EIBTM MAKE SIGNIFICANT IMPROVEMENTS TO THE HOSTED BUYER PROGRAMME

Last year was Reed Travel Exhibition's first year of operational management of EIBTM and once again the unique Hosted Buyer programme was the corner stone of the event. However, following a subsequent and unprecedented consultation programme undertaken by EIBTM with Hosted Buyers, improvements have been made to ensure visitors gain even greater benefits.

Three different types of visitor will be introduced for EIBTM 2001 (Tuesday 29 May - Thursday 31 May) to meet individual requirements, focus on better targeting and maximise time spent at the event.

They are:

1. Hosted Buyers, who as top international professionals - responsible for the organising, planning and recommendation of international incentive travel, meetings, conventions, business travel and other events - will automatically be offered membership of Reed Travel Exhibition's exclusive Meridian Club, organised on behalf of the international industry. These visitors can be nominated by exhibitors or group intermediaries, such as recognised specialist publications, or by application to EIBTM. They will be provided with fast track VIP entry, pre- scheduled appointments, use of the Hosted Buyer Meridian Club lounge with free refreshments, as well as year-round benefits, such as discounts, upgrades and offers, with specialist publications and hotel chains and airlines.

2. Meridian Club members, who will not necessarily be hosted, but will still enjoy fast track entry to the event, use of the Hosted Buyer Meridian Club lounge with free refreshments, as well as year-round benefits, such as discounts, upgrades and offers.

3. Trade visitors, who will be invited to attend the event by EIBTM, through direct mail and other communications such as advertising and who have total flexibility over their business schedule.

Debbie Jackson, exhibition director of EIBTM said: " Over the years, MICE industry buyers have found that EIBTM is an unrivalled chance to conduct business quickly and efficiently. But we want to match their specific requirements with greater precision, helping them make their visit even more commercially effective as well as introducing new buyers who may not be familiar with the exhibitors and what they have to offer."

However, she warned that the commitment to greater customer service was combined with a closer scrutiny of buyers to measure quality, committed attendance and legitimacy.

"Research with exhibitors has shown that they want us to be tougher about who, in particular, are hosted as buyers. They need to be responsible for at least several international events every year and to have authority to conduct top level negotiations.

"Discussions with serious buyers has shown that they welcome this constructive move to increase customer service improvements in a way that directly helps them to achieve all their objectives for the event."

STRICTER QUALIFICATION

Key buyers will be selected by EIBTM, using strict qualification criteria. They will then be provided with a complete complimentary travel itinerary from a European destination, organised for them by the event's full-time, five-person Hosted Buyer department, headed by Joy Brabyn.

The mammoth task of working with supporting airlines, hotels and group intermediaries, liaison with buyers and exhibitors for an effectively managed appointments system and continuous monitoring to improve the quality and commercial results of the programme for Hosted Buyers is taking 12 months of the year.

'Hosting' at EIBTM includes provision and arrangements for flights to Geneva from most European gateways, transfers and, if applicable, accommodation.

Top quality hotels for the event will be booked by EIBTM in Geneva, Lausanne and surrounding areas.

In return, buyers commit to attend a schedule of pre-arranged appointments with exhibitors, in addition to making their own appointments.

SMALLER GROUPS

Hosted Buyer groups will be divided into smaller groups for pre-scheduled appointments, offering them chance to meet more exhibitors during their arranged programme of visits to destination standholders.

Hosted Buyers will have to confirm their commitment to the scheme, as well as their authority and influence within the industry, by signing contracts that include penalties for non-appearance and late changes to itineraries.

ACCURATE MATCHING OF BUSINESS INTERESTS

Group appointments will be matched by the business interest specification from buyers and exhibitors and the Hosted Buyer team will endeavour to ensure each buyer sees exhibitors who have products of appropriate interest.

Other buyers attending the event on an individual basis will have scheduled one-to-one appointments, again with their preferred exhibitors.

"The aim of pre-scheduled appointments is to help communication between buyers and exhibitors, giving buyers the opportunity to meet relevant exhibitors and understand more about their destinations and products," said Ms. Jackson.

"Individual Hosted Buyers can request their pre-scheduled appointments with exhibitors via the EIBTM website, assisted by a description of each company and its products. They will then be given pre-scheduled appointments throughout the day with exhibitors they have requested to see. Additional appointments with exhibitors can be requested via the EIBTM website shortly before the event. In addition to receiving their pre-scheduled appointments, Hosted Buyers are able to book on-line other business meetings with exhibitors of their choice, in their remaining free time. This facility will be available on the EIBTM website shortly before the event.

Group appointments with destination stands will be scheduled between 10.00am and 2.00pm. All buyers will be given sufficient free time to make additional appointments through the exhibitors on-line diaries.

Greater emphasis is being placed on inviting additional individual buyers who will have appointments made for them throughout their stay. Part of this programme will be built on nominations from exhibitors, a major new feature for EIBTM 2001.

Joy Brabyn, relationship marketing director of EIBTM said her team were working almost round-the-clock to deliver even greater success for visitors to EIBTM 2001.

"This is an extremely complex, tailored operation that demands complete dedication from the Hosted Buyer department and commitment from the Hosted Buyers."



GENERAL NOTES

1. Meridian Club is a new addition to EIBTM for 2001. Originally launched for the Reed Travel Exhibitions World Travel Market exhibition in 1992, Meridian Club membership provides visitors with VIP status at all Reed Travel Exhibitions. In addition, membership provides a range of discounts with hotels, car hire companies, business publications and other supporting organisations throughout the year.

2. Reed Travel Exhibitions is part of The Reed Exhibition Companies Ltd who manage over 440 events in 29 countries, serving 49 different industries in 11 key sectors with some 156,000 exhibiting companies and over 9 million visitors.

3. As a member of the Reed Elsevier plc group, the world-leading business and information provider, REC is unique in offering integrated market access programmes covering exhibitions, trade publications, direct marketing and the Internet. Reed Elsevier's business titles are closely linked with REC's exhibition activities across both geographic and industrial markets. It also has a growing portfolio of electronic publishing and information services, including LEXIS-NEXIS, the world's leading provider of on-line information services and management tools.

4. Reed Travel Exhibitions organise 10 events worldwide, including World Travel Market, Arabian Travel Market, C.I.S. Travel Market, EIBTM, British Travel Trade Fair, Asia Pacific Incentives & Meetings Expo (AIME), PATA Travel Mart, International Golf Travel Market, Top Resa and the Mediterranean Travel Fair.