Adore Holidays acquires Online Travel Group brands

Adore Holidays has acquired the assets of Online Travel Group (OTG), a fellow member of Hays Travel Independence Group.

The agency’s acquisition, for an undisclosed sum, includes the Get Skiing, Get Cruising and Hot Holidays brands plus the travel community platform Holiday Truths.

As part of the deal, Adore Holidays will assume control of all associated websites and social media communities, and will ensure the continuity of existing customer bookings.

Adore said in a statement: “This strategic move represents a significant milestone in Adore Holidays’ ongoing expansion across the travel sector.”

Harriet Thompson, head of Hays Travel’s Independence Group, introduced the businesses to each other as she recognised the “strong alignment between Adore Holidays’ innovative approach and OTG’s established market presence”.

Adore Holidays, a tailor-made holidays and cruise specialist with two shops – one in Essex and one in Yorkshire – has a team of 13.

It said it sees this acquisition as an opportunity to “inject new energy and stability” into the OTG brands.

Ian Gilder, managing director of Adore Holidays, 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.”

Gilder 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.”

Thompson said: “We actively encourage growth and innovation within the Independence Group, and it’s great to see Adore Holidays expanding its 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.”

Pictured: Adore’s agency in Horbury.