Cruise holiday business Adore Holidays has acquired Online Travel Group (OTG).
The deal encompasses several well-known brands within the OTG portfolio, including Get Skiing, Get Cruising, Hot Holidays and the travel community platform Holiday Truths.
Adore Holidays will assume control of all associated websites and social media communities and will ensure the continuity of existing customer bookings.
The connection between the two businesses was introduced by Harriet Thompson, Head of Hays Travel’s Independence Group, who recognised an alignment between Adore Holidays’ innovative approach and OTG’s established market presence.
Adore Holidays said the acquisition is ‘an opportunity to inject new energy and stability into the OTG brands’.
Adore Holidays Managing Director Ian Gilder said: “Acquiring the OTG brands is a natural fit with our growth strategy. Their customer base is well-aligned with our tailor-made cruise offering, and we’re confident in the potential to breathe new life into these respected names, particularly after a period of limited activity following the pandemic.”
He added: “We’re actively working on opening our third retail location and have a number of promising projects in the pipeline that we look forward to unveiling in the coming months.”
Harriet said: “We actively encourage growth and innovation within the Independence Group, and it’s great to see Adore Holidays expanding their operations by acquiring the well-known brands OTG has under its belt.
“It’s been an exciting 12 months for the Adore Holidays team, and we look forward to seeing what the next 12 months and beyond have in store for them.”
