Butlin’s has announced its fifth consecutive year of growth within the MICE sector, up 6.8% year-on-year. The company says it has hosted 14,424 delegates since the start of 2017.
Since re-entering the market five years ago, Butlin’s Conference & Events has grown 153.8% as it continues to change perceptions of its business.
A new marketing campaign: ‘Think you know Butlin’s? Think Again’ attempted to tackle perceptions of the brand head on and attempted to highlight a modern alternative to traditional conference and event solutions.
In 2017, Butlin’s continued its investment into agents, including the appointment of Ellie Jones to agency sales manager. Jones joins the team with more than 13 years’ experience gathered at Center Parcs, Merlin Entertainments, the Principal Hayley Hotel Chain and Zibrant.
Butlin’s has also invested £200m in new facilities and its events teams, including the launch of new Fairground Apartments and refurbished Silver Apartments at Skegness this year, as well as new Seaside Apartments at Bognor Regis and Minehead in 2016, and Skegness in 2015. Other recent launches include a West Lake Chalet Village at Minehead and the refurbishment of the Shoreline Hotel at Bognor Regis.
Emma Lee, marketing manager at Butlin’s Conference & Events, says: “It’s been another brilliant 12 months for Butlin’s Conference & Events… We are extremely proud of our culture of ‘bringing out the best in people’, which applies to every delegate, as well as every single person who works for our company.”
