The acquisition follows Booked it’s move for Party Hard Travel in April, adding to a group that includes night time social platform Licklist and Booked It, which provides technology solutions to leisure, activity and hospitality companies.

More Life VIP launched in 2021 to cater for younger consumers with a focus on luxury travel, running high-profile influencer campaigns promoting brands running from The Biltmore, Mayfair to Nobu Marbella. 

Brad Nobbs, co-founder and chief executive of The Booked it Group, said the company was aiming to revolutionise travel through technology. “The Booked it Group’s expansion into travel was a strategic move to utilise our forward-thinking technology within a new market,” he explained.

“The acquisition of More Life VIP strengthens our position. One of More Life VIP’s strengths is its differentiation, catering to a younger audience ready to experience the world’s best hotels and experiences.”

Aine McKenna, general manager of More Life VIP, added said joining The Booked it Group would give the brand access to an "active database" of 1.4 million users, one that was growing by nearly 100,000 a month, she claimed, as well as a "strong marketing team" that would help More Life access a wider audience.

"Technology is increasingly used within the luxury travel space to enhance customer experience. Being a part of The Booked it Group will help us to elevate our offering to hotels and experience partners.”

Party Hard Travel has delivered a strong 2022 summer season since the April acquisition, taking 10,000 new bookings in less than three months. Co-founder Nathan Cable – a TTG 30 Under 30 alumnus – has also joined The Booked it Group’s board of directors.