At the QEII Centre, association events aren’t just meetings, they’re hubs of knowledge, innovation, and global collaboration. Leading the Centre’s engagement with professional and membership-based organisations is Catherine Cook, Global Lead for Associations. Catherine shares her insights on what makes association business unique, why London and the QEII Centre are world-class choices for events, and how she helps associations create lasting impact.
Understanding Association Business
“My role focuses on promoting both London and the QEII Centre as a premier destination for national and international association events,” Catherine explains. “In practice, association business means working closely with professional organisations – especially within Life Sciences, Technology, and Finance – to understand their goals, challenges, and long-term strategies.”
Catherine’s work involves building trusted relationships with association leaders, industry influencers, and ambassadors. These connections help identify opportunities for collaboration, support bid developments, and ensure the QEII Centre is positioned as more than just a venue – it’s a partner in delivering meaningful events.
Research is also key. By analysing trends, decision-making drivers, and upcoming congress opportunities, Catherine ensures that the QEII Centre remains at the forefront of the global association community.
The Reward of Relationships
“What I enjoy most about working with associations is the relationships I build,” she says. “Even if we don’t win a bid in a particular year, staying engaged and nurturing connections often leads to future successes for London and the QEII.”
Catherine is particularly inspired by association leaders who are motivated by impact rather than profit. “It’s incredibly rewarding to be part of events that can influence real change- especially in healthcare, where new medical insights or treatments can improve lives. That makes the role truly worthwhile.”
Why the QEII Centre Works for Associations
The QEII Centre’s central Westminster location, accessibility, and proximity to over 6,000 hotel bedrooms make it an ideal choice for association events. But Catherine believes it’s the people and service that set the Centre apart.
“Our experienced team understands the needs of associations and works closely with organisers to deliver events that run smoothly. Our award-winning in-house audio-visual team also provides cutting-edge technology, including live links to hospitals and institutions for educational content.”
Flexibility Is Key
Associations value venues that offer patience and support. Decision-making can be complex, budgets may fluctuate, and approvals often require committee sign-off. Catherine highlights the importance of flexible deposits, payment schedules, and partnerships with Professional Conference Organisers (PCOs) to help associations navigate these challenges seamlessly.
“Flexibility, understanding, and time to work through processes without pressure are what make the QEII a trusted venue for associations,” she notes.
Supporting International Associations
Bringing international associations to London requires coordination, insight, and personalised support. Catherine acts as a central point of contact, providing detailed guidance on delegate costs, accessibility, venue capabilities, local logistics, and city highlights.
“I also connect associations with the right partners, PCOs, hotels, exhibition stand builders and work closely with London & Partners on local regulations. This ensures associations can confidently choose London and the QEII Centre as their event destination.”
Sustainability and Legacy
For Catherine, sustainability and legacy are more than buzzwords, they’re integral to modern events.
“Associations want to host environmentally responsible events aligned with their values. The QEII Centre supports this through energy efficiency, waste reduction, sustainable catering, and paperless solutions. Our Greengage ECO Smart Gold Award demonstrates our commitment.”
Legacy also matters: partnerships with universities, student engagement, and initiatives that continue after the event create lasting impact for both delegates and the London community.
Memorable Moments
One standout event Catherine mentions is the British Thoracic Society (BTS) Winter Meeting. “This flagship medical event brings together respiratory physicians, researchers, and healthcare professionals for three days of scientific exchange, clinical updates, and networking. It’s a prime example of how association events at the QEII Centre can foster collaboration, innovation, and lasting impact.”
Catherine’s work demonstrates that association events are more than logistics, they’re about people, partnerships, and progress. By championing London and the QEII Centre, she ensures that every event creates opportunities, inspires change, and leaves a legacy that lasts well beyond the closing session.