Viewpoint: Add a little extra to hospitality packages

People are looking to make the most of their time off, so it pays to think creatively about add-ons to your events, says Sam Coates

Data has shown that despite the rising cost of living, consumers are still booking experiences. The loss of live events and limited travel during the pandemic have contributed to this surge in sales. People do not want to miss out and are seeking out memorable experiences –sports attendance is booming, concert tickets such as Glastonbury in 2023 are selling out in minutes and holidays are continuing to be booked.

According to research by travel association Abta, only one in three holidaymakers will cut back on holiday spending next year but they will more likely purchase all-inclusive and more affordable packages. Domestic tourism is also looking to increase for 2023 as the summers in the UK are getting warmer and families are opting for staycations in seaside locations, which are quickly becoming more tourist-savvy and attractive. With the demand for immersive and entertaining experiences on the rise, businesses need to re-evaluate their offering with current purchasing trends that identify with their customers and prospects.

Hospitality events agency Keith Prowse conducted market research with those who had bought tickets to the Rothesay International tennis tournament in Eastbourne and via YouGov to find out exactly what tennis fans were looking for. The results from the one-to-one phone calls and surveys offered insights into what makes this grass court event, often considered as a ‘warm-up’ for the Wimbledon Grand Slam, attractive to both B2B and B2C audiences.

Based on the research, which indicated a higher-than-average interest from young adults through to families, we extended the hospitality range for 2023 to include half-day brunch or afternoon tea packages. It was important to listen to the consumer and take time to understand their wants and needs. Love Fifteen, a three-course menu, afternoon tea and private garden package, is already a popular concept at LTA’s Championships, held annually at London’s Queen’s Club. When we pitched imagery, dining style and price points to the research audiences, all were well received. It quickly became apparent that the tournament already has a well-established, tennis-enthused following, who were keen to top and tail their day’s experience, but not necessarily for the full day. Based on travelling time and preferences for an early start or late finish to their day, we introduced half-day experiences.

Tourism opportunities and the location were also taken into consideration. The database and external research found the most popular reasons for visiting Eastbourne were the beach (40% of respondents) and a sporting event (39% of respondents). Research on the town’s attractions and hotels has also been factored into offering visitors the chance to maximise their experience while visiting Eastbourne. It also has easy access via train from Greater London, Ashford International and Gatwick Airport.

For business, hospitality experiences are considered the pinnacle of networking with clients, colleagues and other stakeholders. At a recent customer advisory board hosted by Keith Prowse, one senior industry representative said that due to hybrid working and the challenges they face with corporate culture, they will focus on bringing internal and external teams together via corporate hospitality in the coming months. Research conducted internally by Keith Prowse before the pandemic indicated that a quarter of business customers used hospitality as a means of networking.

Moreover, 33% indicated that they use hospitality and sporting events as a way to build trust with clients and colleagues.

During a time when the cost of living rises, this is a great chance to boost morale and strengthen relationships as taking clients and employees to events is a great way to show gratitude and value for individuals and companies. Not only does this lead to further benefits such as encouraging collaboration and confidence, but it also puts you in a good position for those considering working with you. Who wouldn’t want to work for or with a company that treats people with unique experiences?

Sam Coates is head of marketing at Keith Prowse