Research carried out by the Hotel Booking Agents Association (HBAA) has revealed the emergence of unique and sporting venues being used for meetings and events, with a 16 per cent growth in membership between 2007 and 2013, and the association now boasting 9,698 ’unique’ secondary stream venue properties in the UK and Europe.
Unique venues made up of stadia, universities and museums are key contributors to HBAA’s growth and changing membership demographic. HBAA says household names including Lord’s Cricket Ground, Epsom Downs Racecourse and Warwick University are tuning in to the HBAA in order to drive supplementary revenues in addition to their recognised core product offerings.
“We have noted that more unique venues want to be part of the HBAA; this is not only because of the significant buying power of the agency members, but also for our best practices and recommendations for transacting business,” says Chairman of the HBAA, Chris Parnham. “Demand for membership continues to grow in the UK and in particular internationally as agents see their remits widen to procure and manage on a global basis.”
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