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Yahoo!7 is poised to lead the market in the online travel category following the announcement today of a deal to acquire Australia’s leading online travel marketplace, totaltravel.com

totaltravel.com is one of the leading travel sites in Australia with 167,000 listings across multiple travel-related categories including accommodation, restaurants, events, shops and attractions as well as premium travel content. Travellers can research destinations, find travel offers and then deal direct with the travel suppliers to save money.

“It’s a great time to invest and we’re confident that following the acquisition we will quickly move to the number one audience position in the online travel sites in Australia. Our premium content, the ability for advertisers to target an engaged audience and the scale of Yahoo!7 will deliver the best environment for advertisers interested in a travel-minded audience,” said Yahoo!7 CEO, Rohan Lund.

According to Malcolm Baker, Director and CEO for totaltravel.com the company’s marketplace model, where users interact directly with the travel suppliers, results in both the suppliers and users getting a better deal.

“We’re proud of the work we have done building the totaltravel.com company and we’re pleased to join forces Yahoo!7. The Australian domestic travel market was valued at nearly $65 billion last year and we’re confident that joining with Yahoo!7 will provide the best opportunity to take an even larger share of the growing travel market,” said Malcolm Baker.

Following completion of the deal Yahoo!7 will look to combine its existing premium travel site with totaltravel.com’s quality listings data to create Australia’s leading travel destination.

“We want to deliver an amazing online travel experience for our users. Our technology platform, combined with the Seven Network stable of TV and magazines travel content and now the power of the totaltravel.com listings, is a winning combination for users and advertisers alike,” Rohan Lund said.

The acquisition of totaltravel.com aligns with Yahoo!7’s local strategy and allows Yahoo!7 to integrate totaltravel.com’s listings data in contextually relevant places across the Yahoo!7 Network making the Yahoo!7 experience even more local and more relevant.