Tribe Group
- Company typePrivate
- Founded2017
- HeadquartersPrahran, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
Tribe Group firmographics
Firmographics- Name
- Tribe Group
- Legal name
- TRIBE Travel & Events Pty Ltd
- Website
- https://tribe-group.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Tribe Group industry classification
Industry- Product category
- Travel and Event Management Services
- NAICS
- Travel Agencies (561510)
- akta.pro primary industry
- Island, Beach & Resort Travel Agencies (THAKAFAL)
- akta.pro secondary industry
- Group & Small-Group Custom Itinerary Planning (THAKAOAF)
Keywords
Where Tribe Group is headquartered
LocationHeadquarters
- HQ city
- Prahran
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Tribe Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Travel Booking Services: TRIBE provides travel booking and management services including booking and managing travel, accommodation, car hire, and other related products and services on behalf of clients. Revenue is generated through service fees and potentially commissions from travel providers such as airlines, hotels, and tour operators.
- Event Management Services: TRIBE Events provides conference and incentive program delivery. Services include organizing corporate events, gala dinners, incentive programs, and managing business events globally.
- Service Fees: The company charges service fees for amendments and cancellations to bookings, in addition to fees, charges or costs levied by suppliers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom quote-based pricing for travel and events services |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Tribe Group product offering
Product offeringCore offering
Tribe Group provides personalized luxury travel advisory services through its TRIBE Travel division, including itinerary planning, hotel bookings, car hire, and concierge support for leisure, family, multi-generation, and business travelers. Through its TRIBE Events division, the company plans and delivers corporate conferences, incentive programs, and gala dinners globally, with execution spanning venues such as Los Angeles, Agra, Beijing, Prague, and Australian cities. Both divisions leverage the Virtuoso luxury travel network and partnerships with hotel groups (Four Seasons, Belmond, Peninsula, Marriott, Hyatt, etc.) to deliver VIP benefits to clients.
Product overview
Tribe Group operates two core divisions: TRIBE Travel and TRIBE Events. TRIBE Travel is a luxury travel advisory service providing personalized itinerary planning, hotel bookings through the Virtuoso network, and travel concierge support led by Kelly Gelfand. TRIBE Events is a conference and incentive company specializing in corporate events, gala dinners, and incentive programs with strategic creativity and trend-setting positioning. Supporting these core services, Tribe Group also provides technology products including online booking systems, customer portals, and mobile applications. The company leverages partnerships with luxury hotel memberships and the Virtuoso network to deliver VIP benefits to clients.
Differentiator
Problem solved
Functional benefit
Products and services
- TRIBE Travel A luxury travel advisory and booking service providing personalized itineraries for leisure travel, family holidays, multi-generation trips, and business travel. Led by Kelly Gelfand, the team offers expert guidance on hotels, dining, and immersive city experiences, leveraging Virtuoso network memberships to unlock VIP benefits such as room upgrades, spa credits, and early/late checkouts at partner hotels worldwide.
- TRIBE Events A conference and incentive program management service that creates memorable corporate events and experiences. Focused on strategic creativity, personalization, and trend-setting positioning, the service delivers gala dinners, incentive programs, and corporate conferences for enterprise clients across global venues.
Quantifiable outcome
- Kelly Gelfand was recognized as Virtuoso's Most Admired Advisor in Australia/NZ in 2015
Companies that use Tribe Group
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Tribe Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Tribe Group partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- VirtuosocoreTRIBE is a proud member of the invitation-only Virtuoso network, which provides luxury enhancements and unlocks bespoke experiences for clients around the globe. This membership provides TRIBE clients with VIP benefits including room upgrades, spa and dining credits, early check-ins and late check-outs at partner hotels worldwide.
- CT PartnersminorHotel membership club partnership providing VIP benefits and amenities for TRIBE clients at partner properties.
- Design HotelsminorExclusive hotel partnership offering unique, design-focused properties with VIP benefits for TRIBE clients.
- BelmondminorLuxury hotel partnership providing VIP benefits and exclusive experiences for TRIBE clients at Belmond properties worldwide.
- Langham CollectionminorLuxury hotel partnership providing VIP benefits and amenities for TRIBE clients at Langham properties.
- Dorchester Diamond ClubminorExclusive hotel membership club providing VIP benefits and preferential treatment for TRIBE clients at Dorchester Collection properties.
- Hyatt PrivéminorHyatt hotel partnership providing VIP benefits including room upgrades, amenities, and exclusive services for TRIBE clients.
- Four SeasonsminorLuxury hotel partnership providing VIP benefits and exceptional experiences for TRIBE clients at Four Seasons properties worldwide.
- IHG (InterContinental Hotels Group)minorHotel partnership providing VIP benefits and rewards program advantages for TRIBE clients at IHG properties globally.
- ImpresariominorLuxury hotel collective partnership providing exclusive benefits and VIP treatment for TRIBE clients.
- VITA Leading HotelsminorLeading Hotels of the World partnership providing exclusive luxury hotel access and VIP benefits for TRIBE clients.
- Pearl PartnerminorLuxury hotel partnership providing VIP benefits and exclusive experiences for TRIBE clients.
- MaybourneminorLuxury hotel partnership providing VIP benefits at Maybourne Hotel Collection properties.
- PeninsulaminorLuxury hotel partnership providing VIP benefits and exceptional service for TRIBE clients at Peninsula hotels worldwide.
- Preferred Platinum PartnerminorPreferred Hotels platinum level partnership providing VIP benefits and exclusive amenities for TRIBE clients.
- Rocco ForteminorLuxury hotel partnership providing VIP benefits and exclusive experiences at Rocco Forte Collection properties.
- Rosewood EliteminorRosewood hotels elite partnership providing VIP benefits and luxurious experiences for TRIBE clients.
- Shangri-La Luxury CircleminorShangri-La hotels luxury circle partnership providing VIP benefits and exclusive experiences for TRIBE clients.
- Marriott Stars & LuminousminorMarriott International partnership providing VIP benefits including room upgrades and exclusive amenities for TRIBE clients.
- withIN by SLHminorSmall Luxury Hotels of the World partnership providing exclusive access to SLH properties with VIP benefits for TRIBE clients.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Tribe Group competitors and assessment
Company assessmentBroad incumbents
- Intrepid Travel: Larger Australian-headquartered tour operator with global brand presence; broader product range and scale give them advantages in marketing reach, but TRIBE competes in the premium, small-group end of their portfolio.
- Abercrombie & Kent: Globally established luxury tour operator and travel company offering bespoke journeys and private travel; competes with TRIBE Travel for affluent experiential travel demand at a much larger scale.
- Luxury Escapes: Australia-founded luxury travel deals platform with global scale; overlaps with TRIBE Travel on luxury consumer demand but competes via a digital flash-deal model rather than advisory service.
- George P. Johnson Experience Marketing: Global experiential marketing and event agency delivering large-scale corporate events, conferences, and incentive programs — competes with TRIBE Events for the same enterprise B2B incentive/event budgets at meaningfully greater scale.
Direct peers
- Captain's Choice: Australian premium small-group tour operator focused on luxury and experiential itineraries for affluent travelers — directly comparable custom-itinerary model in the same geography.
- Travel Associates: Australia's largest network of home-based luxury travel advisors with Virtuoso membership, serving affluent individuals and families with personalized itineraries — directly comparable to TRIBE Travel in customer profile and supplier access.
- Savenio: Australian luxury travel advisory specializing in bespoke, high-touch itineraries for HNW clients with strong Virtuoso/ILTM ties — competing head-to-head with TRIBE Travel for the same affluent segment.
- Main Beach Travel & Cruise: Australian luxury and corporate travel agency with Virtuoso affiliation serving high-net-worth leisure and corporate clients — comparable in service model, scale, and customer segment to Tribe Group.
- ICMS Pty Ltd (International Conference and Event Management): Australian-headquartered professional conference and event management company (PCO) serving associations and corporations — directly comparable to TRIBE Events on corporate event/conference delivery.
Emerging players
- Inspiring Vacations: Australian-born premium tour operator offering curated international holidays with a more digital-led, mid-luxury model — adjacent competitor for affluent Australian leisure travel demand.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Tribe Group social profiles
Digital presenceTribe Group compliance and trust
Trust signalCompliance2 records
Tribe Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tribe Group leadership team
Management profileNumber of profiles
Profiles2 records
Tribe Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tribe Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tribe Group
What does Tribe Group do?
Tribe Group provides personalized luxury travel advisory services through its TRIBE Travel division, including itinerary planning, hotel bookings, car hire, and concierge support for leisure, family, multi-generation, and business travelers. Through its TRIBE Events division, the company plans and delivers corporate conferences, incentive programs, and gala dinners globally, with execution spanning venues such as Los Angeles, Agra, Beijing, Prague, and Australian cities. Both divisions leverage the Virtuoso luxury travel network and partnerships with hotel groups (Four Seasons, Belmond, Peninsula, Marriott, Hyatt, etc.) to deliver VIP benefits to clients.
Is Tribe Group a public or private company?
Tribe Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tribe Group founded?
Tribe Group was founded in 2017. It employs 11 to 50 people.
Where is Tribe Group based?
Tribe Group is headquartered in Prahran, Australia, in the Oceania region.
How does Tribe Group make money?
Three revenue lines are on record. Travel Booking Services are the primary driver. The others are event Management Services and service Fees.
Who are Tribe Group's main competitors?
Broad incumbents on record are Intrepid Travel, Abercrombie & Kent, Luxury Escapes and George P. Johnson Experience Marketing. Direct peers are Captain's Choice, Travel Associates, Savenio, Main Beach Travel & Cruise and ICMS Pty Ltd (International Conference and Event Management). Inspiring Vacations is listed as an emerging player.
Does Tribe Group have an API?
No public API is recorded for Tribe Group.
What industry is Tribe Group in?
Tribe Group's product category is Travel and Event Management Services. Its primary akta.pro industry code is THAKAFAL, Island, Beach & Resort Travel Agencies, with a secondary code of THAKAOAF, Group & Small-Group Custom Itinerary Planning. Its NAICS code is 561510.