Research undertaken by a Buckinghamshire conference venue, Lane End Conference Centre, reveals that 75% of those making an event booking do not class themselves as professional events planners.
From a sample of 122 people who booked events from 10 to 500 people on a regular basis at the venue, only 24.59% described themselves as a professional meeting, conference or event planner.
Given the venues training-focused facilities, it was unsurprising that a further 9.84% are professional speakers or trainers while PAs, who have long been recognised as key buyers, make up 21.31%
However, the remaining 44.26% who fell into the ‘other’ category included HR professionals, administrators, marketing executives and specialists as well as more unusual, non-event related such as welfare officer, commercial director, charity director and head teacher.
Heni Fourie, director of sales and marketing at Lane End Conference Centre, commented: “The latest research suggests that venues might be targeting the wrong audiences when it comes to event booking. While the focus should remain on targeting professional event planners and bookers, venues need to think outside the box to target a wider group of people, right up to and including senior managers, and even the managing director.”