Asda, part of the Walmart group, is offering an UK online travel booking service
I'm not sure what has motivated Asda to join an overcrowded, very competitive market. They must believe that their brand, well known for low prices, will make them stand out from the pack and encourage their loyal customers to use the asda travel site to search for and book their travel. I know a lot of travel purchase is based predominatly on price.

I was amazed to read that Asda launched the travel site in late 2006. Although I shop at Asda a couple of times a month and work in the travel industry I wasn't aware of the travel site. The travel was viewed as a logical progression from Asda's financial services such as travel insurance and currency facilities.

I've had a look at the Asda travel site and I rate it highly for lay out, ease of navigation, clear information and lack of advertising. I did a search for a holiday to Mexico city departing from Edinburgh 11- 18 May 2008 and the site quickly came up with KLM flights via Schipol and a wide choice of hotels. There were links to destination guides in the right margin were I found an overview and information such as restaurants and tours with a fair amount of useful information containing links.

I also checked if the price of £112 displayed for a 2 night short break to Pisa, departing from London on 21 April 2008, in the city breaks section, existed in reality. The lowest price I could find was £117 per person, only £5 more but that was staying at a 4 star hotel with continental breakfast.

I can't comment on how the Asda Travel prices compare with other supplies but the site is very user friendly. Have you used the Asda travel site to book travel?