Emerging Trends in Hospitality Organizations and Their Impact on Marketing Strategies: A Case Study on Four Seasons

This study analyzes the emerging trends in hospitality organizations that impact marketing strategies for Four Seasons. It covers the literature review, research methodology, and anticipated outcomes.

BMM5582 Business Research

TABLE OF CONTENT
TITLE: TO INVESTIGATE THE EMERGING TRENDS IN HOSPITALITY
ORGANISATION AND ITS IMPACT UPON MARKETING STRATEGIES. A CASE STUDY
ON FOUR SEASONS.....................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the study..............................................................................................................3
Research aim:...............................................................................................................................3
Research objective:......................................................................................................................3
Research questions:......................................................................................................................3
Rationale:.....................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Theme 1: Understanding the marketing concept.........................................................................4
Theme 2: Assessing the current emerging trends within hospitality sector.................................4
Theme 3: Evaluating impact of emerging trends over marketing strategies:..............................5
RESEARCH METHODOLOGY.....................................................................................................6
Research type:..............................................................................................................................6
Research approach:......................................................................................................................6
Research philosophy:...................................................................................................................6
Research design:..........................................................................................................................7
Data collection:............................................................................................................................7
Sampling:.....................................................................................................................................7
Data analysis:...............................................................................................................................7
Ethical consideration:...................................................................................................................8
Feasibility:....................................................................................................................................8
Anticipated outcomes:.................................................................................................................8
Timeline:......................................................................................................................................9
Gantt chart:...................................................................................................................................9
REFERENCES................................................................................................................................1

TITLE: TO INVESTIGATE THE EMERGING TRENDS IN
HOSPITALITY ORGANISATION AND ITS IMPACT UPON
MARKETING STRATEGIES. A CASE STUDY ON FOUR SEASONS
INTRODUCTION
Background of the study
Marketing strategies which is incorporated by the organizations in order reach to their
prospective customers and turning them into their potential consumers. It is the suitable plan
which involves the certain specific actions in order to promote the goods and services.
Hospitality sector is highly demanding industry where the consumer behaviour changes often to
avail the best services which is based on current trends (Lee and et.al 2019). Trends within the
hospitality are smart hotels, sustainability, robot staff etc these trends have the potential impact
over the marketing. For an instance with the help of artificial intelligence marketers can easily
automate the consumer interaction also by augmenting the experiences of consumer with
technology helps in enhancing the consumer experience which is essential for the progress of
business. Following research is based on 4 seasons hotel a luxury hotel present in Hamilton
place, Park Lane, London, England. It is surrounded by the capital’s greenery and shopping
streets which gives the better view to their guest. This study will highlight the research aim,
objective, questions and rationale, further covers the literature review and research methodology.
Research aim:
To analyse the emerging trends in hospitality organizations that impacts the marketing
strategies for four seasons.
Research objective:
 To understand the concept of marketing
 To analyse the emerging trends in hospitality sector
 To evaluate impact of emerging trends over marketing strategies
 To recommend best marketing strategies considering current trends in hospitality
Research questions:
 What is the concept of marketing?
 What are some emerging trends which seen in hospitality industry?
 What are the possible impact of emerging trends on marketing?

 What are some marketing strategies which incorporates current trends in hospitality?
Rationale:
It is important to know about the current trends as it have the major impact over the
business performance, marketing strategies plays a significant role and incorporating with the
current trends is beneficial for the businesses to grow their revenues (Reilly, 2018). Rationale
for initiating with this topic as it helps in understanding the current trends within the hospitality
sectors and to analyse how it impacts the marketing strategies. Thus with the help of this study
hotel organisation will be able to understand the value of emerging trends and they will proceed
to considering it within their marketing process. Another reason for conducting research on this
issue as previous studies lacks in depth information regarding the topic so this study aims to fill
the gap which is identified in previous study.
LITERATURE REVIEW
Theme 1: Understanding the marketing concept
According to the view of Hussain and Khan, (2020) marketing encompasses with the specific
action plan which the businesses incorporates to advertise their products and services. Marketing
plays a significant role for the business productivity it makes the organisation to better positioned
their goods within the market, that is able to grab the attention of the consumers. For a better
marketing it is foremost to have proper arrangement in place that supports the desirable
objectives and goals. Marketing include serving the services to end users while facing
competition as the organisation and its rivalries sends their new product information to their end
users through the marketing intermediaries. However, author Vij, (2019) said the progress of
company’s marketing is generally inclines with the marketing strategies that formed an adopt
towards competing with rivalries and eventually increasing firm competitiveness. Author further
proposed that for the better evaluation of the marketing process it is essential to have the right
communication channel at workplace through which marketing team will communicate and
commence with the better strategies which ensures the optimum outcome.
Theme 2: Assessing the current emerging trends within hospitality sector
As per the view of Barros and Sousa, (2019) hospitality sector is the fastest growing sector
which plays a major role in driving the economy. It helps in providing the employment and
better infrastructure which is essential for the country, because of this country can easily have the
better health care and educational facilities for their residents. Current emerging trends within the

hospitality is anticipating the market, which highlights the use of AI, internet of things, robotics
to provide the better consumer experience as technologies are also able to provide the digital
experience through smart rooms, lightening and so on that is making the hotels to acquire greater
market share and to expand their services. Emerging trend is also coming in the form of
sustainability where the consumer in the market proceed with the services which meets the
environmental sustainability. Thus it has the major impact over the hotel industry. On contrary
with this author Shahijan, Rezaei and Amin, (2018) said that this emerging trend also comes
with the lots of pressure over the budget as to go with the AI and other technology requires a
huge amount to invest on it, its maintenance and technical skilled staff is another reason which
impacts on the financial capacity of business.
Theme 3: Evaluating impact of emerging trends over marketing strategies:
According to Bowie and et.al., (2016), hospitality industry is one of the fastest growing industry,
trend in this industry keep changing over the time and impact marketing process of the business.
Trend are current demand of consumer in the market, emerging trend have major role in building
an sustainable marketing strategy. Marketing get impacted due to change in consumer demand,
they follow trend and act accordingly that is why it is important to change marketing strategies
and process according to the market condition. Marketing strategies allow company to become
stable in highly competitive market and help them to become competitive as well, emerging
trend keep marketing team active and business running because trend change over time.
When trend change, business have to change marketing accordingly, some trends remain
for longer period because they stick with internal part of the industry for example; there is trend
in the industry where sustainability is promoted, this trend is long enough and continue to
become and trend in hospitality industry. Trend have their own impact on business, if firm is
active enough to become except the challenge and act according to the demand in the market.
Some emerging trend have special consideration in the business because this provides
competitive advantage if catch and analysed at right time. Timing does matter in trend because if
business fail to act to current trend then they might miss one of the biggest opportunity, timing
set with marketing concept, marketing is effective when trend are consider and if timing is
perfect then business enjoy continuous growth and reach as much as possible. Catching trend is
common process, but acting after catching become important, emerging trend are only effective
if marketing strategies meet with the demand and continue the effective process.

RESEARCH METHODOLOGY
Research type:
Research type is one of the most important element in the research where type of method
is been used by the researcher to collect and interpret data and process further. There are two
type of method for data collection process, qualitative and quantitative (Cr, 2020). Qualitative
research type is descriptive and subjective that allow researcher to focus on feeling and thematic
with non numeric and non statistical information whereas quantitative research type is numeric
and statistical data type that allow researcher to focus on collecting relevant facts and complete
their study in effective manner. For the completion of this study, researcher will going to use
qualitative research type which allow them to focus on thematic data helping in clearing any
barrier arrive in the process.
Research approach:
Research approach is plan and procedure relay on tread of broad assumption of data
collection method and interpret that data to gain max, it becomes important to choose one
approach in the research as this allow researcher to stay clear throughout the process.
Understanding on the particular topic. There are two type of approach, inductive and deductive
approach. Inductive approach means researcher will going to focus developing brand-new theory
that help in conducting detailed observation whereas deductive approach allow researcher to
focus on existing theory and help researcher to complete their study. For the completion of this
study, researcher will going to focus on inductive approach to understand the chosen topic and
gain max. knowledge about this industry.
Research philosophy:
Research philosophy is set of belief or phenomenon which allow researcher to understand
set of belief to gather and analyse data, belief and philosophy does matter in the research process
where certain set of belief is considered by the researcher before conducting research on a
specific topic (Devi, 2017). There are two type of philosophy, positivism and interpretivism.
Positivism philosophy believe that knowledge gained through observation and focus on factual
information whereas interpretivism focus on involvement of research in a specific role to observe
society and social world and provide information accordingly. For the completion of this study,
researcher will going to use interpretivism that will allow researcher to generate new idea for
completion of this study.

Research design:
Research design means framework of market research chosen by the researcher to
examine market and understand key relevant element that can be used in the completion of the
study, there are two type of research design, descriptive and correlational, design of research is
important to consider because this allows researcher to stay clear throughout the process and help
them to perform research according to framework set by them to analyse key important area
(Kumar, 2018). Descriptive research design means process of obtaining information with
systematically and with the help of prescribe phenomenon whereas correlation research design
means investigating relation between different variable without any disturbance in the variable.
For the completion of this study, researcher will be focusing on correlation research design
allowing them to focus on different variable without manipulating them.
Data collection:
Data collection is most important element in research methodology where collection of
data is performed by the researcher in one of the prescribed manner, there are two type of data
collection method, primary and secondary (Pandey and Pandey, 2021). Primary data collection
means researcher will perform those practice that allow them to collect new and fresh data which
was not used before in any of the study whereas secondary data collection means researcher will
focus on already established data which have been used by other researcher as well for the
completion of their study. For the completion of the study, Researcher will consider both primary
and secondary data collection method to complete this study and gain max. knowledge.
Sampling:
Sampling is process of collecting information and particular kind of data from participant
they have chosen for the study, there are two type of sampling method, random and non-random
sampling. Random sampling mean researcher try to avoid setting any criteria or proper structure
to perform sampling whereas non-random sampling means researcher will set careful criteria for
sampling process and perform sampling accordingly. For the completion of this study, researcher
will consider non-random sampling method that allow them to systematically gather information
from 4 participant of Four Seasons.
Data analysis:
Data analysis is process of cleaning and interpreting collected data, this simply means
analysing those data which have been collected with the help of selected method, there are two

type of data analysing method, statistical and thematic (Rinjit, 2020). Statistical data analysis
means researcher will perform certain statistical operation mainly under quantitative research
method whereas thematic data analysis means analysing qualitative data to identify, analyse and
report a pattern, this is mainly a method of describing and data. For the completion of this study,
researcher will consider thematic data analysis with the help of qualitative research method
allowing them to focus on thematic data. And will going to use thematic and questionnaire data
analysis tool.
Ethical consideration:
Ethics does matter in the research, these are morale and discipline that are considered
while performing research and completing study on the chosen topic, ethics are important in
both, primary and secondary process (Taherdoost, 2016). In primary, researcher should not hurt
or harm participant in any form that impact their behaviour and privacy whereas in secondary,
researcher will focus on providing and sourcing information which is been considered by the
researcher. Proper and fair use of source including books and journal. For the completion of this
study, researcher will consider following ethical consideration, these are:
 Do not harm or hurt feeling of participant in any form of question or unethical behaviour
while conducting interview with participant.
 Fair use of data used from different already established source, unethical use of source
will be eliminated while completing this study.
Feasibility:
Present study is feasible, is it because it covers the in depth information that will be
beneficial for drawing upon the efficient conclusion. Also in this the data is collected from the
interview method which assures that the data is up to date and reliable, also there is a flexibility
which is offer to the participants as they can skip the question which they don’t need to answer
it. data confidentiality and anonymity is also maintained in the study thus all ethics are practiced
by the analyst.
Anticipated outcomes:
It has been found from the above literature that having a best marketing strategies which
accounts the current trends will help the businesses to generate better revenues. Emerging trends
which is in form of technologies and sustainability factor is essential for the hospitality to
survive within the intense competition and to enhance their consumer experience. Limitation in

the study is found in the unavailability of some resources as conducting an interview cost more
but with the proper budget this problem can be solved.
Timeline:
Task Name Duration Start Finish
Topic selection process 1 day Thu 3/31/22 Thu 3/31/22
Crafting aims and
objectives 5 days Fri 4/1/22 Thu 4/7/22
LITERATURE REVIEW 10 days Fri 4/8/22 Thu 4/21/22
RESEARCH
METHODOLOGY 10 days Fri 4/22/22 Thu 5/5/22
Collecting and analyzing
data 15 days Fri 5/6/22 Thu 5/26/22
Submission process 1 day Fri 5/27/22 Fri 5/27/22
Gantt chart:

REFERENCES
Books and journals
Barros, C.L. and Sousa, B.M., 2019. Price and Marketing Strategy in Tourism Contexts: A
preliminary study to mitigating seasonality. International Journal of Marketing,
Communication and New Media. 7(12).
Bowie and et.al., 2016. Hospitality marketing. Routledge.
Cr, K., 2020. Research methodology methods and techniques.
Devi, P.S., 2017. Research methodology: A handbook for beginners. Notion Press.
Hussain, M. and Khan, J., 2020. Key success factors of Total Quality Management (TQM) for
the hospitality sector: A critical review of the literature. European Journal of Hospitality
and Tourism Research. 8(2). pp.1-17.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Lee, M. and et.al 2019. Integrating technology to service innovation: Key issues and future
research directions in hospitality and tourism. Journal of Hospitality and Tourism
Technology.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.
Reilly, P., 2018. Building customer centricity in the hospitality sector: the role of talent
management. Worldwide Hospitality and Tourism Themes.
Rinjit, K., 2020. Research methodology.
Shahijan, M.K., Rezaei, S. and Amin, M., 2018. Qualities of effective cruise marketing strategy:
Cruisers’ experience, service convenience, values, satisfaction and revisit
intention. International Journal of Quality & Reliability Management.
Taherdoost, H., 2016. Sampling methods in research methodology; how to choose a sampling
technique for research. How to Choose a Sampling Technique for Research (April 10,
2016).
Vij, M., 2019. The emerging importance of risk management and enterprise risk management
strategies in the Indian hospitality industry: Senior managements’ perspective. Worldwide
Hospitality and Tourism Themes.
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