BTS Special Report: Lastminute.com has signed an agreement to offer its holiday and travel inventory to Saga.
The exclusive deal opens up a new audience to lastminute which it has been trying to tap into.
Under the agreement lastminute will provide Saga with a white-label version of its flights, hotels, car-hire, dynamically packaged trips and lifestyle product such as restaurant bookings and theatre tickets.
According to Saga research about 4.5 million internet users are more than 50 years old and 86% have visited a travel site in the past year.
Lastminute commercial director Vic Darvey said: “It’s a huge market and I don’t think anyone has penetrated it. It is a very hard market to gain access to but Saga is the market leader and it has a huge loyal database.”
The Saga Travel Shop will go live from mid-February and be powered by technology taken from both lastminute and OTC.
