TAG
TAG (The Appointment Group) is a UK-headquartered global travel and events management company serving entertainment (tours, productions, sport), corporate and investment management clients, and luxury travelers across 20+ offices, via its TAGdigital technology platform and 24/7 concierge service.
- Company typePrivate
- Founded1988
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What TAG does
TAG (The Appointment Group) is a UK-headquartered, privately held global travel and events management company operating across 20+ offices in the UK, US, APAC, the Middle East, and Africa. Founded around 1988–1989 as an entertainment-travel specialist, the company now serves four primary customer segments: the entertainment industry (tours, film/TV productions, sporting events), corporate and investment management clients (PE firms, C-suite executives), high-net-worth private and leisure travelers, and corporate event organizers. Revenue is generated through travel booking commissions and service fees from airlines, hotels, and ground-transport suppliers, complemented by event-management professional services fees.
The company's core product is the TAGdigital Suite, an integrated technology platform comprising TAGhub (central integration layer), TAGgo (traveler-facing mobile app with real-time itinerary access), TAGgo+ (tour/production manager application for documentation), TAGanalyticsplus (spend and KPI reporting dashboard), and TAGsafeguardplus (real-time traveler tracking and duty-of-care risk mitigation). The platform is supported by integrations with Travelport and Sabre GDSs, International SOS for risk management, and Green Project Technologies for emissions reporting.
Go-to-market is enterprise-led, combining field sales teams across global offices with a self-service mobile layer (TAGgo) and a 24/7 TAG24 emergency service including WhatsApp. Distribution is reinforced by tier-1 industry accreditations — ABTA, ATOL, Virtuoso, BTA, AFTA, IATAN, CT Partners, and PCI — which function as both regulatory compliance and trust signals. The company operates through multiple wholly-owned subsidiaries (Leisure By Appointment Limited, The Appointment Group (UK) Limited, The Appointment Group, LLC in the US, The Appointment Group (Australia) Pty Ltd, The Appointment Group Pte. Ltd. in Singapore, and The Appointment Group for Travel and Tourism Limited in Saudi Arabia), with reported headcount of 101–250. TAG is currently sponsored by ECI Partners following a 2024 acquisition, having previously been backed by Apiary Capital from 2018.
TAG firmographics
Firmographics- Name
- TAG
- Legal name
- The Appointment Group Limited
- Website
- https://www.tag-group.com/
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- TAG (The Appointment Group) is a UK-headquartered global travel and events management company serving entertainment (tours, productions, sport), corporate and investment management clients, and luxury travelers across 20+ offices, via its TAGdigital technology platform and 24/7 concierge service.
- Ownership category
- akta.pro rank
TAG industry classification
Industry- Product category
- Corporate Travel Management
- NAICS
- Travel Agencies (561510), Tour Operators (561520)
- SIC
- Services-Management Services (8741)
- akta.pro primary industry
- Corporate Travel & Expense (T&E) Management Platforms (THAKANAA)
- akta.pro secondary industries
- Duty of Care, Risk Management & Traveler Tracking (THAKAMAE), Corporate Travel Analytics, Reporting & Carbon/ESG Tracking (THALANAJ), Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK), Corporate Travel & Accommodation Coordination (HSACADAL)
Keywords
Where TAG is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices14 records
Markets served
TAG business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Travel Booking Agency Services: TAG acts as a travel agent arranging flights, accommodation, ground transportation, and ancillary services for clients. Revenue is generated through commissions and service fees from travel suppliers (airlines, hotels, car rental companies, etc.) and service charges to clients. The company operates as an agent for travel arrangements, with additional responsibility as Package Organiser for Multi-Contract Packages under UK regulations.
- Events Management Services: Expert Events Team creates personalized events including incentive trips, gala dinners, conferences, and product launches. Services include end-to-end event experiences combined with travel expertise, generating revenue through event planning fees and associated travel bookings.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
TAG product offering
Product offeringCore offering
TAG is a global travel management company that arranges flights, accommodation, ground transportation, and ancillary services for corporate, entertainment (touring, production, sport), investment management, private leisure, and events clients. The firm delivers these services through dedicated divisions, dedicated account managers, and its proprietary TAGdigital Suite technology, supported by 24/7 emergency assistance from 20+ global offices.
Product overview
TAG operates as a global travel and events management company offering a unified technology platform called the TAGdigital Suite, which integrates cutting-edge AI and technology with personalised human service. The platform consists of multiple interconnected modules: TAGgo (mobile travel app for itinerary access and travel guides), TAGhub (central hub consolidating all apps), TAGanalyticsplus (reporting and spend analytics module), TAGsafeguardplus (real-time traveller tracking and safety module), and TAGgoplus (tour management application for production and touring professionals). The suite is designed to streamline and optimise travel experiences while prioritising traveller safety across corporate, entertainment, sporting, and private travel segments.
Differentiator
Problem solved
Functional benefit
Brands
- TAGdigital: Technology suite providing integrated travel management platform including real-time itinerary access, reporting, traveller tracking and risk mitigation.
- TAGgo
- TAGgo+
- TAGanalyticsplus
- TAGsafeguardplus
Products and services
- TAGdigital Suite Proprietary integrated technology platform underpinning TAG's travel management services, housing TAGgo, TAGgo+, TAGanalyticsplus, TAGsafeguardplus, and TAGhub under a central TAGhub for cross-platform access. Designed to combine AI and technology with personalized human service for corporate, entertainment, and private travel clients.
- Corporate Travel Management End-to-end business travel management services for corporate clients and C-suite executives, covering flights, accommodation, ground transportation, and ancillary services with dedicated account management. Includes spend reporting via TAGanalyticsplus and traveler safety monitoring via TAGsafeguardplus.
- Entertainment Travel (Touring, Production, Sport) Specialized travel management for touring companies, film/TV productions, and sporting event organizers, handling rapidly changing multi-leg international itineraries with dedicated tour, production, and sport divisions. Supported by the TAGgo+ touring application for crew and production managers.
- Investment Management Travel Premium business travel services tailored for private equity firms, investment management companies, and their executives, including flexible scheduling, confidentiality, and global coverage for deal-related and M&A travel.
- Private Travel (TAG PrivateTravel / Leisure By Appointment) Luxury personal travel services for high-net-worth individuals and corporate clients, offering exclusive access, personalized itineraries, and luxury accommodations, operating under the TAG PrivateTravel / Leisure By Appointment brand.
- Events Management End-to-end corporate event services including incentive trips, gala dinners, conferences, and product launches, combining dedicated event planning with travel expertise and ROI/ROE measurement.
- TAG24 Emergency Service 24/7 global emergency contact and assistance service for TAG clients, available via phone and WhatsApp chat, providing round-the-clock support for urgent travel disruptions and traveler safety incidents.
Quantifiable outcome
- Real-time traveler tracking and location monitoring anywhere in the world
- +2 more outcomes
Companies that use TAG
Customer profileSegments4 records
Ideal customer profiles4 records
TAG technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
TAG partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Crown Commercial Service (CCS)coreTAG was appointed as supplier for content production services on Lot 5 of Crown Commercial Service's RM6364 Media and Creative Services framework, covering UK Government and public sector for four years. TAG acts as agency of record supporting creation, adaptation, and delivery of content across all channels for government departments and public sector bodies. This appointment builds on TAG's existing CCS contract.
- ABTA (Association of British Travel Agents)coreTAG is a Member of ABTA (membership numbers F2129 and Y6539), obligated to maintain high service standards per ABTA's Code of Conduct. ABTA provides dispute resolution scheme approved by Chartered Trading Standards Institute.
- ATOL (Air Travel Organiser's Licence)coreTAG holds ATOL (number 10641) issued by the UK Civil Aviation Authority, providing financial protection for flight-inclusive packages. Money paid for ATOL-protected bookings is held on behalf of Trustees of the Air Travel Trust.
- VirtuosocoreTAG is a member of Virtuoso, a prestigious network of travel advisors providing exclusive access to luxury travel services, upgrades, and experiences for TAG's high-end clients.
- EarthCheckcoreTAG participates in EarthCheck program for sustainability benchmarking in APAC region, measuring indirect emissions from business travel, waste, water usage, and purchased goods. TAG is EarthCheck Bronze Benchmarked with commitment to achieve Silver Certification.
- The Advantage Travel PartnershipminorTAG is a member of The Advantage Travel Partnership, a UK-based travel agency consortium providing access to supplier relationships and industry resources.
- Green Project TechnologiescoreTAG partners with Green Project Tech for automated carbon accounting and emissions tracking compliant with GHG Protocol. Green Project Tech provides data collection across all TAG offices for Scope 1 and 2 emissions reporting.
- First Travel GroupminorTAG is a member of First Travel Group, a global travel network providing industry partnerships and supplier relationships.
- AFTA (Australian Federation of Travel Agents)minorTAG holds AFTA membership for Australian operations, representing the travel agency industry in Australia.
- IATAN (International Airlines Transport Association)minorTAG holds IATAN accreditation for international travel industry recognition and supplier relationships.
- islaminorTAG is a member of isla, a sustainable events industry organization focused on measuring and reducing environmental impact of events.
- BTA (Business Travel Association)minorTAG is a BTA Member representing the UK business travel industry.
- CT PartnersminorTAG is a member of CT Partners, a global network of corporate travel management companies.
- International SOScoreTAG partners with International SOS for travel risk management, security services, and medical assistance for travelers worldwide.
- TravelportcoreTAG uses Travelport as a GDS (Global Distribution System) platform for booking and managing travel arrangements including flights, hotels, and car rentals.
- SabrecoreTAG uses Sabre as a GDS platform for travel booking and reservation management services.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
TAG competitors and assessment
Company assessmentEmerging players
- TravelPerk: European-headquartered tech-led corporate travel platform with strong UK presence overlapping TAG's London HQ market. Targets similar mid-market corporate accounts with a self-service-leaning model.
- Navan (formerly TripActions): Tech-first corporate travel and expense platform challenging traditional TMCs with AI-driven booking, direct supplier content, and consumer-grade UX. Represents the emerging competitive threat to TAG's corporate segment.
Direct peers
- Internova Travel Group: US-based travel services company combining corporate, leisure, and luxury divisions (including Virtuoso membership). Virtuoso affiliation makes it a particularly close peer to TAG in luxury private travel.
- BCD Travel: Privately-held global corporate TMC competing across corporate, entertainment, and sporting-event verticals. BCD's sport and entertainment division (formerly CWT Sport) is a particularly close comparator to TAG's touring/production business.
- CWT (Carlson Wagonlit Travel): Global corporate travel management company with comparable enterprise client base and technology platform (myCWT). Competes directly for mid-market and enterprise corporate accounts and operates across most of TAG's geographies.
- FCM Travel: Corporate travel division of Flight Centre Travel Group, with strong APAC presence that overlaps TAG's Australia/Singapore/Hong Kong footprint. Targets similar mid-to-large corporate clients with comparable technology-led service model.
- Direct Travel: US-headquartered mid-market corporate TMC with similar service model emphasizing high-touch account management for corporate clients. Comparable in scale (mid-market private) and corporate-events focus.
- Corporate Travel Management (CTM): ASX-listed mid-market corporate TMC with comparable headcount and geographic spread, including strong APAC and North American operations. Direct competitor for SME and mid-market corporate accounts in TAG's core markets.
Others
- Advantage Travel Partnership: UK travel agency consortium of which TAG is a member. Provides network access, supplier relationships, and back-office support — a channel partner and indirect peer to TAG in the UK travel distribution landscape.
Broad incumbents
- American Express Global Business Travel (Amex GBT): Largest publicly-listed corporate travel management company globally. Directly competes with TAG for corporate travel accounts and offers a comparable tech platform (Neo, TripIt) alongside Amex payment products. Significantly larger scale but less specialization in entertainment touring.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
TAG social profiles
Digital presenceTAG financial estimates
Financial estimateRevenue estimate
Valuation estimate
TAG leadership team
Management profileNumber of profiles
Profiles4 records
TAG subsidiaries and ownership
Company hierarchySubsidiaries5 records
TAG funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TAG M&A and investment
M&A and investmentM&A3 records
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TAG
What does TAG do?
TAG is a global travel management company that arranges flights, accommodation, ground transportation, and ancillary services for corporate, entertainment (touring, production, sport), investment management, private leisure, and events clients. The firm delivers these services through dedicated divisions, dedicated account managers, and its proprietary TAGdigital Suite technology, supported by 24/7 emergency assistance from 20+ global offices.
Is TAG a public or private company?
TAG is a private company. It is classified as private equity controlled and is currently operating.
When was TAG founded?
TAG was founded in 1988. It employs 101 to 250 people.
Where is TAG based?
TAG is headquartered in London, United Kingdom, in the Europe region.
How does TAG make money?
Two revenue lines are on record. Travel Booking Agency Services are the primary driver. The others are events Management Services.
Who are TAG's main competitors?
Emerging players on record are TravelPerk and Navan (formerly TripActions). Direct peers are Internova Travel Group, BCD Travel, CWT (Carlson Wagonlit Travel), FCM Travel, Direct Travel and Corporate Travel Management (CTM). Advantage Travel Partnership is listed as an others. American Express Global Business Travel (Amex GBT) is listed as a broad incumbent.
Does TAG have an API?
No public API is recorded for TAG.
What industry is TAG in?
TAG's product category is Corporate Travel Management. Its primary akta.pro industry code is THAKANAA, Corporate Travel & Expense (T&E) Management Platforms, with a secondary code of THAKAMAE, Duty of Care, Risk Management & Traveler Tracking. Its NAICS code is 561510 and its SIC code is 8741.