Emerald Enters $1.3 Trillion Luxury Travel Market Through Strategic Acquisition

Emerald Holding’s Strategic Acquisition of This is Beyond: A Game-Changer in Luxury Travel Events

Emerald Holding, Inc. (NYSE:EEX), a leading player in the business-to-business (B2B) event industry, has made headlines with its recent announcement to acquire London-based This is Beyond, a prominent producer of seven high-profile B2B events in the luxury travel sector. This acquisition, expected to close in the second quarter of 2025, marks a significant strategic move for Emerald as it seeks to strengthen its foothold in the burgeoning $1.3 trillion luxury travel market.

A Closer Look at This is Beyond

Founded in 2009, This is Beyond has carved out a niche in the luxury travel industry by creating exclusive experiences that connect elite travel designers, global tour operators, and in-house travel managers. The company has built a reputation for curating high-impact events that cater to the unique needs of luxury travel businesses. Its portfolio includes notable events such as:

• PURE Life Experiences in Marrakech, Morocco
• LE Miami in Miami, Florida, USA
• We Are Africa in Cape Town, South Africa
• We Are Africa North America in Sundance, Utah, USA
• Further East in Bali, Indonesia
• Do Not Disturb in Italy
• Specialists in Entertainment Travel in New Orleans, Louisiana, USA

These events not only showcase the best in luxury travel but also emphasize sustainability, design, and premium brands, making them highly sought after in the industry.

Strategic Benefits of the Acquisition

Emerald’s acquisition of This is Beyond is a textbook example of portfolio optimization and strategic growth. By integrating these established events into its portfolio, Emerald gains immediate access to high-growth, high-margin segments of the luxury travel market without the typical risks associated with launching new events from scratch.

1. Market Diversification: The luxury travel sector is generally more resilient to economic downturns compared to the broader travel industry. This acquisition provides Emerald with a countercyclical buffer, enhancing its overall market stability.

2. Geographic Expansion: The events span multiple continents, including Africa, North America, Europe, and Asia, allowing Emerald to tap into diverse markets and reduce its concentration risk. This international footprint positions Emerald for future regional expansions.

3. Retention of Expertise: The retention of key personnel, including founder Serge Dive and the entire This is Beyond team, significantly mitigates integration risks. Their specialized knowledge and established relationships with premium brands are invaluable assets that will enhance Emerald’s service delivery and customer engagement.

Enhancing Customer Engagement and Service Delivery

Emerald’s commitment to enhancing customer engagement is evident in its plans to leverage This is Beyond’s innovative approach to event curation. By combining the creative expertise of This is Beyond with Emerald’s extensive resources, the company aims to elevate its offerings and deliver exceptional return on investment (ROI) to its customers.

Hervé Sedky, President & CEO of Emerald, expressed enthusiasm about the acquisition, stating, "Expanding into the luxury and experiential travel sectors aligns with our strategy of portfolio optimization and improving Emerald’s top-line growth. This is an exciting opportunity for Emerald, and we are thrilled to welcome This is Beyond into our portfolio of world-class brands and events."

The Future of Luxury Travel Events

As the luxury travel market continues to grow, the demand for high-quality, exclusive experiences is expected to rise. Emerald’s acquisition of This is Beyond positions the company to capitalize on this trend, ensuring it remains at the forefront of the luxury travel event space.

The upcoming editions of This is Beyond’s events promise to be more impactful than ever, with the potential for enhanced experiences that resonate with high-value attendees. The integration of Emerald’s resources with This is Beyond’s innovative approach is set to redefine the landscape of luxury travel events.

Conclusion

Emerald Holding’s acquisition of This is Beyond is a strategic move that not only strengthens its position in the luxury travel market but also enhances its portfolio with established, high-margin events. As the company prepares to integrate This is Beyond into its operations, the future looks bright for both entities. With a focus on innovation, customer engagement, and market expansion, Emerald is poised to lead the charge in the luxury travel event industry, delivering unparalleled experiences that cater to the evolving needs of the market.