International Hospitality Management: A Case Study of Crowne Plaza Hotel

TLH 314

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of selected organization...............................................................................................3
SWOT analysis of the company..................................................................................................3
Background of Emerging Market................................................................................................5
PEST Analysis.............................................................................................................................5
Strategic Models & Framework within emerging market ..........................................................7
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13
Appendix:.......................................................................................................................................15

INTRODUCTION
International Hospitality Management is the process of managing services in the
organizations. It is the kind of umbrella which includes 6 different operations such as lodging,
food services, travel, tourism, sports and environment. Every organization need to manager their
operational activities in order to maximise the efficiency as well as effectiveness (Baldigara and
Mamula, 2015). Hospitality management include the administration work where managers of
hotels need to manage all the activities which make them able to manage their guest.
International Hospitality Management focus on contemporary issues which affect the revenue of
the hotels. This report based on Crowne Plaza Hotel which is based in UK. This hotel founded in
1983 and its parent company is Intercontinental Hotels. This project report cover various topics
such as SWOT analysis of the hotels, PEST analysis of emerging market where they seek to
enter to expansion of their operations. Along with this, they need to adopt any strategy for the
growth and ensure that Crowne Plaza Hotel implement in well manner to achieve their goals &
objectives or maximise their market share.
MAIN BODY
Overview of selected organization
Crowne Plaza Hotel is the multinational hotel chain which offer various services to their
clients and its headquarter situated in United Kingdom. It is the subsidiary of InterContinental
Hotels Group which include the various hotels & resorts such as Holiday Inn and they operated
in the around 100 countries. There are more than 3600 hotels which have 118000 rooms which
mostly located in the city areas or near by airports. Currently Crowne Plaza represent the 410
hotels in the 52 countries with 112317 rooms. They also expanding around 81 hotels in the new
market with the help of previous experience.
SWOT analysis of the company
Swot analysis is the framework which implemented by the organizations in order to
identify the internal as well as external factors which affect the business in terms of productivity
as well as profitability (Brown, Arendt and Bosselman, 2014). In context of Crowne Plaza Hotel,
management use this tool to measure their strength, weakness, opportunities and threats. Along
with this, they analyse that which factors positively as well as negatively impact the business. So
they need to formulate their strategies accordingly. At the time of decision making process they

need to evaluate these factors and perform accordingly. It is also used for comparative analysis
which discussed below:
Strengths Weaknesses
 Crowne Plaza Hotel follow the Assets
Light Business Model (ALBM) which
make them able to open their franchise
in US where they reduce their 8 owned
hotels globally (Deery and Jago, 2015).
It make hotel assets free or cash
generating business where they
returned around £ 5.9 billion to
shareholders since 2004.
 Wide geographical present maximise
their overall market share and it has
hotels in 410 location in the 52
countries.
 Crowne Plaza focus on customer
experience and try to build strong
relationship with them.
 Crowne Plaza is fully digital brand of
InterContinental Hotel Group (IHG).
Mobile application of IHG get the $ 1.3
billion reverence.
 Because of huge competition in the
hospitality sector, Crowne Plaza shifted
to the 3rd position in worldwide. So they
need to formulate competitive strategy
in order to maximise revenue of the
company.
 Due to poor information system, hotel
reduces their market place which
impact their overall revenue or market
image as well. So management of
Crowne Plaza need to focus on their
security system which include the
client's information that need to be
secure.
 Crowne Plaza provide the luxury hotel
rooms which is suitable for high class
people because middle class person
unable to afford (Gannon, Roper and
Doherty, 2015). So they prefer another
hotels for the basic services.
Opportunities Threats
 Company have opportunity to enter into
fragmented market where they provide
the accommodation facilities to the
distributors. Crowne Plaza can offer the
lodging facility that is great opportunity
for them to maximise their revenue.
 Hospitality industry gets the rapid
growth so more marketers enter in this
filed which share the economic profit
of the Crowne Plaza which become a
threat for the company.
 Due to some unexpected events, hotels