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News: Sundial Group Announce Results of ‘Future of Meetings’ Survey

1 Dec 2011

Following a recent survey sent to over 4000 event planners and bookers, Sundial Group is pleased to announce some major trends expected for the meetings industry in 2012.

Sundial Group, the perfect partner for event planners, conducted a survey in November 2011 with a focus on providing insight into the meetings industry for the future, most specifically with a spotlight on meetings and events in 2012. The meetings overview survey has produced statistics on fundamental topics such as budgets of meeting planners' and types of events for 2012, as well as most influential factors for selecting venues. The results provide vital insight into the industry and have produced particularly valuable information for venues, agents and all kinds of suppliers to the meetings industry.

With three quarters of respondents reporting the same or increased meetings budgets for next year it is expected that many organisations are looking to invest in their people in 2012. The focus of these meetings appears to be towards smaller events with about 75% of meetings planned for 25 or less attendees. A preference for day meetings was noted with 65% planning 10 or more against 40% planning 10 or more residential meetings.

However, when it comes to venue selection the vast majority (90%) agree that using a dedicated venue is ‘important', ‘very important' or ‘essential'. More than 50% agree that a countryside location is preferable, with less than 10% demanding city centres. Top priority when selecting a venue lies with ‘value for money' (45%) with about 30% saying previous experience was their key consideration. These statistics suggest that event bookers will remain loyal to trusted venue partners that offer value for money packages.

Training and team development will continue to be a major focal point for meetings and events next year, with 56% of event bookers stating that training will be the most important influence when booking events. The majority (59%) expect to hold 1 to 5 team development events in 2012 and the key focus for these events will be ‘developing as a team' (47%) with less than 15% seeing ‘having fun' as a principle goal.

Tim Chudley, Sundial Group's Managing Director commented, ‘Sundial's clients are amongst the most experienced and knowledgeable meeting planners in the UK and we invest a great deal of energy in understanding their point of view and priorities. We believe that these survey results represent a truly insightful snap shot of the UK conference centre sector trends as we go into 2012.' He continued, ‘The survey results back up our belief that success for Sundial, in the current tough market conditions, will come from offering fair, transparent, all inclusive pricing and working hard to continue to earn the loyalty of our clients with every booking.'

Sundial Group own and operate three specialist conference hotels in country house locations across the UK; Northamptonshire meeting vneue Highgate House, Warwickshire meeting venue Woodside and Surrey meeting venue Barnett Hill. The multi-award-winning family run hospitality group have over 45 years experience in the meetings industry and has held BDRC Continental's ‘Best Value for Money' Venue Group title consistently since 2008. For more information about Sundial Group and its subsidiary companies please visit www.sundialgroup.com.


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