Conference and Exhibitions Management: A Report on the European Market

Desklib provides past papers and solved assignments for students. This report analyzes the conference and exhibition sector in Europe.

Conference & Exhibitions Management

Table of Contents
Introduction................................................................................................................................3
1. Define and explain the exhibitions and conferences sector in the context of your chosen
destination..................................................................................................................................3
2. Examine the key purpose of conference and exhibitions at this destination..........................4
3. Identify and evaluate specific venues used by conferences and exhibitions at the
destination..................................................................................................................................5
4. Evaluate the resources used by a specific conference or exhibition held at your chosen
destination..................................................................................................................................6
5. Make recommendations for further resources that could be used at future events................7
Conclusion..................................................................................................................................7
Reference list..............................................................................................................................8

Introduction
In European market the conference and exhibition sector is growing in a rapid manner. The
purpose of this sector is to plan and execute events such as business meetings along with
personal and corporate events. Nowadays, organisations are using digital equipments in order
to display their products or services. The trend of conference and exhibition has helped the
global organisations to spread awareness about the products or services among the customers.
In Europe, France and Germany have experienced high revenue in conference and exhibition
sector. Moreover, the current trend analysis of this industry, it can be assume that this
industry will continue to earn more revenue in next ten years.
In this report, two venues are chosen base on which the analysis will be done. The venues are
Dorchester hotel in London and Frankfurt Fair in Germany. These venues are reputed due to
high accessibility and along with that these venues provides their clients with high-end
technology, which is the major reason behind popularity of these venues. The purpose of this
report is to evaluate the growth of conference and exhibition sector in the counties in
European continent. Dorchester is one of the most attractive five start hotel where, which
attracts many tourists both domestic and international. On the other hand, in Frankfurt, trade
fair event is conducted helps attracting many people.
1. Define and explain the exhibitions and conferences sector in the context of your
chosen destination
Exhibition
The exhibition industry is one of the most growing industries in global market. The total
contribution of this industry in UK economy is £11 billion and therefore, it can be said that
this industry is one of the biggest contributors to the UK economy. The platform of exhibition
is a globally accepted process through which international trade promotion can be done. The
main purpose of exhibition is to organise and execute events, recreational fairs and festivities.
According to report, the exhibition sector attracts approximately 12 million visitors each year
and the total spending of companies is over £2.6 billion in order to organise the events
(Displaymode.co.uk, 2018). On the other hand, Frankfurt Trade Fair is one of the renowned
trade fair organiser. The area covered by the organisation is 96000/367000 squares. The trade
fair attracts people across the globe and has earned the revenue of €661 million. Therefore, it

can be said that this event has huge contribution to the economy of Germen where
approximately 180 domestic and international trade fairs were conducted in year.
Conference
The term conference refers to the process in which meeting held between two or more parties
with a common interest. The duration of the meeting can be for 2 or more days, and time
requirement for each day is variable and depends on the requirements of the parties.
Conference industry is growing rapidly and as per reports, it has contributed £7 billion to the
economy of the country (Statista.com, 2018). When it comes to Dorchester Hotel, it offers
premium quality service to the clients and provides with highly professional media room in
which clients can execute their meetings. Moreover, the company provide their clients with
high-end technological equipments, which is the key factor due to which consumers are
attracted to this hotel.
2. Examine the key purpose of conference and exhibitions at this destination
The purpose of conference and exhibition is to transfer information, showcasing products,
awareness creation by gathering people. It is the process in which people are encouraged to
come and share their views to satisfy a common or varied interest. In addition to that,
companies plan and execute conference and exhibitions in order to increase product or
service awareness, which eventually helps in increasing sales and revenue of the company.
The cost spent by the companies in organising exhibition or conference depends on the
company size and the purpose. Following is the discussion about the purpose of exhibition
and conference in the selected destinations (Auma.de, 2018).
In case of Dorchester Hotel in London, the hotel attracts the clients with the help of premium
hotel layout. In order to ensure that clients are satisfied, the company monitors performance
of the employees in a regular basis. The purpose of this hotel is to deliver quality service to
the clients, so that the clients can execute their events in a professional manner (Dowson and
Bassett, 2015). In order to satisfy the purpose, the company provides appropriate training and
development scope to the employees. Apart from that, the company provides its services at
low cost, which helps increasing the value of service in an effective manner.
The purpose of Frankfurt book fair event is to exhibit books from different dealers from both
domestic and international market. It helps the book dealers to display their products in front

of a large community, which further helps increasing sales of the products. Apart from that, it
also helps the visitors to get the required books they want. The government of the country
provides the event management with the opportunity to conduct this exhibition one in a year,
as it helps improving the economy of the country (dorchestercollection.com, 2018). Due to
this, it can be said that this event is profitable for both book dealers and visitors and along
with that the government of the country.
3. Identify and evaluate specific venues used by conferences and exhibitions at the
destination
Exhibition
In this report, Frankfurt Book Fair is selected as the exhibition venue. This exhibition was
started in the year 1949 with the aim of attracting both public and trade visitors those who are
interested to read books. This platform can be categorised as a knowledge-sharing platform,
where people can know about new publishers, and book, innovation and latest trends in
global market (Tradefairdates.com, 2018). As this exhibition is done in an international level,
it can be said that different people from different cultural groups are encourage to share
common understanding. Therefore, it becomes a big opportunity for the businesses to give an
international exposure to its business. In addition to that, this platform also provides the
opportunity to the visitors to meet the authors directly. Through this platform the visitors can
share knowledge, which helps to gather information about international literature in an
effective manner.
Conference
In case of conference, The Dorchester Hotel has been selected in this report. This hotel
provides its customers with premium quality service and recent technologies in order to
satisfy the customers. The hotel has U-shaped seater, 100 theatre styled rooms, 2 rooms with
central air conditioner and 40 general rooms (Dorchestercollection.com, 2018). The hotel also
provides with the service to the clients to stay at the hotel during the course of conference.
Moreover, the management of the company ensure that the clients are provided with high-end
technological equipments, which further helps the clients to conduct the meeting in a
successful manner. The facilities that the company provides include WiFi, food facilities,
projector screen. Moreover, the company conducts periodical maintenance of the equipments
in order to ensure that the consumers are not facing any inconvenience during the conference.

Moreover, the company provides high quality food and other services in order to satisfy the
customers.
4. Evaluate the resources used by a specific conference or exhibition held at your chosen
destination
In case of conference, it can be categorised as industrial and corporate event, which requires
technology as a prime resource. The clients are searching for the companies, which are
providing high quality technologies at a moderate cost (business-display.benq.com, 2017). It
also helps the clients to reduce business overhead cost in an effective manner. There are
several devices such as projector, speakers, microphone, internet, computer system and
equipments for video conference. The number of equipments and cost of the event is
dependent on the size and purpose of the conference. However, the equipments discussed are
used in every conference despite of their size and purpose. In order to execute a conference, it
is highly important to make a range of technologies available, which further helps to make
the conference a successful event.
The other resource of conference is the venue of the event. In order to conduct an effective
conference, it is highly important to select an appropriate venue, which can provide with
other resources. The venue should have good accessibility, so that the people can visit the
plan without facing any inconvenience (Intranet.ecu.edu.au, 2018). While selecting the
venue, the companies should consider the space available in the venue so that the conference
can be conducted effectively.
The cost for executing the event is also considered as a major resource of the business. The
client company should ensure that they have planned their financial resources in order to
conduct the conference. In order to avoid financial constraints, the company should collect
investments from different sources. The promotion cost for the event is also important, as it is
another key indicator of success of the conference. The client should ensure that the audience
are present on the time of the conference in order to reduce the threat of financial losses.
Transportation is another resource of conference sector. In order to ensure success of the
conference, the company should ensure that the audience are not facing any kind of issues
due to transportation. The two locations mentioned in this report are providing their clients
with all the resources required for conducting the conference and exhibition.

5. Make recommendations for further resources that could be used at future events
In case of exhibition and conference, the purpose is to gather different people in a place so
that people can share knowledge and satisfy common goals. In order to ensure high quality
service, the companies in this sector should ensure technological development by adopting
innovative technologies (Jones, 2017). The technologies such as Amazon Alexa and Google
Jamboard can be introduced in order to strengthen the process in terms of technology. With
the help of Alexa, the clients will be able to control the equipments remotely, which would
further save time of the clients. Moreover, this technology would help to reduce the efforts
for the tasks that involved low-skilled labours. Moreover, the Google Janboard would help
the companies to give presentation in more quality display. In addition to that, the clients will
be able to do multitasking when it comes to give presentation to the audience.
In addition to that, the companies in this industry should ensure that the technologies used are
updated and upgraded in timely basis. This would help the companies to ensure that clients
are being able to satisfy their purpose of exhibition and conference in a successful manner.
The video conference would require high speed internet connectivity and therefore, the
companies in this industry should ensure that the internet connection is not being interrupted
during the event. The more the resolution of the screen increase, the more the chances of lag
will occur. Apart from that, the companies in this industry should provide the consumers with
parking facilities, which will ensure that the audience can attend the event. The companies
should also provide the facility of transportation to the audiences in order to ensure that the
purpose of the exhibition can be fulfilled.
Conclusion
In conclusion, it can be said that exhibition and conference sector is growing in a rapid
manner and this industry has high contribution to the country economy. The organisations
selected in this report are reputed exhibition and conference service provider in global
market. This report shows that in order to improve the service quality of this industry, it is
highly important to adopt technological innovation. Apart from that, the other resources such
as microphone, display, speakers and projectors should be maintained by the authority in
order to ensure that the clients are not facing any inconvenience during the event.

Reference list
Auma.de. (2018). Germany’s trade fair market . [online] Available at:
https://www.auma.de/en/facts-and-figures/germanys-trade-fair-market [Accessed 10 Nov.
2018].
business-display.benq.com (2017). Top 5 Conference Room Technology Trends in 2017.
[online] BenQ Business Display. Available at:
https://business-display.benq.com/en/explore/trends/top-five-conference-room-
technology.html [Accessed 18 Jun. 2018].
Displaymode.co.uk (2018). Exhibitions are a waste of time? | DisplayMode. [online]
Available at: https://www.displaymode.co.uk/exhibitions-are-a-waste-of-time/ [Accessed 18
Jun. 2018].
Dorchestercollection.com (2018). Meeting Rooms - London - The Dorchester | Dorchester
Collection. [online] Available at: https://www.dorchestercollection.com/en/london/the-
dorchester/meetings-events/ [Accessed 18 Jun. 2018].
dorchestercollection.com (2018). The Dorchester - London - 5-Star Luxury Hotel |
Dorchester Collection. [online] Available at:
https://www.dorchestercollection.com/en/london/the-dorchester/ [Accessed 18 Jun. 2018].
Dowson, R. and Bassett, D., 2015. Event Planning and Management: A Practical Handbook
for PR and Events Professionals. Kogan Page Publishers.
Intranet.ecu.edu.au. (2018). Retrieved from
http://intranet.ecu.edu.au/__data/assets/pdf_file/0008/634814/Organising-a-Conference-
Checklist.pdf
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
Statista.com (2018). Topic: Exhibition, Convention & Meeting Industry. [online]
www.statista.com. Available at: https://www.statista.com/topics/1413/exhibitions-
convention-and-meetings/ [Accessed 18 Jun. 2018].

Tradefairdates.com. (2018). Frankfurt Book Fair Frankfurt 2018. [online] Available at:
https://www.tradefairdates.com/Frankfurt-Book-Fair-M95/Frankfurt.html [Accessed 10 Nov.
2018].