Examining global performance for an international meetings brand

By Tim Sander

The meetings segment often has a fragmented approach utilising hotel operators across many markets. One international group approached BDRC, looking to obtain expectations of meeting planners and their own brand performance in key markets.

In addition to the UK and German Meetings Metrix studies, attendee studies were commissioned and undertaken for further countries to supplement the booker view.

This allowed BDRC to present a global performance and trend view upon which the chain is now basing their future NPD, sales and marketing strategies in the meetings segment. Due to the success of this research it will now be carried out biennially.