Travolution can reveal a major marketing and PR campaign is due to launch shortly to support the opening of the first store in London’s Covent Garden.
Other stores are due to open in Manchester and Birmingham.
Officials told Travolution this week that the stores will not be traditional “travel agencies” but have still refused to give away any details of what the role of the outlets will be.
The new Good Stuff area of the lastminute.com site says: “Packed to the rafters – we’re opening three new stores where you’ll experience and enjoy nothing but the good stuff.”
It is believed the project is being running across a number of departments including lifestyle and travel.
The microsite runs under the strapline: ‘See More, Eat More, Hear More, Get More’, with links to hotel deals, restaurants, music and theatre tickets.
Travel deals for flights and holidays are also included on the site. Each link includes a reference to how many people are ‘thinking about doing this’.
The move is not the first time lastminute.com has played with the retail space.
A number of stores, run under franchise and primarily selling late hotel deals and theatre packages, were created in the early 2000s in London but most have since been closed.