London travel company brings York cruise company on board

A River Thames sightseeing operator has acquired York River Boat Cruises in a £2.5m deal.

City Cruises has acquired the York-based business to expand its footprint in the UK from London and Poole.

It took full ownership last week and will run the brand under the City Cruises York banner.

City Cruises has made major investments in its business this year including the £2.4m refurbishment of the City Alpha and the launch of the third ThamesJet boat and it has seen the growing popularity of its themed Showboat and Jazz cruises.

City Cruises Poole was the company’s first acquisition outside of London, in April 2014 and last year the operation contributed a 47% increase in sales.

The existing York model has a much smaller percentage of trade and internet sales said the company, and its new owners will be developing the brand further and allowing travel agents to benefit from earning commission selling boat trips on the River Ouse.

York Boats currently employs 20 staff lead by general manager Jo Dykes and has five large passenger boats. Dykes, who has been with the company 20 years, will oversee the company’s transition to become City Cruises York.

The City of York is home to more than 40 hotels and attracts over 7m visitors annually.

Kyle Haughton, City Cruises managing director, said: “Our objective is to grow the business beyond London and the new acquisition is a step towards achieving this.

“There are significant opportunities to work with the trade in York and the success we’ve had packaging attractions with cruises is something we want to develop their too.

“We’re increasingly seeing the inbound market expanding into regions outside the capital and we believe that our brand and business model will enhances the traditional boat operator business in York.”