The Island Break Steering Group The Royal Yacht | 21 March 2019
Agenda. • Events Jersey Overview – Meryl Laisney, Head of Product o Why are we here today? o The role of events o How are we doing? • Hills Balfour MICE Introduction – Margaret Mann, Senior Account Manager o UK business events market outlook and trends o Typical RFP process and expectations • Working with Events Jersey • Q&A
Why are we here today?
Our ambition is to unleash Jersey’s potential to win, host and deliver great events.
The Island Break The role of events. Fill the island in the shoulder seasons. • Attracting consumer and business events and festivals to Jersey principally out of the main season, aligning with the Jersey Destination Plan (refreshed January 2019, Recommendation 1). • Working with event organisers to deliver experiences that generate and create lasting memories for event visitors, in line with the Jersey Product Strategy (published January 2018).
How are we doing?
Achievements. An operational Launched Events A credentials pack for An online event Jersey Strategy identity & website supplier database BID submissions A searchable 4 ambassadors, 3 Ongoing support for SLT 20% growth MICE itineraries, 6 calendar of 50+ y/y & £527k on-island event annual events case studies organisers additional income 1.5k+ newsletter Attended trade events Hills Balfour & 40+ business MICE database i.e. M&IT, MeetGB Events Executive leads
The Island Break The Year Ahead. Attract. Bid. Sustain. Build. New for 2019: • Greater alignment across VJ product, trade and marketing teams in key areas of product pillars i.e. Field to Fork, Rewild Yourself, Extreme Jersey, V75 • Launch of the Events Jersey Incubator Marketing Programme. Pilot partner Luxury Jersey Hotels, Taste Jersey. • Showcase our event capabilities with hosted MICE visits i.e. Eat Jersey, Jersey Style Awards • Events Jersey FAM, 25-27 April – 8 buyers attending • London & North of England Sales Mission • Business Events Partnership Programme • 2020 Destination Jersey Travel Trade Workshop
Team Jersey. We’re not the finished product.
Accessibility Our Hunger for welcome business Value for money
Don’t take our word for it. “There was no one to show us around when we arrived at [event venue]. Someone simply pointed to the [space] and said, ’In there'. We were only permitted access to the general [visitor space]”, Black Tomato Incentive Travel & Event Management, ‘… Trusted by the World’s Top Brands’ “The biggest issue we were wrangling with was selecting a conference venue tied in with accommodation. The [event venue/accommodation] had to be discounted as there is no disabled access to the conference facilities”, Event Organiser, Circa 200 delegates “Whilst the beautiful Jersey landscape and excellent hotel accommodation was major draw, a fundamental part of the UKinbound Conference is the need to showcase the destination, including hosting evening events in key visitor attractions. Unfortunately, the attractions were not able to open up out of season to accommodate this, which was a shame, as there would have been considerable interest amongst the travel trade what Jersey had to offer.”, Deirdre Wells, Former CEO, UKInbound “We recognise that Jersey is a fantastic destination, but it is coming in over budget.” Events Planner
The good news. “…However, I am confident that the work which the Visit Jersey team are undertaking with key partners to look at how to tap into new markets and extend the season, will put the island in a good place to pitch for future conferences ”, Deirdre Wells, Former CEO, UKInbound
Hills Balfour MICE. Introduction.
The Island Break Business Events. The remit of Events Jersey. • To brand and market the destination as a host for business events, acting as the professional face and image of the destination. • To coordinate activity thereby creating synergy to further increase the value of stakeholders in market spend. • To provide buyers impartial and honest advice to facilitate successful meetings and therefore raise the reputation of the destination. • To be a filter of information between buyers and suppliers.
The Island Break Hills Balfour MICE. Who are we. • Part of the world’s largest integrated tourism marketing company, MMGY. • Provide a multiplatform approach for destinations including trade sales, PR, social media and MICE. • The largest dedicated MICE promotion team in Europe, offering extensive knowledge on long- and short-haul markets. • Use collective team knowledge to ensure that all clients benefit from expert and current market intelligence.
The Island Break Hills Balfour MICE. Who are we. • Specialise in the UK and European MICE market, representing European and long-haul destinations: o Salzburg o Vienna o Milan o Jerusalem o Brussels o Dubai o Las Vegas o New York City o Thailand o Jersey
The Island Break Hills Balfour MICE. What we do. • Raise the profile of Jersey as a destination for business events. • Conduct sales presentations through individual meetings with agencies and engagement at trade events. • Generate leads and assist with enquiries. • Recommend appropriate industry events and trade activity. • Recruit qualified buyers for FAM trips. • Organise bespoke promotional events for Events Jersey and partners within the UK market.
Update on UK Business Events Market.
The Island Break UK Market Trends. UK Market Characteristics • Mature market with high expectations. • End-users have no brand loyalty. • Increased requests for all-inclusive resorts. • Meeting planners prefer to shorten meetings to increase budget for content. • Destination selection driven by client requests and knowledge of agencies. Agencies will push for destinations they know better. • Agencies, Corporates, PCOs and Associations all have different requirements and expectations.
The Island Break UK Market Outlook. The outlook is cautiously optimistic. • Demand for meetings remains strong, but there are specific challenges that are impacting trends. • Meeting planners in the UK expect 2019 to be busier than 2018. • Prices are expected to increase in 2019. Cost per attendee are expecting to increase modestly. Group hotel rates are expected to increase by 3%. • Budgets expected to remain flat. • Security still influences destination choice.
The Island Break UK Market Outlook. Current trends in the UK market. • Lead times are shortening. • Overall attendee experience takes precedence over length of meeting. • Personalisation is key. • Security still influences destination choices. Secondary cities like Birmingham, Manchester and Liverpool are seeing more growth. • Wellness activities are increasingly requested as part of itineraries. • Sustainability and zero food waste.
The Island Break UK Market Trends Opportunities Challenges • Jersey is ideal for • Competition with UK corporates looking to make secondary cities will the most out of a shortened increase. itinerary. • Agencies will expect faster • The island offers a lot of responses than ever. options for wellness. • Shorter events will require • Locally sourced food helps more personalisation and itinerary ‘wow factor’. avoid waste and is part of sustainability culture.
The Island Break Brexit Update. Opportunities Challenges • Many British business events • Some sectors of the UK are not going to continental economy will likely Europe due to budget contract/become more constraints. conservative. • UK market is corporate driven. • Companies moving • No passport control for UK headquarters from the UK. • Companies converting event travellers. • No exchange rate fluctuations budget to invest in crisis management. will give buyers security in post-Brexit world.
RFP Process and Expectations.
Typical RFP Process. DMO DMO sends Agency End client Suppliers receives and RFP to all submits selects respond to qualifies relevant proposal to destination/ RFP RFP suppliers end client venue
The Island Break Top tips – RFP Response. Tips based on buyer expectations • Respond quickly: lead times are getting shorter and shorter • Price positively and correctly: be competitive and transparent • Fill in the request their way: use their form if they send one • Offer solutions and options: agencies might be flexible for the right venue/destination • Use case studies or sample itineraries : sell solutions not venues
What good looks like. Show, don’t tell.
What good looks like. Focus on wellness.
What good looks like. Money can’t buy experiences.
What good looks like. Personalise & brand.
Work with Events Jersey.
Recommend
More recommend
