Ten Oceans Private Equity Acquires Attraction World Group

Synergies with Prioticket a major reason

Birmingham/Amsterdam, 21st June. Ten Oceans Private Equity, founded and controlled by Dutch entrepreneur Lara Timmerman, has acquired UK leading experiences provider Attraction World for an undisclosed sum, following an earlier investment in Prioticket, a strategic partner of Attraction World. During the pandemic, Attraction World and Prioticket have collaborated in connecting a host of unforgettable experiences in iconic destinations, from world class attractions to inspiring experiences. The ticketing provider is proud to boast full API connections with, amongst many others, Walt Disney World® Resort Florida, Universal Orlando Resort Florida, City Sightseeing Worldwide, Hornblower, SeaWorld Parks & Entertainment, Merlin Entertainments and The Travel Corporation.

The acquisition will allow Attraction World to globalise its distribution channels. The acquisition will see Attraction World CEO Paul Stobbs move into an advisory role within the group.

“I am delighted to be furthering my investment within the travel industry, as my involvement with Prioticket has shown me the amazing future and digital revolution this market has to offer” said Lara Timmerman. “I see a lot of synergies across the two businesses and we will continue to review other investment opportunities across the industry where we feel there are complimentary partnerships”.

“The acquisition of Attraction World fits into Ten Ocean’s strategy to deliver amazing experiences across the globe from the palm of your hand. By acquiring Attraction World, we can further nurture key strategic relationships with Disney, Universal, Merlin Entertainments, Hornblower Group and City Sightseeing.”

Current Chief Commercial Officer, Oliver Nicholls, will move into the role of CEO alongside Justin Mahoney, who will continue in the role of COO but taking a wider responsibility across the Group.

“We are delighted to be moving onto a new chapter at Attraction World” said Mahoney. “Having worked with the team at Prioticket over the past 18 months and discovering the synergies between the two companies, we were delighted when Lara and her team expressed interest in investing in Attraction World. This will have a long-lasting, positive impact for all of our current and future partners, as through this partnership Prioticket’s industry-leading technology will be unlocked for them.”

Oliver Nicholls, who joined Attraction World a little under two years ago said “We are delighted to have secured this investment by Ten Oceans. Having navigated through the COVID pandemic, the new ownership of the group will allow us to move forward with a strong vision and to allow us to focus on the development of the group. We have secured many new distribution partnerships over the last 18 months, some within our traditional travel agent market, but also across other markets, and the new investment will allow us to further these opportunities. I would also like to take the opportunity to thank Paul Stobbs for supporting Justin and myself with a smooth transition, and for continuing his role within the group in an advisory role.”

About Attraction World Group

Attraction World Group is the UK’s leading experience ecosystem. Since its creation, Attraction World has enabled over 5 million customers to pre-book worldwide attractions, confident in the knowledge that they are supported by an incomparable customer service team.

With its team of attractions experts and industry-leading technology, Attraction World is uniquely positioned to help its travel partners grow their sales of attraction tickets. We offer an unrivalled range of theme parks, sightseeing tours, theatre shows, experience days and other activities in over 30 countries around the world.

Media Contact:

Oliver Nicholls




About Prioticket

Prioticket is the leading ticketing platform for the travel industry. The new technology available to Attraction World will lead to a massively broadened product

portfolio, including new experiences, innovative combos & bundles, pass options and upsell opportunities. Simplified ticketing and the confidence that the best and most immersive customer experience is being offered to each and every customer, enabling them to design their dream holidays in the most simple way, digitally.

About Ten Oceans

Ten Oceans is a travel investment company looking for both strategic value and financial returns in all its investments. Portfolio companies gain access to our extensive global network, industry know-how and technology.

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