Training trends in 2011

How has the training market place been affected by the last 3 years of recession, lack of credit and general stagnation of the economy? 

As one of the leading groups of dedicated conference venues, Chartridge Conference Company (CCC) has seen first hand how companies both large and small have tackled the issue of investment in developing their most valuable resource – their staff.

Market situation

With the economic downturn, many of our regular customers have dramatically changed the way that they deliver their training.  Like many factors in business, there is a complete spectrum. There are those who rush in with a knee jerk reaction to cut those overheads that they feel they can do without. This usually has marketing and training heading the list, as it’s an easy option. There are others like us that saw this as an opportunity to actively increase development of staff skills, so we can offer better service in difficult times and get ahead of the pack in readiness for the new future.

We have seen that the trend on the training side has been to reduce the number of people attending training programmes and to run shorter courses. 4 day residential courses were regular bookings several years ago, but are now a rarity and have evolved into 2 or 3 day non-residential bookings. We have seen several companies actively encouraging delegates to pool cars and commute daily instead of staying overnight. Should distance be an issue, and commuting is not realistic, another trend is rather than book inclusive residential 24 hour packages, companies are tending just to book the venue, and then pass responsibility to delegates to arrange their own accommodation.

In a competitive market, delegates are well aware that preferential rates can be had for last minute room bookings. These factors have resulted in a shift from the 24hr rates with overnights to daily rates and late B & B bookings.

Expense accounts have been cut and no longer are bar bills an integral part of the corporate booking. Delegates are responsible for their own drinks, so even with overnight bookings, restaurant wine sales have declined.

We have also noticed cutbacks in training resources. Some customers have stopped using external venues altogether and now hold their training courses at their own site. This may cut costs, but subjecting trainees to the diversions of head office doesn’t really focus attention to the job in hand.  Others are no longer using external trainers, but run courses manned by in-house staff to cut costs. Again this can be a token gesture and eliminates the benefits of the wider experience and expertise a professional can bring to the party.

How to accommodate changes

We have seen drastic rate cuts up to 50% from some hotels, which are offering DDRs as low as £25. Price wars don’t benefit anybody as it not only devalues the brand, but it sets a precedent and means it’s difficult to revert to standard rates.

We have taken a two pronged approach.  The first is to focus on the added value that our comprehensive packages offer. Not only do we provide a peaceful interruption free environment, but also  a wide selection of teas, fresh coffee, cookies and biscuits which are available 24/7 in breakout areas as standard, rather than a pot of stewed coffee in the room, or having Mrs Overall interrupting the meeting at a time convenient to the staff. Mints, sweets, even cordials and bottled water are included in then package.  We provide video projectors with on-site technical support, and high speed Wi-Fi broadband all free of charge.  It revolves around quality and value with us providing everything customers need so they can just arrive and hold successful, worry-free meetings.

The second approach is to tailor the package to the customer’s needs and budget. We now offer ½ day rates, coffee meetings, replace restaurant lunches with sandwich buffets or snack lunches. This approach has been particularly well received by many of our customers as they can still enjoy the facilities and services they expect from a dedicated meeting venue rather than pare the bone to the bare minimum.

To counteract the changes in the marketplace, CCC venues have invested heavily in staff development programmes to address new markets.  As well as building better relationships with current and potential customers, our sales teams are targeting new markets, not just in the corporate sector, but mid week and weekend B & B sales. This has been very successful and in 2009, B & B sales helped us achieve and exceed sales targets during the year.

For more information about holding your meeting at one of the Chartridge Conference Company venues, call 0845 2305858

*Photos courtesy of Photostock 

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