Taylor Wessing has advised the world’s leading online travel deals company, Secret Escapes Group, on its acquisition of Empathy Marketing Limited, Ireland’s leading marketplace for premium hospitality and e-commerce offers.
The acquisition will see Secret Escapes Group expand its operations in Ireland. It follows a number of other acquisitions across Europe, including most recently the assets and activities of Amsterdam-based TravelBird, on which Taylor Wessing also advised.
The deal, backed by private equity firm Searchlight Capital Partners, completed this month, with members of the management team, including founder Michael Dwyer, being retained.
Commenting on the transaction, corporate partner Tandeep Minhas said: "We work with some of the world's leading brands and were thrilled to have acted on our first instruction for Secret Escapes Group in buying the assets of TravelBird and acquiring Empathy Marketing Limited, which will help the client expand further in Europe. At the forefront of the TravelTech revolution, Secret Escapes Group has changed how consumers shop for their travel through the innovative use of technology. This is a fast-paced sector where we have a deep understanding of the market trends and commercial drivers that clients are facing. It is a privilege to help this client grow further and continue to shape the travel market."
James Russell-Jones, General Counsel, Secret Escapes Group added: "We are delighted to be acquiring Empathy Marketing Limited. Pigsback.com and EML’s other brands are highly complementary to the Group and the acquisition further strengthens our international presence. Taylor Wessing's work on this deal was indispensable and we'd like to extend our thanks to Tandeep and the team for all their hard work."
The team was led by partner, Tandeep Minhas with support from partner, Lerika Joubert and associates Katie Horbury, Priya Jethwa and Lucy Bowler.