Blackpool Unlocks the Secret to Customer Retention for Business Events
Exceptional customer service, unparalleled incentive experiences and a diverse events offering have been deemed the main factors as to why customer retention is at an all-time high across Blackpool’s bustling business events sector.
Thanks to an ongoing multi-million pound regeneration project into Blackpool’s infrastructure, technology, and hospitality, as well as the launch of a new £450,000 communications strategy by MeetBlackpool, the town’s dedicated conference and exhibition arm, the Lancashire hotspot is becoming increasingly known as a serious destination for business events and leaders in customer retention.
Sophie Croston, Group Business Development Manager at Blackpool Pleasure Beach, The Big Blue Hotel and the Boulevard Hotel, has shared her insights on why clients keep coming back to Blackpool for their business events.
Sophie said: “Blackpool’s diverse accommodation offering is one of the key reasons, following several regeneration and expansion projects across the town. The Big Blue Hotel, with its focus on high-quality family stays and group bookings, has been a magnet for returning clients, and the newer Boulevard Hotel is building its roster of repeat customers thanks to its reputation as a conference venue. Following its launch in 2019, the venue’s increased revenue stream has been attributed to the surge in word-of-mouth recommendations from locals and existing clients.”
“Referrals and repeat bookings form the backbone of the town’s business, and that’s thanks to Blackpool's commitment to client satisfaction. The guest is the ultimate priority – it always has been – and that won’t change anytime soon. From exceptional service across venues and attractions, to a varied activities schedule, to well-thought-out facilities, everything in the town is customer centric, ensuring a rounded and enjoyable experience that’s highly likely to result in a recommendation to peers, and a return visit.
According to Sophie, Blackpool’s customer retention is also reliant on exclusive offers that many venues across Blackpool specialise in, which includes special rates for day delegates, corporate bedroom bookings, regular meetings, and discounted group accommodation. With a variety of packages to choose from, Blackpool ensures that every event is tailor-made to suit both the client's vision and budget.
Sophie said: “The needs and requirements of event organisers are ever changing, and Blackpool is a diverse and versatile destination that is continually showcasing how it can respond to demand. Historically The Big Blue Hotel has received large numbers of group bedroom bookings, so with the addition of the Boulevard Hotel we have greater bed-stock and are able cater for larger two-day residential conferences and private corporate dinners.
“We’re also seeing an increased number of enquiries from agencies looking for group bedroom bookings for guests attending local events. With our additional property, we can now accommodate more people, bring more revenue into the town, and showcase Blackpool in its full glory.”
Commenting on the corporate sector Sophie said: “I think the corporate sector has found a sweet spot in Blackpool, and for good reason. Being almost equidistant between London and Scotland, Blackpool is a midpoint for UK national companies seeking to host residential group conferences. The town's local expertise, hotel availability, and ample conference space further solidify its reputation as a prime event destination.
“The town’s resurgence as a business events destination is a joint effort on many parts, and one aspect of this is the variety of incentive experiences that we offer. Blackpool Pleasure Beach is enticing for event professionals, offering alternative event spaces on top of a thrilling day out or to encourage extender stays. Both The Big Blue and Boulevard Hotels offer incentive experiences for delegates such as theme park days and captivating shows, with the famed ‘Hot Ice’ show taking centre stage.”
Blackpool's charm also extends to high-profile political events, with notable figures from the recent era including Boris Johnson and Rishi Sunak attending conferences and meetings across the resort. The substantial investment into the meetings and events spaces at the Winter Gardens and Blackpool Conference and Exhibition Centre has added gravitas for political events, showcasing that while the town remains a favourite among thrill-seekers, it really does mean business when it comes to events.
Sophie said: “I think Blackpool has cracked the code for customer retention through its special blend of attributes that cannot be replicated elsewhere. From its strategic location to its diverse event offerings and exceptional service, it's no wonder clients keep coming back for more. This seaside town has transformed itself from its humble roots into a serious contender on the business events scene that promises not only successful meetings and conferences, but also unforgettable experiences.”