Midlands-based venue sourcing agency Conference Care hosted an Open Conversion Forum at its Coventry head office for hotel representatives of QMH UK.
Conference Care Operations Manager Louise Harwood said although the agency handled 10,000 enquiries last year, venues often perceived the conversion rate as low. QMH’s perception was that out of 100 enquiries, only four would become confirmed bookings.
“However,” said Harwood, “having conducted research into the enquiry progression, the team proved that the actual conversion rate was 25 per cent”.
During the Forum, a brainstorming session was held to combine ideas of how to increase communication and trust through adding value, quicker response times and proactive rate negotiations.
Nikki Carrol, Head of Sales for QMH UK, said: “Spending the day with Conference Care has given us depth of understanding and awareness at operational level, highlighting what we need to do to make our proposals more attractive. It was invaluable.”
Conference Care is also holding quarterly Independent Venue Open Days.
“By communicating openly and working in partnership with venues, we have seen an increase in responses, faster turnaround times and stronger rate negotiations,” Harwood added.
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