 A year after the Meetings Industry Association (MIA) launched the industry’s only national quality assurance scheme Accredited In Meetings (AIM), just how have its members responded – and is it the guarantee of excellence buyers have been waiting for?
Since its launch in April 2007, the MIA has been swamped with applications from hundreds of existing and new venue and supplier members for entry to AIM.
The scheme, which offers assurance to buyers that members will deliver their promise of exceptional standards, has had the impact the MIA hoped for and is fast becoming a universally recognised indicator of quality for meetings space and services.
In just the past few weeks the MIA has processed AIM applications from 37 organisations across the country, with more coming in on a daily basis.
All applicants must pass the Entry level assessment to qualify for AIM status, and venue members can go on to achieve Silver and Gold level if they meet advanced criteria such as excellent customer service, innovation and a commitment to continuous improvement.
 Jane Evans, MIA chief executive (pictured), said: 'I am delighted to be seeing a rush of applications for Silver and Gold levels, venues are racing to be first to be able to demonstrate their exceptional standards and service levels to clients.
'It’s really very encouraging and indicates a strong desire within the industry to ensure delivery of the very highest levels of service. The scheme was designed to encourage best practice and exceptional service and clearly it is doing exactly that.
'There is a clear indication that organisations want to obtain this unique industry standard with a rapid increase in membership applications.
'There has been a huge amount of interest from the Destination Management Companies with many seeing AIM as a way to give destination confidence to buyers. Destinations such as Merseyside, Chester & Cheshire, Cambridge and Northamptonshire are all encouraging their members to apply for AIM.'
AIM Entry level accreditation involves three distinct elements; legal compliance, adherence to the MIA CODE, meeting facilities grading. To qualify, members meeting facilities must achieve a minimum grading score of 60 per cent compliance. Accreditation is renewable annually and all members will have to produce a portfolio of relevant documentation as evidence to support their application.
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