Whenever you need to book a flight, you have to prepare yourself to enter the great unknown. Not only is there a a large number of potential airlines that you can choose from, but prices fluctuate regularly and you never really know how much a flight will cost until you start doing your research. Price is important, but so is the time of your departure and the possibility of any layovers. Searching for flights can be easy and complicated at the same time, but Hipmunk is trying to improve the overall experience.
One of the nice things about this service is that it doesn’t get in your way. You just enter your flight details as usual, specify whether there’s a preferred airline that you like to use, and then see what options are available to you. A large number of filtering options can be used (I especially like the Agony option), and the way in which flights are presented makes it easy to get a good feel for what’s possible. Right now the site only uses Orbitz for ticketing, but hopefully they’ll expand in the future to offer more choices.