The MeetingsMetrix Awards 2017By Karen Small
Knowledge is power, and knowing exactly what corporate bookers and booking agents think of your brand is the first step to improving your business. BVA BDRC’s MeetingsMetrix report is an annual study providing a market view of brand performance in the Meetings & Events sector, combining primary research with BVA BDRC’s proprietary data.
The awards are decided using a Brand Ranking Index that measures key metrics such as brand preference, awareness, usage and loyalty. Hilton has consistently topped the rankings since 1996, when the report was first published, and with Hilton Hotels & Resorts in the top spot and DoubleTree by Hilton also making the top five, this year has proved to be no different. A number of brands also showed significant improvement across key metrics throughout 2017, with etc.venues taking home the overall ‘Most Improved’ award. The following awards are based on results from the MeetingsMetrix assessment at the end of 2017:
James Bland, Director at BVA BDRC, commented,
“Once again Hilton tops the UK’s meetings brands with the highest levels of awareness and recalled usage in the market. Despite notable improvements from two AccorHotels brands, Sofitel and Novotel (which enters the top ten), it’s etc.venues, celebrating its arrival in Manchester, which shows the most improvement year on year. More broadly, the study reveals mixed messages for the meetings sector. On the one hand, corporate bookers expect, on balance, to be holding more events next year. On the other hand, it looks to be another year in which any ambitions venues have of driving meaningful rate growth will be thwarted. Taking the effects of inflation into account, in real terms quoted DDRs are 14% down on their 2011 level and this squeeze on margins, combined with the surplus of alternative spaces available in which to meet, will be among the biggest challenges facing the sector in 2018.”
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