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Not In The Guidebooks

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We are the experiential holiday company that are responsible, sustainable, local and eco-friendly.

  • 30/04/2021
    Closing date
  • £10,000.00
    Min. investment
  • Sports, Entertainment & Education
    Sector
  • EIS
    Investment type

Summary

Not in the Guidebooks is a curated marketplace offering a collection of local and sustainable experiences crafted and delivered by local hosts. (Think Not on the High Street / ETSY for travel.)

We help travellers really get under the skin of the place they are visiting by offering an extensive range of day experiences, mini breaks or longer experiential itineraries that are immersive, authentic and responsible, which customers can fit into existing travel plans or use as a centre piece for their trip/holiday.

Highlights

  • Since our launch in 2018 we have raised £500,000 with Industry Angel investors as well as Seedrs crowdfunding platform engaging over 200 travel agents as Agent investors.
  • We have won contracts with British Airways holidays, Co-op Travel, Hays Travel to name a few accessing over 11,000 travel agents, as well as 2 leading Tour operators to package our unique product.
  • Our Agent engagement has grown 10% month on month.
  • We have a preferred supplier network of over 200 partners with over 750 immersive experiences live.
  • We have built a platform with Agent dashboard and marketing tools giving them inspirational content to share.
  • We have integrated various platforms enabling live booking availability.
  • We exceeded our booking and revenue targets taking bookings to the value of £148,000 in 2020.

Market analysis

Our addressable market is very large and will grow further in the next few years.  The global activity market is worth £148bn with the UK accounting for 2bn.  This is made up of mainly small independent operators with over 75% of booking taken offline (source Skift 2019).

There is a huge pent-up demand for travel with customers seeing it as a priority as soon as they are able to travel. The travel trends are changing with customers looking for experiential and wellness holidays.  There is a greater demand for consumers to pick and choose how they want to fit experiences into their holiday plans as well as greater demand for private experiences with friends and family.

Finally, a recent study by ABTA showed that 62% of people are looking for traverl companies to ensure their holidays help local people and the local economy.


There are many competitors in this space but no-one who does exactly what we do.

Small group guided tours offering experiential trips:

Exodus, Toucan Adventures, G-Adventures, HF Holidays – 

We offer total flexibility and personalisation - modular experiences ranging from a few hours to a few days with the ability for you to choose to have a private experience.


Experience and Activity platforms:

Airbnb experiences, Viator, Get Your Guide

We are not an aggregator, we curate the experiences selecting and vetting local partners, building relationships to help them bring to market, manage their books and support their growth.


Tailormade Holiday Companies:

TravelLocal, Audley, Scott Dunn, Abercrombie and Kent – mainly long-haul and week or longer itineraries.

We offer access to a taste of local as part of your holiday, whether you are staying in a villa or just looking for a weekend away.


Trade activity Providers:

Do Something Different, Attraction World – main focus tickets and mass activities as well as theme parks.


Use of funds

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Only registered investors can access the use of funds. Receive access by registering for an account.

Financial projections

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Only registered investors can access the financial projections. Receive access by registering for an account.

Exit strategy

We would want to sell in 5 years and we are forecasting an 8-10x multiple.  There are a number of potential routes.

Active consolidators such as Dnata who we are currently in conversations with as a trade provider (Dnata, Bookings Holdings, Expedia, Easyjet).

Acquisition by brands that are looking for faster traction to build on the work we have developed in this segment of the travel sector.

General holiday companies who constantly need new sources of growth (ie Travelopia, TUI, Expedia, Lonely Planet).

Private equity investment funds with track record of growing travel businesses (ie LivingBridge, Inflexion, 3i, Equistone).


Key team

Tony Seaman - Chairman

Extensive Travel experience as sales director leading the growth of Attraction World, sales and marketing director MacDonalds Hotels and Holidayautos.com.

Responsible for keeping us all on track and opening doors for partnerships.


Debbie Sowden - Sales Director

25 Years of Travel Agency sales.  Head of sales and marketing for ~Journeys Insurance, Head of Commercial Partnerships for discountvouchers.co.uk and carrentals.co.uk and Commercial Director lastminute.com

Responsible for trade, channel and partnership sales as well as all trade communication.


Lydia Dearden - Commercial Director

Over 30 years experiences in senior roles for major tour operators including TUI UK, Thomas Cook and smaller niche operators Tots to Travel and City Wonders.

Responsible for Product strategy, supplier relationships and contracting as well as product content.


Carol Savage - CEO & Founder

Serial Entreprneur with experiences of growing businesses from scratch as well as creating new revenue streams within ecommerce businesses.

Marketing and ecommerce lead in blue chip organisations including TUI small group adventure division.

Responsible for strategy, marketing and partnerships


Tony May - CTO & Co-Founder

25 years in designing building & managing web, and apps and integrations.  Exodus Travels & ZSL, Zopa & Proplend.

Responsible for technology platform for consumers, agents and partners, integration of  technology platforms for live booking availability as well as mobile apps for partners and customers.


Documents

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The content above has been provided by Jenson Funding Partners LLP who are authorised and regulated by the Financial Conduct Authority under firm registration number 820516.