Managing Conferences and Events: A Report on Hilton Hotels UK

Desklib provides past papers and solved assignments. This report analyzes conference and event management at Hilton Hotels UK.

Running Head: MANAGING CONFERENCES AND EVENTS
Managing conferences and events

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Table of Contents
Introduction....................................................................................................................................3
LO1 Investigate the different categories and dimensions of the event within the event sector.....4
Categories and dimensions of events and the differences........................................................4
Different categories of events, features and current trends influencing the events sector........6
LO2. Examine the considerations for conference and event room set-ups defining the
professional standards required....................................................................................................8
Event layout to set up a conference or event.............................................................................8
Illumination and decor............................................................................................................8
Lounge....................................................................................................................................8
Banquet..................................................................................................................................8
Stage......................................................................................................................................9
Embedded tables....................................................................................................................9
Additional services available within a conference or event environment...................................9
LO3 Explore the management skills required to work within the events environment and
successfully.................................................................................................................................11
Management roles within the event industry............................................................................11
Management skills and personal attributes required to work within the events industry and
meet stakeholder needs and expectations..............................................................................12
LO4 Explain the measures required to manage a secure and safe events environment for staff
and guests...................................................................................................................................13
Conclusion...................................................................................................................................15
References List:...........................................................................................................................16

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Introduction
Event management can be defined as a process in which a group or individual creates or
develops a project related to different events with a specified framework consisting of proper
planning and programming at all times. Event management can include seminars, conferences,
meetings, business meetings and personal events like festivals and weddings. The event
manager is responsible for having interpersonal skills and good leadership and management
qualities so that they can coordinate an event properly. This study will focus on the dimensions
of the events that can exist in a given sector and the services and qualities will be analysed for
the hosting of events. The managerial skills of an event manager will be taken into consideration
and necessary measures should be taken for the safety and security during the event. This
assignment will focus on the Hilton Hotel of the United Kingdom as it is one of the most
renowned hotels around the world and operates in more than six continents, having over 600
outlets in different countries (Hilton.com 2019). It is well known for its customer satisfaction and
large terms of revenue.

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LO1 Investigate the different categories and dimensions of the event within the event
sector
The United Kingdom has the enormous number of hotels but Hilton Hotel is chosen for the
study, as it is one of the notable in the world and also provides several opportunities to the
customers during the events conducted on its premise. The organisation allows the customers
to conduct several corporate and personal events on the facility and it is well known for its kind
of services and the prices it offers, especially for different kinds of conferences, including trade
exhibitions, business dinners, networking events, award meetings, shareholder meetings, and
product launch events (Fragkogianni 2018). The company also conducts several kinds of
personal events like wedding and get-together parties, and the company has been well known
for its quality service during the course of any event, whether it be the corporate event or a
personal one. Elements for different kind of events are different in each case and therefore, it is
very important to understand the differences for hosting an event. The elements, along with the
categories and dimensions will be shown below for understanding the differences between the
events.
Categories and dimensions of events and the differences
Elements Business conferences VIP dinners Wedding ceremonies
Decoration The company organises
a formal and
sophisticated decoration
for business
conferences. The
company has to attend
for different kind of
projector screens
speakers, chairs, tables,
writing, proper sitting
arrangement, and has to
provide the customers
with a satisfying
The company organises
for a formal decoration
but with a touch of
simplicity, maintaining
sophistication at all times.
This is why the company
has to arrange for
different kinds of
equipment like speakers,
sitting arrangements,
decoration with flowers
and fragrances, and the
maintenance of proper
The company organises
for an informal
decoration which is
generally a theme
based approach
including different kinds
of sub-activities. This
kind of decoration
includes floral
fragrances, proper
lighting, good sitting
arrangement and other
requirements required

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ambience so that the
guests seem vigorous
and urged all times.
They also focus on
corporate behaviour as
well during the process
(Higgins-Desbiolles
2018).
dining table, which
means beautification and
luxury, is the main
emphasis in this kind of
event.
by the hosting party.
Tenure More than 2-3 days Single night 3-4 days or more
Funds The stakeholders and
the partners of the
company do the
sponsor of the business
conferences and this is
why the funding of the
business conference is
quite high in comparison
to the other ones. The
company has to
maintain the luxurious
atmosphere in the event
as many renowned
international and
national level business
conferences are held.
Prices are generally
high and there is no
straight funding policy
from the investor.
A single party, especially
the one who has
conducted the event,
generally does the
payment. Prices of the
events range from low to
high ranges depending
upon the requirements of
the event. It is generally
seen that a person who
as a high financial status
organises gala dinner
while a person of mid or
low financial status
arranges for buffet
dinner. Luxury parties are
also arranged sometimes
(Boo and Busser 2018).
In the case of personal
events like wedding
ceremonies, the
payment is done from
personal funds and
therefore the
organisation takes
initiative to reduce the
expenses for this kind of
events to maintain a
good relationship with
the customer. The
company takes a 20%
advance of the
estimated expenditure
and this helps the
company to reduce the
overall cost of the event,
especially when the
tenure is long lasting.
Instalments are also
allowed for such cases

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Food and
beverages
The star Michelin Chefs
serves food and
beverage in this event
and preference is given
on the starters and the
good quality beverages.
These are provided at
the start of the event.
Food is served during
the conference hours
and the local delicacies
are focused more so
that the guest from the
international frontiers
can know about the
culture of the nation
(Gretzel 2018). Drinks
are served every hour
and emphasis is given
on the authenticity of the
food. Lunch and dinner
are also provided in
cases of long tenure
business conferences.
Emphasis is provided on
the serving of starters
and beverages to every
guest. Every guest is
treated properly and is
offered a refreshment
drink. The main course is
served in a la carte or
buffet according to the
requirements of the
customers. Serving is
done according to the
seating arrangements
and the required quantity
for the food and drinks
are very high in this kind
of events (Hilton.com
2019).
The food and beverages
served in this kind of
events ranges from
different kind of multi-
cuisine dishes to local
delicacies, however, the
companies observe that
the guests are provided
with the best quality
services and the food
for the beverages are
prepared by good
quality chefs. There is a
wide range of choices in
this kind of situations
and every guest is
treated with a welcome
drink and a local
delicacy (Chang et al.
2017).
Different categories of events, features and current trends influencing the events sector
Hilton Hotel is well known for its events and conferences and the company has been able to
arrange memorable events for the customers, which have also increased the demand for the
services since its foundation. Most of the events depend on the capability of the customers and
therefore the prices of the events depend on the same. If a customer has a high financial

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capability then it is likely that the person will be able to invest more in the events while a person
who has a mediocre financial strength, is likely that the person will be investing less in the
events (Dardeer et al. 2017). The company has a good research team who has been able to
understand the demands of the customers and has developed the products and services
through several trial and error methods. The company is well off and is able to understand the
fluctuations in the market and therefore the managers of the company focuses on the current
trend of the market so that it can introduce different kinds of services and techniques to
organise the event in a better manner. The managers of the company and organising
committee have helped the company to improvise and innovate the processes and its services
so that latest technologies can be brought to the market and the customers can be provided
with an immeasurable service (Jones 2017).
The generation of the customers and the demographics of the market are changing which is
influencing the events in the company and therefore there is a change in the volunteering and
mentoring processes, including a different kind of learning techniques. The company has been
facing an increase in the number of trade shows, public and private social networks, which is
developing a dedicated squad of people and exhibitors. This kind of event-related analysis has
helped the company to understand the current trend of content generation and curation, and the
company has been able to focus on the demands of the customers, which includes the
experiences and the show designs of the events (Raj et al. 2017). This kind of changes in the
buyer format is influencing the behaviour of the company and is driving a number of customers.
Customers desire a tech-savvy personality, which is polished and luxurious at the same time,
and they wish to have highly disciplined and proficient employees who can encourage them to
satisfy the demands. This is why the company is introducing several skilled workers so that they
can help the customers to avail the latest technologies and increase satisfaction, increasing the
reputation of the company. Customers want the conferences to be in a much more structured
manner, which will have several facilities like food services and entertainment (Stewart 2017).
Customers also look for a beautiful experience, especially the people who come from other
countries, as they want to have an experience of the local culture. This is why the managers of
the company are looking to renovate the interiors with different kind of designs and
technologies. It will be helping to increase the satisfaction of the customers and help the
company to follow the current trends.

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LO2. Examine the considerations for conference and event room set-ups defining the
professional standards required.
Event layout to set up a conference or event
It is important for the company to have a certain set of units to set up an international
conference and maintain the professional standards, and the company will have to conduct the
event of ‘Universal Touring and Convention on Tourism’ expansion recently.
Illumination and decor
The company will have to conduct this event in the evening and therefore the lighting,
illumination and decor are very much important as it can help in the beautification of the event
and upholding the culture. This has to be done in such a way that it becomes safe for the
customers as well as for the people working together for the event. The decor will include
fragrances, beautification with flowers, LED lighting, and a beautiful buffet, focusing on
cleanliness and high-grade experiences of the customers at all times (Yang and Tan 2017). The
company also wishes to introduce the traditional British culture through the decor and the
illumination process.
Lounge
Hilton Hotel will have to introduce a theatre-style lounge and will have to renovate some halls so
that they can concentrate on providing the customers with the traditional British experience, and
will have to embellish and innovate the processes such that the customers can relax and rest
conveniently. The company will also have to provide the customers with an executive lounge
which will be providing a good view of the city of London and will have to provide them with Wi-
Fi connectivity at all times and premium food and beverage service (Getz and Page 2016). This
has to be created in such a way that it can uphold the culture as well as provide a panoramic
view of the nearby areas, for which the 14th floor of the company will be the most suitable.
Banquet
For this event, the company will have to provide the customers with a banquet facility and will
have to provide several features so that the experiences of the customers can be enhanced. It
will have traditional English beautification and will have a lot of space so that the activities can
be conducted properly. The dance floors can be used to accommodate the guests and there will
be a continuous flow of food and beverages during the event (Hilton.com 2019). The company

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will provide profoundly skilled workers during the course of the event so that the problems of the
customers can be solved instantly.
Stage
The company will be creating a stage so that it becomes comfortable for the speaker to
delegate the message to the guests. Hilton Hotel will be building the stage on the rooftop so that
not only the event becomes successful, but also the guests can have a beautiful experience and
have a panoramic view of the nearby areas as well (Repo 2016). The company will also be
arranging other activities after the meeting and the management will be using skilled workers to
make the programme successful.
Embedded tables
The company, to accommodate the guests will use the tables, and every guest will be provided
with a set of pads, pens, papers a bottle of water and will have easy access to the coordinator
and the speaker. A speaker will be placed in front of every delegate and will be provided with
proper safety and security at the time of the meeting.
Additional services available within a conference or event environment
The company also offers the customers with different kind of additional services and so that the
experiences of the customers can be enhanced.
The company provides a customer with Wi-Fi connectivity at all times so that they can make use
of the internet facility and complete their pending work, which without the connectivity would
have been hard to complete. This can also be used for entertainment purposes and is likely to
create consumer value (Robinson et al. 2016).
The company also provides the customers with beauty and spa services that can help the
customers to reduce the stress. This can be availed by the customer with a negligible amount,
which includes facilities like personal health and wellbeing, spa bath, and body massages.
The company provides the customers with banquet services as well as conference rooms so
that a corporate meeting can be arranged without a hassle. This will increase customer value as
a good experience can increase brand image, which will attract more customers (Nikolaidis et
al. 2016)

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The company also provides the customers with laundry services and dry cleaning as it becomes
easy for the customers to get their clothes washed without having to purchase new ones. This
will be beneficial to the customers who will be staying long or will be correlated with consecutive
performances.
The customers are provided with a very efficient first aid service during emergencies so that
whenever the customers fall sick they can take care of them and provide them with the first aid
to avoid problems. The company has doctors on the spot so that they can help in the case of
emergencies and care workers are there so that they can take care of the disabled people or
the people of old age. This kind of service is likely to enhance the experiences of the customers
and increase company value. The company also has tie-ups with nearby hospitals, so that they
can take their service in case of serious emergencies (Robinson et al. 2016).
The customers are also provided with services of city tour arrangements so that the customers
can have a tour of the nearby areas. The company also provides the customers with movie
tickets and facilities like billiards, gambling and chess so that they can experience good times
inside the organisation and never feel bored. They also allow the customers to rent a car any
time of the day
The company provides customers with proper underground parking facilities and taxi services
so that it becomes easy for the customers to bring their own transportation to the site.

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LO3 Explore the management skills required to work within the events environment and
successfully
Management roles within the event industry
The plans and activities will have to be aligned with several roles and regulations in an event
management program and it is important for the company to have several members who can
coordinate the event properly. The company will have an event manager, supervisor of the
event, event coordinator, the sponsor, and the director of the event, a coordinator and
communication assistant. Several job roles are also being introduced along with the traditional
roles and the advent of this kind of roles is helping the companies to emerge in the market and
introduce several changes at a very fast rate (El Haddad 2015). The company has to use
different kinds of technologies so that the changes can be made in a constructive manner, and it
is the role of the manager and leader of the company to be specific about the situations and to
carry on with the functions appropriately so that there is no dilemma throughout the event. The
above-mentioned event is a much esteemed one and it is expected that many guests from other
countries will be arriving at the country to experience the preeminent services, and therefore it is
important for the company to look at the specifications ahead of time and complete the
arrangements with the help of the professionals in the field (Getz 2015).
It is important for the managers to delegate the workers with proper work and will have to assign
the tasks so that everybody is able to comprehend their individual rules and they can toil without
vacillation. It is important for the company to look at the dimensions and the responsibilities of
the activities so that the status of the company can be sustained. The management of the
country will have to focus on incorporating latest technologies and proper planning in the
process of the event functioning. It is important for the Hilton Hotel to arrange for a conference
architect who can help in accomplishing the international conference properly and will have to
set a blueprint of the event with a digital concierge (Hilton.com 2019). This person will be taking
the liability of supervising the presentations and the projections as well. There has been an
increase in the number of managerial roles other than the traditional roles in the event sector
and these roles include event coordination, catering services manager, social media controller,
coordinator of the sponsorship, wedding ceremony planner, staff coordinator and the marketing
manager (Kashef 2015). This kind of specifications has been created so that the process of the

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events becomes comfortable and it becomes easy to introduce a proper planning process for
the events. This kind of actions become very important in the event industry, and helps to
manage every problem properly. Many companies have been using special ventures so that
the event can be completed beneficially and specialised employees are attracted for the same
reason.
Management skills and personal attributes required to work within the events industry
and meet stakeholder needs and expectations
 Skills of problem-solving is a must
 Loyalty is very important in the sector to attract more customers
 Proper leadership approaches must be taken to solve the problems of the customers as
well as that of the company
 There must be good knowledge of the events so that the dilemma can be avoided
 All the employees must be very much associated with the company and with its
approaches (Mair 2015)
 Everybody will have to be enthusiastic and adaptable to the job roles
 The employees must have the ability of phenomenal retention
 There must be a sense of innovation and inventiveness in the activities so that
processes can be changed according to the requirements of the customers
 The information must flow in a hierarchical manner and well-organised aptitudes are vital
 Different kind of technologies will have to be used to make the events uniform
 All the employees and the managers will have to familiarise themselves with time
management processes