Contemporary Hospitality Industry

This presentation delves into the importance of the contemporary business environment in the hospitality industry, specifically focusing on Whitbread. It includes a PESTLE analysis, SWOT analysis, implications of current and potential trends, and an evaluation of the ability of the chosen hospitality business to meet these trends. The impact of external factors on current and potential trends is also discussed.

Contemporary
Hospitality Industry

TABLE OF CONTENT
• INTRODUCTION
• PESTLE Analysis factors of Whitbread
• 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
Business is wider and broader which consist of different types of
organisation like medium, small and large enterprises. Main
purpose of this report is to critically understand the importance
of contemporary business environment in hospitality industry.
Whitbread, which is the multinational British Hotel,
headquartered in England. Hotel provides number of services
example lodging, event management, wedding and many more.
There they have different types of competitors in market like
Accor, IHG, etc. This presentation comprises ofpestle and SWOT
analysis and implication of current and potential trends.

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Whitbread PLC

PESTLE Analysis factors of Whitbread
• It is critically important for hotel industry to conduct external
analysis on the basis of which it becomes easier for them to make
decisions with their business. So, Pestle framework is further
explained as follows-
• PESTEL Analysis
• Political factor- It is the first element of framework in which it
focuses on factors like environmental law, labour Law and many
more. In context of selected hotel, they are affected by political
because due to impact of brexit it is becoming difficult for them
to expand their operations.
• Economic- It consists of elements such as trade policies inflation
and deflation rate etc. Due to this on-going pandemic situation of
covid-19 there is a high flexible rates tax amount of a UK
economy which is directly impact upon their business.

PESTEL Framework

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• Social- Social element consists of factors like behaviour
attitude taste and preference. In relation of chosen hotel, it is
specified that needs and demands of customers are changing
due to change of social trends.
• Technological- Technology is a component in which it focuses
on use of advanced software and tools, artificial intelligence
etc. In reference of given hotel, they have been implemented a
unique management system which is used for protecting
information of guest and customers.

Social and technological factor

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• Environment- This consists of factors like waste management
use of resources, green agenda and many more. This hotel is
focuses on use of resources at optimum level and reducing
waste of food and beverages
• Legal- This focuses on rules regulations and legislations which
are used and necessary for business. As the selected Hotel
provide services and beverages products they follow all the
legislations which are governed by government

Discuss SWOT analysis for a hospitality business
• Strength- Main strength of Whitbread is that they have a
global presence in market which makes it easy for them to
operate their business.
• Weakness- Weakness of Hotel is that due to this on-going
pandemic situation of covid-19 it is difficult for them to
engage with customers and increase their sales ratio.

SWOT Analysis

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• Opportunity- They has a higher opportunity in Asian
countries by developing of business through use of marketing
strategies like franchising and licensing.
• Threat- The biggest threat to Hotel is that due to increased
number of competitors industry they have been given new
changes which can impact on their operations and
Management.

Analyse implications of current and potential trends
• Current trends
• Social media and engagement- It is the most current used
trend in hotel industry in which most of the hotels uses social
media in order to engage with customer and large target
audience. It directly impact upon Whitbread, as because most
of the users book hotel room through use of online e commerce
websites and applications so it is degree necessary for Hotel to
be active on social media.

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• Potential trends-
• Use of artificial intelligence- It is a potential trend in which it
focuses on uses of technology and artificial intelligence by
hospitality industry with the purpose of providing best
experience to guest and customers. It was impact on operation
and management of select Hotel because not every employee is
capable to use advanced technology.

Critical evaluation of ability of chosen hospitality business to
develop products and services that will meet current trends
• Abilities of Whitbread- Abilities of selected Hotel is that they
have a diverse range of employees with different culture and
religion which helps hotel to understand customers and tourist
needs as well as demands and languages in most effective
manner. Another ability of Whitbread is that they have most
established connections with suppliers and with foreign
countries which help them to meet with current trends and
demands which results in development of products and
services.

Evaluation of how external factors impact on current and
potential trends
External factors have a wider impact on current as well as
protection trend which are needed to be considered because it also
influences development within hospitality industry.
• External factor on potential trend-
• Technological factor -Use of artificial intelligence- It is an
external factor which have a deep impact on potential trend of
using artificial intelligence because technology changes with the
time period and the field of artificial intelligence in hotel industry
is being adopted and developing rapidly which makes it necessary
and forces small, medium and large enterprises to use technology
at all aspects. For example- Whitbread has directly e responded to
these external factor by implementation of their flexible
management system within every department which helps them to
adopt new changes easily and provide better services to users.

Use of artificial intelligence

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• External factor on current trend-
• Social factor- Social media engagement- It is also another
external factor which directly affect the current trend of social
media engagement because social factor consist of different
religion culture taste and preference. Due to increased use of
social media platforms like Facebook, YouTube, Instagram,
needs and demands of customers are easily tracked by hotel
industry which makes it easier for chosen Hotel to increase
their sale and use of services. For example- In consideration of
selected hotel they promote advertise their brand as well as
services through their Instagram & Facebook page which
increase your website traffic.

Social media engagement

Conclusion
After examining of different frameworks current and potential
trends and their impact on hotel industry it has been analyzed
that Hotel sector need to focus on market analysis and which
gives them a detailed information about changing needs and
demands of customers at all aspects which results in both as well
as development of business.

REFERENCES
Books & Journal:
Ariella, 2021. Integrated Student Cooperative Development
Program to Improve PKKWu Learning at 2nd Public Vocational
High School of Karanganyar in 2020. Cometra General, 1(1).
Dimitrić, 2018. Profitability Determinants of Hotel Companies–
Comparative Analysis of Primorsko-Goranska County and the
Republic of Croatia. Occasional Publications, 1, pp.329-350.
Heimerl, 2020. Factors Influencing Job Satisfaction in
Hospitality Industry. SAGE Open, 10(4), p.2158244020982998.
Karabašević, 2019. An approach for hotel type selection based
on the single-valued intuitionistic fuzzy numbers. International
Review, (1-2), pp.7-14.

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