Booking Holdings buys activities booking provider FareHerbor
OTA group Booking Holdings has announced a deal to acquire FareHarbor, a Colorado based activities and tours tech provider.
Established five years ago, FareHarbor connects customers to tour companies through its booking software and will operate as an independent brand in the Booking Holdings portfolio.
Booking Holdings expects to complete the transaction in a matter of weeks it said.
"We see an immense opportunity to leverage this technology to bring more local experiences online, benefitting the entire global travel ecosystem for both consumers and local businesses by allowing them to connect instantly through a seamless digital experience," said Booking.com CEO Gillian Tans said.
FareHarbor management will report to Tans and the Booking.com leadership tem.
"Today travel is fueled by technology, yet the local experiences and attractions marketplace is still largely offline," said Tans.
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