lastminute.com group buys travel social network WAYN

22/09/2016

Lastminute.com group, has acquired WAYN, Where Are You Now?, to further enhance its content offering across the group’s European travel sites.

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WAYN, the world’s largest social travel network, will be integrated with lastminute.com group’s new media business, The Travel People.

This marks the next step in its strategy to help advertisers tell integrated stories through content.

The acquisition will further boost the group's ability to engage a young and captive audience with the addition of WAYN’s 20 million registered members.

The Travel People helps brands and advertisers reach millions of European travellers through the Group’s network of leading online brands, which include lastminute.com, Rumbo, Volagratis, Bravofly and Jetcost. The group attracts on average 43 million unique visitors every month, and the addition of WAYN to its portfolio will help to reach an even wider lucrative travel and lifestyle audience across Europe.

Marco Corradino, Chief Audience Architect of lastminute.com group, comments: “WAYN is the perfect fit for lastminute.com group. The WAYN team is a group of exceptional entrepreneurs who have created a vibrant community of travellers who enjoy sharing millions of travel opinions. Its business complements and expands our offering in Europe and, with its strong social travel network platform, it will become the content hub for our entire group.”

Peter Ward, WAYN, co-founder & CEO remarked: “We’re really excited to become part of the lastminute.com group which will help us deliver our mission to help people make the most out of life, by inspiring people to travel more.”

Jerome Touze, co-founder of WAYN added: ‘It is fantastic to be part of such a dynamic organisation with so many iconic brands. By combining WAYN’s unique capabilities and audience with those of the group, we are able to bring a market leading proposition and help advertisers tell stories through bespoke and relevant content. This is something to be proud of and we very much look forward to the journey ahead.’’

lastminute.com group

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