Questex Travel Group VP Shares the Scoop on The Portfolio’s Rebrand

As the worldwide journey sector continues to surge post-pandemic, Questex Travel Group has seized the second for a strategic rebrand as worldwide customer spending is forecast to interrupt all earlier information this 12 months, based on a May 2025 report by the World Travel & Tourism Council (WTTC).  

The choice comes within the midst of momentum marked by outstanding trade development, as mentioned throughout our current interview with Questex Journey VP Market Chief Jill Birkett. 

In actual fact, the worldwide travel and tourism sector is expected to contribute $11.7 trillion to the global economy, accounting for 10.3% of worldwide GDP, based on the WTTC On the identical time, the luxurious journey market is anticipated to develop to $2053.68 billion in 2029 at a compounded annual development price (CAGR) of three.6%, based on a report by The Business Research Company. 

Questex Journey Group VP Jill Birkett (left) and the Questex group unveil the portfolio’s new branding.

 “These numbers have gone anyplace from 7 to 11% a 12 months by way of development ever for the reason that finish of the pandemic,” mentioned Birkett, who has personally witnessed that development since she joined Questex’s journey and conferences occasions group in 2014. “And expectations from just about all sources proceed to recommend that can develop even additional down the road.” 

Final month, Questex unveiled the portfolio rebrand, and we caught up with Birkett to do a deeper dive into the strategic realignment of its media and occasion manufacturers within the journey sector. Learn highlights from our dialog or watch the total interview. 

In 2025, Luxurious Journey Advisor’s ULTRA Summit, which was co-located with GMITE, was held Might 5-7 on the Chateau Elan Vineyard & Resort in Braselton, Ga.

In Might, Chateau Elan Vineyard & Resort hosted the primary co-location of Luxurious Journey Advisor’s ULTRA Summit and the World Assembly & Incentive Journey Change (GMITE), each produced by Questex.

Context: Snapshot of Questex’s Journey Group Portfolio 

Luxurious Journey Advisor celebrated its twentieth anniversary with a rebrand.

Realigning for the Future 

“One of many issues we tried to do right here was align our manufacturers to higher benefit from that rising financial system,” mentioned Birkett. “We’ve had many disparate merchandise throughout the journey and the conferences trade, and so we thought, why not take a possibility to realign?”  

A Unified Imaginative and prescient 

“What instigated the dialog was our publication’s 20-year anniversary,” mentioned Birkett, referring to Luxurious Journey Advisor that was based in 2005. Questex not solely sought to refresh their aesthetic with a clear, recent search for Luxurious Journey Advisor, but additionally to unify their various media manufacturers and occasion platforms. For Questex, it was important to create a cohesive id that resonates with their core values and imaginative and prescient, she mentioned. 

Enlargement and Connectivity 

Considered one of Questex’s objectives: Connecting disparate occasions, Luxurious Journey Advisor’s ULTRA Summit, GMITE, and CMITE, and media manufacturers beneath one umbrella. “We did really feel it was vital to convey them collectively extra cohesively,” she mentioned. The rebrand aimed toward offering this unity was not solely about aesthetics but additionally about seamlessly integrating the experiences and alternatives supplied throughout Questex’s platforms, she added. 

Using the Waves of Change 

Amid this rebranding effort, world development stays a focus. Which segments of the journey sector are increasing? “Cruise journey is an instance of one thing that is grown explosively,” Birkett mentioned. Such tendencies underscore the crucial to attach extra suppliers and consumers worldwide throughout platforms. Questex’s rebranding initiative endeavors to showcase these manufacturers whereas fostering extra engagement with journey suppliers, she mentioned. 

ULTRA Summit attendees networked whereas making charcuterie boards.

A session at ULTRA Summit

Fostering Yr-Spherical Engagement 

Exploring the evolving panorama of commerce reveals, we probed into how Questex is nurturing steady relationships past occasion days. Birkett instructed us that content material technique and digital occasions beneath their ‘Promoting Luxurious’ sequence are designed to help year-round engagement and thought management throughout the journey advisor group. In January, Questex employed Cameron Sperance because the group’s new content material/editorial director. Most just lately, Sperance served as senior resort reporter for The Factors Man. 

Unveiling the Smooth and Strategic 

Describing the rebrand, Birkett mentioned, “We have developed a glance that’s smooth, unified, and will assist construct belief and strengthen collaboration.” Moreover, she added, the rebrand’s success will probably be measured not solely by consciousness but additionally by cohesive engagement throughout numerous platforms. 

Trying forward 

“ We’re some enlargement subsequent 12 months, which I am unable to get fully into at this level,” she mentioned. “ With the expansion that we talked about earlier. It simply is sensible.” 

In January, Questex employed Cameron Sperance because the group’s new content material/editorial director.