Connections rebrands with 3 new verticals for travel trade events

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The Connections team

Connections, the B2B travel and hospitality events specialist, has revealed a refreshed brand identity as it enters its second decade of business.

Operating under the new guiding concept ‘Connecting excellence with opportunity’, the rebrand introduces a clear framework of three verticals: Luxury, Explore and Cruise.

The rebrand was recently revealed at the fourth Connections Luxury UK and Ireland event in Manchester and comes hot on the heels of the brand’s debut cruise event, Connections Cruise Arabia, held aboard the QE2 in Dubai in September.

Part of the portfolio of brands under Connecting Travel parent Jacobs Media, Connections has hosted more than 100 events across 32 destinations on five continents since its launch in 2014.

Meetings at Connections Luxury UK and Ireland event

Over the past decade, it has fostered a global community of 25,000 travel professionals with a combined annual buyer spending power of over US$7.8 billion.

Connections said the rebrand reflected its “growth and ambition to further unite leaders from across luxury travel, hospitality, destinations and specialist sectors such as cruise” while maintaining its core values of “authenticity, trust and excellence”.

Connections travel trade event to launch in Saudi Arabia this year

Inside Connections Cruise Arabia 2025

Each vertical will feature curated experiences and networking opportunities designed to connect senior industry leaders through the company’s signature format, the Connections Way, a concept centred on building lasting business relationships through shared, immersive experiences in host destinations.

The refreshed structure positions Connections Luxury as the flagship series, while Connections Explore aims to deepen partnerships with government bodies and tourism boards by immersing qualified buyers in authentic local experiences.

Meanwhile, the Connections Cruise vertical will serve the fast-growing cruise travel sector, connecting suppliers and buyers through experiential formats designed to spark long-term collaboration.

Panel at the inaugural Connections Cruise Arabia

Connections managing director Greg Reeves said: “At Connections, we’ve spent the past decade redefining how relationships are built in travel. This rebrand reflects both our heritage and our future – bringing our proven methodology to a wider community, while remaining true to our founding belief that real business begins with real connection.”

Clive Jacobs, chairman and founder of Jacobs Media, added: “When I founded Connections, my ambition was simple yet bold: to revolutionise the travel exhibition and meetings space.

"Over the past 11 years, our events haven’t just connected people, they’ve reshaped businesses and played a pivotal role in the success and growth of some of the world’s most remarkable luxury products and agencies.

“This rebrand signals a bold new chapter – one that will see Connections expand its impact across the global travel and hospitality sector while continuing to deliver excellence for the community it serves.”

In the Middle East, Connections is set to host the inaugural Connections Saudi, taking place from 10-14 November 2025 in Riyadh.

For more information, visit www.connectionsluuxury.com