Contemporary Hospitality Industry: A Deep Dive into Accor Hotels

This report provides a comprehensive analysis of Accor Hotels within the contemporary hospitality industry. It begins with an introduction to the hospitality sector and its focus on customer service. The core of the report includes a PESTLE analysis, examining the political, economic, social, technological, environmental, and legal factors affecting Accor. A SWOT analysis is then presented, evaluating the company's strengths, weaknesses, opportunities, and threats. The report further explores current trends in the hospitality industry, such as sustainability, changing customer lifestyles, the digital revolution, and emerging markets. The conclusion summarizes the key findings, emphasizing the importance of adapting to industry trends and the skills required for success. The report references several academic sources to support its analysis.

The Contemporary
Hospitality Industry

Table of Content
 Introduction
 PESTLE analysis of Accor
 SWOT analysis of Marriott Accor
 Comprehensibility of the current trends within the confines of hospitality sector
 Conclusion
 References

Introduction
Hospitality industry is one of the emerging and fastest growing sector across the world and its
main objective is to provide quality service to customers in an appropriate manner. This sector
involves areas such as travel and tourism, food and beverages, accommodation and
entertainment as well. For the presentation, Accor Hotels is taken into consideration. It is a
French multinational hotel and it operates in more than 100 countries. The organisation was
founded in the year 1960 by Paul Dubrule and Geraard Pellison. It has more than 2,80,000
employees and is performing globally.

PESTLE analysis of Accor
PESTLE analysis is considered as a framework, which help an entity to gain insight about
impact of external factors on business performance and activities as well. In relation to Accor
hotels, its higher authorities make use of PESTLE analysis as it help them to develop effective
strategies deal with situations in an effective manner. The factors consist on this framework is
given below in context to Accor:
 Political factor: It consist of policies, regulations, political stability, fiscal policy and so
on.

Cont.…
 Economical factor: It is determine that economic factors has direct influence on business
and consist of factors such as exchange rate, growth rate, buying power, income level pf
people prevailing in country. It is identified that hospitality sector contributes a major part
in development and growth of economy.
 Social factor: It is important for an entity to produce goods and services as per taste and
preferences of people prevailing in society.

Cont.…
 Technological factor: It is determine that Accor hotels make use of innovative technology
that help in providing quality and on-time service to its customers.
 Environmental factor: Nowadays, people are more focused towards protection of
environment and prefer to use those services that does not harm environment. In context to
Accor hotels, it make use of eco-friendly services along with packaging that help in
developing positive mind set of people towards its brand.

Cont.…
 Legal factor: It is essential for company to follow all the laws associated with it so that
activities is implemented in an effective manner. It include laws such data protection act,
employment law, intellectual property rights and many more. In context to Accor hotels, it
follow all the rules and legislation developed by government in order to avoid
interferences and execute activities properly.

SWOT analysis of Accor
Accor hotels is one of the largest chain of hotels globally and provide quality service to customers and
is the main reason of its success at marketplace. In order to gain insight about internal performance
and capabilities, the managers of Accor adopt SWOT analysis. It is a tool that help an entity to
identify its strength and weakness along with opportunities and threats so that effective strategies is
developed and improvement take place. The SWOT analysis of Accor hotels is given below:
Strength:
 Market presence
 Effective and talented employees.

Cont.…
Weaknesses:
 Overemphasis on service standards
Opportunity:
 Expansion of operations
Threat:
 Competitors
 Market conditions

Comprehensibility of the current trends
within the confines of hospitality sector
In hospitality sector, there are various emerging and current trends, which has direct influence
on activities and performance as well. In relation to Accor hotels, it is important for
organisation to consider all the current trends in order to gain success and implement functions
in an effective manner. The current trends in hospitality industry is given below:
 Sustainability & ethical considerations
 Changing customer lifestyle trends
 Influence of digital revolution
 Emerging market & brand development

Conclusion
From the above discussion, it has been concluded that hospitality sector is one of the growing
and emerging sector that focuses on fulfilling customer requirements in an effective manner.
One of the main objective of hospitality industry is to provide on time and quality service to
customer and turn them as loyal customer. There are various skills required in order to work in
such area that is effective communication and interaction skills, time management, conflict
management and many more.

References
 Ivanov, S. H., 2019. Ultimate transformation: How will automation technologies disrupt
the travel, tourism and hospitality industries?. Zeitschrift für Tourismuswissenschaft. 11(1).
 Majid, A., Yasir, M., Yousaf, Z. and Qudratullah, H., 2019. Role of network capability,
structural flexibility and management commitment in defining strategic performance in
hospitality industry. International Journal of Contemporary Hospitality Management.
 Pham, N. T., Tučková, Z. and Jabbour, C. J. C., 2019. Greening the hospitality industry:
How do green human resource management practices influence organizational citizenship
behavior in hotels? A mixed-methods study. Tourism Management. 72. pp.386-399.