MacLaurin said Prowse, part of FTSE group Compass, has won major contracts with tennis’ Aegon Championships, Chelsea F.C. and the Investec Derby in the last 12 months.
“It is a sure sign that demand for premium seats at renowned events is top of the wish list for both corporate customers and the increasingly prevalent private client,” he said. “We are seeing a greater variety of companies buying hospitality and using it as part of their wider marketing mix and particularly apparent is the increasing number of SMEs interested in purchasing corporate hospitality from us. In addition to this, the advent of corporate policies has been beneficial to us, as organisations are keen to use official suppliers such as ourselves. “
He said not just Prowse but the whole hospitality market has seen a return to pre-austerity form. However there are changing trends.
“Organisations are taking more of a strategic approach to entertaining; be it for brand engagement, relationship building or employee incentives. Increasingly we’re seeing marketeers implementing hospitality as part of their wider brand engagement and retention strategies,” he said. “Almost half of directors have told us that hospitality packages are a beneficial means of creating an inspirational setting, which can of course lead to better relationships and interaction amongst guests.”
Tomorrow in our corporate hospitality series, we hear from head of sales, meetings and events at Marylebone Cricket Club, Nick Kenton…