Analysis of Royal Crescent Hotel in Contemporary Hospitality Industry

This report provides a comprehensive analysis of the Royal Crescent Hotel within the contemporary hospitality industry. It begins with an introduction to the business and then delves into the PESTLE factors impacting the hotel's development, including political, economic, social, technological, legal, and environmental aspects. A SWOT analysis is presented to identify the hotel's strengths, weaknesses, opportunities, and threats. The report explores the impact of external factors on the hotel's development and examines present and potential trends, such as social media engagement and artificial intelligence. It assesses the hotel's capability to adapt to these trends and discusses the implications of external aspects on political and current trends. The report concludes with a summary of the key findings and provides references to support the analysis.

Contemporary Hospitality
Industry

Table of contents
■ Introduction
■ PESTLE factors that affects development of hotel
■ SWOT analysis of hotel
■ Impact of external factors on development of hotel
■ Implication of present and political trends
■ Capability to develop products to meet trends
■ Impact of external aspects on political and present trends in development
■ Conclusion
■ References

Introduction
Business is larger as well as wider that it involves
various kinds of companies such as small, medium
as well as large companies. As main objective of
this report is to provide an understanding of
relevance of contemporary business surroundings in
hospitality sector. This presentation is based on
contemporary hospitality industry of The royal
crescent hotel that provides luxurious environment
by having five star services to customers in terms of
Hotel as well as spa in bath.

PESTLE factors that affects development of hotel
It essential for hospitality sector
to carry out external
environment analysis so that
their strategies could be carried
according to that. As PESTLE
analysis of Royal crescent hotel
is as follows:

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Political factors:
It is considered to be a framework that
consists on focusing of various laws for having
a political stability of Hotel as Hotel should
have a political stability due to carrying out
impact of Brexit which is becoming very
competitive in terms of expanding their
operations in different sectors of Asia.

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Economic factors:
This factors generally involves various trade
policies in terms of inflation as well as depression
rate along with because of pandemic situation of
covid-19 there are various high flexible rates for
high tax amount of economy of UK which impact on
creating up business practices in other parts of
world.

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Social factors:
This factor is considered to be social
components of hospitality sector that analysis
behaviour, attitudes along with tastes and
preferences of customers so it is necessary for
Royal Crescent Hotel to determine requirements
as well as demands of customers in order to
meet their social trends for sustaining in market.

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Technological factors:
As technology is considered to be an effective
software for creating up services. Royal crescent
Hotel is using various technological advancement in
their services by providing and using artificial
intelligence in terms of providing the customers
effective services and using various unique
management system so that they could be able to
prevent privacy of their customers and stay of their

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Legal factors:
These factors comprise of various rules as well as
regulations that are imposed by government in order to expand
their practices in different countries so in order to expand
business practices in Asia Royal Crescent Hotel has to follow
various rules and regulations along with various legislations that
are to be provided by their government in order to sustain their
market share in a long-term by providing out their services along
with bridges products with the effective stay of customers.

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Environmental factors:
This factor consists of various environment
related aspects which involves waste management along
with using of resources in hotel with the smart move. As
Royal Crescent Hotel is using various waste management
along with having a green revolution motive for
providing the customers and healthy environment by
having their optimum use of resources in terms
decreasing amount of waste in their food and beverages.

SWOT analysis of hotel
SWOT analysis of Royal Crescent Hotel is as follows:

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Strengths:
As Royal Crescent Hotel is
having a strength of their global
presence in United Kingdom along
with they are operating their
business with higher efficiency in
terms of providing luxurious
experience to their customers in
terms of spa and stay facility.

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Weaknesses:
As Royal crescent hotel is having a
weakness of carrying out their business
practices because of ongoing covid-19
pandemic which is seems to be difficult for
hotel in terms of engaging with customers
in order to increase their sales revenue.

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Opportunities:
Royal crescent Hotel is having and higher
opportunity to enter and expand their business
practices into Asia by developing their practices in
order to increase their revenues in terms of
franchising as well as licensing for providing
luxurious services to their customers in Asian
markets.

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Threats:
As Hotel is having a threat
because of intense competition as Royal
Crescent Hotel is facing effective rivalry
against their competitors so that its
operations are affected in order to sustain
their practices in hospitality market.

Impact of external factors on development of hotel
As external factors create a wider impact on development of hotel in wider terms. As
impact of external aspects on development of Royal crescent hotel is as follows:
■ Business practices are affecting with higher competition.
■ There is a constant change in in taste and preferences of customers in terms of their stay.
■ There is different technological advancement which are used by competition for providing
an effective stay for customers.
■ There are various legislation as well as rules of different countries along with expanding
their business practices in Asian markets.

Implication of present and political trends
Present trends
Social media as well as engagement: As
hotels uses various social media for engaging
with customers in terms of building a wide reach
of customers as using of social media for the
Royal Crescent Hotel it is beneficial for them to
increase their sales in terms of their user book
hotel room by providing them online services
through their website.

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Potential trends
Implementation of artificial
intelligence: As it focuses on having a potential
trend for using up artificial intelligence
technology in hospitality business of royal
crescent hotel so that they will be able to
deliver effective services to their customers in
order to satisfy their needs.

Capability to develop products to meet trends
Capabilities of Royal Crescent Hotel: As capability of Hotel is carrying out a
wide range of employees with having various culture along with different
religion that could help them in order to understand customers as well as
requirements of guest in terms of various languages for building up their
connections.

Impact of external aspects on political
and present trends in development
Impact on potential trends
Implementation of artificial intelligence in
technological aspect: As this external factor creates
a wide impact on potential trend by implementing
technological mode of artificial intelligence in order
to develop their business practices for responding
queries of customers in terms of providing them
effective services.

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Impact on present trends
Engagement in social media as social
factors: As this external factor creates impact on
present trends by using of social media in order to
build a wide reach of customers for dealing with
covid-19 situation for increasing their sales
revenues through promoting their hotel through
advertising on various social media sites.

Conclusion
It has been concluded from above presentation that there are various
frameworks in terms of current as well as potential trends along with they are
having an impact on hospitality sector that are being analysed through
carrying out various analysis such as PESTLE and SWOT analysis for having
a detailed understanding about changed requirements as well as demands of
customers in order to fulfil them with their strategies for sustaining and
development of their hospitality business in order to make profits.

References
■ Abrate, G., Quinton, S. and Pera, R., 2021. The relationship between
price paid and hotel review ratings: Expectancy-disconfirmation or
placebo effect?. Tourism Management .85. p.104314.
■ Kim, K., Bonn, M.A. and Cho, M., 2021. Clean safety message framing
as survival strategies for small independent restaurants during the
COVID-19 pandemic. Journal of Hospitality and Tourism
Management .46. pp.423-431.
■ Lin, P.M., Ok, C.M. and Ching Au, W., 2021. Peer-to-peer dining: a
motivation study. Journal of Hospitality & Tourism Research,
p.1096348021990709.

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