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Capability, Compliance and Competence

What is AIM

AIM is the industry recognised  mark of excellence which demonstrates clearly to your customers that you truly are compliant, capable and competent.

AIM at its simplest is a robust process which ensures that venues and industry suppliers are fit for purpose and operate as decent and ethical organisations.

AIM is also an effective marketing tool and, at the highest levels, a business process that could change the way your organisation operates revolutionising your business.

How does it work?

Venues or suppliers to the industry are assessed by the mia against a set of common quality standards as agreed by the mia and endorsed by the HBAA and more than 35 UK business tourism destinations.

The common quality standards review:

Each application is assessed by the mia and successful venues and suppliers are then entitled to use the ‘AIM Assurance of Excellence’ brand.

The complete criteria can be reviewed here: AIM Criteria for Venues  AIM Criteria for Suppliers 

In recognition of their achievement all accredited venues are featured on the buyer facing portal which actively encourages corporate and association buyers to demand the AIM standard and suppliers are added the database of accredited suppliers.

The AIM process encourages continuous improvement through AIM Higher and can take a venue to the peak of service excellence at Gold. Find out about the higher levels of AIM here.

Latest News


The Future’s Bright, The Future’s Purple

Lime Venue Portfolio will launch its new brand identity, website and marketing collateral at The Meetings Show (14th – 16th June) next month. The launch follows months of research and focus groups with event planners to keep the brand fresh and recognizable amongst customers to the venue portfolio. Lime Venue Portfolio was launched in 2008…


AV decisions no longer driven by price says Church House Westminster

An Event Organiser’s decision when looking at AV services is no longer driven by price, according to a survey carried out by Church House Westminster.   The Westminster venue asked 87 of its clients what was important to them when choosing AV. The results revealed that only 34% base their decision on price, compared to 42%…


The Barbican’s new look menus showcasing the very best London has to offer

The Barbican has launched its new spring and summer menu which celebrates the very best that London has to offer. The menu, created by Searcys, takes inspiration from London itself with packages and dishes named after areas of London such as Camden and Soho. The menus range from breakfasts and lunches to full event packages…

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