The AA and Enthuse Holdings have entered into a joint venture partnership in respect of the AA’s hotels, hospitality, publishing and merchandising businesses.
Under the terms of the agreement, Enthuse will acquire 51% of AA Media and the balance will be held by AA. AA Media will continue to use the AA brand as defined under a brand licensing agreement.
Enthuse are a specialist international publishing and media group with a diverse portfolio of magazines, events and online communities acquired through a buy-and-build strategy. The Enthuse brands today serve 30 enthusiast communities, principally in the UK and the US.
Simon Numphud, managing director, AA hotel and hospitality services, said: “We are delighted to be working with the Enthuse Group which will enable our hotels and hospitality business to accelerate its digitisation and growth plans. As the UK’s leading quality assessment organisation, it gives us an exciting platform to evolve our products and services for the future benefit of all the hospitality businesses we work with.”
Owen Davies, CEO and founder of Enthuse Group, added: “I am pleased to announce this partnership after a year of growth and international expansion for Enthuse. AA Media is a fantastic business with a beloved and trusted brand. We are delighted to welcome the AA Media team to Enthuse and we look forward to accelerating the opportunities to digitise and expand the business.”