Strategic Hospitality Management: Analysis of Wyndham Hotels and Resorts

This report provides a detailed analysis of the mission, stakeholders, PESTLE analysis, and SWOT analysis of Wyndham Hotels and Resorts in the context of strategic hospitality management.

STRATEGIC
HOSPITALITY
MANAGEMENT

ABSTRACT
Abstract:
Strategic assessment includes a detailed analysis of overall aspect of the company before
making investment. Wyndham Hotels and Resorts is one the largest hotel company. It was
founded in 1981 by Trammell Crow. It operates its services around 95 countries including big
cities to small towns (WYNDHAM, 2020). It works in the direction of making the travelling
possible for all. It provides a range of services to its travellers at minimum prices. Its main aim is
to serve its customers at every possible places where they think to go. This report will cover a
detailed analysis of mission of the company as well as well as a detailed analysis of the
stakeholder that how they play important role and what would be their impact over the company.
As stakeholders are those individuals who have interest in the company and can impact and got
affected with the company (Fairhurst and Lusinga, 2020). This report also consist of PESTLE
analysis whereby external forces with reference to the hotel is being identified along with their
impact. Although the factors of PESTLE are not controllable but their analysis will lead to the
mitigation of their impact. Lastly this report will cover the detailed SWOT analysis section that
will identify the potential strength and weakness of the Wyndham. The SWOT analysis is also
supported with the critical and comparative analysis that how Wyndham can utilize and
implement its strength and grab opportunities. Likewise, it is also discussed that how to minimise
weakness and threats. Also a recommendation session is being made at the end of the report
suggesting the measures that I needed to be taken in order to mitigate the impact of PESTLE and
SWOT analysis.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Mission of Wyndham Hotels and Resorts...................................................................................3
Stakeholders.................................................................................................................................4
Stakeholder matrix:......................................................................................................................7
PESTLE analysis of stakeholders................................................................................................8
SWOT analysis..........................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic assessment refers to an assessment in which every aspect of the company is
being analysed before making the final investment. The strategic analysis includes studying and
analysing towards the company's main mission and objectives along with detailed study towards
the shareholders of the company (Hammond-Errey and Ray, 2019). This report will cover a
detailed analysis of mission of the company as well as well as a detailed analysis of the
stakeholder that how they play important role and what would be their impact over the company.
This report will study about the various factors including external as well as internal so that the
investment decision can be made. Mission of the company, stakeholder analysis and strategic
analysis are all those aspects that is being highlighted in this report.
MAIN BODY
Mission of Wyndham Hotels and Resorts
The main mission of Wyndham is to (be present everywhere means to raise its global
presence. As per its mission it wants to be present everywhere and welcome its guest wherever
they go) (Mission & Values, 2020.).
The purpose of the mission:
The main purpose of the mission of Wyndham is to serve its guest at every possible place
where they want to go. In simple words the main purpose of the mission of Wyndham is to raise
and expand its business so that it can cover every possible place across the globe and serve its
guest.
Objective:
 Global appearance.
 Raise the sales percentages.
Stakeholders
These are the group of people who have interest in the activities of the company or
operation of the business of the company (WHAT ARE STAKEHOLDERS?, 2021). It can either

be an individual or a group. Wyndham stakeholder include owners, suppliers, customers,
employees and various other.
Stakeholder Importance Needs and expectation
Owners They are extremely important
because they are the one who
brings the business into reality.
They own the business of
Wyndham and its branches
which is being operating in
different parts.
They are responsible for
directing the business of the
company towards a specific
direction of growth.
It is expected that they will
bring good profit for the
company which will ultimately
leads to raise the share of
dividends and profit
percentages for others.
Employees They are the asset of the
company.
They are responsible for the
actual operation of the
business of the Wyndham.
Without their presence no
operation of the Wyndham
would be executed in physical
form.
They will lead the Wyndham
to the next level of success.
Making of plans and
determining mission will be of
no use until adequate
employees will not be present
and execute the plans into
reality. Thus, it is expected that
they will led the Wyndham
towards the direction of the
achievement of its mission.
Customers Most important stakeholder for
every company including
Wyndham.
Without the support of
They are the one who make the
Wyndham to become a market
leader and win the market
competition.

customers Wyndham will not
being able to accomplish its
objective of raising sales.
Act as a mode that will
determine the actual success of
company.
They are needed for the actual
growth of business.
Suppliers Operation of business of
Wyndham will never be
initiated if there is no adequate
flow of supply of raw material
or finished products from the
supplier's side.
Business may incur heavy loss
in terms of raising cost of
production and operation in
case of non-availability of
good suppliers.
Adequate availability of
suppliers will leads to actual
operation of business.
Helps the Wyndham to
maximize its value of service.
Government Helps the Wyndham to meet
its social responsibilities in
terms of payment of taxes to
government and on return
investment of collected taxes
by government towards the
society.
Helps the hotel to meet the
concept of sustainability
(Martin, 2019).
Without government support
no company or sector would
being able to survive in the
country.
Guides the Wyndham to have a
compliance of laws while
operating regular business.
Creditors Extremely important element
of Wyndham because they
avail the finance and funds to
For the implementation of
plans regarding the expansion
of business creditors are

it.
Lead to the expansion and
running of the business of
Wyndham.
needed.
It is expected that funds will be
available at low credit and
interest so that Wyndham can
arrange fund but at low cost.
Travel agent They bring business for
Wyndham through their wide
contacts.
Raise the sales and profit share
of the Wyndham by bringing
more clients and guests.
Helps the Wyndham to meet
its mission of serving more
customers.
Best source of getting and
attracting guest.
No need to make any
investment in other sources for
attracting guest except
payment of certain fixed
amount to travel agent.
Local society Without the support of local
society no execution of
business will be possible.
Actual pillar for the success of
business in terms of their
support (Fisher, 2018).
Helps the company in
maintaining and building good
image.
Without support of local
society setting of Wyndham in
different location will not be
possible.
Helps the Wyndham to meet its
corporate social
responsibilities.
Trade association Without the support of trade
union and association no
company and hotel can run
their business and move
towards their goal.
Non support of trade
association will lead to non
survival of business of the
Wyndham.
Management Most important element of the
Wyndham because it manages
For implementation and
performance of work

as well as execute the entire
plans and policies.
In the absence of management,
no co-ordination and actual
working of the hotel would be
possible.
management is needed.
Manage the entire working of
the company.
Stakeholder matrix:

PESTLE analysis of stakeholders
As per PESTLE analysis there are six forces that have a major impact over the stakeholders.
According to this analysis:
Political:
It refers to all those changes that is being concerned with political situation of the country
including political changes in the form of changing rules and policies. It also includes changes
that will be bring by political parties or political situation like Brexit in UK. It has a direct
impact over every industry including Wyndham. Likewise, along with impact over the hotel it
has direct impact over the concerned stakeholders too. Along with changes in political factors,
creditors, government, travel agent and various other are being affected. This means that with the
changing rules and regulations the mode of operation regarding these stakeholders would either
got negative or in positive mode. Like due to Brexit lot of imposition are being implemented in
trade so this will direct have impact over Wyndham because it would be difficult for it to get the
supply of raw material or products or to establish contact with suppliers due to restriction in
trade.
Economic forces:
It includes all those changes that is related with current rate of tax, employment rate,
interest rate and various other. In addition of this it also includes those changes that is brought up
with the occurrence of different events like Covid which has raised the prices of everything and
affected every sector. If changes regarding any of its elements occurs then it will bring direct
impact over the stakeholders. This means that if the rate of interest will raise then the funds that
is being availed by creditors will also bear high amount of interest. Similarly, any changes in the
rate of employment including raise in rate will leads then employees will be easily availed by the
Wyndham.
Social changes:
This is most volatile factor of PESTLE analysis. As per changing taste and preferences of
the customers the share of customers will also being changes. A favourable change may brings
more customers towards the hotel but if the changes are in adverse direction like non interest
towards hotels then it may lead to severe loss to Wyndham in terms of loosing major share of

customers. Likewise, it will also help the hotel to bring innovative services for its customers so
that along with raising customer's share the sales of the hotel will also raise (Luomaranta and
Martinsuo, 2019). Thus, it would not be wrong to say that customers not only affects the
Wyndham but it also direct its towards its goal too.
Technological:
It is concerned with changing and up gradation of technology and technological forces.
This factor also have a direct impact over the stakeholders of hotel. It is also be to be noted that
technological changes also includes bringing of changes in the form of introduction of new
technology like machines that will made the cashless transaction possible. As through
implementation of new technology by Wyndham will lead to raising more efficiency in its
business in the form of raising communication with customers or through suppliers.
Legal:
It is concerned with rules and laws of the concerned country. It also includes all those
changes in laws that was being made or have chances of made like due to Covid every law or
rules of the operation of the business by the company got changed. As Wyndham wants that it
can serve its customers at every possible place so it is very essential to analyse this force. This is
again having a direct impact over the working as well as stakeholders of hotel (Perera, 2017).
Since due to different laws in different countries the maintenance of relationship with either
customers as well as employees or government will have a direct impact over the business of the
hotel in terms of making it operations either easy or difficult. If the rules and laws regarding the
performance of trade is liberal then it will benefit the Wyndham in terms of appraising its
business activity.
Environmental:
It includes all the elements that is concerned with environment. Along with raising
awareness among the people regarding eco-friendly products or concerns towards the
environment will have a direct impact over the business of Wyndham and its stakeholders too.
Similarly, one of the biggest change that is concerned with this factor includes Covid. As due to
Covid many changes in the environment occurs. So it is very essential for every sector or
Wyndham to monitor these changes. This could also be understood as if the hotel will be
concerned with use of concept of sustainability then it will automatically attract more customers
towards it that will ultimately raise its business growth.

PESTLE analysis of Wyndham and its impact on stakeholders:
PESTLE Factors affecting stakeholders Stakeholder
Political forces Imposition of restriction make
the availability of raw material
difficult.
Raise lawful compliance of
working of hotel.
Suppliers.
Employers.
Government.
Economic force Availability of credit at high
rate of interest.
Rise in employment rate.
Creditors.
Employers.
Employees.
Social factors Changing taste and preferences
of customers.
Favourable change bring more
customers.
Customers need will be meet.
Customers.
Employers.
Employees.
Technological factor Cashless transaction made
possible with high technology.
Made the communication easy.
Make efficient functioning of
hotel.
Customers.
Employers.
Employees.
Legal forces Regulations regarding Covid
puts a negative impact over the
Wyndham.
Government.
Employer.
Employees.
Environmental factors More attraction of customers
due to following of concept of
sustainability by Wyndham.
IHG green engage system,
Customers.
Employers.
Government.

recycling practices, reduction
of wastages, water
conversation and various other
practices also counted as
important factors concerning
with customers.
SWOT analysis
It refers to the analysis of strength and weakness of the company that could help it in grabbing
the future opportunities and minimize the intensity of threats. Through the application of SWOT
analysis company Wyndham will be able to make an internal analysation of its capabilities along
with its weak points. This analysis also helps it to mitigate the intensity of threats that may arise
in the future (Gürel and Tat, 2017). Likewise, by using the capabilities, Wyndham can also grab
any future opportunities that may arise or have chances to arise.
SWOT Analysis of Wyndham is as follows-
Strengths
Evaluation of Wyndham strengths to achieve
its mission is its:
Strong market presence- This is one of the
strength of Wyndham that it has widespread
market presence.Wyndham has its presence
across several countries in many types and this
becomes strength ofWyndham.
The hotel can use this strength in the form of
better treating the guest along with raising the
customer share.Strong market presence of
Wyndham the hotel also enable it tocater
different types of customer requirement.
However this strength can be effectively
utilised when hotel ensure it has a strong brand
Weaknesses
Evaluation of Wyndham weaknesses to achieve
its mission is its:
Limited brand awareness- This is one of the
weakness of Wyndham that its brand
awareness is limited compared to some
competitors of Wyndham.This is a weakness in
which even though Wyndham is capable of
providing high value to customers, customers
are not aware of its existence.
However, it can be mitigated if the Wyndham
would indulge or incorporate the use of social
media or the digital media in order to make
awareness among the customer regarding the

awareness and customers are aware about its
existence and services.
Effective portfolio of different brands- This
is also one of the strength in which Wyndham
has a portfolio of 20 different brands. This
enables it to cater different customer
requirements and also different brands serves
as varied income stream (Vlados, 2019).
The effective brand portfolio can be used by
the Wyndham in terms of beating the market
competition.However franchise model can
affect this strength because in franchise model
controlling capability of Hotel reduces and
effective portfolio of brand mainly depend on
how franchises manage them.
.
brand.
Franchise model- This is also a weakness for
Wyndham in which it cannot exercise adequate
control on its franchise hotel. This is because
its hotels are individually owned and this is
why control ofWyndham is not possible in that
case.
This weakness can be overcome if the hotel
would adopt some other practice of expansion
including licensing or acquisition.
Opportunities
Evaluation of Wyndham opportunities to
achieve its mission is its:
Promotional efforts- This is an opportunity
for Wyndham in which by increasing its
promotional efforts it can increase and develop
its brand image and brand
awareness.Increasing promotions lead to
increase customers and increased profitability
and growth.
This opportunity would enable the hotel to
raise its brand presence along with raising its
sales percentages.As identify that no brand
awareness is a weakness of hotel and this is
why increase in promotional efforts will
Threats
Evaluation of Wyndham threats to achieve
its mission is:
Increasing competition in hospitality
industry- This is one important threat for
Wyndham because competition in hospitality
industry is increasing and getting intensified
(Martinez, 2017).This threat can be mitigated
by the Wyndham in terms of better enabling
the services among the guest so that it can win
the competition with its quality services.
Increasing compliances- This is also a threat
in which increasing compliances by
government ultimately increases difficulty for
operations of Wyndham.Increasing and

increase brand awareness and attract more
customers towards Wyndham hotel (Gürel and
Tat, 2017).
International expansion- This is one of the
opportunity for Wyndham in which
international expansion is a very good
opportunity for Wyndham.This will increase
awareness of Wyndham and will also
contribute to its growth and
success.International expansion is a very
strong opportunity in which Wyndham hotel
can collaborate with international and highly
reputed brands and this will lead to gain
benefit of their customer base.
changing compliance require to change
functioning and operations within Wyndham.
this require cost and efforts for the
organization. This threat can be converted into
opportunity if the hotel will work as per the
compliances of the laws.
Thus, from the above SWOT analysis it is clear that Wyndham has a good deal of
strength in the form of provider of customised services along with strong distribution network.
Thus, Wyndham can by using these strengths can easily move towards the achievement of its
mission of serving its guest at every possible place. Similarly, these strengths will also help it to
grab the opportunities in the form of expansion of business or coving the entire globe through its
efficient services. Along with the presence of capabilities it has certain weakness also which
includes high dependency over key personnel or using of rented property for operating its
business. It is very essential for Wyndham to minimise its weakness so that it can mitigate future
threats of raising competition. Likewise, along with mitigating threats it can also move a step
closer towards its mission of expansion of business if it will adopt appropriate steps of reducing
its weakness.
Recommendation:
As the Wyndham has strong market presence with effective portfolio so an investment in
the Wyndham by any investor would be recommended because it will not only enable it to have
better return but it will also allow to have greater growth and success. Likewise, in case of

making investment by Wyndham is also recommended because it will also lead to the
development and growth of business.
As there are opportunities of promotional efforts and international expansion so an
investment in the Wyndham by the company would also enable it to have growth and success.
Likewise, if the Wyndham will make investment then it will also benefit its business as well as
other company’s business too. Thus, in both the situation and investment is highly
recommended.
Thus in short, as per the analysis of SWOT it would be recommended that if Wyndham
will work in the direction of reducing its weakness or minimising threats by utilizing its strength
in the form of efficient human resource delivery of customised services it can in addition of
meeting market competition it can win the competition and become the key player. Appropriate
use of strength and availing opportunities in the form of using of promotion strategies or
formation of collaboration with other brands will lead the Wyndham towards the achievement of
its mission too.
CONCLUSION
From the above report it is understood that company's mission and objectives plays an important
role in determining the investment decision by investors. A study of stakeholders in the concept
of PESTLE analysis also helps the company to determine what are the external forces in the
concept of stakeholders and what will be the impact. In addition, of this it is also understood that
how SWOT analysis will help in strategic decisions and analysation of capabilities and loopholes
regarding Wyndham.

REFERENCES
Books and journals
Fairhurst, K.J. and Lusinga, D.D., 2020. Role of stakeholders in business rescue. South African
Journal of Business Management. 51(1). pp.1-11.
Fisher, N.I., 2018. Stakeholder value as an organizing principle for strategic planning. Journal of
Creating Value.4(1). pp.168-177.
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International
Social Research. 10(51).
Hammond-Errey, M. and Ray, K., 2019. A new methodology for strategic assessment of
transnational threats. Police Practice and Research, pp.1-17.
Luomaranta, T. and Martinsuo, M., 2019. Stakeholders’ involvement in additive manufacturing
innovations. European Operations Management Association Conference.
Martinez, B., 2017. A SWOT analysis on Millennials in the workplace: Increasing manager
success with Millennial employees in the hotel industry (Doctoral dissertation,
California State Polytechnic University, Pomona).
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.
Online references
Martin, M., 2019. Role & Activities of Stakeholders. [Online]. Available through
<https://smallbusiness.chron.com/role-activities-stakeholders-31182.html>
Mission & Values., 2020. [Online]. Available through
<https://corporate.wyndhamhotels.com/about-us/mission-vision-values/>
WHAT ARE STAKEHOLDERS?., 2021. [Online]. Available through <https://asq.org/quality-
resources/stakeholders>
. [Online]. Available through <https://corporate.wyndhamhotels.com/news-brands/wyndham-
hotels-and-resorts/#:~:text=Wyndham%20Hotels%20%26%20Resorts%20(NYSE
%3A,95%20countries%20on%20six%20continents. >
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