International Hospitality Management Assessment

INTERNATIONAL
HOSPITALITY
MANAGEMENT
ASSESSMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of hospitality(tourism).......................................................................................3
Background of IHG................................................................................................................3
SWOT analysis to IHG...........................................................................................................4
Background of emerging markets..........................................................................................6
PESTEL analysis of intercontinental hotel group..................................................................7
Porters generic strategies, Ansoff's matrix and Nykiel's fourteen hotel strategic growth....10
Justification of strategy ........................................................................................................11
Practical strategy of strategy after 5 and 10 year.................................................................12
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13
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INTRODUCTION
The hospitality management this is demonstrated as globally well recognized industries
which is continuously growing, this process involves the administrative different tasks of a resort
and hotel. The loading mangers they assure that guests on business travel or group of individuals
coming on vacations they all should have pleasant experience at motel , or at different types of
establishment with the accommodation, and hotels and this process is followed according to the
labour and bureau statistics. In context to intercontinental hotel their managers assures that their
hotel is welcoming and warm so number of guests could feels that they're at home (Murphy, and
et.al 2018.)
MAIN BODY
Background of hospitality(tourism)
The hospitality industry this began in 15,000 BCE with the lascaux caves in France, this
was developed to accommodate other members of the tribes. The hospitality industry this a
recognized industry and it was formed in the 1950s or 1960s while structure was formed in
proper manner (Busser and et.al 2019) The number of travellers they always prefer hospitable
places for the purpose of relaxing, and being away from obstacles or hustle and bustle busy
schedule of everyday routine. During the middle ages in japan there was two hotels which are in
history such as (guest house known as ryokans) these were probably built in the early 700.
Hospitality this is nearly known as old as humanity. Tourism this is defined as economic,social,
and culture phenomenon which requires movement of group of individuals to different countries
or moving from one place to another or places outside for the personal and professional business
purposes. These group of peoples they are known as visitors which might be tourist or non-
residents. The word hospitality this comes from Latin word called hospes, this word is referred to
the guest or host and a visitor.
Background of IHG
The intercontinental hotels were founded in 15th April 2003. The intercontinental hotels
group plc or their resorts they are informally British multinational hospitality company and their
headquartered is in England in Denham Buckinghamshire (Poretti and Blal, 2020). The
intercontinental group of hotels they have about 889,582 guest rooms and over 5,900 hotels
across the 100 countries. The IHG they have their own brands which includes regent hotels,
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intercontinental hotels, kimpton resorts and hotels ans six senses hotels, hotel indigo, crowne
plaza, holiday in express and stay bridge suites. The mentioned list stock exchange in London
and its constituent is the FTSE index. The origin of this business was nearly traced in 1777,
while William bass found the bass brewery in Burton -upon -Trent. During the 1875 they had red
triangle logo this was the first trademark which was registered in the united kingdom. Later on
the company however changed its name in the 1969, the term bass charring ton was quite
familiar and known at that time , and launched the crest hotel chain as well as they marked first
entry in lodging sectors. In 1988 the government of British limited the number of pubs which
could be directly own by the brewers and this was resulted into investing in the expansion of the
hotel business (Seo and Soh, 2019).
SWOT analysis to IHG
SWOT analysis this defines strategic planning tool which are used by the intercontinental
hotels or by group of their manger in order to perform situational analysis of an organization.
This is a technique which evaluates the strength, opportunities, weakness , and threats of
organization or IHG groups. Intercontinental hotels this is leading organization and they
maintains their better position in the market by analysing in a careful manner as well as
reviewing SWOT analysis. SWOT analysis this process requires coordination between several
departments along with the firm which involves management information systems, operations,
marketing finance and along with this strategic planning.
Strengths of IHG
Intercontinental group of hotels they are barely leading
organization in an industries therefore they have number of
strengths which enable them to thrive in the market. All
these strengths not only helps in protecting exist markets
or else protecting market share ( Baral, and et.al Vacik,
2018)
Wide geographical presence focusing on priority
markets- The hospitality groups of inter continental hotels
are presence in 100 countries with 766,837.They have
89% of pipeline rooms and 87% total rooms which are in
priority of markets which are located in Canada,India,
Weaknesses
Weak intercontinental security
There are 1,200 intercontinental
hotels which were infected with the
credit card stealing of malware as
well as guest information includes
card number, cardholder name,
internal verification code all those
informations were also stolen.
Rewards club – There are loyalty
programs which are provided by
the intercontinental groups of hotel
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