Ten Oceans Private Equity Acquires Open Pass LTD

10 Oceans logo

Birmingham/Oxford/Amsterdam, 28th October:

Ten Oceans Private Equity, has acquired the UK’s leading pass technology provider Open Pass for an undisclosed sum. The deal follows the acquisition of Attraction World Group in June, and an earlier investment in leading Dutch travel tech company Prioticket, a strategic partner of Attraction World.

Speaking following the acquisition, Managing Director and Founder of Open Pass Andrew Twigg commented; “The acquisition of Open Pass by Ten Oceans allows myself and the team to work with the other group companies to scale our business and connect with a new customer base. The UK remains very important for us though, and we are working with a number of UK family marketing platforms on increasing their reach, whilst delivering attractions with proven technology. Today is an incredibly exciting occasion for us all and we are looking forward to the future as part of Ten Oceans.”

Whilst Andrew will carry on as the Managing Director, he will also join the Attraction World Group board as Chief Technology Officer, alongside Chief Operating Officer Justin Mahoney, and Group Chief Executive Officer Olly Nicholls.

Olly commented: “the acquisition of Open Pass by our parent Ten Oceans allows us to further evolve as a business, and to expand our distribution reach even further. Whilst we are building an industry leading tech stack with our partners at Prioticket, this acquisition allows us to also concentrate on the “in-destination” purchase of experiences, and we have some really exciting announcements to make in the coming weeks regarding new UK partnerships focusing on the ever-growing family market which we know very well. Having known Andrew for nearly 10 years, I am delighted to welcome him and his team to the group, and Andrew to our leadership team at Attraction World Group.”

The acquisition will allow Open Pass to globalise its supply and distribution partnerships, and work on further joint synergies with Prioticket and Attraction World.

“We see huge opportunities in the industry as we witness the bounce back of the global travel sector, and with this acquisition we saw a unique opportunity to deliver experiences to a different type of customer than we are traditionally used to. We aren’t stopping here though; we have a number of other opportunities we are currently looking at which we feel add value to our companies as we look to strengthen further” said Nicholls. “The acquisition of Open Pass fits into Ten Ocean’s strategy to deliver amazing experiences across the globe from the palm of your hand. By acquiring Open Pass, we can further nurture key strategic relationships with Disney, Universal, Merlin Entertainments, Hornblower Group, City Sightseeing and others.”

About Open Pass

Open Pass is an online system for selling and redeeming attraction tickets, tours and multi-attraction passes designed specifically for the attraction industry, Open Pass connects attractions with distribution partners, from local hotels to global OTAs, and ultimately to the widest possible range of buyers. The platform seamlessly delivers increased sales whilst offering customers choice and value for money.

Open Pass is the leading destination pass provider in the UK with a range of multi-attraction passes well-established across the country. Our successful model builds long-lasting partnerships between attractions, both large and small, DMO’s, hotels and VIC’s. It provides a complete destination offer that appeals to visitors and is flexible, simple to set up and easy to use.

About Attraction World Group

Attraction World Group is the UK’s leading experience ecosystem. Since its creation, Attraction World has enabled over 8 million customers to pre-book worldwide attractions, confident in the knowledge that they are supported by an incomparable customer service team.

With its team of attractions experts and industry-leading technology, Attraction World is uniquely positioned to help its travel partners grow their sales of attraction tickets. We offer an unrivalled range of theme parks, sightseeing tours, theatre shows, experience days and other activities in over 30 countries around the world.

Media Contact:

Oliver Nicholls


[email protected]


About Prioticket

Prioticket is the leading ticketing platform for the travel industry. The new technology available to Attraction World will lead to a massively broadened product portfolio, including new experiences, innovative combos & bundles, pass options and upsell opportunities. Simplified ticketing and the confidence that the best and most immersive customer experience is being offered to each and every customer, enabling them to design their dream holidays in the most simple way, digitally.

About Ten Oceans

Ten Oceans is a travel investment company looking for both strategic value and financial returns in all its investments. Portfolio companies gain access to our extensive global network, industry know-how and leading technology.

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