The Meetings Industry Association’s (mia) powerful research tool Touchstone has been well received in its first three months in action. The tool, which is free of charge to mia members who contribute to the data, allows businesses to track how many people attend conferences regionally and nationally, track business volumes such as sales as well as track the competition.

Non-mia members have the opportunity to try Touchstone free of charge for the first three months, allowing businesses to take advantage of research and data that helps drive their meeting, conference and events businesses forward.

Ellie Jones, business development manager at Alton Towers Resort has been using Touchstone. She said, “It is going to be great to see some clear trends emerging as the months go by. It will be interesting to see to what extent the figures reflect industry trends, as well as peaks and troughs that occur throughout the calendar year.

“The report can help us to plan our rate, sales and marketing strategies in relation to corporate events and has been useful for me to forward onto my colleagues within the business.”

Jane Longhurst, mia’s chief executive believes Touchstone will provide a real benchmark for the industry going forward: “An enormous amount of data is generated by the meetings industry on a daily basis that with regular analysis can provide valuable insight and information about your business and that of your competitors both regionally and nationally.

“We listened to the industry and to our members. Our online resources are already an invaluable tool to businesses and individuals and we intend to continue to develop research and reports to deliver valuable business information about the competition.”

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