The home page is a dead giveaway that it’s the same brand as the restaurant. There is a rather large image of a "Hooters" girl, clad in the infamous too-small white tank top smack on top of the page (and every internal page). In addition, the obnoxious orange and the owl mark -- both recognizable signs of the Hooters brand -- are also strategically placed on the top of the page. It may seem like a bit much for a travel site, but it can't be denied that the offline brand has made its mark online.

The home page serves as the reservation page, where the process of buying tickets begins. The flight search function is clear and concise, as is the entire transaction process. (The airline currently only travels along the East Coast of the US with stops in Atlanta, Baltimore, Myrtle Beach and Newark.) It's easy to go back and make changes; errors are met with messages telling you exactly what information is missing.

It's a typical transaction process, and works just as well as any top-notch travel site. But the site has an added bonus: the left-side bar is the Help tool, walking the potential traveler through the process (which is already extremely user-friendly). Great for the user, and maybe even better for the brand -- it will keep customers from ending the purchasing process in frustration or leaving the page to get help.

In fact, the navigation of the entire site is well done. A tab-style main menu is clearly displayed on top of each page. It highlights the sections within the site, which are typical -- ranging from Promotions to About Us. And if you still manage to get lost, click anywhere on the giant Hooters girl and you'll be taken safely home.

Besides function, each page has a consistently clean look. All copy is written in a professional yet friendly tone -- which reinforces their carefree brand -- but the added ounce of seriousness will reassure the visitor.