Marketing Essentials for Travel and Tourism

Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Examine the different categories and dimensions of events, using specific examples to
illustrate the differences...............................................................................................................1
Using specific examples of different categories of events, discuss the features and current
trends influencing the events sector.............................................................................................2
LO 2.................................................................................................................................................3
Design an event layout to correctly set up a conference or event room to meet specific client
brief requirement.........................................................................................................................3

Examine the additional services available within a conference or event environment and the
importance to provide them to meet specific client requirements for added value.....................4
LO 3.................................................................................................................................................5
Explore the different management roles within the event industry, with reference to current
job opportunities in the sector......................................................................................................5
Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations...............................................................5
LO 4.................................................................................................................................................7
Specify and explain the appropriate measures required to provide a secure and safe event
venue, a safe environment for guests and safe environment for events staff, providing specific
examples......................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Conferences and events entity are considered as part of hospitality sector and this is much
leading industry. Additionally, this also formed opportunities for individuals who desires
effective carrier into similar industry. Along with this, managing conference and events is
process wherein firm perform (Bailey and Hungenberg, 2020). Also, it conducts various
activities in order to organise event and conference effectively based upon targeted customers.
As per the scenario, the undertaken entity for this report is Holiday Inn, it operates into
hospitality industry and having headquarters is in Buckinghamshire, UK. The topics which are
going to be covered in this report are several event’s categorises and dimensions as well as recent
trends that influence event industry. Moreover, various management roles and skills which are
required to perform in event industry are explained. Apart from this, effective measures that are
required for performing administrative into safe and secure way for its guest are also discussed in
this report.
LO 1
Examine the different categories and dimensions of events, using specific examples to illustrate
the differences.
Within conference and event industry various dimensions and categorised are there which are
depends upon event type. Few of these are discussed underneath that Holiday Inn perform: Meeting: This is considered as an event in which communication can be led among at
least two individuals upon particular theme. Moreover, it may be classified into two such
as formal and informal. Formal one is just like casual gathering; it do not needs
tremendous areas in comparison with wedding occasions. Wedding: Respective event is considered as essential part which is organised through
colossal level where various groups of individuals comes together in order to appreciate
the eve. Moreover, the person services remember several abilities for this (Bennedsen,
Pérez‐González and Wolfenzon, 2020). Promotional event: It is considered as an event wherein Holiday Inn will organise special
events of items, services, products, music, and many others. This kind of event is
conducted through huge at enormous level.
1

 Product launch: This is also considered as vital event where Holiday Inn leads their
items organises event in which it represent its product. In this, quantities of individuals
are depends upon events sizes as well as friends delivers plan.
Along with this, there are various dimensions associated with event that respective sector
undertakes. Some of them are described below: Multi versus single event: This is considering as an event session which incorporates
above one event such as large carnival involves games, foods and other. While on other
side, another dimension of event is single which include singular event into this such as
book event (Brown, 2020).
 Live versus virtual event: The event basically undertakes into two distinct way like live
into whole event will perform in front of people such as musical and much more. While
other event that is virtual, it includes communication into individuals by sharing similar
kind of virtual surroundings such as web.
Emerging destinations and impact on tourism
Emerging destinations are those who have been a at hot spot within year on at
continuous level & enhances in positive trip advisor, feedbacks review ratings etc. For example-
there are several emerging destinations which are discussed below-
The Great Wall of China-
This is destination which has been always at emerging point in which it is to be
considered as greatest man made structure in world. As it receives 10 million tourists every
year.
Impact on tourism-
This destination has great impact on tourism, industry as it increases the economy scale
of country at higher scale which is also beneficial for development of tourism sector.
Stonhenge, England
It is also being as emerging destination for tourist as this historic monuments was built
from 2000 to 3000 BC. It is to be viewed as UK's most visited tourist attractions.
Impact on tourism-
This destination too has wider effect on tourism destination as it help United Kindom in
development of their society and community as well as increases living standard of living
people.
2

Using specific examples of different categories of events, discuss the features and current trends
influencing the events sector.
At international level, several events may be organised wherein all event has few particular
features which create them distinguish in respect of present trends that is differ of each event.
Some of them are discussed below: Corporate conference: It is considered as event wherein at least two corporate meet up as
well as drives meeting. It is performed at mid –level and for it huge amount is needed in
comparison to wedding. Moreover, it will be guided for 2-7 days however this is not
completed in above 6 to 10 hours. Also, their monetary plan is similarly not tremendous.
The present patterns that are undertaken into it are themes, meeting and many more. Wedding: This is characterising as competence wherein two people get drew into along
with each other for rest of its life. Moreover, it is normally a huge capacity as well as its
clients are families, they has overall age group visitors as well as huge chosen area that is
large as well as delightful (Cidik, 2020). Monetary plan of respective event is vast as well
as this might organise for 2- 3 days. For conducting respective event effective group of
individuals are using occasion in order to opt places, framework, dress and other. Within
this kind of event person’s wellbeing is essential problems for event firm.
 Carnivals or fair: This is considered as event that is also organised at larger level as well
as this will incorporate various small events into this like food and beverages, games and
many others. Guest of respective event are of whole age group individuals usually that
who are children and it also should require large budget for organising this. During this,
event will be based organiser present trends that are undertaken in this event are
advanced technology goods, eye-catching decoration and enjoyable aspects and others.
Global tourism-
It is defined as tourisms which occurs at international level or crosses national borders.
According to WTO, World Tourism Organisations, they defined global tourism as individual
travelling to another place for leisure, businesses purpose for more than 1 or between a year. It
is essential to analyse that in UK their were approximately 95 million tourists in country.
Comparing it with year of 2020, the rates of tourism is decreasing due to global pandemic
situation.
3

Picture showing data of international tourism
Beside all these, presently, COVID- 19 pandemic also has affect on event sector, therefore,
based upon event and entertainment management association, states that around 60 million
employees have been impacted directly as well as their employment is at risk as overall
important events get postponed or cancelled. Along with this, they bear losses of about 3,000
million and pandemic affects outbreaks its business. Additionally, this drives towards
conferences cancellation, exhibition (MICE) events and many more. Moreover, the positive
impact of this on event industry is predictable to last for months in which at initial two months
affect alone is pegged above 3000 to 5000 million at least (Coronavirus impact: Events,
entertainment industry says Covid-19 hit 60 million livelihoods, 2020).
LO 2
Design an event layout to correctly set up a conference or event room to meet specific client
brief requirement.
In order to conduct events as well as conference in effective manner, this is essential for
event firm to undertake various aspects that initiates from planning to ending of event (Hooge,
4

Dalmasso and Garcias, 2020). In respect of Holiday Inn, they has undertaken various factors, that
are discussed underneath: Room layout: This is considered as one of the essential factors that has to be undertaken
through individual lodging while at similar time organising event. It is so as into this case,
management opt some area for huge number of guest thereafter this would be choking for
whole groups of individuals. Therefore, this is crucial for them to select reasonable size such
as room state as highlighted through customer’s proportion that should be not much. Needs of guest: It is essential for lodging to constantly focus upon desires, requirements for
guest as they are paying for this as well as it is their rights to make work done through them.
In context of Holiday Inn, its management initially organise effective get together with its
clients that assists them to understand its requirements as well as desires during their plans. Daily package rate: The rate of various events will be deeply influences upon client
preferences so this is primarily for specific lodging the board for undertaking it viable
manner that assists to retain employees (Kayani, Tanavin and Jneid, 2020). In addition to
this, Holiday Inn board’s can develop various meeting or events based upon consumer’s
plan. It will aid them to influence guest for accomplishing their requirements effectively.
 Number of guest: It is essential or event firm to constantly undertake guest quantity who
will went to event as this aids them to developing plan or method whole in effective way. in
respect of Holiday Inn, through undertaking this factor it can able to develop legitimate
preferences determined with room, food as well as visitors plan and others.
Examine the additional services available within a conference or event environment and the
importance to provide them to meet specific client requirements for added value.
At the time of events, there are various number of services that are obtain through guest.
By providing additional kind of helps event firm ready for satisfying desires of its targeted guest.
Some of the additional services that are rendered through Holiday Inn are discussed underneath: Conference calling facilities: It is crucial for formal event such as entity meeting or get
together in which they require to perform video calling. In respect of holiday Inn, it sort
out conference so it has to facilitates telephone call office with intent that meeting would
be done effectively. Catering services: This is effective as main services that are provided through event
entity during functions. As highlighted through which it render assortment of food and
5

beverages to guest in order to obtain appreciation effectively without feeling any kind of
starving as well as arid (McLauchlan, 2020).
 WIFI Service: It is considered as one of the efficient factor that is provided through each
individual event firm. This is so in highlights of facts which is currently essential for all.
In context of Holiday Inn, it organise various events such as wedding, meeting and many
others as well as for it, web office accessible is vital.
Therefore, the above discussed are few additional factors which has to be undertaken through
Holiday Inn during events or conference
LO 3
Explore the different management roles within the event industry, with reference to current job
opportunities in the sector.
Within hospitality or event sector there are various opportunities of jobs that assists entity in
attaining its pre-determined goals and targets. Their jobs or profile of employment are
interrelated with one another as it similarly perform task co-ordinately for this whole attain its
objective through accomplishing work efficiently (Okumus, 2020). From that few essential job
present within Holiday Inn are discussed underneath: Marketing head: The principle ability of highlighting departments associated with person
is towards those activities that develop its operations, events, management team and for
those they restricted period such as promoting practices through several means. For this,
print media, computerise means, internet based life and much other. moreover, At
Holiday Inn, marketing head guide all of these practices for enhancing the huge number
of guest and organise more events efficiently.
 Event manager: It is considered as effective management role as person who performs
various tasks so as to organise events appropriately at specified time. Activities led
through person at Holiday Inn are event organising, different assets, coordinating teams
and much more. Along with, they also drives meeting with guest so as to understand its
requirements in context of events so that their management can able to organise that
accordingly. Therefore, respective firm manager will consequently book places as well as
develops plans as per customer demands.
6

The above management roles are performed effective jobs that are available within Holiday
Inn, by that they can able to attain its goals in successful manner. Along with it, these all perform
their task with effective coordination so that it may accomplish goals effectively and efficiently.
Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations.
There are various kind of management skills as well as personal attributes are needed for
performing into events such as that competencies are also crucial for accomplishing consumers
desires (Sands and et. al., 2020). From that proficiencies as well as attributes few vital
competencies that are undertaken through Holiday Inn board members are discussed below:
Management skills Quick decision making skills: This alludes to proficient as shown through which it is
essential to have fast decision making capability within staff members who are
performing into event sector upon bases which at few point it require to undertake
decisions instantly. Therefore, on the job they did not has any individual’s capability, at
that time it may have to face problems such as delay into activities and others.
 Problem resolving skills: This is considered as one of the essential competency that are
needed to perform in event sector highlighting the facts that there are various situations
occurs are determined with person problems (Sealy, 2020). Therefore, through respective
skills Holiday Inn, employees may able to manage conflicts or any other problems
associated with situation in effective manner. Moreover, this will similarly assists them to
sustain or deal with each situation in different manner.
Personal Attributes Professional conduct: It alludes towards attribute based upon that this is essential to have
competent capabilities in person who required for proceeding with its vocation into event
sector upon the base that by respective credit it ready to interact with other in effective
way. In addition this, it will similarly prompt attainment of considering or performing in
compel manner that aids in achieving goals effectively.
 Personal attitude: In order to perform or developing work into event sector, respective
attributes is essential as well as it will include some elements such as relational
capabilities, character and other. Moreover, it is vital since they required for speaking
7

with others in consistently as well as effective feature will assists them to draw and
convince others.
So, there are various effective traits as well as competencies that are undertaken through
Holiday Inn the associates while hiring any person for particular activity work (Sheikh and
Malviya, 2020). It is so on bases which by this they ready for employing suitable person for
effective practices.
LO 4
Specify and explain the appropriate measures required to provide a secure and safe event venue,
a safe environment for guests and safe environment for events staff, providing specific
examples.
There are several measures that are undertaken through entity so as to provide safe and
security to guest, safety situation to customers, from that few main are described underneath that
may be taken through Holiday Inn in order to develop appropriate meeting as well as event.
Facilitating safe as well as secure venue: Assuring emergency services: During the event, there would be possibilities that any
occurrence can emerge due to that event get bust in order to get rid from respective kind
of cases Holiday Inn can guarantee whole crisis facilities, such as fire security, medical
aid and other.
 Performing risk management: In respect of Holiday Inn, they have to undertake whole
components that can occur at events such as hazardous food, crowed guest and others
(Sismondo, 2020). Moreover, in this context person lodging should undertake safety as
well as security, sanitation, fire extinguishes, stockpiling and many more in order for
guarantee guest venue.
Facilitating safety as well as secure atmosphere for guests: Security and crowd management: In context of guarantee safety of guest individual
lodging can assure security just as executives are highlighted through that it can enrol
overall guest through its evidence like ID. Along with this, it can similarly launch
security filtering machine in order to protect the safety of guest at events.
 Ready for disputes resolution: At event, there will be possibility that conflict can come
forward with intent that this is responsibility of Holiday Inn to drive effective services of
8

staff so that it may solve conflicts at this phase. By this, they become capable for
maintaining strategic decision for few crucial problems (Succar and Poirier, 2020).
Secure as well as safe atmosphere for employees Undertakes overall legal factors: This is consider as one the essential considerations that
should be undertaken through specific lodging in order to guarantee safety as well as
security of staff. Within it, they can receive different effective norms and standards such
as Employment act, data security act and many more.
 Rendering training and development: Holiday Inn can prepare as well as develop
meeting to its employees so it may realise how to drives towards work in secure as well
as safe manner in order to maintain strategic distance from problems (Zadesenets, 2020).
It will similarly prompt guiding of valuable task as well as lawful period.
There are few essential measures or activities that are key consideration through Holiday Inn
in order to organise event as well as gathering into lawful as well as gainful manner.
CONCLUSION
Based upon the above report, it has been concluded that at present competitive environment
of business atmosphere, conference as well as event industry is leading as faster manner which
outcomes in various benefits like develop economy, effective living standards, job opportunities
and others. In event industry, there are several functions such as wedding, meeting etc. Also,
there are many classification of exhibition such as carnivals, trade show and so on as well as
there is also numerous religious festivals, music, food and drinks and other. In addition to this,
there are many factors which have to be undertaken through organiser of events such as audio
needs, packages and many more. Apart from this, management roles are performed effective jobs
that are available within firm, by that they can able to attain its goals in successful manner. Also,
There are several measures such as undertaken whole legal factors, security and crowd
management and many more that are undertaken through entity so as to provide safe and security
to guest, safety situation to customers.
9

REFERENCES
Books and Journal
Bailey, A. W. and Hungenberg, E., 2020. Managing the rock-climbing economy: a case from
Chattanooga. Annals of Leisure Research, 23(2), pp.165-183.
Bennedsen, M., Pérez‐González, F. and Wolfenzon, D., 2020. Do CEOs matter? Evidence from
hospitalization events. The Journal of Finance, 75(4), pp.1877-1911.
Brown, J. D., 2020. Potential adverse drug events with tetrahydrocannabinol (THC) due to drug–
drug interactions. Journal of clinical medicine, 9(4), p.919.
Cidik, M., 2020, November. Project-managing the social value of built assets: a call for a focus
on value manifestation. In Proceedings of the 36th Annual ARCOM Conference (Vol. 36,
pp. 35-44). Association of Researchers in Construction Management (ARCOM).
Hooge, S., Dalmasso, C. and Garcias, F., 2020. Is intrapreneurship scalable? The challenge of
managing a massive internal startup call.
Kayani, W.T., Tanavin, T. and Jneid, H., 2020. Managing Acute Coronary Syndromes in Older
Adults With Chronic Kidney Disease: Are We There Yet?.
McLauchlan, A., 2020. Managing Climate Risk: Reducing Emissions and Achieving Net Zero
Targets.
Okumus, B., 2020. How do hotels manage food waste? evidence from hotels in Orlando,
Florida. Journal of Hospitality Marketing & Management, 29(3), pp.291-309.
Sands, S., and et. al., 2020. Managing the human–chatbot divide: how service scripts influence
service experience. Journal of Service Management.
Sealy, W. C., 2020. Managing the Risks: An Observation of Crowd Management and Other
Risks Associated With Outdoor Music Festivals in the UK. In Legal, Safety, and
Environmental Challenges for Event Management: Emerging Research and
Opportunities (pp. 55-83). IGI Global.
Sheikh, J. and Malviya, B., 2020. Managing Cyber Risk and Security In Cloud
Computing. International Journal of Advanced Computer Technology, 9(4), pp.01-06.
Sismondo, S., 2020. Ghost-managing and gaming pharmaceutical knowledge. Gaming the
Metrics, p.123.
Succar, B. and Poirier, E., 2020. Lifecycle information transformation and exchange for
delivering and managing digital and physical assets. Automation in Construction, 112,
p.103090.
Zadesenets, I., 2020, October. Problem-Solving Tools as Methods for Managing the Information
Content of Systems. In International TRIZ Future Conference (pp. 88-100). Springer,
Cham.
Online
Coronavirus impact: Events, entertainment industry says Covid-19 hit 60 million livelihoods.
2020. [Online]. Available Through:<
https://brandequity.economictimes.indiatimes.com/news/media/coronavirus-impact-events-
entertainment-industry-says-covid-19-hit-60-million-livelihoods/74821842
10