Sabre has decided to change the branding strategy for Site59 and decided to capitalise on lastminute.com brand for the same.

Published: 06 Mar 2007

Sabre has decided to change the branding strategy for Site59 and decided to capitalise on lastminute.com brand for the same.

As per the latest move, Site59 plans to adopt the more self-explanatory name and URL: lastminute.com.

“The site will maintain the same great team, history of innovation and products that have made Site59 a must-visit site for people planning travel within two weeks of departure,” stated Sabre.

Travelocity acquired Site59 in 2002 and lastminute.com, an online travel and leisure player specialising in last second deals, in July 2005.

“Site59 has been one of the travel industry’s best value propositions, but for many people the name is difficult to remember, and usually requires an explanation of what it means - the 59th minute,” said Michelle Peluso, chief executive officer, Travelocity and former chief executive officer, Site59.

“The acquisition of lastminute.com in Europe in 2005 gives us the opportunity to apply this much more recognisable name to Site59 here in the US,” said Peluso.

“The sense of fun and excitement of Site59 is also the essence of the lastminute.com brand, and we are looking forward to continuing to offer a great site for consumers and our partners,” said Jeff Varhol, general manager of lastminute.com in the U.S.