Soho Square Capital LLP has announced a growth investment in Newmarket Holidays, a UK-based escorted tour operator catering to affluent travelers over 50. Founded in 1983, Newmarket Holidays has become one of the UK's largest independent tour operators, focusing on long-haul tours, which have seen significant growth since 2019.

Niel Alobaidi, who became CEO in 2019, has successfully driven revenue and margin growth. Under his leadership, Newmarket Holidays has developed a strategic plan for organic growth, aiming to expand into new destination markets while replicating successes in established ones.

As part of the investment, Geoff Parkin and Ailsa Pollard will join Newmarket's board as Chair and Non-Executive Director, respectively. Parkin brings extensive experience from L.E.K Consulting, while Pollard has a strong background in the travel sector, including her recent role as CEO of Dnata UK Europe.

Alobaidi expressed enthusiasm for the partnership, highlighting Soho Square's flexible investment approach that allows Newmarket to maintain control while gaining capital and expertise. David Steel, a director at Soho Square, noted Newmarket's rapid growth and loyal customer base, emphasizing the potential for further expansion with their support.

Soho Square Capital specializes in providing flexible capital solutions to established and growing SMEs in the UK and Europe. The firm has a seasoned team with over 15 years of investment experience, capable of investing up to £40 million across various capital structures.

Newmarket Holidays has built a strong reputation over the past four decades for offering exceptional value in escorted tours, river cruises, and resort-based stays. The company aims to enhance customer experiences by ensuring enjoyable and carefree travel.

This investment marks a significant step for both Soho Square and Newmarket Holidays, as they collaborate to accelerate growth and explore new opportunities in the travel sector.