Trip.com Group takes majority stake in cruise specialist e-hoi

What's the deal? Trip.com GroupDealroom has a profile for this one. Try Dealroom → is acquiring a majority stake in e-hoiDealroom has a profile for this one. Try Dealroom →, the Frankfurt-based online cruise specialist. The move folds e-hoi into one of the world's largest online travel companies. Terms were not disclosed.

What changes? For customers and staff, little. Founder and chief executive officer Detlev Schäferjohann stays on to guide strategy, and the existing management team remains in place.

What does e-hoi do? The company has specialised in ocean and river cruises for many years. It has expanded internationally in recent years, running several brands across a number of European markets.

What's the endgame? With TripDealroom has a profile for this one. Try Dealroom →.com as majority shareholder, e-hoi enters what the company calls a new phase of development. The backing of a global parent gives the cruise seller reach and resources to grow across Europe.

The signal: The deal shows large online travel players extending into specialist niches like cruise, buying established regional brands rather than building from scratch.

Read more: tourism-insider.com