Hospitality, premium seat entertaining, ticket plus and VIP are terms we will hear more and more as the summer sporting season comes into full bloom.
After amazing matches at the Guinness Six Nations and recent cricket internationals, the upcoming months bring us The Championships Wimbledon, Fever-Tree Championships, Cricket World Cup, Cricket Test and Ashes fixtures, the Investec Derby Festival and later on more rugby internationals. As the UK’s voice for official hospitality experiences at a range of sporting and cultural events throughout the year, we wanted to delve into the standout trends and changing guest expectations at these must-see events.
Our research looks at the requirements of three distinct user groups; the buyer, attendee and sponsor. As the research underlines; building trust through face to face marketing is increasingly important to businesses. Hospitality, brand activation, face to face marketing, whatever term you chose to use – getting to know your customers in a more personable manner is the new darling of marketeers.
The value of an experience is a big motivator; a marked response of hospitality guests attends an occasion as a way to strengthen and develop interactions, as a route to building awareness or as part of reward and recognition initiatives for their teams.
Over the coming weeks we will be issuing the findings and thoughts on the changing face of hospitality; the demands, trends and best practices as well as the return on investment metrics for guest engagement. Here’s an initial taste of what to expect:
“Realising the changing desire of guest demographics, hospitality providers have responded with tiered pricing strategies that are structured to continue providing a premium offering, however, priced to be commensurate with the level of person invited.
This more diverse pricing strategy has also opened a new market with friends and families buying into the enriching experience of an all-inclusive day at an event. Tennis and rugby remain the perennial favourite events to attend.
The older demographic is willing to commit an entire day at an event, whereas, short-form sports and events are more appealing to a younger demographic, such as Vitality T20 blast cricket and music concerts, as they do not have to commit their whole day and are afforded more flexibility.”