Brooklyn Travel has been created by the simultaneous public-to-private MBO of Stewart Travel from AIM listed Minoan Group Plc and acquisition of Canterbury Travel.
Stewart Travel is a travel business specialising in providing niche holidays to the independent travel market, specialising into high growth sectors such as Cruise, Canada, Lapland and Golf, sold via online and offline distribution channels, to UK consumers.
Canterbury is a specialist provider of Lapland holidays. It owns and operates Santa-themed villas and hotels, offering a range of Arctic activities such as sleigh rides with huskies, snowmobile experiences, reindeer safaris and Northern Lights excursions.
Armstrong provided full CDD in support of the investment. This included surveying over 2,200 customers, including in-depth interviews. This provided detailed insight into the customer mindset and usage of the service, which is being used to inform operational and strategic management decisions.
This is Armstrong’s fourteenth travel transaction in the last 12 months, including MML Capital’s investment in Travel Department, Mobeus Private Equity’s creation of the Active Travel Group (Ski Solutions/Wilderness Scotland, Wilderness Ireland), LDC’s purchase of Neilson and Alcuin’s acquisition of On the Go Tours.