mia offers free industry intelligence tool to support sector

The Meetings Industry Association (mia) is offering non-members the chance to receive insightful industry data from its powerful intelligence tool – miaTouchstone – for 12 months free of charge, in a bid to support the sector post-Brexit and to ride the further economic fluctuations caused by Donald Trump’s victory in the US elections.

In an offer that will be strictly only available to those who register by 9 December 2016 and will see the usual annual £1,600 fee waivered, organisations will be able to monitor monthly how many people attend conferences regionally and nationally, track business volumes such as sales, as well as benchmark their performance against their own competitive set.

Originally created in response to demand from mia members for more research and data to help drive their meetings, conference and events businesses forward, miaTouchstone also provides wider economic data to allow the industry to assess and evaluate its direct impact on the sector.

Rowan Bennett, Head of Marketing and Events at The HAC has been using Touchstone since March 2015 and finds it incredibly insightful. Rowan said: “We find it useful as some clear trends have emerged. Essentially, it helps us to benchmark and plan our rates to ensure they reflect the current industry trends as well as our sales and marketing strategies to address the peaks and troughs that occur during the calendar year.”

Similarly, Mark Chambers, Group Managing Director, Eden Hotel Collection, has found miaTouchstone a vital tool to benchmark their performance and business planning. Mark said: “miaTouchstone provides us with powerful data that allows us to more accurately forecast our budgets. The report is regularly shared widely within our collection to assess our performance both amongst our direct competitive set regionally as well as on a wider national basis.”

Gary Payne, Director, One Great George Street, said: “We find the trends supplied by miaTouchstone invaluable when forecasting and preparing our annual budgets. It’s great to have data to substantiate and backup our approach when we’re making our recommendations to the board.”

Ellie Jones, National Account Manager at Centre Parcs, said: “Center Parcs uses miaTouchstone to analyse data and trends for four of our UK-based villages that host corporate events.  The reports are a fantastic way to show how we are performing in terms of number of enquiries, confirmed business and average rates across the industry.”

She added: “The reports are easy to digest and analyse, and the quarterly summaries help provide more detailed analysis which is used to report back to other areas of our business.  It is a great way to benchmark ourselves with other venues who are using miaTouchstone, and is a huge benefit of being associated with the Meetings Industry Association.”

Jane Longhurst, mia’s chief executive, said: “An enormous amount of data is generated by the meetings industry each day that, with collaboration and regular analysis, provides priceless insight. As we’re keen for as many venues to join forces for the benefit of the entire industry post-Brexit, we’re providing a great offer giving access to this valuable monthly analysis free of charge.”