Whilst large chain hotels continue to top the league as UK planners’ first choice of venue, the competitive gap between independent venues and well-known hotel chains has narrowed considerably, according to the latest data.
Cvent’s ‘2018 Global Planner Sourcing Report’ included survey responses from nearly 3,000 event planners worldwide, including nearly 300 planners in the UK.
UK results found that there is a greater desire to deliver a more unique onsite experience for event attendees. Planners are actively looking at a wider variety of venues to host their events with a quarter of UK planners (25%) booking independent hotels compared to just under a third (29%) opting to book large chain hotels.
It also found that just under a quarter (24%) said they organise events at cultural venues – typically museums or galleries. Survey results also indicated that planners considered unique atmosphere much more important to their venue selection decision than brand or chain affiliation.
Additionally the study revealed that there has been a 10% increase in the number of smaller meetings (1-100 attendees) arranged by UK planners since 2017, with more than half (56%) now organising meetings for up to 100 people and a fifth (20%) organising meetings between 1-20 people.
Chris McAndrews, vice president of marketing for Cvent Hospitality Cloud, said:“[Our report] was established to track important trends in the event and hospitality industry, as well as determine the best ways venues can meet the requirements of event planners and capitalise on group business opportunities.
“This year’s study reveals planners in the UK are increasingly looking for a venue that will make their event stand out and help them deliver an even more memorable and distinct experience for their attendees,” continued McAndrews.
“Coupled with the fact that there has been an increase in the number of smaller meetings being organised, it’s understandable why independent hotels are now competing so effectively for group business.”