Professional Documents
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Dissertation Final!!!
Dissertation Final!!!
Dissertation Final!!!
Management
Masters Dissertation
SESSION 2012/2013
TITLE
Events in hotels, planning and role: The case of Athens
Luxury Hotels
AUTHOR
Stamatina Kanta
40071698
Supervisor: Eleni Theodoraki
Declaration
I declare that the work undertaken for MSc Dissertation has been undertaken by myself
and the final Dissertation produced by me. The work has not been submitted in part or in
whole in regard to any other academic qualification.
Title of Dissertation: Events in hotels, planning and role: The case of Athens Luxury
Hotels
Signature:
Date:
Acknowledgements
Many people have supported me with this graduate paper. I was
fortunate to choose this interesting and dynamic subject and I am
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grateful for the opportunity to meet all the people who gave me
inspiration and invaluable knowledge.
After talking to all participants, I left with a feeling that hotel and
events environment is full of knowledgeable, passionate, kind-hearted
and open minded people.
A very special thank to my best friend Kely.I would not have been able
to complete this dissertation without her love and support!
2
Abstract
The dissertation examines the case of events on major hotels of
Athens. From the literature review it is understood that Athens has
managed to upgrade most of its hotels during the era of the Olympic
Games 2004. Despite having some world-class hotels, Athens as a city
has managed to capitalize the fame of neither the Olympic Games nor
its cultural value. Tourists prefer to go on the Greek islands and Athens
is rather a stopover than a destination. This means that an event is the
only profitable tourist operations that the hotels can expect to generate
income.
3
Contents
1.INTRODUCTION
7
1.1 Rationale Aim Objectives 8
1.2 Methodology and Structure 9
2. LITERATURE REVIEW
10
2.1 The case of Athens
10
2.1a.Greece as a destination
10
2.1b.Athens as a destination
12
2.4b.Economic Benefits
23
3. RESEARCH METHODOLOGY
25
4
3.1 Introduction
25
3.2 Research questions
25
3.3 Philosophy of research 25
3.4 Inductive and deductive research 26
3.5 The methodological framework for primary data collection 26
3.6 The instrument of this research study
28
3.7 Interview guide design 29
3.8 Secondary data 30
3.9 Sampling 30
3.10 Preparation and implementation of interviews 34
3.11 Selecting Participants 34
3.12 Data analysis 35
3.13 Research limitations 35
3.14 Validity, Reliability
36
3.15 Ethical considerations
36
4.RESULTS AND DISCUSSION
38
4.1 Introduction
38
Discussion
55
5
5.CONCLUSION AND RECOMMENDATIONS FOR FUTURE RESEARCH
56
REFERENCES
58
APPENDICES
63
1.Athens luxury hotels -events infrastructures
63
2.Websites-Venues and Events Photos
74
3.5 Stars hotel organizational chart
102
LIST OF FIGURES
6
Figure 2: International Tourist Arrivals, International Tourism Receipts and Average
136
Figure 6: Top 10 Origin Markets by Market share in International Tourist Arrivals, 2012
137
Figure 10: International Tourism Receipts from Independent Travelers and Package Tours,
2012 139
Figure 11: Percentage of Hotel Beds of Countrys Total per category, per prefecture, 2012
140
Figure 13: Average Occupancy Rate in Hotels by stars category (%) 143
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1. INTRODUCTION
Event, as a word is derived from eventus, which is a Latin word with a meaning
of big happenings out of the ordinary (Event, 2009).The role of events in modern
human society is vital (Shone and Parry, 2011). Some authors such as Goldblatt
(2005) emphasizes in the celebratory elements of events: An event recognizes a
unique moment in time with ceremony and ritual to satisfy specific needs. On the
other hand Getz (2005) defines events as experiences of participants: To the
customer or guest a special event is an opportunity for leisure, social or cultural
experience outside the normal range of choices or beyond everyday experience.
Over the recent past, there is a magnificent growth in different types of events all
over the world. As a result, a separate industry around events has evolved. The
concept of events revolves around different types of social gatherings, meetings,
sports, shows, music concerts, seminars and performances(Tsatova,2012).As the
industry is growing, a range of events holding venues such as hotels, conference
centers, restaurants, cultural institutions has developed(cvent,2013).
For the purpose of this study, the hotel will be considered as an event supplier.
Events in hotels are experiences for the clients as it is mentioned above and the
organization of them is an essential part of the intangible services included in the
hospitality product(Robinson, Wale, Dickson,2010) .Moreover, events play a key
role in the strategic positioning and profitability of hotel
organizations(Ferdinand,2012).
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As a result, most of hotels have a specialized department which is responsible for
the event planning and delivery process as an individual part of hotel operations
and requires the coordination of different hotel departments, such as sales and
marketing and banquet (Hitiris ,1996).
The author chose Athens as a destination its hotels for the purpose of this study for
the following reasons. First of all, tourism in Greece is currently the most
dynamically growing sector of the Greek economy as tourisms contribution to the
GDP is steadily over 15% and, occasionally, has exceeded 18%. Secondly, Greece
ranks in the top 10 of tourist destinations according to WTO (2011).Moreover, after
the Olympic Games in 2004 in Athens, hotels have been renovated and equipped
with modernized venues for holding different types of events, with emphasizing
more in business events. Apart from the renovation in hotel infrastructures for
holding events, the types and content of hotel events has been enriched to provide
customers with high level of leisure, social and cultural experiences.
For the conduct of this study, three luxury hotel companies in Athens equipped
with world-class facilities for organizing events have been analyzed by the author
as far as the types of events organized, the planning and evaluation process.
The rationale of this dissertation is to explore the event sector in the hotel
environment of Athens. The topic was selected from the author due to personal
interest combined with working experience in hotel event sector.
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Moreover, this research area seems to be innovative as there is a lack of similar in
the past and might also be useful for people involved in the event planning process
in hotels to better understand the role of events for hospitality sector and also a
motivation to improve their contribution to the success of event organization.
First of all to Investigate the infrastructure and the types of events organized
in luxury hotels of Athens and secondly which is the planning and evaluation
procedure as well as to identify what kind of benefits hotel companies could
reap from the organization of events.
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hotel companies. Those people represent three hotel companies with world class
infrastructure for holding events and also high reputation within hotel industry in
Athens. These companies will be presented in chapter 3 in the section sampling
selection. Chapter 4 will focus on the analysis of interviews results in order to
identify the types of events organized and the planning steps from practitioners
point of view as well as to complete the research gap. This research gap includes
determining if the organization of events has a value for the companies from
economic and marketing perspectives.
In the next chapter the author will discuss the research within the context of the
literature and provides a link between the research results and conclusions arising
out of the research.
Finally, the researcher will present some conclusions and recommendations from
the previous analysis related to research objectives and questions.
2. Literature review
a.Greece as a destination
Greek economy relies its development and growth into two sectors; tourism
and shipping, while during the past years due of the economic crisis a significant
part of the revenues of Greek economy derives from exports. According to the
World Travel and Tourism Council (2011), the tourist industry is making the 15 per
cent of the Greek GDP, making it an important factor of development. Despite of a
mass recession in the Greek tourist industry in 2011 and 2012, it is expected to
fully recover in 2013 due of the decrease in the prices of hotel units and on the
stabilization of the political climate, though there is a still a huge fall on internal
tourism (GNTO, 2013).
Greece as a destination has managed to attract the interest of tourists who are
coming to visit its summer destinations. Actually Greece, like Spain and other
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summer destinations, has been well known as a mass tourism destination for many
years. The outcome of this policy was that many attractions of Greece were
ignored, including parts of the mainland and winter destinations which are making
most of Greeces mainland. At the same time, the destinations that welcomed
mass tourism activities matured and on some cases they showed signals of decline
(Boniface and Cooper, 2005). For this reason, GNTO and in general the Greek
tourist industry has made a shift towards quality tourism and sustainable tourism
during the past years. The new tourist agenda has focused on the development of
less developed tourist areas based on the principles of sustainable tourism, by
taking into consideration the local needs, their resources and the views of the local
communities and authorities (Priporas and Kamenidou, 2003). An example has
been the development of mountain tourism, which allows Greece to take
advantage of its alpine climate on parts of the mainland but also to offer year-
round tourist services (Andronikidis et al, 2006). Of course, this change on the
structure of Greek tourism is something new and there is a lack of studies which
focus on the development of sustainable tourism in Greece (Priporas et al, 2009).
What is important to note at this stage, is that Greece has been portrayed as a
summer destination of mass tourism activities. However, there is a turn into quality
driven tourism and on sustainable tourism, so to take advantage of the tourist
resources and opportunities that Greece has to offer. According to the recent
statements of Minister of Tourism in the newspaper express (2012), the upgrading
of hotel capacity and the gradual shift of about 50% of hotels in the country in the
category of four or five star are the main goals of the ministry of Tourism.
As she said, the main objective of the tourism policy of our country is the
transition from a massive, single-issue and low economic efficiency tourism in a
quality, diverse and multidisciplinary tourism, which is cost-effective and targeted
at audiences with higher requirements, not merely established tourist standard
sun-sea. As a result it is advisable to reduce the seasonality of tourism and
increase the average spending per guest, said the tourism minister at a press
conference, announcing the completion of the first composite tourist
accommodation under the new law.
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The challenge is new units to be created and existing be upgraded to include
luxury tourism products that will redefine the tourism identity of Greece on the
world map. Specifically, the hotels should be supported by convention-exhibition
centers, tourist ports, spas, golf courses and tourist residences.
More facts and figures about Greek tourism could be found on the list of Figures of
this study paper.
b. Athens as a destination
Athens is the capital of Greece and it is well known for some of the most important
milestones of Greece, such as been the host city of the Olympic Games of 2004,
while it is well known as having some of the most important monuments of the
world such as Acropolis. However, Athens has not managed to capitalize those
unique resources. Unlike other major European cities, such as Milan, Rome, Paris
and London, Athens has not managed to become a city break destination or a
major tourist destination. Despite of the glory and the brand awareness of the
Olympic Games, Athens still remains as the city where tourists will come to change
transports so to visit a destination in Greece, mostly the Greek islands. On most of
the cases, tourists in Athens do not stay for more than couple of days (Chalkiti and
Sigala, 2010).
13
On the other hand, Athens as a city has the resources to become a major
destination. Besides of the Acropolis, Athens has to present one of the best
museums in the world, which is the New Museum of Acropolis along with tens of
other museums but also of cultural centers and other interesting points which can
keep the tourist in the town for more than two days (Kavoura and Bitsani, 2013).
Nonetheless, Athens has to face the fact that all tourist operators but also the
After the Olympic Games, especially after 2009, the city authorities of Athens have
started working on making Athens an attractive business tourism destination. Even
when it comes to business trips (a conference, a meeting or an exhibition) Athens
is a city that not only ensures the success of the professional organization but also
the pleasant stay of its travelers (All-hotels, 2013).Athens is now a conspicuously
wealthier, more sophisticated cosmopolitan city. It has transport infrastructures of a
new era, green parks, world class hotels with conference facilities, Olympic venues;
unique museums, archaeological sites, shopping and nightlife (Event makers,
2013).However there are some issues which make thing hard. This includes a
number of riots which broke up in 2008 and more recently. Despite the fact that no
tourist was hurt and that the riots took place to a small portion of the city, foreign
media took their opportunity to spoil the name of Athens (Floros, 2010). An
example is the crime rate of Athens. Despite having the lower crime rates among
European capitals, some foreign media tries to create the perception that Athens
was a city where a terrorist or a criminal would stand on each corner. Furthermore,
Athens has not managed to invest into some potential attractions. For example,
there are 40 kilometers of a sea front which has been abandoned or used for low-
quality cultural events, unlike the case of Barcelona where the sea-front has
become a hot spot of the town. However, it is widely believed that the new
museum of Acropolis will reboost the image of Athens as a destination and it will
change the view that many tourist specialists and tourists have over Athens as
destination (Kavoura and Bitsani, 2013).
14
Please see the appendix 7 for a relative brochure of Athens modern characteristics
and competitive advantages as business tourism destination as well as ICCA
Country and City Rankings of 2012 in order to see the position of Greece and
Athens as a business travel destination.
According to the GNTO (2013) report, Athens luxurious hotels faced several
difficulties during the past years. Between 2008 and 2011 demand for luxurious big
hotels of Athens dropped up to 40%. At the meantime the economic crisis along
with the political instability in Greece led on the cancelation of many events,
mostly conferences, which would attract thousands tourists. The outcome was that
many 4 star hotels had to close down. On the other hand, as Kavoura and Bitsani
(2013) have noted, while the luxury hotels of Athens were declining, a new wave of
luxurious boutique hotels and resorts appeared in the region of Attica. Many
abandoned buildings and old hotels have been turned into boutique hotels which
offering a unique set of services as well as world class infrastructure for holding
events.
An example is Semiramis Hotel found in the north Suburb of Kifisia. The hotel was
found 70 years ago but in 2004 it was renovated into a high quality boutique hotel.
This is a 52 room Popsicle hotel which was designed from Rashid, a well-known
British designer. The hotels concept relies in a combination of pop colors with
design that refer on ancient Egypt. Karim Rashids influence is on every corner of
this hotel. The outcome was that the Condi Nast Traveler has included this hotel as
on the list of the 10 Best New Hotels in the World. Besides its unique design, the
hotel is also a collection of modern art which have been donated from the owner of
the hotel, Mr. Joannou, who is an eminent collector of pop-art items. The hotel has
also a conference room and a multi-purpose hall for events, including parties and
weddings (Barret, 2012). Another interesting example of luxury hotel in Athens
which has developed its infrastructures in order to host a variety of unique events
due to its prime location is Grand Resort Lagonissi which is nestled on the so-called
Athenian Riviera, a 72-acre peninsula south of the Greek capital. The resort has
several rooms for conferences, weddings and other events in an idyllic
environment with the view of the sea(Grandresort,2013).Moreover, due to its
15
location and facilities provides the opportunity for recreational and sports activities,
and ability to use its venues for catering events since it has ten different bars and
restaurants. It must be taken into consideration that this type of hotels namely
Resorts enjoy an international reputation due to its sensational location and
especially in Greece and Athens forms a comparative advantage relative to other
countries lacking climatologist and geophysicist(Sotiropoulos,2003). Especially with
regard to the events, they are ideal places for hosting business events as the
delegates have the opportunity to combine their business with pleasure. It is
remarkable that many different types of events are organized in resorts exclusively
for the delegates recreation.
According to GNTO (2013) all 4 and 5 star hotels and resorts of Athens include halls
and high-class facilities for events. Some of them, such as Semiramis, are able to
combine a close hall with open spaces, such as the swimming pool, so to offer a
unique setting for an event. Actually, the majority of luxurious hotels of Athens rely
on traditional types of events such as business or social events, speeches which
occur during the weekdays but mostly on conferences which bring prestige tourists
from all over the world, such as medical conferences. The fact that business
tourism is growing with a percentage that exceeds 5%(INVESTINGREECE, 2013)
annually and Athens currently ranked according to the International Congress and
Convention Association (ICCA,2012) in 15th position provides significant
opportunities for investment in conference infrastructures from the hotel industry
side .As a result, luxury hotels of Athens have started to invest in event
infrastructures. Excellently equipped for conferences, meetings and parties,
Athens hotels leading in quality difference after specialization in high requirements
of an organized event (All-Athenshotels, 2013)
On the appendices 1 and 2 more material about Athens luxury hotels events
infrastructure, venues, and events brochures could be found.
It is not easy to define what an event is. This is due of the fact that there are
various types and categories of events in the tourist industry. Allen et al (2002)
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have named events as something that happens in one-time and it is outside of the
normal program or activities that a hotel has created or sponsors. From the side of
the guest, an event provides the opportunity to have a social, cultural or leisure
experience which is outside of the normal practices and choices offered from the
hotel(Getz,1997). From this definition, it is understood that event is a happening
which occurs within the premises of a hotel and it does not belong to the routine
programs of the hotel.
The hotel product is a composition of tangible and intangible goods and services.
The organization of events on site are components of hotel products, which
combines the provision of material goods (location, conference facilities , catering,
rooms) with the chance for guests to work, amuse and relax(Hoteljobs,2013).The
experiences, emotions and lifestyle changes that events offer are elements of
added value to the traditional hotel product which is the accommodation and thus
are promoted by hoteliers(Sotiropoulos,2003).
According to Ritchie (1984) events are categorized based on their tourist value,
their impact and their demand. There are the so-called mega events, such as the
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Olympic Games, which attract millions of tourist and of course they create huge
revenues for hotels. There are also the Hallmark events which are major one-time
or recurring events which have a limited duration and they aim on leveraging the
awareness over a destination. Two other types of events are the local and the
major events which are smaller events.
Regarding the events taking place exclusively within the premises of a hotel, those
can be short-duration events such as meetings, weddings, special celebrations like
parties and one day conferences. However, most of the luxurious hotels focus on
events which take longer and can take place on the weekdays so to increase
demand during a low-peak period of time. Those are mostly conferences which can
last for 3 or 4 days (Getz, 2007). A popular case of such events are the medical
conferences which are combined with other activities such as tours and parties.
For example, Kavoura and Bitsani (2013) noted that many global medical
conferences which took place in Athens included a tour or even a party to the new
museum of Acropolis. Those events are ideal not only for the hotel but for the
whole local economy. All of the above types of events organized in hotels enclosing
the term of banquet. A banquet is a large meal or feast which usually serves a
purpose. The purpose may be a business or social event, a party or a celebration
generally. Because of the fact that each event includes a banquet, the term is often
used in hotels and as will be discussed below, the traditional events department of
a hotel is known as the events and banquet department.
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Floros (2010) has also remarked that Athens, besides of the Olympic gamers, has
hosted numerous sport events, including Paralympics and Special Olympics of
2012. On those mega events, the hotels are served not only to accommodate the
athletes and their friends along with officials and spectators. Several luxury hotels
served as media centers and as team headquarters, which provided added value to
the event but also to the hotels.
Getz (2007) claims that the most common events are wedding parties and
conferences. However, from place to place there can be changes based on the local
traditions and habits. For example, he recalls on dinners made on hotels found on
Islamic countries so to celebrate the end of the ramazan feast. Although in many
countries , it is very common making the whole wedding inside the hotel, in Greece
the wedding is taking place in the church or in the offices of the city-major and the
hotel is used only for the party. However, as in the region of Attica have been
developed a number of resorts which have world class infrastructure for events,
there is a trend to make the whole wedding event, from the ceremony to the party
inside the resort. A remarkable example of resort which is famous as a wedding
destination due to its magnificent location not only in Greece but also
internationally, is Grand Resort Lagonissi. Apart from Its great variety of indoor
and outdoor seaside venues, the most innovative thing in weddings organization is
the fact that in the hotel wedding package are included 3 or 4 days events before
and after the wedding celebration such as bachelor parties, private romantic
dinners and parties with music especially for the couple (GRANDRESORT, 2013).
Undoubtedly, it is a unique and unusual idea which differentiates the hotel event
product from others. It is no coincidence that Grand Resort is selected by other
nationalities people to carry out their marriage inside the resort.
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local artists and fashion shows where models strutted though the lobby and up the
escalators. Additionally, Sunday afternoon Jazz music & Cocktails and Friday night
Football & Beer are famous unique regular events organized by hotel chains such
as President Hotel in Athens and always catch the hotel residents or the outside
guests.
It is noticeable that in the latest years hotels in Greece organize food and
beverage events or festivals more often than in the past, as it is internationally
known that traditional Greek kitchen and wine have unique characteristics. Thus, a
shining example of such event is the 3 day wine festival named as Dionysia 2013,
hosted in Margi Luxury hotel of Athens. Lovers of good wine will have the
opportunity to visit the festival and indulge in wine tasting from 120 wineries
across Greece. During the festival, the public will be able to see presentations of
new wines, try as many wines as they can handle and talk directly to the
producers. Moreover ,the three most known schools of wine tasting in the county of
Attica (Athens) will offer free lessons of wine tasting.
Moreover, traditional culinary experiences are often organized in Greek hotels. For
example this summer, the Titania Hotel in Athens city center will once again offer
original menu choices based on traditional Greek local products, within the
framework of the second Made in Greece food tasting festival (GTP,2013).
Another popular category of innovative events organized in hotels are the theme
themed events and celebrations. Especially in hotels of Athens too many themed
events are organized .The theme usually derived from destinations traditional
history ,or culture with the purpose of promoting them but may also be selected
from hoteliers in order to entertain hotel residents and guests( Goldblatt,2002).For
example, traditional music celebrations like greek feasts which are organized
in many hotels in famous locations of Athens such as Royal Olympic hotel in Plaka
, the oldest and nicest section of Athens. Those types of events are more often
organized during summer high tourist season. Other theme events such as cinema
nights on the beach organized from Astir Palace hotel in Vouliagmeni are also
unique themed event
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Finally, many hotels have a tendency in organizing cultural events such as music
concerts or art exhibitions and workshops.
Another interesting example of those kind of events are the Engaging Art
exhibition in Navarino Dunes. The main point of this visual experience is the fact
that artists Dimitris Antonitsis, Jeffrey Apoian, Constantine Ladianos and Dionysis
Christofilogiannis create the next project during the contemporary art exhibition,
along with hotel guests, who are actively involved through workshops. This year's
theme "60 passes per minute" focuses on connecting two very different practices,
crafts and folklore, contemporary art.
The content of an event planning depends on the nature of the event. For some
events, such as the ones having politicians or members of the showbiz there is a
need to have extra security. Also the event manager would have to take into
consideration other factors such as the parking, toilets, emergency planning, aid
stations, and other issues (Getz, 2007).
From the description made on the previous paragraphs, the case of event planning
is a complicated issue. The event manager would have to understand the nature of
the event and to prepare his plan according to the needs of the event.
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The event department and the planning process in a hotel
The first task is to create an event department on the hotel which will coordinate
the efforts made in order to have successful events. Rosenbauym and Wong (201)
argue that such a department will not have to be a big one or to have a
complicated structure. On this case, the department can operate with someone
who will have a sound knowledge on organizing event. An event manager along
with an assistant can be more than enough so to run the department. There is no
need for having extra personel or to have complex structure. The whole structure
and operations can be made from one person who will coordinate the resources.
Surely on the implementation stages of the event there will be a need for further
contribution from other departments, such as from the reception, housekeeping
and catering while on some cases of events with a large number of invited people,
the department will need to recruit some extra staff so to help. However, the whole
management can be made from one person or even a small team if we have a
larger hotel with runs many events at the same time.
On the other hand, Laloumis (2002) claimed that, there is not a separate hotel
Event Department. The event planning and delivery is carried from both the Sales
department and the Banquet department. The Banquet department pots under the
Food and Beverage of a hotel and offers a service at a given price and in certain
places with certain menus agreed in advance .This type of service may be the
organization of a conference ,social event etc. To organize and implement an event
the sales department initially takes the responsibility by using marketing and
promotion tools is trying to sell the hotel venues for events organization as
products. After wise, staff from sales department communicates with customer to
understand the expectations and requirements depending on the purpose of the
event. After all, the sales department designs the particular event product
according to customer's needs, and in accordance with the availability of hotel
rooms and potential event venues. In the design process the choice of a suitable
location to conduct the specific event is included. Subsequently, the sales
22
department prepares a list of necessary steps for event implementation and gives
a checklist to the Banquet department manager in order to start the delivery
process. The Banquet department as well as the Banquet Manager is responsible
for the implementation of the above steps related with the menu and the design of
the venue, and the communication with external partners to provide additional
equipment.
Regarding the staff involved, in hotels there are qualified staff and committed to
working with communities who organize the event, is the link between those and
the remaining part of the hotel and take care of the needs of the organizers and
participants (Rogers, 2008).Allen et al (2008) have remarked that in order to have
an event where the guests and the organized will be satisfied there is no need to
have many people working as full timers nor managers. What it really has to do is
to have few people who can coordinate the whole project. Breiet and Milman
(2006) have written that most of the event department of hotels are made from
one or two managers and their clerks and a number of personnel working full time
for the hotel along with a short-list of part-timers who can work only when there is
high demand or because of their skills, such as photographer, a light technician
etc. For this reason, the event manager must have a short list of persons who can
come at any time and work but also to ensure that those persons fit for the
purpose of the event.
Event designing stage: This is the stage where the sales manager will
communicate with the client to understand his requirements for event
execution and an event contract between the client and the hotel is signed
(Zampakli,2010).The contract consists of crucial details related to the
effective design of the event such as the character of the menu, the number
of guests, the cost per person, the start date, the suitable hall which will host
23
the event , decoration and light and sound equipment, music, etc. As a result
the contact is an illustration of requirements and obligations between the
hotel and the customer as far as the smooth conduct of the event.
Event Programming stage: At this stage the sales department staff informs
the interest parties, and first of all the Banquet manager, as the nature of the
event and the clients needs have been understandable and it will make the
first preparations such as the dates, the budget and other issues important
for the event. If both parties agree on the details, then the Banquet manager
will proceed with the rest of the process. He will go deep into the
arrangements needed for the successful planning of the event such as to
allocate the resources that he has on his disposal and coordinate the involved
departments and the personnel associated with the project. He will also have
to decide on how many people to use for the event, their duties and their
salary level.
Event Implementation stage: This is a stage where the event takes place.
Regarding to the research of Zampakli (2010) about event planning
procedure in hotels, it is very important that during this phase all of the hotel
operation departments are taking part. Everyone is on his position and the
event manage will have to coordinate the efforts. It is the most crucial point
since there is not point of return or the event team. Everything must be done
according to the plan, without hesitation.
Event Evaluation stage: After the end of the event the Banquet manager
makes sure to get a feedback from client via a questionnaire of satisfaction
in order to evaluate the success of the event and he will try to find out what
has been wrong so to improve it on the next event.
Related researches indicate that there are several issues needed to be taken into
consideration. For example, Yulan (2013) has remarked that there is a pressure
from many clients for having events which do not damage the environment and to
include activities such as recycling on the event. In addition to this, Ruyi and Pegg
(2007) have remarked that it is important for the side of the event manager to
have a program of continuous improvements on his mind, so to keep providing
events that satisfy his customers.
24
Finally, it is important to have a connection between the event department and the
sales department as far as the budgeting process concerned. During the early
stages of the event, the event/banquet manager must provide to the sales
department with the details of the event in order to produce the budget (Laloumis,
2002). This is an important part since there shall not be any overruns on the cost.
Middleton et al (2009) claim that for many hotels the events are a key marketing
tool. The reason why lies on the fact that the hotel is able to host a large volume of
visitors and guest who will use its facilities and book rooms with the minimum cost
since the organizer of the event will be responsible for the promotion of the event.
Furthermore, on the promotion material, such as adverts, posters, banners and
other means of promotion the name of the hotel is given which is also a very
effective and free of cost promotion campaign. So, indeed, an event is an effective
marketing tool.
Furthermore, the fact that a visitor will come to the hotel, means that the hotel can
find ways to bring him back, through its marketing services or offering some kind of
loyalty schemes or any other offer so to keep him close to the hotel.
b. Economic benefits
25
It is not easy to measure the benefits of events since they change from one hotel
to another. Kavoura Bitsani (2013) has examined the case of Athens where many
hotels organized events, such as conferences, which included trips on the new
Museum of Athens. He claims that for many hotels of Athens, there are cases
where there are hotels that produce over the 60% of their income from events.
Surely an event has a number of benefits, since the organized will book rooms, will
use the refectory, the clients will ask for more things such as meals, etc. but also
the charge of booking the halls used for the events. Furthermore, an event helps
not only the hotel , but it also creates new jobs, including photographers, sound
technicians and other jobs which are very rare and they rely on this.
Those can include trips, the free use of spa facilities, room upgrades, the use of
other facilities without charge etc. Of course, we cannot forget some traditional
means of differentiation such as invest in the personnel, the cleanness of rooms
and generally improve the quality of those services. Finally, from the guests
perspective, through the organization of special events in hotels such as cultural,
music or art exhibitions, could add extra value in terms of unique experiences in
the hotel product apart from the room sales and in this way the hospitality product
could be differentiated from competitors.
As Getz (2004) pointed out, even if events are not a major part of the hotels and
resorts services portfolio, they can still be significant as animators of them. Added
value comes from packaging events within tours, as well as adding events to
meetings and conventions. This strategy might incidentally generate events with
tourist appeal and lead to greater recognition of the event sector. While it might
happen through individual initiatives at hotels and resorts, it would be more
effective to encourage the process through education, advice and financial
26
assistance. Small amounts of investment could go a long way to get the event
sector mobilized.
From one hand, Goldblatt (2005) in his recent research with the title Certified
special events professional supports that events industry has increased greatly
during the last decade. According to Goldblatt, the costs for events around the
world is 500$ billion annually.
Its enough to say that the market is big enough. If you work in a dedicated for
events area, there are many avenues from which you can expand. If you have
entered recently in the profession of events there is a lucrative market that awaits
you in many sections .Moreover, profitability in this area continues to grow. Just a
few years ago, the average profit margin for planning a business event has been
about 15%.
From another point of view, regarding to the research paper with the title Labour
Market Review of the Events Industry written by BVEP (2010), although the events
industry has experienced growth over the last ten years, the current negative
economic climate has impacted it variously as events are down by more than 20%
in February 2009 comparing with this time in 2008.
Three of the major sectors generating business events, namely finance, automotive
and construction are going through economic problems. Especially expensive
business event venues such as 5 star hotels probably feel the pinch more.
Furthermore, the recession has had some unfavorable effects on the event industry.
Many companies are cutting back and therefore do not want to be seen as
spending money on putting on events. Companies are especially cutting back on
incentive travel as they do not want to be seen as spending money on what can be
perceived as a jolly whilst they are making redundancies.
The diversity of the events industry means these changes will inevitably have had
repercussions on other sectors namely hotels with a decrease in overnight stays
27
from delegates and contract catering, with some companies opting out of the
provision of lunch.
Finally, the economic downturn has increased the competition between event
venues as the prices are tending to be lower as customers are expecting more
value for their money.
3. RESEARCH METHODOLOGY
3.1 Introduction
For the main purpose of this research study which is the exploration of the role of
events in the hotel industry, the researcher will present the most suitable research
methods and approaches. The researcher can use different methods for data
collection. As stated by Bryman and Bell (2008) the main distinction that can be
made is between qualitative and quantitative methods of collecting primary data.
Hammersley (1999) states that "research can take many forms. For this purpose a
description of the methodology and related arguments as to the selections made
are necessary to be done in order to clarify the methods used.
What types of events are organized in a luxury hotel in terms of nature and
size and how event is defined from hotel practitioners?
Which are the benefits generated from events organization? Why organizing
events? From which type of events have the greatest benefits?
28
3.3 Philosophy of research
On the other hand there is positivism. Its main goal is the researcher to approach
the true research by examining the effects and causes of an operation. For this
reason, positivism relies heavily on the use of scientific data, such as statistics; so
that there are conclusions that cannot be denied but will be objective (Gomm,
2004). This study actually refers to identifying issues related with the experiences
that managers had from the managing of events on the hotel industry. This means
that researcher will rely on phenomenology.
In the present case, will follow the inductive approach. The researcher need to build
some new theory based on the experiences of the participants of the research.
29
collection, qualitative and quantitative.
30
occur when the sample is small and when we are seeking to extract something out
of the experiences of the respondents (Saunders et al, 2003).
31
of this method is that it is not easy to approach the participants. The
researcher will have to be very cautious on his approach to the sample.
Focus group is also another popular instrument of research. A key advantage
is that the participants, making a homogenous group, are discussing things
related with the research. On many cases the discussion can help the
participants to reveal data which has not be discussed on earlier researches
or it has not been identified from the author on his research. They
disadvantage is that some participants may fear to express their views in
front of their colleagues. The fear that they criticize the firm or others in front
of third persons may change their mind and they will decide not to say
anything in front of others (Saunders et al, 2003).
Between those two methods, the researcher has chosen to use in-depth interviews.
The reason for this is that the research will contain issues regarding the event
planning and implementation strategy and that the hotels are using for managing
their events. Hence since this is important information that the participants would
not like to share with others, it is better to have in-depth interviews. Furthermore,
the researcher would like to ensure the participants with the anonymity so to
encourage them to talk free without any hesitation about the strategies used on
the event management.
So, the research will rely on semi-structured in-depth Interviews with hotel
managers, sales managers and event managers. The advantage of this instrument
is that it has open-ended questions. Surely this may make difficult the data editing
(Bryman and Bell, 2007), but on the other hand, it allows the participant to share
his experiences without any hesitation or obstacle. Furthermore, the participant is
free to talk even on issues which are related with the thesis but have not been
mentioned from the questions. This will help the author to gain a better
understanding of the issues related with her thesis. During the interview the
interviewer needs to man-age not to lead the respondent, but let him or her speak
as freely as possible around the topics; keeping up a friendly conversation
atmosphere but not influencing the subject at the same time, by agreeing or
disagreeing for instance, will be the challenge for the interviewer. Commonly, in-
32
depth interview lasts at least half an hour up to several hours, and there might be
several interview occasions. (Veal, 2006). The disadvantages of this type of
interview can be the reduced comparability, and the fact that the quality of data
depends on the inter-viewers communicating and listening skills. (Finn et al. 2000.
75)
The questionnaire for this study will be a checklist of topics, containing the themes
that can be derived specifically from the literature review section and correspond
consistently with the sub-themes revealed in the theory.
The first theme of the interview checklist is the hotel infrastructure required for
events, which are broken up into the venues and facilities for events and
competition among hotel event venues in Athens luxury hotels. The types of events
organized in a hotel environment are the second theme. The event planning
process in a hotel is the next sub-topic and is split up into the subtopics of main
steps of designing and implementing an event, the staff involved in the process
and their roles. The fourth theme is the value of events for hotels and it is broken
up into the topics of economic benefits, marketing and other event organization
importance for hotel as companies. The last theme of the interview questionnaire is
the future trends in hotel event planning and how the hotels correspond to these
trends.
33
also allows the researcher to ask probing questions as a means of follow-up.
Moreover standardized open-ended interviews are likely the most popular form of
interviewing utilized in research studies because of the nature of the open-ended
questions, allowing the participants to fully express their viewpoints and
experiences (Creswell, 2007).
3.9 Sampling
A sample is a sub-set of the population selected for conducting research
(Finn,2000).Sampling is simply a process of selecting participants for a piece of
research. The primary purpose of sampling is to obtain a representative selection of
the sampling units within the population. The size and the quality of the sample are
key determinants of the accuracy and validity of the final results (Smith, 2010).
As far as this study concerned, the researcher will use purposeful sampling, in
order to investigate the events industry in a hotel environment. The main goal of
purposive sampling is to focus on particular characteristics of a population that are
of interest, which will best enable you to answer your research questions. The
sample being studied is not representative of the population, but for researchers
pursuing qualitative or mixed methods research designs, this is not considered to
be a weakness.
34
Regarding the criteria of choosing the sample, we have chosen to study luxury
hotels in Athens with special reference to competitive advantage of Athens and its
hotel infrastructure on the aspect of organizing events
To carry out the investigation the researcher after previously gathered information
related to luxury hotels in Athens which focus on events, considered desirable to
screen a sample of 3 luxury hotels in Athens under the following characteristics:
a) 5* hotels, which means that have invested in multiple purpose infrastructures for
the organization of events,
d) Greek-owned company and so the researcher could draw conclusions for hotel
events strategy in Greek hotel companies.
E) The hotels have the necessary staff requirements for organizing events.
The hotels which filled the above requirements are the Divani Appolon, the
Grecotel Cape Sounion and Grand Resort Lagonissi. Furthemore, the author has
worked for the organization of events at Grand Resort Lagonissi so it was easier to
get in touch with the executives for interviews.
35
Divani Apollon Palace & Thalasso in Athens is a proud member of the Leading
hotels of the world. This is a luxury beach resort in Athens situated in the exclusive
are of Vouliagmeni, just 18km from the city center. Guests enjoy, the pleasure of
our private beach and our award winning Spa, the only one offering
Thalassotherapy in the whole Attica region.
Divani Apollon Palace & Thalasso is an excellent hotel for both leisure and business
needs offering quiet luxury at the prestigious Athenian Riviera.
The hotel belongs to the HELIOS S.A. which was established in 1968 by Pantelis
Mantonanakis and wholly owned subsidiary MANTONANAKI one of the largest hotel
group in GREECE.HELIOS S.A. According to RSS nationwide research from it has
been proved the second most profitable hotel business of the country consists of
7 hotels in tourist spots in Greece and attracts tourists worldwide while has
recently invested in refurbishing of hotels to meet the need for high levels events.
Furthermore, has invested in recruiting skilled personnel for organizing social
events and especially marriages as wedding planners are cooperating with the
hotels as freelancers in order to provide high quality event management services.
The Grand Resort Lagonissi sets a benchmark in first-class service and facilities for
business and leisure travelers.
It is a unique hotel located on a peninsula, 40 km from the heart of the city and
only 25 kilometers from the new airport.
36
The main building and a cluster of bungalows and suites, spread over an area of
240 acres that embraces the water creating three major beaches and small sandy
coves, creating an independent small state holiday, the island of Athens.
As far as its infrastructure and facilities for events, Grand Resorts recently
constructed the state -of-the art conference center "Grand Hall", adds a whole new
dimension to the Grand Resort conference experience and it is designed to delight
any guest with its contemporary style & design.
A separate convention area, merged softly in the deluxe resort, provides more than
2.500 sq. meters of indoor meeting space featuring the latest in A/V & DATA and
equipped with advanced technology.
The 10 multi-functional rooms with natural day lit, are ideal for inspiring
conferences, featuring splendid sea views and two spacious waterfront terraces for
outdoor events.
More information for Grand Resort event venues and services could be found on
the appendices 1&2.
Cape Sounio is easily the premier Business & Meeting resort in the Athens area
offering a range of well-equipped venues for intimate business meetings and
incentive groups. Set against the backdrop of the Temple of Poseidon and
surrounded by unspoilt nature, this conducive environment makes our corporate
retreat a truly inspiring experience.
The conference and meeting rooms are allocated in the main building. They are
equipped with the latest technology. The outstanding banqueting selection includes
37
coffee breaks, business lunches and gourmet dinners. For special events and
celebrations, the hotel offers luxury buffet or gala dinners, barbecues and parties
by the pool, beside the beach or on the outside terraces.
The professional yet friendly service combined with superb catering, entertainment
and sports facilities assure the most memorable events in Attica. Ample car parking
is available for the guests.
Facilities:
24 hours fax service, and photocopies | Courier on call | Mail and postage | Airline
ticket confirmation | PC hire | AV equipment hire | Internet corners | Wi-Fi internet
connection in most bungalows & villas
As far as this research study, the interviews were planned in advance through
phone calls and emails to introduce ourselves, the aim of the thesis and to express
our interest in their hotel company. The questions were not handed out prior to the
interview, but we chose to give an explanation of our purpose and which hotels will
be included in our investigation. We assume this made the interview process easier.
Before the interview we informed the respondents that everything they said would
be recorded and could be used only for the purpose of our research study.
38
They had the choice to decide what information was confidential and we use all of
their comments. We also gave them the choice of the dates for the interviews, as
we understand they have a febrile schedule due to summer high-season period.
After each interview we listened the recorded tapes and took notes to make sure all
information was well documented. On some occasions we had to contact the
respondents to clarify their answers and make sure they stated was relevant and
accurate.
As a result, the interviewees have been selected from the researcher regarding to
their job positions, responsibilities and roles as far as the planning and organization
of events in the hotels. As a result, the first category of interviewees was the sales
managers of hotels which are responsible for the promotion of hotel as an event
venue and also for event design according to clients needs. Secondly, general
managers of the hotels were chosen for conducting interviews as they are the most
appropriate persons to answer about the infrastructure, they decide about the
nature of events and are also well aware of the value of events for the companies
as well as the future trends in the hotel events industry.
Ultimately, Banquet and events managers were the last group of interviews
participants as they are responsible for the successful event organization and
delivery process.
39
thematic data analysis. Roulston (2010) supports that qualitative researchers use
thematic analysis more frequently. The results from transcribed interviews with
sales and hotel managers are divided into the following categories:
The researcher will present the finding by interpretation based on the evidence
achieved by interviews. This method of data analysis will enable the researcher to
make a discussion of the results against the theory framework and also the
research aim and objectives.
Other limitation was the sample, which was made only from three hotel companies
as selected cases to examine. Surely this is a small sample and it may not make
easy the generalization of results. However, it must be taken into consideration
that this is a time where the hotels are in full operation and it was not easy to find
more people to take part in this research.
Data validation is the process of determining ,to the largest possible extent, if
surveys, interviews or observations were conducted correctly and are free of fraud
or bias(Hair,1998).The information from the in-person interviews has been recorded
to make sure we express the same meaning in writing as what the respondent
meant during the interview. We understand the answers are based on their
personal perception of the subject. We aim to gather information about their
roles ,responsibilities and tasks as far as the event organization and make a linkage
to the theory founded in the literature review section as well as to investigate
their viewpoints about the benefits from organizing events in the hotel sector and
in this way to fill a research gap previously unexplored.
40
According to Saunders et al (2003) validity and reliability is an issue. While on
quantitative research the researcher can ensure the validity with the use of a
questionnaire which has been used again and it is linked with the hypothesis, in
qualitative research this is often not an easy task to accomplish.
However, the author has managed to create an instrument of research which has
questions that derive straight from the findings of the literature review. Despite of
not using a set of questions which have been used in previous questions, the
researcher has focused on creating a set of questions that are directly linked with
the scope of this research and what has been found on the literature review. In this
way, she ensures the validity and reliability of the research.
Indeed, the researcher has ensure the anonymity of the participants and she
avoided asking more personal questions so to not to have on her disposal any
other information. Furthermore, the transcripts were recorded and they were used
exclusively for the purpose of this research and not for another reason.
4.1Introduction
The purpose of this section is to present the key findings of the conducted
interviews. The nature of the in-depth interviews is that the interviewing process is
41
not as strict and the discussion flows freely. The interviewees are invited to
present their own personal responses to questions regarding to their experience
and expertise in hotel event planning.
Below you will find an illustration of their responses giving in this way the idea of
how they think and act in their job and some overall observations from the
researchers point of view as far as the similarities and the differences of their
responses concerned.
The researcher chose to categorize the results into the above parts in order to give
a clear picture about how the findings from primary research are linked with
research questions and objectives of the study and in this way to pass with
cohesion in the following part of discussion with the literature review section.
During the first part of interviews, two significant questions concerning the
infrastructure for events are submitted to the participants. The first question was
related to what type of infrastructure needs to have a hotel to deliver successfully
an event and in which ones the particular hotel has invested and why.
A hotel should have been designed to provide the requisite special venues and
appropriate equipment and facilities to hold conferences and other events.
Technical infrastructures such as secure access, power from generators in case of
42
blackout, are the basic requirements to be covered in the events venues. There
should also have a variety of settings (indoors and outdoors), to face the
unpredictable factor of whether conditions.
All of the respondents mentioned that the hotel which they are representing has
from the construction of specific designed venues for multi-purpose events with
more and more modern premises especially for meetings, conferences and
weddings. However, the last years because of the impressive growth of business
tourism in Athens have been made renovations to the hotel sites with the view to
serve exclusively different types of events. One of the respondents declares:
The types of sites, facilities and services of examined hotels have been provided
from interviewees to the researcher who presents all of this information on the
appendix 2.
Moreover, some of the interviewees underlined that their hotel has focused on
events infrastructure investment-especially for weddings- in order to combine the
competitive advantage of their location(for example seaside view)with high quality
of facilities and offer a more attractive hotel wedding product than the
competitors.
The second question related to hotel events infrastructure has the purpose to find
out if there is a strong competition in luxury hotels of Athens in terms of event
sites, quality of facilities and services.
43
The general view among the respondents is that there are high quality products
with similar characteristics in terms of venues, capacities and facilities for events in
luxury hotels of Athens and if they are combined with an affordable price, usually
drives to the higher competition. It is noticeable that one of the respondents said
that it is the demand which determines the competition. The greater the demand is
for events in hotels, those are looking for ways to invest, develop and diversify
their product, and as a result competition will increase.
Especially in times of economic crisis, the participants quite agree that the
competition is strong not only in terms of event product characteristics provided by
hotel companies but also in terms of low prices combined with high standard
event facilities.
During the second phase of interviews, three specific questions were presented to
the participants. The first question was related to the definition of an event from
hotel practitioners point of view and the second was about the relation between
the hotel product and events and what differentiates the organization of an event
in a hotel from another venue.
Ultimately, the researcher asked which types of events the particular hotels are
organizing and for what purpose. The responses of hotel and sales managers will
be useful in order to clearly understand their similarities and differencies in
perception of the event definition and meaning, and do comparisons in respect of
the definitions which have been presented in previous section of literature review.
Additionally, it is interesting to have an idea about the types of event are
organized from the selected hotels sample.
Taking into consideration the responses of the interviewees regarding to the event
definition, it is remarkable that several of them concede to the following: event is
any planned event organized by particular persons in specific hotel sites with a
specific purpose. The purpose is usually determined in accordance to the customer
needs. Those purposes could be the education, if the event is a meeting or
44
conference, the entertainment, the organization of a social or other kind of event.
One of them describes the event as a way of communicating and interacting
with other people exchanging ideas ,point of views and take decisions .From
another participants view the event is understood as a unique happening which
occurs only one time and has the elements of no ordinary and unforgettable
for its attendants.
Consequently, the interviewees were requested to share their opinions as far as the
relation between event organization and hotel product and also to explain what is
the difference between an event organized in a hotel venue and another venue.
The opinions of the interviewees regarding the above issues were quite varied.
Some of the respondents believe that the organization of an event from the hotel is
a complimentary and value added component in basic hotel product which is the
accommodation while they have mentioned that some types of events such as jazz
music evening concerts or themed nights work like elements of added value from
the customers perspective who are already residents in the hotel. Furthermore,
since these kind of events are particularly designed to attract visitors to experience
the hotel they constitute a part of hotel product marketing strategy.
On the other hand, the rest of the respondents, declares that events like weddings
and conferences and more precisely event venues, facilities and services are
themselves a distinct hotel product which the hoteliers are trying to achieve event
sales in the same way as room sales.
45
its design and implementation has contained unique intangible features which
exclusively offered by the hotel. Those features could be as the interviewees
mentioned , the sense of hospitality which is by definition inextricably connected
to all of the hotel products ,the creation of the appropriate ambience for the
event or finally the high-quality of services provided.
As far as the types of events which are organized by the hotels selected as our
sample, it must be clarified that participants were asked to make a categorization
in relation to the purpose of their organization. It is very difficult to separate and
classify the different events in one category. As it is said by one interviewee'' The
event itself cannot be assigned to a category. What gives an event its character is
the purpose of its organization and who becomes and the person or entity to
which organizes.
BUSINESS EVENTS
Business events are the events that made for the account of a company, for the
purpose of creating positive reputation. More precisely, are all those events for
46
public relations firm organized either by the company itself or by another entity.
Business events are distinguished in:
Conferences
Seminars are educational events for the training of managers and employees.
Most seminars are not comparable with boring lectures. Interactivity is core!
Team building events: a key to develop and motivate teams in companies and
divisions. Everything about the planning of professional team building events
Product launches: are critical for the successful market introduction of some
products. A perfect product presentation might also increase the media coverage
SOCIAL EVENTS
Social events are the nature of a social and meet the needs of social obligations.
In this category are included:
Weddings: should be the most important days in the life of brides, grooms and
their families. Professional event managers help to plan the events
Cocktail parties
47
Birthdays: require seldom a professional event manager, but there are
exceptions. Find out how event managers can help you to make your party a
success
Family events: are great opportunities to assemble whole families. We offer hints
and ideas to plan perfect family events like birthdays, weddings, etc.
Bachelor parties
Anniversaries
Entertainment and leisure events are the events that have as primary aim to
meet the entertainment needs of hotel guests. Entertainment events include:
Culinary events
Fashion shows
Sport events
Themed nights
Music concerts
Seasonal events
In this chapter the researcher will present through a thoroughly analysis the
answers of the interviewees concerning the procedures required to achieve event,
from planning to implementation.
In the first phase asked interviewees to describe the stages of the process of
organizing and implementing an event. The aim of the researcher within the
submission of this question was to collect detailed information for the whole
48
procedure .An interesting observation related to this question is the fact that each
respondent described the process from the position he held. As a result the
researcher achieved the above objectives, namely to investigate in details the
procedure of event organization in the hotel environment.
Secondly, a question about the staff involved and their roles and responsibilities in
the whole event planning process was submitted and ultimately which departments
of the hotel should coordinate for event implementation.
As far as the stages of event planning process in the hotel environment the
greatest number of the interviewees claimed that the procedures required for
organization and event implementation can be divided into those made before the
signature of event cooperation contracts between client and hotel ,and those that
follow.
The stages of the procedure will be presented below in detailed way just as the
majority of respondents described them to us.
As far as the interviewees words, there are several ways to find their customers.
The most important is the word of mouth method as a very satisfied client from
an event in the hotel would have a positive image and disseminate it to its social
environment. Another noticeable method in attracting customers is the personal
contact or phone contact as a way to launch the hotel event product.
At this point it is worth mentioning that the sales department is responsible for the
customers solicitation.
One of the hotel managers told us that through the successful event management
in his company they establish a good reputation and customers firstly contact them
in order to organize an event.
49
On the whole, customers approaching is an interactive process. Not only
companies are trying to find them but this process happens vice versa.
After agreeing in one of the proposals with the client, the sales manager asked him
to sing a contract which is an agreement between him and the hotel and includes
details for event implementation (see appendix for contract example) such as the
number of guests, cost per person and the rights and obligations from both sides
After signing the agreement, the last activity of the sales department is to make a
list of the basic details of the event (venues, date, guests number) as have been
portrayed in the contract and give them to the Banquet Manager. From this
moment and then the Banquet/F&B Section is responsible for the organization and
implementation of the event and the Banquet Manager is in a constant contact with
customer to keep him updated for the progress of event design and get feedback if
there is a change in his needs.
The head of the Events/Banquet department will evaluate the event details paper
and start a brainstorming with the customer in order to better understand his
requirements. As far as the event budgeting process, it is provided to the Customer
an itemized statement of required costs .The costing of all the necessary
activities is under the responsibility of Banquet manager and should be based on
the clients financial requirements. The budgeting process requires proper
monitoring and attention in order to avoid mistakes and deviations at the end of
the final costing and misunderstandings with the customer, something that will
propel the formation of a negative image of the hotel operations.
50
The budget of an event organized in a hotel depends on customers financial
limitations as well as the nature of the event. All of the respondents said that the
budget of business events is higher than other types of events budgets. As an
event manger supports, the budget planning should be done carefully both to
avoid any cost overruns and endanger the financial position of the hotel as well as
to be in compliance with the maximum of customers financial capability
framework. It is noticeable that Sales managers underlined that during budgeting
process, Banquet Manager should consult Sales manager in order to provide him
important features of the overall annual budget of the hotel and estimate them in
order to cost the event
The main components of events budget are the costs for staff, staff materials, food
and beverage , equipment, freelancers or outsourcing suppliers for lighting, sound
systems , musicians etc.
First of all during this phase the role of Banquet department and Banquet manager
is crucial. The venue where the event will take place is determined depending of
the hotel capacity and availability, designed and decorated in accordance with
each event spatial requirements, as well as a timeline is created for different tasks
in planning process. It is important that a responsible person is selected who will
oversee and guide the work of the staff.
Also, the menu is specified with the contribution of Maitre and other also services
considered essential for the smooth running of an event. An example of an event
menu can be found on the appendix 8.
Moreover during this stage the Banquet Manager select carefully the outside
partners which are companies supplying the event with live music, sound-lighting
or venue decoration services and arrange with them the necessary details.
Step 5: Coordination of all the involved in planning process hotel departments for
event execution.
The fifth stage is the effective coordination of all the involved in planning
departments .At this point it is considered appropriate for all parts to be tuned on
51
a complete cooperation between them and especially the F & B department
which is responsible for the event delivery.
The excellent cooperation between the Banquet Department and the other hotel
operations are what drives an event in success.
The Banquet Department shall endeavor to inform the other parts fortnight
before an issuing a departmental document called event checklist .The form
contains all the essential data, all the event details, date, time person, the
equipment required, the menu etc. This paper is distributed to all the hotel
departments and each one takes the role to undertake the appropriate activities.
For example, the sales department is responsible for rooms reservations if it has to
deal with a conference or a wedding with required accommodation.
The employees of the reception department are the first who have the first contact
with guests and give them the first impression about the hotel. Thus they must be
willing to offer guidance by showing them the sense of hospitality.
Additionally, the coordination of the kitchen and the housekeeping staff with Events
Department for the preparation of catering and the cleaning of event venues
,before ,during and after the end of the event is equally important for the smooth
implementation of the event.
52
In summary, the effective coordination of all the involved departments of the hotel.
Moreover, as some of the participants suggested, it is advisable for the above
departments to make a plan based on ongoing information for possible changes in
customers requirements. Ultimately, the constant control during the event design,
organization and implementation process is a significant element of success.
The evaluation would better take place within a short period, for example one or
two days after the end of the event with the use of questionnaires the interviewees
have told .Ta questionnaires completed by participants to express their feelings,
comments or their complaints through a series of questions concerning the event
implementation. According to the majority of the responses from interviewees the
success of an event is defined from the satisfaction of customers. The satisfied by
the outcome of an event customer will be the ones who will prefer the hotel in the
future as he would have created a very positive image for this place.
One of the hotel sales manager pointed out that event evaluation takes place also
during the event in order to get feedback for customer satisfaction explore
possible issues or complaints.
Regarding the question of how many people are employed to conduct an event,
respondents said that depends both on the type of event (if it is a wedding or
conference), the number of guests and the size of the event. Moreover, it depends
on whether the event will take place simultaneously in one or more venues in hotel.
The majority of luxury hotels apart from the standard and personalized staff,
usually have back-up staff which supports mainly the big size events with
high requirements from the client side.
One of the interviewees declares The Sales and Event Department of our hotel
consists of experienced people ,highly trained in order to equipped with expertise
53
and skills in order to approach the client and knowledge to carry out an event and
achieve the desired result which is a unique and special event for customers who
trusted the hotel.
Concerning the individuals who are responsible for making an event first of all is
the Sales manager whose role is to sell the hotel event product to potential
customers. As he is the person who has the first contact with a prospective
customer, is likely to be a person who has strong communication skills, flexibility in
his words, and also detailed knowledge about the service he sells to give reliable
information to the client and avoid negative unexpected comments. Moreover, it
must be equipped with innovative ideas and diplomacy.
The next key person for the event delivery process is the Banquet Manager who is
responsible for managing the operation and service of Banquet department. This
person contributes to the completion of event delivery tasks such as designing and
decorating of the venue, the menu, contacting with outside partners for the
provision of light-sound equipment or music for the event and finally human
resources planning for the event day .It is important to have well-organized skills
and must be familiar with all the above details in order to address with accuracy
and success to customer requirements. It is also important to be insightful and
have experience to select the appropriate outside partners for venue decoration,
audiovisual equipment, music etc.
As one of the Banquet Managers said each event has its own characteristics and
requirements that must in part be edited in any way so as to come out an
impressive and satisfying result that will please not only until customers but also
employees who worked for .The Banquet department undertakes a difficult task as
it has to deal not only with the particular characteristics of each event and the fact
that it should always be directed to the customer requirements.
Last but equally most important person involved in the event conduct is the Matre
who is responsible for the menu schedule, organize tableware and the related
catering services but also the venue layout, depending on each event requirements
and venue capacity.
54
It is worth mentioning that one of the respondents underlined the significance of
effective collaboration between the Banquet Manager and Matre and the
requirement from both sides to pay attention in customer needs not only for a
successful event delivery but also for the provision of unexpected issues.
Within the progress of the interviews the researcher realized that the third question
related to the hotel departments which is needed to coordinate for event
implementation was covered by the participants in their responses on the stages of
the process for designing the event .As a consequence this question have not been
finally displayed to the hotel event practitioners.
Turning to the next theme of interviews results, which is the role of events
organization for hotel companies, participants were asked to provide us with
information about the actual economic or other value for hotel companies gained
from events organization.
Considering our respondents' answers the primary role and purpose of holding
events in a hotel environment is economical. First of all, one of the respondents
who represents the hotel company x claim that as hotels are commercial
enterprises, the main focus is the biggest financial results. Events and especially
business events, contribute on average profit growth by a percentage of 20 to
30%.
55
events are interesting as one of the hotel managers said because they affect the
financial situation of the whole company.
Lots of hotel venues such as restaurants, bars, sports facilities which usually are
closed might be used for special events and has the result of generating
revenues.
By organizing events, it is promoted the social face of the hotel company, locally.
As a result the events organization contributes to the image making of the
company.
Secondly, the hotel unit uses the events as marketing and public relations tool to
increase their reputation and enhance their brand name. Particularly through the
promotion of social events or theme nights and special celebrations which
advertise to attract area residents as well as hotel guests, as they said that through
events are trying to increase the awareness and thus define the brand. The
responses received from the Sales managers representing the hotel x and y and
support the above argument is that events ,by highlighting the public nature of
hotels and showcasing more of the property than is typically revealed to guests,
invite public into the hotel metaphorically. Events provide a window into the
hotels facilities, and a perspective on its clientele, a platform to display the hotels
brand. Because events are distinct from rooms- and because ,unlike rooms
,events are not static constructions hotels have more latitude to create a tone
that either augments or expands the propertys existing brand image.
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that events are close to an ideal marketing and public relations vehicle and
leverage the unique marketing benefits of event hosting to their fullest. On the
other hand, some of the interviewees do not consider these ancillary benefits of
events , instead viewing them as simple revenue producing functions, tertiary to
the hotels core operation of letting rooms.
Another last but not least point from participants responses which worth drawing is
the undeniable role of experimenting with new special or even quirky events. They
admitted that innovative event concepts such as cooking demonstrations and
generally culinary events are critical for the short and long-term success of hotel
business, and those ideas should meet the needs and expectations of the most
demanding customers.
During the final stage of the interviews with Hotel Staff involved in event planning
procedure, our primary goal was to explore their viewpoints concerning the trends
57
in hotel events sector, specifically during this economic recession and specifically
which are their actions in order to face these trends.
The majority of participants quite agree that there will be a negative impact on
demand for events as companies will be looking for low cost choices. From another
point of view, as one of the hotel managers maintains the demand for business
events wont be influenced from economic recession as this sector is continuously
increasing in a great profitability ,especially in Athens where the latest years has
started to attract more conference events .
Obviously, the views seem to be different .In times of economic crisis the demand
for event organization will be reduced but not largely because the need for some
specific types of events such as social or business will never stop growing. The
truth is that there will be strong turning to low cost options whenever and
competition will become more intense.
Summarizing the answers about the future events in hotels, it may be concluded
that the competition will become more intense and the sales of hotel event product
will fall down as .The prices will be reduced due to financial crisis since the budgets
for corporate events will fall too. Moreover, as it is mentioned new venues will enter
the market to host events such as conference centers for business and especially in
Athens events organization by those types of venues such as cultural centers and
convention centers is an emerging trend.
The right professional reduce prices without reducing quality of products and
services said one of our respondents.
Another interesting response of one of the hotel managers is presented below with
his own words:
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Our company during this period of economic crisis invest in quality. Both the
major renovation of the hotel and the continuing effort to improve our services
seems to find response to customers looking for something different and special.
We are opposed to discounts on services and products, like the reduction of our
workforce. We insist to invest in quality at all levels and look forward with strategic
moves to markets seeking similar services and have the ability to turn to enjoy.
What characterizes our age are the versatility, flexibility and foresight. The fact is
that we are in a new era.
One of our respondents mentioned that their priority is to invest in new and
innovative event concepts as a means to make the hotel event product more
attractive and different from competitors.
Another significant trend in hotel event sector identified from interviewed hotel
managers is the organizing of green-sustainable events. As the hotel manager x
supports the hotels which will invest in organizing events by taking into
consideration the environmental factors and will be able to demonstrate that an
environmental consciousness will have a key competitive advantage since demand
for such events has increased.
Overall, the industry players face competition by investing their efforts to attract
new market and continuous improvement of infrastructure and services (e.x.the
unique characteristics of hotel venues, high quality of services, facilities for holding
events)as well as investing in finding experienced, equipped with skills and
qualified staff. As it was underlined from the hotel manager y one of our priorities
is to hire people who will be responsible for event planning within the hotel and in
this way to create a hotel department exclusively dedicated to events
management as at the moment more than one hotel departments and operations
are involved in event organization.
Discussion of Findings
59
The research has taken place among a sample of hotel managers and hotel event
executives in Athens by using in-depth interviews, where the results have been
mentioned in the previous chapter. This chapter will attempt to make a detailed
discussion of the findings of this research based on what has been written on the
previous chapter.
From the research we know that all of the respondents mentioned that the hotel
which they are representing has from the construction the specific designed
venues for multi-purpose events with more and more modern premises especially
for meetings, conferences and weddings. However, the last years because of the
impressive growth of business tourism in Athens have been made renovations to
the hotel sites with the view to serve exclusively different types of events. This has
been mentioned also from Floros (2010). Actually the Olympic Games have become
a good starting point for the generation of tourism in the city, while during the past
years; the city of Athens has turned into event management.
From the results we can also see that some of the hotels have invested into this
part of the tourist market, which relies a lot on event and less on tradition tourist
activities. Indeed, some of the respondents mentioned that their hotel has focused
on events infrastructure investment-especially for weddings- in order to combine
the competitive advantage of their location(for example seaside view)with high
quality of facilities and offer a more attractive hotel wedding product than the
competitors. From this it is understood that many hotels are giving priority on the
events rather on having guests. Sotiropoulos (2003) has claimed that Athens is
one stop destinations where tourists tend avoid to use Athens as hub to change
transportation rather than to stay. For this reason, the hotels focus on events since
there is no other choice to generate income.
Another issue discussed was what types of tourist events that the hotels are
organizing. From the results of the survey we know that some of the respondents
believe that the organization of an event from the hotel is a complimentary and
value added component in basic hotel product which is the accommodation while
they have mentioned that some types of events such as jazz music evening
60
concerts or themed nights work like elements of added value from the customers
perspective who are already residents in the hotel. Furthermore, since this kind of
events are particularly designed to attract visitors to experience the hotel they
constitute a part of hotel product marketing strategy. However, some others
declared that weddings and conferences constitute a distinct hotel product where
they are trying to have even sales at the same time.
Roulston (2010) has written that indeed, the modern hotels found on cities have to
face the competition from hotels or popular resorts on rural areas but also the fact
that a hotel in a city has more expenses than a hotel found outside the city. This
means that there is more pressure so to generate income and hence they have to
address on alternative ways including events.
Taking into consideration the results of the interviews, there are three types of
events; business events, social events and entertainment / leisure events, where
we can find examples of such events on the appendix.
Regarding the event organization, we have found that there are seven steps, as
given also on the literature, and explained each step based on the findings of the
interviews.
On the issue of staffing, from the interviews the key conclusion is the events are
run from standard and highly professional staff. Concerning the individuals who are
responsible for making an event first of all is the Sales manager whose role is to
sell the hotel event product to potential customers. As he is the person who has
the first contact with a prospective customer, is likely to be a person who has
strong communication skills, flexibility in his words, and also detailed knowledge
about the service he sells to give reliable information to the client and avoid
negative unexpected comments. Moreover, it must be equipped with innovative
ideas and diplomacy. Other key roles are the Banquet Manager and the Matre who
all have their own part of the successful event. Of course the literature, such as
Allen et al (2002) has given also a testimony about having a large number of part-
timers but this has not been mentioned so much from the interviews.
A vital point is the role of events for the hotel companies. This is a pint where the
hotel management will set some priorities. From the interviews we have mentioned
61
some benefits including, that it improves the average overnight stays in low
season, lots of hotel venues such as restaurants, bars, sports facilities which
usually are closed might be used for special events and has the result of
generating revenues, etc.
In addition to this, the hotel units use the events as marketing and public relations
tool to increase their reputation and enhance their brand name. Particularly
through the promotion of social events or theme nights and special celebrations
which advertise to attract area residents as well as hotel guests, as they said that
through events are trying to increase the awareness and thus define the brand,
which has been mentioned also from Allen et al (2001).
Surely, the future of events on city hotels will be quite promising since it can
become an income generator but also it can bring more tourism, since the hotels
are using the events in order to promote their activities.
This situation creates a gap for the hotels which have invested millions of Euros so
to renovate while many well-known hotels are found in Athens, including Athens,
Holiday Inn, etc. However, those hotels need to generate income so to continue
their operations. At this point the events come to help those hotels to generate
income which is vital for their existence.
As we noticed from the literature review and the research, the major hotels of
Athens have all of the necessary equipment to host all kind of events including
62
business; social and entertainment events and this can become a trigger of
development for those hotels.
From a practical point of view, Athens Hotels have to survive and it is understood
that they are found in a city which has many opportunities, since it has some of the
most important archaeological sites in the world, but is has failed to keep tourists
close to the town. This has a direct impact in all short of tourist activities and
primary on hotels. When the city authorities are not able to retain the tourists for
more than one day to Athens, then the hotels would have to find other ways to
keep on their operations. In this point, we must not forget that during the past
years many four and even five star hotels closed down in Athens, due of the
economic, political and social uncertainty which led in a decline of 25% on tourist
inflows in Athens. Of course, 2013 was the best ever years for tourism in Greece
but still Athens has stayed away from what is the best ever years for tourism in
Greece, since the over 1,5 million tourists who approached Athens came mostly
with cruisers to visit Acropolis and other places and interest and then to leave
without staying on hotels.
Facing the above mentioned situation, many hotels in Athens have focused on
events. The Olympic Games and several other events which took place in Athens
have helped those hotels to gain an important know-how on organizing events.
Today, most of those hotels focus on business events. Activities such as medical
conferences are an important function which keeps the hotels going, along with
weddings some other conferences and events.
From the interviews but also from the related literature, it was obvious the fact that
events constitute a significant source of income but also they are one of the most
effective marketing and promotion tools for the hotels.
On most of the occasions, the events bring premium guests. For example, a
medical conference is expected to bring over 200-300 well paid doctors along with
their families while on some occasions those conferences will also bring journalists,
students, pharmaceutical firms executives and other people who are associated
with this. It is understood that those guests will not only attend the conference but
they will stay at the hotels rooms, they will lose its services, etc. Besides this, the
63
guests will feel that due of the time pressure that a conference has, they may have
to come back again so to have the time to see the city or to make suggestions on
friends.
So, an event is an important marketing tool and the hotel managers must be able
to focus on this. However, from the research and the literature review it was an
important point which derived which is the fact that there is a need to have a well-
organized event management team. Though events is not something that is
happening in a daily basis, it is important to have a good organization and to have
the right people on the right positions so to ensure the quality of the events which
will help the hotel to continue having events organized from premium clients and to
build a strong brand image that will attract more customers.
The dissertation has left space for future research. This means that a future
research much provide the ground for more conclusions. At this point, the
recommendation for future research must include a wider sample which will include
hotels from other parts of Greece or even hotels from other countries. The scope
will be to make comparisons between best practices from hotels in Athens with the
International market, so to produce some conclusions that will be the outcome of a
wider research and they will make suggestions based on foreign best practices.
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APPENDIX 1
The major Athens luxury hotel companies with world-class event design and
infrastructure are presented below:
The historic Grande Bretagne hotel which is managed by Starwood Hotels &
Resorts Worldwide Inc, is owned by Lampsa SA, Greek Hotels, a member of the
chain and Luxury Collections is included again this year in the two most popular
lists of the best hotels in the world while it has so far hosted some of the most
important and grandest events in Athens.
All of its halls are equipped with the latest technology and at the same luxury as
the Hall Grand Ballroom with rarities Art, houses Christie's and Sotheby's.
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Business Meetings in Hotel
For a really memorable experience immerse yourself among the vintage wines and
oak sideboards of the Wine Cellar. Meeting Rooms: 14 - Meeting Space: 1884m2
Built on one of the most central parts of the city and overlooking the stateliest
square of Athens, Syntagma Square, the Classical King George Palace is located in
the heart of the business world.
It has two large halls for events, corporate meetings and conferences. The Grand
Ballroom hall and the hall Boardroom can accommodate 15 to 400 people. The
high- tech equipment combined with skilled staff are the guarantee for the
successful conduct of the session.
Hilton Athens Hotel business Ionian property is the ideal choice for conferences
and events, one that has 22 fully equipped rooms, with capacity for up to 1300
delegates. Of these, 9 were called Hilton Meetings and meet the required
international standards for smaller business meetings.
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The largest room Terpsichore is up to 1,300 people, while the audiovisual
equipment provided by Podimatas Audiovisual.
Hotels Crowne Plaza Athens City, Holiday Inn Athens - Attica Avenue and Holiday
Suites are owned Bros Canvas FDI.
The Crowne Plaza Athens City is the newest hotel in Athens, and fully reconstructed
in October 2008. It has 14 meeting rooms accommodating up to 1000 people, while
most of the rooms have natural lighting.
The Holiday Inn Athens - Attica Avenue is on the Attiki Odos, has 6 conference
rooms for up to 200 people.
The hotel has its own modern equipment DVD player, central console for
microphones, amplifier, matrix, electronic stand where the time each speaker is
available, an electronic sign where the name and logo of the company and
monitors which lowered electronically from the ceiling, and portable screens where
needed.
It has five halls capacity from 25 to 350 people. All rooms are well designed for
making conferences, business meetings, formal dinner meeting or business
meeting, formal dinner or seminars. Provide full technical support and equipment
that is available on the platform speakers, while the hotel has partnership with
various external partners.
LEDRA MARRIOTT
Ledra Marriott has a perfect business environment and an ideal setting for any
kind of event, as an ideal base for conferences or any kind of events, and is only 10
minutes of time away from the historic center of Athens.
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H Mediterranean Grand Ballroom is for events and conferences long range and can
accommodate from 450 up to 700 guests. The hall is capable separated into two
different, sound-insulated rooms for different activities or events of smaller size.
GROUP AIROTEL
TITANIA
Titania Hotel features the Europe Conference & Banqueting, Hall, 300 square
meters, which consists of three rooms: the rooms Nike, Apollo and Athena. The
Europe Conference & Banqueting Hall, which can be tailored to the needs of the
organizers, has excellent sound insulation and has the ability to accommodate up
to 500 delegates. For the excellent organization of business, scientific and social
events, the hotel can be arranged most advanced audio-visual equipment and
telecommunications infrastructure.
The space Vergina total capacity of 850 persons suitable for conferences may be
operated individually and connected with all the other rooms, while Olympia Foyer
is an extension of the halls and is mainly at the premises where the breaks of
conferences.
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For the excellent organization of all any professional event offered all three rooms
located on the 10th floor with spectacular views of the Acropolis and natural
lighting.
DIVANI GROUP
Divani Group holds the Divani Caravel Hotel, Divani Apollon in Crab, Divani Apollon
Suites, Divani Palace Acropolis, as well as the Divani Palace Larissa, Meteora and
Corfu.
All four hotels located in Athens is of high standard with conference rooms for
conferences, corporate events or any formal event. The 16 fully equipped
conference halls of the Divani Caravel, Ilisia total capacity of 4,000 square meters
can accommodate from 10 to 2,000 people simultaneously, and all areas of all
hotels and outside Athens can be divided into many parts, providing full
soundproofing, individual lighting and high-tech audiovisual equipment.
The Olympia Ballroom of Hotel Divani Caravel Hotel is 600 sq. of the largest
conference rooms can accommodate up to 1500 people, and the hotel has other
smaller rooms suitable for business meetings, which can be divided into even
smaller. Alternatively, the meeting stressed Florina Aristotelis I, II, III, is ideal for
high level meetings on a smaller scale. Finally halls Horizon and Athens View
located at the top floor and ideal for special events with a background of the
Acropolis.
ATHENAEUM INTERCONTINENTAL
Awarded the distinction Greece's Leading Business Hotel in 2007 and Greece
Leading Hotel for the years 2005 & 2006 in the competition World Travel Awards
taking place in London, the hotel Athenaeum Intercontinental Athens is ideally
located near the center of Athens has Robust conference facilities with an area of
3,500 sq. consisting of 35 breakout rooms that have the capacity to accommodate
up to 3,500 people. The hotel has 6 rooms suitable for every event.
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The largest of these is the Athenaeum Ballroom with modern audiovisual
equipment and capabilities accommodate up to 2,000 people.
The Athenaeum Conference Centre located at the level of Lobby and comprises the
Rotunda Lounge, the main conference room which can be divided into three smaller
and Executive Boardroom.
H Aphrodite hall located in the Lobby level and is distinguished by its brightness. It
is an ideal choice for business meetings and banquets.
The halls Ypsilon & Omikron impress with prestige, aesthetics and functional
adequacy supporting integrated events demanding.
The main restaurant for breakfast or lunch is the cafe Zoe while in special cases
can be used in restaurant Premiere Restaurant & Lounge Bar located on the top
floor of the hotel has been awarded the Golden Chef's Hat and offers panoramic
views of Athens.
Note that the Athenaeum InterContinental Athens has undertaken the management
of the Conference Center of Ethniki Insurance, 1,700 sq.m and is within walking
distance from the hotel, and can successfully host any kind of event.
THENS GATE
In columns Zeus just five minutes from Syntagma, Athens Gate Hotel features room
Hadrian capacity 45 to 75, and the Roof Garden is located on the 8th floor of the
hotel offers a unique view into the historic center of Athens and can accommodate
a seated meal group 50 persons.
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In an area of 300 hectares, the complex consists Of this Hotel Arion Resort & Spa-
former Arion, which features 10 conference capacity of 12-150 people. Note that
the Cosmos Congress Hall can accommodate 540 people, and has the ability to
break into three smaller sections. The halls Atlas A and Atlas B may be used
separately, however provided and the ability to integrate them. The conference
center has complete technological equipment, teleconferencing services, viewable
online, rent computer and mobile phone, wireless Internet connection, transfer
office work, technical support and on-site parking.In the hotel grounds during the
summer months can be accommodated lunch or dinner
Grand Resort's strategic location, away from the city center and close to Athens
international Airport, is ideal for business travelers who seek a luxury environment
equipped with all the contemporary facilities. Grand Resort hosted significant
conferences and incentive events through the past few years from all over the
world with hundreds of guests experienced this unique opportunity.
The indoor and outdoor banqueting areas as well as the numerous award-winning
restaurants, offering an extraordinary dining experience, are suitable to satisfy any
gastronomic preferences of our guests.
To relax after a seminar or an important meeting the perfect retreat is a visit to our
spa center. Blue spa is an ultimate experience to indulge your senses with our
exceptional face and body treatments.
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CONFERENCE FACILITIES
Grand-Resort- Lagonissi -pool Meeting facilities can cater business affairs of any
size, from five delegates to a large convention. Perfectly appointed conference and
break out rooms feature natural lighting and views overlooking the Aegean Sea.
State of the art equipment can be arranged and installed upon request.
Grand-Resort-Lagonissi-meeting-room
The most recent technological system installed at the conference area is the
capacity of 6 MBPS for 'heavy' internet users. Furthermore wireless internet access
is feasible at all public areas of the resort. Additionally the resort offers a wide
variety of elegant and inventive venues, which will guarantee the success of your
incentive program and remain a rewarding experience.
All conference facilities are designed in every small detail to satisfy any guest
visiting Grand Resort. Offering high standards of service, state-of-the-art
technology, great accessibility, deluxe accommodation and exceptional culinary
options, the resort has reasonably earned the title of the best venue for high-end
conferences and meetings.
Grand-Resort-Lagonissi-pool
Exclusive services meet the highest standards set by our customers, such as 24-
hour security service, underground valet parking, wireless internet access, latest
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telecommunication technology, audiovisual and translation equipment, web-site
connection, control room, LCD data screens, video phones for teleconferencing and
built-in video projectors.
Grand Resort conference facilities are able to host up to 2,000 delegates offering a
great versatility and a wide range of options to ensure that every event is
organized the way you desire. The spectacular sea view of the crystal blue waters
combined with the usage of natural light are unique features most appreciated by
our business travelers.
GRAND HALL
Equipped with state-of-the-art technology, meets the highest criteria set by our
customers, assuring the successful outcome whatever the reason of the event.
An exclusive luxury resort set in 72 acres of a lush green private peninsula with
numerous idyllically spread magical sandy coves and encircled by the blue waters
of the Aegean Sea.
The award-winning resort extends its natural beauty in its design and offers the
finest contemporary luxuries and services. A perfectly designed setting for those
looking to organize a business event or a social gathering , this tranquil resort
gives you the opportunity to enjoy the ultimate in accommodation, dining and
leisure activities thus are making it a complete and exclusive destination.
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Experience the thoughtful, above-and-beyond service, to make your every event
unforgettable.
Inspirational spaces designed for your professional life-style. The Cape Sounio
meeting & conference facilities near Athens combine a motivating atmosphere and
relaxing environment. Get fully organized with compete catering facilities and let
our dedicated team do all the work.
Cape Sounio is easily the premier Business & Meeting resort in the Athens area
offering a range of well-equipped venues for intimate business meetings and
incentive groups. Set against the backdrop of the Temple of Poseidon and
surrounded by unspoilt nature, this conducive environment makes our corporate
retreat a truly inspiring experience.
The conference and meeting rooms are allocated in the main building. They are
equipped with the latest technology. The outstanding banqueting selection includes
coffee breaks, business lunches and gourmet dinners. For special events and
celebrations, the hotel offers luxury buffet or gala dinners, barbecues and parties
by the pool, beside the beach or on the outside terraces.
The professional yet friendly service combined with superb catering, entertainment
and sports facilities assure the most memorable events in Attica. Ample car parking
is available for the guests.
Facilities:
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24 hours fax service, and photocopies | Courier on call | Mail and postage | Airline
ticket confirmation | PC hire | AV equipment hire | Internet corners | Wi-Fi internet
connection in most bungalows & villas
Weddings
The hotel has the best technology to meet the requirements of business travelers
with 1,013 sq. spaces divided between 11 meeting rooms, including a 600 sq.
Ballroom. Exclusive services are offered to always provide a touch of
personalization.
CALLISTO I & II
A convention hall of 600 m with the possibility of being separated into two rooms
of 320 m and 280 m each or being set up as a ballroom. This great hall features
natural lighting and its own separate access from the hotel. Calisto is fully
equipped with all the latest audiovisual systems: Data Projector, Video Player, CD
player, DVD Player, Wireless Microphone, 2 Screens, 4 inputs for Laptop, 16
Telephone lines, a remote control multimedia facility.
SIRIUS
A unique Board Meeting Room, with natural lighting and sealing for up to 15
people. Sirius apart from its comprehensive audiovisual suite: Computer, Video
Player, DVD Player, Data Projector, Screen, Wireless Microphone, 4 inputs for
Laptop, video-conference facilities, a remote control multimedia facility, features
also a solid mahogany table, modern executive chairs, a vestiary and a bar.
Adjacent to the meeting room there is an interconnecting lounge with immediate
access to the Orion meeting room.
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ORION
CASSIOPEIA
A meeting room that can host up to 22 people for seminars or lectures. Cassiopeia
is fully equipped with all the latest audiovisual systems: Data Projector, Video
Player, CD player, DVD Player, Wireless Microphone, Screen, 2 Inputs for Laptop, a
remote-control multimedia facility and a bar.
VEGA
A meeting room that can host up to 70 people. Vega is fully equipped with all the
latest audiovisual systems: Data Projector, Video Player, CD player, DVD Player,
Wireless Microphone, Screen, 2 Inputs for Laptop, a remote-control multimedia
facility and a bar.
Eight business meeting conference rooms in Athens, fitted with the most modern
equipment accommodating up to 500 people, are now at your disposal for:
business congresses, seminars, business meetings, conferences, product and
services launches, exhibitions, parties receptions, cocktails and business lunches.
ELECTRA PALACE
The Electra Palace Hotel is the ideal venue for a successful social or business
event. Three naturally lit function rooms, Alkioni, Electra and Lefkothea and a
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spacious Ballroom, all with state of the art audio-visual equipment and experienced
personnel are available to satisfy the most demanding customer. The capacity of
our meeting space varies from 10-60 persons in U shape, from 10-160 persons in
school style, up to 280 persons in theatre style and banquet and up to 350 persons
for a cocktail.
APPENDIX 2
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HOTEL GRAND BRETAGNE
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HOTEL KING GEORGE PALACE
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HILTON ATHENS
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CROWNE PLAZA ATHENS CITY CENTER
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DIVANI CARAVEL HOTEL
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DIVANI APOLLON PALACE AND THALASSO
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ATHENAUM INTERCONTINENTAL
http://www.ihg.com/intercontinental/hotels/gb/en/athens/athha/hoteldetail/meetings-events/meeting-
spaces
ASTIR PALACE
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GRAND RESORT LAGONISSI
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APPENDIX 3
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APPENDIX 4
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APPENDIX 5
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APPENDIX 6
Research Questionnaire
3. Which are the stages of event planning process in the hotel environment?
4. How many staff is required in which roles and responsibilities and what skills and
training?
5. Which types of events are organized by your hotel? Apart from the
traditional types of events (meetings, weddings) are there any other innovative
event implemented in your hotel?
9. Which are the components of successful event organization event for you and
how do you evaluate the success of your events?
10. What types of infrastructure are required for successful hotel events
implementation and in which of them you have invested?
11. Which are the future trends in hotel events sector, specifically during this
economic downturn and your actions to respond to them?
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APPENDIX 7
ATHENS BROCHURE
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APPENDIX 8-EVENT MENU
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Appendix 9- Interview transcript sample
Question 1: What types of infrastructure are required for successful hotel events
implementation and in which of them you have invested?
A hotel should have been designed to provide the requisite special venues and
appropriate equipment and facilities to hold conferences and other events.
Technical infrastructures such as secure access, power from generators in case of
blackout, are the basic requirements to be covered in the events venues. There
should also have a variety of settings (indoors and outdoors ), to face the
unpredictable factor of whether conditions.
The determinant factor for business tourism development in one place constitutes
the availability of infrastructure and services combined with the excellent climate
of the country, its gastronomy its renowned hospitality and entertainment. There is
an urgent need for investment in modernization of hotel conference facilities with a
view to respond to the rise of this kind of tourism and the higher customers
expectations regarding the luxury hotel products.
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Event is any planned event organized by particular persons in specific hotel sites
with a specific purpose. The purpose is usually determined in accordance to the
customer needs.
Question 4: Which is the relation between event organization and hotel product and
also to explain what is the difference between an event organized in a hotel venue
and another venue?
Events like weddings and conferences and more precisely event venues, facilities
and services are themselves a distinct hotel product which the hoteliers are trying
to achieve event sales in the same way as room sales. An event which is hosted by
the hotel tends to be more successful as its design and implementation has
contained unique intangible features which exclusively offered by the hotel. The
sense of hospitality which is by definition inextricably connected to all of the
hotel products ,the creation of the appropriate ambience for the event or finally
the high-quality of services provided, are some of the above mentioned features.
Question 5: Which types of events are organized by your hotel? Could you put them
into categories?
An event itself cannot be assigned to a category. What gives an event its character
is the purpose of its organization and who becomes and the person or entity to
which organizes. In accordance with the purpose of being held the events could be
categorized into business, social and entertainment events. Business events are
the events that made for the account of a company, for the purpose of creating
positive reputation. More precisely, are all those events for public relations firm
organized either by the company itself or by other entities. Social events are the
nature of a social and meet the needs of social obligations. Entertainment and
leisure events are the events that have as primary aim to meet the entertainment
needs of hotel guests.
Question 6: Which are the stages of event planning process in the hotel
environment?
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There are many ways to attract our customers. The most effective method is the
word of mouth as a very satisfied customer from an event would have positive
image and spread it to his social environment. Moreover, personal or phone contact
are ways to launch the hotel event product.
Finally, advertising through hospitality partners and tourism magazines are also
some of the most commonly used methods in order to find clients.
The second step of event planning process is the exploration of customers needs
and expectations for the basic details of the event execution. Our sales manager
invite the customer to visit the hotel in order to provide with different proposals
with the form of scenarios (for example photos of previous events, decoration,
hotel available venues for the actual day in order to choose which is the most
suitable.
After agreeing in one of the proposals with the client, the sales manager asked him
to sing a contract which is an agreement between him and the hotel and includes
details for event implementation (see appendix for contract example) such as the
number of guests, cost per person and the rights and obligations from both sides
After signing the agreement, the last activity of the sales department is to make a
list of the basic details of the event (venues, date, guests number) as have been
portrayed in the contract and give them to the Banquet Manager. From this
moment and then the Banquet/F&B Section is responsible for the organization and
implementation of the event and the Banquet Manager is in a constant contact with
customer to keep him updated for the progress of event design and get feedback if
there is a change in his needs.
The next step of the procedure is the event design and budgeting process.
The head of the Events/Banquet department will evaluate the event details paper
and start a brainstorming with the customer in order to better understand his
requirements. As far as the event budgeting process, it is provided to the Customer
an itemized statement of required costs .The costing of all the necessary
activities is under the responsibility of Banquet manager and should be based on
the clients financial requirements. The budgeting process requires proper
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monitoring and attention in order to avoid mistakes and deviations at the end of
the final costing and misunderstandings with the customer, something that will
propel the formation of a negative image of the hotel operations.
The following stage of event planning process is the organization of the event
from the anquet department. During this phase the venue where the event will
take place is determined depending of the hotel capacity and availability, designed
and decorated in accordance with each event spatial requirements, as well as a
timeline is created for different tasks in planning process. It is important that a
responsible person is selected who will oversee and guide the work of the staff.
Also, the event menu is specified with the contribution of Matre and other also
services considered essential for the smooth running of an event.
The next important step for successfully event implementation is the coordination
of all the involved in planning process hotel departments .The excellent
cooperation between the Banquet Department and the other hotel operations are
what drives an event in success.
The last but not least step of the process is the evaluation of the event success.
Event evaluation takes place during and after the event in order to get feedback for
customer satisfaction explores possible issues for future improvement or
complaints.
That depends both on the type of event (if it is a wedding or conference), the
number of guests and the size of the event. Moreover, it depends on whether the
event will take place. Concerning the individuals who are responsible for making an
event first of all is the Sales manager whose role is to sell the hotel event
product to potential customers. As he is the person who has the first contact with a
prospective customer, is likely to be a person who has strong communication skills,
flexibility in his words, and also detailed knowledge about the service he sells to
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give reliable information to the client and avoid negative unexpected comments
simultaneously in one or more venues in hotel.
The next key person for the event delivery process is the Banquet Manager who is
responsible for managing the operation and service of Banquet department. This
person contributes to the completion of event delivery tasks such as designing and
decorating of the venue, the menu, contacting with outside partners for the
provision of light-sound equipment or music for the event and finally human
resources planning for the event day.
It is important to underline ach event has its own characteristics and requirements
that must in part be edited in any way so as to come out an impressive and
satisfying result that will please not only until customers but also employees who
worked for .The Banquet department undertakes a difficult task as it has to deal
not only with the particular characteristics of each event and the fact that it should
always be directed to the customer requirements.
This question was answered from the general manager of Astir Palace when he
talked about the hotel event planning stages.
First of all, as hotels are commercial enterprises, the main focus is the biggest
financial results. Events and especially business events, contribute on average
profit growth by a percentage of 20 to 30%.
Especially from business events, the benefits are great. During a conference, the
sales of various hotel departments (restaurants, bars) are rising up to 40%.
Secondly, the hotel unit uses the events as marketing and public relations tool to
increase their reputation and enhance their brand name. Events provide a window
into the hotels facilities ,and a perspective on its clientele ,and provide a platform
to display the hotels brand Because events are distinct from rooms- and
because ,unlike rooms ,events are not static constructions hotels have more
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latitude to create a tone that either augments or expands the propertys existing
brand image.
Question 10: Which are the future trends in hotel events sector, specifically during
this economic downturn and their actions to respond to these trends?
The demand for business events wont be influenced from economic recession as
this sector is continuously increasing in a great profitability ,especially in Athens
where the latest years has started to attract more conference events.
Our company during this period of economic crisis invests in quality. Both the major
renovation of the hotel and the continuing effort to improve our services seems to
find response to customers looking for something different and special. We are
opposed to discounts on services and products, like the reduction of our workforce.
We insist to invest in quality at all levels and look forward with strategic moves to
markets seeking similar services and have the ability to turn to enjoy.
List of Figures
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11. Percentage of Hotel Beds as of Countrys Total per Category per Prefecture,2012
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12. Travel Receipts by purpose of visit
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13. Average Occupancy Rate in Hotels by Star Category(%)
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14. Hotel capacity by category and prefecture, 2012
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15. ICCA Country and City Rankings 2012
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