VisitBritain recently commissioned a qualitative business events research excercise in the US with the key objectives of understanding decision-making processes and perceptions of and attitudes towards Britain as a destination for business events.

The research, conducted November 2005 to January 2006 included 30 face-to-face interviews conducted with Corporate Planners (14), Independent Planners (10) and Associations (6). All but 2 respondents had held overseas meetings, and respondents were spread across East Coast, West Coast and Central USA.

Key Points / Recommendations 
Britain must be projected as a modern, dynamic, highly efficient business destination first and foremost.

Evidence-based priority messages: 

• Britain offers value for money, easy travel and high service levels with prompt responses
• Britain offers an English-speaking, trained and service-orientated workforce
• Britain offers good hotel accommodation and modern meeting facilities plus unusual venues / locations, with a high quality of food and drink    

The Winning Factors & Ratings of Britain 
Generally, Britain is perceived as attractive to potential delegates – but mainly based on historic attractions rather than modernity and dynamism. Britain is seen as expensive, with service levels not up to the standard of US expectations. Historic sites and attractions are important, but we have to project a more modern image and focus on changing perceptions of UK as an efficient place to do business.

Americans thinks that America works hard and that the rest of the world doesn’t work…the following are the “moments of truth” on which a business destination must satisfy their expectations:

A – Overall cost of venue: investment needs justification as a business decision (although it is NOT about being “cheap” – rather the quality returned on money invested). Airfares and accommodation are the key focus. Britain is seen as expensive (particularly London) and more so than rest of Europe even though Europe generally is seen as expensive. 

B – Ease of travel: Americans are accustomed to this and successful destinations must convince them that they are serviced by many airlines, airports are safe and efficient, transfers short, quick and easy.

C – Quality of hotel accommodation: something that delegates will complain about (a real “no-no” for the planners!). Americans are used to US hotels with large rooms, efficient service and good facilities. 

D – Service levels: US business people expect everything to run smoothly with no problems (e.g. rooms, audio-visual, transfers) and that any problems are resolved immediately and to the same high standard they expect in US venues.

E – Unusual venues: widespread desire for these as they will appeal to delegates and get them talking positively on the return home. However it’s no good if a venue is fabulously quirky if it can’t offer the service levels demanded. There is a total lack of awareness about the very wide range of fascinating venues available in Britain (and especially outside of London).

F – Prompt response to queries: links to the demand for high service levels. Planners are busy; conferences are complex and ever changing. Planners want lots of information and speedy response to queries and requests, and requests for changes. Dealing promptly with these distinguishes the best destinations from the rest and reassures planners that they are getting the same level of service they expect from US venues. US experience is that UK venues do not react as quickly as their US counterparts. 

G – Will appeal to attendees / things to see and do: planners focus on hard factors but are all aware that a successful meeting demands that attendees enjoy the social / extra-curricular side of things, so seek to offer interesting things to see and do, good food & drink, entertainment etc. They also want that destinations are friendly towards Americans, and safe (both in reference to terrorism & personal safety). US people have a natural affinity with UK and are aware there are so many good things to see and do. However most perceptions are related to historic rather than modern features.

Most Effective Marketing Methods  

• Personal face-to-face contact at the outset to establish a relationship between organisations
• Follow up contact by email preferably e.g. e-newsletters, info bulletins
• Familiarisation trips highly regarded (but serious trips not wining / dining)
• Permission-based e-relationship desirable but must provide hard info not a sales pitch
• An easy to use, information-rich website is essential
• Evidence based information and word of mouth / advocacy is very efficient
• Articles in trade magazines (e.g. MPI) are well regarded so long as they offer info not selling    

The meetings business in the US is currently very lively and interest in new venues very strong – but these must be safe, dependable, value for money with good service levels in order to get on the radar screen.

How can you target the US market?
VisitBritain offers a variety of activities that can help UK suppliers target this crucial market. Click here to find out more about the US Business Tourism Marketing Opportunities organised for 2006/07.

This is just one of many articles relating to the business tourism sector that are published each month in the Business Tourism E-Newsletter, which you can sign up to receive. Click here to find out more.