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Lastminute.com is to launch an offline presence for the first time after acquiring UK hotel booking agency First Option Hotel Reservations for £12.1m.
Lastminute said it would rebrand First Option's 21 travel offices, which are primarily at mainline railway stations and airports across the UK, under its own moniker in a bid to increase the group's brand awareness. It will be the first time that the UK dotcom has opened offline outlets.
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