Media, events, and market intelligence company Northstar Travel Group has signed a global enterprise agreement with Explori, a leading provider of event measurement, benchmarking, and audience intelligence solutions. The agreement significantly expands Northstar’s use of Explori’s platform and AI-powered analytics capabilities across its extensive portfolio of events, reinforcing the company’s commitment to data-driven decision-making and event performance optimization.
The partnership represents a strategic step in Northstar’s broader vision of integrating proprietary audience data, advanced technology platforms, and AI-driven intelligence throughout its global events business. Through Explori’s platform, Northstar will gain enhanced visibility into attendee, exhibitor, sponsor, and commercial performance metrics, enabling deeper insights and more informed business decisions.
Commenting on the collaboration, Alicia Evanko, Executive Vice-President of Global Events at Northstar, said Explori adds a critical measurement layer to their ecosystem, “giving us a high-definition view of audience and sponsor value across our portfolio that we can act on in meaningful ways”.
Explori’s platform provides comprehensive intelligence across key event performance indicators, including Net Promoter Score (NPS), attendee satisfaction, loyalty, exhibitor performance, and commercial impact metrics. The technology also enables event organizers to benchmark performance across events, industries, regions, and portfolios using Explori’s extensive global dataset and customized measurement models.
A standout feature of the platform is Explori’s agentic analysis tool, which transforms event feedback into immediate and actionable insights. The AI-powered solution uncovers critical findings from both benchmark and bespoke research questions, effectively providing event teams with an on-demand research expert capable of identifying opportunities for improvement and growth.
Mark Brewster, CEO and Founder of Explori, welcomed the expanded partnership and said he looked forward to continuing to work with Northstar to help optimize event performance, audience satisfaction, and commercial growth across its portfolio.
The agreement marks Explori’s 36th enterprise deployment globally, further strengthening its position as a trusted intelligence partner for the events industry. The company currently works with several leading exhibition and event organizers worldwide, including Informa, Clarion, Diversified, Comexposium, Access Intelligence, MCH Group, IMEX, and others.
Reflecting on Explori’s journey, Brewster said, “When we launched Explori, our goal was to transform fragmented regional benchmarking into a truly global intelligence platform for the events industry. Today, our dataset spans thousands of events worldwide, allowing organisers 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.”
The partnership underscores the growing importance of AI-powered measurement and benchmarking tools in helping event organizers enhance audience experiences, improve commercial outcomes, and drive long-term growth across global event portfolios.
