Business up by 500% at Alton Towers’ centre

Alton Towers has dramatically increased its conference business following the first year’s operations of its new conference centre and hotel. The centre has boosted conference trade from 4,800 bedroom bookings to 25,000. Conferences have been held by Friends Provident, BMW, Ernst & Young, Goodyear, and Burns Anderson. Corporate sales and marketing manager Helen Johnson said the firm had undertaken online customer research which had helped it introduce operational changes that improved flexibility. "Detailed on-site research has provided a useful insight into delegates’ needs," she said. Ian Parkinson, formerly of Millennium and Hilton groups, has been appointed general manager of the centre’s 216-room hotel, Splash Landings.

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