Excalibur Group, the British e-commerce and deals holding company, has announced the acquisition of SpaSeekers, one of the UK’s longest-established spa booking platforms. The deal follows the acquisition of Spabreaks.com in October 2025 and marks a further step in the group’s strategy to strengthen its presence in the British spa and wellness sector. The financial terms of the transaction have not been disclosed.
Owner of brands including Wowcher, 5pm, Things-To-Do and Superbreak, Excalibur Group has spent several years building a portfolio of online experiences and leisure offerings. The acquisition of SpaSeekers adds a second major player in spa booking to that architecture, alongside Spabreaks.com and its premium Elysium Collection.
Two platforms, two complementary positionings
SpaSeekers and Spabreaks.com will continue to operate as independent brands, with no immediate changes to booking processes or agreements with spa partners. The SpaSeekers team, based in Coventry, and the Spabreaks.com team, based in Brighton, remain in place.
The coming together of the two platforms creates an expanded presence in the UK spa market, combining Spabreaks.com’s premium, experiential offering with SpaSeekers’ mass-market reach. Jason Goldberg, founder of SpaSeekers, is leaving the business following the transaction.
A growth strategy built on successive acquisitions
In a statement, George Oborne, CEO of Excalibur Group, said: “This is excellent news for Excalibur Group and for the spa industry as a whole. The acquisition of Spabreaks.com in October kick-started double-digit year-on-year growth, and we will apply the same approach to SpaSeekers, which will ultimately mean busier spas across the country.”
The immediate priority is operational continuity, alongside investment to strengthen SpaSeekers’ marketing and digital capabilities, drawing on the technology and initiatives already successfully deployed at Spabreaks.com. Both brands are expected to benefit from improved scalability and stronger market coverage, while retaining their respective identities and customer bases.
Towards broader consolidation of the spa market?
This double acquisition in under a year positions Excalibur Group as the leading ‘consolidator’ in the UK spa booking market, a sector historically fragmented between independent platforms and networks of establishments with uneven digital strategies. The move echoes rationalisation trends already seen on the hotel side, where financial or strategic players bring together scattered portfolios to build dominant positions in a domestic market before considering international expansion, where relevant.
The question of European, or even global, consolidation of the spa market remains open for now. The sector remains structurally different from pure hospitality: spa booking platforms often operate in domestic markets with very specific consumer habits and partner networks, which limits the immediate replicability of a British model across the continent. However, the concentration dynamic seen in the UK fits within a broader trend of rationalisation among tourism and experiential distribution players, echoing the consolidation seen in European hospitality, where groups are building multi-brand platforms through successive acquisitions rather than organic growth.
Should a player with firepower comparable to Excalibur Group’s replicate this approach in other European markets, regional consolidation of the spa sector could not be ruled out in the medium term, along the lines of what is already being seen in internationally structured hotel portfolio transactions. For now, however, there is no sign of any plan for Excalibur Group to expand beyond the UK.
At a glance by The Hospitality Tribune
Excalibur Group acquires SpaSeekers, its second UK spa platform in a year
Second spa-sector acquisition for Excalibur Group after Spabreaks.com (October 2025)
Financial terms of the SpaSeekers deal undisclosed
SpaSeekers (Coventry) and Spabreaks.com (Brighton) to remain standalone brands
SpaSeekers founder Jason Goldberg to step away from the business
Excalibur Group also owns Wowcher, 5pm, Things-To-Do and Superbreak
Spabreaks.com delivered double-digit year-on-year growth following its acquisition
