The report, based on survey results from senior company representatives, examines the role corporate hospitality plays in relationship building, highlighting the contrast between hospitality and traditional meeting formats.
Keith Prowse looks after big name events such as The Ashes, Ryder Cup and The Championships, Wimbledon. The agency’s latest hospitality report shows two-thirds of those surveyed use hospitality to encourage engagement between staff or clients which leads to better relationships. The report also shows that 49 per cent use hospitality to provide an inspirational setting to aid interactivity and 89 per cent use the traditional meeting format for obtaining direct business decisions.
The report also identified other key reasons for choosing sporting and cultural events to entertain staff and clients. 76% of respondents agreed that being taken to a hospitality event underlines the value of guests’ organisation, 96% agreed that face-to-face interaction with co-workers is necessary for effective teamwork and 97% agreed that ‘downtime’ with clients builds stronger relationships.
The results also reveal the growing fluidity of meetings and that they regularly run over the average 60-minute time frame, which perhaps explains why guests opt to entertain at day-long sporting and cultural events.
“It is clear from the report that companies continue to attach importance to meeting face-to-face with clients on a regular basis,” says Head of Marketing at Keith Prowse, Ted Walker. “Sporting and cultural events present a format which allows hosts to spend a full day with guests and we fully support the view that informal formats such as this are key to promoting engagement and relationship building amongst attendees, which is great for overall business objectives.”
Keith Prowse is the official hospitality provider to events including: The Championships, Wimbledon, Domestic and International Rugby at Twickenham Stadium, the Kia Oval, The Ageas Bowl, AEGON Championships, Cheltenham National Hunt Festival, The Old Course Experience, Edgbaston, Goodwood, and Henley Royal Regatta.