lastminute.com launches first dynamic airline package product with PLAY

New partnership sees lastminute.com’s product integrated into PLAY's existing website

European OTA lastminute.com have announced a new packages partnership with Icelandic low-cost airline PLAY.

The white-label partnership will see lastminute.com provide PLAY’s customers with a dynamic holiday package solution.

Greater consumer choice and connected travel are drivers for the move as the partnership is to be a “cornerstone” of it by offering tailored packaged holidays via flyplay.com.

PLAY’s flights, to over 40 destinations, can now combine with one of lastminute.com’s 400,000 hotels, villas, resorts, and holiday homes in those specific destinations.

Phase one includes fully packaged flights, accommodation and transfers, as well as a wide range of ancillaries available, which is live now in France, Spain, Italy, Germany, Sweden and Denmark.

Phase two includes rollout in Iceland, the UK and other potential international markets.

The ability to sell a fully licensed and protected holiday package product in each of these major markets is said to offer “real benefits to customers looking for not only great deals but also peace of mind when booking”.

Luca Concone, CEO of lastminute.com, said the announcement cemented the group’s mission to lead the travel industry by leveraging technology to simplify, personalise, and enhance our customers’ travel experience.

He said: “PLAY chose us as a white-label partner due to our innovative approach and commitment to providing exceptional travel solutions.

“We’re delighted we can combine PLAY flights with one of our thousands of accommodation options to create the perfect dream holiday for that segment of travellers looking for the safety and security of a package.

“We can bring Scandinavian demand, together with PLAY, to our established holiday destinations and continue to grow new markets.”

Iceland’s strategic position as a stop-over specialist for long-haul destinations to, and from Europe, gives even more future possibilities for the partnership.

Birgir Jónsson, CEO of PLAY, said this new product not only diversifies their product portfolio but also follows the best practices of low-cost carriers internationally.

He added: “This new product is all part of the PLAY vision and strategy which has seen our airline make rapid progressive growth since our 2021 launch.

“Our partnership will enable our customers to benefit from great hotel and car hire deals gained via the negotiating expertise of the lastminute.com group.

“As relative newcomers to the travel industry, PLAY are delighted to be working with such a well-known brand to help power the product and we are looking forward to phase two of the launch where customers in Iceland and the UK will also benefit.”