Emerald Holding (NYSE:EEX) has announced an agreement to acquire London-based This is Beyond, a producer of seven premier B2B events in the luxury travel industry. The acquisition, expected to close in Q2, strengthens Emerald’s position in the $1.3 trillion luxury travel market.
Founded in 2009, This is Beyond specializes in creating exclusive experiences connecting elite travel designers, global tour operators, and in-house travel managers. The portfolio includes notable events such as PURE Life Experiences in Marrakech, LE Miami, We Are Africa in Cape Town, We Are Africa North America in Utah, Further East in Bali, Do Not Disturb in Italy, and Specialists in Entertainment Travel in New Orleans.
Following the acquisition, This is Beyond’s team, including founder Serge Dive, will join Emerald, combining their expertise in luxury travel events with Emerald’s resources to enhance service delivery and customer engagement.
Emerald Holding (NYSE:EEX) ha annunciato un accordo per acquisire This is Beyond, un produttore di sette eventi B2B di alto livello nel settore dei viaggi di lusso, con sede a Londra. L’acquisizione, prevista per chiudersi nel secondo trimestre, rafforza la posizione di Emerald nel mercato dei viaggi di lusso da 1,3 trilioni di dollari.
Fondata nel 2009, This is Beyond si specializza nella creazione di esperienze esclusive che collegano designer di viaggi d’élite, tour operator globali e manager di viaggio interni. Il portfolio include eventi notevoli come PURE Life Experiences a Marrakech, LE Miami, We Are Africa a Cape Town, We Are Africa North America nello Utah, Further East a Bali, Do Not Disturb in Italia e Specialists in Entertainment Travel a New Orleans.
Dopo l’acquisizione, il team di This is Beyond, incluso il fondatore Serge Dive, si unirà a Emerald, combinando la loro esperienza negli eventi di viaggi di lusso con le risorse di Emerald per migliorare la qualità del servizio e l’impegno con i clienti.
Emerald Holding (NYSE:EEX) ha anunciado un acuerdo para adquirir This is Beyond, un productor de siete eventos B2B de primer nivel en la industria de viajes de lujo, con sede en Londres. La adquisición, que se espera que se cierre en el segundo trimestre, refuerza la posición de Emerald en el mercado de viajes de lujo de 1.3 billones de dólares.
Fundada en 2009, This is Beyond se especializa en crear experiencias exclusivas que conectan a diseñadores de viajes de élite, operadores turísticos globales y gerentes de viajes internos. El portafolio incluye eventos notables como PURE Life Experiences en Marrakech, LE Miami, We Are Africa en Ciudad del Cabo, We Are Africa North America en Utah, Further East en Bali, Do Not Disturb en Italia y Specialists in Entertainment Travel en Nueva Orleans.
Tras la adquisición, el equipo de This is Beyond, incluido el fundador Serge Dive, se unirá a Emerald, combinando su experiencia en eventos de viajes de lujo con los recursos de Emerald para mejorar la entrega de servicios y el compromiso con los clientes.
에메랄드 홀딩스 (NYSE:EEX)는 런던에 본사를 둔 This is Beyond를 인수하기 위한 계약을 발표했습니다. 이 회사는 고급 여행 산업에서 7개의 주요 B2B 이벤트를 제작합니다. 이번 인수는 2분기 내에 완료될 예정이며, 1.3조 달러 규모의 고급 여행 시장에서 에메랄드의 입지를 강화합니다.
2009년에 설립된 This is Beyond는 엘리트 여행 디자이너, 글로벌 투어 운영자 및 내부 여행 관리자를 연결하는 독점적인 경험을 창출하는 데 전문화되어 있습니다. 포트폴리오는 마라케시의 PURE Life Experiences, LE Miami, 케이프타운의 We Are Africa, 유타의 We Are Africa North America, 발리의 Further East, 이탈리아의 Do Not Disturb, 뉴올리언스의 Specialists in Entertainment Travel와 같은 주목할 만한 이벤트를 포함합니다.
인수 이후, This is Beyond의 팀은 창립자인 Serge Dive를 포함하여 에메랄드에 합류하며, 고급 여행 이벤트에 대한 그들의 전문성과 에메랄드의 자원을 결합하여 서비스 제공 및 고객 참여를 향상시킬 것입니다.
Emerald Holding (NYSE:EEX) a annoncé un accord pour acquérir This is Beyond, un producteur de sept événements B2B de premier plan dans l’industrie du voyage de luxe, basé à Londres. L’acquisition, qui devrait se conclure au deuxième trimestre, renforce la position d’Emerald sur le marché du voyage de luxe de 1,3 trillion de dollars.
Fondée en 2009, This is Beyond se spécialise dans la création d’expériences exclusives reliant des designers de voyages d’élite, des tour-opérateurs mondiaux et des gestionnaires de voyages internes. Le portefeuille comprend des événements notables tels que PURE Life Experiences à Marrakech, LE Miami, We Are Africa à Cape Town, We Are Africa North America en Utah, Further East à Bali, Do Not Disturb en Italie et Specialists in Entertainment Travel à La Nouvelle-Orléans.
Suite à l’acquisition, l’équipe de This is Beyond, y compris le fondateur Serge Dive, rejoindra Emerald, combinant leur expertise dans les événements de voyage de luxe avec les ressources d’Emerald pour améliorer la prestation de services et l’engagement des clients.
Emerald Holding (NYSE:EEX) hat eine Vereinbarung zur Übernahme von This is Beyond bekannt gegeben, einem Anbieter von sieben erstklassigen B2B-Events in der Luxusreisebranche mit Sitz in London. Die Übernahme, die im zweiten Quartal abgeschlossen werden soll, stärkt die Position von Emerald im 1,3 Billionen Dollar schweren Luxusreisemarkt.
Gegründet im Jahr 2009, hat sich This is Beyond auf die Schaffung exklusiver Erlebnisse spezialisiert, die Elite-Reisegestalter, globale Reiseveranstalter und interne Reiseleiter miteinander verbinden. Das Portfolio umfasst bemerkenswerte Veranstaltungen wie PURE Life Experiences in Marrakesch, LE Miami, We Are Africa in Kapstadt, We Are Africa North America in Utah, Further East in Bali, Do Not Disturb in Italien und Specialists in Entertainment Travel in New Orleans.
Nach der Übernahme wird das Team von This is Beyond, einschließlich des Gründers Serge Dive, zu Emerald stoßen und deren Fachwissen in Luxusreise-Events mit den Ressourcen von Emerald kombinieren, um die Servicebereitstellung und Kundenbindung zu verbessern.
Positive
Strategic entry into $1.3 trillion luxury travel market
Acquisition of 7 established premium B2B events
Geographic expansion across multiple continents
Retention of key personnel including founder
Portfolio diversification into high-growth market segment
Insights
Emerald’s acquisition of “This is Beyond” represents a strategic portfolio expansion into the $1.3 trillion luxury travel market through seven established B2B events. This move aligns perfectly with Emerald’s stated strategy of portfolio optimization and revenue growth acceleration.
The luxury travel sector acquisition provides Emerald with significant diversification benefits and exposure to high-margin event properties across multiple international markets including Morocco, USA, South Africa, Indonesia, and Italy. This geographic expansion reduces Emerald’s market concentration risk while providing access to premium audience segments.
Most compelling is that these aren’t nascent properties but mature, established events with demonstrated market traction – the flagship PURE Life Experiences will host its fourteenth edition in 2025, while LE Miami will hold its eleventh edition. This acquisition provides immediate scale without the typical risks associated with launching new events from scratch.
The retention of founder Serge Dive and the entire team significantly reduces integration and execution risk, preserving the intellectual capital that built these successful properties. For Emerald, which operates primarily through a B2B event model, this transaction represents an excellent strategic fit that should enhance both revenue diversity and growth rates while maintaining operational consistency with their core competencies.
This acquisition demonstrates textbook portfolio optimization strategy by Emerald. By acquiring This is Beyond’s seven established luxury travel events, Emerald gains immediate entry into high-growth, high-margin segments without the lengthy market development timeline typically required when building properties organically.
The transaction delivers three strategic advantages: market diversification, geographic expansion, and demographic uplift. The luxury travel sector tends to be more recession-resistant than general travel, providing potential countercyclical protection for Emerald’s broader portfolio.
Particularly noteworthy is the specialized nature of the acquired events. Rather than general travel shows, these are carefully segmented properties targeting distinct submarkets – experiential travel, contemporary luxury, African destinations, private travel, and entertainment travel. This precision targeting typically commands premium sponsorship rates and higher-value attendees.
The international footprint spanning North America, Africa, Europe, and Asia also gives Emerald operational capabilities in new geographies that could serve as platforms for future regional expansion. Most critically, retaining the founding team ensures continuity of relationships with premium brands and preserves the specialized knowledge required to effectively serve luxury market segments, which operate differently from mass-market events. The acquisition represents a thoughtful extension of Emerald’s core competencies into adjacent premium categories.
03/17/2025 – 03:00 PM
“This is Beyond” Acquisition Bolsters Emerald’s Strategic Growth with Diverse Portfolio of Seven Luxury Travel Events
NEW YORK–(BUSINESS WIRE)–
Emerald Holding, Inc (NYSE:EEX) (“Emerald” or the “Company”) announced its agreement to acquire the London-based This is Beyond, a leading producer of seven premier business-to-business (B2B) events in the experiential and luxury travel industry. The acquisition, which is expected to close in the second quarter, aligns with Emerald’s strategic plan to diversify and optimize its portfolio by targeting high-growth markets with leading brands, reinforcing its leadership in dynamic sectors and driving forward its strategic growth initiatives.
Since its founding in 2009, This is Beyond has built a strong reputation in the $1.3 trillion luxury travel market through its ability to create one-of-a-kind, exclusive experiences that meet the rising demand for high-end travel. Known for its emphasis on sustainability, design, and premium brands, This is Beyond curates specialized events that connect elite travel designers, global tour operators, and in-house travel managers.
“Expanding into the luxury and experiential travel sectors aligns with our strategy of portfolio optimization and improving Emerald’s top-line growth,” said Hervé Sedky, President & CEO of Emerald. “Entering this sector is an exciting opportunity for Emerald, and we are thrilled to welcome This is Beyond into our portfolio of world-class brands and events. By combining This is Beyond’s expertise with Emerald’s strengths in innovation, market leadership, and in-person experiences, we will elevate our offerings, reinforce our presence in high-value markets, and deliver exceptional ROI to our customers.”
“This is an incredibly exciting moment for This is Beyond. As a leader in the luxury travel event space, we’ve been fiercely independent since 2009, and I’m immensely proud of what we’ve built. Now, as we look to the next iteration of our growth, joining Emerald provides us with all the support we need to scale our vision and deliver even more exceptional experiences for our communities. I’m confident that together, we’ll reach new heights and continue to push the boundaries of what’s possible in the industry. While we embark on this next chapter, I remain fully committed to This is Beyond and ensuring that our mission, values, and spirit continue to thrive,” said Serge Dive, CEO & Founder.
Following the acquisition, all the This is Beyond employees will become part of Emerald, including This is Beyond’s founder, Serge Dive. The This is Beyond team’s creativity and innovative approach to creating and running events that cater to the unique needs of luxury travel businesses, combined with Emerald’s extensive resources, is expected to elevate service delivery and customer engagement, strengthening the impact of This is Beyond’s events across the luxury travel sector.
The complete portfolio of This is Beyond events that will come under Emerald’s ownership include:
PURE Life Experiences – Marrakech, Morocco – fourteenth edition in September 2025. Focused on the high-end experiential travel sector.
LE Miami – Miami, Florida, USA – eleventh edition in May 2025. Focused on the high-end contemporary travel sector and catering to a creative end consumer base.
We Are Africa – Cape Town, South Africa – tenth edition in May 2025. The world’s largest marketplace fully dedicated to the high-end African travel sector.
We Are Africa North America – Sundance, Utah, USA – sixth edition in October 2025. Focused on supporting high-end travel from North America to Africa.
Further East – Bali, Indonesia – sixth edition in November 2025. An outbound travel show for the high-end APAC travel region.
Do Not Disturb – Borgo Egnazia, Italy – fourth edition in November 2024. Focused on private and exclusive travel experiences, such as private yachts, planes and villas.
Specialists in Entertainment Travel – New Orleans, Louisiana, USA – fourth edition in November 2025. A show addressing the fast-growing luxury entertainment travel sector.
About Emerald:
Emerald Holding, Inc. is the largest U.S.-based B2B event organizer, empowering businesses year-round by expanding meaningful connections, developing influential content, and delivering powerful commerce-driven solutions. As the owner and operator of a curated portfolio of B2B events spanning trade shows, conferences, B2C showcases and a scaled hosted buyer platform, Emerald also delivers dynamic solutions across leading industries through its robust content and e-commerce marketplace. Emerald is a trusted partner for its thousands of customers, predominantly small and medium-sized businesses, playing a pivotal role in driving ongoing commerce through streamlined buying, selling, and networking opportunities. Powered by an experienced team, Emerald is fostering impactful engagement and delivering unparalleled market access with a commitment to driving business growth 365 days a year. For more information, please visit: www.emeraldx.com.
About This is Beyond Limited:
This is Beyond Limited is an innovative event production company specialising in creating unforgettable experiences that captivate and inspire the luxury travel market. Known for its cutting-edge approach to event curation, This is Beyond has earned a reputation for delivering high-impact experiences that leave lasting impressions. We create events that reshape industries into inspired communities one immersive experience at a time.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250317491617/en/
Emerald Media Contact:
Beth Cowperthwaite, SVP, Communications
Beth.Cowperthwaite@emeraldx.com
This is Beyond Media Contact:
CJ Holden, CMO
cj@thisisbeyond.com
Source: Emerald Holding, Inc.
FAQ
What luxury travel events will Emerald (EEX) acquire through This is Beyond?
Emerald will acquire 7 events: PURE Life Experiences (Marrakech), LE Miami, We Are Africa (Cape Town), We Are Africa North America (Utah), Further East (Bali), Do Not Disturb (Italy), and Specialists in Entertainment Travel (New Orleans).
When will Emerald’s (EEX) acquisition of This is Beyond close?
The acquisition is expected to close in the second quarter.
How will the This is Beyond acquisition impact Emerald’s (EEX) market position?
The acquisition will strengthen Emerald’s presence in the $1.3 trillion luxury travel market and enhance its portfolio optimization strategy.
What happens to This is Beyond’s employees after Emerald’s (EEX) acquisition?
All This is Beyond employees, including founder Serge Dive, will become part of Emerald.
