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Enquiries up by half as Butlin’s reports sixth year of growth

Butlin’s Conference & Events has announced its sixth consecutive year of growth within the meetings and events sector, with a 47 per cent increase in enquiries in 2018.

Having enjoyed an increased demand year on year in 2018, early indications for 2019 show that Butlin’s average event value has nearly doubled since the beginning of 2018.

Cheryl Russell, head of Butlin’s Conference and Events, said: “It’s been a brilliant 12 months for Butlin’s Conference & Events, and we are delighted with another year of increased growth and development. On the back of a 46.5 per cent increase in enquiries in 2018, we are already forecasting a strong 2019 with conversion up 8 per cent from last year, which shows that Butlin’s continues to challenge the industry’s misconceptions head on. As well as steady re-investment in our resorts’ facilities, our success has been driven by effective team development and our dedication to our client’s needs; we are selling the right space, to the right client, at the right time. Our clients asked for world-class infrastructure and services and Butlin’s definitely delivered in 2018. We very much look forward to continuing to build on this success in the months and years to come.”

The growth of the conference and events sector of the business has largely been attributed to continued team and facility investment, as well as a focus on drawing out the resorts’ unique selling points. Butlin’s has continuously invested in its three coastal resorts, having spent more than £200 million on AV technology, accommodation and amenities. Last year saw the opening of new Pub & Kitchen restaurants at both Bognor Regis and Skegness, and April 2019 will see the addition of a £40m pool at the Bognor resort.

Team investment has also continued, with Amanda Ellis appointed as national sales manager in November 2018. Ellis has been made responsible for building relationships with agents; working with Butlin’s conference sales, marketing and operational teams; developing the conference and events sales and operational strategy; and bringing in new business.