Holibob Acquires TourismSolved to Beef Up Executive Team

The TourismSolved brand will disappear but it will retain its existing clients as Holibob steps into direct bookings and content

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Tours and attractions reseller Holibob has acquired the content and marketing platform TourismSolved for an undisclosed amount.

TourismSolved will operate under the Holibob brand and will continue to work with its current clients and actively search for more.

Holibob says the acquisition adds a new line to its business. The company’s core business is as a B2B reseller. Holibob contracts products from operators and provides them for resale through other  brands 

The company sells 150,000 products through more than 30 channels, including Flight Centre, Kayak and Secret Escapes. The specific commission level depends on an operator’s location and other factors.


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The TourismSolved team adds some significant distribution talent to the team. Robin Harnish, co-founder and CEO of TourismSolved, will become COO at Holibob, while Jeff Lewis, Andrew Aley and Michael Lattig will also take roles. Prior to founding TourismSolved, the team were executives at online travel agency Viator.

Kate Cornell, Stephen Joyce and Susan Mason will also join the company.

Craig Everett, CEO of Holibob says the company will continue with TourismSolved’s business providing digital marketing services to operators direct online sales through Tourism Solved.

It is unusual for B2B resellers to take a direct marketing role with operators. In many cases, products are sold to clients with little involvement from the operator. Operator content will often be rewritten.

Everett said: “For us, solving that content problem is absolutely critical to actually be able to sell experiences in the B2B channel. 

“Going into marketing? I would push back and say we’re actually going into content and we’re way into the realization that creating and having amazing content in this market is critical to being able to distribute B2B.”

This article was amended at 10.40 on 21 April 2022 to correct an error. It stated that Holibob had a minimum 25% commission on sales. This has been removed. Holibob negotiate appropriate commissions with each partner


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