Walks Acquisition: Key Details, Impact, and What Comes Next

City Experiences, a division of Hornblower Group, has acquired Walks, a prominent walking tour company. This strategic move aims to broaden City Experiences' portfolio, integrating Walks' extensive land-based tours into its offerings. The acquisition signifies a notable expansion in the travel and tourism industry, enhancing City Experiences' ability to provide diverse and comprehensive experiences to travelers worldwide.

What Is Walks?

Founded in 2025, Walks specializes in offering small group tours across major cities worldwide. Their core services include exclusive access tours, VIP experiences, and meticulously planned itineraries. Unique selling points include small group sizes for personalized experiences, unrivaled access to attractions like early entrance to the Vatican, and expert guides known for their storytelling. Walks has garnered positive testimonials for its high customer satisfaction and unique tour offerings.

Who Acquired Walks?

City Experiences is a prominent provider in the travel and tourism industry, offering a diverse range of iconic activities in major cities worldwide. Their key services include City Cruises, walking tours, food and drink tours, and private events such as corporate gatherings and weddings. With a strong market position, City Experiences is known for its extensive network, expert local guides, and flexible booking options, making it a significant player in delivering memorable experiences to travelers.

When Was Walks Acquired?

City Experiences acquired Walks on April 6, 2021. This acquisition occurred as the travel and tourism industry was beginning to recover from the significant impacts of the COVID-19 pandemic. The timing reflects a broader trend of companies consolidating and expanding their offerings to adapt to the new market conditions. By integrating Walks' land-based tours, City Experiences aims to provide a more comprehensive range of travel experiences, aligning with the industry's shift towards diversified and seamless travel solutions.

Why Was Walks Acquired?

• Market Expansion: The acquisition of Walks allows City Experiences to significantly broaden its market reach. By integrating Walks' extensive portfolio of over 100 unique street-level tours across 14 cities, including major destinations like Rome, Paris, and New York, City Experiences can now offer a more diverse range of land-based activities. This strategic move enhances their ability to provide comprehensive travel experiences, combining both land and water-based tours.
• Technology Integration: City Experiences benefits from Walks' advanced technology, particularly through the implementation of the Anchor booking platform. This platform is designed to offer a seamless and personalized digital experience for guests, facilitating easier cross-selling and improving overall customer satisfaction. The integration of this technology supports the company's goal of providing a frictionless and holistic end-to-end journey for travelers.
• Competitive Advantage: The acquisition strengthens City Experiences' competitive position by creating a unified brand identity that connects land and water experiences. This consolidation allows for more focused marketing and sales efforts, increased guest recognition, and the ability to cross-sell a diverse portfolio within cities and between global destinations. Additionally, the integration of Walks' specialized small group tours and expert guides enhances the overall quality and uniqueness of the experiences offered, setting City Experiences apart from other operators in the industry.

Acquisition Terms

• Acquisition Price: The acquisition price for Walks was not publicly disclosed.
• Payment Method: The payment method used for the acquisition was not specified.
• Key Conditions or Agreements:
  • Stephen Oddo, co-founder and CEO of Walks, will remain with the company.
  • Walks will continue to operate under its brand, with its tours being incorporated into the City Experiences website.
  • The rebranding aims to create a unified brand identity to connect land and water experiences, enhance marketing and sales efforts, increase guest recognition, and facilitate cross-selling within cities and between global destinations.
  • Walks plans to expand in the U.S. and rehire staff laid off during the pandemic.
  • Walks is appointed as the new official operator of the Grand Central Terminal Tour.

Impact on Walks

The acquisition of Walks by City Experiences has led to significant changes in operations and management. Stephen Oddo, co-founder and CEO of Walks, remains with the company, ensuring continuity in leadership. The rebranding under City Experiences aims to unify land and water-based tours, enhancing marketing and sales efforts. Walks' tours are now integrated into the City Experiences website, offering a seamless booking experience. Additionally, Walks has been appointed as the new official operator of the Grand Central Terminal Tour, further expanding its operational footprint.

Product offerings have also seen notable enhancements. Walks' extensive portfolio of over 100 unique tours across 14 cities is now part of City Experiences, providing a broader range of activities for travelers. The integration of Walks' "Tours From Home" online experiences complements the in-person tours, catering to a diverse audience. Employee reactions have been positive, with plans to rehire staff laid off during the pandemic. Customer feedback, while not explicitly detailed, is anticipated to be favorable due to the improved guest experience and expanded tour options.

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