UK staff vote Italy and North America as top destinations

Research to be published in events and communications agency P&MM’s METRIC Report has highlighted that Italy is the most preferred short haul destination for UK staff. It also reveals that North America is the most popular long haul destination.

The survey, based on 400 responses, showed 41 per cent of staff picked Italy as their first choice destination, with 25 per cent preferring Spain or Portugal (including Balearic, Canary Islands and Madeira).

Croatia, Greece or Turkey were chosen by twelve per cent, then France/Monaco selected by 10 per cent, and finally Morocco and Scandinavia were each chosen by six per cent of respondents.

In the long haul research, North America was preferred by 37 per cent of respondents, ahead of Australia/New Zealand, the first choice of 27 per cent. Next came Thailand and Malaysia (16 per cent), followed by South Africa/Botswana/Zambia (10 per cent), then China/Hong Kong (8 per cent) and South America which was chosen by two per cent.

The 20-page P&MM 2012 METRIC Report (Meetings, Events, Travel, Rewards, Incentives and Communications) provides insights with research findings into market trends and influences in these areas of business communication and motivation.

P&MM Events and Communications MD, Nigel Cooper, commented: “The outstanding popularity of Italy for short haul trips, well ahead of Spain and Portugal – two highly popular holiday destinations for Britons – is not what most people would have predicted, so too that only 10 per cent selected France or Monaco as first choice.

“As always, budgets are critical and Italy is not the lowest cost destination in Europe, but there is value to be had. So it is up to conference, event and incentive organisers to challenge their agencies to deliver what participants want within their budget.”

The full report will be published soon on its own website

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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