- Even as its share price sits at 180p below the recent offer price, Lastminute.com has eclipsed British Airways to become the most recognised travel brand on the internet, according to a new survey.
The brand's awareness has rocketed from 6% to 20% over the last year. British Airways trails in second place with 6%, followed by easyJet with 5%.
The revelation will increase speculation as to how airlines and high street travel agents will contend with the increasing number of dotcom companies encroaching on what has traditionally been their territory.
Brands such as Airtours, British Midland and Thomson Holidays recorded a low level of web visibility in a similar survey last December. They have since been overtaken by new dotcom entrants.