Study on the Venues for Corporate Events sector in Spain
Iberian MICE Forum brought together in 2019 a group of event organizers and venue managers to learn about the relationship between supply and demand in Spain, through an interactive survey conducted by the attendees.
According to the survey, 100% of event planners rely on recommendations from friends or other clients to find a venue. venueThe second most used media were online search engines (Google) and, in third place, venue search portals. In contrast, the least used means have been, in this order, incoming agencies or Venue Finder, and Fam trips. On the other hand, only 23% of organizers say that they have booked at some time based solely on online searches, although they emphasize their preference for direct contact with the sales representative and a visit to the venue beforehand.
The study shows that the types of events that generally use urban spaces are gala dinners and evening parties, according to 71%, followed by meetings and business lunches, and product launches. On the other hand, incentive/ teambuilding activitiesteambuildingand exhibitions/fairs are the most voted events to be held in venues venues.
In terms of duration, according to 67% of the sample, half-day events are the most frequent choice of venues. venues followed by full-day events, with 52%, and events lasting more than one day, with only 22%.
The key factors for the organizer when choosing a venue are the following venueIn this order, location, accessibility and budget are the most important factors for the organizer when choosing a venue; the management of the request, i.e. speed, flexibility and personalization, are also important. For the same price, both location (for 100% of respondents) and customer service (for 90%) are considered key.
Finally, both parties agree 100% that the main means of communication should be direct e-mail; in second place, organizers show a preference for meeting at trade fairs, followed by commercial visits; on the other hand, venue representatives clearly prefer commercial visits as the second option, with almost 70%, and commercial calls as the third option.
