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 group tours, events, and cruises, with long-haul tours being its fastest-growing revenue segment since 2019.

Niel Alobaidi, who became CEO in 2019, has significantly increased revenue and margins, leading the company with a clear plan for organic growth. This includes expanding into new destination markets based on their success in established areas. As part of the investment, Geoff Parkin and Ailsa Pollard will join Newmarket's board, bringing extensive experience from the travel sector.

Alobaidi expressed enthusiasm for the partnership with Soho Square, highlighting their flexible investment approach that allows Newmarket to maintain control while benefiting from 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's investment strategy focuses on providing flexible capital solutions to established UK and European SMEs, with the capability to invest up to £40 million in various forms, including senior debt and equity. The firm has a seasoned team that has navigated multiple economic cycles, working closely with management teams to create tailored financing solutions.

Newmarket Holidays has built a strong reputation over the past 40 years for offering exceptional value and customer care in escorted tours and cruises. The company aims to enhance customer experiences, ensuring enjoyable and carefree travel for its clients.

In summary, the partnership between Soho Square and Newmarket Holidays is set to accelerate growth for the tour operator, leveraging Soho Square's investment expertise and Newmarket's established market presence.