Still today, Europe sits at the apex of the most influential markets in the luxury travel industry worldwide, and Connections Luxury Europe is certainly a trade show that crowns its very heart. Rising as Connections’ flagship edition in Europe, the 3-day event brings together the most respected local and international luxury travel designers with top global luxury travel brands across Barcelona’s most iconic venues and properties, including Casa Batlló or the Monument Hotel.
Since 2022, Greg Reeves has been at the helm of the brand’s famed show as a Managing Director, and has a clear vision on its purpose within the luxury industry: “Connections Luxury Europe is about bringing the right people together in the right setting, so relationships can develop naturally and last well beyond the event. We bring together senior luxury travel designers and high-end travel brands for a few days of focused one-to-one meetings, but what really matters is how those meetings happen. It’s designed to feel natural, not transactional, so people can get to know each other properly and build relationships that last”.
As he rightly mentions, Connections, part of Jacobs Media Group, is known for its relationship-focused format rather than a traditional show model. But how does this work in practice? Firstly, Reeves explains that everything is curated in advance. This way, once you arrive, “Your time is already mapped out with the people who will most positively impact your business,” he says.
Since 2022, Greg Reeves has been at the helm of the brand’s famed show as a Managing Director, and has a clear vision on its purpose within the luxury industry: “Connections Luxury Europe is about bringing the right people together in the right setting, so relationships can develop naturally and last well beyond the event. We bring together senior luxury travel designers and high-end travel brands for a few days of focused one-to-one meetings, but what really matters is how those meetings happen. It’s designed to feel natural, not transactional, so people can get to know each other properly and build relationships that last”.
As he rightly mentions, Connections, part of Jacobs Media Group, is known for its relationship-focused format rather than a traditional show model. But how does this work in practice? Firstly, Reeves explains that everything is curated in advance. This way, once you arrive, “Your time is already mapped out with the people who will most positively impact your business,” he says.
Here, it is suppliers who remain at their table, with buyers moving through their series of pre-scheduled one-to-one meetings. However, what makes Connections Luxury Europe different is precisely how those meetings evolve.
“Each meeting starts as a focused conversation, and then partway through, we introduce a Connections experience. It might be something like a food and wine tasting, or creating something together. It’s about creating memory. When people share an experience, even something simple, the interaction stays with them. The conversation becomes more natural, trust builds more quickly, and you move beyond a standard business exchange”, says Reeves.
For him, that’s where the real value comes from: you’re not just plainly meeting someone, you’re building something much more meaningful and powerful from the get-go.
“Each meeting starts as a focused conversation, and then partway through, we introduce a Connections experience. It might be something like a food and wine tasting, or creating something together. It’s about creating memory. When people share an experience, even something simple, the interaction stays with them. The conversation becomes more natural, trust builds more quickly, and you move beyond a standard business exchange”, says Reeves.
For him, that’s where the real value comes from: you’re not just plainly meeting someone, you’re building something much more meaningful and powerful from the get-go.
Europe is a key region for the Connections brand, hence why this particular show is one of its grand flagships. As Reeves puts it: “Europe continues to shape both supply and demand in luxury travel. You have a very established network of travel designers here, many with long-standing, high-value clients, alongside some of the most recognised and evolving luxury travel product in the world. For us, it’s a flagship region because it sits right at the centre of that. It’s where global partnerships are often formed and where trends take hold early”.
This European editions unites around 120 luxury travel suppliers and 120 buyers, with the majority coming from Europe. But of course, all of them have firstly been carefully selected, with the team focusing primarily on experienced luxury travel designers who are actively selling and managing high-value clients. “Selection is based on quality, not scale. We look at client profile, annual spend, and their openness to building new partnerships. It’s about bringing together people who are engaged and ready to do business. That’s what keeps the quality of meetings high”, says Reeves.
But what really distinguishes the Europe edition with those held at other markets? Do European luxury travel designers approach partnerships differently from buyers in markets such as the USA or United Kingdom? Reeves explains: “European agents tend to focus more on building long-term relationships, with a strong emphasis on trust and personal connection. Compared to the US, I’d say both European and UK agents often need to prioritise preferential rates more heavily, as their clients can be more price-sensitive. In contrast, the US market is more service-driven - clients are generally willing to pay more as long as the experience and service levels meet expectations. Although, added value and amenities remain important across all markets. Interestingly, we have seen some of our top UK agents actively targeting US clients, as the margin potential is higher. We are yet to see if a similar trend is emerging across Europe too”.
That said, he adds how important it is to not treat Europe as a single market, since client expectations can vary greatly: “For example, a high-net-worth German client may be looking for something quite different to an Italian client".
The same goes for suppliers. Choosing which trade show to attend within the industry can sometimes become an arduous task, for they’re not one-size-fits-all. So, what types of brands and suppliers benefit most from attending a Connections Luxury Europe show? “We have a wonderful array of brands, both big and small. However, we do offer smaller brands a wonderful opportunity to network on a level playing field. At some of the larger trade shows, it’s very much pay to play, you can get lost (unless you are a partner of XO Private, of course). However, at Connections, we truly believe that all brands should have a similar footprint and the same opportunity to engage trade,” says Reeves.
Therefore, though the types of suppliers can be quite varied, there is a real edge and scope particularly for smaller businesses looking to expand their footprint in Europe. The show really focuses on individuals rather than the brand itself, and Reeves and the team believe this is core to their conviction that trust must always lead first within any business transaction.
This European editions unites around 120 luxury travel suppliers and 120 buyers, with the majority coming from Europe. But of course, all of them have firstly been carefully selected, with the team focusing primarily on experienced luxury travel designers who are actively selling and managing high-value clients. “Selection is based on quality, not scale. We look at client profile, annual spend, and their openness to building new partnerships. It’s about bringing together people who are engaged and ready to do business. That’s what keeps the quality of meetings high”, says Reeves.
But what really distinguishes the Europe edition with those held at other markets? Do European luxury travel designers approach partnerships differently from buyers in markets such as the USA or United Kingdom? Reeves explains: “European agents tend to focus more on building long-term relationships, with a strong emphasis on trust and personal connection. Compared to the US, I’d say both European and UK agents often need to prioritise preferential rates more heavily, as their clients can be more price-sensitive. In contrast, the US market is more service-driven - clients are generally willing to pay more as long as the experience and service levels meet expectations. Although, added value and amenities remain important across all markets. Interestingly, we have seen some of our top UK agents actively targeting US clients, as the margin potential is higher. We are yet to see if a similar trend is emerging across Europe too”.
That said, he adds how important it is to not treat Europe as a single market, since client expectations can vary greatly: “For example, a high-net-worth German client may be looking for something quite different to an Italian client".
The same goes for suppliers. Choosing which trade show to attend within the industry can sometimes become an arduous task, for they’re not one-size-fits-all. So, what types of brands and suppliers benefit most from attending a Connections Luxury Europe show? “We have a wonderful array of brands, both big and small. However, we do offer smaller brands a wonderful opportunity to network on a level playing field. At some of the larger trade shows, it’s very much pay to play, you can get lost (unless you are a partner of XO Private, of course). However, at Connections, we truly believe that all brands should have a similar footprint and the same opportunity to engage trade,” says Reeves.
Therefore, though the types of suppliers can be quite varied, there is a real edge and scope particularly for smaller businesses looking to expand their footprint in Europe. The show really focuses on individuals rather than the brand itself, and Reeves and the team believe this is core to their conviction that trust must always lead first within any business transaction.
As for the location, Barcelona couldn’t be more suitable for the Connections Luxury Europe edition. “It’s a city that brings together culture, creativity and hospitality in a way that really suits what we do. The architecture, the food, the overall atmosphere, it all encourages a more relaxed and open way of connecting. Having spent 7 years in the city, I’ve seen how Barcelona and Catalunya have an unfair advantage on every sensory level. Advisors and tourists are only scratching the surface of the offering here and there is a huge opportunity for the trade and the destination. This evolutionary phase presents Barcelona as a long-term home for our European edition, somewhere we can continue to build and elevate the experience year on year”, says the Managing Director.
Compared to other Connections events in cities like New York or Manchester, participating in the European show truly offers a distinct cultural experience alongside the opportunity to meet top European travel designers: “This is a crucial distinction. Our EU event welcomes predominantly EU travel designers; West Hollywood welcomes US trade and so on. The supplier base is always global at our community events”. The brand itself is big on emphasizing the ‘sense of place’, hence they especially love when a hotel injects local culture and experiences into its offering (very aligned with their Connections ethos).
Compared to other Connections events in cities like New York or Manchester, participating in the European show truly offers a distinct cultural experience alongside the opportunity to meet top European travel designers: “This is a crucial distinction. Our EU event welcomes predominantly EU travel designers; West Hollywood welcomes US trade and so on. The supplier base is always global at our community events”. The brand itself is big on emphasizing the ‘sense of place’, hence they especially love when a hotel injects local culture and experiences into its offering (very aligned with their Connections ethos).
“When you join us in Europe, you will feel a touch of the cultural, culinary and geographical elements which make Europe such a strong luxury destination”
Beyond meetings, Connections Luxury Europe is a travel show known for its use of shared experiences, an element that helps strengthen relationships within the event community by changing the dynamics of a sit-down chat very swiftly. At the end of the day, this business is all about relationships, and for these to spark in a most natural manner, it’s ideal for conversations move beyond product and into something more personal and relaxed.
“This year in Barcelona, the experiences are very much rooted in the city. You might find yourself in a live Catalan cooking class, tasting Iberian ham and local wines, or exploring a more traditional aperitif with artisanal cheeses and vermouth. In another meeting, you could be creating your own Gaudí-inspired mosaic, or taking on a light architectural challenge that brings the city’s design to life. There are also more immersive moments woven in, from behind-the-scenes access at Teatre Nacional de Catalunya to a more hands-on Fujifilm photography experience, capturing the city in a different way,” shares Reeves enthusiastically.
And though sometimes the experiences may seem simple in concept, he insists they are key, for they give people something to share, and that’s what makes the interaction more memorable.
“This year in Barcelona, the experiences are very much rooted in the city. You might find yourself in a live Catalan cooking class, tasting Iberian ham and local wines, or exploring a more traditional aperitif with artisanal cheeses and vermouth. In another meeting, you could be creating your own Gaudí-inspired mosaic, or taking on a light architectural challenge that brings the city’s design to life. There are also more immersive moments woven in, from behind-the-scenes access at Teatre Nacional de Catalunya to a more hands-on Fujifilm photography experience, capturing the city in a different way,” shares Reeves enthusiastically.
And though sometimes the experiences may seem simple in concept, he insists they are key, for they give people something to share, and that’s what makes the interaction more memorable.
As Managing Director for the brand, Greg Reeves confesses that what excites him most about Connections Luxury Europe is the way in which the beautiful city of Barcelona comes together. In fact, just one week away from their latest edition, him and his event partners were kindly hosted for a fabulous dinner by the CEO of Turisme de Barcelona.
“This makes me excited. When the destination has direct relationship with the properties, venues and experience providers involved in such initiatives, doors open and magic happens,” he shares. And truly, closing their event with a meal cooked by a Michelin star chef with the flickering lights of Barcelona below, can be described as nothing short of magical!
“This makes me excited. When the destination has direct relationship with the properties, venues and experience providers involved in such initiatives, doors open and magic happens,” he shares. And truly, closing their event with a meal cooked by a Michelin star chef with the flickering lights of Barcelona below, can be described as nothing short of magical!
“At Connections, everyone belongs. We do not have an ego; we care only about supporting you and your ambitions. We would be thrilled if you choose to join us and shape the future of networking and luxury product."
Connections Luxury Europe - At a glimpse
Where does it take place?
Barcelona, Catalunya (Spain)
Who attends?
· 120 Global Luxury Travel Suppliers:
High-end Hotels, DMCs, Tourist Boards, Cruise and Transportation
· 120 Regional Luxury Travel Buyers:
Premium Travel Agencies, Concierge Companies, Wedding and Event Planners
Buyer Regions
70% - Europe
20% - United States
10% - Rest of World
Notes on the Future, from Greg Reeves
“It’s clear luxury travel has moved way beyond just the product. It’s not about how beautiful a hotel is anymore, it’s about how well it understands you and how it makes you feel across the whole journey. The luxury traveller today is also a bit of a contradiction, sometimes they want total privacy, sometimes they want to be seen, so brands need to be flexible around that.
Wellness is another big shift. It’s becoming much more about longevity and performance rather than just relaxation.
And then of course, behind the scenes, the best brands are using data to really understand behaviour and personalise properly, not just in a superficial way. Allowing tech to empower humans to be… more human”.
Where does it take place?
Barcelona, Catalunya (Spain)
Who attends?
· 120 Global Luxury Travel Suppliers:
High-end Hotels, DMCs, Tourist Boards, Cruise and Transportation
· 120 Regional Luxury Travel Buyers:
Premium Travel Agencies, Concierge Companies, Wedding and Event Planners
Buyer Regions
70% - Europe
20% - United States
10% - Rest of World
Notes on the Future, from Greg Reeves
“It’s clear luxury travel has moved way beyond just the product. It’s not about how beautiful a hotel is anymore, it’s about how well it understands you and how it makes you feel across the whole journey. The luxury traveller today is also a bit of a contradiction, sometimes they want total privacy, sometimes they want to be seen, so brands need to be flexible around that.
Wellness is another big shift. It’s becoming much more about longevity and performance rather than just relaxation.
And then of course, behind the scenes, the best brands are using data to really understand behaviour and personalise properly, not just in a superficial way. Allowing tech to empower humans to be… more human”.
Zoila Checa
