If you are tired of the lack of differentiation that seems to permeate travel start-ups from time to time, then you might appreciate New York City-based Jetsetter, which started a beta test last week.

Jetsetter’s founder and CEO is Drew Patterson, a former vice president of marketing at Kayak, who presumably knows a thing or two about metasearch and the advertising/media business.

But Jetsetter is a hotel-booking website that uses the merchant model and has no metasearch or media business.

In fact, Patterson, who generally has great things to say about Kayak, says Jetsetter works with luxury hotel partners and avoids the alleged pifalls of websites like Kayak and DealBase, where he says advertisers offer low lead-in prices with the aim of securing higher-priced conversions.