This report discusses the internal and external factors affecting the operations of the hospitality industry, with a focus on Hilton Hotel. It includes a PESTEL analysis, examining political, economic, social, technological, environmental, and legal factors. The report also presents a SWOT analysis, highlighting the strengths, weaknesses, opportunities, and threats for Hilton Hotel. Additionally, it explores the current and potential trends in the hospitality industry, such as personalized services, technological innovations, and the use of AI.