Secret Escapes Bolsters Events Offerings with Strategic Acquisition
UK-based luxury travel platform Secret Escapes has acquired My City Venue, a digital concierge service specializing in nightlife and event bookings. This undisclosed deal marks Secret Escapes’ second strategic acquisition in 2014 as it expands beyond its core luxury travel offerings.
Key Details of the Acquisition
- Undisclosed Terms: While financial details remain confidential, Secret Escapes confirms it acquired the entire My City Venue business
- Transition Plan: My City Venue founders will depart after a handover period, with operations fully integrated into Secret Escapes
- Low-Key Announcement: The deal was communicated primarily through emails to My City Venue members and partners
About My City Venue
Founded in 2011 by Ronald Ndoro and William Sachiti, My City Venue revolutionized nightlife planning by:
- Partnering with 1,200+ UK venues
- Offering ticket purchases and premium features like queue-jumping privileges
- Serving as a comprehensive digital concierge for event planning
The platform competed with established players like TimeOut and emerging services such as YPlan.
Strategic Rationale Behind the Deal
Secret Escapes co-founder Troy Collins explained the acquisition aligns with their vision to enhance travel experiences:
“There’s natural synergy between travel and events. We already combine hotel and theater packages - this acquisition lets us expand these offerings while maintaining our core focus on luxury travel deals.”
Collins emphasized Secret Escapes’ strong brand recognition (60% UK awareness) in travel deals remains unchanged.
Growth Through Strategic Acquisitions
This marks Secret Escapes’ second acquisition in 2014, following their January purchase of German hotel booking app JustBook. Both deals were supported by major investors including:
The My City Venue acquisition demonstrates Secret Escapes’ commitment to expanding its value proposition while maintaining its luxury travel foundation.
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