CMS advises e-hoi AG on its strategic partnership with TUI Suisse and the acquisition of Cruisetour AG

Frankfurt am Main – e-hoi AG (e-hoi) and TUI Suisse have agreed on a long-term strategic partnership for the Swiss market. As part of the partnership, e-hoi AG has acquired all shares in Cruisetour AG from TUI Suisse. At the same time, e-hoi will become the exclusive provider of ocean and river cruises for TUI Suisse, which significantly strengthens its market position in the Swiss cruise industry.

With the acquisition of Cruisetour AG, e-hoi is strengthening its group travel business, while also gaining direct access to the Swiss B2B cruise market. In future, travel agencies in Switzerland will have access to a comprehensive up-to-date cruise portfolio via e-hoi group’s booking technology. The partnership brings together the complementary strengths of the companies and aims to accelerate further growth in the cruise sector – both online and offline.

A CMS team led by Dr Peter Polke provided e-hoi AG with comprehensive legal and tax strategy advice on this transaction.

e-hoi AG, based in Herisau (Switzerland), is part of e-hoi group and operates e-hoi.ch, one of the leading online booking platforms for cruises in German-speaking countries. The company offers a comprehensive range of international cruises and daily price comparisons and works together with selected partners and cruise lines.

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