LateDeals repositions with premium message is overhauling its branding and relaunching its website in a bid to reposition as a premium travel search site and boost consumer confidence in its brand.


The site specialises in selling package holidays from its sister TUI organisations Thomson and First Choice as well as Airtours, Thomas Cook and Cosmos, at up to 70% discount within eight weeks of travel, and hopes to distance itself from low cost holidays by emphasising the quality of holidays it offers.

LateDeals hopes to re-educate consumers on the benefits of booking late through its site and will clarify the actual savings made on each late deal compared to booking it in advance.

Online marketing manager Calum Macdonald claims that the online holiday market has been “muddied” by travel sites that claim to offer late deals on high quality trips but actually offer cheap low-end holidays that can be booked far in advance, rather than “genuine bargain holidays”.

The relaunched website, designed by Code Computerlove, includes new features such as more intuitive search and ability to carry recommendations from social media channels, to make choosing a holiday easier and quicker.

It also includes improved travel guides, Google maps and a real time ticker that shows new deals being added and purchased.

The brand has also emphasised its place within the TUI group and its ABTA membership to improve trust.

Macdonald adds: “Our vision is to be considered as the specialist in last minute holidays and the number one place consumers consider when looking for a discounted holiday.

“We’ve modified our brand identity towards a more premium look and feel to reinforce that we’re not about low cost holidays, we sell quality holidays cheaper because of our relationship with the major tour operators who want to fill rooms and seats on flights rather than them be left empty.”

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