XO Group Expands Wedding Marketplace, Acquiring GigMasters
By acquiring the online entertainment marketplace, XO Group aims to seamlessly connect couples with local DJs, photographers, and more.
XO Group is racking up alliances this week: The weddings and new parenting lifestyle media company has acquired GigMasters, an online marketplace for entertainment, and struck a partnership with Jetaport, which provides discounted hotel room blocks for events.
Both deals are intended to bolster XO Group wedding property The Knot’s status as a content-driven marketplace, connecting couples with vendors as they seek to make all of the bookings necessary for a wedding.
The news follows the spring launch of The Knot’s new mobile-first website, redesigned with the intent of delivering a personalized experience to seamlessly match couples with more than 250,000 local wedding professionals across 30 categories.
Now, with the GigMasters acquisition, XO Group will expand further, making it possible for couples to transact with thousands more local wedding bands, DJs, photographers, and the like. And for the retailers that work with GigMasters, the increased visibility provided by XO Group will ideally lead to a higher volume of online bookings for physical goods and services.
“We’re excited to join XO Group — we are both deeply committed to helping people celebrate life’s biggest moments,” said Mike Caldwell, CEO of GigMasters, in a statement. “The Knot will expand the reach of our services, helping more couples book the perfect event professional, while bringing more highly qualified business to our local merchants.”
With the Jetaport integration, couples on The Knot can save significant time researching and booking hotel room blocks — a necessity for couples with out of town guests. and also save their guests an average of 15 percent on hotel rooms at more than 200,000 hotels.
“The Knot has always effectively created connections between our couples and their desired wedding professionals,” Kristin Savilia, President of XO Group, told GeoMarketing. “These two new services allow couples to easily book a band or reserve a room block online, bringing wedding pros prequalified couples who are ready to sign on for services. In the case of room blocks, couples reserve online which creates the offline [connection], driving guests to book and stay in local hotels.”