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Background: ShermansTravel Media, LLC launched Sherman's Travel in 2006 as a spinoff of the popular travel deals and advice website ShermansTravel.com. In late 2010, the magazine was re-branded Smart Luxury Travel to serve sophisticated travelers who appreciate good value. The title change reinforces the magazine's mission to provide its readers with practical, actionable advice to make trips to four- and five-star destinations happen easily.
"Smart Luxury Travel debuted last year to differentiate the mission of the magazine versus our robust online product," says Darren Frei, editorial director for both Smart Luxury Travel and ShermansTravel.com. "The magazine's goal is to provide smart, usable advice to sophisticated travelers who appreciate value. We tell our readers where to go, when the best time is to visit, and exactly how to plan a trip so they have the best possible experience. It's not enough to just tell readers where to eat and where to stay -- we show our readers exactly how to organize their trips and make the most of their experience."