Co-founder Nathan Cable said investment by The Booked it Group “marks a new era” for the company which he launched alongside university friend and business partner Barry Moore in 2014.

The acquisition is London-based The Booked it Group’s first in the travel sector and follows a longstanding partnership with Party Hard as its technology provider.

Cable has joined the group’s board of directors as part of the takeover and will continue to lead Party Hard, as well as advising on other brands within The Booked it Group’s portfolio.

The Booked it Group chief executive Brad Nobbs said a new business strategy for Party Hard would be launched from September.

“We believe the Party Hard Travel brand can be replicated across other territories and seasons. There’s a strong team in place, and huge opportunities for cross-pollination and growth,” said Nobbs.

He explained how Party Hard presented “a natural progression” for investment, given its existing relationship and similarities in audience across one of the company’s businesses Licklist, a social platform focusing on the night time economy.

“Now is the right time for further expansion of The Booked it Group. The pandemic enabled our business to broaden our market from clubs and events to encompass racecourses, activity centres and hospitality," said Nobbs. "Our acquisition of Party Hard Travel will allow us to build on the success the travel brand has already enjoyed, and our knowledge of their business and the needs of their customers, whilst extending our reaching further within the travel sector."

Cable said: “For technology that makes events run like clockwork, there’s no better than The Booked it Group. They’ve been our safe pair of hands for years now, getting the technology right so we could concentrate on our customers. They know our brand and our business inside-out. For Party Hard Travel, there couldn’t be a better fit than The Booked it Group.

“With this new investment from The Booked it Group, exciting new marketing campaigns and new destinations, hotels and events for 2022, I’m excited for this next phase of growth for Party Hard Travel.”