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The Event Inc Group, Europe's largest digital platform for booking and managing corporate events of all kinds, is taking over the German MICE provider Aloom and the Dutch portal for event locations and conference hotels, Inspiratie Op Locatie. Both companies are leaders in the MICE industry (Meetings, Incentives, Conferences, Exhibitions ) and, thanks to their healthy economic situation, ensure a direct growth boost for the Event Inc Group.
The past three years have been extremely challenging for the event industry. Event Inc quickly took the "flight forward" and laid the foundation for the consolidation of the MICE industry in the interest of our customers and all those companies that still need to plan, book and manage their corporate events such as team events, trainings or conferences in an analog way.
“We are working on digitizing the event industry in Europe. In order for this to succeed, we have to consolidate at the same time, since corporate customers in particular have so far been too dependent on various sourcing platforms for locations and isolated solutions for digital booking. With the takeover of the event specialists Aloom and Inspiratie Op Locatie, we are demonstrating our claim and our ambitions at a European level” says Paul Philipp Hermann, CEO of the Event Inc Group.
The Aloom and Inspiratie Op Locatie brands will remain due to their respective strong market positions, the technical platforms will be merged over time so that customers can benefit from the entire service offering. The existing management of Inspiratie Op Locatie around the managing director Barbara van der Giessen will continue to drive the expansion in the Netherlands and Peter Friedhofen, CEO of Aloom, will be responsible for the distribution of the procurement software of the Event Inc Group.
With the acquisition of Aloom, the Event Inc Group is expanding its customer portfolio in Germany to include other well-known DAX companies and, on the software side, participant management and a white label solution. “With Aloom we have built one of the most exciting players in the MICE industry. In the future, corporate customers of the Event Inc Group will benefit from the bundled software development of the companies as well as the now even larger portfolio of conference hotels, event locations, meeting rooms and team event providers," says Peter Friedhofen, CEO of Aloom.
Much of the MICE industry still works today as it did 20 years ago. The level of digitization is very low, both on the supply side and on the demand side. A lot of business is largely done manually. That is why quotation processes are time-consuming and personnel-intensive and the sourcing of conference hotels and event locations requires numerous coordination rounds. The digitization of the MICE industry is challenging because on the one hand numerous small market participants try to develop isolated solutions and on the other hand incumbents fail to digitize their own processes. With the takeover of Aloom and Inspiratie Op Locatie, the Event Inc Group is now bundling the software development of strong players and taking the digitization of the MICE industry a big step forward.
In this way, companies can quickly find the ideal room for their event, easily receive the best offers, book directly and map participant management. The B2B services for strategic meeting management are particularly valued, for example when organizing training courses and seminars in conference hotels. There are more than 20,000 locations to choose from across all event categories. Through the interaction of various SaaS solutions and personal service by experts, companies can largely automate their event organization processes without having to forego individual service. Event Inc, smart and more, Aloom und Inspiration Op Location (NL).
Event Inc has been part of the Russmedia Equity Partners’ growth portfolio since 2021
