Hays has hailed the deal, which includes Victoria’s Seascanner brand and German division Kreuzfahrtberater.de, its biggest since it bought Thomas Cook in 2019.
Victoria Travel Group chief executive Chris Gardner will continue to lead the business, alongside UK managing director Tony Andrews, group chief financial officer Carl Tromans and German managing director Tom Reiter.
Update: Hays ready to go all-in on cruise with bookable site following OTA deal
Existing majority shareholder Bridgepoint will now exit the Victoria Travel Group business, which reported total transactional value of £252 million in its most recent financial year and said reflected its strong market presence and customer loyalty in the UK and Germany.
This is Hays Travel’s first online travel agency acquisition and a significant milestone for the north east headquartered company, which has been serving customers since 1980.
The move significantly expands Hays Travel’s footprint in the global cruise market and supports the UK’s largest independent travel agent’s strategic growth ambitions in the fast-growing cruise sector, both in the UK and internationally.
Dame Irene Hays, owner and chair of Hays Travel, said: “We have been hugely impressed by the strength of the Victoria Travel Group.
"Their innovative approach to online cruise retailing and the calibre of their management team make Victoria Travel a compelling addition to our business, which aligns with our cruise strategy and growth ambitions.
“We are delighted to welcome Chris, Carl, Tony and Tom to our Hays Travel group; they share our values and are all exceptional at what they do.
"We look forward to working alongside them, exploring opportunities and learning from each other as we seek to continuously improve the choice, experience and value we offer our customers.”
Meanwhile, Gardner added: “We’re delighted to be joining the Hays Travel family. Their values, customer-first approach, and long-term vision align with ours.
"This partnership opens up exciting opportunities to grow our brands and deliver even more value to cruise customers in the UK and internationally.”
Jonathon Woodall-Johnston, chief operating officer of Hays Travel, and Jo Rzymowska, a respected cruise industry leader and non-executive director of Hays Travel, will join the Victoria Travel Group board.
