Strategic Event Management: Analyzing Holiday Inn's Approach

This report provides a comprehensive analysis of conference and event management, using Holiday Inn as a case study. It begins with an introduction to the industry, highlighting the various categories and dimensions of events, such as weddings, meetings, product launches, and promotional events, with specific examples. The report then delves into the features and trends influencing the events sector, discussing wedding planning, carnivals, and corporate conferences. It explores event room layouts, considering factors like room size, daily package rates, guest numbers, and client requirements. Additional services, including Wi-Fi, conference calling, catering, and special services for children and disabled guests, are examined for their importance in meeting client needs. Furthermore, the report explores various management roles within the event industry, such as event managers and marketing heads, and their responsibilities. It also reviews the necessary management skills and personal attributes to meet stakeholder expectations. Finally, the report addresses the measures required to ensure a secure and safe event venue for guests and staff, providing specific examples and concluding with a summary of the key findings and references.

Managing Conference
and Events

INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Examine the different categories and dimensions of events, using specific examples to illustrate
the differences...................................................................................................................................3
P2 Using specific examples of different categories of events, discuss the features and current
trends influencing the events sector.................................................................................................4
M1.....................................................................................................................................................5
D1......................................................................................................................................................5
TASK 2....................................................................................................................................................5
P3 Design an event layout to correctly set up a conference or event room to meet specific client
brief requirement..............................................................................................................................5
P4 Examine the additional services available within a conference or event environment and the
importance to provide them to meet specific client requirements for added value.........................6
M2.....................................................................................................................................................7
D2......................................................................................................................................................7
TASK 3....................................................................................................................................................7
P5 Explore the different management roles within the event industry, with reference to current
job opportunities in the sector..........................................................................................................7
P6 Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations...................................................................8
M3.....................................................................................................................................................9
D3......................................................................................................................................................9
TASK 4....................................................................................................................................................9
P7 Explain the appropriate measures required to provide a secure and safe event venue, a safe
environment for guests and safe environment for events staff, providing specific examples...........9
M4...................................................................................................................................................10
D4....................................................................................................................................................10
CONCLUSION.......................................................................................................................................10
REFRENCES..........................................................................................................................................11

INTRODUCTION
Conferences and events organisation are part of hospitality industry as well as it is most
fast-growing sector. In addition to this, it also develops several opportunities for people who
want better carrier within same sector (Bladen and et. al., 2012). Moreover, managing event
and conference is the procedure in that an organisation operate will conduct several practices
for conducting event and conference in appropriate manner as per their potential client. This
report is based on Holiday Inn which was founded in 1952 and its founder was Kemmons
Wilson. Respective hotel was headquartered at Buckinghamshire, United Kingdom. Holiday
Inn is operating within hospitality sector and they serve their services at several area like
America, Africa, Middle East, Asia Pacific as well as Europe.
This report will be going to cover several types of event in same industry as well as it
will also involve professional standard which needed for setting up conference and event
room. In addition to this, it will also discuss management skills that are needed for working in
event sector and this will also include measures which are needed for conducting
management in safe and secure manner for their guest.
TASK 1
P1 Examine the different categories and dimensions of events, using specific examples to
illustrate the differences.
In event and conference sector several categories as well as dimension are their that are
based on the type of event. Some of these are mention below which Holiday Inn conduct:-
 Wedding: This occasion is for the most part directed by a colossal level in which
number of people groups comes so as to appreciate the eve. The individual service
remembers different capacities for it.
 Meeting: It is an occasion where meeting or communication is led between at least
two man on a specific theme (Boje, 2014). This can be separated into two kinds, for
example, formal gathering just as casual gathering. This occasion didn't required
tremendous space as contrast with wedding occasion.
 Product launch: It is consider as occasion in which Holiday Inn lead its item or
administration dispatch occasion where they present their item just as its highlights.
Here quantities of crowds are relying on the size of occasion and friends spending
plan.

 Promotional event: This is thinking about as occasion in which Holiday Inn will lead
special occasion of the item, administration, sound, music, film, etc. This sort of
occasion is by and large led by the immense level.
 Award ceremonies: It is characterized as an occasion wherein particular
organization will sort out honour functions for their customer or organization. Here by
and large prize or grant circulation will be finished.
In addition to this, there are several dimensions related to event which respective
industry consider. Explanation of some are mentioned below :-
 Live versus virtual event: The event mainly consider in two manner such as live in
that overall event will conduct in front of audiences like musical event and several
other (Boyer and et. al., 2012). Whereas, another event is virtual event that involve
interaction within peoples through sharing same type of virtual environment like web.
 Multi versus single event: It is an event program that involve more than one event
like huge carnival include food, game and many more. On the other hand, another
event dimension is single that involve one event in it like book launch.
P2 Using specific examples of different categories of events, discuss the features and current
trends influencing the events sector.
At global level numerous events can be conduct in that each and every event have some
specific features that make them different in terms of current or latest trends which is differ of
every event. Explanation of some are as follows :-
 Wedding: It is characterize as capacity in which two individuals get drew in with one
another for rest of their life. This is commonly a tremendous capacity and their
customers are families, they have all age bunch visitor and they by and large select
area which is enormous and delightful. Financial plan of this occasion is additionally
enormous and it might conduce for 2 to 3 days. For directing this occasion right now
people groups are utilizing occasion application so as to choose area, structure, dress,
etc (Chen and et. al., 2012). In this sort of occasion wellbeing of individual just as
their possessions is significant issues for Event Company.
 Carnivals or fair: It is define as event which is also conducted at huge level and it
will include number of small events in it such as games, food and drink stalls,
decorative idea stall and so on. Client of this event are all age group peoples generally
those who are children as well as they also have huge budget to conduct it. Duration

of time event will be depending on the organizer. Current trends which are considered
in respective event are new technology products, attractive decoration, and enjoyable
items and so on.
 Corporate Conference: This is thinking about as occasion in which at least two
corporate meet up and leads meeting or gathering. This is done at medium or little
level and for this not immense spending will be required as contrast with wedding or
reasonable (Cooke, Stratton and Conroy, 2016). This will be directed for 2 to 7 days
however it isn't accomplished more in more than 7 to 10 hours. Its financial plan is
likewise not tremendous. The current patterns which are consider in this are meeting
themes, innovation utilized, feel and some more.
M1
D1
TASK 2
P3 Design an event layout to correctly set up a conference or event room to meet specific
client brief requirement.
For conducting conference and event in better way it is important for event company to
consider several factors which starts from planning to the end of the event. Holiday Inn they
have to consider several factors, which are as follows:-
 Layout of the room: It is one of the central point which must be considered by a
separate lodging while at the same time leading or sorting out occasion or gathering.
This is so in such a case that administration select little space for gigantic number of
visitor then it will be choking for all the people groups (Fried, 2015). So it is vital for
them to choose legitimate size just as state of room as indicated by the visitor
proportion which must be not very little or huge.
 Daily package rate: Rate of occasion bundle will be profoundly sway on the
customer choice so it is fundamental for the particular lodging the board to consider it
in viable way which help in holding staffs. Alongside this separate lodging the board
may likewise create bundle of occasion or meeting as per the spending plan of the
customer. This will help in drawing in clients just as fulfilling their prerequisite
successfully.
 Number of guest: This is fundamental for an occasion organization to consistently
consider the quantity of visitor who will go to the occasion since it will help them in

planning plans or procedures all the more properly (Jain and et. al., 2012). In regard
of separate inn by considering individual factor they ready to create legitimate choice
identified with room, food and refreshment amount, guest plan and some more.
 Requirement of client: This is fundamental for a lodging to consistently think about
necessity, need and desire for the customer since they are paying for it and it is their
entitlement to make things done by them. In regard of Holiday Inn, their
administration first direct appropriate gathering with their customer which help them
in knowing their prerequisite and need at that point concurring they plan the
occasion.P4 Examine the additional services available within a conference or event
environment and the importance to provide them to meet specific client requirements for
added value.
During the occasion or gathering there are number of expansion administrations which are
gain by a customer or crowds (Lavell and et. al., 2012). By offering extra types of assistance
Event Company ready to satisfy need and necessity of their possible customers. A portion of
the major extra administrations which are given by Holiday Inn are given underneath:-
 Wi Fi service: This is one of the fundamental factor which is given by every single
occasion organization. It is so in light of the fact that in the present time it basic for
everybody. In regard of Holiday Inn they direct different occasions, for example,
meeting, wedding, grants work and a lot more and for this accessible of web office is
basic.
 Conference calling facilities: This is basic for formal occasion like organization
meeting or gathering where part need to lead meeting calling. In regard of Holiday
Inn they sort out gathering or conference so they have to give office of telephone call
with the goal that gathering will be lead appropriately.
 Catering service: It is successful just as basic administrations which are given by
Event Company during the occasion. As indicated by which they offer assortment of
food and drink to visitor so they can appreciate the capacity in successful way without
feeling ravenous and parched.
 Special service for children and disables: According to this expansion office it is
fundamental for Event Company to give expansion and unique administrations to the
kids, mature age people groups and handicap (Mair and Whitford, 2013). With the
goal that they can likewise appreciate the occasion in successful way. In regard of
Holiday Inn they are must offer exceptional assistance or office for youngsters,

handicaps or mature age individuals which help them in getting a charge out of
occasion in appropriate just as fruitful way.
Thus, above mention are some additional factors that have to be consider by Holiday Inn at
the time of consider conference or event.
M2
D2
TASK 3
P5 Explore the different management roles within the event industry, with reference to
current job opportunities in the sector.
In accommodation industry or occasion industry there are different employment jobs which
help the organization in accomplishing their craving objective just as target. There job or
employment profiles are interconnected with each just as they likewise lead work co-
ordinately for they all accomplish their goal by achieving work successfully. From which
some significant jobs present in Holiday Inn are given below:-

• Event Manager: This activity job is speaking to that individual who conducts different
works so as to make occasion effective at the given or chose time. Exercises led by
individual at Holiday Inn are occasion arranging, distinguishing asset, organizing
material or asset, coordinating colleagues and some more (Missaoui and et. al., 2014).
Alongside this they additionally lead meeting with the customers so as to comprehend
their prerequisite in regards to the occasion then in like manner supervisor direct
arranging. Occasion chief of separate inn will likewise book scene and create plan as
indicated by customer prerequisite.
• Marketing Head: The principle capacity of showcasing division related individual is to
those exercises which make their exercises, occasion, items or administration
celebrated and for these they limited time just as promoting exercises with various
medium. For instance, internet-based life, print media, computerized media, messaging
and some more. Advertising head at Holiday Inn direct every one of these exercises so
as to draw in an ever-increasing number of customers or visitor and make occasion
effective.
These are a portion of the significant activity jobs which are available in Holiday Inn,
through which they ready to achieve their objective just as target in powerful way. Alongside
this these all division direct works with appropriate coordination so they can achieve
objective just as target all the more successfully.
P6 Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations.
There are different administration abilities and individual properties are required for
working in the occasion and gathering industry just as those aptitudes are additionally vital
for meeting partner expectation (Parent, 2013). From those abilities and properties some
significant aptitudes and characteristics which are consider by Holiday Inn the board are
clarify mention below:-
Management Skills-
 Problem solving skills: It is one of the significant dangers which are required to work
in cordiality or occasion industry in light of the fact that there are number of
circumstance emerges identified with individual issues. So by this aptitudes particular
inn staffs can manage struggle or some other issue related circumstance in powerful

way. It will likewise help them in surviving or dealing with every single circumstance
in viable way.
 Fast thinking Skills: It alludes to expertise as indicated by which it is basic to have
quick deduction ability among the staffs who are working in occasion industry on the
grounds that at some point they need to take choice suddenly. So on the off chance
that they didn't have separate ability, at that point they may confront issues like clash,
delay in work, ill-advised work, etc.
Personal Attributes-
 Personal attitude: For directing work or creating vocation in occasion industry this
characteristic is important and this will incorporate a few components like character,
relational abilities, speaking to style, etc (Reding and et. al., 2013). This is basic since
they need to speak with others constantly and appropriate character will help them in
drawing in just as persuading others.
 Professional conduct: This alludes to the ascribe as per which it is fundamental to
have proficient abilities in an individual who need to proceed with their vocation n
occasion industry on the grounds that through this credit they ready to connect others
in successful way. Alongside this, it will likewise prompt achievement of undertaking
or work in compelling way which help in accomplishing objective just as goal viably.
These are a portion of the significant aptitudes and traits which are consider by Holiday
Inn the executives while recruiting any individual for a specific activity job. This is so on the
grounds that through it they ready to employ opportune individual for the correct activity.
M3
D3
TASK 4
P7 Explain the appropriate measures required to provide a secure and safe event venue, a safe
environment for guests and safe environment for events staff, providing specific
examples.
There are various measure which are consider by an organization so as to give secure and
wellbeing scene to customers, safe condition to visitor and staff, from which some major are
referenced underneath which can be received by Holiday Inn for leading suitable occasion
and meeting:-
Providing a secure and safe venue:

 Conducting Risk Management- In regard of Holiday Inn they should consider all
the elements which may chance during the occasion or gathering, for example,
crowed visitor, hazardous food, etc (Rogers and Davidson, 2015). In this regard
individual lodging must think about wellbeing and security, fire wellbeing, sanitation,
room limit, stockpiling and numerous others so as to guarantee secure and safe scene.
 Ensuring emergency services- During the occasion there will be chance that any
miss happening may emerge because of which occasion get ruined so as to stay away
from this sort of cases separate inn may guarantee all the crisis administrations, for
example, medical aid, fire security, water tank accessibility etc.
Providing a secure and safe environment for guests:
 Security and crowd Management- In request to guarantee wellbeing of visitor
separate lodging may guarantee security just as crow the executives as indicated by
which they may enroll the whole visitor by their ID evidence (Thamhain, 2013).
Alongside this they may likewise introduce security filtering machine so as to
safeguard wellbeing of visitors at occasion.
 Ready for conflict resolution- During the occasion there will be chance that
contention may emerge with the goal that it is obligation of Holiday Inn to lead
appropriate administration of staffs so they can resolve strife at the underlying stage.
Through this they ready to maintain a strategic distance from some significant issues
or issue.
Secure and safe environment for staff:
 Consider all legal factors- It is one of the main considerations which must be
consider by particular lodging for guaranteeing security and wellbeing of workers. In
this they may receive distinctive legitimate standards and guidelines, for example,
Data security Act, Employment Act, etc.
 Provide training and development- Respective hotel may likewise give preparing
and improvement meeting to their staffs so they can realize how to lead work in
wellbeing and secure way just as maintaining a strategic distance from issues (Tran
and et. al., 2012). This will likewise prompt directing of value work and at legitimate
time.
These are some of significant practices or measures which are basic to consider by Holiday
Inn for directing occasion and gathering in legitimate just as fruitful way.

M4
D4
CONCLUSION
After going through overall discussion, it has been summarised that in today
competitive business environment event and conference sector is growing fast that result in
several advantages such as job opportunities, improve economy, better living standards and
many more. Within event sector there are numerous functions like meeting, weeding,
promotional event, product launch, award ceremonies and many more. In addition to this,
there are several exhibition categories like carnivals, trade show and art fair as well as there is
also variety of festivals religious, foods and drinks, sports, music and many more. Moreover,
there are several factors that have to be consider by event and conference organizer like shape
of room, temperature, package, audio requirement and several others.

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