2016-05-23

What makes a destination desirable for an event?

Destinations
News: What makes a destination desirable for an event?

Tags: Destination Report 2016 MICE


According to event planners, what are the most relevant criteria when choosing a destination for an event? Destination events should offer travellers a chance to get away from daily routines, escape from the familiar, and indulge in discovery. Of course, the best destinations stand up to a checklist of more practical considerations, as well.


A short trip is known as a getaway, and it's an apt word: destination events should offer travellers a chance to get away from daily routines, escape from the familiar, and indulge in discovery. The lure may be visiting a city before most people have discovered it. Or perhaps it's being treated to exceptional cuisine, off-the-beaten-path activities, or breathtaking landscapes that put life back into focus. But there's always a measure of magic that visitors sense they're experiencing for the first time.

Of course, the best destinations stand up to a checklist of more practical considerations, as well. Accessibility is foremost: there's nothing restorative about long, complicated travel itineraries or events held an inconvenient, difficult-to-navigate distance from the only available hotel. A strong price to performance ratio is essential, too, in keeping with standard business concerns about budget parameters. Add to those concerns high-caliber infrastructure, a secure political environment, and appealing weather, and you've described the conditions that our survey respondents listed as characteristics of the most desirable event destinations.

  1. Accessibility (68% of participants)
  2. Budget (45% of participants)
  3. Infrastructure quality (28% of participants)
  4. Activity on-site and programme (26% of participants)
  5. Security (21% of participants)
  6. Uniqueness and Originality (13% of participants)
  7. Climate (7% of participants)

  

Accessibility in action

What's worse than being stuck in a middle seat in the back row of the plane? Not being on the plane at all when a missed connection leaves you stranded between home and the event that's going to begin without you. Event planners will go to great lengths to prevent that scenario. According to our survey, 94% always or often seek destinations that can be accessed via direct flights, and more than half insist on direct flights to any destination they'll consider for their events. Optimal arrival and departure times are a priority for 79% of event planners, and 69% placed that same priority on optimal airport transfer times. In addition, 74% expressed a preference for flights of less than 2.5 hours in duration. For these respondents, part of planning a successful event is ensuring that attendees don't exhaust their energy just getting there.

 

Question: How often these accessibility criteria are relevant when choosing a destination for your event?


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