There’s nothing quite like a fresh set of keys and a bigger office to signal you’re headed somewhere grand, and TAG (The Appointment Group Pty Ltd) has just done both. The award-winning travel and event management firm has officially planted its flag at a shiny new address on Melbourne’s prestigious Collins Street, bolstering its physical footprint to match its ever-growing reputation across the Asia-Pacific.
Located at Suite 4, Level 13, 595 Collins Street—just a stone’s throw from Southern Cross Station and flanked by leafy strolls along the Yarra River—TAG’s sleek new HQ is more than an upgrade. It’s a statement of intent.
From humble beginnings in a shared space in 2013, TAG’s Melbourne outfit has come a long way. The original three-person team quickly outgrew their digs in South Yarra, then Spencer Street, and now finds itself 28-strong and counting.
Toby Yates, Business Development Director, Nesuto, Gemma Dallarmi, Portfolio Business Development Manager, Pro-invest Group, Caroline Vézeau, Business Development Manager, Park Hyatt Melbourne, Sophia Crane, Group Sales Executive, Park Hyatt Melbourne, George Burford, Director of Sales, Park Hyatt Melbourne
“Our Melbourne office has been going from strength to strength,” said Shane Barr, TAG’s Chief Revenue Officer. “The move to the new office is a proud moment and reflects the momentum we’re seeing across the APAC region. It’s a space designed to inspire our team, support collaboration, and provide a welcoming environment for our clients and partners.”
With its open-plan design, private meeting rooms, and breakout zones fit for creative breakthroughs (or just a decent coffee chat), the office reflects TAG’s long-standing philosophy: create exceptional experiences for clients and the team delivering them.
And the timing? Impeccable.
TAG opens new doors in a business climate where some firms are battening the hatches. Since establishing its Australian presence in 2012, the company has expanded to every state nationwide, opened offices in Singapore and New Zealand, and launched a dedicated production division. After five successful acquisitions, TAG firmly set itself apart as a regional travel and event services heavyweight.
It’s also worth noting that TAG’s success in the APAC region hasn’t simply been about ticking boxes on a growth chart. The company has earned a reputation for providing tailored travel management, creative event production, and high-touch service in an increasingly impersonal digital age.
This business still picks up the phone—now it does so from a well-located, well-appointed office in Melbourne’s CBD.
Australia’s a time-honoured tradition that when a business does well, it gives back to its team with a better workspace, more opportunity, and renewed vision. TAG’s move ticks all three boxes. With plans to continue hiring over the next year, the new office will serve as a springboard for deeper client engagement and cross-border collaboration.
Of course, in Peter Needham’s day, a new office might’ve meant fresh carpet, a decent kettle, and if you were lucky, a window. But TAG’s new digs are a world away from the dusty cubicles of yore—think light, space, and purposeful design that invites creativity.
This isn’t just about more room for TAG to swing a lanyard. It’s about building a base for the future—a home where growth, not just geography, leads the conversation.
So if you’re walking past 595 Collins Street and see a group of sharply dressed professionals with smiles as wide as their strategic plans, don’t be surprised. That’s just TAG, levelling up.
By Bridget Gomez
