Icelolly unwrapped for the summer, a site specifically to target women with late-holiday deals, will go live on May 1.

The site will form part of the brand, winner of the second Travolution Sm@rt Agent award, and follows the successful buyout of the company by Global Travel Group last year.

Sunmaster managing director Adrian Walton said research revealed women made the majority of purchasing decisions in most modern homes, triggering the launch of and a marketing strategy to align the site with major female brands.

Travel companies will be able upload offers directly into the system, while users will be able to access the site online, via PDA, mobile phones and PSPs.

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