Case Study: London & Partners achieves 133% conversion uplift and 66% RFP growth with Cvent

Using Cvent technology to grow a client base, strengthen relationships, and boost London's economy

London & Partners, the Mayor of London’s destination and business growth agency, promotes the city as a top meetings destination and supports 1,000+ venues across London. Faced with intense competition, rising numbers of enquiries, shorter planning lead times and limited staff capacity, the team needed a way to engage more event planners, triage and respond to high volumes of RFPs quickly, and keep business flowing into the city.

They adopted Cvent’s CSN Advertising and productivity tools (including the CVB copy feature and Supplier Network) to boost visibility, automate processes and speed responses—often within 24 hours. The result was a dramatically expanded client base and faster partner collaboration: reaching 112,000+ sourcing planners, a 66% increase in RFPs received via Cvent, a 133% rise in conversion rate, RFPs worth nearly £12M awarded when copied, and citywide response rates above 85–100% depending on channel.

London & Partners

Fiona Plumpton

Head of Convention Bureau Services