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Sarah Hillman and Tania Adolphe Sarah Hillman and Tania Adolphe

Survey shows path to business events success

A recent snapshot of buyer sentiment has given venues and other suppliers to the business events industry a recipe for success as New Zealand emerges out of Covid restrictions and lockdowns.

The research by Tourism Marketing Solutions (TMS) indicates that incentive, conference, and meeting planners will favour suppliers who take the time to dig deeper into their needs and requirements and then design a programme to match.

TMS director Tania Adolphe says the snapshot shows that organisers expect suppliers to ask the pertinent questions, find out where their groups have been before, what has appealed – and what hasn’t. “Our feedback shows that business events practitioners will respect venues, accommodation providers and others who demonstrate a clear understanding of the difference between leisure travel and business events requirements,’ says Adolphe.

“It is important to avoid sending a standard pack of regional tourism information and rather take the time to think about the offering from a business group’s perspective. “Ask questions and ask more of them – find a real point of relevance and alignment to the group and curate an offering to exceed their expectations.” Adolphe says it is important that a high level of service is maintained from the minute a proposal is requested through to the organisation and staging of the event and beyond.

 “A number of respondents emphasised the need for meaningful follow-up after the event. Suppliers who determine what worked well or not so well not only reinforce their relationship with the client but can also gain meaningful insights that will help them provide maximum satisfaction to customers of the future.”