The world's largest car rental broker has created a site which it claims will offer the first ever pre-bookable late deal car-hire service on the web.
Holiday Autos (www.holidayautos.com) promises to match all other car rental companies on price, and offers exclusive discounts to online customers requiring a car within 48 hours. The site also offers to waive insurance excess.
Sara Zimmerman, group marketing director for Holiday Autos, said: "The exclusive deals on our online booking service will drive people to the new site. The late deal market is something which appeals to internet users."
Established 13 years ago as a bricks and mortar company, Holiday Autos is currently the largest international car rental broker. With 4,000 outlets in 40 countries, the company has access to a fleet of over 750,000 cars from established car rental companies.
News of Holiday Autos' entry into the online market will come as a blow for easyGroup chairman Stelios Haji-Ioannou, whose company has recently launched easyRentacar.com (www.easyrentacar.com).
The latest cut-price service to use the established 'easy' prefix, easyRentacar currently operates three outlets in Central London, Glasgow and Barcelona, and has plans for European expansion.
With #2.5 million set aside for advertising, holidayautos.com is set to launch a four-month marketing campaign in April.
Using classified advertisements in national and consumer press, the campaign will concentrate on commercial radio advertising.