Marriott Hotel Chain and Current Trends

The report evaluates the Marriott hotel chain's adaptability to changing trends in the hospitality industry. It discusses how the company has incorporated mobile services, such as mobile check-in and check-out processes, and offers amenities like Netflix entertainment channels to enhance customer experience. The analysis also explores the importance of business planning in meeting customer needs and preferences.

Contemporary Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
Business Planning Report................................................................................................................1
1. PESTLE analysis of Marriott international and its impact on the development.....................1
2. SWOT analysis of Marriott international and its impact on decision making process...........2
Market Research Report..................................................................................................................4
3. Identifying the current and potential trend in hospitality industry..........................................4
4. Evaluation of ability of the Marriott hotel chain and developing with the current trend........5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Strategic project is an important part that has a primary goal of gaining the competitive
advantage by focusing on the organisation's overall direction. The present report will help in
understanding the business planning report which assist in describing the impact of macro and
micro factors on the Marriott international in its development in hospitality industry. The report
will also explain a market research report, which illustrate the recent trend in hospitality industry
and capability of Marriott international in adopting it.
Business Planning Report
1. PESTLE analysis of Marriott international and its impact on the development.
The macro factors and its impact on the development of Marriott international and whole
hospitality industry can be identified through the PESTLE analysis.
 Political: This are the factors related to the government policies and laws which affect
the business operations. Marriott faces the threat of terrorism, unstable political
environment, level of corruption which affects the overall profitability of hotel. The risk
of terrorism affect the number of guest in that particular country which affects the
revenue of the Marriott.
 Economical: Some of the factors are due to the country's economic situation which
directly impacted the operation of hotel. Slow economic growth in china and high
inflation rate in UK can be some of the factors which directly influencing the revenue of
Marriott in this countries. The high exchange rate is another factors that affects the
development of Marriott.
 Social: The social and cultural factors includes the number of tourist visit in that country
which helps in increasing the sales of the hotel. In increasing in the customer spending
also helps in increasing revenue (PESTLE Analysis of Marriott International , 2019). The
demographic and skill level of population also affect the operations of hotel.
 Technological: Implementing the technology in the operational activities plays a vital
role in developing company as a whole. Through different online websites and social
media assist Marriott to promote its new service and new venues over the world. The
1

technological factors which can affects the revue of the organisation are the adaptation of
the technological advancement by another company in hospitality industry.
 Legal: The different in the legal framework, laws and regulation and different laws
regarding the intellectual property in different countries are some legal factors that has to
face by Marriott international in different countries (Saunders and Lewis, 2012).
Different taxes, copyright and patents issues, health and safety laws are the major legal
challenges that Marriott are facing.
 Environmental: some environmental factors that could affect the development of
Marriott international are increasing in the fuel prices. Increasing in the fuel price will
leads to increase in the travelling cost that ultimately affects the number of guest in hotel.
Some long-term impact of the environmental factors incudes the increasing in the cost of
the electricity. Changes in the climatic condition in some countries can affect the number
of travellers in that country which hamper the growth of the company.
2. SWOT analysis of Marriott international and its impact on decision making process.
Along with the macro factors, there are various micro factors which assist Marriott
international in order to take efficient decision for the further growth in the hospitality industry.
In order to identify the micro factors that can impact the decision making off the Marriott
international, SWOT analysis is an effective strategic tool.
Strength:
Marriott international has very strong brand position in the hospitality industry by having
more diverse and expended business all over the world (Skeffington Committee, 2013). Along
with this, Marriott has a strong financial position in the market which assist in creating positive
impact in the market. Marriott international has involved in high and current technological
advancement which helps in more customer satisfaction and upgrade the business operations
over the world. It has good and skilled workforce of more than 150000 all over the world.
It helps in making decisions regarding expanding the business in different sectors also as
the company has strong brand value and financial position in market.
Weaknesses:
2

With much expansion in the business all over the world, its become a weak point as they
are enable to have proper management system which can be seem in the performance in some
places. In the field of IT management, Marriott international in experiencing backwardness in its
infrastructure (Moser, 2012). The high ratio of debts are also affecting its share price value in
market. Increasing the competition also affecting and limiting the market share for hotel.
It affects the decision making process as management has to take decisions regarding
making strategies to centralised the management system in order to improve the performance.
Effective decisions needs to be taken in order to improve the debt position which are hampering
the share price of Marriott.
Opportunities:
Marriott international has various opportunities of growth in other emerging markets such
as in some Mid-Asian countries. There are lot of opportunities in other sectors as well. Various
planning and strategies should be made in order to better supervise and acquire different assets
which can help in generate more revenue for the firm. Different advertising method should be
adopted which can help in attracting more customers towards the company.
It can leads to make various decision regarding taking initiative in adapting new methods
of promotion. Making various promotional techniques to attract more customer. Management
has to take decisions regarding searching for new business plan in completely new market.
Threat:
Marriott international are facing threat from the entry of several international brands that
are also well established in international market. There are some risk of the political issues and
interference of the government that are operating in different countries (Porter and Tanner,
2012). High rate of fluctuation of the prices affects the operational activities and revenue in some
countries.
It could impact the decision making process as company has to change its decisions as
the company has to control its operational cost in order to increase the revenue of the company
in some countries. Several decisions needs to be taken in order to provide new products and
services with different offers to attract the more customers.
3

Market Research Report
3. Identifying the current and potential trend in hospitality industry.
With the millennials the hospitality industry witnesses a major changes in its trend and
operations. With the increase in the travelling, the hotel business will also grow. In the
technological era,hotel businesses also changing and adopting various new trends in order to met
the new need and preferences of the customers. With the change in the millennials many changes
can be seen in the hospitality industry. Following the the current trend in the hospitality
industries:
priority on millennials:
This are the demographic that has a lot of influence which includes the travel ans
hospitality industry. They don't require traditional hotel experience (Chwolka and Raith, 2012).
It can be seen that the current trend in travelling includes the backpacking, camera-toting, social
media users. They don't just travel they explore the place and also demands such exotic
experience in their staying in hotels. Company's need to craft their operations as well services
based on their habits and traits.
Technology:
It is the requirement of all the age group are digitally oriented. As per the current trend,
all the customers regardless of their age expect to be self-sufficient. They prefer the hotels which
can have user-friendly digital operations. They want the user friendly self-service in the hotel.
The hotel website should be user-friendly so that the customer can view, review or book their
rooms online. Mobile devices also expertise the check-in and check out process which helps in
saving their time.
More emphasis on health and well-being:
With the help of the technology, customers are more concerned about their health.
Mobile devices increase the awareness regarding the health and fitness and general well-being of
the people (Black, 2018). The customers are getting more conscious regarding their health and
diet. Hotels should adopt this trend, as the customers are also choosing the hotels based on the
health criteria which includes the amenities, pools , spas etc.
4

4. Evaluation of ability of the Marriott hotel chain and developing with the current trend.
In order to meet the fast changing trend in the hospitality industry, Marriott international
has also changes its product and services in order to meet the new trend. Marriott is also
innovative its system with:
 Marriott hotel is one of the industry's first and largest brand to offer the mobile services
for its guest with mobile check in check out process.
 Marriott hotels is the first one in hospitality industry which provides the facilities to login
to Netflix entertainment channels to increase the customer experience by staying in their
rooms (Argenti, 2018).
 Marriott is also planning to open more than 100 luxury and lifestyle hotels indifferent
parts. The customer will also going to witness the global expansion AC by Marriott in
different more new locations.
CONCLUSION
By summing up the above report , it has been concluded that in strategic business project
is it is very essential to analyse the business environment factors and the market trend which can
impact the growth of the business in hospitality industry.
5

REFERENCES
Books and Journals
Argenti, J., 2018. Practical corporate planning. Routledge.
Black, J., 2018. Urban transport planning: Theory and practice. Routledge.
Chwolka, A. and Raith, M. G., 2012. The value of business planning before start-up—A
decision-theoretical perspective. Journal of Business Venturing. 27(3). pp.385-399.
Moser, C. O., 2012. Gender planning and development: Theory, practice and training.
Routledge.
Porter, L. and Tanner, S., 2012. Assessing business excellence. Routledge.
Saunders, M. N. and Lewis, P., 2012. Doing research in business & management: An essential
guide to planning your project. Pearson.
Skeffington Committee, 2013. People and planning: Report of the committee on public
participation in planning (The Skeffington Committee report). Routledge.
ONLINE
PESTLE Analysis of Marriott International . 2019 [Online] Available
through:<https://pestleanalysis.com/pestle-analysis-of-marriott/>.
6