Conference Centres of Excellence, the marketing consortium representing dedicated conference, meeting and events venues nationwide, looks at the future trends for 2015 with reports from individual member venues:
Amanda Stacey, Marketing Manager of Conference Centres of Excellence
“2014 started with predictions for growth and a strong market, and in the majority of cases this certainly held true. As we now see occupancy levels steadying at a high level, particularly during peak times, we are finding rates held firm or on the increase, and our venues are able to consistently deliver the high level of facilities and service expected by clients at these levels. We anticipate another growth year in 2015, as our venues continue to adapt, innovate and invest in order to deliver excellence to all sectors.”
Alistair Stewart, MD of etc. venues
“2014 proved to a be a tumultuous year for the major residential conference centre groups as the banks faced up to the reality of their losses and sold out to American investors who now control much of the provincial mid market . Strategies will unfold in 2015 and it’s a fair bet we will start to see a disposal programme of smaller venues that cannot adapt to changing markets. All of this could be good news for the privately or institutionally owned venues who can innovate the delegate experience, be best in class and recognise that a new generation of delegates is coming through with very different needs to the generation for whom most of the venues were built for. As the desperation discounters of the big groups are given their marching orders by their new American owners, 24hr and Day delegate rates will continue to recover bolstered by rising demand from an improving economy with the London effect progressively spreading to the Regions.”
Tracey Bell, Marketing Manager of Warwick Conferences
“We’re certainly feeling more confident about what 2015 has in store compared to this time last year, thanks to the welcome upswing in the economy driving more business across the board. With demand starting to increase and 2015 set to hopefully continue the trend, venues can afford to be a little bolder in their business decisions. Understandably, when budgets are squeezed, external meetings are the first to be squashed – and venues have sometimes accepted business that may not be the perfect fit for their particular operation. However, with things picking up, venues can now exert the confidence to make more of the opportunities that are right for their venue, realign their USPs with their target market, and utilise their space in the most relevant ways for their business. During the economic downturn, venues were forced to adapt and relax their approach. 2015 will be another defining year, but hopefully this time centred on how we react and change to the positive upturn in business, encouraging venues to provide the best service they can for the opportunities most suited to their facilities.”
Carol Shearman, Henley Conferences
“2014 has been stronger than expected and we have had an extremely successful year. 2015 is looking positive too with many regulars booking in their series of dates for the year, giving a sound base to business. Ad hoc enquiries are still working to a later lead in but calls to prospects are proving to be much more positive and upbeat than in the past. So we are looking forward optimistically for another strong year.”
Sarah Glossop, Head of Sales & Marketing, Kents Hill Park
“2014 has been a very exciting year for Kents Hill Park. The market place is definitely more confident, occupancy is up and we have won several new training contracts. The site is busy there is definitely a buzz in the air. 2015 will see the continuation of our refurbishment programme, giving us a contemporary and fresh bedroom product to take to market and refreshed public areas. This will put us in a great position to deliver a better service to our existing loyal customers and win new contracts. We believe that midweek availability is going to remain tight, with very high demand in peak periods. Event organisers are going to have to plan further ahead to secure the dates they want, so lead times will lengthen. The lack of availability will start driving rates up, with venues having to yield carefully to meet financial targets. We firmly believe that 2015 is going to be another successful and exciting year and we are looking forward to standing out from the crowd with our CCE quality stamp of approval.”
Mark Jones, Managing Director at Wyboston Lakes
“Wyboston Lakes has seen business revenue soar by 17% in the first half of 2014, as the impact of a £5 million investment in extended facilities and new business directions begin to have its full impact. Overall, revenue for the venues side of the business in the first 6 months of the year has risen from £5.32 million in 2013 to £6.23 million in 2014. The enhanced facilities and services have attracted several significant new clients and underpinned a 70% customer retention rate. The number of business events held on the Wyboston Lakes site rose by more than 40% in 2013, and has continued to increase. We believe we will see more product differentiation within the dedicated venues sector, leading the way with technology, inclusive pricing and leisure additions. We enter 2015 with confidence that our business model is robust and will stand us in good stead for the challenges that lay ahead.”
Jilly Jones, Farncombe Conference Centre Sales Manager
“Large-scale bookings have been the success story for Farncombe in 2014. We are seeing bigger budgets and more staged ‘events’. During the lean years, many companies concentrated on small meetings and essential training. The trend towards bigger, bolder events tells us that business is growing in confidence, and there’s a huge opportunity for the meetings industry here. Meeting space is changing and traditional meeting rooms are being replaced by the great outdoors, or intimate nooks for smaller gatherings. Clients often have better equipped meeting rooms than the venues they book, so they come to us for something completely different. We give them head space for thinking, imagining, teambuilding, planning and getting inspired. With 400-acres of private countryside at Farncombe, we’ll be investing in our outdoor meeting options: braziers and bean bags and portable equipment. Our customers tell us they want to be impressed and we are here to add the wow factor. Looking forward to 2015, we have confidence in economy growth and expect to see more training programmes as organisations invest in their people. At the same time, venues are back in the driving seat and we will be standing firm on rates!”
EEF Venues, David Vaughton (Director of Venues)
“2014 has been an exceptional year for EEF Venues, with 13% year-on-year revenue growth across all of our three AIM gold accredited venues. One of the highlights of the year was our Number 1 group ranking in the BDRC customer satisfaction benchmarking scheme, which we view as a reflection of our passionate teams whose commitment to excellence continues to reap benefits for the Group. Another highlight of 2014 was Woodland Grange being named Business of the Year in the Pride of Warwick Awards. We continue to invest in product to maintain a competitive edge and offer added value to clients, such as the recent kitchen refurbishments at both Engineers’ House and Broadway House and new gymnasium equipment and lounges refurbishment at Woodland Grange. For 2015, we predict a 5% year-on-year growth after the accelerated growth witnessed in 2014. Our current order book stands 8% ahead of the corresponding point last year, which is a very encouraging sign. There is no doubt that continued economic recovery is maintaining services sector growth, albeit less accelerated. Increased demand for training as talent development becomes necessary because of the more buoyant employment market, will also have a positive impact on bookings, as will an increase in visitors from ‘across the pond.”
Stewart Elsmore, Director of Cranfield Management Development Centre
“2014 has been a positive year for Cranfield Management Development Centre, one of the many highlights being the opportunity to welcome you all to join us at the annual Chefs’ Challenge Competition Awards Dinner in October.
The New Year delivers the launch of a strategic Sales and Marketing plan bringing together the four venues we manage across Cranfield University under one new brand, Venue Cranfield. This focused brand identity now provides our clients with one cohesive solution whilst, as always, encouraging feedback and constantly seeking ways in which to continually improve. Investment in our people was also rewarded in 2014 with all our teams having now achieved the Investors in People accreditation, an accolade that the CMDC team have held for eight years.
As in previous years 2015 will see a continuing programme of investment for our customers in all areas of the business, our people, our property and our services. We are encouraged by a more buoyant economic climate and are very excited to see what new opportunities this year will offer.”
The Møller Centre, Stuart Websdale (General Manager)
Highlights of 2014 include embarking on a major building expansion project to meet the increasing demand for innovative meeting rooms, quality bedrooms and flexible catering areas to satisfy our venue and executive education markets. Despite the presence of contractors – and the noise, traffic and dust they create - our BDRC Net Promoter AND Overall Performance Index feedback scores have increased and we remain firmly entrenched in the top tier. Our business has been built on the foundation of delivering constant care to clients and we continue to develop meaningful relationships with our existing clients who account for 80% of our business, whilst nurturing our new contacts in growth sectors. Considerable research has also been conducted into client requirements and subsequently we will launch a revised all-inclusive delegate package in 2015. The improvements include a number of innovative features, notably in the areas of technology and enhanced client services. Listening to our clients has helped us to identify where we are able to add additional value through embedding our event management expertise and executive education experience into the entire customer journey. An increase in the use of social media and technology will complement the improvements further.
Emma Rathbone, Conference Sales & Marketing Executive, Leicester Conferences
“Leicester Conferences are starting to see an increase in their conversion rate and retention of business which we feel is a direct result of building strong and important relationships with our customers. Staff conferences will take place throughout January 2015 to encourage all members of staff to think about who their customers are, the relationships they have and their responsibility to create a WOW service, going beyond the core of the role and the extra mile for customers.”
Claire Pearce, General Manager of Moor Hall Conference Centre
“The last 12 months have seen Moor Hall go from strength to strength. 2014 saw the completion of the £500k eighty bedroom refurbishment, which further enhanced Moor Hall’s position in the market. The year was capped off with the announcement that Moor Hall would join the Elite of CCE, which further showed the quality of the team and high standards practised on site. Moor Hall continues to strive to provide excellence through their plethora of services which includes accommodation, food and first-rate customer service. This is reflected in high levels of both repeat business and business referrals which is a testament to all involved. The next 12 months promise to be the most exciting to date with continued increases in business year on year whilst including introducing new sectors to Moor Hall. This will be combined with further improvements on site including top of the range AV equipment and enhanced offerings for delegates during their stay and a fresh new look for their main restaurant.”
Emma Boynton, Head of Sales & Marketing, imago
“The last 12 months have been hugely successful at imago. Our portfolio of venues has continued to experience strong growth which can be attributed to our commitment to excellent customer service. This in itself has been recognised through the achievement of AIM Gold, Investors in People Gold, BDRC Continental VenueVerdict Gold, Green Tourism Business Scheme Gold and winning Large Hotel of the Year category at the VisitEngland Awards for Excellence. Our portfolio of venues has a clear corporate focus so we’re looking to build the relationships we have with agencies and bring in more business through this channel. To help us achieve this we’ve strengthened our business development team, with a number of key appointments, to push imago forward in this market and secure further large scale conferences and residential courses. We’re also looking to grow our association and not for profit offering, taking advantage of our academic links with Loughborough University. The industry is changing and we’re doing all we can to make sure we move forward and deliver on our customer needs.”
