BI WORLDWIDE's Head of Events, Shaun Casey, joined more than 300 business and event management professionals at this year's Accor Hotels Global Meeting Exchange event, held at the Fairmont Rey Juan Carlo I Hotel, Barcelona. Shaun shares his time at the event:
Tapping into the power of personalisation – panel discussion
Discussing the state of the economy and gaining better insight into Accor Hotel’s strategy following their acquisition of the FRHI hotel group, Shaun was also part of a panel focusing on ‘tapping into the power of personalisation’. Moderated by Martin Lewis, MD and Owner of CAT Publications, the panel discussed how personalisation plays an important role in motivating both conference attendees and incentive travel winners.
BI WORLDWIDE’s focus on performance improvement and event management automatically draws the company into providing a premium, personalised service for its event participants. Shaun explains: “A personalised experience will drive emotion. Emotion is at the centre of engagement, which in turn drives performance improvement. This simple formula is applied not only to incentive winners to recognise their achievements but also to conference delegates to ensure that they attend and gain maximum value from their attendance.”
Is it possible to create a personalised experience if hundreds of participants are attending an event? Shaun’s view is a categorical yes. “If we take the Fairmont Rey Juan Carlo I Hotel, their staff wouldn’t point to the conference room, they would accompany us to the door. That is a little touch which shows they care about us as individuals, not just as a group of delegates. At BI WORLDWIDE we work with a number of premium brand clients where a premium, personalised experience delivered by our agency is a sine qua non!”
Casey continues: “An individual experience which is in line with a premium brand experience of our customers is delivered through a combination of attitude and sophistication; the attitude of our Associates to focus on the small touches which will delight the individual, and the sophistication of our technology which allows our Associates to deliver this best in class service. We need our business partners to be on the same page to see the delivery through!”