Hospitality Industry Analysis & Trends

This assignment requires a critical analysis of current trends and challenges within the hospitality industry. Students are expected to examine various aspects including management practices, marketing strategies, customer service, and sustainability. The analysis should draw upon provided academic sources and demonstrate an understanding of the interplay between rival logics like management and marketing in shaping the industry's future.

CONFERENCE
AND
BANQUETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
TASK A...........................................................................................................................................3
a) Size and scope of conference and banqueting in UK ............................................................3
b) Analysing different influences which have shaped the given industry ..................................4
c) Evaluation of performance and quality review techniques ....................................................6
d) Factors to be considered when organizing off-site conference and banquet .........................7
e) Key menu for conference and banquet events ........................................................................7
TASK B............................................................................................................................................8
a) Strategic and operations issues involved in effective management .......................................8
b) Evaluation of suitability range of production system and style of food and beverage style
for event ......................................................................................................................................9
c) Ergonomic consideration for event ........................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES...............................................................................................................................11

INTRODUCTION
Conference and Banqueting is considered as a part of the hospitality sector where certain
events are done in form of wedding gigs, parties, dinner, conferences, etc. UK is now becoming
as a major hub for different types of corporate companies and it shows different opportunities
which persist for the entrepreneurs (Henderson, 2011). This booming demand of UK corporate
sector has enhanced the demand for different types of hospitality services and with this
conference and banqueting has got the major importance. Conference can be defined as an
academic, business, professional, trade meeting which exist between different parties who
working same or different organisation. On the other hand, banquet is a charitable gathering a
celebration which involves a large mass of individual. This present document has been prepared
in order to understand the size and scope of conference and banqueting industries within UK.
Further, this report will also showcase on strategic and operational issues which exist at time of
managing particular event.
TASK A
a) Size and scope of conference and banqueting in UK
From last one decade or so, the conference and banqueting sector within UK has got an
enormous hike and with this, their exist growth and development in this sector immensely.
Moreover, mentioned country is giving stiff competition to different other countries in
conference and banqueting sector (Roy and Cornwell, 2003). Further, each and every global
hospitality venture possess this facility because apart from satisfying their leisure guest,
conference and banqueting increases ventures revenue, growth and productivity. It provides
diversification in the hospitality sector and with this firm gets competitive advantage over their
rival competitors who works in same industry.
Moreover, from the research it has been found that people who attend meeting,
exhibitions, conferences in UK are much higher as compared to the one's who comes for
spending vacations. Further, nowadays UK is becoming a business hub and top executive's
comes from different countries to have their corporate meetings (Smit, 2000). Moreover, UK has
turned out a crucial player in hospitality sector worldwide because organisation provides services
at best of the price to their different clients. Moreover, the market of hospitality in UK has been

estimated approximate £20 billion to UK economy which will include spent for different
occasions which is done by the representative or the organiser.
Further, it is found that the size of conference can be measured on different basis and they
can be in form of small, middle and large ranged depending on the day conference would be held
and also the number of individuals who will participate for the particular conference. A small
ranged conference is generally done for a single day and participants who took part under this are
around 500-600. Further, medium range conference generally held for around 2-3 days and the
number of individuals who attend such conference ranges from 800-1000. At last, their exist a
large range conference and the duration for the same is around a week. Further, the number of
participants who take part in the same ranges from 2500-3000.
Further, there exists around 6800 conference and banquets venues in UK and mostly of
them are under the name of big hospitality brands like Hilton, Marriott, Ritz-Carlton, etc. There
also exist abundant number of meeting rooms which is also provided even by a small hospitality
venture (Szende, 2009). Moreover, one essential element which is required in conference and
banqueting is availability of important assets with upgraded facilities. This can be in form of
projector, a large screen, adequate sitting arrangement and giving necessary elements to attenders
at the time of conference. There scope is vast and the same can be seen with the contribution they
are making into travel and tourism sector. These hospitality firms generally emphasise on giving
best of the services to the customers so that they can increase their revenue as well as
productivity. Apart from it, managers also knows that they are only the major source of their
income. Further, the size and growth of hospitality firm is increasing on constant basis and it is
necessary for the business venture to take different initiatives to attract customers towards it.
Meeting are one of the major platform which is improving the brand image and profitability level
of business venture. Different conferences are taking place and mostly it is done by MNC's
because head of different arena gathers at a particular place.
Furthermore, there are different types of venues available which hospitality venture
provides to the clients and customers. These are majorly indoor and outdoor venues. Further, in
UK only, there are thousand of independent venues. Football venues, castles, halls are also made
venues when there exist any program or occasion. Conferences on the other hand are also of
different types and manager of hospitality venture has to arrange the same accordingly. There are
public conferences, conferences with exhibitions, virtual conferences, etc. Banqueting is one of

the important branch of catering which consist of informl. Semi formal and formal banqueting
styles. Further, the banquet functions are of different types and some of them are
 Formal lunch or dinner
 Reception
 Buffets
 Traditional event
 Outdoor Catering
These banquets are generally done at the time of wedding, anniversary, birthday party,
festivals, get together, etc.
Moreover, hospitality sector is getting success in relation to their conference and
banqueting services because they are linked with different event managers and organisers. These
individuals have a short term relationship with these hospitality firms and both emphasise on
increasing their income. Thus, they can also known as main player for increasing the sale and
turnover of hospitality sector (LIFE CONFERENCE & BANQUETING, 2016).
b) Analysing different influences which have shaped the given industry
There exist various factors which are generally responsible for the conference support and
development. Some major factors which have influenced the hospitality sector in UK are
economic development, political factors as well as the climatic change. Moreover, there also
exist number of factors which helps in shaping the industry in UK (Ballantyne, 2006). To find
the major factors, elements of external environment has been taken into consideration and the
brief explanation of the same has been discussed down under:
Political:
 Conference and banqueting industry within the UK is providing immense support to
economic condition of the nation. This sector is also considered as a major contributor in
GDP of the nation and give their best in the growth and development of the nation.
Further, UK government is also playing major role in boosting the performance of
hospitality industry and framing favourable policies so that hospitality firms can operate
in effective manner.
 Government has done major changes in their Visa procedures because any individual who
arrives for attending meetings or conference, has to fulfil some legal formalities which

are linked with Visa procedure. Now, local body has simplified this procedure with an
aim to increase more of the conference and meeting within the country.
Economic:
 The major factors which impact the economic development of the sector are increasing
interest rates, exchange rates, inflation and disposable income of the customers.
 With increase in international trade, the transfer of goods and services within UK has
been increased in significant way (Eiriz and Wilson, 2006). Moreover, as UK comes in
European Union(EU), there exists free trade policy within countries of EU which helps
nation to generate more of the employment and production.
 This activity has generally enhanced the movement of business people within the
destination and hospitality ventures are called for introducing meetings and conferences
at a large scale.
Social:
 Change in needs and demands of customers play an effective role in the service industry.
Hospitality sector is customer oriented industry and thus it is necessary for them to
consider all the minute aspects of customers needs. For instance, increasing trend of
destination wedding has influenced the working of this sector and firm have to make
many changes in their existing facilities.
 Further, the hospitality sector is considered as one of the largest employment sector in
UK where almost 21% of the population of Britain is engaged in hotel and catering
business.
 Hospitality sector also has to satisfy certain needs of their valuable clients because they
are their real assets. Therefore, ventures have to come up with certain new menus which
satisfies maximises the customers wants in effective manner. This will certainly help firm
in increasing their revenue, productivity as well as goodwill.
Technological:
 Technology is upgrading on constant basis and high tech technology is eventually
shaping up the performance of conference and banqueting sector. Hospitality industry
majorly relies on their technology and it is necessary for the firm to have complete
software solutions (Vrana and Zafiropoulos, 2006).

 Video conferencing is a type of technology which has enhanced the way of conducting
meeting where top executives of different locations can interact with one another at the
same time. If these types of services are not available in the hospitality venture then it can
influence their revenue and productivity upto great extent.
Environment:
 Hospitality ventures is abided by the environment law and they have to use best of the
technology and process in order to conduct their operations. Global firms like Hilton and
Marriott use different types of eco-friendly techniques in order to reduce the pollution
and enhance more of the contribution in growth and development of society and nation.
Legal:
 Some of the legal factors which hospitality sector has to consider is in form of health and
safety instructions, customer civil rights and rules, labelling of products, safety of
products, etc (Williams, 2006). Further, their exist many changes in the UK laws and
regulations which has influenced ventures operations.
c) Evaluation of performance and quality review techniques
The performance of the hospitality industry is mostly depended on success of the c
conference or business meeting. The better conduction of the conference will require active
human participation and increase the support of management which will certainly help in better
management so that it will increase the success of the hospitality venture. Further, the
performance of hospitality industry will be the base of their success and firms will try to enhance
the same with the conduction of every meeting and conference.
Majorly, the quality of the products is seen in their kitchen department and venture has to
provide best of the food services to their clients in order to get future attractions from them.
Moreover, kitchen department of any hospitality firm need to be bide with professional kitchen
equipments which can provide cooking with high class of standards. Further, all the progress
have to be done by considering the compliances and food safety laws which is formulated by UK
government (Dixon and et. al., 2014).
Further, their exist some key strategies for performance and quality which hospitality
organisation have to consider and some of them has been discussed down under:
 Using professional kitchen equipments
 Employment of skilled staff and professional managers

 Implementing food and safety control
 Introducing different quality and variety of food services
 Well managed marketing source for promoting services
Moreover, in order to improve the quality of food, their should be training session of
employees which need to be conducted by production or HR manager within the venture.
Further, it is necessary for enterprise to increase the production for both of their restaurants and
banquets.
Following are the different performance evaluation and review techniques that can be used by the
organisation:
Feedback- The company may conduct different surveys and analyse the impact of external
environment on the business. It involves certain techniques which company may adopt are:
 Surveys
 Circulating questionnaires
Standardisation- Another important aspect of this type of industry is quality of the service. The
company may used different tools and techniques in order to improve the quality of its services
are:
 Total quality management
 Six sigma
d) Factors to be considered when organizing off-site conference and banquet
As the term off-site itself states things which has to be done away from the principle
place of the business. Different organisers and event managers are responsible for the same and
they have to consider different factors when they plan to conduct any type of conference and
banquet (Raybould and Wilkins, 2005). Some major points have been discussed down under: Implementation of staff: Event management firm should work with multi-talented and
skilled staff which can provide best of the services to their potential clients. Proper work
to be divided in team so that their does not exist any sort of complications or quarrels
between the employees. This will generally lead into efficient and smooth working
between each department. Further, staff so implemented must also have autonomy in the
working as they must have certain freedom from the manager so that they can work with

best of their efficiency and capability. The hospitality may require different number of
staff and employees according to the nature of different type of events. For Example: For
wedding event the company require large number of employees to cater the needs of
customers. For birthday parties and family get-together the business require small number
of personnel. Equipments to be used: When a certain event is organised outside the home country then
it requires high amount of cost and event manager has to take each and every necessary
equipment with them. Further, the equipment which has to be used should not harm
anyone and must be of better quality.
 Space utilization: Event manager should properly visualise the place that where the event
must be held (Henderson, 2011). The place which is decided for event should be properly
equipped with all the necessary equipments so that clients gets best of the satisfaction.
 Hygiene- The main focus of hospitality industry is to deliver best quality of products or
services to its customers. In meeting different needs of its customers it is essential for the
business to maintain hygiene in each and every business process. It helps to clear the
image of organisation in the eyes of several customers. It is the duty of customers adopt
different hygienic methods while organising any event outside the hotel premises.
 Transportation- Another important aspect that affect the business functioning of the hotel
organisation. All outside events planned by the company should include transportation
facilities to attract the customers more towards the organization.
e) Key menu for conference and banquet events
Event or banquet manager has to prepare a healthy menu for conference. Manager must
consider the choice of the clients and need to come up with the best of the menu at time of lunch
or dinner. Further, menu should meet all the factors of hygiene and the taste of the food should
be of top quality. Further, their exist many factors which event or banquet manager has to
consider and some of them has been discussed down under: Guidelines composition: Menu which is so prepared must be served with proper
sequence. It can start with appetizers, starters, salads, main dishes and at last deserts.
Manager should make food as per the number of individuals who are called for and
should purchase the raw material accordingly (Altinay and Hussain, 2005). The
hospitality industry is known for its delicious food and its presentation. In today's diet

conscious environment it is mandatory for every hotel organisation to maintain the
nutritious value of the food by using good quality food. The hotel can reflect the
particular nutrition value of each food in the menu itself. Another important aspect is the
presentation and plating of the food to be served to different customers. The decoration of
food should not involve any chemicals and artificial things. It only includes edible
materials. Legal obligation: It is utmost responsibility for manager to provide food of best quality
so that all the laws and security relating to food is maintained. Further, no adulteration
should be done and food must be prepared by the quality experts who are professional in
their work.
 Budget prediction: Event manager has to prepare a rough budget as per the client's
requirement. He should come up with best of the price quotation by considering the size
and composition of the conference.
TASK B
a) Strategic and operations issues involved in effective management
Hilton hotel and resorts has their effective operations throughout the globe. Venture
employs a large number of workforce who gives their productive services throughout the globe.
Their exist various strategic and operations issues which influence conduction of event,
conference and banquet service. Some times the business meetings conducted by big venture
involve many clients and thus by considering that, sitting arrangement has to be done for the
same (Longart, 2010). Thus, sometimes this can be seen as a major concern for hospitality for the
conduction of meeting. Conference meetings are taken as a scenario in order to fulfil the task in
effective manner. Further, the conferences are of many times and nowadays it not only take place
in the hospitality venture but also at different places as per the needs and demands of the
clientele organisation. Some of the conferences are Congress, Exhibition/ trade fair, Road show,
Seminar, workshop, etc.
Further, manager of Hilton should consider the basic requirement of clients and should
come up with the best price quotation which will give event manager or clientele organisation a
base for conducting meeting. However, event managers usually compare the price quotation with
the other hospitality ventures and if they get other firm who is giving best facilities and quality,

then it can arise as a problem for Hilton. Moreover, some firms has fixed pricing policy and does
not believe in discount because they give flat reduce price for customers satisfaction. Though,
clients emotional factor's comes into play and generally used to switch the place of conducting
the meeting.
Apart from it, manager of cited hospitality firm has to consider different administrative
procedure which is essential in order to give quality of services to clients. Moreover, HR also
need to follow various acts and regulations like Health and Safety Act, 1974, Equality act, etc.
Considering the same will motivate employees who are working in this sector as well and they
are able to work with best of the efficiency and dedication to achieve their individual and
organisation goals and objectives. Booking a diary will consist of all the major details regarding
the conference as what arrangements need to be done and who will be responsible for different
activities. Work has to be assigned accordingly as per the skills and talent of individual working
in venture. Further, safety has to be done because if safety does not exist at workplace then
employees will hesitate in completing their duty.
Further, hospitality venture like Hilton has to work by following certain acts or
procedures so that they can improve their efficiency and capabilities. Mentioned firm should
strictly abide Health and Safety at Work Act, 1974; environment protection act, etc. If not so
followed then organisation performance can hamper effectively (Poulston, 2008).
b) Evaluation of suitability range of production system and style of food and beverage style for
event
Hilton hotel in UK has been appraised many times by their conference and banquets
services. In this present scenario, a further, conference meeting is going to held next week where
around 500 members will take part. Thus, event manager has to provide best of the services so
that conference can be concluded in the best effective manner. A proper schedule has to be
prepared regarding the conference and the same agenda should be communicated to the manager
of the meeting. It will state the time duration for each and every activity that when it will be
concluded.
Further, for the menu, event manager has to use best of the crockery which will shine
their effectiveness in cooking. Further, food need to be allocated with proper agenda and should
comprise high quality of standards (Kipps and Middleton, 2010). Further, the theme for serving
food should be decided by the event manager that it should be traditional party theme or the

modern. Further, menu of cited hotel is unique and their chef are multi-talented and skilled.
There will be almost 10 cooks who will be working in the preparation of meal at the back. They
also have a strength of 50 waiters who will give effective services to clients in satisfying their
needs and wants in utmost manner. Food will be served as per the budget and the theme assigned
by the clientele firm. Hospitality consist of all the arrangements and it is made available as per
the needs and demands of clients. At present, the food will be served in form of banqueting
services and the guests will take food of their own from the counter.
Food production system will comprise of sequence of services which will be given to
clients and these are in form of:
 Welcome drinks
 Snacks and Appetizers
 Soups
 Main course with self service
 Sweet/ deserts
 Tea/ Coffee
For the beverage service for clients, there will be an open bar where clients can have
drinks as per their choice and brand which they usually prefer. For the dinner, manager has to see
that the que does not go for so long because if the line gets long, then clients will get irritated.
For this, there need to be two counters for same dishes, so that line gets divided into that.
Moreover, the beverage section for the conference should be separated because there
would be many individuals who will not prefer alcohol and they will select only soft drinks.
Apart from it, Hilton also prepares menu like Italian, Japanese and Australian cuisine dishes.
Further, the menu of organisation will differ as per the suitability of event or conference.
c) Ergonomic consideration for event
Ergonomic consideration for the particular event means each and everything should be
placed at perfect position so that clients gets maximum satisfaction with the services so rendered
by business venture (Brotherton, 2012). Event manager should use different space utilization
techniques so that the clients et maximum level of satisfaction. Manager has to consider seating
plan, different room layout designs so that they can accommodate guests in precise manner.
Moreover, manager can also focus on developing Computer-aided design packages
(CAD) as this process replaced the normal process of documenting any event. Moreover,

manager also has to consider the ventilation within the conference room, air conditioners,
lighting, etc (Claver, José Tarí and Pereira, 2006).\
Following are the different Ergonomic consideration for Conference event are:
 Ensuring health and safety of the guests
 Designing new and unique solutions to the problems
 Proper arrangement of rooms
 Designing room layout in order to facilitate the guests
 Choosing appropriate location
 Wide range of facilities given to guests
CONCLUSION
From the above discussion it is clearly inferred that conference and banqueting sector is
very much broad in UK and this sector is considered as well established industry within UK.
This report shadows on effective bond with the event management firms and with that they
making a huge impact on client's satisfaction. This document also concludes PESTLE analysis
which shows effectiveness of the mentioned sector. Further, report also demonstrate different
measures which hospitality firm has to undertake in order to make meeting or conference more
meaningful and perfect.

REFERENCES
Journals and Books
Altinay, M. and Hussain, K., 2005. Sustainable tourism development: a case study of North
Cyprus. International Journal of Contemporary Hospitality Management. 17(3). pp.272-
280.
Ballantyne, D., 2006. Three perspectives on service management and marketing: rival logics or
part of a bigger picture? Journal of Services Marketing. 20(1). pp. 73 – 79.
Brotherton, B., 2012. International Hospitality Industry. Routledge.
Claver, E., José Tarí, J. and Pereira, J., 2006. Does quality impact on hotel performance?.
International Journal of Contemporary Hospitality Management. 18(4). pp.350-358.
Dixon, E. and et. al., 2014. Application of a Menu-Planning Template As a Tool for Promoting
Healthy Preadolescent Diets. Topics in Clinical Nutrition. 29(1). pp. 47-56.
Eiriz, V. and Wilson, D., 2006. Research in relationship marketing: antecedents, traditions and
integration. European journal of marketing. 40(3/4). pp. 275-291.
Henderson, S., 2011. The development of competitive advantage through sustainable event
management. Worldwide Hospitality and Tourism Themes. 3(3). pp.245–257.
Kipps, M. and Middleton, V., 2010. HOSPITAL CATERING. Nutrition & Food Science. 90(2).
pp.5 – 7.
Longart, P., 2010. What drives word-of-mouth in restaurants?. International Journal of
Contemporary Hospitality Management. 22(1). pp.121-128.
Poulston, J., 2008. Hospitality workplace problems and poor training: a close relationship.
International Journal of Contemporary Hospitality Management. 20(4). pp.412-427.
Raybould, M. and Wilkins, H., 2005. Over qualified and under experienced: Turning graduates
into hospitality managers. International Journal of Contemporary Hospitality
Management. 17(3). pp.203-216.
Roy, D. and Cornwell, T. 2003. Brand equity’s influence on responses to event sponsorships.
Journal of Product & Brand Management. 12 (6). pp.377–393.
Smit, L., 2000. Event Management: Putting thery into practice - A South African Approach.
Event Managemet South Africa.
Szende, P., 2009. Hospitality Management. . Cengage Learning.
Vrana, V. and Zafiropoulos, C., 2006. Tourism agents' attitudes on internet adoption: an analysis
from Greece. International Journal of Contemporary Hospitality Management. 18(7).
pp.601-608.
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Williams, A., 2006. Tourism and hospitality marketing: fantasy, feeling and fun. International
Journal of Contemporary Hospitality Management. 18(6). pp.482-495.
Online
LIFE CONFERENCE & BANQUETING. 2016. [Online]. Available through:
<http://www.lifeconferencing.org.uk/>. [Accessed on 18th June 2016].
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