Meeting buyers AIM for quality assurance in their decision making process

A new survey carried out by the mia and The Business Travel Magazine has revealed a desire amongst corporate event buyers for a UK wide standard measurement of quality for meeting and event spaces.

The survey, completed by policy makers, sought to underline the growing relevance of AIM accredited venues, by asking whether a kitemark of quality assurance would affect their decision making process.

88% of respondents confirmed that a mark of excellence to demonstrate compliance, capability, competence and quality would become a requisite in their decision making process.

The news is extremely positive for the more than 500 venues and suppliers that have achieved AIM accreditation; the scheme was introduced in 2007 and remains the only nationally recognised accreditation of quality and service commitment in the industry. The accreditation is awarded following a strict assessment of 50 criteria that includes the quality of facilities, business practices, customer service and pricing.

Manju Goel, Director of Sales EMEA, PPHE Hotel Group commented:Park Plaza Hotels & Resorts was the first hotel group to achieve AIM at Gold level and it is encouraging to see that buyers are recognising the need for an official industry standard.  A number of existing and new business leads are aware of our accreditation, which highlights the excellent facilities and service level that we operate at each of our hotels. We are pleased with the results of this survey, which supports our belief that the accreditation is an important factor and influences conversion.”

Nick Milne, chair of the AIM development group, said: “AIM is a mark of reassurance to meetings buyers; a demonstration that a venue is compliant, competent and capable. These results show that corporates want an accreditation and tangible demonstration that there is a high standard of facilities, that service delivery is second to none and the catering and hospitality at the venue are exceptional.  There is demonstrable proof that corporates are likely to be influenced by a venue that holds a quality kitemark, which many of our members are seeing through the financial gains in terms of new and repeat business. “

Over 500 senior business travel managers took part in the online survey which was carried out in August 2014.

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