U.K.-based theme park and attraction ticket specialist Attraction World has been acquired by Ten Oceans Private Equity.
Terms of the deal have not been disclosed, but the acquisition follows Ten Oceans Private Equity’s earlier investment in Prioticket, a strategic partner of Attraction World.
Attraction World works directly with more than 70,000 tours, activities and attractions in more than 30 countries to help its travel partners grow their sales of attraction tickets. Since its founding in 2005, the company has enabled more than five million customers to pre-book attractions.
Amid the pandemic, Attraction World utilized Prioticket’s technology to expand its product portfolio. Prioticket’s API technology connects with Walt Disney World Resort Florida, Universal Orlando Resort Florida, City Sightseeing Worldwide, Hornblower, SeaWorld Parks & Entertainment and more.
Says Ten Oceans Private Equity founder Lara Timmerman: “I am delighted to be furthering my investment within the travel industry, as my involvement with Prioticket has shown me the amazing future and digital revolution this market has to offer. I see a lot of synergies across the two businesses and we will continue to review other investment opportunities across the industry where we feel there are complimentary partnerships.
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“The acquisition of Attraction World fits into Ten Ocean’s strategy to deliver amazing experiences across the globe from the palm of your hand. By acquiring Attraction World, we can further nurture key strategic relationships with Disney, Universal, Merlin Entertainments, Hornblower Group and City Sightseeing.”
The acquisition will see Attraction World CEO Paul Stobbs move into an advisory role within the group, and current chief commercial officer Oliver Nicholls will take over as chief executive.
“We are delighted to have secured this investment by Ten Oceans. Having navigated through the COVID pandemic, the new ownership of the group will allow us to move forward with a strong vision and to allow us to focus on the development of the group,” says Nicholls.
“We have secured many new distribution partnerships over the last 18 months, some within our traditional travel agent market, but also across other markets, and the new investment will allow us to further these opportunities.”