During these austere times it is easy to succumb to the temptation to win business by cutting the price offered to clients, and while I accept it is important to remain price competitive, this price-cutting approach overlooks the fact that one of the key drivers for clients is quality. Quality of facilities; of service; of aftercare.  If quality is right, price is often not such an important motivator.

Destination management organisations are committed to improving quality and will work with providers to improve the offer; however, many destinations underestimate the importance of understanding the needs and wants of conference and event organisers and their delegates. And this is where the AIM accreditation can help.

Through AIM many destinations are recognising the importance of the sector and are working with their venues to gain accreditation, raise quality standard levels and subsequently use the achievements within the destination as part of their marketing messages.  It’s a substantial benefit, as having a large number of accredited venues in a destination is a unique proposition and one that provides assurance to clients.  It is a destination’s responsibility to continually strive to improve the standard of the product, service and welcome and to help clients understand the importance of choosing AIM accredited venues.  This approach will not only ensure consistent new business development, but should also help to improve repeat business levels.