An expansion driven by key accounts
Announced on 30 September 2026, Naboo‘s arrival in Asia-Pacific extends an international roll-out that began in the United States. Founded in 2022, the platform for booking, managing and overseeing corporate events is now targeting Singapore and Australia, which it presents as the first milestones of its presence in the region.
The move is first and foremost a response to the needs of existing clients. Arkema, Veolia and AXA are among the groups that have entrusted Naboo with all of their events worldwide. Their requests in Singapore, Australia and other countries in the region gradually enabled the scale-up to identify companies’ expectations and the potential of these markets.
At the same time, Naboo has begun building local demand. The first months of deployment have confirmed this demand, while revealing specific features to which the company must adapt its model. The scale-up is targeting monthly business volume of €500,000 to €700,000 by the end of the year.
Maximilien Delcourt, Region Manager APAC at Naboo, said the company had had to start from scratch: understanding the markets, meeting local players, building its network and, above all, learning to adapt its way of working to these countries. He described the first months as very intense, but said there was now real momentum, both with existing clients and with companies discovering Naboo locally. In his view, there is a genuine pain point and need, and the model is working very well in the region.
Singapore, gateway to the region
Singapore is the strategic entry point for the set-up. The city-state’s MICE market is estimated at €1.6bn in 2025, up 35% year on year. Singapore welcomed 1.1 million “Meetings & Events” visitors in 2025 and is home to many regional headquarters of major international groups.
Singapore is a favoured destination for major international gatherings, which feeds a dense events ecosystem. Every international summit or event held there generates associated activity, from client events to internal company meetings. According to Naboo, the market still has very few players specialising in supporting companies with their Meetings & Events needs.
The Singapore market also remains closely watched by major hotel groups. Accor, for example, has signed three hotels totalling more than 1,300 keys there.
Australia, a volume market
Australia operates on an entirely different scale. Its MICE spending reached almost €10bn in 2025, making it a market seven to eight times larger than Singapore’s. This mature market is underpinned by strong domestic activity and offers significant potential for corporate seminars, conventions and incentives.
The country is structured around several major economic and tourism hubs, from Sydney to Melbourne, via Brisbane and the Gold Coast. The market is therefore vast and fragmented, with plentiful demand for incentives and employee events. Sydney is also attracting the attention of hotel investors, as shown by Mulpha’s recent stake in the Novotel and ibis Sydney Darling Harbour.
“Global software, local approach”
The two markets differ in their event types, supplier ecosystems and purchasing habits. Naboo must therefore adapt its offering, network and operations to each territory, while relying on a shared technology infrastructure.
To achieve this, the scale-up is highlighting its transformation into an “AI-native” company. It has automated event sourcing, booking and management operations. AI is intended to enable the model to scale internationally without increasing resources in the same proportion, and to refocus teams on client relationships and local expertise.
This approach is part of a wider digitalisation of the segment. On the hotel side, Accor has launched a global digital ecosystem for booking meetings and events, while Honotel has turned to AI to automate the handling of its MICE requests.
A venture-backed scale-up
Naboo was founded in 2022 by Maxime Eduardo, Antoine Servant, Lucien Bredin and Jean-Louis Villeminot. It now employs 250 people across eight countries. The company works with clients including Siemens, Capgemini, AXA and L’Oréal, and reports more than €255m (over $300m) in business in 2026.
The platform has raised approximately €85m ($100m) over the past three years. Its investors include Lightspeed Venture Partners, Notion Capital, ISAI and Ternel.
LTH view | What it means for hoteliers
In Singapore as in Australia, a procurement platform backed by global contracts with major accounts changes how hotels access corporate demand. Seminar and incentive purchasing by international groups is increasingly concentrated among intermediaries that centralise requests. For hotels, the ability to integrate and deploy these tools, and to respond quickly to standardised requests, could become a selection criterion.
At a glance by The Hospitality Tribune
Naboo enters Asia-Pacific through Singapore and Australia
French corporate events and MICE procurement scale-up launches in Singapore and Australia, after the US
MICE spend in 2025: €1.6bn in Singapore (+35% YoY), close to €10bn in Australia
Target: €500-700k monthly business volume by year-end
Move driven by global accounts including Arkema, Veolia and AXA
250 staff in 8 countries; $100m (c. €85m) raised over three years from Lightspeed, Notion Capital, ISAI and Ternel
