What are the Trends in Barcelona?

Rocinta Mohan was a Marketing Student who worked with us in our social media dept for 6 months. As part of her studies she had to produce a study on her findings on the trends of the Corporate Market in Barcelona. Here is her report.

Most current trends in the corporate marketplace and incentive travel industry are an outcome of the international economic downturn. An annual research study of the Frankfurt-based IMEX exhibition examined the views of MICE agencies and buyers and asses the prospects and perspectives among 200 respondents across the European Union (Global Survey on Incentive Travel, 2009).The survey indicates a hierarchy of factors that influence the decision-making of incentive travel.  The decision-makers rank the importance of several factors that influence their incentive travel planning, with the results as follows:

A fashionable or new destination/holiday type that gives winners something to boast about to friends is highly ranked, while in 2008 this factor was ranked the lowest. Secondly, a safe and secure incentive travel experience which ensures that participants are not at risk is relatively less important (in 2009) compared to previous years perhaps because incentives tend to be more challenging and adventurous nowadays. One factor stayed consistent over the years – For corporate businesses it is not a necessity that an incentive is easy to organize or to book as long as there is a solid value-price relation. Another highly ranked factor and motivating quality of an incentive program is the perception that the experience is unique, a privilege or difficult for others to book. Furthermore, the program should catch the imagination of the buyer moreover the idea that the experience would have cost a lot (financially) is also a motivating quality of an incentive. Incentive travel preference of the respondents indicates that ‘cultural city break’ is the most popular followed by a ‘sports/adventure holiday’ and a ‘sightseeing/travelling about programme’. The survey also predicts that business will travel shorter distances, fewer days, less planned activity, the same or a reduced number of participants, more modest dining, and overall, a far greater attention to value for money.

Barcelona has become a major business hub and the city’s infrastructure makes it an unquestionable venue for every type of corporate event;

§  Capital of Catalonia and second most important city in Spain, located on the Mediterranean coast with more that 4km of urban beach

§  The city enjoys a warm and welcoming climate, with pleasant temperatures throughout the year and an average temperature of 16C

§  Barcelona is known to be a city full of culture and comprising of an important heritage

§  Gastronomic capital and world benchmark with renowned chefs and a great number of Michelin starred restaurants

§  Art, design, fashion and architecture are present in every part of the city.

§  In 2010, Barcelona was listed as the second best city in the world for carrying out conferences, as awarded by Conference and Incentive Travel.

§  It also holds the position as second best city in the ranking of organisation of business fairs and congresses, in agreement with the International Association of Congresses and Conventions (ICCA)

§  Excellent connections both on land as well as aerial, with a new generation airport and high speed train system

§  Availability of Congress and convention centres, meeting rooms…

§  Wide choice of hotels, easily adaptable to the demands of corporate events and incentive trips

§  Countless historical and unique sites that serve as an exceptional setting to celebrate any type of event.

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[1] SITE – INCENTIVE TRAVEL FACTBOOK 2009: 5TH ANNUAL PAN-EUROPEAN REPORT