The vast offering of new venue openings and products means the events sector has become very much a buyers’ market, according to Gill Jackson, Macdonald Hotels & Resorts' Sales Director.
Jackson says that geographic location and venue capacity are still the top two factors influencing venue selection.
She argues that this is often because events are often being held for the express purpose of bringing people together from around the world.
"With this in mind, the sector is increasingly looking for innovative opportunities and event managers are always on the hunt for something different to bring to their next event, to create a unique and memorable experience," she said.
"It doesn’t necessarily have to be something bigger and better, but it has to be different.
"It’s really about the overall experience – the little personal touches that will make sure their event is remembered and talked about for all the right reasons."
Regardless of the location for the event, Jackson believes the most important thing for a delegate or guest is delivering a memorable experience.
"We’ve seen a significant increase in the desire to include ‘extracurricular’ activities such as team building. Outdoor activities are becoming increasingly popular, particularly at our venues which have spectacular outdoor spaces. Executed well, breakout activities can give event managers the ‘wow’ they’re looking for," she added.