Challenges and Recommendations for Birmingham Marriott Hotel

Birmingham Marriott
Hotel - Consultancy in
refurbishing hotel

Executive summary
The aim of this report is to address the challenges that Birmingham Marriott Hotel is facing and
provides recommendations for the same. The hotel is located in Birmingham, UK which is facing
the toughest challenge of COVID 19, in which they are not able to operate properly as visitors
are not allowed and also they have to maintain social distancing. Another issue in the cleanliness
issue in the bathroom, where the customers complains. This leads in degrading the brand image
of the hotel. Followed by this, the food and beverages issue leads in declining the reputation. The
guests raise issue about the overcooked food and the quality. Along with this, the menu is not
also set as per the season requirements. The customers also face an issue of parking where the
vehicles are being damages by the other vehicles and even there is lack of parking space for
them. They also complain about the overcharge of the parking space. As recommendation, the
solution of these issues can involves providing training sessions to all the employees so that they
are able to handle the things properly such as parking facilities. As a matter of fact about the
cleanliness of the bathrooms, the hotel management can recheck the rooms before allotting the
next customer. It is to be found that, the food and beverage section contains the Birmingham
Marriott Hotel's restaurant and bar which serve low-quality food and beverages and provide poor
service. The hotel's rooms are very big, well designed, air-conditioned and odor-free. The
venue's design and atmosphere are well-structured, well-designed, and extremely gorgeous and
captivating. Also, the several duties and duties of the hotel's personnel result in both a seamless
flow of activity and confusion. The Birmingham Marriott hotel's cuisine selection is not regarded
specific and adequate.
This report covers overview about the hotel, SWOT and PESTLE analysis for identifying the
factors which impact its performance. The issues in the operation of the hotel and its techniques
for the improvement are mentioned. Moreover, finding and results sections and action plan is
also explained with the recommendations.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Scope and analysis..................................................................................................................1
MAIN BODY...................................................................................................................................6
The problems in the operations of hotel are:..........................................................................6
Improvement techniques........................................................................................................8
FINDING AND RESULTS...........................................................................................................11
ACTION PLAN.............................................................................................................................13
RECOMMENDATIONS...............................................................................................................15
CONCLUSION..............................................................................................................................16
References:.....................................................................................................................................17
Books and Journals...............................................................................................................17

INTRODUCTION
A consulting report is a document that contains a consultant's specialist knowledge and
suggestions on a certain issue. It is typically written by an expertise for a customer or
organisation that lacks the time or expertise to do the essential investigation and prepare
the document. The aim of this report is to address the issues that Marriott Hotel of Birmingham
is facing. Marriott is a well known hotel in the hospitality industry in which they are encountered
many challenges such the current issue of COVID 19 which created a huge impact on Marriott as
well as all the industries. This leads in losing of jobs of the individuals, shutting down of many
companies as people were not allowed to go outside their houses because government of the
United Kingdom and other countries imposed lockdown due to this outbreak. This leads in
lowering down of the productivity as well as profitability of the hotel. Another issue is that,
Marriott is facing a challenge of terrorists attracts which was happened in Mumbai and in
Nairobi which resulted in degrading the reputation as well as its effects on the profitability. The
factors which leads in creating issues for the hotel is analysed with the help of SWOT analysis
and PESTLE analysis. These are those tools which will assist the organisation in knowing about
the all internal as well as external factor which creates impact on them and its performance and
productivity.
Scope and analysis
Company overview
Birmingham Marriott Hotel is located at the heart of city, Birmingham, UK. This hotel
was established in 1990 and renovated in 2008. They are offering 104 rooms which includes 6
meeting room and 4 suites (Schultz and Kamari, 2021). It is close near to the ICC and it access to
train lines. It includes a large number of recreational amenities such as well-equipped fitness
centre and an indoor heated swimming pool. Along with this, spa with a steam room and a
variety of treatments is also available. All of the rooms include luxury mattresses, modern
private bathrooms and satellite television. Brew Bar Lounge serves delicious gourmet dining and
modern British cuisine in a comfortable setting. The hotel has an overall review of 4.2 out of 5 in
which 85% positive responses are for the services (Google, 2021).
SWOT analysis
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SWOT Analysis is a tool which is used in analysing a company’s entire strategic position
as well as its surroundings (Sinclair, 2019). Its primary goal is to find the approaches that will
contribute in a company-specific business strategy that effectively links a firm's assets and skills
to the needs of the conditions in where the organisation functions. The internal business strengths
and weaknesses are factors in which they have influence and can modify whereas external
opportunities and threats are changes that occur outside of the firm (Giovannoni, 2020). In
context to the selected organisation, SWOT analysis is mentioned below:
Strength: Strength refers to the characteristics that are believed to be required for the
overall accomplishment. The assets and capabilities that could be utilized to gain a competitive
edge are referred to as strengths. Marriott ranks 21st among the world's top imaginative and
unique businesses. Marriott’s performance is mostly due to its effective use of modern
technologies. The brand provides a pocket free experience, as well as residences and resorts.
Marriott’s consumer is one of the most committed in the world (Chen and Luk, 2017). They are
not replacing Marriott with another hotel. To make things easier for their consumers, the
organization also provides a variety of reward programmes. The company ensures that its
consumers receive the best services possible. The customers can encounter cleanliness, well-
dressed workers, and exceptional service. All of these items are the standards of their brand. The
organisation ensures that its workers follow its policies and provide the best services
(Adityanandana and Gerber, 2019).
Weaknesses: Weaknesses are that aspects in the SWOT analysis which could discourage
an enterprise from succeeding. Business standards and guidelines are important to any company's
growth. Marriott's standards are so rigid that they suffocate their staff (Shipper and Hoffman,
2020). As an outcome, employee efficiency, productivity, and amount of work satisfaction are all
falling. In 2018, for illustration, the hotel and resort business fired a staff for liking a tweet that
insulted China on Twitter. Marriott has long had a complicated relationship with the law, which
has resulted in poor branding for the firm. For example, a consumer filed a case against business
for restricting his wifi connectivity, and the court fined Marriott $600,000 dollars (Patel and et.
al., 2018).
Opportunities: Opportunities are defined those as external aspects that may be useful in
accomplishing the company's objectives. Marriott is planning to develop 160 new hotels in the
coming years. It is the time for the organisation to increase its service range by integrating
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related services such as logistics, real estate, tourism, hotels, and a range of other industries. This
could assist Marriott in attracting new consumers (Wan Rodi and et. al., 2019). The customer
demography has shifted, as the market is made up of millennial and generation Z who want a
brand that is younger and vibrant. Marriott has the chance to redefine the youth energy and
implement it into its hotel company depending on the customer wants. Marriott is known in the
market as a family owned company (Robson, 2017). Young millennial on the other side,
represent the country's success. They find the family-owned business uninteresting, which is one
of the company's brand key flaws.
Threats: The external elements may have a significant impact on
the enterprise's effectiveness. Marriott is a 5 star hotel that offers high quality lodgings and other
amenities to guests of all nations. Terrorists seek to exploit top-rated 5 star hotels with a large
number of international guests in order to create a mark. The business's protection should be
strengthened. The year 2020 was the year of the COVID 19 outbreak which caused the
worldwide market to go into crisis (Moretti, 2017). Due to this, government imposed lockdown
in which no person was allowed to step out of their houses that leads in affecting the job of the
people. Many industries were shut down due to this pandemic. Marriott is in the luxury hotel
management industry. The disease outbreak had the maximum effect on the company. As an
outcome, the premium hotel brand's annual sales and revenue have decreased noticeably.
Marriott's primary competitors include Hilton, Hyatt, Four Seasons Hotels and Resorts and many
more. They have the resources and strong brand to grow the market share of the company
(Hamilton and Ohlberg, 2020). As a result, the hotel and resort brand should distinguish itself
and expand client loyalty programmes.
PESTLE analysis
PESTEL analysis is a method for analysing and monitoring macro-environmental
elements which have a significant influence on an organization's performance. In context to
Marriott, PESTLE analysis is mentioned below:
Political factors: This defines the amount to that which government and its policy can
have an influence on the company. It includes factors such as political policy and stability, fiscal
policy, taxation policy and many more (Babutsalı Alpler, Şahin and Dağlı, 2020). Marriott has a
global presence in several nations. It increased its operations in politically stable nations such as
New Zealand, Finland, Lithuania, and others in 2017. Marriott's merger in Starwood Hotels in
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