Skift Take

The original last minute pioneer may have a tough going as competitors like HotelTonight and even larger players like Priceline have grabbed onto the mobile instant booking proposition. But Lastminute still has UK brand recognition, so it may still have a chance there.

The UK travel booking service is promising to refocus its business around spontaneous hotel bookings, as the brand launches a ‘Love Living’ ad campaign.

After seeking to extend its business with a wider leisure proposition, the dotcom pioneer has rolled out a brand strategy aiming to reaffirm its position as the leader in last-minute travel.

The company claims around 55% of all purchases with a mobile device are for bookings within two days, and that it is seeing a 100% month-on-month increase in same-day bookings.

A series of five humorous TV ads, by adam&eve/DDB, dramatises the moment of a spontaneous decision to book a trip.


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