Conference Aston records best financial results

Birmingham's largest residential conferencing venue has seen revenue increase by more than 10% on the previous 12 months

The conferencing venue and hotel, Conference Aston, part of Aston University, said its success was mainly down to a growth in its 24-hour packages, as well as increasing existing clients’ business and attracting new organisations.

Samantha Brown, Head of Conference Aston, said a resurgence of training and investment by businesses had helped it to achieve record figures. What’s more, the venue has also adopted a more dynamic and competitive approach by splitting the demand pricing for delegate daily rates (DDR) and 24-hour rates more effectively.

“The past 12 months has seen Conference Aston consolidate its position as one of the best city centre conference venues in Birmingham, after growing our existing business and attracting new clients who want to hold their meetings and events here,” she said.

“By adopting a more flexible package offer, we are truly meeting the exacting demands of the corporate market, providing exceptional value for money in a modern, state-of-the-art, four-star hotel environment. This, coupled with an upturn in Birmingham as a go-to destination for international events, has enabled us to capture a significant proportion of the market.

‘Between August 2016 and July 2017, the venue welcomed 60,000 delegates and hotel guests from a wide range of industry sectors.’

“A lot of businesses are treading very carefully in the wake of Brexit and there has been a cautionary reduction across some sectors, but I think organisations looking to meet in Birmingham are bucking the trend thanks to the city’s central, easily accessible location and as a result, we’ve welcomed new clients to our venues and to the city.

“We’ve also continued our focus on the customer, investing in our venues and people to ensure our existing clients want to come back to us, where we’ve seen over 60% repeat business levels over the last 12 months. It’s thanks to this joint approach that we have been able to record our best financial year so far – so we are very proud.”

Attracting large-scale conferences in traditionally quiet times has been another driver for Conference Aston. It hosted 120 delegates at the NASUWT teachers’ conference in January, while delegates from across the globe flew into Birmingham to attend the four-day International Conference on Urban Pests (ICUP) in July.

Between August 2016 and July 2017, the venue welcomed 60,000 delegates and hotel guests from a wide range of industry sectors including a global infrastructure services company and one of the UK’s leading car manufacturers.

In April this year, Conference Aston attained a TripAdvisor gold GreenLeader award for its commitment to environmentally friendly practices.