Strategic Planning for Hospitality Industry

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