It has been 20 years since launched its website at the height of the dotcom boom with the aim of bringing late holidays deals online. At the time the idea was revolutionary but in a fast moving market staying at the top of the travel industry is not easy. has managed what many of its contemporaries failed and is still going strong. But the road has not been easy, In 2014, it was sold to Bravofly Rumbo, a European online travel agent, for £76m, a fraction of the £577m US travel company Sabre paid in 2005.

It does still have strong brand awareness, with 79.5% of UK consumers aware of the brand, according to YouGov BrandIndex. That puts it sixth on a list of 35 travel brands, above rival online sites such as but behind Expedia and Trivago.

However, it performs less well when it comes to consumer perceptions of the brand. Its Index score (which is a measure of a range of metrics including value, quality and reputation) is 8.7, which puts it eighth in the list and behind and Expedia.

Moving to emotional marketing

In a bid to stay relevant and boost those consumer perceptions, the brand is changing its purpose from delivering cheap holidays to being the creator of “memorable experiences”. And it is launching a pan-European marketing campaign to get this message across.

Elena Galli, head of brand marketing for, tells…