By Max Fellows, Founder of allpoints
May’s M&A deal activity continued to reflect a market evolving through consolidation, operational scale and sector specialisation. Across the events, exhibitions and business travel landscape, organisations are strengthening their market positions through acquisition, while investors continue to show confidence in businesses supporting large-scale experiences, global delivery and specialist audiences.
Below are several notable moves from May that highlight where the industry continues to evolve.
Long Lake to Acquire Amex GBT Meetings & Events in $6.3bn Deal – Global
Deal: Investment and technology firm Long Lake has agreed to acquire American Express Global Business Travel, known as Amex GBT, in an all-cash transaction valued at approximately $6.3 billion. The acquisition reflects a significant investment in the future of business travel, with Long Lake positioning AI and operational transformation at the centre of its strategy. Amex GBT, which operates across travel, expense, meetings and events management, will continue supporting global corporate travel programmes under the new ownership structure.
Why does it matter? This deal reinforces continued investor confidence in the business travel and meetings sector, particularly businesses with strong infrastructure, global reach and integrated technology ecosystems. It also highlights the increasing role AI is expected to play across travel management, operational efficiency and customer experience within the wider events and corporate travel landscape.
Brands at Work Acquires Chorus – UK
Deal: Employee engagement and events agency Brands at Work has acquired Chorus, strengthening its communications and engagement offering. The move expands Brands at Work’s capabilities across internal communications, employee engagement and audience connection, allowing the combined organisation to deliver broader strategic support for clients navigating workforce engagement and culture transformation.
Why does it matter? As organisations continue to rethink workplace culture, employee engagement and internal communications are becoming increasingly connected to experience-led strategy. This acquisition reflects growing demand for agencies capable of combining communications, engagement and live experiences within one integrated proposition.
Event Marketer and The Exhibitor Advocate Announce Strategic Alliance – USA
Deal: Event Marketer and The Exhibitor Advocate have announced a strategic alliance designed to strengthen collaboration, advocacy and insight-sharing across the exhibitions and experiential industry. The partnership brings together Event Marketer’s position within the brand experience and experiential marketing sector with The Exhibitor Advocate’s focus on exhibitor education, industry standards and event transparency.
Why does it matter? This alliance reflects a growing emphasis on industry collaboration and ecosystem support within the events and exhibitions market. As exhibitors and brands continue to demand greater transparency, stronger ROI and improved event experiences, partnerships like this highlight the increasing importance of education, advocacy and shared industry intelligence. It also signals a broader shift toward organisations working more collaboratively to strengthen long-term value across the live events sector.
Apollo Global Management, Inc. Funds to Acquire Emerald and Questex – USA / Global
Deal: Apollo-managed funds have announced plans to acquire both Emerald and Questex, bringing two major exhibitions and media businesses under the same investment portfolio. The acquisition strengthens Apollo’s position within the exhibitions, media and live events market, adding significant scale across trade shows, conferences, digital media and industry content platforms.
Why does it matter? Private equity activity within the exhibitions sector continues to accelerate as investors identify long-term value in businesses with strong communities, recurring audiences and diversified revenue models. Bringing major organisers into larger investment portfolios also reflects growing confidence in live events as commercially resilient, high-value platforms for industry connection and engagement.
Marketplace Events Acquires Travel & Adventure Show – North America
Deal: Marketplace Events has acquired Travel Show Adventures, further expanding its consumer events portfolio and strengthening its position within the travel and lifestyle sector. Travel Show Adventures is known for producing consumer travel events that connect destinations, travel brands and tourism audiences through live experiences and industry showcases. The acquisition broadens Marketplace Events’ reach within the consumer exhibitions market while adding a complementary audience segment to its growing portfolio.
Why does it matter? This acquisition highlights continued consolidation within the consumer events space, where organisers are expanding into adjacent verticals to diversify audiences and strengthen portfolio value. As live events continue to play an important role in consumer discovery and brand engagement, organisers with broader category reach and established event ecosystems are becoming increasingly well-positioned for long-term growth.
Final M&A Thoughts
This month’s activity highlights three key themes continuing to shape the industry. First, consolidation and expansion remain strong across the events and exhibitions landscape. From business travel and consumer events to exhibitions and experiential marketing, organisations are continuing to grow through acquisition in order to strengthen market position, diversify audiences and expand delivery capability. Second, collaboration and integration are becoming increasingly important. Whether through strategic alliances, integrated service models or operational partnerships, businesses are focusing more heavily on how different capabilities work together to create stronger client and exhibitor experiences. Finally, specialisation and sector-focused growth continue to gain momentum. From healthcare communications and travel experiences to exhibitor advocacy and engagement strategy, organisations are increasingly investing in niche expertise and audience-led platforms that support long-term growth and stronger industry positioning.