Site59 goes to Area 51

Site59 is no more. The Travelocity owned US based last minute travel brand is changing its name to the best last minute travel brand in the Travelocity family - Lastminute.com. This makes sense. The basis behind the Site59 brand - booking at the last minute of the hour - is interesting and quirky but does not have the simplicity and catchy nature of its UK based partner. The only argument against the change for a US based company is that there could be some confusion with second tier player LastMinuteTravel.com owned by Travel Holdings Inc. While not as well known as Site59, LastMinuteTravel has been around since 1997 so have some claim to consumer recognition and association with the Lastminute* concept.

No change yet in the actual branding at the site at the time of writing and apologies for the shocking headline...

UPDATE - Rebrand has finished and 28 June announced relaunch in the US.. Note the little Travelocity stars are now combined with the pink logo of Lastminute.com (picture below). I have not seen that in any other market.