About

Summary

Pestalozzi, an international charity, was interested in developing a conference centre at their International Village, which provides accommodation for under-privileged international students, in order to more effectively use the site, work closer with the community, and generate an additional revenue stream.

In order to better understand the potential demand for a conference centre, as well as the services and facilities that are sought by conference organisers and delegates, Pestalozzi commissioned a market appraisal for the proposed development.

Our Approach

We undertook an initial market appraisal for the proposed development and an overview of tourism in the South East and 1066 Country regions, as well as an indication of the size of the residential and non-residential conference facilities in the area.  This led us to identify four target markets that were likely to be well suited to the proposed development, and provided a detailed analysis of each.

Case studies of three similar developments around the UK were undertaken, including the Sustainability Centre in Hampshire, the Centre for Alternative Technology in Wales, and Okehampton Youth Hostel.  These provided an indication of facilities provided and prices charged by providers.  We undertook a SWOT analysis for the proposed site at Pestalozzi, projecting demand, proposing pricing structures and identifying revenue streams.  We also set out guidelines for marketing, branding and jobs generated.

Outcome

It was found that four market segments could be targeted for the facilities that might be offered by the proposed development, including: teambuilding and corporate conferences, education and learning, those markets seeking a sustainable product, and also the disabled market.

Accommodation facilities for both dormitory style beds and individual bedrooms were recommended, although en-suite facilities were proposed for both types of accommodation.  A re-branding of the site as well as a marketing campaign aimed at both the conference market and individual travellers was highlighted as being key to achieving sustainable occupancy rates.