Hospitality Industry Analysis & Strategies

This assignment delves into the complexities of the modern hospitality industry. Students analyze key trends, competitive forces (using Porter's Generic Strategies and Ansoff's Matrix), and contemporary issues like social entrepreneurship, human trafficking, and technology's impact on guest experiences. The analysis is grounded in academic research and real-world examples, providing a comprehensive understanding of the sector's dynamics and potential for growth.

International hospitality
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
A.......................................................................................................................................................1
1.1 History and Background of Marriott Hotels.........................................................................1
1.2 SWOT Analysis ...................................................................................................................2
B.......................................................................................................................................................3
2.1 Background to Global Hotel and Tourism Industry..............................................................3
2.2 Development and Emerging markets....................................................................................4
2.3 PEST analysis of emerging market.......................................................................................6
C.......................................................................................................................................................7
3.1 Porter's Generic Strategies....................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The hospitality industry is a fastest growing sector in tour and tourism sector. They
provide services like accommodation, luxury hotels, parking area, food services etc. This report
will determine the background of Marriott Hotel West India Quay. This report will identify
different factors that affect or influence various activities performed by a leading hotel group,
Marriott Hotels. SWOT and PEST analysis will be applied in this assignment and will also
analyze different strategies for growth and development for Marriott Hotel West India Quay
along with application of Ansoffs Matrix and Nykiel's Fourteen Strategy, and Porter's Generic.
A
1.1 History and Background of Marriott Hotels
The Marriott International was established in 1927 by William Marriott and his wife, who
together had opened a beer bar in Washington. This is a leading brand in the United States and is
very popular all over the world (Armstrong and Matters, 2017). Most of these restaurants are
established across 73 countries. This Group is a leading brand that has been linked with
international tourism and is very famous hotel group in tour and tourism sector.
The main objective of tourism sector is to provide best services to their customers. The
International Tourism Sector is founded by Marriott because these member companies are linked
with the Marriott International (Sheehan, Grant and Garavan, 2018). It will contribute to
establishing for development of this brand and they will provide new design approaches to guide
new pattern and sponsorship. The hospitality industry supports Marriott International and
promotes their services and facility that they provide on time. Marriott Hotel provides the best
services to their customers.
Marriott West India Quay is a luxury hotel that is located in London at 22 Hertsmere
Roads. It is a hotel by Marriott group that offers luxury rooms to their customers. The owner of
this hotel is John Christodoulou who is a billionaire(Kandampully, Zhang and Bilgihan, 2015).
This hotel is designed by HOK in London in which was built in 2004. The height is 364 feet and
has 33 floors. The hotel Marriott is unique design to build in London. There are many restaurants
and bar. They provide the best services to their customers. The design of hotel is different in
which the shape of window is curve in very symmetry form. Room is very neat and clean. They
1

provide facilities like Television, Internet services, tea, coffee, mini-bar, fridge, air-conditioner
etc.
Analysis of Marriott hotel within hospitality industry-
The Marriott Hotel is a leading brand in International Hospitality Industry. The member
of this organization to maintain their services in market. The main objective of this sector to
provide the best facility to their customer. The hospitality industry is play important role in tour
and tourism because they provide effective services and give hospitality services.
The tourism industry is linked with the Marriott hotel so that it increasing economy
because there are various holidays attraction places in country. They will provide food,
transportation services, room services, accommodation and other facilities. It is a leading brand
and most of the people is attracted towards this hotel. This hotel is located in worldwide so there
are more chances when the people are go to this tourist destination places.
Stakeholder and their interests-
Stakeholder is very important part of this organization because they will plan a different
strategies and planning that would be helpful for development. They are making an effective
strategy for increasing their profitability in market. They are conducting many programs related
to their culture Appreciation day, weekdays, job and career, wellness program other activities are
done by management. The main aim to this program is when employee of this organization to
involved in this community program. It is becoming a very important part of these communities.
Stakeholders will analyse business strategies in efficient way. It will make research on particular
subject, partnership, creating membership, working with group, advisors etc.
1.2 SWOT Analysis
The Marriott Hotel West India Quay is a luxury hotel in London. They will provide the
best services to their customers
 Strengths – Marriott Hotel is very leading brand in India and has a positive
Image. It is a very popular hotel and becoming very famous because they will
help to customer. In this hotel, internal system would be managed by the
management. In this hotel, they hire talented people who have capabilities to
handle critical situations in very proper manner. They have an effective
2

management to control the entire system effectively and efficiently. They have
capability to fulfil the requirements of customers. They have high brand value in
market.
 Weaknesses- It is very expensive hotel so many customers are not going to this
hotel because they have insufficient money and cannot be affordable (Hine,
2017). This hotel will provide services to business class people and fulfil needs of
customer. In this way, limited number of customers is going for these luxury
hotels. This hotel is only useful for business class and provides the best quality of
services.
 Opportunities- the Marriott hotel will manage their infrastructure and building
their brand value
 This industry will provide many job opportunities for people. It is very helpful to
increasing their income through tourism sector. In this way, the Marriott will
increase their revenue and achieve goals and targets. This is the best way to
increasing their business in other countries. It is a leading brand that is located in
other cities. They are uses some special policies that would be beneficial for
customer. They provide an effective service to their International tourist and it
will enhance their business. They are giving an innovative idea for growth and
development. They always change their services because most of the people is
demanding so many services.
 Threats- Threats is generated when the terrorism and political factors affect the
country. This is very important threats with respect to Marriott hotel. There are
many other industry's development so that the competition level of organization
has been increases. This is main reason to increasing the price of hotel, services.
B
2.1 Background to Global Hotel and Tourism Industry
The Global market is very important for each and every industry to establishing their
business in all over world. There are various point to determines actual role of industry in market
as follows: Developed market- At that time, Global market is very essential part of every
organization because latest trends are establishing in global market. The global hotel and
3

tourism sectors are developed in market. It will provide many facility like customer
services, ticket booking, reputation management, online marketing etc. this hospitality
industry will expand their business in all over world. Customer services- this is very important part of every organization to provide a
customer services. The Marriott hotel and hospitality industry will provide the best
quality of services to their customer. They are uses modern technology to understand the
need of customer through these techniques. It will easily analyse the customer
requirement through technology. They will support to their customer or in without using
technology. It is very important for organization to provide the services to their customer
because it is the best medium to helping their customer in very proper ways. Innovative technology- Nowadays, most of the people are uses mobile application to
determine hotel information and price. This is the best platform to determine right
information at right place. Tour and tourism sector are uses new technology for growth
and development. Hospitality industry is very important to increasing their value in
market and they are using the latest technology to explore their services in global market. Profitable business- It is very essential part to increasing their brand value in
international market. Tour and tourism sector has developed their market value and it will
increase their profitability. It will increase their occupancy, increasing profit rate. The
organization will always do something new according to market change because the
customer are demanding.
 Health and wellness- this is very important part of organization to provide the best food
services to their customer. They will take a right decision regarding healthy nutrient and
catering increase food quality. The Marriott hotel will provide the best quality of food
services to customer. There are various customers which are attracted to some specific
kind of food such as Italian, Mexican etc. the cited organization focus on offering each
and every type of food items to their customers that supports it to attract customers from
every segments or places.
2.2 Development and Emerging markets
It will expand their business in all over the world. This hotel and tourism is increasing
their connectivity to other country in which most of the peoples are travelling to other locations.
There are various countries or places in which emergence of economics and their business. This
4

organization has provided less accommodation for hotels, rooms and transportation services.
There are many countries like African and South-east Asia where there are minimum hotels and
that would not provide a sufficient facility and services to customer. The important thing to
emerging market to investment and as proper money to provided best services but some times,
they have risk because most of the peoples are uses their traditional method in a domestic
process, establishing traditional food services etc. it is important to each and every organization
to understand the need of business and according to the customer, they will change their business
style, planning and strategies.
Africa is benfical country when the peoples are establishing their emerging market in Hotel and
travel industry. Nigeria is to be considered as emerging market are established while they have
government power and they have stable economic (Megeirhi, H.A. and et.al., 2018). It will
highly educate business firm are present in Africa. It will increase various business firm through
individual while most of the peoples are going Africa not only holidays but establishing their
hotel. Currently, they have limited firm are available in which traveller will establish their
business in Africa. It is very poor country and most of the peoples do not know about their
tourist destination but nowadays it is establishing many small firm, Hotel and tourist services are
available (Phillips and et.al., 2015). They have scope to creating an effective hotel facility to
customer. Most of the peoples are going not only for holiday but also travel for business process.
They will establish their own business in which it also provides the best services. Morocco is
also other emerging market to offering many services and scope. Nigeria is established as tourist
destination places and many peoples are going for holidays.
Therefore, Marriott Hotel can expanding their business in Nigeria because It is stable
government to increasing their economy. Most of the peoples are establishing their business in
Africa. It is very poor country so that it is helpful to increasing their economy. This hotel will be
establish in Africa because there are many tourist destinations are available. It is helpful to
exploring their business in all over the world (Narangajavana and et.al., 2016). They will start
their business through marketing in which most of the peoples are attracted to this hotel because
they have brand value in market and it provides the best services to their customer. Afterwards,
they are making an effective strategy for growth and development. This industry will plan new
strategies for increasing their market value and it will increase their share value in market.
Marriott Hotel is very popular organization in which every one knows about this hotel. This is
5

very important part of every organization to exploring their business in all over the world. This
hotel is provided best services in Nigeria and every people are attracted to their quality and
services. In this way, they are establishing their branches in other countries. Marriott Hotel West
India Quay is a leading brand that has already available many hotels in every countries like UK,
US etc. there are very benefits for establishing their business such as increase economy,
becoming a powerful country, highly demand, stable conditions etc.
2.3 PEST analysis of emerging market
It is very important part to analysis the whole business operations in proper manner. It is
essential part of organization to consider as starting of marketing strategies and planning. It will
analyse business operation and how they will affect the business activity. This will analyse their
technological, political, Social and Economic factors are affected business activity. Political factor- Political factor is important part of every organization to control some
areas like Tax policy, trade, environmental laws etc (Rahimi, and Gunlu, 2016). this law
is made by government to handle the economy of country. This factor is affected to
whole business process when the organization are registered as legal. The Marriott and
tourism industry are emerging business market that would be influence by government.
This is extremely important to determine the holiday's destination which are attracted to
peoples these factor is directly impact includes terrorism, cops and violence etc. the
instability is big issues in political sector to impact on their growth and development of
tourism industry. Economical factor- It is that factor affecting interest rate, design and foreign interest rate
etc. they will directly affect the country economic. Economical factor are those which
affect the tour and tourism organization (Sipe, and Testa, 2018). It is directly influence of
all business operations. The marketing team will determine the small and long term
trading planning because they are applicable for international business. They will affect
their gross Domestic Product per capital, increase interest rate, employment level etc.
This factor is important because they provide better services to employee those who are
already doing working however, they provide equal right to their employee. The currency
charge is affect their global supplier selling. Social Factor- it is that when the demand of tourist is increasing in market because most
of the peoples are attracted to their culture, tourist places etc. these social factor affect the
6

social environment and their culture. There are various type of unique features that are
helping in hospitality industry to expanding their business and making a leading company
therefore, they have regular customer to maintain their work culture and services. The
industry is always influences to social culture and background of every person. This
industry impact on their community and when the people are visiting (Segovia-Pérez and
et.al., 2018). Most of the people are hurting our natural heritage, criminal activities, drug
addict person, crowed behaviour etc. the major negative impact on tour and travels is not
ignored by government that is child labour. Most of the hotels are hire those children who
has insufficient money and cannot be affordable.
 Technological factor- this is very important factor when the tourism industry always
using new technology such as airline, train, bus, hotels, resort, transportation etc. the
Marriott hotel is provided an effective service to customer (Paraskevas and Brookes,
2018). They are uses new features such as customer care services. This is very efficient
technology to solve the problem of client. Every organization is included in tourism
sector to provided best services and time to time, they will update techniques for business
development. For example- they will use the latest technology in air-plane that would be
efficient for travel and comfort.
C
3.1 Porter's Generic Strategies
It is a main aim of Marriott Hotel to adopting new technologies for growth and
development. They will try to planning a new strategy for long term growth and it increasing
their share value in market. There are various strategy useful for development as follows:
Cost Leadership Strategy- It will decrease the cost of leadership in tourism sector to provided
best quality of services. The Marriott hotel west Quay are selling their services in very average
price and increasing their profitability in market (Tsai, Y.L., and Chintagunta, 2015). It will
maintain their profitability rate while faces many issues due to competition level. This cites will
improve their services in market and acquiring many advantages. The main aim to focus on
improving their efficiency, increasing resources, taking a right decision etc.
This hotel will plan a new strategy that would be helpful for development and growth.
This hotel is developed an effective team to manage business operation because they have
7

creative team to understand the requirement people. They have good understanding providing
best services to their regular customer. Most of the new customers are attracted to these hotels.
Differentiation Strategy- It is important features that every organization are used them
for development and it provides the best product and services. The organization will offer many
important features and services to their customer. They are mainly focused on their internal
strength of company such as marketing strategy, planning, product development, manufacturing,
Brand value, innovation of new product etc.
Focus Strategy- It is important part of organization to focus on their goals and targets in
specific tourism industry. The hospitality industry can be develop new planning for development
in which it will determine actual need in business operations. This strategy is focus on both
differentiation and cost leadership. Each and every organization has some specific goals and
target so that it is very important to achieve their objective through porters strategies. It offers a
significant platform for organization.
Ansoffs Matrix Strategies:
It is an essential part of hotel to planning a new strategy and acquiring a new concept for
development. These strategies are implementing in market to increasing their profitability and
productivity. Through this strategy, they are established a new business in global market. There
8
Illustration 1: Porter's Generic Strategies

are various type of strategies are helpful for growth such as product development, Ansoff's
Matrix that is helpful for generating a new idea for marketing while with the help of marketing
strategies, The Marriott Hotel west India Quay are focus on their existing work in current market
to increasing their market value and share rate. The objective of cites to represented an existing
service in a new segment. It will increase their services and provide best services to their
customer.
Nykiel's Fourteen Strategy:
there are various type of strategies useful in hospitality industry and hotel as follows:
1. Horizontal Expansion- Marriott Hotel West India Quay is always trying to expanding
their business in all over world. It is a line by line process to provide hospitality services
9
Illustration 2: The Ansoff Matrix
( Source:The Ansoff's Matrix 2016)

while it will promote their services in market. This is starting point of process to establish
their business in other country.
2. Product Hybridization- this will expand their business services in market and it launches
a new product in market. It has to developed new features in existing product in market.
3. Product Re-Branding- This is important strategies when it will add some attributes in
existing product and then launch in market.
4. Global Positioning- It is important for organization to expanding their business in
internally. It will take fund through investment to grow their business branches from one
place to another. There are reason to exploring their market such as Level connected with
risk management.
5. Brand collection- It will take advantage of compare the limited stock that would
purchasing new product that already available in market (Claveria, Monte and Torra,
2015). At that time, there are many types of brands available in market so that it is very
helpful for people to choosing their favourite brand according to their requirement.
6. Singleness- It will develop a single facility and services that would be managing by hotel
management system. They will find out the need of customer and then control the whole
system by owner.
7. Geographic Expansion- it is important when the Marriott hotel will provide the correct
information related their location through geographical. It will use many technologies to
identify the accurate information related to the customer. These are important strategies
are helpful to understand the need of customer and establish their business in all over the
world.
CONCLUSION
As per discussion, it will determine the actual role of marketing strategies in business
operation. In this report, this will consider as emerging marketing helpful for Marriott Hotel
West India Quay. It is the best way to find out different strategies are: Ansoff's Matrix Strategy,
Nykiel's Fourteen Strategy. It will consider as SWOT and PEST analyse the requirement of
business process in efficiently and effectively. This PEST analysis of emerging marketing
planning and these strategies are directly related to hospitality industry. This will identify
different factors affect the business processing such as social, Economic, Logical factor etc.
10

11

REFERENCES
Books and Journals
Armstrong, R. and Matters, R.T., 2017. Modern slavery: risks for the UK hospitality
industry. Progress in Responsible Tourism, p.67.
Bruns-Smith, A., and et.al., 2015. Environmental sustainability in the hospitality industry:
Best practices, guest participation, and customer satisfaction.
Claveria, O., Monte, E. and Torra, S., 2015. A new forecasting approach for the hospitality
industry. International Journal of Contemporary Hospitality Management, 27(7),
pp.1520-1538.
Hine, C., 2017. Transitioning beyond undergraduate hospitality education: a dialogic analysis
of final year hospitality students' narratives of employability (Doctoral dissertation,
University of Plymouth).
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management, 27(3), pp.379-414.
Megeirhi, H.A. and et.al., 2018. Does team psychological capital moderate the relationship
between authentic leadership and negative outcomes: an investigation in the hospitality
industry. Economic Research-Ekonomska Istraživanja, 31(1), pp.927-945.
Narangajavana, Y. and et.al., 2016. Measuring social entrepreneurship and social value with
leakage. Definition, analysis and policies for the hospitality industry. International
Entrepreneurship and Management Journal, 12(3), pp.911-934.
Paraskevas, A. and Brookes, M., 2018. Human trafficking in hotels: an “invisible” threat for a
vulnerable industry. International Journal of Contemporary Hospitality
Management, 30(3), pp.1996-2014.
Phillips, P. and et.al., 2015. The interactive effects of online reviews on the determinants of
Swiss hotel performance: A neural network analysis. Tourism Management, 50, pp.130-
141.
Rahimi, R. and Gunlu, E., 2016. Implementing Customer Relationship Management (CRM) in
hotel industry from organizational culture perspective: Case of a chain hotel in the
UK. International Journal of Contemporary Hospitality Management, 28(1), pp.89-112.
12

Segovia-Pérez, M., and et.al., 2018. Incorporating a gender approach in the hospitality
industry: Female executives’ perceptions. International Journal of Hospitality
Management.
Sheehan, M., Grant, K. and Garavan, T., 2018. Strategic talent management: a macro and
micro analysis of current issues in hospitality and tourism. Worldwide Hospitality and
Tourism Themes, (just-accepted), pp.00-00.
Sipe, L.J. and Testa, M.R., 2018. From satisfied to memorable: An empirical study of service
and experience dimensions on guest outcomes in the hospitality industry. Journal of
Hospitality Marketing & Management, 27(2), pp.178-195.
Tsai, Y.L., Dev, C.S. and Chintagunta, P., 2015. What’s in a brand name? Assessing the impact
of rebranding in the hospitality industry. Journal of Marketing Research, 52(6), pp.865-
878.
Online:
The Ansoff's Matrix 2016, [Online]. Available
through:<https://en.wikipedia.org/wiki/Ansoff_Matrix#/media/File:Ansoff_Matrix.JPG>
Porter's Generic Strategies, 2017[Online]. Available through:
<http://www.studylecturenotes.com/management/michael-porters-generic-strategies>.
13