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Steering Group
The Royal Yacht | 21 March 2019
The Island Break
Agenda.
• Events Jersey Overview – Meryl Laisney, Head of Product
o Why are we here today?
o The role of events
o How are we doing?
• Hills Balfour MICE Introduction – Margaret Mann, Senior
Account Manager
o UK business events market outlook and trends
o Typical RFP process and expectations
• Working with Events Jersey
• Q&A
Why are we here today?
Our ambition is to unleash Jersey’s potential
to win, host and deliver great events.
The role of events.The Island Break
• Attracting consumer and business events and festivals to
Jersey principally out of the main season, aligning with the
Jersey Destination Plan (refreshed January 2019,
Recommendation 1).
• Working with event organisers to deliver experiences that
generate and create lasting memories for event visitors, in
line with the Jersey Product Strategy (published January
2018).
Fill the island in the shoulder seasons.
How are we doing?
Achievements.
Launched Events
Jersey Strategy
4 ambassadors, 3
MICE itineraries, 6
case studies
An operational
identity & websiteA credentials pack for
BID submissions
An online event
supplier database
SLT 20% growth
y/y & £527k
additional income
Ongoing support for
on-island event
organisers
Hills Balfour &
Events Executive
A searchable
calendar of 50+
annual events
1.5k+ newsletter
databaseAttended trade events
i.e. M&IT, MeetGB40+ business MICE
leads
The Year Ahead.The Island Break
New for 2019:
• Greater alignment across VJ product, trade and marketing teams in key areas of product pillars i.e. Field to Fork, Rewild Yourself, Extreme Jersey, V75
• Launch of the Events Jersey Incubator Marketing Programme. Pilot partner Luxury Jersey Hotels, Taste Jersey.
• Showcase our event capabilities with hosted MICE visits i.e. Eat Jersey, Jersey Style Awards
• Events Jersey FAM, 25-27 April – 8 buyers attending
• London & North of England Sales Mission
• Business Events Partnership Programme
• 2020 Destination Jersey Travel Trade Workshop
Attract. Bid. Sustain. Build.
Team Jersey.
We’re not the finished product.
Accessibility
Hunger for business
Value for money
Our welcome
“There was no one to show us around when we arrived at [event
venue]. Someone simply pointed to the [space] and said, ’In there'.
We were only permitted access to the general [visitor space]”, Black
Tomato Incentive Travel & Event Management, ‘…Trusted by the
World’s Top Brands’
Don’t take our word for it.
“The biggest issue we were wrangling with was selecting a
conference venue tied in with accommodation. The [event
venue/accommodation] had to be discounted as there is no
disabled access to the conference facilities”, Event Organiser,
Circa 200 delegates
“We recognise that Jersey is a fantastic
destination, but it is coming in over budget.”
Events Planner
“Whilst the beautiful Jersey landscape and excellent hotel accommodation was
major draw, a fundamental part of the UKinbound Conference is the need to
showcase the destination, including hosting evening events in key visitor
attractions. Unfortunately, the attractions were not able to open up out of
season to accommodate this, which was a shame, as there would have been
considerable interest amongst the travel trade what Jersey had to offer.”,
Deirdre Wells, Former CEO, UKInbound
The good news.
“…However, I am confident that the work which
the Visit Jersey team are undertaking with key
partners to look at how to tap into new markets
and extend the season, will put the island in a
good place to pitch for future conferences”,
Deirdre Wells, Former CEO, UKInbound
Hills Balfour MICE.
Introduction.
Business Events. The Island Break
• To brand and market the destination as a host for business
events, acting as the professional face and image of the
destination.
• To coordinate activity thereby creating synergy to further increase
the value of stakeholders in market spend.
• To provide buyers impartial and honest advice to facilitate
successful meetings and therefore raise the reputation of the
destination.
• To be a filter of information between buyers and suppliers.
The remit of Events Jersey.
Hills Balfour MICE.
• Part of the world’s largest integrated tourism marketing company,
MMGY.
• Provide a multiplatform approach for destinations including trade
sales, PR, social media and MICE.
• The largest dedicated MICE promotion team in Europe, offering
extensive knowledge on long- and short-haul markets.
• Use collective team knowledge to ensure that all clients benefit
from expert and current market intelligence.
Who are we.
The Island Break
Hills Balfour MICE.
• Specialise in the UK and European MICE market, representing European and long-haul destinations:
o Salzburgo Viennao Milano Jerusalemo Brusselso Dubaio Las Vegaso New York Cityo Thailando Jersey
The Island Break
Who are we.
Hills Balfour MICE.
• Raise the profile of Jersey as a destination for business events.
• Conduct sales presentations through individual meetings with agencies and engagement at trade events.
• Generate leads and assist with enquiries.
• Recommend appropriate industry events and trade activity.
• Recruit qualified buyers for FAM trips.
• Organise bespoke promotional events for Events Jersey and partners within the UK market.
The Island Break
What we do.
Update on UK Business Events Market.
The Island Break
• Mature market with high expectations.
• End-users have no brand loyalty.
• Increased requests for all-inclusive resorts.
• Meeting planners prefer to shorten meetings to increase budget
for content.
• Destination selection driven by client requests and knowledge of
agencies. Agencies will push for destinations they know better.
• Agencies, Corporates, PCOs and Associations all have different
requirements and expectations.
UK Market Characteristics
UK Market Trends.
UK Market Outlook.The Island Break
• Demand for meetings remains strong, but there are specific
challenges that are impacting trends.
• Meeting planners in the UK expect 2019 to be busier than 2018.
• Prices are expected to increase in 2019. Cost per attendee are
expecting to increase modestly. Group hotel rates are expected
to increase by 3%.
• Budgets expected to remain flat.
• Security still influences destination choice.
The outlook is cautiously optimistic.
UK Market Outlook.The Island Break
• Lead times are shortening.
• Overall attendee experience takes precedence over length of
meeting.
• Personalisation is key.
• Security still influences destination choices. Secondary cities like
Birmingham, Manchester and Liverpool are seeing more growth.
• Wellness activities are increasingly requested as part of
itineraries.
• Sustainability and zero food waste.
Current trends in the UK market.
Challenges
• Competition with UK secondary cities will increase.
• Agencies will expect faster responses than ever.
• Shorter events will require more personalisation and itinerary ‘wow factor’.
Opportunities
• Jersey is ideal for corporates looking to make the most out of a shortened itinerary.
• The island offers a lot of options for wellness.
• Locally sourced food helps avoid waste and is part of sustainability culture.
UK Market Trends The Island Break
Brexit Update.The Island Break
Challenges
• Some sectors of the UK economy will likely contract/become more conservative.
• Companies moving headquarters from the UK.
• Companies converting event budget to invest in crisis management.
Opportunities
• Many British business events are not going to continental Europe due to budget constraints.
• UK market is corporate driven.
• No passport control for UK travellers.
• No exchange rate fluctuations will give buyers security in post-Brexit world.
RFP Process and Expectations.
Typical RFP Process.
DMO receives and
qualifies RFP
DMO sends RFP to all relevant suppliers
Suppliers respond to
RFP
Agency submits
proposal to end client
End client selects
destination/ venue
Top tips – RFP Response.The Island Break
• Respond quickly: lead times are getting shorter and
shorter
• Price positively and correctly: be competitive and
transparent
• Fill in the request their way: use their form if they
send one
• Offer solutions and options: agencies might be
flexible for the right venue/destination
• Use case studies or sample itineraries: sell
solutions not venues
Tips based on buyer expectations
What good looks like.Show, don’t tell.
What good looks like.
Focus on wellness.
What good looks like. Money can’t buy experiences.
What good looks like. Personalise & brand.
Work with Events Jersey.
Advise & Collaborate.The Island Break
• Participate in Events Jersey activities: support the Events Jersey partnership programme, offer MIK support and in return amplify your profile to business events targets.
• Send updates and newsletters to Events Jersey: we always need stories for our newsletters
• Copy us into your enquiries: we can provide information about the agencies and potential competitors
• Use our assets: share the suggested itineraries and Events Jersey imagery to inspire
• Share information about your successes: the more we know the better we can promote you.
• Offer to host during Events Jersey FAM trips: showcase your product directly to visiting buyers.
• All other ideas welcomed!
Get the most out of working with Events Jersey.
Partnership Programme. The Island Break
• Opportunity to attend a networking lunch or dinner at an Events Jersey Sales Mission.
• Inclusion in dedicated Business Events newsletters (Hills Balfour -3,000 MICE buyers / Events Jersey 1,000 MICE buyers).
• Front page ‘supplier spotlight of the month’ on events.jersey.com.
• Promotion via @HBMICE and @EventsJerseyCI Twitter accounts.
• Host a site visit and lunch, dinner or an activity at one MICE FAM trip consisting of 6-8 qualified buyers.
• Host 10x rooms over two nights for one MICE FAM trip (October/November) and give qualified MICE buyers the chance to experience your offer firsthand.
A flexible approach.
Q&A?
Meryl Laisney
Head of Product, Visit Jersey
Margaret Mann
Senior Account Manager, Hills Balfour
Helen Edwards
Product Executive – Events, Visit Jersey
