Macro and Micro Analysis of Hotel Marriott: PESTLE and Porter's 5 Forces Model

Marketing
Management

MACRO ANALYSIS
•PESTLE Analysis of Hotel Marriott
•Political: Change in government has a greater impact on Marriott hotel as new
government will impose new regulations and thus, Marriott has to change its policies
accordingly. Further, political conflicts create disturbance in the working of hotel.
•Economical: Recession has its major effect on the hotel sector because it indicates
that fewer customers have disposable income and staying in hotel for leisure is
becoming less popular. Fluctuation in exchange rate is imposing threats because
people restrain themselves to visit those countries with higher exchange rates.
•Social: It is known that people from diverse culture are traveling to UK and other
countries. In coming years, diverse cultural people will travel and expect that similar
environment related to their home country will be provided to them by the service
providers of host country. Thus, Hotel Marriott has to take extra care for this purpose. It
has to employ diverse cultural personnel to match with the future trends.

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•Technological: Technological changes have provided greater
opportunities to customers and hotel management as well. Hotel has to
become technologically driven such as complete automation so that
customers do not have to depend on hotel staff. To meet out the needs of
customers, hotel management has to bring necessary changes.
•Legal: It is known that Marriott hotel has been expanded its business in
the international market and has to obey the laws of all the countries
where it operates. Thus, changes in laws and other international legal
rules have a greater impact on the working of hotel. Recent changes in
health and safety inspection have created interference in the HR policies
and practices of hotel.
•Environmental: Increment in fuel cost has reduced the number of
travelers which is impacting the business of Hotel Marriott. Further, global
warming can affect the ski resorts and some beach resorts because it will
become too hot for comfort.