Organisational Consultancy Report: Marriott Hotel's Strategic Analysis

This consultancy report provides a comprehensive analysis of Marriott Hotel's operations within the hospitality industry. It begins with an executive summary and introduction, outlining the report's scope and analytical approach. The report employs PESTEL and SWOT analyses to evaluate both the macro-environmental factors impacting the hotel and its internal strengths, weaknesses, opportunities, and threats. The main body of the report discusses positive and negative aspects of the hotel's performance, identifies key issues, and proposes solutions, including an action plan and recommendations. The report addresses challenges such as the impact of the COVID-19 pandemic, customer engagement, and technological advancements, while also highlighting the hotel's strengths in providing diverse services and adapting to customer demands. The conclusion emphasizes the importance of continuous monitoring of external factors, strategic planning, and customer-centric approaches to ensure Marriott's future success. The report also includes references to relevant academic sources.

Consultancy report

Executive summary
Hospitality industry is an integrated part of the country. It provides wide number of
services like accommodations, restaurant services, delivery and lodging, fun and entertainment
and many more. Hotel Marriott is one of the renowned and reputed organisations into the
industry. The hotel has entered into world locations (Wong, Ou, and Wilson, 2021). Which
report has present all the positive and negative factor of the hotel which must be undertake
before planning for expansion diversification Innovation and other growth aspect. The report has
outlined many problems and IT solution in order to maintain Hotel reputation in the market.
There are many factors that may impact on hospitality industry as it is the most was and growing
industry among all. The report has identified that the services provided by hotel are most suitable
on different customers and the different preference. The hotels require large changes and use
investment into their operations. Therefore, its growth and consistency is dependent on efficient
operational Management by undertaking all the areas and surroundings. For that instance, the
report significantly outlines all the major elements of pestle analysis that shown all the Macro
environment factors that somehow impact on the Hotel Marriott (Williamson, 2017). Also, in
order to analyse internal strength and weakness of the hotel through which it can identify how
much potential it take to stand in competitive market , fulfil customer demand, undertake
sustainable operations and the list of opportunities that could be undertake for achieving high
growth and success are all carried out with the help of SWOT analysis of Marriott. Basically,
short give four aspects but eventually cover all the positive and negative points’ by reflecting the
challenges and opportunity for the organisation. Into the vast hotel industry and competition
Hotel Marriott facing many issues related with the current situation of covid-19 pandemic the
current situation of covid-19 pandemic, it has been the worst impact on hospitality industry as it
produces the whole economy and consumer purchase power. Hotels play a vital role in
contributing into to the GDP of economy and maintain the demand and supply which are in the
legal terms of government. Due to this pandemic, Hotel Marriott is facing less customer
engagement, employee termination and came to the stage of equilibrium where organisation does
make neither profit nor losses. This is also not contributing into their growth as the expenses are
relatively high to maintain hotel and its services (Wei, Torres, and Hua, 2017). Apart from the
negative impact, the report also emphasis on positive performance of the Marriott which includes

providing isolation rooms, setting wedding venues with proper safety measures, conduct parties
and business meeting effectively. The hotel is working on the Expectations of customers and
their demand for customisation. Also, people are mainly attracted with the standardized services
of Marriott which make it 3 star operations. Apart from this, the hotel presented all the negative
barriers and its solution for future stability. For this hotel organisation, change into seasonal
requirements, technology and new trends are the major concerns on which the hotel could either
create success Or lead to less customer satisfaction. Therefore, customers wants in demands are
must be fulfil for their attention and feedback. Into this digital and social world, feedbacks are
the most required element that shows the effectiveness of the organisation. So that, the Hotel
Marriott need to provide good customer support services and resolve their doubts at early basis
(Webster, Yen,. and Hji-Avgoustis, 2016). These Customer services will reduce complexities
and engage more customers towards the hotel. This report has present one of the issue into their
Customer Service Department where the hotel is not fulfilling all the customer demands and not
approaching to to their preference effectively. Website and hotel booking must be flexible which
do not frustrate the customer and make them shift their demand to other hotel. These are the
main criterion which needs to be lookout at the hotel sector. The websites, customer self service
centre and hotel reception are the main attraction for the customer which impact on their
purchasing behaviour. So that, there are many recommendations put all together into this report
that covers all the areas on in which the Hotel Marriott needs to work on for effective Customer
Management and providing better support services (Yao, Wang, and Guchait, 2019). These all
are in the hands of Hotel employees and staff that must provide good trainings and high class
guidance (Wang, and Xie, 2020). The factors like political, economical and legal are not in the
hands of organisation so that they need to follow all the guidelines of government in order to
create a sustainable business into the market. Fulfilling legal aspects and work on equality and
Diversity cultural factors will create a healthy working environment for employees as well as
maintain a positive image in the eyes of government. At last, the overall Conclusion and
Recommendation of the report put emphasis on managing all the external factors by conducting
proper research at regular level is the best solution for the Hotel Marriott so that they could be
aware about the amendment in two government policies and new customer Trends which they
can built into their Hotel. It has been explain with examples like launching events and parties
with couple free entries, discounted coupon vouchers and special offers for regular customers so

that they feel valued and does not shift their demand too often( Usoro,. and Abiagam, 2018).. All
the measures and policies will help the Marriott to overcome with the negative impact and
prepare for opportunity in order to take future success.

Table of Contents
Executive summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................6
SCOPE AND ANALYSIS..............................................................................................................6
PESTEL analysis.........................................................................................................................7
SWOT analysis:.........................................................................................................................10
MAIN BODY................................................................................................................................11
Positive Aspect of Analysis.......................................................................................................12
Negative Aspect of Analysis.....................................................................................................13
Issues occur in business.............................................................................................................14
Solutions....................................................................................................................................16
Findings and result.........................................................................................................................17
Action plan.................................................................................................................................18
Recommendation.......................................................................................................................21
CONCLUSION..............................................................................................................................22
References......................................................................................................................................24
Books and journals:...................................................................................................................24

INTRODUCTION
The aim of the report is to analyses all the factors and environment that impact on the hospitality
services of Marriott Hotel. This industry is playing a vital role in contributing into economy and
the growth of country. So, any change into environment will consequently impact on hotel
profitability and productivity. The hotels are mainly known for providing accommodations, food
and beverages, party packages and events planning (Uğurlu, 2020). There are number of services
provided with this industry which are growing rapidly into the market. As a management
consultant, the purpose behind presenting this report is to prepare and analyses the whole
operations and management criteria of Hotel Marriott. By doing so, the managers will come out
with problems entitled into their operations and take effective measures for eliminating hurdles
and promote efficiency (Alnawas, and Hemsley-Brown, 2019). This report is going to emphasis
on various problems like pandemic, customer engagement, Customer services and market Trend.
This could be done by applying the best model of internal factors that is SWOT analysis. It
provides all the areas of Hotel potential and the challenges in terms of threats which affect all the
human resource, financial, operations and IT Department. Along with this, pestle analysis is also
a major part of this report through which external factor are going to identify and create an
analysis on their positive and negative impact. This analysis helps in analyzing the trend and
amendments regulating into outside the organization so that they could be understand and take
into consideration before making any strategic policy (Tariq, MYasir,. and Majid, 2020)..
Through the analysis of SWOT and pestle framework the managers will get to know about what
causes their management function and what necessary steps need to be taken in order to make a
better future. Also, the report is going to focus on the impact of these analyses and provide
relevant recommendations an action plan to promote future strategies in order to overcome the
problems (Zhang, Zhang, and Huang, 2019).
SCOPE AND ANALYSIS
Hotel Marriott is come under the biggest hotel and residential property. It was established in
1927 in US. The hotel covered the world wide area and has approx 30 brand under their

operations (Bounatirou, and Lim, 2020). It consists 1420344 rooms in almost 131 countries. It
contains number of franchisees and properties around the world in the form of hotels and resorts.
The problems and positive outcomes occur into operations and Customer Management
department of Marriott mentioned below:
 The hotel is unable to resolve customer doubts and problems regarding hotel booking
availability check in check out and other events.
 Due to pandemic, the hotel could not take bookings due to government restrictions which
affect some of their franchise (Bourke, Izadi, Jand Olya, 2020)
 The hotel has facing difficulty in software integration and website net balance which does
not provide relative information to the customers as the prices shuffle and other
information are not shown relevant.
 Apart from this, the hotel providing facilities for isolation by giving separate rooms to the
patients or their family (Sutrisno, and Jazilah2019).
 The hotel organizing business class meeting and events like marriages, parties, travel and
tourism and other facilities effectively in those areas where the impact of pandemic is
less.
PESTEL analysis
Factors Positive Impact Negative Impact
Political Factors  Promote travel and
tourism operations
(Zhu, Kim,. and
Poulston, 2020).
 Several amendments
into government
policies due to
pandemic crises
(Stylos, and
Zwiegelaar, 2019).
 Fluctuating political
policies and high
terrorism.
Economic Factors  Maintain economic
values and increase
demand and supply
 Unstable economic
conditions.

from consumers
(Chibili, 2019).
 High inflation
Social Factors  Enlarge customer
engagement (Zizka,
2017)..
 Change in market
trends and society
culture.
Technological Factors  Promotes innovation
and fuller utilisation of
digital advancement
(Cho, Lee, Rust, and
Yu, 2018).
 Hurdles in effective
use of websites and
software’s.
Environmental Factors  Create sustainable
business by promoting
eco-friendly
environment.
 Rise in demand as per
seasonal requirements.
Legal Factors  Follow legal obligation
such as equality,
diversity, fair and
honesty.
 Laws for minimum
wage and hours
(Zopiatis,
Theocharous, and
Constanti, 2018).
.
Political Factors:
 Promote travel and tourism operations: with effect of Covid-19 crises, there are many
hurdles faced across Marriott hotel into hospitality operations which includes less
customers arrival, heavy losses, lowers economical stability and many more(Steinbachné
Hajmásy, 2021). So that, political parties provide immense support and promote their
growth by enabling patience into isolation in the hotels so that, their revenue gets
maintained.
 Amendments into government policies: At the initial phase of covid-19, there are
several restrictions and amendment put on hotel operation and complete lockdown has
resulted in shut down their operations. This has created negative impact on hospitality

industry and Marriott Hotel Group (Halmi, 2020). which impact on fulfilling employees
needs and managing their day to day expenses.
 Fluctuating political policies: The political policies and regulations change so
frequently which impact on the whole operations of hotel industry full policies and
regulations change so frequently which impact on the whole operations of hotel industry
(Song, Lee, and Moon, 2019). as a working on large level, the brexit impact heavily on
UK which restrict any e incoming or outgoing from European Union has lead to negative
impact on the profitability of organisation.
Economic Factors:
 Maintain demand and supply: It is one of the positive impact for the hotel industry as
they contribute into maintaining demand and supply by providing opportunities to the
customer through effective marketing Strategies and discounted offers (Sima, 2016). This
result in large customer engagement which increase their power of purchase.
 Competition: Due to similar operations and having number of hotels in UK, competition
is creating negative impact on profitability of Marriott. The other hotel groups like Hilton
Intercontinental hotels, Radisson are giving tough competition in quality and price.
 Unstable economy: The economic crises are rapidly rising due to covid-19 pandemic
( Japaridze, and Gitolendia, 2019). This crisis lead to high inflation rate, restricting
foreign investment and economic disparities create negative impact for Marriott that
eventually lower down the income level of consumers.
Social Factors:
 Enhance customer engagement: Hospitality industry is known for Innovation and
attractive tractor. It influence local and international tourist by providing attractive
accommodation with delicious food and other facilities (Sann, Lai,. and Chen, 2020).
 Changing market trends: Frequent change into friends lead to negative impact for
Marriott. As in modern time, younger generations are more into modern interior and food
serving. This eliminates the essence of culture and traditional aspect that does not attract
aged people. So that this become a challenge for Marriott Hotel to go with the Trend
Technological Factors:
 Digital advancement and innovation: Technological advancement is a necessity for all
the business operations. Hotel Marriott formulating all the digital facilities by giving

online booking General information regarding check in and checkout, customer feedback
on the website (Saltor Clavero,. and Kukushkina, 2019). All have become possible due to
integrated software and technological advancement which created positive impact for
Hotel Marriott. Innovation is the major factor to promote growth which is now being
fulfilling by undertaking creative methods of marketing and generate customer
satisfaction.
Environmental Factors:
 Sustainable business: Creating sustainable business if an opportunity for the hotel
industry (Jones, and Comfort, 2019). Promoting recycle and reuse, using eco friendly
products, promote fuel free travel leads to attract number of tourist and international
travellers by contributing for environment and its future.
 Impact due to seasonal requirements: Hotel industry facing huge impact of seasonal
booking purchase Marriott could increase their revenue in marriages, festive events
whereas, low season leads to less number of tourist (Ruiz-Palomo, León-Gómez, and
García-Lopera, 2020)..
Legal Factors:
 Follow legal regulation: Legal regulations are must to follow which include law for
equality diversity and eliminate cultural differences in to hotel. Marriott promoting all the
laws by treating with their and honesty to their staff and customers.
 Laws for minimum wage and hours. The law for minimum wage and hour is creating
negative impact as the Marriott mainly focus on high revenue rather than cost (Jung, and
Yoon, 2018). This leads to the dissatisfied employees and workers (Rosa, and Hastings,
2016).
SWOT analysis:
Strength Weakness
 Marriott Hotel is known for its high
standard services which creates adapted
brand into market.
 The Marriott Group of hotels has wide
 The Marriott Hotel group lacks into
Digital Services. The organisation
facing problem to assist number of
customers at a time. This becomes a

the number of potential customers
which include mainly foreign
Travellers that contribute high revenue
in their operations (Jung, and Yoon,
2018). Hotel Marriott has maintained
its high class services by not
compromising in quality and quantity.
 The hotel group scattered into
worldwide location and dominating
overall market with their franchise that
is a strength for the company for future
growth and establishment
weakness for their better operations
into the market (Kang, and Hahn,
2017).
 The Marriott of Arden hotel group has
not significantly effective software for
data protection which leads to increase
chances of loss of data and hack.
 The hotel is basically segmenting their
potential customer on the basis of age
an income level which does not support
equality.
Opportunity Threat
 There are wide number of opportunity
in technological advancement for Hotel
Marriott that contribute into their
growth and success (Raimi, 2017)..
 The Hotel Marriott group could
undertake digital transformation as a
best marketing promoter so that it
enables reach to large number of
population.
 Competition is the biggest threat for
hospitality industry so for Marriott also.
Due to heavy competition, it becomes
challenging for the hotel to come up
with best Strategies and policies which
give high profit and market share
(Quinn, and Buzzetto-Hollywood,
2019).
 The threat of global pandemic is also
become challenging and creating hurdle
for it operations. This threat requires
more emphasis on operations and
managing human workforce.
MAIN BODY

Positive Aspect of Analysis
There are various positive aspects which are identified on basis of above analysis. These aspects
help to identify positive thing about Marriott Hotels (Mehrez, 2019). These aspects help business
to overcome of problems and negative things in operation. These positive aspects about
organisation are as follows:
 Loyal customers: Hotel Marriott is particularly a brand name into the market. There are
five star services and quality they are the most attractive aspect about Hotel. These
increase customer loyalties towards organisation which make them stop to shift their
demand (Kim, and Pomirleanu, 2021).
 .The hotel provides special services and gives rebates for the loyal customers who make
them retained and satisfied.
 Global existence: the Hotel Marriott is known for international tourism and more of
international franchise, the hotel is creating a standardized image by having Global
existence which help them to high profitability and lower down the risk of losses. If
operation of one institution is not achieving success, it could be balanced by others
operations to eliminate wastage (Poretti, and Blal, 2020). Due to global existence, the
government and stakeholders are in support of Hotel Marriott which reduces their
uncertainty of endemic to a minimum extent. Therefore, it helps in recognising brand
potential for the customers also and become there priority for taking services of resorts
and Accommodation.
 Market leadership: Hotel Marriott group of chain are being one of the markets
Dominator that influence on the competitors and create large market share. As the
organisation has its establishment among 81 hotels. It shows the highest share into the
Economics of scale which make it a market leader (Kloutsiniotis,. and Mihail, 2020)..
Create impact on competitors and their strategies as the Marriott performing its role by
providing high class services.
 Highly innovation: it is one of the leading aspects that requires into modern time. Hotel
Marriott is fulfilling technological upgradation by providing all the facilities and
assistance into their websites and promotes the hotel through social media platforms
(Peters, and Kallmuenzer, 2018). It innovate the product and events as per customer