Businesses
are increasingly combining traditional networking conferences and
events with ‘gratitude getaways’ – a way of thanking their staff for all their
hard work and promoting wellness through relaxation and overnight stays. Cat
Bird, national sales manager at Center
Parcs Conferences & Events, shares her
insights.
The
three phrases most used by event planners when they come to us and describe
what type of event they want to run is ‘immersive’, ‘a thank you’, and ‘relaxing’.
This
reflects just how much conferences and events have evolved since we’ve emerged
from the pandemic; employers recognise there’s wealth in wellbeing.
Pre-pandemic
we were hosting more traditional client-facing or networking conferences and
events, these have become increasingly inward-facing – with more and more
businesses opting to host a corporate event purely for the benefit of their own
staff.
Of
course, we continue to receive demand for product launch events, awards
and gala dinners which help to deliver a message, inform or educate, train or
enhance brand image – but these bigger events are increasingly being combined
with a more relaxed team-building element. Such additional activities support
the company’s talent retention strategy by helping staff to bond with each
other and connect with the company’s values.
Tapping
into the need for an element of relaxation and down time, overnight stays are
in huge demand, which we see in our own bookings – 70 per cent of bookings
since we relaunched in September have included residential accommodation, and
they’re set to increase in 2023 with quarter one bookings at 90 per cent.
Functioning
as ‘work perks’, businesses are choosing to offer their staff add-on activities
that can fit around the main event and group activities, which staff can enjoy
at their own pace during their downtime. These can include day passes to a
spa, a massage, or restaurant vouchers.
This
new breed of ‘gratitude getaways’ has emerged in the context of a growing
skills shortage and a ‘war for talent’. Savvy businesses know that being a
competitive employer entails rewarding and thanking staff for their hard work,
so that they’ll be motivated to keep up the good work and stay on at the
company for years to come.
