A destination to do business
Focusing specifically on London as a business events destination , Boraston tells me that innovation , product variety and accessibility are the top three things London does well .
Whilst 2021 has been a difficult year for many industries , businesses , and cities , London has refused to lay dormant , meaning innovation has been at its forefront . “ 2021 has seen London ’ s hotel and product offering explode ,” beams Boraston , “ from the new Londoner to the Pan Pacific and the Hilton London Metropole refurbishment , London is constantly investing in , and on top of , what it already has . These developments and renovations reflect that there is continued interest in London , and we are innovating and updating ourselves to reflect that .”
London also has a product for everyone , says Boraston . Whether event organisers are looking for larger venues like ExCeL London , or smaller and historic livery halls , “ London can be sympathetic to any needs and budget . Our ability to reflect the historic , but also sink in with the new , is one of the most interesting things about the city from an events perspective ,” says Boraston .
We can ’ t talk about London without mentioning its accessibility . “ What is a good destination if you can ’ t get there , or get around there ?,” asks Boraston . Luckily , accessibility is one of London ’ s strengths . The city is home to six airports which connects it to 400 international destinations and , of course , the Eurostar links us to Brussels , Paris and Amsterdam . This accessibility ensures any delegate , whether local or
international , can experience what London has to offer . “ Accessibility makes London a really good business events destination that connects us to the rest of the world ,” she adds .
Hand in hand with accessibility is sustainability , a key topic in the industry right now . “ If you want a sustainable approach for your event , our transportation networks reflect that . We have train access to physically sustainable places . Alongside this , London is gearing up towards Net Zero 2030 with new buildings adhering to sustainability at their core , from concept to completion , and older buildings weaving in a sustainability ethos as best they can .
London is also a very walkable city , giving delegates the opportunity to reduce their carbon footprint ,” Boraston comments .
Whilst these top three aspects position London well as a business events destination , Boraston reminds us that “ the most important thing to consider is how you can carve out an experience to suit delegates .”
Because there is so much to do in London , no one experience is the same . Therefore , according to Boraston , “ you must identify your event purpose and your delegates ’ needs , and then tailor your event from there . To me , that ’ s such an exciting concept as it ’ s a bit like a pick and mix of programming and production ”.
This bespoke nature is sure to give your delegates an experience they won ’ t expect , or forget . CN www . conference-news . co . uk