Strategic Tourism Management: Opportunities and Challenges in the Accommodation Sector

Strategic tourism
management

EXECUTIVE SUMMARY
This report is based on accommodation service provides and number of challenges as
well as opportunities that are present in industry which contribute toward awarding an
organisation with competitive advantage. For present this report a study over Marriott
International hotel taken into consideration which maintain a chain of hotels and resort in order
to offer accommodation ad leisure related services. The main emphasis of this has been on
opportunities and challenges present ion industry in term of mega trends, operations and
management. The major challenge faced by Marriott hotel is changing technological demand as
well as increasing competition at marketplace. Hence, it is recommended that it must focuses
toward consistently performing market research as well as arrange training sessions for
employees to remain align with changes get anticipated in marketplace so that it become able to
achieve competitive advantage.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Introduction to sub-sector and company.....................................................................................4
Strategic analysis that affects the functions and operations of company....................................5
Critically analyse of mega trends, operational and management challenges and opportunities. 6
Addressing of mega trend...........................................................................................................8
Recommendation.......................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11
.......................................................................................................................................................11

INTRODUCTION
Tourism comprises of activities where people travel and stay at locations other than their
place of dwelling for various purposes like business, leisure, educational tours, recreation etc.
which helps in enhancing their experience and can also help in expanding their businesses. This
industry has been ever increasing and also contributions towards generating economy for the
country by attracting travellers from various locations (Abrate and Viglia, 2016). This also helps
in generating employment opportunities which increases the standard of living of people of that
country. This includes various other sub-sectors like accommodation, transportation, food and
beverages etc. In this report accommodation which is one of the fastest growing sub-sector of
tourism is being discussed by taking Marriott International hotels which is the world's largest
hotel chains and renowned for providing luxurious hospitality services to its customers. Under
this report the strategic management of accommodation sub-sector will be discussed which will
help in managing the hotel services so that it can grow sustainably in the competitive market and
can continue to enhance customer experience through managing its strategies.
MAIN BODY
Introduction to sub-sector and company
Tourism is related to travelling to places out of the residence place of a person which can
be either for the purpose of pleasure, business, educational trip, recreation etc. Tourism industry
is divided into eight different sub-sectors which help in enhancing the experience of people
travelling to different places and includes accommodation, adventure tourism and recreation,
attractions, transportation, food and beverages etc. Accommodation is one of the largest and
fastest growing sectors of tourism industry which helps the travellers to acquire a lodging facility
for a short period of time so that they can stay in a safe and secure place and can enjoy the basic
facilities of being at home. Marriott International is an American multinational company which
deals in providing hospitality facility to the travellers and is the third largest hotel chains in the
world (Elbanna, 2016). The hotel chain has about 1,332,826 rooms all across its branches in the
world which provides luxurious facilities of hotel rooms and other ancillary services like spa,
gym, swimming pools etc. which enhances the experience of travellers and increase their
comfort and leisure. Marriott hotel uses advanced technology so that the customer experience
can be enhanced like use of online application so that bookings can be made by customers, use of