In a strategic move poised to redefine the landscape of luxury and experiential travel, Emerald Holding, Inc. has announced its acquisition of London-based “This is Beyond,” a premier producer of high-end business-to-business (B2B) travel events. This acquisition, set to close in the second quarter, marks a significant expansion of Emerald’s portfolio, reinforcing its leadership in the booming $1.3 trillion luxury travel market.
A Transformative Leap in Luxury Travel
Since its inception in 2009, “This is Beyond” has carved a niche in the luxury travel sector by curating exclusive, high-impact events that connect top-tier travel designers, elite tour operators, and corporate travel managers. The acquisition aligns with Emerald’s strategic vision to diversify and strengthen its holdings by investing in high-growth, high-value markets.
Hervé Sedky, President and CEO of Emerald, emphasized the move’s significance, stating, “Expanding into the luxury and experiential travel sectors aligns with our strategy of portfolio optimization and improving Emerald’s top-line growth. Integrating ‘This is Beyond’ into our world-class brand portfolio will further solidify our presence in premium travel markets and enhance our ability to deliver unparalleled value to our stakeholders.”
A New Era for “This is Beyond”
The acquisition marks a pivotal milestone for “This is Beyond.” Founder and CEO Serge Dive expressed his enthusiasm about the partnership, stating, “This is an incredibly exciting moment for ‘This is Beyond.’ For over a decade, we’ve remained fiercely independent, building a brand that pushes the boundaries of luxury travel experiences. Partnering with Emerald allows us to scale our vision, amplify our impact, and create even more groundbreaking events for our communities.”
Under the new agreement, all “This is Beyond” employees, including Dive himself, will join Emerald, ensuring a seamless transition and preserving the innovative essence of the brand’s success.
Emerald’s Expanded Luxury Travel Portfolio
With this acquisition, Emerald now oversees a diverse range of high-profile travel events, each catering to distinct luxury market segments. The portfolio includes:
PURE Life Experiences (Marrakech, Morocco) – September 2025
A premier gathering for experiential travel specialists, showcasing exclusive, high-end travel experiences for affluent consumers.
LE Miami (Miami, Florida, USA) – May 2025
Bringing together luxury contemporary travel brands and creative travel professionals targeting next-generation travellers.
We Are Africa (Cape Town, South Africa) – May 2025
The world’s largest luxury travel marketplace is exclusively dedicated to high-end African travel.
We Are Africa North America (Sundance, Utah, USA) – October 2025
Focusing on increasing luxury travel engagement between North America and Africa.
Further East (Bali, Indonesia) – November 2025
An elite networking hub for APAC’s premium travel professionals, facilitating outbound travel business.
Do Not Disturb (Borgo Egnazia, Italy) – November 2024
An ultra-exclusive event dedicated to private travel experiences, including luxury yachts, private jets, and elite villas.
Specialists in Entertainment Travel (New Orleans, Louisiana, USA) – November 2025
The leading B2B event dedicated to the luxury entertainment travel sector, connecting VIP travel specialists with global entertainment executives.
The Strategic Vision: Growth and Innovation
Emerald’s acquisition of “This is Beyond” is a business expansion and a transformative shift in the luxury travel event industry. By harnessing Emerald’s extensive resources and “This is Beyond’s” expertise in experiential travel, the company aims to elevate service standards, drive market innovation, and create even greater value for attendees and partners.
According to industry analysts, the move positions Emerald as a dominant force in the experiential and luxury travel sector, further solidifying its status as a leader in high-end business events. The deal is expected to generate substantial long-term benefits for Emerald’s stakeholders, reinforcing the company’s commitment to strategic expansion and market leadership.
Conclusion: A Defining Moment for Luxury Travel Events
As the global luxury travel sector continues to surge, Emerald’s acquisition of “This is Beyond” signals a bold and confident step toward shaping the future of B2B travel events. With a strengthened portfolio, enhanced market positioning, and a shared commitment to delivering world-class experiences, this partnership is poised to redefine the standards of luxury travel engagement.
For more information on Emerald Holding, Inc. and its strategic expansion into luxury travel, visit Emerald’s official website.
Written by: Sandra Jones
