Strategic Planning for Hospitality Industry

This report discusses the importance of strategic planning in the hospitality industry, focusing on Marriott hotel in the UK. It analyzes the factors to implement a chosen strategy, researches creative business strategies for future strategy selection, and evaluates different performance metrics. The report highlights the significance of innovative business aspects, choosing the right individuals, appropriate location, loyal customer base, fair market situations, and workforce potential. It also suggests digital marketing, external promotions, community connection, membership rewards, and control over competition as creative business strategies. Additionally, it explores critical success factors, key performance indicators, and balanced scorecards as performance metrics.

STRATEGIC
PLANNING FOR
HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION ..........................................................................................................................3
Critically analyse the most appropriate factors to implement a chosen strategy........................3
Research about creative business strategies for your chosen organisation’s future strategy
selection to be competitive in the hospitality industry................................................................5
Analyse and evaluate the different performance metrics............................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and journals:...................................................................................................................10

INTRODUCTION
Strategic planning is considered to be a systematic planning which shows guidance and
direction to an organisation. Which evaluates the current position of company what are they
doing and its results. This planning includes allocating the resources and utilise it with full
efficient techniques to achieve a business goals and objectives. This report is going to consider
Marriott hotel at UK. These have reach worldwide and covered 665 hotel into different locations.
They provide high standard rooms and luxurious lifestyle to their customers and attractive
facilities to keep a glance at individual lifestyle. In this context, this report is going to critically
analysis the accurate strategies in order to make more competitive into international market, so
that uncertainties would never touch their success(Chan, and Hsu, 2016). Also, it highlight
different performance matrix which enhance or focus on hospitality management and promotes
balance growth of industry and overall sector. These indicators assist the managers and
employee to enhance their performance and reach to higher growth.
MAIN BODY
Critically analyse the most appropriate factors to implement a chosen strategy.
The strategical factors play a key role and requires high attention to be clear and fair in
order to promotes growth for an organisation success and survival. These factors helps an
organisation to work with great efficiency and put their best potential towards expansion and
face challenges. In relation with Marriott hotel, by choosing appropriate strategies they would be
able to face upcoming competition and challenges into the new and existing market also, with
attractive strategy, more number of consumers would be willing to take hotel services. There are
various essential and effective factor which needs to be follow by Marriott hotel to operate
effective franchise with the view to make their name globally. These factors are mentioned
below:
Innovative business aspects: This is a significant factor for an organisation of being innovative
and creative. Those firms which have their unique concept in the market are the market leaders
and give tough competition to other firms(Dadheech, 2016). This leads to enhance their sales and
probability. Marriott hotels need to adapt new concept of rooms, hotel view at appropriate
locations so that they could operate their own franchise and attract the marketers to invest into

them. New ideas and thinking makes an organisation effective from others and attempt
competitive edge.
Choosing the right individual to carry forward the brand: Under this factor, its an important
aspect and also a risky oner. Which creates situation of choosing right individual to execute their
brand with full potential and good knowledge of hospitality sector. So that no firm bas to suffer
loss of their goodwill. Hotel Marriott have their various markets and stakeholders who are ready
to take their franchise. They have to identify the most appropriate and selected skilled employees
which will be put essence of their knowledge into hotel's favour. These franchise distribution
into the hand of employees and other members will create an environment of opportunities and
employment. As these factors are also necessary to take into consideration for better growth.
Appropriate location: Geographical context is an important aspect to look forward for a
company. Through which customer feel more convenient to take their services. This factor put
influence on individuals age, gender, standard of living and infrastructure of the chosen location.
By considering all these factors a company would easily operate their functions as per the need
of the market (Daif, and Elsayed, 2019). In context with, Marriott hotel, they have to first
identify their transportation cost, customers preference, economic condition in order to attain
diversification of their services. Locations of business outlet enhance the chances of more
number of customer retention due to convenient and valuable preference of the buyers.
Loyal customer base: In begging years of company establishment, from starting to the journey
of business, the company has to retain loyal customer happy and satisfied. They must ensure no
existing customer get out of their reach or change their minds. For this, instance, organisation
has to develop trust and retention among customers base via digital connectivity. Which is the
best way to keep customers updated. In context with hotel Marriott, before getting their franchise
expansion they need to promote and keep their customer inform so that they could show interest
and excitement to grab their services and a sense of value towards them through the organisation.
This will effectively help franchise success into other locations by preparing the customers
already.
Fair market situations and power to adapt: To operate new franchise into the market, there is
need of clear market position and essential to adapt that particular market demands. The
employees ensure that they they wok as per the franchisor set rules and targets in order to
achieve the targets of expansion and success (Dwyer, Tomljenović, and Čorak, 2017). There are

various factors that differentiated between one location to another. So that,. In context with
Marriott hotel, they need to formulate effective strategics and investigation process to
acknowledge market position and make use of their power.
Workforce potential: This is the last approach but the most important one in order to expand a
business operation,. Workforce are the individual who are behind the success of an organisation
with their efforts and contribution. In order to that, an organisation must keep them motivated
and provide proper guidance to the exciting team as well as new selected individual. This will
completely change the scenario of markets by their innovative thinking and talent. In context
with Marriott hotel, they engage professional workforce and employees due to high standards.
The main target for them is to make their retention by giving them appreciation and higher
positions Through transfer or compensation (Garg, and Garg, 2019).
Research about creative business strategies for your chosen organisation’s future strategy
selection to be competitive in the hospitality industry
Every business needs pre planed operations and set goals for which the owner decided
ton take risks of profits or losses. Every business has immense amount of risk undoubtedly, but
the question arises to how to overcome with these and make effective growth. For that instance,
strategic plans are vital procedure in order to record present and future outcomes from heir
operations and the need to make changes according to the dynamic market. These plans direct
the path towards success not just in parent country but in other locations also by analysing its
factors properly. In context with Marriott hotel, there are a lot of business strategy that work
effectively and help the organisation to achieve desired goals. This analysis the market trends,
customer demand, sources to reach large buyers and many other factors that need to be evaluate
are mentioned below:
 Digital marketing: This strategy is the most popular and the best one in order to achieve
what it desires, digital media providing opportunities for growth into every sector. Many
business firms are grasping its full use whether in their production, promoting or
marketing. Digital sources help in convey the business goals to the global customers at
the same time (Gupta, 2019). Through which it can operate, Research about creative
business strategies for your chosen organisation’s future strategy selection to be
competitive in the hospitality industry effectively and require minimum cost for its

regulation. Hotel Marriott can use digital sources like their own websites, google ads,
YouTube through which consumers can directly reach to the way they want to go. Also
people will get to know the offers and prices into mobile apps through which no need to
visit the hotel premises.
 External promotions: Apart form the digital sources, companies has to promote their
products and services through TV advertisement, bill boards poster, radio and newspaper
so that the customers which has left unknown from their brands could easily attain the
desired services. Brand awareness is must among general public which will impact on
effective operation of new franchise(Jones, and Wynn, 2019). Because of the fact that
people were already familiar with their services. In context with hotel Marriott, they need
to accept advertising policies mainly in new market where there is none of their outlet has
previously opened. In that geographical areas promotions is the best way to achieve
target of large customer base.
 Connect with community: Under this area, hotels must get well known about their
communities and competition. They not just have to analyse their own structure but
competitors behaviours is also a must element to acknowledge. This will creates low
chances of market exploitation and competition. Hospitality industry indulge large
investors and stakeholders to get sponsorship by way of attend social and committee
events to know about their future policies and ideas, through which they can make
amendment in order to overcome that competition (Kostin, 2018). In context with
Marriott hotel, they have to attain new market segments and connection with existing
customers leads to good response towards their brand and people will get ease to try their
services.
 Membership rewards: In hospitality sector, there are various events and contest held for
managers and executives through which they get rewards for their performance and
contribution. Along with this, there are regular guest and partners which inactively
promote their brand to other public and a flow of mouth publicity regulate into the
market. For which, companies need to aware them with appreciation or some offers and
facilities for their next visit. This will help the others to use more and more service into
their premises. In context with hotel Marriott, they have their large number of follower
globally both digital and virtually which create positive impacts in their services via

feedbacks, people will take it in a serious way and follow them. So that, hotel should
provide them discounts and offers for their reliable efforts and maintaining trust over the
hotel.
 Control competition: monitoring competitions incudes face against future challenges or
present factor that impact on companies growth and existence, control over the
competition and competitor require effective strategy to build up planning to overcome
these crises. A hospitality sector have number of competition into the same market, but
with different services and customer greeting. From hotels , customer expect healthy
cleaning rooms and sanitization, good location and view and delicious food servings at
reasonable prices (Liao, 2020). Though which hotel can attract large customers towards
them by providing these services at one place. In context with Marriott, they are well
known for their five star services, they need to analyse market competition by knowing
their strength and weakness through competitive analysis.
These strategies will prove to be effective for Marriott hotel in London in order to
successfully operate their franchise and make it successful for its expansion and long term
growth.
Analyse and evaluate the different performance metrics
Performance matrix shows a companies overall performance in terms of their quality and
quantity, services also, facility and services into efficient manner. These performance matrix
help the company to formulate strategies in order to enhance performance wherever it required.
These matrix are based on assumptions to develop predetermined criteria for better activity.
Marriott hotel can use these matrix to formulate effective strategy in order to expand these
hospitality services. These are mentioned below:
Critical success factor: This factor put influence on the business factors in order to achieve
business goals and objectives. These factors help in improvise management aspects into the
organisation which focus on the internal and external objects of the company. These factors are
set to be critical because of complex business situation that has to be analyse for better growth
and key elements areas. These include industry factor, environment factor, also strategic and
management factor( Mzembe, Idemudia, and Angel, 2020).
 Industry factor includes acknowledgement of industry competition and shows how
hospitality industries taking lead into the market by accepting new technologies and

market cover with different opinions and and creative thinking. This makes industry
competition at high level.
 Environmental factor consist of environment welfare which include economic, healthy
climate, region, global warming, pollution. which affected by large companies and their
operating techniques that has to be in effective way so that environment would not get
harm. These factors have their influence on business practices.
 Management critical success factor influence on management practices. which is affected
by inefficiency and delay in decision making which asses poor management and less
coordination (Rodríguez-Antón, and Alonso-Almeida, 2020). This success factor is as
necessary as achieving goals and objectives.
 Strategic factor consist of making effective strategies in order to eliminate these above
discussed factor. So that risk would be minimized and quality and quantity would be
enhance, effective strategies leads to effective working and output.
Key performance indicators: Indicators are helpful in checking on performance of an
organisation by revealing wrong decisions and inefficiency within the sector. It helps in
maintaining functional operations, planning and policies and ways to fulfil financial
requirements. These elements mainly focus on to eliminate competition on similar sectors and be
a market leader is the main motive for every companies. In context with hotel Marriott, has
attain many advantages by these performance check and adopting KPI styles which generate
accuracy , influence on goals and objectives. Along with this, other popular hotels and sponsors
are ready to make their sponsorship and conduct franchise of chosen hotels which shows the
success of their five year plans. Which is beneficial for their brand and goodwill also,
eliminating wasteful activities and promotes growth. The chosen hotel has to analyse the market
trend in order to grow their franchise at high level keeping in mind revenue aspects and
probability enhancement. These strategic indicator play role of saviour for hospitality sector
which are willing to diversify their market into different segments.
Balance scorecards: It is a significant tool which encourage performance of the company as
well as the prescribed standards which they are willing to follow. This tool is use by the manager
in order to keep check on staff regularity and working potential. This creates a balance between
what had done and what has to be done to eliminate delays and ineffectiveness context with hotel
Marriott, it is very essential to have proper conversation with each and every members and know

what are they trying to do for making the target achieve (Secchi, Roth, and Verma, 2019). Also it
is must to check on day to day performance so that employees will get actively trained and could
be able to train others. At hotel Marriott, they are more of quality oriented and focus on creating
customer base. So that, this will maintain balance scorecards in an appropriate manner.
CONCLUSION
From the above report on strategic planning, this report has identified the key
components it carries in order to expand and growth for an business whether it is large or small,
it has its universal applicability. This report has put influence on factors of effective factor for its
implementation on companies accountability and [performance. These factors are necessary to
conduct successful franchise for Marriott hotel. Also, it has shown various future strategies of
hospitality industry which would help them in overcome of risk and face competition. Key
indicators and balance scorecards proves saviour for hotels by being involve in effective
management operations.

REFERENCES
Books and journals:
Chan, E.S. and Hsu, C.H., 2016. Environmental management research in hospitality.
International Journal of Contemporary Hospitality Management.
Dadheech, S., 2016. Role Of Social Media To Promote Hospitality Industry In India. 문문문문문문.
18. pp.7-14.
Daif, R. and Elsayed, K., 2019. Viral Marketing Impact on Tourism and Hospitality Industry.
International Journal of Research in Tourism and Hospitality (IJRTH). 5(3). pp.34-41.
Dwyer, L., Tomljenović, R. and Čorak, S., 2017. Evolution of Destination Planning and Strategy.
The Rise Of Tourism In Croatia.
Garg, A. and Garg, J., 2019. Hospitality Interest and Inferred Domains: A Comparative Study
Among Indian and Malaysian Students. International Journal of Hospitality and
Tourism Systems. 12(1). p.34.
Gupta, V., 2019. Talent management dimensions and their relationship with retention of
Generation-Y employees in the hospitality industry. International Journal of
Contemporary Hospitality Management.
Jones, P. and Wynn, M.G., 2019. The circular economy, natural capital and resilience in tourism
and hospitality. International Journal of Contemporary Hospitality Management.
Kostin, K.B., 2018. Assessment of Hospitality Industry Evolution and Development in the
Russian Federation.
Liao, X., 2020. Globalized and localized marketing approach for hospitality industry: case study
of Sands Resorts Macao.
Mzembe, A.N., Idemudia, U. and Angel, M.E., 2020. Sustainability Led Innovations in the
Hospitality Industry: A Case Study of the Adoption of the Green Key Scheme Standards
in the Netherlands. Journal of Cleaner Production, p.125210.
Rodríguez-Antón, J.M. and Alonso-Almeida, M.D.M., 2020. COVID-19 Impacts and Recovery
Strategies: The Case of the Hospitality Industry in Spain. Sustainability. 12(20).
p.8599.
Secchi, E., Roth, A. and Verma, R., 2019. The impact of service improvisation competence on
customer satisfaction: evidence from the hospitality industry. Production and
Operations Management. 28(6). pp.1329-1346.