The project looked into the habits of business travellers across the UK and their interest in extending a visit after a conference or event into a leisure break. It was conducted with the intention that the bureau could determine if its visitor programmes could be made more attractive to delegates and to also identify opportunities for driving revenue in the area.
The results gave clear indications that extending business visits for leisure remains very popular with business travellers, with discounts and added value being key drivers for making the decision to stay on in a destination following a conference or event.
Taking this feedback on board, the new Delegate Zone will feature the ‘Southport Stay and Play’ guide and ‘Our Southport’ a series of videos featuring members of the Southport team, both aimed at giving insight into the best places for delegates to visit in the resort. There will also be a dedicated webpage within the Delegate Zone, where the sales team can be contacted to arrange bespoke discount and special offers packages for conferences.
Steve Christian, Principal Conferencing Marketing Officer at Sefton Council explains; “We listened to the results of the research, and through our new Delegate Zone, we have developed the existing services that we provide accordingly, focusing specifically on the types of activities that proved popular with visitors, as well as looking at how we can offer the added value and discount options that were identified as being so key in the decision making process.”