All six properties of the Four Pillars independent hotel group have been accredited with the Meetings Industry Association’s (MIA) AIM standard.
The hotels, spread over Oxfordshire, Gloucestershire and The Cotswolds, have gained the AIM standard in recognition of the quality of their facilities, legal compliance and commitment to an industry benchmarked code of practice.
One innovation at Four Pillars is software to enable iPad streaming to deliver interactivity to presentations.
Each AIM venue is individually assessed for legal compliance and is required to meet a strict code of conduct in regard to its business processes.
MIA Chief Executive Jane Longhurst (pictured), commends Four Pillars Hotels “for the strategic vision shown in the decision to achieve AIM across all its properties. AIM is a reassurance to meetings and event buyers that the facilities and value provided by a venue meet industry benchmarked standards, it means they can have confidence their event will be a success. Achieving AIM sends a message to buyers that a venue is superior”.
Four Pillars Director of Sales for Meetings and Events Nikki Farr, says: “The new AIM certification and iPad streaming reinforce our commitment to providing a professional and innovative meetings and events service to our clients. We pride ourselves on being small enough to care, yet big enough to deliver and continually seek news ways to deliver exceptional service and facilities to both old and new clients.”
Longhurst tells CN the MIA has appointed Great Potential Director John Gallery as the first ‘AIM Tsar’, “with more appointments to follow, as part of a drive to focus on AIM, strengthening the accreditation’s individual brand identity, enabling it to stand alone, while retaining an association with the MIA brand”.
Longhurst also says the MIA currently has 510 members and is growing, with Jurys Inn the latest group to join.
“To date 14 IHG properties have gone through the AIM process, as the group seeks to become a major player in the market,” she adds. AIM accredited venues now exceed 500.
A new AIM website will be followed by an MIA website overhaul and a new diarising system to help keep members more closely in touch with the association.
The MIA List awards is another growing brand within the MIA’s stable and “growing at a pace”, says Longhurst.
“We are constantly looking at our products, associations that don’t keep refreshing are the ones struggling,” she adds.
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