PESTLE of Marriott and Hilton Hotel

This presentation analyzes the PESTLE factors affecting Marriott and Hilton hotels, including political, economic, social, technological, legal, and environmental factors. It also includes a SWOT analysis, supply and demand analysis, and current trends in the hospitality industry.

CONTEMPORARY
HOSPITALITY INDUSTRY

 NAME:
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PESTLE OF Marriott and Hilton hotel
Political factor
 Marriott: These factors are concerned with the political stability and government intervention. The factors
which will included under this are taxation, subsidies, trade policy, commerce, etc. These factors are out of
the control of the organisations. It will have a profound and significant impact on the Marriott.
 Hilton: These factors are concerned with the political influence which affects the functioning and operation
of the country. It includes various factors like taxation policy, subsidies, etc.
Economic factors
 Marriott: These factors are concerned with the economic stability of the organisation. It depicts the
financial strength and level of profitability for the company.
 Hilton: The economic factors are related to the financial stability and profitability for the company. It
involves factors like recession, inflation, etc. This will have negative impact on companies operation when
the inflation occurs and prices of goods and services goes up.

CONTINUE...
Social factors
 Marriott: These factors are concerned with the social trends like demographics, age, class, status, buying behaviour, attitude, lifestyle, income, etc.
of the individuals. Customer needs and preferences are highly dynamic in nature and it changes very rapidly.
 Hilton: This will have positive impact on Hilton hotel because when the lifestyle and customer needs and preferences changes then this creates an
opportunity for the Hilton to expand the business
Technological factors
 Marriott: Technology is the most prevailing and growing factor in the present business scenario. Every company needs to adopt certain
technological aspects which improves their efficiency and productivity.
 Hilton: The increasing use of technologies has created positive impact on the Hilton hotel because now they can use various technological
enabled equipments in order to provide proper security and safety to the customers like body scanner machines, etc.

CONTINUE...
Legal factors
 Marriott: These factors are concerned with the laws and legislations. It is important factors because it assures that customers and
employees are secured and protected.
 Hilton: This will have positive impact on Hilton because adoption of various laws like employment law, customer law, etc. will ensure
flexibility and their protection as well.
Environmental factors
 Marriott: These factors are concerned with protecting the environment and nature because they are the greatest tourist attractions.
 Hilton: Under this, the Hilton will have positive impact because it will adopt various environmental programs and strategies which will
provide sustainability. The company will install solar plant in the premises.

SWOT ANALYSE
Strength (Marriott)
 Global presence
 Global presence
 Focus on Innovation
Strength(Hilton)
 Brand acknowledgement
 Interesting administration and quality of item
 Customisation

CONTINUE...
Weakness(Marriott)
 Excessive focus on expansion
 Marriott controversies
 Focus on family
Weaknesses(Hilton)
 Over dependence
 Lack of flexibility
 High level of debt

CONTINUE...
Opportunities(Marriott)
 The shift of customer behaviour
 Huge unexploited market
 Emphasis on personalisation
Opportunities(Hilton)
 Market expansion
 Strategic alliances
 Research and development department

CONTINUE...
Threat(Marriott)
 Strong competitors
 Economic recession
 Terror attacks
Threat(Hilton)
 Competitors
 Poor climatic conditions
 Loss of key talent and personnel

Analyses of SWOT of Marriott
From the SWOT of Marriott it has been analysed that the company has immense opportunity to grow but the
fear and increasing terror attacks is restricting to growth businesses.

Analyses of SWOT of Hilton
From the SWOT of Hilton it has been analysed that the company has an opportunity to expand the business in
different market but the poor availability of labour and workforce creates barrier.

SUPPLY DEMAND OF Marriott
The supply and demand in Marriott is very huge. The company is effectively able to identify the labour
requirements and fulfils it properly by recruiting the qualified and respective personnel.

SUPPLY DEMAND OF Hilton
The supply and demand in Hilton is not that much and also due to expansion of the business is confined to the
market of US, the company is dependent on that market only for supply and demand for labour.

TREND1
The technological trends are increasing in the hospitality industry and this is the most suitable trend for tapping
more and more customers.

TREND2
The hospitality industry is highly adopting the innovations in its working and concentrating on research and development
department.

TREND3
The current trend is also emphasising on focussing towards the customers needs and requirements and develops the
policies in accordance with it.

Trend evaluator
From the trend it has been analysed that the discussed trends will have positive impact on the operations of the hospitality industry
because the company will be able to tap more and more customers. Apart from this, the company is further able to expand the
business through innovations and focussing on customer needs.

IMPLICATION OF CURRENT AND POTENTIAL TRENDS
The present trends in the hospitality industry is concerned
with devising the aspects which are presently used by
the organisations.
The most important trends which is increasing is
globalisation where the Marriott is involved in
sharing labour, resources, technology, etc. between
the different countries and thus making the business
more viable and suitable.

REFERENCE
Altinay, L., Paraskevas, A. and Jang, S.S., 2015. Planning research in hospitality and tourism. Routledge.
Eid, R. and El-Gohary, H., 2015. Muslim tourist perceived value in the hospitality and tourism industry. Journal of Travel
Research.54(6). pp.774-787.
Eid, R., 2015. Integrating Muslim customer perceived value, satisfaction, loyalty and retention in the tourism industry: An
empirical study. International Journal of Tourism Research.17(3). pp.249-260.
García-Villaverde, P. M., and. et. al., 2017. Determinants of radical innovation in clustered firms of the hospitality and
tourism industry. International Journal of Hospitality Management.61. pp.45-58.