Hotelbeds has always been one of those under the radar type brands, overshadowed by more widely known consumer facing names, and the less glamorous subsidiary of TUI until it was divested of, and snapped up by private equity last year. 

That PE deal has given the business firepower to make acquisitions and you have to respect the ambition and strategic move to strike the deal with GTA in particular. 

The bedbank sector has undergone huge consolidation in the past decade, which is not surprising given that its a commodity product with wafer margins. This means that differentiation has to be mainly driven through superior technology and global strategic  partnerships which is just what Hotelbeds will now have a real lead on.