Sustainable MICE Conference: World Association of Travel Agencies

This report outlines a proposed conference for the World Association of Travel Agencies, emphasizing sustainability and corporate social responsibility. The conference, planned for spring 2022 in Salford, aims to unite global travel agency stakeholders, government representatives, and academic experts to discuss sustainable growth within the industry. The rationale, objectives, venue justification (AC Hotel by Marriott in Salford Quays), operational analysis (catering, accommodation, transportation, AV support), proposed budget, marketing mix, conference schedule, internal/external analysis, and recommendations are detailed. Key aspects include promoting sustainability values, coordinating efforts between stakeholders, and ensuring a secure, engaging environment for approximately 250 international attendees. The report also highlights the importance of cyber security measures, cultural integration, and team-building activities to enhance the conference's overall success. Desklib is a great resource for students looking for similar solved assignments and past papers.

Meeting,
Incentives,
Conferences and
Exhibitions

Table of Contents
Part 2 ...............................................................................................................................................3
a) Rationale and background of the conference..........................................................................3
b) Conference Objectives ..........................................................................................................3
c) Justification for the venue and destination selection..............................................................4
d) Operational analysis................................................................................................................5
e) Proposed budget.....................................................................................................................5
f) Conference promotion ...........................................................................................................6
g) Conference schedule ..............................................................................................................7
h) Internal and external analysis ................................................................................................8
i) Recommendations ..................................................................................................................8
REFERENCES................................................................................................................................9

Part 2
a) Rationale and background of the conference
Rationale for the conference: World association of Travel agencies conference aims to
unite key stakeholders from the global travel agency industries at single place along with
representatives of international governments, global travel agency industry stakeholders and
renowned research personalities from academia. The rationale behind this is to discuss
sustainable growth in the travel agency industry and attain sustainability goals by co-ordinating
with each other. In addition to this, promotion of green activities and sustainable corporate social
responsibility is a task accomplished with the help of this conference. This is because unification
of major stakeholders, experts and government representatives will ensure effective promotion of
sustainability to significant individuals and organizations in relation to travel agency sector.
Background for the conference: The conference is being organized for World
association of travel agencies which is an organization created for growth of tourism activities
and safeguard interest of travel agencies from around the globe. The association helps travel
agencies make continuous progress by offering channels to collaborate with airlines, hotels
cruises, transportation organization and travel vendors. The organization was established in the
year 1949 and is currently headquartered in Geneva. This is three day conference which will be
held in spring 2022 with more than 250 attendees at the event hailing from international regions
who are key members of government institutions, commercial and academic industries. The
destination selected for the conference is Salford. The attendees gender division is equal so equal
number of male and female guests will be arriving at the conference.
b) Conference Objectives
 To unite stakeholders of the travel agent sector, associated government representatives,
experts from academia and industrial research facilities at a single event to discuss future
of the travel agent industry.
 To promote sustainability values among members associated with travel agency industry.
 To discuss measures for sustainable growth of travel agent industry.
 To promote coordination between travel agency stakeholder, government institutions and
academic experts for improving sustainability in the sector.

c) Justification for the venue and destination selection
The destination selected for holding World association for Travel agencies conference is
contemporary cultural and entertainment centre of UK Salford Quays. The Venue for the
conference in Salford is the AC Hotel by Marriott located at walking distance from tram station
in the city.
The justification for selection of Salford is that it is the most sustainable city in United
Kingdom making it suitable for the gathering of travel agency industry stakeholders to discuss on
sustainability. Salford is part of Greater Manchester and is one of the most green cities in UK
with presence of energy efficient buildings and preservation of green spaces. The city has lower
than average CO2 emissions, below average energy consumption levels and high recycling rate
in UK (Salford beats Brighton and Bristol to title of ‘greenest place to live’, 2020). In addition to
this the area is also significant from tourism viewpoint as it ha many historically significant
buildings and areas such as Oldsar House and Scared Trinity Church. There are various heritage
sites located in the city such as Worsley along with live sports events and Water sports centre
(What to see and do, 2021). These attractions and sustainable practices of the city make it perfect
destination to conduct conference related to travel agency sector which focuses in sustainability.
The justification for selection of AC Hotel by Marriott is that the Marriott also values
sustainability. This is suitable choice for holding three day conference as the Hotel provides
meeting, private dining and meeting equipment required to conduct an effective conference. This
includes AV equipment, microphone, portable stage printers, computers and high speed internet
assess. In addition to this there are three event rooms in the Hotel covering a total area of 1216
square feet (Meetings and Events, 2021). This large span can be used to accommodate 250
delegates attending the conference and ensuring the every guest gains excellent experience. The
accommodation facilities of this Hotel consists of luxury Hotels rooms with complimentary WI-
Fi facilities, 24 hour room service and uplifting décor. The dining facilities of the Hotel offer
variety if cuisines prepared by skilled kitchen staff. Excellent hospitality services offered by the
AC Marriott Hotel along with the dedication of Marriott hospitality chain towards sustainability
justifies the selection of this Venue for holding conference for World Association of Travel
agency.

d) Operational analysis Catering options: This part of the operational analysis of the conference includes
analysing the catering options available. The primary catering option is to seek catering
services from the AC Marriott Hotel along with 24 room service given by the Hotel. The
advantage of this catering option is that it provides assess to wide range of cuisines and
by highly experienced chefs (Elo and et. al., 2018). The disadvantage is that seeking
conference catering services from luxury Hotel will increase expenditure of the company.
Contracting a catering service company for the conference is a viable option. The
advantage of this option is that it can be purchased at low cost in comparison to altering
services of luxury Hotel chain. The disadvantage is the introduction of strangers to an
event and potential lack of variety (Safronova, Nezhnikova and Kolhidov, 2017) (Liu and
et. al., 2017). Accommodation: The option is to book accommodation services at AC Marriott Hotel.
The advantage of this accommodation option is that the luxury hospitality facilities will
provide excellent experience to the consumer. The disadvantage of this option is that it
leads to increased costs because of luxury Hotel (Boone, Kurtz and Berston, 2019). Transportation: The transportation options for the conference is to purchase professional
transportation services for every guest. The main advantage of this option is that ti will
provide the guests comfortable experience. The primary disadvantage is that single
transportation for every guest will contribute to pollution.
 AV Support: The first option is to gain AV technician services from the AC Hotel by
Marriott. The primary advantage of this is that it enables the company to seek
professional help anytime. The main disadvantage is that AV technician provided by the
AC Hotel might not be expert in cyber security if the conference. Another option is to
gain AV and cyber security support from separate firm (Behal and Kumar, 2017). The
advantage if this option is that it provides the company with experts who of professional
AV and cyber security services. The disadvantage is that it will increase costs of the
event.
e) Proposed budget
Expenses Costs

Catering 10,000
AV technician 2,500
Equipment 15000
Transportation 30,000
Additional Staff 5,000
Total 62,500
f) Conference promotion
Marketing mix of the conference Product: This element of the marketing mix is focuses on the products or services
offered by the event (Bozer, Levin and Santora, 2017). The services offered during the
event include catering services for variety of cuisines, golfing activities at Marriott
Worsley Golf Park, team building activities and private dining at the final day of the
event. Price: The total costs of the event is £66500 which includes accommodation
transportation, catering and AV costs and assist in completing the conference with high
amount of guest satisfaction. The company will be able to crate a collaborative
atmosphere at the event with this investment in various facilities to ensures guest
satisfaction. Place: The venue selected for the conference is AC Marriott Hotel, Salford Quays. This
is perfect Venue as the city is known for sustainability and the Marriott Hotel chain is
motivated to enhance sustainability in the hospitality sector.
 Promotion: This element of the marketing mix focuses on understanding the
promotional activities carried out in order to market event (Urmínová and Kusá, 2020)
(Behal and Kumar, 2017). Social media is the main promotional channel selected for the
present report as it will plan an important role I promoting insubstantiality to large
audience and connect stakeholders in the tourism industry all over the globe to discuss
areas for sustainable growth.

 People: This includes the individuals participating and performing in various operations
and contribute to successful completion of the project. The event organizers, AV support
team, Hotel staff, catering staff are the main people which are involved in effective
completion of the World Association of Travel Agencies.
 Process: The primary process involved in the successful completion of the event are
mentioned in this element of the marketing mix (Gross and Hanna, 2019). In case of the
respective conference, the primary process includes connecting with various suppliers to
ensure timely delivery of various services and offer satisfactory and secure event to
every guest. The conference event is organized by taking services from the best suppliers
to which will assist in gaining a successful outcome.
 Physical Evidence: This element refers to the everything seen by the guest while
attending the event. The physical evidence in case of the respective conference refers to
the uxorious interior décor, services and dining offered by the AC Marriott Hotel. In
addition to this high security provided by cyber security firm and security team of the
Hotel are also part of the physical evidence.
g) Conference schedule
Timings Event
Day 1- Wednesday, April 20, 2022
8:30 am to 11:30 am Keynote speaker
11:30 am- 1:00 pm Academic speaking session
1:00 pm- 2:00 pm Lunch
2:00 pm- 7:00 pm Team building activity
Day 2- Thursday, April 21, 2022
8:30 am to 11:30 am Corporate Social responsibility
11:30 am- 1:00 pm At Leisure
1:00 pm- 4:00 pm Discussion on Tourism and Sustainability
4:00 pm- 7:00 pm Importance of green spaces

Day 3- Friday, April 22, 2022
8:30 am to 11:30 am Keynote speaker session
11:30 am- 1:00 pm Sustainable technology demonstration
1:00 pm- 2:00 pm Lunch
2:00 pm- 7:00 pm Discussion on sustainability challenges
7:00pm – 8:00 pm Formal dinner
h) Internal and external analysis
 Event Organizer: Event organizers play an in successful completion of an event. In case
of the World Association of Travel agencies conference event organizers are at the
centrer of effective completion of the event. It s important for the organizers to ensure
that every guest gains positive experience and objectives of the conference are attained.
 Event Host: Event Host has to ensure that every objective of the event are completed in a
timely meaner (Boguth, Grégoire and Martineau, 2019). It is the duty of the event host in
relation to the respective conference to promote sustainability and coordination between
guests from different backgrounds.
 Suppliers: In case of the World Association of Travel Agents conference supplier list
includes accommodation suppliers, catering suppliers, AV support and transportation
suppliers. They play an important role in providing positive guest experience and
ensuring successful completion of the conference.
 Sponsors: Sponsors are essential for gaining the capital required to conduct a successful
conference. It is importance to ensure that expectations of the sponsors are prioritized by
the event organisers and completed.
 Safety regulations: Maintaining safety regulations ensures that safety of the guests and
staff present at at secure environment which plays an important role in successful
completion of the event.
i) Recommendations
 It is important to develop cyber security measures in order to increase safety of the event.

 The guests at the conference needs to be entertained with cultural practices of Salford in
order to promote community traditions of the city.
 The company needs to ensure that every guest participates in tame building activity in
order to gain positive results from the conference.

REFERENCES
Books and Journals
Behal, S. and Kumar, K., 2017. Detection of DDoS attacks and flash events using information
theory metrics–an empirical investigation. Computer Communications. 103. pp.18-28.
Behal, S. and Kumar, K., 2017. Detection of DDoS attacks and flash events using novel
information theory metrics. Computer Networks. 116. pp.96-110.
Boguth, O., Grégoire, V. and Martineau, C., 2019. Shaping expectations and coordinating
attention: The unintended consequences of FOMC press conferences. Journal of
Financial and Quantitative Analysis. 54(6). pp.2327-2353.
Boone, L.E., Kurtz, D.L. and Berston, S., 2019. Contemporary business. John Wiley & Sons.
Bozer, G., Levin, L. and Santora, J.C., 2017. Succession in family business: multi-source
perspectives. Journal of Small Business and Enterprise Development.
Elo, M. and et. al., 2018. Advancing the views on migrant and diaspora entrepreneurs in
international entrepreneurship. Journal of International Entrepreneurship. 16(2).
pp.119-133.
Gross, R. and Hanna, R., 2019. Path dependency in provision of domestic heating. Nature
Energy, 4(5), pp.358-364.
Liu, X. and et. al., 2017. The impact of informal social interaction on innovation capability in the
context of buyer-supplier dyads. Journal of Business Research. 78. pp.314-322.
Safronova, N., Nezhnikova, E. and Kolhidov, A., 2017. Sustainable housing development in
conditions of changing living environment. In MATEC Web of Conferences (Vol. 106,
p. 08024). EDP Sciences.
Urmínová, M. and Kusá, A., 2020, September. Innovative approaches in marketing
communication in sustainable fashion business. In European Conference on Innovation
and Entrepreneurship (pp. 834-XIX). Academic Conferences International Limited.
Online
Meetings and Events, 2021. [Online] Available through
<https://www.marriott.com/hotels/event-planning/business-meeting/manac-ac-hotel-
manchester-salford-quays/>
Salford beats Brighton and Bristol to title of ‘greenest place to live’, 2020. [Online] Available
through <https://www.theguardian.com/environment/2020/mar/14/salford-greenest-
city-bristol-brighton-england-wales>
What to see and do, 2021. [Online] Available through <https://www.visitsalford.info/what-to-
see-and-do/>