Cape Town's new data capturing system pays off

THE results of the DOME - the acronym for Data on Meetings and Events survey (the Cape Town Convention Bureau contributed US$1 000 or approximately R8 470 to the development of the system early last year) are proving to be a "resounding success" for the meetings industry. Rick Taylor, chief executive officer of Cape Metropolitan Tourism says the DOME System's ability to track the number of hotel rooms and airline seats sold for a particular convention anywhere in the world, allows destinations to compare data on an apples-for-apples basis. "Everyone benefits from this system As a convention bureau, we will have instant materialisation data for our members, and thus more credibility. Airlines can track their results, and for the first time evaluate their pricing and marketing in relation to conventions. Meeting planners will gain valuable data which will help negotiations, and save them money, as they will be able to prove they have accomplished the numbers required to satisfy attrition clauses in hotel contracts. Delegates will benefit because the convention can better plan and negotiate arrangements on their behalf." Taylor says this type of data provides the opportunity to develop closer mutually beneficial relationships with airlines servicing the Cape Town market. "If we as a convention bureau can speak intelligently with the airlines about volumes, sectors and market shares, they will take more interest in our MICE (Meetings, Incentives, Conferences and Exhibitions) marketing activities." DOME is an international non-profit research foundation, with a mission to improve the quality and accessibility of global research and data on the world's convention and meetings industry. It was established by international convention industry associations, including the International Association of Convention and Visitor Bureaux (IACVB) and the International Congress & Convention Association (ICCA). (Adéle Mackenzie)