OMMAX advised PAI Partners on the successful exit of Roompot to KKR

The digital consultancy OMMAX supported PAI Partners, a leading European private equity firm with offices in Europe and the US. It manages €13.6 billion of dedicated buyout funds and, since 1994, has completed 74 transactions in 11 countries, representing over €50 billion in transaction value. The sales object was leading Dutch holiday provider and operator Roompot, which sells holidays primarily through direct online channels for >30 owned parks and >100 partner providers in the Netherlands, Belgium, and Germany.

In the digital vendor due diligence, OMMAX examined the company’s digital performance in-depth, evaluating the company across three dimensions: 1) strategy, 2) organization & culture, and 3) technology, capabilities & processes – including benchmarking against the holiday parks market, travel & tourism industry, and the main competition.

In the evaluation, OMMAX looked at performance along the B2C customer journey stages, including the calculation of the company’s customer economics (CLR, CAC, CLV). OMMAX further derived and prioritized 30 digital value creation initiatives for the business in the short-, mid-, and long-term to accelerate growth and efficiency, working closely with the operational teams to discuss digital quick wins and next steps.

PAI Partners and Roompot were very satisfied with the work of OMMAX.

Jurgen van Cutsem, CEO of Roompot Group, comments: “OMMAX was a reliable advisor for the deal, working collaboratively with other advisors and our internal team. Through a unique, customer-centric view on evaluating our digital performance, they were able to showcase our strength and USPs, the opportunities and priorities of Roompot’s business for the short- and long-term value creation.”

Gaëlle d’Engremont, Partner and Head of Food & Consumer at PAI Partners, comments: “PAI has accompanied Roompot through an exciting transformation journey since 2016. Roompot has significantly reinforced its offer and its leadership in the Dutch holiday park sector over the past four years under the leadership of Jurgen. We are delighted that KKR will support the strong ambitions of the team to continue this successful trajectory.”

Do you want to know more about our experience in transaction advisory? Get in touch with Dr. Stefan Sambol: stefan.sambol (at)


About PAI Partners
PAI Partners is a leading European private equity firm with offices in Paris, London, Luxembourg, Madrid, Milan, Munich, New York and Stockholm. It manages €13.6 billion of dedicated buyout funds and, since 1994, has completed 74 transactions in 11 countries, representing over €50 billion in transaction value. PAI Partners is characterised by its industrial approach to ownership combined with its sector-based organisation. It provides the companies it owns with the financial and strategic support required to pursue their development and enhance strategic value creation. For more information, please visit

About Roompot
Roompot is the second-largest operator and provider of holiday parks in Europe and a regional market leader in the Netherlands, with a strong and expanding position on the coastal regions. More than 2100 employees are motivated to let 3 million guests enjoy a well-earned vacation each year, representing 13 million overnight stays in Roompot’s 17,000 holiday accommodations. In total Roompot has more than 150 holiday parks in Denmark, the Netherlands, Germany, Belgium, France and Spain in its portfolio, from premium resorts to comfortable parks and pleasing campsites. For more information, please visit

About OMMAX – Digital Solutions
OMMAX – Digital Solutions is a digital strategy consultancy based in Munich, Hamburg and Berlin, specializing in sustainable digital value creation while catering to an array of mid-sized companies, large enterprises and more than 30 private equity firms around the world. Composed of >120 international experts and with >600 realized digital projects in the fields of digital strategy, digital operational excellence, data science, and transaction advisory services, OMMAX is a forerunner concerning holistic data-driven strategy consulting and end-to-end execution of digital solutions. For more information, please visit

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