Sector Leisure; Business Services
Location Buckinghamshire, UK
Investment type Buyout
Date September 2017
Status Current
Non-Executive Directors Tom Pemberton, James Stevens

Virgin Experience Days

The company

Virgin Experience Days offers curated experiences to consumers and corporates, from flying Spitfires to short luxury breaks, selling over 750,000 experiences annually. Virgin Experience Days operates B2C and B2B divisions. The B2C offering provides customers with access to leisure experiences via branded vouchers and gift cards. Virgin Incentives, the B2B division, offers experience days for employee rewards and recognition programmes, with clients such as Barclaycard and Samsung.

A high-growth business, revenue has doubled to £50m in three years, driven by a seamless tech-enabled customer experience and the ongoing consumer shift to sharing experiences over tangible goods. The UK B2C ‘experience day’ market is worth c. £250m and is growing at over 15% p.a.

Growth strategy

Virgin Experience Days is the largest player in the UK market and has enjoyed double-digit revenue growth for over a decade. The management team sought an investment partner to support them in creating long-term sustainable growth.

The Inflexion difference

As part of the buyout, Inflexion introduced leisure sector expert, Simon McMurtrie, as Chairman. Simon will work alongside CEO Paul O’Brien who has led the business for over a decade.

Capitalising on our track record with related businesses such as Reward Gateway, Reed & Mackay and On the Beach and our expertise in launching international operations, we will help accelerate sales into new markets with growing demand for personalised experiences, and support the re-launch of Virgin Incentives in the multi-billion pound employee rewards and recognition market. Inflexion’s digital expertise will also help advance the company’s digital marketing strategy.