How Rika simplified content management and removed technical debt for lastminute.com by consolidating three platforms into one, unified corporate website.

Vertical

Travel

Client

lastminute.com

Capabilities

Project Dates

Ongoing

Rika partnered with lastminute.com to bring together their distributed digital corporate presence across three separate platforms.

Through a strategic website consolidation and site architecture redesign, we delivered a single platform that serves investors, media, and job seekers while eliminating operational inefficiencies. Rika was selected to lead the entire corporate website restructure, delivering the foundational work in under two weeks.

The Business challenge

lastminute.com needed a single digital platform to consolidate their corporate presence, eliminate operational redundancies, improve the stakeholder experience, and create a synchronised brand narrative that serves investors, media, and job seekers effectively.

Objectives

lastminute.com is a leading European travel technology company, operating across multiple markets with a strong digital presence in the travel sector.

lastminute.com operated three distinct digital properties that created a disjointed user experience and undermined the brand's story. This divided approach presented significant obstacles to effective stakeholder communication and operational efficiency:

Disconnected brand narrative. Three separate websites for corporate, careers, and investor content created inconsistent messaging and weakened the overall brand story.

Operational inefficiencies. Managing multiple platforms multiplied content management efforts, requiring separate updates and maintenance across three systems.

Poor user experience. Investors struggled to locate financial information, while job candidates couldn't connect career opportunities with the company's corporate vision and market success.

High maintenance costs. Three separate platforms incurred redundant hosting costs and demanded significant internal resources for ongoing maintenance.

Siloed careers platform. The isolated careers site failed to leverage corporate credibility and market leadership to attract high-quality candidates.

Navigation challenges Unintuitive site structure buried essential content, creating friction for all stakeholder groups.

Insights

Rika identified in the discovery stage that different stakeholders require different information pathways, but all benefit from understanding the complete company story. The solution needed to serve distinct audiences efficiently while leveraging corporate credibility to strengthen talent acquisition and investor relations.

Approach

Rika led the strategic consolidation of three separate websites into a single, unified platform.

This included:

Unified platform architecture Consolidating corporate, careers, and investor websites into one harmonised system while preserving essential functionality for each stakeholder group.

Intelligent navigation design Creating a mega-menu structure that efficiently guides different audience types to relevant content without creating friction.

Content consolidation Systematically auditing and merging overlapping content, eliminating redundancy while preserving unique value from each original platform.

CMS implementation Establishing a single content management system to reduce operational overhead and handle ongoing investor communications.

API integrations Connecting the platform with existing tools like Smartrecruiters for automated job board updates and future third-party integrations.

Responsive design Ensuring optimal user experience across all devices and platforms.

Deliverables

Fully responsive digital platform consolidating all three website properties.
User-centric mega-menu navigation system.
Single CMS platform for autonomous content management.
Smartrecruiters API integration for automated job updates.
SEO-optimised architecture for improved search visibility

The Outcome

The new corporate website has significantly improved how lastminute.com now manages its corporate digital content and now serves different stakeholder groups:

Core architecture and navigation established within two weeks

enabling effective content migration and roadmap to launch.

75% reduction in content management overhead

and eliminated hosting redundancies.

90% of users can now find target content within three clicks

through improved navigation architecture.

Enhanced operational efficiency

with simplified content management and automated integrations.

Unified brand narrative

that reinforces market credibility across all stakeholder touchpoints.

Strengthened talent acquisition

by connecting career opportunities directly to the corporate success story.

Consolidated SEO authority

into a single domain, improving search visibility.

Real-time job integration

automatically syncing positions from recruitment systems.

By bringing together three platforms into one digital experience, lastminute.com now benefits from reduced operational costs, improved stakeholder experience, and autonomous control over their business communications.

“Rika brings a wealth of experience and knowledge in business, technology, marketing and media whilst placing the importance of measurement, effectiveness and attribution at the centre of their approach, always putting the client first.”

Kirsten Beacock

Head of Corporate External Communications lastminute.com This email address is being protected from spambots. You need JavaScript enabled to view it.