Saga acquires Destinology


Saga has acquired a majority shareholding in Destinology, one of the UK's leading online travel companies, offering bespoke holidays at five-star hotels and resorts in major international destinations, including the Maldives, Dubai, the Caribbean, the Far East, the USA and Europe.

With a head office in Bolton and a retail store in Wilmslow, which opened in May 2013, they employ over 100 staff in the UK and last year served some 30,000 holidaymakers. Destinology's well-established online platform attracts over five million visitors a year and has developed a strong social media presence, with over a million followers on Google Plus and over two million YouTube views each year. 

Andrew Strong, chief executive of Saga's travel division commented "I have been impressed with the quality of the team at Destinology. It is an excellent fit with our existing travel brands: Saga Holidays, Saga Cruises and Titan and as part of the Saga plc family they will benefit from sharing expertise and buying power.

"Building on their current plans the Destinology brand, will reach the affluent younger part of Saga plc's database of 10 million people.

"This acquisition is the first since Saga floated and demonstrates our commitment to growing our travel businesses and serving the varied travel needs of our customers. This acquisition is one of a number of key strategic initiatives we prioritised including developing third party cruising and creating a new digital platform."

Dominic Speakman will remain with Destinology as President and will retain a shareholding in the business.

He said "Working with Livingstone Partners on the deal, we felt that Saga presented the most compelling opportunity to take the business to the next level.

"This deal will allow Destinology's talented management team to continue to innovate and grow the business working alongside the vast experience of the Saga team. Destinology will retain its distinct identity and absolute focus on quality and delighting customers.

"The online skills and flair of Destinology will be married with the financial backing, purchasing clout and huge data base of prospects from Saga plc. This will enable Destinology to strengthen its position as the UKs leading luxury tour operator."

Destinology bookings can be made online at or via their Wilmslow store at 47-49 Alderley Road.