The latest addition to BuyWithMe -- besides discounts on Cape Cod windsurfing lessons -- is former Orbitz e-marketing executive Mike Stein as chief marketing officer.
Stein, who says he was part of the Orbitz founding team in 2000 before it had a website, joins BuyWithMe CEO Cheryl Rosner, former president of hotels.com and Expedia Corporate Travel.
Rosner joined the company as CEO several weeks ago.
With $5.5 million in growth capital from Matrix Partners, BuyWithMe is set next month to roll out its fifth city, Philadelphia, as it competes and hopes to get into the conversation with other "community buying" websites such as Groupon.
BuyWithMe offers discounts from an assortment of local merchants, pegged to users' favored cities, and shares revenue with the suppliers.
Stein says BuyWithMe plans a substantial focus on travel, as well as personal care, health and wellness, entertainment and retail.
In one interesting tack, BuyWithMe is creating packages, pairing a hotel offer with a restaurant reservation or activity, for instance.
I asked Stein why so many former travel executives seemingly are getting involved with travel and nontravel startups these days.
Former SideStep CEO Rob Solomon recently became Groupon president, for instance.
Stein says online travel "changed the way people do things," and executives with travel experience "tend to be quick movers and understand marketplaces."
BuyWithMe, too, hopes to understand marketplaces as it ramps up its launches in new cities around the country, aiming for 20 before the year runs out.