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Hornblower Group acquires Shore Excursions of America

Hornblower Group, whose holdings include American Queen Steamboat Co. and Victory Cruise Lines, acquired Shore Excursions of America.

This allows Hornblower to grow its overnight cruise experience with AQSC and VCL, elevate the travel agent and consumer booking process and expand land-based excursions.

'Integrating Shore Excursions of America’s experiences was a strategic investment in the long-term success of Hornblower Group and demonstrates our continued commitment to the future. It was the logical next step in the organic growth of our overnight cruise division with American Queen Steamboat Company and Victory Cruise Lines,' said Kevin Rabbitt, CEO, Hornblower Group.

Three new vessels

The integration of Shore Excursions of America with Hornblower will also allow AQSC and VCL to further develop their offerings in anticipation of growth through upcoming vessels, including American Countess and Ocean Victory in 2021 and Ocean Discoverer in 2023.

'We have always shared the same core values and service-oriented cultures as the Hornblower Group,' said James Palmeri, principal and co-founder of Shore Excursions of America. 'We look forward to starting this new chapter with American Queen Steamboat Company and Victory Cruise Lines as we continue to create and deliver amazing experiences for our guests. We also look forward to leveraging the resources of Hornblower overall to bring our services to a broader consumer audience.'

Palmeri and management team stay on

Following the acquisition, Palmeri will continue as principal and founder, with the remainder of the management team expected to stay in place with no change in responsibilities.

Based in Easton, Pennsylvania, Shore Excursions of America was founded in 2011 exclusively to fulfill the needs of AQSC and, subsequently, VCL.

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