PA Life talks to Katie Niland, Commercial Director, The Belfry Hotel & Resort, about the blurring lines of business and leisure travelโฆ
Are you seeing a shift from B2B thinking to treating your delegates more as individual guests?
Delegates rightly expect to feel valued as individuals – as a resort, we pride ourselves on delivering experiences defined by the personal touch, and our M&E offering is no different. Tailoring every event, we donโt start with the space and expect the client to fit into it, we start with each client and mould the space into a true reflection of their unique needs and preferences – reimagining our spaces to create events as individual as the clients themselves.
How important is embracing โbleisureโ as a strategic advantage?
With the line between business and leisure blurring, delegates increasingly want experiences. A great spa, golf or other outdoor games as well as excellent dining options are great experiences for that โbleisureโ mix and elevate the guestsโ stay.
How do you ensure team-building activities work for everyone and create positive experiences?
Inclusivity is key. As mentioned, delegates are individuals, and that means not all like the same thing. Itโs paramount to tailor the event to the team โ taking on board each teamโs unique needs, preferences and objectives. This gives teams the freedom to choose experiences that resonate and, with a wide range of indoor and outdoor activities available, delegates can take part in a way that feels comfortable to them.
Whatโs your approach to balancing luxury with sustainability?
For us, they go hand-in-hand. Guests deserve exceptional quality, but they also want to know their experience treads lightly on the planet. Take The Masters Suite – built to BREEAM Excellence standards, it reduces environmental impact whilst delivering first-class comfort. We take this same approach across the resort – proving sustainability can elevate, not compromise, luxury.
How important is designing corporate events with bleisure convenience in mind?
Bleisure is no longer an add-on; itโs an expectation. So-much-so, weโve just opened a state-of-the-art new leisure club to meet the wellness demands of our โbleisureโ guests. Whether extending a stay for a round of golf, spa treatment or simply to relax, our offering makes it easy and convenient to build these opportunities in seamlessly, and our team are experts at doing just that.
Any advice for EAs and PAs planning experiences for delegates who straddle business, leisure and wellbeing?
Be clear about your delegatesโ needs, but donโt be afraid to ask venues how they can elevate the experience. A great venue will not only meet your brief, balancing professional excellence with relaxation and connection, it will ensure you have an exceptional experience that stays with you long after you leave.
For more information, please visit www.thebelfry.com.
