Floriane Chanalet-Quercy has been Sales and Marketing Director at Beam for the past two years, and has witnessed the reinvention of business tourism, which for a time was subject to restrictions caused by the Covid-19 pandemic.
She talks about her vision of the sector in a meeting full of resilience and optimism.
What was the state of business tourism when you took up your post?
At the end of February 2022, Covid hadn't completely disappeared, but the events sector was slowly starting to pick up again. Gatherings of more than 5,000 people had only just been re-authorised. I arrived in this in-between period, when the sector was going through a period of great questioning. Was everything now going to be organised in a hybrid format? Well, no! In fact, this pandemic has highlighted the extent to which the organisation of events is about bringing people together. The hybrid and remote formats, which are losing ground, don't offer the same quality of exchange to our customers and participants. This moment of doubt has finally given way to a new impetus, dominated by the importance of contact in creating social links and sharing knowledge. The success of today's business tourism is truly based on physical encounters. Take medical conferences, for example. Participants tell us that they learn as much in the lecture theatre as they do around the buffet or at dinner!
What is the strength of Beam's offering compared to the competition?
We are fortunate to be able to operate 5 complementary sites, with an offer that is completely in tune with the current expectations of business tourism. They are essential tools in our strategy. I'm thinking in particular of Hangar 14, whose magnificent terrace overlooks the Garonne. Pont de Pierre to the right, Pont Chaban Delmas to the left... The spot is ideal for hosting trade fairs for the general public and corporate parties or galas! The Cité Mondiale Convention Centre is also a real winner. Its human scale and auditorium are perfectly suited to the needs of businesses, which have exclusive use of the venue, with a hotel right next door. Right in the heart of Bordeaux, in the famous Chartrons district, with the tram opposite, and just a few minutes from the train station... These sites are perfectly suited to events on a local, national or even international scale, benefiting at the same time from the solid and comprehensive expertise of the BEAM teams in terms of support (welcoming delegates, setting up logistics, accommodation, catering...).
In a few words, how do you see business tourism in the coming years?
I think that business tourism will continue to develop, gradually focusing on the players in the sector (PCOs, event agencies, exhibition organisers), of which we are one. In this respect, we have a card to play thanks to the complementary nature of our commercial offering. Some will be seduced by the large spaces of the Parc des Expositions, a historic and emblematic site, connected to the Palais 2 l'Atlantique with its innovative architecture, inaugurated in 2019. Others will be attracted by the Palais des Congrès, with its contemporary architecture that makes the most of natural light.
I also believe that in the future, venues will be increasingly challenged in terms of sustainability. In line with our eco-responsible strategy, we have chosen to train our teams in sustainable events, and today we are very proud that BEAM is ISO 20121 certified. The experience and added value of the destination will become increasingly important. How can we put our region at the heart of our plans? All the auditoriums in Amsterdam and Oslo look the same, but the terrace at Hangar 14 is a real eye-catcher! Clearly, when participants arrive in the heart of Bordeaux, they should be able to say to themselves: ‘I'm going to learn something, I'm going to enjoy this attractive destination and I'm going to leave recharged with energy and knowledge’... Meetings have a future!
