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UK-based online travel booking company Secret Escapes has acquired Empathy Marketing Limited for an undisclosed amount. Empathy Marketing Limited is known as Ireland’s leading marketplace for hospitality and e-commerce offers. This deal is due to complete in February 2019. In order to fund this acquisition, Secret Escapes Group will be partnering with Searchlight Capital Partners L.P.
Know everything about Empathy Marketing Limited and Secret Escapes Group
Founded in 2000, Empathy Marketing Limited owns Pigback.com, an Irish rival of Secret Escapes and counts over 1 million active members in the Republic of Ireland and Northern Ireland across its brands, which also include other premium offer sites including TheDiningRoom.ie, LuxuryBreaks.ie, Pamper.ie, JustGolf.ie and TreatTicket.ie in Northern Ireland. This acquisition will allow Secret Escapes Group to gain access in the Irish market.
On the other hand, Secret Escapes Group has previously made its expansion across Europe with acquisition of Travelist in 2014 and Slevomat in 2017. Recently, the company also acquired the activity and assets of the Dutch online travel deals company, TravelBird.
Further, Empathy Marketing Limited owned Pigsback.com is a market leader used by over 900 different merchants at the premium end of the Irish deals market. After coming under Secret Escapes Group, EML, as well as Pigsback.com will be having access to a greater audience, thus allowing EML’s hospitality and e-commerce partners to achieve marvels. Moreover, the members of the EML platform will also gain access to an incomparable selection of offers and travel deals.
EML’s Executive Chairman Michael Dwyer and Chief Operating Officer John McDonald will be continuing to manage Pigsback.com and the other EML websites, along with the full existing management team.
Secret Escapes is a members-only online travel deals company that offers inspiring travel experiences and hand-picked offers to over 62 million users worldwide across all its brands. As of now, the company is operating in 21 countries across Belgium, Denmark, France, Germany, Italy, Netherlands, Norway, Spain, Sweden, Switzerland, the United Kingdom and the United States. Secret Escapes was founded by Alex Saint and Tom Valentine and employs nearly 1,000 people.
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