Conference and Banqueting Management in Birmingham Marriott Hotel

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CONFERENCE AND BANQUETING MANAGEMENT

Executive summary
The following report is about the conference and banqueting management that is supposed to
apply to Birmingham Marriott Hotel UK as well as for an Out Door event that is supposed to take
place in King’s College London. The report starts my exploring the launching of the Banquet and
conference facilities in the Birmingham Marriott hotel, Further the report discuses the scope and
the growth that can be generated by the addition of this new facility in the hotel. After that the
report highlights all the cost effective issues that are required to keep the growth and revenue
constant. Thereafter the report explores the organising of an outdoor event in the King’s college
London. All the Food and beverage management issues are thus addressed. Additionally with
measures and protocols that are needed to be followed in order to successfully carry out the
event are also discussed. Finally the report in concluded with suitable conclusion on the topic.

Table of Contents
Introduction....................................................................................................................................5
LO 1...............................................................................................................................................5
P1.1 Evaluation of the growth of conference and banqueting sector and its scope in the UK
(1.1)............................................................................................................................................5
P1.2 Causes of market growth and analysis of the key factors for its development (1.2).........6
M1 Effective approach of discussion along with the scope of banqueting in the UK.................7
D1 Critically analyze the growth and conference management in the UK to boost its revenue 8
LO 2...............................................................................................................................................9
P2.1 Analysis of the operational issues in the hotel for developing the conference (2.1)..........9
P2.2 Importance of delivering qualities and applicable quality review techniques (2.2)............9
M2 Different techniques and methods for reducing operational issues for conference
management............................................................................................................................10
LO 3.............................................................................................................................................11
P3.1 Evaluation of a range of food production styles and service systems for conference
management (3.1)....................................................................................................................11
P3.2 Discussion on the key factors and issues affected banquet management (3.2).............12
P3.3 Key menu planning and limitations (3.3).........................................................................12
M3 Appropriate structure and approach for maintaining a suitable food production system...14
D2 Substantial activities to implement the proposed hospitality event in the college..............14
LO 4.............................................................................................................................................15
P4.1 Analysis of the ergonomic considerations (4.1)...............................................................15
D3 Convergent and lateral thinking to assess the ergonomic consideration in the event.......15
Conclusion...................................................................................................................................15
Reference list...............................................................................................................................17
Appendices..................................................................................................................................19

Appendix 1: Easy of booking hotels.........................................................................................19
Appendix 2: Off-site event management..................................................................................20

Introduction
The growing needs for conference and banquet increased in the past few decades. Corporate
firms find it widely suitable to book conference halls for their meetings, seminars and other
events. Thus the addition of conference and banquet event management to hotels has become
a mandatory addition. Additionally, outdoor event management has become has gained
popularity in terms of being a sustainable business in the contemporary world. This report
covers the launching event of a conference and Banqueting events in Birmingham Marriott
Hotel. Along with that this report also discusses event management that is going to take place in
King's College London and thus explores the various measures and protocol that would be
needed to serve 200 guests.
LO 1
P1.1 Evaluation of the growth of conference and banqueting sector and its scope in the
UK (1.1)
The need and requirement for Conference and Banquet halls have been ever rising with the rise
of big corporate. The extra revenue that can be thus generated with the addition of a banquet
and conference hall can very high. Thus the Birmingham Marriott hotel is launching a
Conference and Banquet space in order to boost their revenue. The market for conference and
banquet events can add to the considerable growth of the Hotel. Apart from that Birmingham is
considered to be one of the hotspots for organizing events and booking conference halls.
Therefore the addition of a conference hall would attract a lot of customers.

Figure 1: UK Event Organisers
(Source: raconteur.net, 2019)
Therefore, Birmingham comes second only to London, and that opens a great window for
expanding the business by introduction of conference and Banquet facilities. The addition of this
new facility is deemed to add to a considerable portion to the revenue of the Hotel. As
mentioned by Sayed et al. (2016), the addition of new systems to the F&B sector of the hotel is
a great way of boosting the revenue of the company. The market for Conference and Banquet is
much unsaturated and thus there are great opportunities for launching this new facility in the
Birmingham Marriott Hotel. In order to add this new section to the hotel, the hotel would need to
spend a considerable amount of capital but the returns that would follow would be immense.
Considering the fact that the hotel industry is continuously growing and evolving addition of such
a facility would only act as an added bonus for the hotel.
P1.2 Causes of market growth and analysis of the key factors for its development (1.2)
The hotel business has seen a smooth and continuous growth over the years, Birmingham
being one of those cities that come right after London in terms of infrastructural growth has been
acting like a gold mine for the Hotel Industry. As mentioned by Espino-Rodríguez and Gil-Padilla
(2015), the demand for event spaces and conference halls has seen a decline in past years.
The key customers who avail these Banquet and Conference hall services mainly belong to big
businesses or are from the big corporations and corporate sector of the company. These
spaces come fully equipped with adjustable seating arrangement according to the client's

preference and services like Wi-Fi, Food, and beverages. Along with that these spaces fully
support Audio Video presentation options if the clients need any. Thus these facilities are
exactly what corporate business owners required for their meetings. Board and meeting rooms
in Offices are shrinking in size and the spaces in the Hotel Conference and banquet hall is
increasing with each passing day. According to Shaheen et al. (2018), the productivity of the
hotel adds to the revenue and growth of the hotel since an effective workforce is deemed to
serve the clients better. The ease of booking hotels would also act as a catalyst in terms of
generating growth. (Refer to appendix 1)
Apart from that, the Banquet halls are also booked for a wedding and other such social
gathering events and that attracts a lot of people. These events have typically more participants
in the party fetch more money compared to a corporate meeting. The wedding brings in a lot of
people to the hotel and most of them probably visit the hotel for the first time. Thus providing the
best quality service and food to these people would not only create a positive brand image but
will also add a good number of these people to their customer's chain. As mentioned by Peng
and Wang (2017), weddings in a hotel typically give a considerable amount of boost to the
revenue for the hotel. Apart from that event for colleges, seminars and other events also require
banquet halls in Birmingham. Therefore the market for conference and banquet halls has great
opportunities lying within itself.
M1 Effective approach of discussion along with the scope of banqueting in the UK
Banqueting management requires effective managerial and Communication skills and this
becomes essential because only through communication excellence can a business expand
itself. Therefore to expand the business effective marketing strategies can be understood. By
the use of effective communication, a Hotel cannot only treat its customers better but also helps
in establishing a good reputation. A hotel with an excellent reputation tends to get more
customers than any other hotel. With the rise of social media and internet customer mostly
prefer to book hotels that have good reviews. Therefore apart from providing excellent Food and
beverage services the hotel staffs should also be very polite and calm with their soft skills.
Additionally, good management of the F&B services and its effective management are very
much necessary along with communicational skills.

D1 Critically analyze the growth and conference management in the UK to boost its
revenue
UK has proven to be a great place for international businesses and therefore the presence of a
large number of international corporations mean that the companies would be availing
conference room services. On top of that Birmingham is second after London for being the best
place for international business firms. Thus there are a lot of private companies in Birmingham.
These are the key and potential clients who very often avail conference hall services. As
mentioned by Aissa and Goaied (2016), the presence of such businesses and their frequent
booking of the hotel can be a great source of revenue for the hotel. Apart from that, there are
also schools and colleges that would be willing to avail these conference halls for holding
seminars and other functions. As mentioned by Chatzimichael and Liasidou (2019), the
productivity of the hotel lies in the deep in how effective the management service of the hotels
are. Therefore just like Banquets, Conference rooms also need to be given equal \importance
along with them along with proper management skills that comply with the industry standards.

LO 2
P2.1 Analysis of the operational issues in the hotel for developing the conference (2.1)
Operating any form of business involves dealing with problems and thus solving them to
achieve success. There are several issues that Birmingham Marriott hotel already faces and
there is an immediate need to address these issues so that after launching the banquet and
conference facility these issues don't remain that might tarnish the image of the Hotel.
There have been mismanagement issues in the hotel and customers have often complained
about cleanliness in their rooms. As mentioned by Chen et al. (2016), the quality of the service a
hotel provides determined its reputation in the market. Thus the room service issues that have
happened in the past needs to be dealt with proper attention. Additionally there food safety
issues should also need to be kept in mind the UK has high concerns for food safety issues. So
far there have been no reports of unsafe food but this should be of prime importance when
managing the food and beverage services.
P2.2 Importance of delivering qualities and applicable quality review techniques (2.2)
In order to drive growth out of the banquet and conference rooms, the hotel needs to indulge in
effective marketing strategies so as to boost the revenue and attract more customers. Apart
from that supply chain management should also be focused on since this is the heart of all the
operations in a hotel. As mentioned by Vencataya et al. (2016), an efficient supply chain
management of a hotel is the key to provide quality service to the customers and thus increase
revenue and drive growth.

Figure 2: A Hotel’s Supply chain
(Source: Leaner)
M2 Different techniques and methods for reducing operational issues for conference
management
Finally, in order to generate the maximum amount of growth and revenue from the addition of
the Conference and banquet hall, the hotel needs to pay special attention to the cost of
operation. Therefore in order to effectively manage the finances, the hotel needs to implement
Cost-based pricing. As mentioned by Köseoglu et al. (2015) in order to focus more on the
revenue growth, more focus needs to be paid on recover the operational cost. Apart from that
nonessential services needs to be cancelled out and identification of resources that tend to
deplete more quickly than other resources need to be take replenished from time to time.

LO 3
P3.1 Evaluation of a range of food production styles and service systems for conference
management (3.1)
It is estimated that the hospitality event or the conference has been planned to arrange in the
King’s College London for which required menu needs to be selected. As per the notations of
Rahimi and Kozak (2017), it is highly important to maintain the suitability of food production
system as well as food and beverage service styles in order to attract the consumers towards
the event. Through the proper food production system, the people of the conference can be
satisfied and it also maintains the population’s food security. Practically, different types of food
production systems can be followed in the event such as food packaging, transporting and
others. It can help the population to get a suitable as well as the expected food production
system from the event. On the other hand, food and beverage service systems are also
maintained by the hospitality sector in order to satisfy their consumers. In the context of the
above hospitality event, various food and beverage service styles need to be conducted such as
plater service, buffet service, cart service and others. Furthermore, it can assist the 200 guests
to get their required beverage services from the event.
Figure 3: Different food service styles
(Source: Created by the learner)
PlaterServiceCartServicesBuffetServices

P3.2 Discussion on the key factors and issues affected banquet management (3.2)
From the above discussion, it has become clear that the hospitality event or the conference will
be arranged in an off-site banquet that is the King’s College London for which several issues
can be faced by management while continuing the event. Primarily, they can face issues related
to managerial activities as they may face different event managers and their several menus and
employee management related activities. For arranging an event in off-site in a proper manner,
it is highly required to recruit a few external employees to get more efficient workers for
performing rightly in the event (Van Niekerk, 2017). In such a case, employee-related issues
need to be focused by the event management as the external staffs may not have sufficient
training as per the requirements of the event.
Partially, the off-site conference can also increase the discussed budget of the event as the
management needs to provide a huge amount of money to the College administration as a
charge if the venue selection. Technological advancement related problems can also be
considered as a major issue while arranging a conference in off-site (As per the ideas of Michel
et al. 2015). All the advanced technologies required for the event may not be arranged in the
King’s College London due to improper technical infrastructure. Finally, it can be mentioned that
for arranging the hospitality event in off-site, few higher level managers may not present due to
their official works. In this way, the face to face meetings cannot be arranged in a proper
manner through which the event management can also experience huge problems (Refer to
Appendix 2).
P3.3 Key menu planning and limitations (3.3)
As per the viewpoints of Getz (2015), the purpose of the menu is to show the variety of foods
served by the hospitality sector and their choices towards menu systems. In such a case, for the
new hospitality event or the conference, proper menu styles need to be chosen for which right
planning also needs to be incorporated. Cultural differences can also be seen in the event as
people from different cultures may join the conference. Thinking regarding the several cultures,
food also needs to be prepared and arranged in the conference. Using the A la carte, the menu
planning can be analyzed as it offers separately priced foods in different languages (Based on
the ideas of Houdement et al. 2017). This process can also help people from different cultures.