Cambridge, MA-based FlipKey, a directory of vacation rental unit listings and reviews, flipped the on switch today. The company, which is headed by two of the founders of Boston’s Compete, emerged from stealth mode at a Web Innovators Group meeting last November. The basic concept is to help vacationers locate rental properties in their target geographies and price ranges, and to provide reviews written by former guests at those properties. “A lack of information and consumer confidence often inhibits vacationers from selecting vacation rentals,” the company said in an announcement today. “FlipKey was created specifically to bridge this gap.”

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