In today’s evolving event landscape, the choice of destination for an event plays a pivotal role in achieving business objectives, boosting ROI, and ensuring success. Rising venue costs, increased travel complexities, and heightened expectations regarding sustainability are prompting companies to reassess where and how they host their events.
Focusing on Business Objectives
Choosing the right destination goes beyond mere logistics; it directly influences the return on investment (ROI), product launches, team motivation, and brand prestige.
Selecting a well-aligned location can significantly enhance attendance, strengthen stakeholder engagement, and create long-term impact. For instance, hosting an event in a city known for technological innovation can amplify the launch of a new tech product. Similarly, choosing a destination with rich cultural heritage can elevate team-building activities, invigorating team motivation.
The Value of “Unexpected” Destinations
Traditionally, first-tier cities have been the default choice for corporate events. However, shifting away from this norm and considering “unexpected” destinations can offer exclusivity, value, and unique experiences. Yulia Lekomsteva, Sales Manager at Ovation Spain & Portugal notes, “Many corporate planners are increasingly considering less traditional destinations that offer more authentic experiences for attendees while still meeting strategic objectives.”
These smaller destinations provide a fresh, innovative approach to event planning. They offer unique cultural experiences, local charm, and often more competitive pricing. For the luxury corporate sector or companies looking to think outside the box, these destinations present an opportunity to surprise and delight attendees, setting the stage for memorable and impactful events.
Corporate Responsibility (ESG) and Risk Management
Incorporating sustainability and safety into destination selection aligns with the growing emphasis on corporate responsibility and duty of care. Modern corporate event planners must ensure that their choices reflect the company’s commitment to environmental, social, and governance (ESG) criteria.
Furthermore, cities that prioritize sustainability and accessibility are becoming increasingly attractive. European delegates, for example, expect cities to be accessible by train and venues to be energy conscious. Bordeaux’s provision of free public transport passes for conference delegates and Lyon’s discounts on venue hire illustrate how cities can demonstrate their commitment to hosting sustainable and accessible events.
Strategic destination selection reflects a company’s priorities, values, and vision for the future. By carefully considering these elements in your event strategy, corporate event planners can craft experiences that resonate deeply with attendees, drive business success, and uphold the highest standards of corporate responsibility.
Ready to take your corporate events to the next level? Contact our team.