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. It also includes recommendations to mitigate the impact of external forces.

STRATEGIC
HOSPITALITY
MANAGEMENT

Abstract:
Strategic assessment includes a detailed analysis of overall aspect of the company before
making investment. 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 also consist of PESTLE analysis whereby
external forces with reference to the hotel is being identified along with their impact. Lastly this
report will cover the detailed SWOT analysis section that will identify the potential strength and
weakness of the Wyndham. 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
Abstract:.......................................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Mission of Wyndham Hotels and Resorts...................................................................................4
Stakeholders.................................................................................................................................4
Stakeholder matrix:......................................................................................................................7
PESTLE analysis of stakeholders................................................................................................8
SWOT analysis..........................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
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.
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 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 They are the one who make the

every company including
Wyndham.
Without the support of
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.
Wyndham to become a market
leader and win the market
competition.
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
it.
Lead to the expansion and
running of the business of
Wyndham.
For the implementation of
plans regarding the expansion
of business creditors are
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
Non support of trade
association will lead to non
survival of business of the
Wyndham.

towards their goal.
Management Most important element of the
Wyndham because it manages
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.
For implementation and
performance of work
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.
Customers.
Employers.

Favourable change bring more
customers.
Customers need will be meet.
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,
recycling practices, reduction
of wastages, water
conversation and various other
practices also counted as
important factors concerning
with customers.
Customers.
Employers.
Government.
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 of Wyndham.
The hotel can use this strength in the form of
better treating the guest along with raising the
customer share.
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.
Customised customer experience- This is
also a strength of Wyndham that they are able
to provide customised customer experience in
which customers are provided with specific
services that are developed for them.
Since it deals in customized services so
through this practice it can better serve the
customer and raise its goodwill.
Strong distribution strategy- This is also a
strength of Wyndham in which it has different
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
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 of Wyndham 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.
High cost of operations- This is also a
weakness of Wyndham that it’s operating cost
of very high. This affects overall profitability
of the company. Along with this, increased
operational cost also increased prices that are
charged from guests at Wyndham.

places from where services of Wyndham can
be booked. This enables customers to easily
access and book services of Wyndham from
different sources.
Centralised and integrated information
system- In this strength information system is
centralised enabling easy access to required
information. It also enables Wyndham to
access control over information of the hotel.
This can be overcome if the hotel would adopt
practice of recycling or reusing or efficient
using of resources so that the operation cost
would be reduced without having an impact
over the quality of services.
Dependency on key personnel- Wyndham has
internal information system and because of it
company is significant dependency on its key
personnel. This is weakness in which access to
information can only be availed when these
personnel are available.
This weakness can only be reduced if the hotel
would adopt the practice of being
independency and operate its operation
independently.
Rented property- This is a weakness of
Wyndham that significant portion of company
is rented rather than purchased which increases
overall cost of Wyndham. This increases
overall cost of Wyndham and this also make
hotels unstable and Wyndham might require to
change location, because they are not owned
properties.
As the rent system increase the cost of
operation so this weakness can be reduced or
overcome if the hotel would either adopt the
practice of raising sale so that the cost will be
minimized or the adoption of practice of self-
owing of property.
Opportunities
Evaluation of Wyndham opportunities to
Threats
Evaluation of Wyndham threats to achieve

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.
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,
Collaboration with other brands- This is an
opportunity in which collaboration with well-
known brands will increase recognition and
awareness of Wyndham.
This opportunity would enable the hotel to
make expansion of the business along with
enabling good profit shares.
Cross industry partnership- This is also a
opportunity for Wyndham. In this organisation
from more than one industry collaborate for
mutual benefit and Wyndham can get benefit
from this.
This will raise the opportunity for the hotel in
terms of raising its brand awareness in cross
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
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.
Recession and economic slow-down- This is
also a threat for Wyndham. This is because it
operates in hospitality industry and economic
condition plays very important role in its
success.
This threat can be mitigated by better serving
the guest along with reducing or minimising
the cost of operations.
Image of Franchise- This means that success
of Wyndham significantly depends on image of
the franchise and negative image of franchise
can affect success of Wyndham.

countries.
Creating value through data obtained from
customers- This is an opportunity for
Wyndham in which it can be benefited by
using customers data in right form and for
promotion.
This will enable an opportunity to hotel in
terms of better serving the guest and raising
their experience so that ultimately the hotel
will achieve its goal of raising high profits.
Low brand recognition is a major threat and
challenge for Wyndham.
This threat can be converted into opportunities
by performing best in terms of serving or
running its business operation.
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 per the analysis of its stakeholders it would be recommended that a close monitoring
over the employees and human resource will lead the hotel towards the achievement of its
objective. Since its objective is to raise sales along with achievement of growth at global level so
a careful co-ordination and maintenance of relationship with stakeholders can help it to meet its
objective.
According to PESTLE analysis it would be recommended that a careful and continuous
analysis of all the forces of PESTLE will help the Wyndham to meet the forces along with

raising its performance level and efficiency. Since these forces have strong and uncontrollable
impact over the business of the hotel but a continuous watch over these forces along with
inculcation of required changes will help the hotel in the accomplishment of its objective.
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
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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