This presentation explores the current and potential trends in the hospitality industry and their impact on Britannia Hotels. It discusses the external factors affecting the development of the hotel chain, such as political, economic, social, technological, environmental, and legal factors. It also evaluates the ability of Britannia Hotels to develop products and services, and examines the impact of external factors on current and potential trends and development. The presentation concludes with insights into the challenges and opportunities in the industry.