Trade-only tour operator If Only has been acquired by Elegant Resorts owner Portman Travel Group.

The deal, signed for an undisclosed sum, will see If Only founders Brendan and Mary Maguire step down 18 years after setting up the business. 

The senior team, including Andy Freeth, Gordon McCreadie, Tracy Docherty and David Irving, is to remain in place.  

If Only and Elegant Resorts brands will remain “distinctly separate” from one another, Freeth said, with no immediate changes planned for either business. 

Portman chief executive Redmond Walsh said the business was appointing a brand consultant to “settle the relationship between the two luxury brands”, adding that Elegant was at “the upper end of the luxury space” with a higher average booking value. 

“I’ve known Andy for 10 years and (the brand) is an obvious fit given Portman is already in the luxury space with Elegant Resorts,” he said. 

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