Excel gains online boost with XL.com. 1 February, 2005. Philip Buxton Revolution

Excel Airways has launched into the wider world of online travel after buying the URL XL.com. The airline, known for its low-cost flights, has expanded its online offer to include flights from other airlines, car rental, hotels and package deals. The push sees it target a new market and face up to Opodo, lastminute.com and Expedia. Its plans are supported by its acquisition of XL.com from a US firm for an undisclosed sum.

Excel thinks the fact that it owns ‘the majority’ of the inventory on the site will give it an advantage. Martin Lock, director of marketing and e-commerce, said: “XL.com represents the next stage in the evolution of travel sites – it’s a portal offering customers a range of airlines with accommodation and car hire, and it is owned by an airline, giving the portal owners ultimate control over destinations, pricing and promotion.”

Excel’s old site (www.excelairways.com) will direct users to XL.com where it claims to offer package holidays from 10 UK airports to some 40 locations.

The firm hired digital agency Web Liquid to handle its online marketing early last year.

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