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June 9, 2015

Americas: Do Brands and Relationships Matter Anymore?

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In a recent survey, “venue cost” predictably came out on top as the most important factor considered by meeting planners when booking venues.

Less predictable was the fact that “brand or chain affiliation” came in dead last. (It was tied with “free amenities,” both chosen by only two percent of respondents.) “Existing relationship with venue” had a poor showing too, selected by only four percent of respondents.

The survey was conducted by Cvent and revealed the sourcing and booking behaviors of 842 respondents, 71 percent of them corporate meeting planners, 16 percent association meeting planners, and 12 percent third-party meeting planners.

The respondent pool had nearly equal numbers of Millennials (age 18 to 34, representing 41 percent of respondents) and Gen-Xers (age 35 to 52, representing 43 percent of respondents). The remaining 16 percent were mostly Baby Boomers (14 percent were age 53 to 64).

Here’s the complete ranking of factors that influence the venue-booking decision...

Read more at MeetingsNet.com...

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