The changing needs and expectations of Conference clients

Over the last two years the residential Conference Venue market has undergone substantial change to meet the ever-increasing requirements of clients and companies. Venues have been forced to focus more than ever on a specific market share and market position, whilst leaving enough breadth in pricing and facilities to allow for competitive occupancy. This has presented many venues (many within the 4 star bracket) to re-think marketing strategies to target the right clients without being exclusive.

The era of high volume/low cost marketing such as bulk e-mail and cold calling are being seen less and less as viable marketing tools. Whilst simple and easily measurable via hit ratio data and call information spreadsheets, once again the fundamental of personal service and attention to detail has led the way in successful business growth in the hospitality industry. The most successful venues currently are not those with giant marketing budgets, but those who invest in people with good interpersonal skills that can adapt their speech and product to suit individually.

One example of a highly successful mid-band venue is Eltham Gateway Hotel and Conference Centre. Situated in outer metropolitan Melbourne and holding a 4 star rating, they have positioned themselves in the market to provide for both corporate and budget needs individually. This has been achieved by not only passively offering choice and levels of hospitality services, but also by understanding the client needs specifically, such as budgetary restraints and identifying important aspects that the client has for each individual booking.

It is common knowledge that most conference venues service their customers well. This is due to having a good level of accessible resources to call on, and the market demanding similar fundamentals for each conference. Conferences also represent a significant expenditure to any company; therefore value for money is paramount

The difference between a client booking once, and a client booking multiple times can often come down to relationship developed between the venue agent and the client. Personal service encourages repeat business, however also having the knowledge of small and often seemingly pedantic expectations (however important ones to the client), means that the client leaves with a sense of importance and value.

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David Johnstone is the Manager of Eltham Gateway a conference venue based in Victoria. It is a conference centre on the edge of Melbourne. www.elthamgateway.com.au

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