tag travel management company

Travel Management Firm, TAG, soars higher with backing from ECI Partners

ECI Partners, the leading growth-focused mid-market private equity firm, today announces its investment in TAG, the market leading high-touch travel management company to the entertainment and corporate markets.

The transaction marks a significant milestone as it facilitates an exit for Apiary Capital, who have supported TAG since 2018 and will make a 4x return.

TAG was founded in 1988 and now employs more than 450 people across the globe. As an award-winning travel and event management company, TAG has redefined the standards for travel in the entertainment industry with specialists providing bespoke, high-end service to some of the biggest names in music, film and TV production as well as top C-suite and corporate executives.

With a track record of eight successful acquisitions during Apiary’s ownership, TAG is poised for further expansion with ECI’s backing, bolstering its platform and enhancing its bespoke offering to its client base around the world.

Jens Penny, TAG CEO, commented:  “Today is a fantastic milestone in our evolution, as we proudly announce the investment by ECI. With our entertainment and corporate clientele and the incredible TAG team, we are very confident that this partnership will deliver a host of new benefits and opportunities as we’re poised to elevate our standards even further, ensuring unparalleled service for our clients as we continue to shape the future of entertainment and high-end corporate travel management. We would like to thank Mark, Jess, Nicki and the team at Apiary for their support and commitment over the past 6 years and we look forward to the journey ahead and growth with ECI as our new partner.”

George Moss, Partner at ECI, commented:  “We are excited to be partnering with TAG and leveraging ECI’s experience of investing in the travel industry to propel this global leader to new heights in the global entertainment and corporate travel markets. We are looking forward to working with the management team to continue innovating TAG’s service model, investing in technology and supporting the next stage of growth in its global footprint.”

Mark Salter, Managing Partner at Apiary Capital, commented : “We are incredibly proud to have been part of the amazing journey that TAG has been on since our investment in 2018. Jens and his team have done a fantastic job in expanding TAG into new geographies and markets, more than doubling the size of the business on the way. We are delighted to pass the baton on to ECI who are the right partner to take the business forward and support it through its next phase of growth.”

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ECI invests in travel management company, TAG

We’re pleased to announce our investment in TAG, the market leading high-touch travel management company to the entertainment and corporate markets. The deal provides an exit for Apiary Capital who have supported TAG since 2018.

TAG was founded in 1988 and now employs c.450 people across the globe. As an award-winning travel and event management company, TAG has redefined the standards for travel in the entertainment industry with specialists providing bespoke, high-end service to some of the biggest names in music, film and TV production as well as top C-suite and corporate executives.

Today is a fantastic milestone in our evolution, as we proudly announce the investment by ECI. With our entertainment and corporate clientele and the incredible TAG team, we are very confident that this partnership will deliver a host of new benefits and opportunities as we’re poised to elevate our standards even further, ensuring unparalleled service for our clients as we continue to shape the future of entertainment and high-end corporate travel management.”

“We are excited to be partnering with TAG and leveraging ECI’s experience of investing in the travel industry to propel this global leader to new heights in the global entertainment and corporate travel markets. We are looking forward to working with the management team to continue innovating TAG’s service model, investing in technology and supporting the next stage of growth in its global footprint.”

George Moss

Partner at ECI

ECI announce close of latest fund

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Established in 1988, TAG (formerly known as The Appointment Group) has grown to become one of the world’s leading travel and event management companies. From day one, we have established ourselves as a high-end, service-driven company, committed to meeting the needs of a diverse marketplace. And today, we have more divisions that any other travel management company: Corporate, Touring, Events, Private Travel and Film and Media. You will find our travel and event experts in nine global offices, based across four continents. And all over the world, we are dedicated to delivering a fully personalised service to our clients, 24 hours a day. And whenever you are ready, we are here for you, too.

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About Events Contact the Events team

TAG is an award-winning global events and group travel management company, backed by thirty years’ experience. Our industry-leading virtual, live and hybrid experts work with you from concept to completion – to bring your event to life with passion, knowledge and in partnership with you. Wherever you are in the virtual or physical world, we work with you to achieve your goals.

Learn more about Events

We collaborate with you to co-create remarkable events that achieve your business goals. Our experts are trusted by the world’s biggest brands to deliver curated brand experiences, inspirational incentives and so much more – it’s all about creating a real connection with your audience. Whatever you need, our team has the global reach, local knowledge and smart technology to take care of every last detail.

We are proud to have delivered events across multiple sectors – from start-ups to global giants. No matter the brief, we believe in the value of close collaboration. This is why we tap into your business, become your strategic event partner and co-create your vision – so we can achieve the best results together.

What have we been up to lately? Take a look at our recent projects to see what your next event could look like and how we have helped companies like yours achieve their business objectives.

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Don’t just take our word for it. See what our event partners say about us.

We have used TAG for a number of events, including most recently our annual partner event, which we moved from a physical to digital event in light of current circumstances.  The TAG team were incredibly helpful and professional throughout, helping us define our event and then working with us to execute.  The team brought their considerable knowledge and experience to our project, helping us make our partner event a huge success

Marketing Director Virtual Conference – Industry: Internet

A quick note to say a huge THANK YOU for your hard work on last week’s event.  Everything went extremely smoothly, and any small hiccups were dealt with calmly and professionally.  The feedback from our customers has been outstanding… everyone was blown away with the cars, and Danny, the pianist, again proved his worth – I had many, many, positive comments on him. I know the hard work (and late nights / early mornings) that go on behind the scenes at these events so I appreciate it all the more when things go so well; especially as a customer that’s not always easy to deal with.

Marketing Director VIP Forum, Kilkenny, Ireland – Industry: Technology

Just a short note to thank you for the great experience in Japan - it was always on my bucket list and I will definitely be back. From start to finish the organisation was spot on – and the hospitality shown to all by all exceptional. Great food, great craic and great company!  Well done guys! Your efforts are very much appreciated.

Study Tour Guest Study Tour, Tokyo & Matsumoto, Japan – Industry: Technology

 I would like to officially thank you for managing a great event for us! The positive feedback that we received was really overwhelming and I would like to share that with you. TAG has done a really great job and I am looking forward to next year’s PS University event.

Senior Marketing Director, EMEA Partner Conference and Training Program, Munich, Germany – Industry: Cyber Security

I wanted to thank you and the Events Team at TAG for the exceptional event organised in Paris and London for our Partners and business Suppliers. Over the course of 12 months since our initial site visits and strategy planning meetings, you have gone over and beyond our expectations and provided fundamental consultancy for the planning surrounding the event.  Your professional approach and attention to detail throughout has been impeccable and we truly look forward to working together on a series of projects in the future.

GM Operations Retail Study Tour and Conference, Paris & London, Europe – Industry: Pharmaceutical

Thank you again on behalf of the team for arranging a truly wonderful conference for our team in North Asia. Your professionalism and attention to detail ensured the overall conference ran smoothly.  The team are still talking about the amazing Gala Dinner incorporating the local flavours and culture, topped off with a band that had everyone dancing into the night! Thank you again and looking forward to organising next year’s conference.

Managing Director Staff Conference, Taiwan – Industry: FMCG

A huge thank you for all your hard work on my favourite event of the year.  It was such a pleasure working with you. You did a fantastic job and were on top of everything.

European Event Manager European Press Event, London, United Kingdom – Industry: Technology

Hello – just wanted to reach out and say how helpful Shelley - and all the TAG staff - has been. Always patient with our requests and back and forth with country offices, and always striving to give us the best rates and customer service!! From us – thanks Shelley and team!!!

Program Manager US Venue Finding Contract, New York, USA – Industry: International Charity

Thank you all for your hard work & making the event a great success. Please pass my thanks on to everyone else involved. I felt very proud last night – it was all ace.

European Marketing Director European Gala Dinner, Amsterdam, Holland – Industry: Manufacturing

We wish to thank the TAG team for their outstanding contribution to the success of our National Conference. Your team worked tremendously hard throughout the year to deliver great service to us and our delegates.  The amount of work involved in pulling together such a large event is phenomenal and the team’s professionalism, attention to detail and great attitude has shone through during the whole process. We also wish to thank the onsite team who ensured everything ran smoothly and always with a smile. Thanks again for your contribution to the success of the conference, it is much appreciated.

Executive General Manager National Conference & Trade Show, Melbourne, Australia – Industry: Agriculture

Thanks for all your help with the event, both before and whilst in Megève. All went swimmingly, which was definitely down to your input.

Group Events Director European Ski Incentive, Megève, France – Industry: Insurance

Group Events Director

Bethany Chamberlain

Event Director - USA

Event Director - APAC

Gemma Collinge

Event Director - UK

Marta Woronowicz

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Chris Turner

Group Event Technology Manager - UK

Client Services Director

Meet the team

On top of a highly personal service, smart, integrated technology makes a world of difference to our clients. We build a bespoke platform, tailored to your brand and event – to ensure a true connected experience. It means your audience can stay engaged before, during and after the event – and you will have real-time information at your fingertips, at all times.

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Our expert travel and events teams are here for you with 24/7 support – wherever you are in the world. Our global offices in Los Angeles, Nashville, Atlanta, New York, London, Manchester, Singapore, Hong Kong, Melbourne and Sydney.

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