AbleMaxx won Best Representation Company at the recent micebook Awards. We share highlights from the winning entry…
Founded on the belief that representation is a relationship business, not a numbers game, AbleMaxx has grown organically over thirteen years into a team of specialists who hold some of the most trusted partnerships in the MICE industry.
The AbleMaxx portfolio spans DMCs, luxury venues, cruise and destination management, including Global DMC Partners, Destination Wembley, Destination DC, Don Carlos Marbella, Transcend Cruises and Destination Toronto.
The team’s longest account relationships are thirteen years old, while the newest came by referral. Every client campaign is bespoke. The team study each partner’s proposition, understand their strengths and competitive position, then build a tailored UK market strategy around those insights. No two clients are approached the same way.
AbleMaxx has been approached to develop initiatives like Destination Wembley in direct response to buyer needs, creating entirely new value channels for clients.
In 2025, it hosted the AbleMaxx International Workshop at Destination Wembley – a live, behind-the-scenes experience of the campus that brought together qualified planners and advanced relationships across the entire portfolio in a single day.
AbleMaxx managed 1,630 enquiries across its portfolio in 2025, generating more than £11.9m for clients.
One judge described the entry as “commercially impressive, strategically disciplined and exceptionally strong on both buyer and partner relationships.”