Up to 75 per cent of preferred meetings programmes within the industry are not fit for purpose and a dynamic buying model is now ‘best practice’, according to event management company Zibrant.
“Increasingly short lead times for meetings and events mean that many preferred meetings programmes are now potentially not ‘fit for purpose’ just a few months after they have been put in place, with lack of late availability of popular programme venues a serious challenge for planners,” according to Gareth Crowder, Global Procurement Director for Meetings and Events agency Zibrant.
He says that adopting a dynamic buying model is ‘best practice’ for significant parts of the year.
Crowder continues: “Although the principle of the preferred meetings programme concept is sound and drives good behaviours, a rigid interpretation of the model presents problems as buying patterns change.
“Any model put in place must be valid for the entire duration of the programme. There has to be flexibility within a model to make the most of the dynamic environment we are now in. It is not just about rates – much business is so short lead these days that ‘best-liked’ hotels may not have late availability and so are on the programme but not consistently available. Dynamic meetings programmes allow a booker to engage with a hotel that wants the business and also to drive rates specific to that event.”
Do you have a news story for CN? Email: vcarley@mashmedia.net
