Conference and Event Management Report: Kuoni Destination Analysis

This report provides a comprehensive overview of event management, focusing on conferences and events within the context of Kuoni Destination Management. It begins by defining different categories and dimensions of events, such as seminars, conferences, trade shows, executive retreats, and product launch events. The report then analyzes current trends influencing the event sector, emphasizing the evolving nature of the industry and the impact of technology. Key management roles within the event industry are explored, including social media coordinators, customer experience managers, and event security managers. The report also reviews the necessary management skills and personal attributes for success in the event industry, along with a self-assessment questionnaire. Finally, it specifies and explains the appropriate measures required to provide a safe and secure environment for events, covering aspects like security checkpoints and high-profile guest protection. The report concludes with a summary of the key findings and recommendations.

MANAGING
CONFERENCE
AND EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1. Different categories and dimensions of events.....................................................................3
P2. Features and current trends influencing the event sector. ....................................................4
TASK2.............................................................................................................................................6
Covered in PPT...........................................................................................................................6
TASK3.............................................................................................................................................6
P5. Explore different management roles in event industry. .......................................................6
P6. Review of management skills and personal attributes which are required to work within
the event industry........................................................................................................................7
TASK4.............................................................................................................................................9
P7. Specify and explain the appropriate measures which will be required to provide safe and
secure environment.....................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Events are the group of various programs and activities which are organised for different
purposes while conferences are the type of events which are organised by corporate organisation
or people who are professionally engaged. Thus, event management are the services which
assures a creative and professional approach for the next upcoming events. Organisation
undertaken in this report is Kuoni destination management which is a London based company
and aims to provide full services of DMC provider which are specialised in the particular area of
meeting, events, convention, etc. This report will explain the different categories and dimensions
of events within the event sector (Emery and. et. al., 2016). It will also analyse the various
consideration relating to the conference and events rooms set ups defining the professional
standard required in the company. It will explore the management skills which will be required
to work within the event environment and successfully deal with stakeholders. It will also define
the various measures which are necessary to manage a secure and safe working environment for
staff and guest.
TASK1
P1. Different categories and dimensions of events.
Event management industry is growing in the present business scenario. These industries
are involved in designing the whole or part of events according to the different requirements,
required by the customers. The event manager of the Kuoni destination management are
involved in producing a detailed descriptions of the different proposals like venues, timelines,
legal obligations, budgets, etc. There are ample of events which are required and demanded by
different types of customers for different purpose. It is one of the most growing and emerging
business in present business world (Getz and Page, 2016). The intention behind organising these
events is to bring people together and develop interpersonal relationship among people. The
following are the different types of events which are organised by the Kuoni destination
management :
 Seminars and conferences: These events are organised by the companies like seminar
for encouraging people and students to opt for new ways of education while conference
are organised by big or corporate firms where they usually discuss the new idea for
business.

 Trade shows: These are events which are organised for promoting the sale of the
company's products. There are various types of trade shows like London expo is a trade
fair in which different industries of London takes part and sell their garments, textiles and
accessories (Jones and. et. al., 2015). Kemp ton park rock n gem is also the trade fair
organised in London which advertises the jewellery and gems stones.
 Executive retreats and incentive programs: In such type of events the Kuoni
destination management organises the enjoyable activities with the business meetings.
 Appreciation events: In such types of events, the Kuoni destination management
organises dinner, theatre, day and night cruises, private events, holiday events, etc. as per
the requirements of the customers.
P2. Features and current trends influencing the event sector.
The event industry is growing and evolving tremendously. There are various events
which are organised by the events sector and each event is organised for different purpose and
have different features which are discussed below :
 Seminars and conferences: The primary purpose of organising the seminars and
conferences is plan the events on behalf of the organisation with target people and
provide them with relevant information (Kjesbu and. et. al., 2015). Seminar are such
events which last for shorter period of time that is from few hours to maximum two days.
In this, there are generally single or multiple people who present their thoughts and views
and audience is assembled together in one single space. Where as conferences generally
have various speakers and sessions and is normally organised in a hotel which starts with
important notice and also offers break our sessions from the topic.
 Trade shows : The purpose of organising such events by Kuoni destination management
is to present and demonstrate the current and innovative products of the different
organisation where it also includes negotiation on the rates of sponsorship for the booth
space, advertising, promotion and communicating opportunities. It is organised in a larger
space where large number of organisations showcases their products and services to the
numerous number of vendors (Kripalani and. et. al., 2015Lucey and. et. al.,
2016Mauksch, S., 2017Meschkat, S., Google LLC, 2016). Thus, these events give great
opportunity for the companies to present their offerings to the public and competitors.

 Executive retreats and incentive programs : In organising such events by Kuoni
destination management, it requires using large sum of money on per person. The main
reason behind organising such events is discussing about the development of the business
and planning for organisation. These events also gives equal attention to the enjoyable
and fun loving activities and such events take place for a period of two to five days. In
this, the even management company places emphasise on selection of sites, lodging,
transportation, catering, golfing and other activities (Moreno and. et. al., 2018). Executive
retreat events helps the individuals in escaping from normal day working schedules,
makes them feel relaxed so that they can think critically and decide upon new options for
the success of the business. Where as incentive programs events encourages and
motivates the individuals to work with full attainment and at the same time it also helps
in establishing and building relations with the customers such that customer becomes
loyal towards them.
 Product launch events : The purpose of organising such events are related to
communicating the entire staff members and customers about the new products launch
and is generally organised by those companies which are involved in business to
customer businesses (B to C). This events includes flashy introduction of the product by
describing its features and usefulness for the customers. This event needs extraordinary
management skills, good theme and colour sense. In this, the media is also involved and
also requires a proper presentation which is important for the success of the product and
the company.
 Board and shareholder meetings : Kuoni destination management also organises these
type of events and in this the purpose of organising events like board meetings is to
provide an opportunities for board members in order to accomplish and review the
performance of the business and also to meet with company executives such that crucial
decisions can be taken (Raj, Walters and Rashid, 2017). The purpose of shareholder
meeting is to assure the companies with an opportunity which influences them to share
recent performances, targets, future goals, etc. These meetings are generally organised
yearly and it is compulsory to inform all the board members about the meetings. While
the board meetings has a focus on strategic goals and objectives of the company and the

planning and venue decision of these meetings depicts the prestigious nature of the
different events.
The event industry is such an important aspect in the business field that changes every
year and is very dynamic in nature. The new and innovative trends and emerging technologies
have highly focussed towards the planning and simplifying the task and makes it more secure.
The new trends are like event marketing, event technologies like drone for capturing the
moments of the events which have led to simplification in reducing the cost of photographer,
events security are greatly taken care of and for this purpose like use of facial recognition system
helps in assuring the safety of the events (Reason and Hobbs, 2017). The venues of the events
are also becoming special attractions because o the uniqueness in the designs, structure,
ambience, facilities, etc.
TASK2
Covered in PPT.
TASK3
P5. Explore different management roles in event industry.
Event management is the application of project management which manage and develop
the large scale events such as wedding, ceremonies, festivals, conference etc. (Wilkerson, Ford
Global Technologies LLC, 2018) In this, event industry management play different roles which
is explained below:
Social media coordinator: According to me social media is the internet pages on which
people can interact, share and discuss their lives through, words, pictures and video. When Kuoni
Destination Management plan any event then social media play an important role. This social
media provide exciting tool that can be used before, after and during the event. I suggest that
Before the event manager should utilise social networks like Facebook, twitter for creating buzz.
These social networks are effective in build up the excitement as well share the information like
registration deadline, timings and onside tips. During the event, I suggested that the planner of
Kuoni Destination Management should go live to get the honest and live feedback on which
they can act to improve the experiences of audience. According to me Social media provide the
opportunities to the planner for looking at the unique and creative way to enhance engagement.
This social media provide way to allow the new concept of communication.

Customer experience manager: In every event, it is very important to provide better
services to the customers. In this, for make customer services big focus, Kuoni Destination
Management hire the staff which provides the top tier services. According to me, In term of
customer experience management from answering the mail, acquire the feedback and to dealing
with complainants, all are fall into job description for a customer experience manager. I
suggested that better customer experience Create the opportunities of longer stay and effective
in increasing the revenue. Customer experience impact the all area of the event management.
Manger of event security and safety: This play an important role in event industry
Kuoni Destination Management should focus on the safety and security part . It is the duty of
manager to protect guests, staff and volunteers from the potential threats and provide them
security. In this, for the safety and security Kuoni Destination Management should set up the
security checkpoints and hire the security staff which work effectively in providing protection
and security. In this I suggested that manager should provide additional protection for high
profile guests. This safety and security in event industry create the trust and transparency in the
mind of client. Provide safety and security build the trust of client toward the industry.
Meeting designers: According to me these meeting designers are focus on creating the
best experience for client and ensure that the objective are achieved by focusing on the
experience of individual. In this, planer set requirements for meeting and fulfil all the
requirement which is needed in the meeting. According to me Planner should focus on all the
requirement of the client and after that plan the meetings for fulfilling all the requirement of its
client.
P6. Review of management skills and personal attributes which are required to work within the
event industry.
In this, I will going to review my performance in relation to applying management skills
and personal attributes which are required within the event industry. This industry is highly
complex in nature and I will have to go through from various tasks and experiences. For
reviewing my performance I will make two questionnaire and interpret the same.
Questionnaire 1
Name :
Age :

Gender :
Q1. What do you do when you face any problem?
When I face any problem then instead of panicking, I calmly find a reason for the occurrence of
the problem and do not rush to my boss. I try me level best and if I fail then I consult my
superiors.
Q2. Which skills have created a problem for you ?
Certain skills have become problem for me in organising the events like lack of certain
resources which are demanded by the customers. I have arranged those resources but it took a
lot of time.
Q3. How you are able to manage your team ?
I am effectively able to manage my team because I kept on motivating them continuously.
Other than this, I do not sit and gave order or manages work, rather I also do work which is
done by my team and this also motivates them.
Q4. How effective you are while delegating the task ?
I am highly concentrated and effective in delegating the task because I understand my
employee. I am fully aware of their capabilities and skills which helped me in dividing and
assigning the task according to the potential of my worker. This is useful because they are able
to accomplish the task in a desired manner within the specified time frame.
Q5. Which skills have strongly contributed in success of your event ?
My research skills and managerial skills have strongly contributed in the success of my event.
Through research I am able to regularly derive the new and innovative trends in event industry
which will provide satisfaction to the customers. And managerial skills helped me in effective
planning, organising, directing and controlling all the activities of the events.
Questionnaire 2
Name :
Age :
Gender :
Q1. Did you faced any difficulty while taking decisions?
A. Yes

B. No
Q2. What were the response of the stakeholders regarding the arrangement?
A. Good
B. Excellent
C. Bad
Q3. Did you have used innovative tools and techniques ?
A. Yes
B. No
Q4. Does the event was successful in terms of earning profitability ?
A. Yes
B. No
Q5. What skills were most effectively used ?
A. Communication
B. Time management
C. Both
From the above questionnaire, it has been interpreted that I have faced difficulty while
taking decisions because many times the event has demanded some resources which were not
available with me. At this moment, I was left in confusing state whether I could not say no but
also it was difficult for me to say yes. The stakeholders response towards my event was excellent
and I was not expecting this reaction from them. It was really challenging task for me. Yes I have
used innovative tools and techniques in my event like registration was done through scanning the
fingerprints of the individual people. Yes, I was able to complete the event successfully which
has led to huge profitability. I have effectively used my communication and time management
skills in which I was properly able to establish a proper channel of communication between me
and my team and deviation which have arise was solved very quickly.
TASK4
P7. Specify and explain the appropriate measures which will be required to provide safe and
secure environment.
TITLE : Safe and secure environment

Within the event industry the issues relating to the health and safety are changing very
rapidly and organisation are raising more concern relating to the security of the company. There
are various events which are organised in the London and two of them are discussed below :
New years day parade
This is one of the most crucial event in London where a new year parade runs on the
street of London city. This parade was first time organised in the year 1987 and from then every
year this parade is organised. This kind of event attracts millions of people in the London where
maximum number of people participates. There are various safety measures which are taken
under this events because safety of millions of people is a very crucial. The following are the
safety measure discussed below :
 The high tech security of police and army force who have an eye on each and every
person.
 There are ticket charges for theses events and people who take part in such events are
verified through their identity evidences without which they were not allowed to enter
even at the nearby places of the parade.
 Any person who has been found to behave in unethical manner is immediately moved out
of the parade and strict actions are taken on them.
 The entire route of parade is enabled with CCTV cameras which covers each and every
part of the report.
The boat race
It is another important event of the London which is organised in first week of April. This
race took place on river Thames. This boat race takes place between students of the big and
famous universities of the London (Rogers and Davidson, 2015). It attracts thousands of visitors
evert years and each participating team recognises themselves with a colour like blue, red,
yellow, etc. This race last for almost seven thousand kilometres. Some people are very excited to
see this race and for this reason they specifically visit London during the season of April. Thus,
this events also takes various safety measures in order to minimise the risk and they are
discussed below :
 The first and foremost safety measure for this events is, to hire safety boat services and
this ensures the safety boats for wide range of events and projects. All these boats comes
with a competent and qualified helm.

 Proper security ans safety measures under the river are also made so that if any of the
boat sinks then quick action can be taken immediately.
 The live jackets are made with more powerful and high quality such that the person can
be saved from drowning (Wang and Yu, 2015).
 They also makes use of choppers as if any of the boat is seen to face any kind of threat or
danger then they can be saved from choppers quickly.
CONCLUSION
From the above file it has been concluded that event management is the most emerging
terms in current business environment. Managing an event is a broad and complex concept
which requires effective planning and understanding. There are various types of events which are
organised every day and each event has a relative perspective towards attainment of business
objectives. They are important because it effectively organises the entire activities of a particular
event in a most efficient manner and gives a unique experience to the customers and other
stakeholders.

REFERENCE
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