Flair at Royal Berkshire

Background

Flair is an invitation‑only network for EAs, PAs and event ambassadors of Exclusive Collection. It was created as a way to recognise, reward and give back to professionals who spend their careers supporting others.

The annual showcase event is designed to support the network through shared knowledge, insight and collaboration, bringing together like‑minded individuals who are ambitious, curious and keen to stay ahead of the game.

Purpose of Event

The event brings together Exclusive Collection’s supporters for relevant business learning, while also acting as an important showcase for the brand.

The most recent edition at Royal Berkshire explored the theme of ‘Driving Change in a Connected World’, examining how we work and express ourselves in an increasingly digital environment.

Objectives

Use high‑profile speakers to impart knowledge, encourage learning and spark candid conversations among attendees.

Showcase Royal Berkshire as an ideal destination for business retreats and learning and development events, while increasing awareness of the wider Exclusive Collection portfolio.

Utilise the full scope of the hotel through varied event formats, ensuring delegates experience the entire property and grounds.

Key Considerations

Bring to life Royal Berkshire’s positioning as a 'A home from home to make your own'.

Reinforce the hotel’s B Corp certification through local and seasonal food and drink choices, alongside visible sustainability measures within the meeting spaces.

Demonstrate Exclusive Collection’s approach to modern event design in response to reduced attention spans.

Outcomes

Using Exclusive Collection’s insights into Attention-Based Design, Flair was conceived to create moments of presence, challenge and shared understanding. Event formats and spaces were intentionally designed to promote conversation, collaboration, engagement and overall effectiveness.

Drawing on Attention-Based Design principles, each speaker was briefed to maintain delegate attention by introducing a new engagement technique every two to five minutes. These techniques included shifts in tone of voice, change of visuals, audience prompts and reactions, and the use of personal storytelling.

Exhibition spaces encouraged interaction and exploration of other hotels within the Exclusive Collection portfolio.

Guests experienced an outstanding speaker line-up, including Henry Coutinho-Mason, who reassured attendees not to panic about the rise of AI, reinforcing the idea that people who understand people will always win.

Emily Partridge of eaVolvE Ltd led discussions on visibility, privacy and how much of ourselves we choose to share online, while Nicky Denegri explored the six factors of influence.

Reflecting our B Corp certification, our event spaces were designed with sustainability in mind: glass boards replaced paper flipcharts;
recycled pads and Sprout seed pencils were provided for note-taking; and water was served in glass bottles sourced from the South Downs to reduce transport emissions. Any water left behind in half-used bottles after the event was collected and reused across the grounds.

When it came to food, the menu was local, seasonal and nutrient-rich. Dishes included turkey and chorizo paella, poached baby fennel with pickled carrots and braised lentils. Desserts included passion fruit and ginger tart, and crème brûlée with caramelised banana skin.

As part of our commitment to minimising food waste, other items served throughout the day included smoothies made from surplus vegetables and cookies created using recycled coffee grounds. Ingredients were sourced from Berkshire and the Surrey Hills, and 70% of our annual food spend goes to suppliers within 50 miles.

Surplus food was shared with the community through Olio. Last year alone, we saved 90kg of edible food; enough for around 200 meals.

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Always innovating, a breath of fresh air in business.

Our hotels and estates are not just bricks, mortar and acres of land, they are places where ideas are born, team bonds are formed, and no two experiences are ever the same.

Proudly the first hotel group to become a B Corp,our commitment to people extends to every group and guest. Creating events that are not just sustainable and positive for the environment, but understanding your needs and creating bespoke itineraries and experiences. Putting your team's wellbeing at the forefront with circadian synced event design, brain boosting snacks and so much more.