lastminute.com Group Rolls Out 'Travel Insights' Tool

In London, online travel retailer lastminute.com group has launched a consumer insights tool, to enable brands to target customers with gamified surveys embedded in ads.

Operated by the group's new media business The Travel People, the new 'Travel Insights' service will combine lastminute.com group's first-party data and ad technology with third-party data, to provide brands with insights about their customers. Users will be offered a fully customisable service, and access to in-house data analysts who will interpret the aggregated data. Its development follows the group's acquisition of social media travel network WAYN, which it says used similar technology to gather more than 25 million user-generated ideas.

lastminute.com group says the tool will be priced based on ad metrics and will therefore offer a far more affordable, accessible and scalable solution than traditional market research services. Consumers who complete the surveys will be entered into prize draws, to incentivise them to share their views with brand partners.

Alessandra Di Lorenzo (pictured), Chief Commercial Officer - Media and Partnerships at lastminute.com group, comments: 'Since launching The Travel People last summer, we've been working hard to add new capabilities that can support a range of activities for our customers. Our 43 million users across Europe means we have a wealth of consumer insight, so why not help our brand partners make the most of this first-party data and get to know their customers better? It's hugely exciting to bring such an innovative product onto the market and transform the way research is carried out'.

Web site: www.lastminute.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.