is making its first move into magazine publishing by launching a customer lifestyle title. magazine, a 72-page quarterly title, will be posted to its top 100,000 customers from mid-July with plans to target newsstands in the future. It is part of Lastminute's strategy to reposition itself as a lifestyle brand rather than just a website for holidays.

Brent Hoberman, chief executive of, said: "The launch of this magazine is a fantastic opportunity to engage with our most loyal customers and reinforce our brand values through inspirational and informative editorial."

He added: "Our raison d'etre is to improve people's leisure time and this lifestyle magazine, which generates ideas on how to do just that, is the ideal way to give something extra to our customers."

Former Guardian Guide and Hotdog editor Ben Olins will edit the title, and will lead an editorial and design team at publishing company Zone, which has been appointed to oversee the process. will handle advertising sales for the title.

Olins said: "The consumer is the sort of person who might fly to Milan for a weekend on EasyJet, stay in a €100-a-night hotel and spend a £1,000 on fashion. This magazine will reflect these choices and opportunities, offering readers a mix of pure temptation and stimulation to try out new experiences."