Secret Escapes acquires Irish hospitality marketplace Empathy Marketing

Keiligh Baker's picture

Travel deals site Secret Escapes has acquired Empathy Marketing Limited (EML), a platform for hospitality and ecommerce offers in Ireland for an undisclosed amount.

Empathy Marketing Limited is known as Ireland’s leading marketplace for hospitality and e-commerce offers. This deal is due to complete in February 2019. In order to fund this acquisition, Secret Escapes Group will be partnering with Searchlight Capital Partners L.P.

Founded in 2000, Empathy Marketing Limited owns Pigback.com, an Irish rival of Secret Escapes and counts over 1 million active members in the Republic of Ireland and Northern Ireland across its brands.

The acquisition will allow Secret Escapes Group to gain access in the Irish market.

EML’s executive chairman Michael O’Dwyer and chief operating officer John McDonald will continue to run the websites.

A statement says the Irish company, which was founded in 2000, reported €5.7 million in revenue in 2017 and has increased sales by more than 200% since 2016.