M Events
M Events is a Sydney-based, full-service corporate event management subsidiary of The Maxim's Group, delivering conferences, pharmaceutical meetings, incentive travel, and group travel for Australian corporate clients domestically and internationally since 2015.
- Company typePrivate
- Founded2015
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What M Events does
M Events is a Sydney-based, full-service corporate event management company operating as a division of The Maxim's Group (parent entity Maxim's Travel Pty. Ltd., founded 1985, incorporated in NSW, Australia). Established in 2015, the firm delivers conferences, medical meetings, incentive travel programs, venue sourcing, and group travel arrangements for Australian corporate clients across domestic and international markets, reporting 177 events delivered across 11 countries in 2024. A distinguishing capability is Medicines Australia Code of Conduct-certified pharmaceutical meeting management, positioning M Events in the regulated healthcare events vertical. The company's technology stack centers on the MAXIMise proprietary travel management and booking platform shared with Maxim's Travel, complemented by event registration platforms and attendee applications.
The business operates on a B2B service-fee and commission model: M Events acts as a travel agent booking flights, accommodation, tours, cruises, and ground services on behalf of third-party providers, charging non-refundable service fees ($25–$150 per domestic or international booking) plus itinerary planning, amendment, and cancellation fees, while also earning commissions and rebates from travel providers. The go-to-market is enterprise field sales with personalized consultation, supported by direct phone, email, and website enquiry channels, and augmented by cross-referrals from Maxim's Travel's existing corporate travel client base. Customer segmentation is vertical-led, with primary focus on general corporate/business clients and pharmaceutical/healthcare organizations requiring compliant meetings, alongside incentive travel programs.
With only 6 employees disclosed, M Events is a lean operation that derives operational leverage from The Maxim's Group ecosystem, drawing on shared technology (MAXIMise), cross-referral pipelines, and over 35 years of accumulated group-wide travel industry expertise. No external funding, M&A activity, or public listing is associated with the business, and no customer logos or revenue figures are publicly disclosed.
M Events firmographics
Firmographics- Name
- M Events
- Legal name
- Maxim's Travel Pty. Ltd.
- Website
- https://m.events
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- M Events is a Sydney-based, full-service corporate event management subsidiary of The Maxim's Group, delivering conferences, pharmaceutical meetings, incentive travel, and group travel for Australian corporate clients domestically and internationally since 2015.
- Ownership category
- akta.pro rank
M Events industry classification
Industry- Product category
- Corporate Event Management
- NAICS
- Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Events-Integrated Corporate Travel (TMCs with Meetings/Groups) (THACAAAH)
- akta.pro secondary industries
- Healthcare, Medical Devices & Pharma Shows Organizers (THAHABAH), Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH), Event Production & Theming (Décor, Creative, Entertainment Booking) (THAHADAH)
Keywords
Where M Events is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
M Events business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Booking & Advisory Services: M Events acts as a travel agent arranging travel services on behalf of third-party providers (airlines, tour operators, cruise operators, car hirers, accommodation providers). They charge service fees for booking and advisory services, which are non-refundable. Commission, fees, rebates, and financial incentives are received from travel providers in connection with bookings.
- Professional Service Fees: Fees charged for itinerary planning, amendments, and cancellations. Domestic service fees range from $25-$150 per booking depending on service type. International fees are higher at $50-$150 per booking. These fees are in addition to any fees charged by travel providers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Per transaction | Service Fees - Domestic/Trans-Tasman airfare |
| Unit Pricing | Per transaction | Service Fees - International airfare |
| Unit Pricing | Per transaction | Service Fees - Domestic/Trans-Tasman business class |
| Unit Pricing | Per transaction | Service Fees - International business class |
| Other | Multi-year contract | Package, Tour, or Cruise Services |
| Unit Pricing | Per transaction | Itinerary Planning |
| Unit Pricing | Per transaction | Amendment Fees - Domestic |
| Unit Pricing | Per transaction | Amendment Fees - International |
| Unit Pricing | Per transaction | Cancellation Fees - Domestic |
| Unit Pricing | Per transaction | Cancellation Fees - International |
| Other | Per transaction | Credit Card Processing Fees |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
M Events product offering
Product offeringCore offering
M Events provides full-service corporate event management, organizing conferences, medical/pharmaceutical meetings, incentive travel programs, venue sourcing, and group travel for business clients. The company coordinates end-to-end event planning and execution on behalf of organizations running professional events.
Product overview
M Events is a full-service event management company that is part of The Maxim's Group (trading as Maxim's Travel, M Holiday, M Events, MaxQ Consolidation). The core product M Events provides event management services including Conference/Meeting Management, Incentive Travel, Venue Sourcing, Pharmaceutical Meetings, and Group Travel. The portfolio includes subsidiary brands: MAXIMise (proprietary travel management technology), Maxim's Travel (corporate travel management), M Holiday (leisure travel), and Max Q Consolidation (B2B ticket consolidation). These brands operate together under The Maxim's Group umbrella, with M Events established in 2015 as an extension of the corporate travel clients.
Differentiator
Problem solved
Functional benefit
Brands
- MAXIMise: Maxim's Travel's proprietary technology platform that can be completely customised to meet a company's specific travel requirements.
Products and services
- Conference Management End-to-end planning and delivery of corporate and association conferences, including program design, supplier coordination, and on-site execution for business clients.
- Medical / Pharmaceutical Meeting Services Coordination of medical and pharmaceutical meetings, including compliance-aware logistics, venue sourcing, and delegate management for healthcare-industry clients.
- Incentive Travel Programs Design and delivery of corporate incentive travel programs, including destination selection, group travel logistics, and on-ground program management for staff or channel reward initiatives.
- Venue Sourcing Sourcing and negotiation of event venues for corporate clients, including conference hotels, meeting spaces, and special-function venues across Australia.
- Group Travel Services Coordination of group travel arrangements for corporate events, including flights, accommodation blocks, ground transport, and delegate travel management.
Companies that use M Events
Customer profileSegments3 records
Ideal customer profiles1 record
M Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
M Events partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Maxim's Group (Internal Divisions)coreM Events is part of The Maxim's Group which includes Maxim's Travel (corporate travel management), M Holiday (leisure travel), Max Q Consolidation (B2B ticket consolidation), and MAXIMise (proprietary travel technology). These internal entities operate as distinct business units under common ownership.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
M Events competitors and assessment
Company assessmentDirect peers
- BI WORLDWIDE: Global engagement and incentive travel company delivering loyalty, reward, recognition, and event programs. Comparable in designing and executing corporate incentive travel experiences.
- HelmsBriscoe: Largest global venue sourcing and meeting management company, providing services that overlap directly with M Events' venue sourcing and conference management offerings for corporate clients.
- ITA Group: US-based incentive travel, engagement, and event solutions provider serving global enterprises. Highly comparable in incentive travel program design and corporate event execution.
- Conference Direct: US-headquartered corporate meeting and event management company focused on mid-market and enterprise clients. Comparable in delivering conference and meeting management services to corporate buyers.
- FCM Travel Solutions: Global corporate travel management division of Flight Centre Travel Group with Australian roots, offering meetings, events, and incentive travel services to corporate clients. Comparable in vertical focus and B2B corporate event delivery model.
- Corporate Travel Management (CTM): ASX-listed Australian corporate travel management company with growing meetings & events capability. Closest direct competitor in geography and core offering, also serving corporate clients with integrated travel and event solutions.
Broad incumbents
- BCD Meetings & Events: Global meetings, events, and incentive travel division of BCD Travel. Direct competitor in the corporate meetings and incentives space, with broader geographic reach and deeper enterprise account penetration than M Events.
- Maritz Global Events: Long-established global corporate events, meetings, and incentive travel provider. Comparable in full-service event management for corporate clients, with broader scale and global footprint.
- CWT Meetings & Events: Meetings, events, and incentives arm of CWT, one of the largest global TMCs. Directly comparable in offering integrated corporate travel and events services to multinational clients.
- American Express Global Business Travel: Largest dedicated corporate travel management company globally, with a substantial Meetings & Events division serving enterprise clients. Competes with M Events for corporate event mandates, especially multinational RFPs, but at vastly greater scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
M Events social profiles
Digital presenceM Events compliance and trust
Trust signalCompliance2 records
M Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
M Events leadership team
Management profileNumber of profiles
M Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
M Events 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 M Events
What does M Events do?
M Events provides full-service corporate event management, organizing conferences, medical/pharmaceutical meetings, incentive travel programs, venue sourcing, and group travel for business clients. The company coordinates end-to-end event planning and execution on behalf of organizations running professional events.
Is M Events a public or private company?
M Events is a private company. It is classified as corporate owned and is currently operating.
When was M Events founded?
M Events was founded in 2015. It employs 1 to 10 people.
Where is M Events based?
M Events is headquartered in Sydney, Australia, in the Oceania region.
How does M Events make money?
Two revenue lines are on record. Booking & Advisory Services are the primary driver. The others are professional Service Fees.
Who are M Events's main competitors?
Direct peers on record are BI WORLDWIDE, HelmsBriscoe, ITA Group, Conference Direct, FCM Travel Solutions and Corporate Travel Management (CTM). Broad incumbents are BCD Meetings & Events, Maritz Global Events, CWT Meetings & Events and American Express Global Business Travel.
Does M Events have an API?
No public API is recorded for M Events.
What industry is M Events in?
M Events's product category is Corporate Event Management. Its primary akta.pro industry code is THACAAAH, Events-Integrated Corporate Travel (TMCs with Meetings/Groups), with a secondary code of THAHABAH, Healthcare, Medical Devices & Pharma Shows Organizers. Its NAICS code is 561920 and its SIC code is 7990.