Long-haul, tailor-made operator First Class Holidays has acquired sister brands African Pride and Knighton Reeve, which specialise in Africa and the Indian Ocean.
First Class Holidays said the acquisition “significantly enhances” its long-haul portfolio, broadening the “extensive range of bespoke travel destinations” available to its agent partners.
“The acquisition marks a significant milestone for First Class Holidays as it aims to strengthen its position in the long-haul, tailor-made market,” the operator said in a statement.
Daniel Gathercole, managing director of First Class Holidays, said: “I am delighted to welcome African Pride and Knighton Reeve into the First Class Holidays family. This acquisition aligns perfectly with our vision to expand our portfolio to offer all long-haul destinations by the end of 2025.”
He said joint directors Liz Hall and David Holland “have done an exceptional job over the last few years”, adding: “I have always admired African Pride, and we plan on building on its success and further enhancing the brand.”
African Pride was established in 1999 and Knighton Reeve evolved from it.
Hall and Holland purchased the business from The Curzon Corporation Ltd in 2017, becoming joint directors in parent company The Knavesmire Travel Group Ltd.
First Class Holidays said African Pride has earned a “stellar reputation” among the UK travel trade for its knowledge and service, as well as for the support and “excellent relationships” it has developed with many travel agents.
“Over its 25 years, African Pride has also successfully established strong relationships with operators, hotels, and services throughout Africa, enhancing its offerings and ensuring that travel agents and their clients receive an authentic, quality experience,” added the statement from First Class Holidays.
Hall and Holland said in a joint statement: “Joining forces with First Class Holidays will allow us to leverage their resources, expertise and extensive market presence to reach new heights.
“Our commitment to providing exceptional, tailor-made travel experiences and the best service from the wonderful African Pride team, all of whom will be retained, will remain our top priority, and we look forward to continuing this journey with our loyal agents.”
Pictured from left: David Holland, Daniel Gathercole and Liz Hall