A recent survey conducted by The Eastside Rooms clearly shows that travel-based financial incentives play a significant role in international and domestic destination selection for PCOs.
The results, from both international and domestic PCOs, indicate a demand for destinations to support conference bids with incentives, such as free local public transport or subsidised taxi rates, as they seek to attract organisers and their attendees.
When asked if “travel-based financial incentives from destinations impact choice of destination?”:
- 20% of respondents answered “always”
- 39% stated “most of the time”
- Only 7% indicated that such incentives had “no impact” on their decisions
“It is clear from these findings that travel incentives are not just a ‘nice to have’ but for 59% of PCOs they are a significant factor in their destination decision-making process,” comments Leanne Bladen, Director of Sales & Marketing at The Eastside Rooms. “Destinations that support conference bids with travel incentives are positioning themselves as more accessible and desirable, particularly in today’s competitive events market.”
The survey also included insights into domestic travel preferences and perception differences between delegate needs and those of organisers:
- The results show that PCOs prioritise easy travel access: 64% state that they believe travel for attendees should include one transfer or less. However, only 36% of attendees agree, with a notable 64% willing to make two transfers, and 11% open to three. This suggests that attendees may be more flexible with travel requirements than organisers anticipate.
- Further differences emerged in terms of travel time. Only 24% of organisers think delegates should spend more than four hours on travel, whereas nearly twice this amount (42%) of attendees expressed willingness to travel up to six hours and a surprising 11% will spend eight hours on the road to a domestic event.
“These results underscore the need for conference destinations that cater to a broad spectrum of travel expectations,” adds Leanne. “Centrally located cities like Birmingham offer a distinct advantage due to their accessibility and infrastructure. Birmingham is ideally positioned with its central UK hub airport and extensive domestic transport links, making it an easy and efficient choice for both organisers and attendees.”
“Whether delegates are arriving by train, plane, or road, Birmingham’s connectivity reduces travel time and complexity, allowing attendees to focus on the conference experience itself rather than logistical challenges. By choosing accessible destinations, PCOs can enhance the appeal of their events and support higher attendance and satisfaction,” concludes Leanne.
The Eastside Rooms, located in Birmingham, UK, stands out as a premier, centrally positioned venue that offers superb accessibility via road, public transport and the air, meeting the needs of event planners and attendees alike.
