The concept of knowledge management has gained significant recognition among theoreticians and practitioners over the past decade. The concept was introduced as a certain idea - a proposal intended to guarantee high performance. When radical changes take place in the economic, social and political surroundings, successful companies are those that consistently create new knowledge, disseminate it widely throughout the organization, and quickly embody it in new technologies and products.The article presents the spiral of knowledge during creating conference packages in the Holiday Inn Krakow City Center hotel. The Japanese concept of knowledge creation by the spiral can be recognized as a universal for every enterprise, the variable is only the length of particular phases as it refers to the type of the company as well as to the methods of creating new products or services.