Contemporary Hospitality Industry: PESTLE and SWOT Analysis, Trends and Implications for Crowne Plaza

This presentation provides an in-depth analysis of the contemporary hospitality industry, focusing on Crowne Plaza. It includes PESTLE and SWOT analysis, implications of current and potential trends, and evaluation of the hotel's ability to develop products and services that meet current trends. The presentation also discusses the impact of external factors on the industry and concludes with references.

Contemporary
Hospitality Industry

Table of content
 INTRODUCTION
 PESTLE Analysis factors of Crowne plaza
 SWOT analysis for a hospitality business
 implications of current and potential trends
 evaluation of ability of chosen hospitality business
 Evaluation of how external factors impact on current and potential
trends
 Conclusion
 References

Introduction
Hospitality industry is a business sector that is growing constantly. It
includes different types of services that are offered to the customers. In
UK, hospitality sector significantly contributes in economic growth and
success. In current study, Crowne plaza is taken into consideration that
is a renowned hotel of UK. It is a prestigious hotel with five star rating.

PESTLE Analysis factors of Crowne Plaza
In hotel industry, it is important to
analyze different elements of
external environment. This study
further helps in order to identify
the impact of external factors and
prepare suitable strategies
accordingly.

CONT..
Political Factors: It is concern with the political conditions of a country. Here,
change in political environment is likely to affect the operation of company. In
context of Crown Plaza, they are required to analyze the modifications in the
current political condition in order to adjust their strategies accordingly.

CONT…
 Economical Factors: This element of PESTLE analysis is associated with
inflation rate, demand, supply, disposable income of customers and more.
In case of Crowne Plaza, the revenue of the company is affected due to the
adverse impact of COVID-19. It has been reduced down the disposable
income of customers resulted they have reduced down the expenditure on
luxurious products or services.

CONT...
 Social- Social element is
associated with elements such
as personality, behaviour
attitude of customers. In case
of selected hotel, they are
required to focus on taste and
preferences of customers so
that they can offer suitable
product accordingly to earn
substantial amount of profit
margin.

CONT..
 Technological: With
increasing use of technology, it
has become important for
Crowne plaza to implement
advance and unique techniques
in business for further
betterment.

CONT..
Legal: This element is related to follow suitable rules and regulations in order to
run business in an efficient manner. In context of Crowne Plaza, it is important to
follow laws such as safety at work place, equality, hygiene and cleanliness and
more. Following suitable legal frameworks will help company to avoid legal
hassles in future period of time.

CONT..
Environmental: In present time, people
are highly concern about environment so
that there is requirement to adopt such
practices such as waste management,
recycle , reuse etc. In context of Crowne
Plaza, it is required to follow
environmental friendly practices to
maintain sustainability in current
competitive environment.

Discuss SWOT analysis for a hospitality business
 Strengths:
 The company is able to maintain high customer base who are loyal
for the organization. It affects the brand image of entity in positive
manner.
 Crowne plaza is one of the prestigious hotels that is preferred by the
customers in order to get luxurious services.

CONT..
 Weaknesses
 There are issues in terms of moving towards other product segments. In
addition to this, the organizational structure of the respective hotel is
highly complex that create constraint in effective communication.

CONT..
Opportunities
Here, Crowne plaza has
opportunities to enlarge
existing revenue and profit
margin by expanding business
in different countries.

CONT..
 Threats:
 The company is facing threat related to competition. In market,
several companies are present which are offering similar products or
services. In addition to this, skill gap of employees is also a major
threat for the respective entity.

Analyse implications of current and
potential trends
 Current trends:
Online payments: In current time, online payment is gaining
popularity due to increasing use of technology. It is one of the
crucial trend that is affecting the hotel industry. now, people are
likely to make the payment using Google pay and other such online
mediums.

CONT..
 Social media engagement: Use of social media is one of the
emerging trends in hospitality industry. In current time, each and
every hospitality company is likely to maintain a separate page on
social media platforms such as Face book, Instragram and more.
These platforms play an imperative role in connecting with
customers in an efficient manner.

CONT..
 Potential trends:
 Automation and Robotics: There is scope of using robotics and
automation in the business. Here, robotics can be used to help guests
with their luggage and automation will help in managing different
activities of the organization efficiently.

CONT..
 Voice control and voice search:
The use of voice search is
becoming very common among
the present customer base of
customers. Smart speakers are
used for providing guests to
answer questions and responding
to their voice results.

Critical evaluation of ability of chosen hospitality
business to develop products and services that will meet
current trend
 In crowne plaza, they have qualified and skilled staff who belong
from different backgrounds. The staff of the hotel is efficient enough
in interacting with customers in an efficient manner. They have the
ability to understand the current trend and offer products and
services accordingly to customers.

Evaluation of how external factors impact on current
and potential trends
Impact of external factors on current trends: External factors are
related to outside environment. While implementing the current and
potential trends, it is imperative to understand the external forces so
that it will possible to modify the current practices accordingly.

CONT..
 Impact of external factors over potential trends: External element
which have a profound impact on potential trend related to use of
robotics & voice search. It will influence the number of customers
and also increase revenue & profitability. But, it is required to take
legal consent of higher authorities, government so that these trends
can be implemented efficiently in real context.

CONCLUSION
 It is analyzed out of above-mentioned study that hospitality
management is important for the economic growth and success. It
contributes towards development by generating employment
opportunities and contributing in GDP. There is discussion regarding
impact of external factors, SWOT analysis, current as well as
potential trends in hospitality industry.

REFRENCES
 Lo, A., 2020. Effects of customer experience in engaging in hotels’
CSR activities on brand relationship quality and behavioural
intention. Journal of Travel & Tourism Marketing, 37(2), pp.185-
199.
 Ma and et. al., 2021. Hotel work-family support policies and
employees' needs, concerns and Challenges—The Case of Working
Mothers’ maternity leave experience. Tourism Management, 83,
p.104216.
 Orlowski, M., Bufquin, D. and Nalley, M.E., 2021. The influence of
social perceptions on restaurant employee work engagement and
extra-role customer service behavior: A moderated mediation
model. Cornell Hospitality Quarterly, 62(2), pp.261-275.