Lastminute grabs travel spotlight

Lastminute: High-profile website

Lastminute.com is the most recognised travel brand on the internet, overtaking British Airways, according to a new survey.

A fifth of internet users were aware of the brand. A year ago, only 6% recognised lastminute.com.

The news will be welcomed by the internet travel retailer, which has been beset with problems since it floated in March.

Its share price has plunged, share certificates have been slow to arrive and investors have had trouble cashing refund cheques.

Website awareness

Lastminute 20%

British Airways 6%

easyJet 5%

Virgin 4%

e-bookers 4%

Go 3%

Thomas Cook 2%

Expedia 2%

Trainline 1%

Railtrack

"The emergence of first-timers in this brand survey reflects the success of new brand creation strategies," said Ian Wright, co-author of report to be published on 17 April by market research company BMRB International.

"It will be interesting to observe over the coming months how the airlines and high street travel agents will counter the high profile campaigns which are contributing to the awareness levels of dot.com companies."

Dot.com challenge

Newcomers in the top 10 in March 2000 included travel booking companies e-bookers and Expedia and the rail ticket firm Trainline.

While some more established travel companies such as BA and easyJet have managed to retain a high profile on the internet, others are faring badly.

The major brand casualties in the survey are Thomson Holidays, Airtours and British Midland.

They all had low levels of web visibility last time BMRB conducted a similar survey in December 1999. They have now been overtaken by the new dot.com entrants.