International Hospitality Management Assessment

International Hospitality Management Assessment
Name of the Student
Name of the University
Author’s Note

Table of Contents
1. Background to International Hotel Industry and tourism...................................................3
2. Background to Hotel Company..............................................................................................3
3. SWOT analysis of selected hotel company............................................................................3
4. Background to Global Hotel and Tourism Industry – developed and emerging markets......5
5. Background to Emerging market...........................................................................................6
6. PEST of selected emerging market........................................................................................6
7. Analysis of SWOT and PEST................................................................................................7
8. Hotel strategy to be adopted and to be implemented (using strategic model and
frameworks) within the entering market....................................................................................8
9. Justification of strategy........................................................................................................10
10. Practical application of strategy – 5 and 10 years ahead...................................................11
11. Conclusion..........................................................................................................................11
Reference List..........................................................................................................................12

1. Background to International Hotel Industry and tourism
International hospitality and tourism industry is found to have grown several folds with the
last few years. The hospital and tourism industry have ensured that the travel is easy and cost
effective as well as safe. Technology has driven the growth of this industry which has
attracted more people. This has also resulted in an increase in the number of hotel rooms’
airlines and operation of cruises. The International Hotel industry has been found to
contribute around 8 trillion to the economy every year (Brackett and Carr II 2015). Each year
there had been an increase in the number of international tourists visiting a different part of
the world as reported by the World Tourism Organisation. The hotel industry today provides
wide ranges of services to the guest who includes banquet halls, conferences for celebration,
fitness and sports facilities, spas and bars in addition to the sophisticated restaurants. The
international hotel industry and tourism are known to be a dynamic sector which allows good
service, quality accommodation with great diversity in food and beverages.
2. Background to Hotel Company
The Hotel Crown Plaza is a well known multinational chain of hotels which has been
categorised as the most upscale hotels in the United Kingdom. The hotel has been catering to
the travellers visiting wither for business or for pleasure. The Crown Plaza chain of hotels is
known to be the part of the InterContinental Group of Hotels which has been operating in 100
different countries and with 3600 hotels (Crowneplaza.com 2019 ). These hotels are mostly
located in the city centres, like resorts, airport hotels and coastal towns. One such chain of
hotels of Crown Plaza is located in London Docklands. The hotel is known to have a unique
and contemporary look. The Royal Victoria Dock is one of three largest docks that are
located in East London.
3. SWOT analysis of selected hotel company
Strength
The Crowne Plaza chain of the hotel was found to implement the strategy of light business
model. The main idea is adopting the franchise model in different countries have helped the
chain of the hotel to become asset free as well as it can generate a large sum of cash with the
return of a large amount of revenue to the shareholders (Badran and Khalifa 2016). In 2004,

the chain of hotels has been reported to have generated 5.9 billion funds for the shareholders
and has been continuously increasing its profitability until this date. The strength of the
company is its ability to grow globally with a current record of 100 countries. There are
766,837 rooms are available in different countries. A number of hotels are in their pipeline
which will be opening in emerging countries like in the Middle East, Germany, India Mexico,
CIS, Indonesia and Greater China. Crowne Plaza management has been specifically giving
importance to customer preferences and customer experiences. In order to provide a personal
experience to the customers that provide several unique as well as traditional services that
which is based on the cost and availability. The handling of the customers is done on the
basis of the cloud-based technology so that a personalised experience can be given to the
customers (Büyüközkan and Ilıcak 2019). In addition, The Crowne Plaza hotel also provides
differential prices of the room if the customer has a loyalty relationship. This also enables the
chain of hotel in maintaining a sustainable competitive advantage. Additionally, the hotel has
been categorising and segmenting different hotel brands based on the occasion on which the
guest visits. This helps the hotel in meeting the expectation of the customers and also brings
about newness in the way the staffs handle the need of the customers, thereby creating a
brand image.
Weakness
The weakness which the chain of hotels currently faces is due to the increase in the monetary
transaction, almost 1200 hotels were found to be infected with malware stealing the
identification of the guest including the card number and their verification codes. In order to
maintain the brand image, the hotel chains have taken several initiatives for the loyalty
programs (Tribe 2016). However, these loyalty programs have drawn many negative remarks
from the customers.
Opportunity
The main opportunity for the chain of Crowne Plaza hotels is their location. Several
partnerships and rebranding of the hotels with different countries are been done to increase
the profitability of the chain of hotels. Additional with the increase in the number of
international tourists globally have increased the hotel’s opportunities towards an increase in
revenue. The booking of the customers in the chain hotel has been further facilitated by the
online bookings which are faster and provides greater exposure to the hotel brand.