Hospitality Industry Essay 2022

Running Head: HOSPITALITY INDUSTRY 1

Running Head: HOSPITALITY INDUSTRY 2
Macro and micro forces that may affect the marketing
decision-making within a tourism, events, or hospitality
organisation
In the recent time, organisations are required to give emphasis on every micro and
macro factor before making any decision. Customers put the direct impact on the business of
hospitality industry. Customers demand are continuously changing in the recent time that
puts the pressure on hospitality industry to make changes according to them. Availability of
employees also affects the decision-making of the hospitality industry. The availability of
motivated and employees are essential to achieve the success in any event or hospitality
business. In addition to the micro factors, several macro factors also affect the decision-
making of the business (Gomezelj, 2016). Firstly, demographic forces are major element that
affects any hospitality business. It is because every country has different educational level,
lifestyle as well as cultural characteristics. For example- Marriott international has also
different menu for every country to the change in the taste and preference of every country.
Besides this, technological changes also affect the decision-making of the tourism or
hospitality industry.
Marriott International has come up with the mobile app that breaks the record of the
hospitality apps. It has done this change in order to satisfy the demand of customers. For
Marriott reward members also, the new app will adjust to the personalised experience of the
users throughout their whole journey of travelling. It is using mobile to revolutionize as well
as introduce the next generation of the customers experience in traveling across the world.
Due to this, most of the smartphone users use the Marriott devices for the activities related to
travel. Many people also have emotional connection with the mobile apps and devices when
they download. It assists them in maintain the strong relationship with the Marriott reward
members by providing them the easy access to such programmes (Wolf, 2019). Due to the
changes in the expectations of customers, it also started focusing on the digital and social
media use (Bowie, Buttle, Brookes & Mariussen, 2016). This has helped the Marriott
International in bringing positive advantage to its customers. As a result, it has also helped it
in increasing its market share and growth across the different parts of the world.
In the recent time, Marriott has also announced the “new personal care amenity
provider” in order to inspire the guests. It has also done the integration of mobile enabled
innovation in the check out, check in as well as F& B ordering. The scientifically proven