Event Planning: Negative and Positive Effects of COVID-19 in Hotels

This presentation delves into the intricacies of event planning within the hotel industry, with a particular focus on the multifaceted effects of the COVID-19 pandemic. The presentation commences with an introduction to event management, followed by a detailed examination of the event cycle, encompassing planning, stakeholder communication, financial budgeting, and risk analysis. It then explores the research methodologies employed, emphasizing the use of secondary data and qualitative methods, while also identifying the target market. A feasibility study assesses the viability of the event, addressing the needs of students, professionals, and parents seeking career guidance. The presentation further analyzes event budgeting, highlighting its significance in financial management, and includes a sample budget breakdown. Finally, it explores current industry trends like live streaming and artificial intelligence along with cultural considerations, offering insights into how hotels can adapt to evolving event technologies and audience expectations. The presentation aims to provide a comprehensive understanding of event planning in the context of the challenges and opportunities presented by the pandemic.

Planning an event about
negative and positive effect of
covid 19 in Hotel Industry

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
The event cycle............................................................................................................................4
Event Research............................................................................................................................5
The Feasibility study....................................................................................................................6
Budgets........................................................................................................................................7
Industry trends and cultural considerations.................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
 Event management is a practice defined as managing the event activity in the
organisation.
 This report is based on the case study of the Marriott Forest Hotel in respect to its event
management practices.
 Marriott Group was established in the year 1927 by the founder J. Williard Marriott and
Alice Marriott.
 The headquarter of the group is located in United States.
 Company is currently catering its services at approximately 8488 locations across the
globe. This project will discuss about the event planning related practices used at the
hotel.
 Henceforth, report will emphasis over the event cycle associated with the event.
 This event is an online event due to the current covid situation.
 This event is a motivational and career guidance related event in which guest speaker will
be introduced to host the audience.
 This report will talk about the event management related practices used at the
organisation.
 Henceforth, presentations will emphasis over the event cycle associated with the event.
 What kind of research has been conducted in against to deliver the said event practices.
 The ways and techniques applied for delivering the market research for the same event
will also demonstrate under this project.
 Feasibility study will also conduct as a part of this whole study.
 Presentation will also talk about the event operations in detail.
 Possible budget will also discuss under this project.

 Industry trend and cultural dimensions associated with the event will also discuss under
this research project.
The event cycle
 Event cycle is the entire process associated with the event conducted.
 This start with the planning phase for the event.
 In this event planning is done about the speaker that has been invited to host the
audience, mode of conducting the event that is online, marketing related planning, venue
related planning and many such planning are done to conduct the whole event.
 Planning is the first step involve in the whole event.
 The next stage is to contact with organisation and its logistics.
 This is a crucial stage part of the whole event planning.
 At this level stakeholders are communicated so that necessary supply could have been
done regarding the whole event conducted.
 Logistics involve all the supply at the sufficient level and also the organisers require
looking at the prices of logistics.
 Financial budgeting is the third step involve in the event management cycle.
 This is about to manage the whole finances available for the respective event.
 As the financial resources are all limited in number which make this phase more
significant in term of event planning.
 Financial budgeting is a process that involves preparing budget for all types of activity
related to planning phase, marketing related budget, logistic related budget and all other
key functional areas that require budget.
 Financial management is an important part of the entire event management activity as
behind the success of every event this is essential to manage the financial resources part
of the event in the best way possible.
 Risk analysis assessment is the fourth stage involve with the event management planning.
 This is a phase that demonstrates about the risk analysis and assessment related to the
level of risk involve in the event conducted.
 In the time covid the risk is related to the health and safety related issues facing by the
target audience.

 This phase involves analysing and interpreting all types of risk involve in the entire event
planning.
 The above projected points demonstrated about the different phases of the event
management cycle.
 In against to deliver the successful event this is important to achieve best level of
efficiency at all level of event management cycle part of the event.
Event Research
 This research has been conducted with support of the secondary method.
 The information is already available over different platform such as internet, books,
journals and many such platforms that has been used under this study.
 The research is an integral part of every study and event conducted as information
become the guiding factor or tool that could favour in such manner that all aspects could
be covered as a professional.
 The qualitative method of research has also been used as the topic requires the various
qualitative type of information that can allow as a professional to deliver the entire study.
 Research becomes the basis behind channelizing the entire study or practice.
 It makes it essential to achieve the overall objective behind the study conducted to deliver
the entire study with support of proper research about the different areas such as event
life cycle, financial management and many such practices associated with the event
conducted.
 The target market identified under this study is the students or the college going students
that seek career guidance.
 Professionals who are in job are also targeted with support of this event as it could allow
the career guidance and motivation to such professionals and individual.
 The students would be the best suitable target market for this whole event as the speaker
will guide the students about different areas where they can seek the career and also
about the aspects related to the motivation belong to the students.
 Research provide the clear overview about the study conducted and the practices deliver./
 Especially in case of event management planning the proper research about the target
market, operation management, finance management, public management and many such
aspects are essential as it provide the clear overview about the event that is conducted.

 Research guide about all different practices and areas that can guide the professional
about certain ways to deliver the entire event.
 Research also support in addressing different or various issues or problems associated
with the event that is conducted.
 In term of managing team and issues the research become the sole basis behind delivering
the various event related practices as a professional.
 The target market would be reached with support of the proper marketing campaigns.
 The marketing practices such as digital marketing, social media marketing, search engine
optimisation and all other suitable marketing practices will be used to deliver the event
practices.
 The marketing become the sole basis behind the overall success of the event conducted.
 This is essential to hold a proper connect with the different stakeholders and target
market so that proper success and all objectives behind the event conducted could have
been achieved.
 The personal interaction with the students and professional will also done under this so
that proper connectivity with the target customers could have been established by the
event manager.
 This is essential that connectivity with the target market are established on a proper way
so that maximum possible reach could been established by the event manager in order to
achieve success against the event conducted by the team.
 Hotel individual platforms like social media handle and other such platforms will also
consume to promote the event so that proper connection with the target customers are
established as a part of this whole event.
The Feasibility study
 This event is very significant for the students point of view.
 The students remain in confusion about what areas they should go for in order to have a
successful career.
 Parents are only aware about certain areas or professional but majority of the
professionals are not being aware by the parents in most of the cases.

 This also influences the decision making of the students as they do not get the proper
guidance about the actual field of study they needed to conduct in against to deliver the
best possible career.
 This event will provide the proper guidance to all students and the parents about the
possible career choices.
 Furthermore, there are professional who also want to give a certain boost to the career
growth.
 This event will also address the needs and requirements of the professionals in term of
carer guidance about the ways or approaches to provide a significant boost to the career.
 This event will certainly cope up with the different needs and requirements of the
professionals and students along with the parents.
 The basic reason behind conducting this event is that it will provide a clarity in the mind
of the students and professionals about what are the possible areas they can approach so
that best possible career growth could been achieved by the respective individual.
Budgets
Importance of financial management in planning
 Budget plays an important role in financial management.
 Financial management helps in planning of resources where to allocate how much budget
and which department requires more money in planning.
 It helps to realise which investment shall be beneficial for future.
 It helps to know the amount which each function shall be requiring.
b) Budget
Particulars Amount (GBP)
Operations
Displayer 25000
Equipment for online use 20000
Marketing

Online advertisements 10000
Bill boards 15000
Administrative
Office expenses 8000
Wages of staff 25000
Booking Costs
Hotel conference room 25000
Wages of appointed extra staff 15000
Total 153000
 Budget is an estimate of the future costs which are going to occur in future and
accordingly allotment is done for each function.
 It may happen that budget may exceed or budget may go below than required.
 These deviations help in understanding the areas or factors due to which it occurred.
c) The event shall be for a motivational seminar which is not for profit.
Industry trends and cultural considerations
Live streaming
 It is the latest trend which is being followed in event technology.
 In view of pandemic, many companies have been going for virtual events.
 Streaming has many benefits like including those who can not make it to the event
manually, interact online and engage with customers of international stature.
 Streaming event on screen is a fine way for taking feedback too.
Artificial Intelligence

 Artificial Intelligence includes event chatbots for communication with customers online
and answering their queries.
 Facial recognition during registration of events is helpful for seeing the persons who have
registered are participating in the event.
 Voice translation and interpretation can also be done through panels.
 Event newsletter in personalised form of e-mails and messages can be sent.
Attendee experience enhanced
 Personalised communication through notification, e-mails and texts are given to attendee
beforehand of organising the seminar.
 A wide range of topics on which discussion can take place is done and where an
interactive communication with asking of questions can take place.
 Registration is simplified with removal of long procedural steps and complications which
are unnecessary are waded out.
 Registration number and details are also provided instantly.
Facial recognition
 It is a software which tracks, records and store an individual facial features and while it is
not accurate 100% its useful for number of reasons.
 The event check-ins are a requirement for the couple of years which are going to come in
future. Attendees can scan the face and come in event as the machine recognises them.
 Most attendees are familiar with this and thus can do it as a simple procedure.
Translation Live
 The usage of live translation shall continue as of 2020 as audiences think they have a
strong need for connecting with the world outside and share experiences.
 With technical support, a speech can be translated in the language which attendees can
prefer listening to from options.
 There are software like Interactio which offer live interpretation on smartphones of users.

Augmented reality and virtual reality
 Augmented reality and virtual reality have been used in industry for many years and now
in the recent times, they are providing a service which is providing for mental escape and
engagement in webinars or seminars.
 Here they are getting a chance of interaction with people sharing their views and opinions
on many subjects.
 There is a QR code when scanned lets attendees enter the world of augmented reality.
Cultural considerations for live event planning
Country culture
 There are different types of culture which are present in the country and thus it has to be
seen that the event takes into consideration the mannerisms of people who are the target
customers.
 The event has to be respectful to traditions and be of relevance which can generate
interest.
Body language
 The event has to be of a body language which appeals to people and is pleasant with
gestures that mean a formation of bond between speaker and the audience.
 If an event for instance, is to be held in Japan, then a signature of bowing before audience
is a part of the culture before starting the programme and has a nice effect which can
engage the audience.
CONCLUSION
 The event business saw many changes during covid in way of operations.
 The report provided an insight as to how the event planners developed more on the
virtual concept and increase in the business online.
 People got bored staying at home in lock down and thus went for an online option of
communication.

 Event planners have cashed more in this time with online measures which provided
online webinar with convenient mode of payment to customers for attending the same.
 Since, promoting online was a secure and not expensive option for the event planners,
money could be saved on the promotion part and could invest more in latest technical
software which can increase on the customer experience and also help in increasing
popularity of the event. Measures to make the online mode attractive was also out
sourced to some website designing companies by the event planners.
 The event industry movement towards secure measure was also emphasised during this
period for promoting measures of safety.
 The presentation gave an insight of how the event is planned, the strategy being made for
it and discussed the event cycle and the various stages of it.
 Feasibility was told about the event which was appropriate in the event taking place.
 Budget was given for the event with importance of financial management discussed and
industry trends were discussed in event management with cultural considerations.

REFERENCES
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Deb, S. and et.al., 2020. Short-term PsychoEducation for Carers To Reduce Over Medication of
people with intellectual disabilities (SPECTROM): study protocol. BMJ open. 10(4).
p.e037912.
Dowell, D., Garrod, B. and Turner, J., 2019. Understanding value creation and word-of-mouth
behaviour at cultural events. The Service Industries Journal. 39(7-8). pp.498-518.
Gittoes, N. J. and et.al., 2020. ENDOCRINOLOGY IN THE TIME OF COVID-19: management
of calcium metabolic disorders and osteoporosis. European journal of
endocrinology. 183(2). pp.G57-G65.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
World Health Organization, 2020. Operational considerations for managing COVID-19 cases or
outbreaks on board ships: interim guidance, 25 March 2020 (No.
WHO/2019-nCoV/Ships/2020.2). World Health Organization.

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