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Key Challenges In Event Management As Per New Trends In Hotel Industry

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Rajan Malhotra, Director - Sales & Marketing, Shangri-La Hotels & ResortsA Post Graduate (Business Administration) from Symbiosis Institute of Management Studies, Rajan has been associated with the hospitality industry for over two decades, during which he has worked with many hospitality giants such as Taj Hotels, Resorts & Palaces, The Grand Vasant Kunj, Hyatt Hotels, Zuri Hotels, and Le Meridien and Shangri-La Hotels & Resorts.

Event management is mainly about organizing a perfectly synchronized, well planned and focused event for a target audience. It involves budgeting, organizing and executing events such as product launches, fashion shows, musical concerts, corporate seminars, exhibitions, theme parties, among others.Although the scope of events can be vast and audiences very diverse, events still have much in common, such as entertainment, food and beverage, sound and lighting, marketing and of course, people.

Therefore, Hotel event managers need to be creative with a broad toolkit of skills and knowledge that draws on other professions and disciplines, including project management, financial management, leadership, logistics, human resource management, sales, marketing, public relations and communication.

Apart from the change in approach and purpose in event management; technology has been a big game-changer in the evolutionary process of event management in the hospitality sector. It has not only brought the world closer, it has bridged gaps with regards to time and space. Digital evolution has also introduced various creative ways for reaching out to people for events. Smartphones, desktop apps, mobile apps have made events efficient and manageable. It has helped people get all tasks organized, managed and executed without losing much time and efforts and making the event happenings accessible to all at once.
Events can now also be conducted online through webinars and video conferences.

Hotel professionals are expected to exceed guest expectations from a growing clientele and accommodate their ever-changing needs to stay relevant. They are not only expected to analysis and identify current trends but to understand future consumer behaviour by conducting in-depth research within the industry.

Food & beverage had always played an important role in organising any event. Hotel industry faces numerous challenges in catering events as new trends have taken over the food & beverage requirements and hotels are still trying to keep up with these demands. From addressing food allergies to dealing with shrinking budgets, tighter-than-ever timelines, larger venues, more dining options, personalized entertainment, halls equipped with latest technology, innovative tea breaks with more creative options are some of the common challenges that hotel faces.An increased sustainability and environmental focus is more essential in today’s corporate environment than ever before, and the continuing demands of an ever more expressive population means that companies need to address their green initiatives in an open transparent manner, reduce their carbon footprint and engage in corporate social responsibility in a manner that will satisfy the communities affected.

With so much competition floating around in the market, hotels have to be geared-up with innovative offerings to generate higher repeat & referral guests ratio


Hotels also need to stress on, on-property & local experiences as the guests look for unique experiences. They don’t pay for an event just to develop business but crave for an overall experience. Hotels have to provide more creative solutions to engage the audience. Though technology seems as a natural choice, a humane touch still goes a long way in fostering longer partnerships. There has been major share shift from traditional style events to experience based events with more focus on signature rituals.

With so much competition floating around in the market, hotels have to be geared-up with innovative offerings to generate higher repeat & referral guests ratio. It is all about being more creative to give attendees an experience that they can’t stop talking about. The hotels who pay careful attention to their guests’ needs will be able to deliver memorable and truly transformative events. The core essence of planning an event should revolve around creating memories and should leave guests with beautiful stories.

Hence, it will be good to conclude that previously, hotel event management was all about face-to-face seminars, meetings, conferences, exhibitions, product-launches etc. However, with the digital revolution, the face of hotel events has changed drastically. Social, environmental and economic impacts are also now monitored to assess the overall success of events. Within the design of an event, there is now an increasing expectation of inclusivity that provide access to a diverse range of people. New trends and technologies are at the core of how marketing and audience engagement is designed and implemented.