Northstar Travel Group Signs Enterprise Agreement With Explori

Northstar Travel Group, the global media, events and market intelligence company serving the travel industry, has signed a global enterprise agreement with Explori, a leader in event measurement and benchmarking.

The agreement expands Northstar's use of Explori's platform and AI-powered analytics capabilities across its global portfolio of 100+ leading industry events, including ALIS, Business Travel Show, Phocuswright, CruiseWorld, and The Meetings Show, strengthening the company's ability to measure attendee and sponsor experience, benchmark performance, and generate actionable intelligence at scale.

"Proprietary data, our platform, and applied AI, that is how Northstar delivers better outcomes for our audiences and marketing partners," said Alicia Evanko, Executive Vice President of Global Events at Northstar. "Explori adds a critical measurement layer to that ecosystem, giving us a high-definition view of audience and sponsor value across our portfolio that we can act on in meaningful ways."

The partnership further strengthens Northstar's broader strategy of integrating proprietary audience data, technology platforms, and AI-driven intelligence across the organization.

"The expanded partnership supports Northstar's continued investment in audience intelligence, event performance measurement, and customer experience," Evanko added. "What this unlocks for our customers is tangible. Sponsors and exhibitors will have a clearer line of sight into the value they are receiving from our events, while attendees will benefit from experiences that continue to improve year over year. That is the standard we are holding ourselves to across the organization."

The platform provides attendee and exhibitor intelligence across key performance metrics including Net Promoter Score, satisfaction, loyalty, and commercial impact indicators. Clients can benchmark performance across events, regions, sectors, and portfolios using Explori's global dataset and custom measurement models. Explori's agentic analysis tool transforms feedback into immediate, actionable insights, answering both benchmark and bespoke research questions as if every event team had its own on-demand research expert.

Mark Brewster, CEO and founder of Explori, said the expanded agreement represents a significant milestone in the companies' long-standing collaboration.

"We are thrilled to expand our partnership with Northstar Travel Group," said Brewster. "This is an organization we have greatly enjoyed working with over the years, and an enterprise agreement was always a natural next step. We look forward to continuing to work closely together to help optimize event performance, audience satisfaction, and commercial growth across their event portfolio."

The agreement marks Explori's 36th enterprise deployment globally and further strengthens its position in event benchmarking and intelligence. Explori works with many of the world's leading event organizers, including Informa, Clarion, Diversified, Comexposium, Access Intelligence, MCH Group, IMEX, and others.

"When we launched Explori, our goal was to transform fragmented regional benchmarking into a truly global intelligence platform for the events industry," Brewster added. "Today, our dataset spans thousands of events worldwide, allowing organizers to benchmark performance across factors such as event type, region, size, maturity, and sector with a level of confidence and scale that previously did not exist."

Together, Northstar and Explori will continue advancing how event organizers understand audiences, optimize experiences, and drive measurable business outcomes. To learn more about how Explori helps event portfolios move from anecdotal reporting to decision-grade intelligence, we'd love to hear from you.