Blackpool Unlocks the Secret to Customer Retention for Business Events

Exceptional customer service, unparalleled incentive experiences and a diverse events offering have been deemed the main factors as to why customer retention is at an all-time high across Blackpool’s bustling business events sector.

Blackpool Unlocks the Secret to Customer Retention for Business Events

Conference and business events in Blackpool have been captivating the hearts of an increasing number of event organisers over recent years – and figures are on the rise. Thanks to an ongoing multi-million pound regeneration project, which includes significant reinvestment into Blackpool’s infrastructure, technology, and hospitality, the Lancashire hotspot is becoming increasingly known as a pioneer in customer retention. Sophie Croston, Group Business Development Manager at Blackpool Pleasure Beach, The Big Blue Hotel and the Boulevard Hotel, has shared insight on why clients keep coming back to Blackpool for their business events.

Blackpool’s diverse accommodation offering has been deemed one of the key reasons, following several regeneration and expansion projects across the town. While The Big Blue Hotel, with its focus on high-quality family stays and group bookings, has been a magnet for returning clients, the newer Boulevard Hotel is building its roster of repeat customers thanks to its reputation as a conference venue. Following its launch in 2019, the venue’s increased revenue stream has been attributed to the surge in word-of-mouth recommendations from locals and existing clients.

Sophie said: “Referrals and repeat bookings form the backbone of our business – and this is thanks to Blackpool’s commitment to client satisfaction. The guest is the ultimate priority – it has been for decades – and this won’t change anytime soon. From exceptional service across venues and attractions, to a varied activities schedule, to

well-thought-out facilities, everything in the town is customer centric, ensuring a rounded and enjoyable experience that’s highly likely to result in a recommendation to peers, and a return visit.

“The needs and requirements of event organisers is ever changing, and Blackpool is a diverse and versatile destination that is continually showcasing how it can respond to demand. Historically The Big Blue Hotel has received large quantities of group bedroom bookings, so with the addition of the Boulevard Hotel we have greater bed-stock and are able cater for larger two-day residential conferences and private corporate dinners.

“We’re also seeing an increased number of enquiries from agencies looking for group bedroom bookings for guests attending local events. With our additional property, we can now accommodate more people, bring more revenue into the town, and showcase Blackpool in its full glory.”

According to the Group Business Development Manager, Blackpool’s customer retention is also reliant on exclusive offers that many venues across Blackpool specialise in, which includes special rates for day delegates, corporate bedroom bookings, regular meetings, and discounted group accommodation. With a variety of packages to choose from, Blackpool ensures that every event is tailor-made to suit both the client’s vision and budget.

Sophie added: “The corporate sector has found a sweet spot in Blackpool, and for good reasons. Being almost equidistant between London and Scotland, Blackpool is a midpoint for UK national companies seeking to host residential group conferences. The town’s local expertise, hotel availability, and ample conference space further solidify its reputation as a prime event destination.

“The town’s resurgence as a business events destination is a joint effort on many parts, and one aspect of this is down to the variety of incentive experiences that we’re able to offer. Blackpool Pleasure Beach is enticing for event professionals, offering alternative event spaces on top of a thrilling day out or to encourage extender stays with families. Both The Big Blue and Boulevard Hotels offer incentive experiences for delegates such as theme park days and captivating shows, with the famed Hot Ice’ show taking centre stage.”

As well as attracting millions of thrill-seekers and sun-lovers, Blackpool’s charm also extends to high-profile political events, with notable figures from the recent era including Boris Johnson and Rishi Sunak attending conferences and meetings across the resort. The substantial investment into the meetings and events spaces at the Winter Gardens and Blackpool Conference and Exhibition Centre has added gravitas for political events, showcasing that while the town remains a favourite among thrill-seekers, it really does mean business when it comes to events.

Sophie said: “I think Blackpool has cracked the code to customer retention through its unique blend of attributes that cannot be replicated elsewhere. From its strategic location to its diverse event offerings and exceptional service, it’s no wonder clients keep coming back for more. This seaside town has transformed itself from its humble roots into a serious contender on the business events scene that promises not only successful meetings and conferences, but also unforgettable experiences.”