Last week I was reporting to an audience of over 80 colleagues on the progress of an IT project when one of them asked a question that knocked me off balance. I simply didn't have an answer for it. As I cast my eyes about for inspiration, it suddenly came to me, not in the form of any useful retort, but rather as the comforting realisation that, skewered as I was, mine was hardly the toughest situation anyone had encountered in this place.

We were gathered in Malta's Mediterranean Conference Centre, built in 1574 by the Knights of St John as a hospital for up to 914 souls wracked by medieval disease and injury. I might be feeling momentarily vexed, I thought to myself, but I was sure I would get over it.

Later, watching technicians set up a stage for another event beneath the dramatic ceiling in this fantastic, 155m-long former hospital ward, I asked the venue's marketing manager what kind of groups used it. I wasn't surprised to learn that, because of its history, it is a popular venue for pharmaceutical conventions and medical product launches.

Unusual venues are increasingly popular with event organisers who recognise that the disadvantages, such as temporary catering facilities, awkward room shapes and WiFi-defeating stone walls, are often outweighed by the inspirational qualities that such venues can bring to a corporate event. Research by the British Association of Conference Destinations (BACD) indicates that one in six UK events last year were held in "unusual" venues, such as stately homes, museums, ships, or historic industrial sites. The BACD claims those venues now represent 18 per cent of the UK's 3,500 event locations.

The benefits are clear. An unusual venue draws more interest and often more delegates, and adds longevity to an event. The event is also more likely to be remembered, which is handy when there are so many different events. Moreover, venues associated with nobility, professional success, technical expertise or towering ambition, such as palaces, livery halls, railway museums or football stadia, can be inspirational.

My own professional guild is currently seeking a venue for its 450-guest gala awards dinner held in November each year. It's usually held at the Savoy in London, but this year is homeless, while the hotel is renovated. I know the organisers are in negotiation with two other traditional hotel venues, but I've just phoned Arsenal's Emirates Stadium to see if the date is available, just in case.