Membership

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Keith Prowse: People Buy Experiences

Early this year Keith Prowse carried out significant research to understand the changing face of premium seat entertaining. The analysis, and subsequent findings from the quantitative research delves deep into the needs of the corporate buyer. The research also looks at the demands, trends and best practices for guest engagement and retention when it comes to entertaining clients, suppliers and employees. 

Some of the key findings include: 

  • Brands are 57% more likely to secure face-to-face opportunities and build meaningful relationships by using hospitality
  • Short form-sports, such as T20 cricket, and music concerts appeal on the whole more to a younger demographic – they do not have to commit a whole day to the event and are afforded more flexibility
  • The ability to share the experience on social media is more important to younger age groups and of less relevance to traditional hospitality guests