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Butlin’s reports sixth consecutive year of growth

Butlin’s Conference & Events has announced its sixth consecutive year of growth within the MICE sector, with a 46.5% increase in enquiries in 2018.  Having enjoyed an increased demand year on year in 2018, early indications for 2019 show that Butlin’s average event value has nearly doubled since the beginning of 2018.

Cheryl Russell, Head of Butlin’s Conference and Events, said: “It’s been a brilliant 12 months for Butlin’s Conference & Events, and we are delighted with another year of increased growth and development. On the back of a 46.5% increase in enquiries in 2018, we are already forecasting a strong 2019 with conversion up 8% from last year, which shows that Butlin’s continues to challenge the industry’s misconceptions head on. As well as steady re-investment in our resorts’ facilities, our success has been driven by effective team development and our dedication to our client’s needs; we are selling the right space, to the right client, at the right time. Our clients asked for world-class infrastructure and services and Butlin’s definitely delivered in 2018. We very much look forward to continuing to build on this success in the months and years to come.”

The growth of the conference and events sector of the business has largely been attributed to continued team and facility investment, as well as a focus on drawing out the resorts’ unique selling points. Butlin’s have continuously invested in their three coastal resorts, having spent more than £200 million on impressive facilities, including AV technology, accommodation and innovative amenities. Last year saw the opening of new Pub & Kitchen restaurants at both Bognor Regis and Skegness, and April 2019 will see the addition of a £40 million pool at the Bognor resort.

Team investment has also continued, with Amanda Ellis appointed as National Sales Manager in November 2018, to further bolster the growing team and drive business forward. Ellis joined the team with more than 15 years’ experience in the MICE industry having also worked at The Gleneagles Hotel, Audleys Wood Hotel, Newbury Racecourse, Marriott Hotels, Oakley Hall Conference & Banqueting Centre, and The Vineyard Hotel at Stockcross & Donnington Valley Hotel. As National Sales Manager, Ellis’ has been made responsible for building relationships with agents; working with Butlin’s conference sales, marketing and operational teams; developing the conference and events sales and operational strategy; and ultimately bringing in new business to the conference and events team.

Butlin’s can offer more flexibility than ever, with on-site world-class facilities and customer service that saves clients both time and money; a message the business has been particularly pushing in recent times. The ability to offer AV, accommodation and parking onsite, as well as a dedicated Events Manager to oversee every detail form start to finish, all aids with this mission, and provides a unique point of difference to Butlin’s competitors. The results of this continued communication and ongoing investment can be clearly seen in 2018’s consecutive growth figures.

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