Latedeals re-launches and affirms it’s THE destination for genuine holiday bargains
Announcing our latest client site launch!!
Latedeals, part of holiday giant TUI, has unveiled its new website (www.latedeals.co.uk) and a refreshed brand identity.
The re-design is part of the brand’s ambition to reinforce its credentials as the destination for genuinedeals on late distressed package holidays and to help reaffirm consumers’ understanding of the benefits of booking within eight weeks of travel.
Latedeals specialises in selling last minute package holidays (eight weeks or less) from brands including Thomson, First Choice, Airtours, Thomas Cook and Cosmos, offering savings of up to 70%. It acts as a retail agent for these brands selling package holidays around the world departing from the UK.
The site design, new brand identity, improved usability and remapped user journeys have been created by our team, with a heavy focus on UEx design using PET principals; working with our SEO teams to create a performant user interface.
TUI’s technical teams built the site.
Key features of the new site include:
- greater emphasis on the brand’s ABTA membership and ATOL protection
- the quality of holidays on offer from trusted tour operators
- enhanced, more intuitive search functionality to make choosing the right holiday from its 800,000+ deals quicker and easier
- a shortlist feature to narrow search and selection further
- social proofing elements on the home page to capitalise on recommendations from friends and family in social channels
- travel guides on top destinations featuring Google maps
- unique content, stunning photography and quick tips
- a real-time ‘ticker’ feature that shows the speed at which deals are being added and snapped up by bargain-savvy consumers
Latedeals’ online marketing manager Calum Macdonald said: “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.
“Since we first entered the market in 2000, consumer understanding of what a late deal is has become ‘muddied’ and research carried out earlier this year showed that consumers were no longerconfident that they were getting a bargain by booking late. Adding to the confusion are firms claiming to offer ‘late deals’ on bookings that can be made months in advance.
“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.
“Greater transparency in terms of savings that can be made on individual holidays also features on the new site and to support the re-launch we will be re-educating holidaymakers on the benefits of booking late and how to get a real bargainthrough our site.”
He added: “We’ve also reinforced our messaging as specialists in last minute holidays offering genuine deals, and given greater prominence to our strapline “part of Europe’s largest travel group” for added reassurance. Help and support buttons flow throughout the user journey to back up our messaging.
“As well as increasing site traffic, we’re confident that our conversion levels will increase through better navigation and enhanced functionality on the site.”
This site launch is the start of a pro-active relationship with Latedeals, with Code’s Performance team looking after web conversion and optimisation moving forward.

