Corporate hospitality is changing, but one fact remains only the best will do

Corporate hospitality means different things to different people and, at Sodexo Prestige, we have come across most of them. A few people I meet see it as worthwhile, but essentially a jolly. For the overwhelming majority, however, it is an essential element of the marketing communications mix, used strategically to build strengthen relationships, raise a brand’s profile and build brand associations.

For most, corporate hospitality is a sales tool, used to secure relations with existing clients and demonstrate high levels of commitment to prospects. It’s an opportunity to make a statement about the relationship you have with your guests; a unique opportunity to demonstrate how much you appreciate them, speaking volumes about your company and brand.

Whatever its use, for a corporate hospitality experience to be a success, there are three elements that must be apparent; generosity, enjoyment and exclusivity. The more of these the experience includes, the more value there is in the hospitality occasion. Look for venues with premium and contemporary new facilities, unmatchable heritage and a reputation for excellence.

The corporate hospitality events, offered via our boutique hospitality service Prestige Experience, top the desirability list, with events that include Royal Ascot, RHS Chelsea Flower Show, The Open Championship, and 6 Nations rugby. But like all forms of communication in the modern world, corporate hospitality is subject to constant change and innovation. Our clients are very discerning and, even with the best venues, rest on your laurels and you’ll be left behind.

At Sodexo Prestige, we’re constantly reviewing the product to ensure it remains relevant. Current issues include health, the environment, local purchasing and ROI. We have responded by introducing innovations that try to satisfy market demands across all these issues. These innovations include a new format to serve wine for large-scale catering, where the speed of service is of paramount importance, introducing new organic and Fairtrade products opening up distribution channels to smaller producers. We have introduced new elements to tried and tested events, such as a top-class fashion show during Royal Ascot and concerts at the end of a sporting day to extend the experience.

A key buzz word we are all becoming familiar with in the market place today is provenance – good food, ethically sourced. It’s all about the endeavour to source produce such as dairy, fruit, vegetables and meat locally. We see this as one of the most important challenges affecting our industry at the moment.

Environmentally-friendly ethical production and supply is becoming increasingly important. We’re already tracing food miles and ensure that the majority of suppliers are within a 50-mile radius of the property they’re supplying.

Food is, of course, a very important aspect of the corporate hospitality experience, and we’re seeing exciting innovations here too. In recent years, the industry really has excelled itself in pushing forward creative and appealing recipes, new ways of preparing old recipes and championing the finest, high-quality, seasonal ingredients.

Hospitality continues to evolve year on year. Don’t expect that to change, but there is an unchanging facet of corporate hospitality that underpins its very purpose – only the best will do.

Alastair Scott, Sales and Marketing Director Sodexo Prestige

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