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