International Hospitality Management: SWOT Analysis of Intercontinental Hotel Group and Emerging Markets

INTERNATIONAL HOSPITALITY
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK ..............................................................................................................................................4
1Background on hospitality industry..........................................................................................4
2 Background of IHG..................................................................................................................4
3 SWOT Analysis of IHG...........................................................................................................5
4Background to emerging markets.............................................................................................6
5 PESTLE ...................................................................................................................................7
6 Hotel strategy and its implementation......................................................................................9
7 Practical application of strategy.............................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
According to Geroge, 2021, the hospitality industry consists and focuses on customer
service, hotels and motels, overnight accommodations, and entertainment provision.
Hospitality industry is one of the global or international organisation which is growing with
rapid speed in a continuous manner, becoming a broad field, and this is providing effective
accommodation, travel, tourism, and food-catering related services to the international
visitors. The hospitality organisation is performing their work with engage of effective and
good practices related with service sector and operational management of hospitality
organisation (Agyekum and et. al., 2021). The selected organisation for this report is
Intercontinental Hotel Group (IHG) and this is one of world's leading hotel organisation that
work with the purpose of providing the practical and real hospitality services to each
individual through creating effective guest experience for visitor. Moreover, this report
highlights on the SWOT analysis of the group and also selection of an emerging market
support for increase the market share through entering into new market. In the last, various
organisational strategies are used for maintaining and retain long term market share of
hospitality industry.

Background on hospitality industry
The earliest accommodation of hospitality industry was generally family-owned, and
this was operated by families, and they provide lodging services, food and drink to the
travellers or tourist. The early days related with organisation of leisurely were focused and
reserved for royalty and wealthy. In the early 1700 tourism was used for describing
individuals travelling away from home beginning. The first industrial revolution related with
hospitality industry was started in England and this is used for creation of more modern
modes transportation including, steamships, railways, and ships with motive of making easier
travel (Almeida and Santos, 2018). Within the middle of 1700, industrial revolution of hotels
support towards the replace of old idea of inns and taverns. Second World War is linked with
hospitality industry because it increase among mobility, improvement among transport and
accessibility of wealth, more leisure time and this is used by hospitality organisation for
improve the development of organisation.
Intercontinental flights perform an important role and this is used by individuals for
travel from one place to another. The group related with organisation consists of all those
factors that support for formulate plan according to decided plans.
Cuisine performs an important role for hospitality industry and this is used by
management to attract more number of customers. From perspective of IHG, French Cuisine
developed among centuries and this helps for manage task according to the decided course. In
the present scenario, cuisine of country focus on unique culture and customs related with
quality of food.
Background of IHG
IHG marketed as those Hotels & Resorts that are engaged with British Multi-national
hospitality organisation. Customer experience also perform an important role, and this is used
to accelerate the business and as per previous portfolio and origin of hotel started from 1777
and expand until the year of 1875 with its red triangle logo that was trademark under the rules
of United Kingdom (Almeida and Santos, 2018).
The company was founded in the year 1946 and It's headquartered is situated in Denham,
England, UK, there are approximately more than 5964 hotels exists under the brand name of
IHG among all over the world. On the other side, purpose of IHG group is to increase the
number of customers in order to make their presence among all over the world.
SWOT Analysis of IHG