Reed Travel Exhibitions’ (RTE) portfolio director for the IBTM global events portfolio, Sallie Coventry, talks to EW about Reed’s approach to courting and cultivating hosted buyers.
How does Reed set about finding the right hosted buyers?
It’s a year-round effort by teams that are not only based in the UK but at our offices on five continents. These teams, along with hundreds of group co-ordinators work together to invite individuals to participate through a strict qualification process. Each IBTM event has its own hosted buyer programme so it is very specific to regional or international, inbound or outbound business.
Outside of the personal invitation route, hosted buyers can also apply through each show’s website and are then pre-qualified through this system.
Once accepted onto an event’s programme of course they are then in our global database and their buying preferences are noted so we can match them to where they are planning on spending their budgets and locating their next meeting, conference or event.
What services are now expectations for hosted buyers?
Having been a hosted buyer myself I think the single biggest service that all business people expect these days is the confidence of secure wi-fi – it’s probably number one on everyone’s agenda. At Reed we are constantly working with all our partners to secure wi-fi that is fit for purpose. I also think my vision for the future is to provide more flexibility to our hosted buyer programmes.
How does Reed accommodate hosted Buyers when onsite at its IBTM events?
We secure either 4* or 5* accommodation and provide a meet-and-greet service at each hotel, but before they arrive there are also airport staff to welcome them, transfers and hospitality desks at the hotel. We have a full hosted buyer service onsite where our teams are there dealing with their every need from confirming flights to changing itineraries, helping them with diary appointments and guiding them to their next meeting.
Hosted buyers also have their own VIP lounges with complimentary lunch and refreshments every day and of course coach transfers between the venue and their hotels. Then there are their own networking events, sometimes with third parties such as associations, but also through the IBTM networking events organised at each of the shows. Finally, they have their own education programmes as well, defined by whether they are an association, agency or corporate.
How will Reed’s Project VIP software help your hosted buyer programme?
This software does not relate to the process of locating hosted buyers. It is a system which over time will be rolled out across the portfolio. It is more about giving flexibility of interaction between exhibitors and hosted buyers.
Will this help bring down expenses – or is it more to increase matchmaking accuracy?
In the long term it will enable all participants whether hosted buyers or exhibitors to personalise their show experience, rather than reducing expenses. The software is an expense, but in the long term it will be of great value to increasing the business opportunities between both buyers and sellers at each of our IBTM events.
This was first published in issue 2/4 of EW. Any comments? Email Annie Byrne
