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HBAA launches meetings benchmarking tool

The HBAA has launched what it claims is the industry’s first simple meetings rates benchmarking tool
10/10/2016

Pictured: Leigh Cowlishaw

The HBAA has launched what it claims is the industry’s first simple meetings rates benchmarking tool.

Following a 2016 membership survey, the HBAA identified that having access to on-tap meetings benchmarking data would be beneficial when negotiating rates for simple meeting enquiries, and for supporting customer retention, allowing agencies’ energy and expertise to be utilised more effectively.

Leigh Cowlishaw, HBAA chair and director of supplier partnerships at Capita Travel and Events, said: “The HBAA set out clear objectives this year, with the launch of an industry leading, simple meetings benchmarking tool being high on our priority list for deliverables. 

“This tool will not only provide value to our association members but will also give our corporate customers further confidence that rates being provided for such meetings are in line with the market.”

Michael Begley of Venuedirectory.com said: “We endorse the view of the HBAA that this ongoing exercise will give valuable information to the industry and allow for more accurate strategic planning for venues while offering efficiencies in the venue sourcing market. We look forward to working with our existing HBAA clients and other members to help collate this data to give a robust reporting platform.”

The tool is offered to “opt-in” agencies at this stage, with the intention of rolling it out to venues in the coming months.

All data provided is anonymised and aggregated to produce average DDR, 24hr and group accommodation rates. It can be filtered by location, venue classification and a date range that can look backwards as well as forwards.

Jim Quintrell of The Conference Doctor, which supported the project, said: “The industry has been crying out for an impartial data source for robust benchmarking of meeting rates for many years. We were delighted to work with the HBAA and use our knowledge and technology to provide a solution specific to their requirements. 

The Benchmarking Tool is accessible via the HBAA website and is only available to those who have contributed data.


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