Italy is the most preferred short haul destination for UK staff, according to new research for the P&MM Events & Communications’ 2012 METRIC Report to be published shortly. The research also revealed that North America is the most popular long haul destination.
41 per cent of staff recently surveyed by P&MM picked Italy as their first choice destination, with 25 per cent preferring Spain or Portugal (inc Balearic, Canary Islands & Madeira). Croatia, Greece or Turkey were chosen by twelve per cent, then France/Monaco selected by ten per cent, and finally Morocco and Scandinavia were each chosen by six per cent of respondents.
In the long haul research, North America was preferred by 37 per cent of respondents, ahead of Australia/ New Zealand, the first choice of 27 per cent. Next came Thailand and Malaysia (16 per cent), followed by South Africa/ Botswana/ Zambia (10 per cent), then China/Hong Kong (8 per cent) and South America which was chosen by 2 per cent.
The 20-page P&MM 2012 METRIC Report (Meetings, Events, Travel, Rewards, Incentives and Communications) provides valuable insights with research findings into market trends and influences in these areas of business communication and motivation.
Nigel Cooper, Managing Director of P&MM Events & Communications, commented:
“The outstanding popularity of Italy for short haul trips, well ahead of Spain and Portugal – two highly popular holiday destinations for Britons – is not what most people would have predicted, so too that only 10 per cent selected France or Monaco as first choice.
As always, budgets are critical and Italy is not the lowest cost destination in Europe, but there is value to be had. So it is up to conference, event and incentive organisers to challenge their agencies to deliver what participants want within their budget.”
Many other fascinating and important findings will be revealed in the P&MM 2012 Metrics Report which will be published shortly via its websitewww.pmmourworld.com.
