Representation Plus

What Representation Plus does

Representation Plus is a London-based, founder-owned full-service marketing agency founded in 1987 (with the founder's About-page narrative citing 1988) by Alison Cryer MBE, specialising in the travel, tourism, and leisure industries. The firm delivers representation, public relations and events, marketing, brand strategy, and association secretariat services to national tourist boards, hotel groups, airlines, tour operators, destination management companies, and tourism associations, primarily serving clients targeting UK and European markets. Its service portfolio is extended through several sub-branded lines: MICE Concierge (meetings, incentives, conferences and events delivered with Hosts Global DMC consortium), Travel Concierge (luxury travel experiences via partner DMCs), Virtual Office (Whereby-powered remote meeting rooms), ezy Virtual Events (a standalone virtual events platform), and the On Screen video content series. Underlying delivery is enabled by a 100+ global partner office network and 20 overseas PR partner offices that allow the small London team to execute campaigns and trade-show representation across 40+ countries.

The business operates as a B2B professional services firm on a quote-based, multi-year retainer and project-based pricing model, with revenue derived from ongoing representation retainers, project campaigns, event management fees, brand strategy engagements, and white-label secretariat services for associations such as ANTOR and the Tourism Society. Go-to-market is sales-led and event-driven, anchored by direct client engagement, trade show participation (notably World Travel Market), industry panels, and partner referrals. The firm has pursued two completed acquisitions (CIB in 2003 and First Public Relations in 2012) and currently employs approximately 9-15 staff across Founder/Managing Director, Director, Associate Director, Operations and Finance Manager, and additional team members, operating as a privately held independent agency with no institutional funding or parent company.

Name

Representation Plus

Legal name

Representation Plus

Website

https://representationplus.co.uk

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Representation Plus is a London-based, founder-owned full-service marketing agency founded in 1987, specialising in representation, PR, events, marketing, and brand strategy for travel, tourism, and leisure clients including national tourist boards, hotel groups, and associations.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Representation Services: Ongoing representation services for destinations, hotels, airlines, associations, and tour operators including sales, marketing, communications strategy, lead generation, and key account management.
2. Public Relations and Events: PR strategy, media relations, celebrity endorsements, press trips, event organisation, social media management, and crisis management services.
3. Marketing Services: Marketing mix campaigns, content strategy, website development, brand partnerships, media planning and placement.
4. Brand Strategy: Corporate and personal brand development, strategy, messaging, positioning, multimedia campaigns, and brand alliance partnerships.
5. Association Secretariat Services: Bespoke white label secretariat services for associations including bookkeeping, membership marketing, event management, sponsorship, and trade/media relations.
6. MICE Concierge Services: Meetings, incentives, conferences and events management through partnership with Hosts Global DMCs including travel, accommodation, entertainment, team building, and staffing.
7. Travel Concierge Services: Luxury travel experiences through partner DMCs including accommodation, restaurants, excursions, and transportation.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Representation Plus is a London-based, full-service marketing agency that sells representation, public relations, events, marketing, brand strategy, and association secretariat services to clients in the travel, tourism, and leisure industries. Its work spans lead generation, sales missions, trade show organisation, media relations, press trips, content campaigns, website development, brand positioning, and bespoke white-label secretariat support for trade associations. It also operates MICE Concierge and Travel Concierge sub-brands in partnership with global Destination Management Company (DMC) networks.

Product overview

Representation Plus is a full-service marketing agency offering an integrated portfolio of services for the travel, tourism, and leisure industries. Its core service offering comprises Representation, Public Relations and Events, Marketing, Brand Strategy, and Associations management. These core services are supported by several sub-branded service lines: MICE Concierge (meetings, incentives, conferences and events), Travel Concierge (luxury tailor-made travel via partner DMCs), and Virtual Office (live virtual meeting rooms via Whereby). The agency also operates ezy Virtual Events as a separate online product and maintains an On Screen video content series. The portfolio is unified under the tagline 'Connect – Impact – Grow' and is delivered with a network of 100+ global partner offices and 20 overseas PR partner offices.

Differentiator

Problem solved

Functional benefit

Brands

• MICE Concierge: Meetings, incentives, conferences and events concierge service operated by Representation Plus, partnering with Hosts Global consortium of Destination Management Companies.
• ezy Virtual Events

Products and services

• Representation
• Public Relations and Events
• Marketing
• Brand Strategy
• Associations (Secretariat Services)
• MICE Concierge
• Travel Concierge
• Virtual Office
• ezy Virtual Events
• On Screen

Quantifiable outcome

• Won Travel Bulletin Award for top Middle East Tourist Board for Oman for two years running

Named customers18 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Hosts GlobalcoreStrategic or Co-development PartnerHosts Global is a global consortium of Destination Management Companies (DMCs) leading in the MICE industry. Representation Plus partners with Hosts Global for the MICE Concierge service, providing strategic event planning and local expertise in the world's most exciting destinations.
• WTTC (World Travel and Tourism Council)coreGTM or Marketing PartnerGlobal tourism industry body representing the private sector travel and tourism industry. Partnership provides industry leadership and networking opportunities.
• ANTOR (Association of National Tourist Office Representatives)coreGTM or Marketing PartnerAssociation of National Tourist Office Representatives. Representation Plus provides secretariat services and actively participates in industry panels and media relations.
• APG (Air Promotion Group)coreChannel Partner/ Reseller/ DistributorTrade representation and sales support for airline promotion in UK and European markets.
• Tourism SocietyminorGTM or Marketing PartnerProfessional society for tourism industry. Representation Plus provides secretariat services.
• Elite Travel GroupcoreChannel Partner/ Reseller/ DistributorDestination Management Company partner for Montenegro and Albania providing luxury travel experiences.
• Emeco (Emirates Destination Management)coreChannel Partner/ Reseller/ DistributorDestination Management Company for UAE/Emirates providing luxury travel experiences including accommodation, restaurants, and excursions.
• Eshet Incoming (Israel)Channel Partner/ Reseller/ DistributorDestination Management Company partner for Israel providing luxury travel experiences.
• Creative Travel IndiacoreChannel Partner/ Reseller/ DistributorDestination Management Company for India providing luxury travel experiences.
• CDM ThailandcoreChannel Partner/ Reseller/ DistributorDestination Management Company for Thailand providing luxury travel experiences.
• ODS (Turkey)coreChannel Partner/ Reseller/ DistributorDestination Management Company for Turkey providing luxury travel experiences.
• Walthers DMC (South Africa)coreChannel Partner/ Reseller/ DistributorDestination Management Company for South Africa providing luxury travel experiences.
• Spanish Heritage (Spain)coreChannel Partner/ Reseller/ DistributorDestination Management Company for Spain providing luxury travel experiences.
• Operation Altitude (Colorado)coreChannel Partner/ Reseller/ DistributorDestination Management Company for Colorado, USA providing luxury travel experiences.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Hosts Global: Global consortium of Destination Management Companies that is Representation Plus's strategic partner for MICE Concierge services. Adjacent ecosystem participant rather than direct competitor.

Direct peers

• Travel PR (formerly Brighter Group): UK travel, tourism, and hospitality PR agency serving destinations, hotels, and airlines. Direct peer in scope, geography, and customer segments served.
• MMGY Global: US-headquartered integrated marketing agency specialising exclusively in travel, tourism, and hospitality with destination marketing, PR, and representation services. Comparable in vertical specialisation and service mix.
• Hills Balfour: UK-based travel and tourism PR, marketing, and representation agency with similar NTO and hotel client base. Most directly comparable peer given shared UK focus, travel specialism, and representation-led GTM.
• Lotus (travel PR agency): UK travel and lifestyle PR agency with destination and hotel clients. Direct peer given comparable UK market, travel vertical focus, and PR-led service offering.

Broad incumbents

• J. Walter Thompson (Wunderman Thompson): Large global advertising and marketing network with tourism and hospitality brand assignments. Indirect competitor on brand strategy and integrated marketing mandates for travel clients.
• Edelman: Global PR firm with travel, tourism, and hospitality clients across multiple markets. Competes for large NTO retainers and brand strategy work that Representation Plus also targets.
• Finn Partners: Large global PR and integrated marketing agency with a dedicated travel and lifestyle practice serving NTOs and hospitality brands. Broad incumbent with overlapping travel capability rather than vertical exclusivity.
• Jack Morton Worldwide: Global brand experience and experiential marketing agency with a travel and tourism client base. Comparable on the experiential events side of Representation Plus's offering but at much larger scale.
• WE Communications: Global communications agency with a dedicated travel and tourism practice serving NTOs and hospitality clients. Broader portfolio than Representation Plus but directly competes for similar mandates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/RepPlusUK
• YouTubeyoutube.com/user/Representationplus
• Facebookfacebook.com/RepresentationPlus
• LinkedInlinkedin.com/company/representation-plus
• Instagraminstagram.com/repplus/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Representation Plus