Holibob boosts tours distribution tech with acquisition of TourismSolved

Specialist in the distribution of circuits and attractions Holibob acquired content and startup marketing activities TourismResolute.

Terms of the agreement were not disclosed.

TourismSolved was launched just before the COVID-19 pandemic, to help tour and attraction operators drive more bookings to their websites through its content management system and marketing platform.

The company has developed what it calls a success-based marketing model in which T&A operators pay a revenue share on direct bookings.

Robin Harnish, co-founder and CEO of TourismSolved, said: “When we met Holibob, it was clear that we shared a vision and a passion to help the industry accelerate travelers’ ability to book their experiences, activities and tours. online, by mobile phone and at the last minute.

“It’s one of the last parts of the industry to be truly online, so with our focus on carriers and Holibob’s focus on brands and destinations, it really was a natural fit because these same technologies and capabilities are needed to help all three of these partners.

Harnish will continue to lead TourismSolved’s existing business and assume the role of Chief Operating Officer of Holibob.

Holibob co-founder and CEO Craig Everett says the experience the TourismSolved team brought to the deal was also a big factor.

Harnish was previously Vice President or Marketing at Viator/Tripadvisor Experiences while Jeff Lewis was Chief Technology Officer at Viator, Andrew Aley was Head of EMEA Sourcing at Viator and Michael Lattig was Head of Brand Marketing for Viator/Tripadvisor Experiences .

Lewis will now handle innovative technology projects and industry engagement for Holibob, Aley will help the company increase direct supplier relationships and Lattig will be responsible for brand and marketing.

Fellow T&A industry veterans Stephen Joyce, former CEO of Rezgo, and Kate Cornell, former chief content officer for Viator/Tripadvisor Experiences, will also help Holibob become “the most efficient and effective distribution platform innovation for tours and attractions globally,” according to a statement.

Everett says, “For us, as we grow, having a deep understanding of the challenges facing this market is absolutely critical to being able to move forward with decent speed. It’s very hard to find great talent in this market and this group of people have been fundamental to some of the core technologies that have been built in this space over the last two decades.

Holibob believes its software-as-a-service and distribution capabilities, combined with TourismSolved’s success-based marketing model, will position it to “transform the experiences industry.”

Everett adds that the company remains focused on the consumer experience when looking for things to do while traveling.

“It’s about finding the right product for the consumer at the right time and trying to understand who that consumer is, when they’re going there, why they’re going there and who they’re going with, and based on that, finding a way to put it on their cellphone because 60% of experiences are purchased within 72 hours of consumption, so that’s really late in the consumer journey and that’s why the b2b angle really comes into its own. “