Almost two thirds (65 per cent) of event professionals are seeing a boost in client confidence through confirmed bookings, according to research by the HBAA.
The trade association for the meetings, events and accommodation industry found that bookings and confirmations had significantly increased since ‘Freedom Day’ when lockdown restrictions were lifted across England.
The poll revealed that 14 per cent have seen a ‘major boost’ in business and client confidence, while 51 per cent are experiencing a ‘slight boost’. Some 27 per cent of those surveyed reported ‘no impact’ and 7 per cent said confidence to book events is declining.
While a small percentage indicated a decrease in bookings and confidence, the 65 per cent who recorded an increase in client confidence, highlight the desire and commitment to get back to in-person events.
HBAA consultant director Juliet Price said: “This poll shows some encouraging results for the business events, meetings and accommodation sector. It is great to see that confidence levels among corporate clients to book and confirm business events are on the rise.
“However, we cannot ignore that a third of event professionals are not seeing an uplift. There is a need to identify exactly what is preventing these clients from getting back to in-person events, and to provide relevant support to help more of the events industry get back to business.”
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
