Over 20 years, online travel agent Lastminute.com has grown from its UK roots to owning a portfolio of travel companies across Europe. Acquired in 2015 by Swiss travel company Bravofly Rumbo Group, which has since changed its name to Lastminute.com Group, the business is now moving beyond its function as a travel agent and developing new income streams.

“We’ve built out a new business that’s very profitable for the company”, Alessandra Di Lorenzo, chief commercial officer of media and partnerships at Lastminute.com Group, told the Internet Retailing Expo (Birmingham, March 2018).

That business is The Travel People, founded in 2016 as the media division of Lastminute.com Group and which positions itself as the expert on travel audiences. It offers brands opportunities to engage with travel audiences across Europe, using data to help them precisely reach their target consumer.

The Travel People was conceived when the business recognised that only a small subset of the 45 million-strong monthly audience that visits Lastminute.com Group’s websites actually travel with them. “We had to work out how to make money off the people who aren’t buying”, Di Lorenzo explained. And for Lastminute.com Group, the answer was clear: the non-buyers were an untapped media opportunity.