Research report proves that fun aids business: study commissioned by Alton Towers Resort

By Alexandra Bertram

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New research released today, undertaken by post-graduate business students at Sheffield Hallam University, has proven fun is a key influence for successful work related learning.

The report, commissioned by Alton Towers Resort, brings together results from a survey of over 100 employees from business enterprises and large corporate organisations. The questions were chosen following a focus group, which identified key elements, factors and perceptions associated with work related learning.

In-line with Alton Towers Resort’s ‘Business with a Twist’ approach to conducting corporate events, the research investigated the concept that ‘fun improves learning’ by combining academic theories with organic research. The report highlights a clear connection between fun and corporate events. 57% of respondents said they would be able to concentrate more on the work based task or activity if there was an element of fun added.

For event planners looking to increase the appeal of corporate events and for employers wanting to maximise the effect of their events by increasing delegate engagement, a combination of fun and serious learning offers a solution.

Key findings from the 2014 Fun Improves Learning Report include:

  • 52% of respondents find standard conferences boring, indicating they would be less receptive and engaged than the 60% of respondents that said they would be more interested in corporate events if there was an element of fun added to the learning process.
  • Companies investing in work related training want to see positive results that will benefit the business. Interestingly, respondents wanted similar results from such activities with 55% hoping to improve their skills and 48% wanting to progress theirleadership abilities and gain knowledge.
  • Respondents also wanted to further their personal development and improve their working environment with 46% wanting to see significant self-improvement and gain practical experience and 51% looking to build new business relationships.

Rachael Cotton, head of trade and corporate sales at Alton Towers Resort explains: “Teaming up with Sheffield Hallam University has allowed us to produce a report that supports and proves adding an element of fun into a corporate event increases delegate engagement and the effectiveness of workplace education. We strongly encourage event planners to include an element of fun in their corporate event and we will continue to add new and innovative ways to our portfolio to enable this to be done successfully”.

To book a corporate event at Alton Towers Resort please email or call 0871 2221611.

Keep up with the latest corporate event and business news by following the Alton Towers Resort team on Twitter: @ATConferences.




About Alton Towers Resort

Alton Towers Resort’s extraordinary collection of corporate event venues for occasions of all shapes and sizes offer a fun and stimulating environment. From meetings for 16 guests, conferences for 500 and spectacular awards dinners for 400 in the Alton Towers Conference Centre, to marquee events for 3,000 or buy-outs for 5,000+ in the Alton Towers Theme Park, a whole host of added extras are available to allow event and conference organisers to shape and enhance their event. The resort boasts one of Europe’s largest waterparks, a luxurious spa, two 9-hole adventure golf courses and the most exhilarating selection of theme park rides available in the UK.

A flexible selection of corporate packages guarantee ‘business with a twist’ and can be tailored to meet the requirements of a small team wishing to hire a room for a day, to an entire corporation looking for an exclusive theme park buyout.

The Alton Towers Hotel has 118 Discovery bedrooms, 41 Moon Voyage rooms and 16 themed rooms including The Smiler themed room (perfect for VIPs or event organisers). Each bedroom offers every comfort you’d expect from a high quality hotel and plenty of special surprises – where else in the UK could you wake up in a bed shaped like a giant bath tub or hot air balloon? The Alton Towers Hotel is also home to three fantastically themed restaurants: The Secret Garden Restaurant, The Emperor Grill, and The Atrium, as well as the relaxing Dragon Bar which is the perfect location to enjoy a drink and wind down at the end of the day.

The Splash Landings Hotel has 216 bedrooms including two Ice Age themed rooms, inspired by the brilliant films, and pirate themed bedrooms. The hotel’s beautifully designed Beachcomber rooms recreate an authentic beach hut style with driftwood furniture, window shutters and exotic fabrics, as well as all the standard facilities you would expect. It’s the only hotel in the UK that transports you to a relaxed Caribbean village.

For media enquiries please contact:

Alexandra Bertram

Custard Communications

Tel: 01483 740747