New Report Reveals the Value of Expertise in Meetings, Conferences and Events

October 23rd 2015

A new independent study into the relationship between expertise and success in meetings reveals that venues have an ever-important role to play in ensuring their events
deliver.

The study – which sought the views of a cross-section of events, meetings, and conference stakeholders – investigates the motivations behind bookers’, managers’ and
delegates’ behaviours. It considers common problems and misunderstandings, as well as attitudes to off-site training across the board.

The Value of Expertise report has been commissioned by Warwick Conferences and acknowledged by both the Meetings Industry Association (MIA) and Hotel Booking Agents Association (HBAA). The second in the series, it follows 2013’s Value of Satisfaction report, which revealed how customer satisfaction affects the value of meetings, conferences, and events.

For this research, delegates, their managers, and internal event bookers were interviewed on a range of topics relating to their use of external venues.

Wi-Fi and technology is also examined in the new report - with an apparent disconnect between what delegates expect and what venues provide – and the issue of hidden costs is revisited, first examined in 2013’s Value of Satisfaction report.

Rachael Bartlett, head of sales and marketing at Warwick Conferences, comments: “This is Warwick Conferences’ second independent research report, and as in 2013, we’ve used a wholly independent sample to provide an accurate reflection of the state of the industry, which allows us to consider the sector’s issues objectively.

“This time around, we’re taking another look into what matters when it comes to meetings, where the most common problems arise, and crucially, how – by working in partnership – we can look to solve them. The study shows that misaligned expectations can occur throughout the event process, and highlights the need to champion collaboration and co-operation in events.”

Jacqui Kavanagh, chairman of the HBAA, the trade association for the hotel booking agency, apartment, and venue community, comments: “Following on from 2013’s Value of Satisfaction paper, it’s great to see Warwick Conferences is again leading the way with this new report. We work in an industry where relationships and communication are key. Co-operation and shared learning create a joined-up approach which is vital when we consider the channels that need to be navigated, from bookers, venues, managers, and delegates.”

Jane Longhurst, MIA chief executive, comments: “In today’s meetings industry, expectations to deliver are high – and justifiably so. With a plethora of venues and services on the market to choose from, what sets one apart from another? I believe it is a commitment to excellence, in terms of customer service, facilities and processes - and alongside this, the underpinning theme of this report: expertise.”

Rachael Bartlett concludes: “One consistent theme runs across our findings: a lack of expertise. Throughout the process, event bookers, delegates, and managers struggle to stay on the same page, leading to disparate expectations that could diminish event effectiveness. 

“A venue’s experience affords it a unique position to bridge the gap. Reframing the relationship between client and venue as a business partnership allows venues to promote their own expertise. And, when able to counsel on the wider aspects of an event – not just selling the space – a venue’s expertise can help to deliver events that score highly for managers, bookers, and delegates alike. It’s this collaboration that can make all the difference, helping all those involved to make the most of their meetings.”

The Value of Expertise report can be downloaded from voe.warwickconferences.com 
Join the debate on Twitter @warwickconf #valueofexpertise

For further insight, follow ‘The Value of’ Showcase page on LinkedIn