International Hospitality Management: Strategies for Crowne Plaza Hotel in London

INTERNATIONAL HOSPITALITY
MANAGEMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of chosen hotel...................................................................................................3
SWOT analysis of chosen hotel firm......................................................................................4
PEST analysis of emerging market........................................................................................5
Hotel tactic to be adopt and to be implemented.....................................................................7
Justification of strategy.........................................................................................................10
Practical Application of Strategy by Crowne Plaza Hotel 5 to 10 Years Ahead.................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
Appendix..............................................................................................................................15
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INTRODUCTION
International hotel industry represents all kinds of accommodation from luxury to
affordable services, from city centre venture oriented to resorts, and from motels to bars as well
as health spas. The market size of this industry was just more than 570 billion pounds.
International hotel industry provides range of services and products to its guests according to
their needs and preferences. It ranges from quite small privately owned family ventures to major
global units with over 600,000 rooms. Hotels sectors consists of over than 15% of all individual
who worked in hospitality industry. Motels and hotels falls into a number of varied categories
which include glamorous and luxuries five and seven star resorts global luxury chains, country
house, trendy boutiques, leisure and conference rooms.
The current assignment will be based on Crowne Plaza hotel, which fall under list of
leading hotels in London, UK. This study will explain SWOT and PEST analysis in context of
chosen firm. Furthermore, this report will justify strategies adopted by company and practical
application of tactics.
MAIN BODY
Background of chosen hotel
Crowne Plaza hotel in Royal Victoria Dock is one of the best hotels in United Kingdom.
It makes an ideal base for both leisure and business guests (Macháč, 2016). This hotel is heaven
from hustle and bustle of London life; people can find tranquillity and peace in modern
surroundings. It was perfectly located for visiting all of city’s best attractions. It is a
multinational chain of full services; they cater to business travellers and to conventions markets
and meetings. It is a unique contemporary hotel overlooking Royal Victoria Dock. Firm is
located next to Docklands light railway station, which connects after one place with Jubilee Line
at canning town, into central Stratford. It boasts their meeting success centre with more than 8
meeting rooms, accommodating up to 275 delegates including a dedicated and excellent
Executive board room. Organization offer leisure and business travellers friendly, dependability
service and the best in designer led facilities at greater value rates.
They provide assurance about quality of food and beverage as well other service to its
guests. Crowne Plaza houses a contemporary, busy bar and lounge and a restro accessible from
avenue. Quad club of hotel offer visitors a purpose build fitness and health facility, with an
indoor Jacuzzi, steam room, pool and the latest gym equipment. Hotel provides room services,
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mini bar, air conditioning, housekeeping, refrigerator, and other services to people who visited
premises with family and friends to enjoy their vacations away from busy life schedule.
SWOT analysis of chosen hotel firm
SWOT analysis is one of the most renowned tools or techniques for analysis and audit of
overall strategic position of a business company and its environment. Key purpose of this
framework is to determine tactics that can create Crowne Plaza hotel specific business concept
that can best align with their capabilities and key resources.
Strengths-
 Each organization has their strengths that drive them towards success (Bakker and van
Woerkom, 2018). Crowne Plaza hotel has the biggest strengths that affect its business
performance and productivity. They have skilled workforce and talented workers that
are the big strengths of hotel. With this strength firm is able to provide quality services
and products. With knowledgeable applicants, hotel can sustain for longer period of time
within hotel industry.
 Solid consumer relationship is the another strength of Crowne Plaza Hotel, which
makes them able to gain attention of new business travellers towards them and aid to
retain existing one for longer period. Effective consumer relations is extensively executed
by firm where they record preferences and needs of each visitor and every time deliver
same set of preferences to respective people’s on their visit.
Weaknesses-
 Every firm want to enhance their performance and business activities in effective manner,
but due to some weakness they are unable to do so. Lack of expansion is one of Crowne
Plaza Hotel weaknesses that directly impact on its brand image in market and
profitability as well (Matovic, 2019). This weakness affects decision making and
productivity of hotel in negative manner. Without expanding business across UK,
company is not been able to gain attention of international travellers.
 Lack of technology adoption is another weakness of Crowne Plaza Hotel that may
affect its consumer’s base and marketing activities negatively. Without using the latest
and advanced technologies, firm would not be able to beat their competitors, running
their business in same sector especially to satisfy leisure and business travellers. In order
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