Hotel Crown Plaza: International Hospitality Industry Analysis Report

This report delves into the international hospitality industry, using Hotel Crown Plaza as a case study. It begins with an introduction to the hotel industry, emphasizing the importance of effective management and adapting to market changes. The report then provides a background of Hotel Crown Plaza, followed by a SWOT analysis to assess its strengths, weaknesses, opportunities, and threats. It explores the concept of emerging markets and their potential for business growth, including a PESTLE analysis to evaluate political, economic, social, technological, legal, and environmental factors. The report concludes with proposed strategies for Hotel Crown Plaza to expand its business, providing justifications for these recommendations. The report highlights the importance of digital innovation, customer satisfaction, and adapting to new technologies in the competitive hospitality landscape.

International hospitality
industry

Table of Contents
Introduction......................................................................................................................................3
International hotel industry ........................................................................................................3
Background of Hotel crown plaza. .............................................................................................4
SWOT analysis of hotel crown plaza..........................................................................................5
Background to emerging markets...............................................................................................6
PEST of emerging market ..........................................................................................................7
Hotel strategy to be adopt and to be implemented .....................................................................9
Conclusion ....................................................................................................................................11
References .....................................................................................................................................13

Introduction
Hotel industry is developing day by day and they need effective management skills to
attract large number of customers with their products and services. Company needs to know their
effectiveness to develop their business at a large scale. Hotel sector aim is to provide quality
services and products to their customers that have ability to engage large number of customers
with their products and services. Report is going to prepare SWOT analysis of their product and
services and how they are able to develop their business at a large scale. Report shows new
emerging markets that helps them to achieve goals and objectives of their business. Emerging
markets ability to expand their services. Pestle analysis shows effectiveness of their products and
services in a new market. Pest analysis impact when organization is entering in a new market.
Report shows crown plaza is going prepare different strategies that have ability to explore their
business at a large scale. And provide proper justification and how this strategy helps hotel to
develop their business in a long run.
International hotel industry .
Hotel industry is developing day by day at a large scale and effectiveness of industry
largely depends on their capacity to adapt new environment and changes. Due to increase in
purchasing power, digital innovation helps hotels to grow at a large scale. Increase in standard of
living helps them to develop at a large scale(García-Lillo, Úbeda-García and Marco-Lajara,
2016.) . Hotel industry works to satisfy their customers and improve their experience that helps
them to develop their business at a large scale. Hotel industry needs to continue rise over a large
scale that helps them to achieve their goals and objectives. Hotel industry comes with large
number of facilities to their customers. Hotel industries are garbing large number of
opportunities for development of their business at a large scale. Different opportunities help them
to achieve their goals and objectives. Due to rapid change in technologies and development of
their business. Hotel industry facing problems to cope up and adopt those changes.
Digitalisation of hotel industry

Due to increase in digitalization and providing services online hotel industry are
expanding their business at a large scale. Digitalization helps them to achieve goals and
objectives of their business. Digitalization reduces workload as well as provide large number of
facilities to their customers. Digitalization helps customers to book hotel and rooms online that
helps them to achieve their goals and objectives with ability to explore their business.
Sectors of hotel industry
Lodging
Lodging are accommodations provided to their customers to stay and rest helps them to
develop their business at a large scale. Lodging means providing place to sleep to their
customers. Provide accommodations like comfort and luxurious services.
Food and beverage
It is one of the most important and wide sector of hotel industry it helps business to
engage large number of customers easily with their products and services. Hotel provide catering
services to their customers at a large scale. Management of food and preparation of food all are
part of food and beverage. Food presentation is most important in an hotel industry to attract
large number of customers and improve their performance.
Travel and tourism
Travel and tourism part of hotel industry means moving customers from one place to
another place with help of services like trains, buses, ships, airlines. Success of hotel industry
depends on effectiveness of their travel and tourism.
Entertainment industry
Entertainment is one of the most important sector of hotel industry(Raj and Griffin, eds.,
2015.) . Hotels need to provide different game and sports to their customers to develop their
business at a large scale. Hotels need to provide nightclubs and bars to their customers to refresh
them and to increase effectiveness of their business.
Background of Hotel crown plaza.
Crown plaza is one of the leading hotel all over the world and their headquarters are
situated in London. Have a large number of chain of hotels. Hotel provide their services around
100 countries and have hotels around 3600 all are situated in major locations. Crown plaza is
located a perfect location in London near royal Victoria dock that attracts large number of

customers towards their services. Effective parking facilities are provided to customers where
they safely part their vehicles. It is an 4 star hotel that provide luxury rooms to their customers to
attract them towards their services and provide them free access of Wi-Fi. Hotel is fully air
conditioned. Hotel provide facilities like restaurant and bars that attract large number of
customers towards their services effectively and helps them to develop their business. It is an
exotic hotel near sea provide an wide experience to their customers. They provide luxury rooms
and effective customer care services to their guests. Their bedrooms have effectiveness to attract
large number of customers to develop their business at a large scale.
SWOT analysis of hotel crown plaza
SWOT analysis is required to develop overall services for business. Hotel needs to
develop large number of sources that have ability to explore their business at a large scale. Swot
analysis help business to develop and engage large number of customers with their products and
services. Swot helps crown plaza to analyse overall working of their business and helps them to
develop future opportunities by analysing new markets and their competitors. Hotel needs to
develop their services and improve overall effectiveness of their products and services.
Strength
Crown plaza is established name and have multinational chain of hotels all over the
world. It is an worldwide hotel provide their services in different countries at a large scale. Hotel
have an effective brand image in minds of their customers that helps them to increase their
profitability and engage large number of customers with their products and services. Due to a big
name hotel is able to increase their profitability at a large scale. Due to customers loyalty they
are able to engage large number of customers with their services. Due to adaptability of new
technologies for their business they are able expand it at large scale(Pizam and Tasci, 2019.) .
Effective marketing strategies helps them to develop their business. Hotel focus is on to build
effective relation with their customers that helps them to increase their profitability at a large
scale. Employees are satisfied and motivated towards their work and work effectively towards
development of their organization.
Global presence
Global presence of hotel crown plaza helps them to increase engagement of their
customers. Strong brand image helps them to develop their business and increase their visibility.

Effective recruitment strategies
Recruitment strategies of crown plaza are effective and have ability to engage large
number skilled employees that are motivated and have ability to develop their business at a large
scale.
Weakness
Hotel needs to manage and face weakness in their working to develop their business in a
long run. Due to a multi national hotel rates of services are also high. Due to high rates of their
products and services customers need to think twice to use those services. Tax rates are also high
to customers. Customers need to pay more than they are using that effects overall success of their
business. Information security system of hotel crown plaza are also weak and customers are
facing problems while paying through online portals.
Opportunities
Due to increase in income level of customers and to develop standard of living large
number of customers are attracted towards their products and services. Due to increase and
overall development of hotel industry is helps crown plaza to enter in a new market that helps
them to achieve their goals and objectives. Providing hotel booking facilities online they are able
to attract large number of customers towards their services. Due to development of technology in
in hotel industry they are able to attract large number of customers.
Threats
Competitors are one of the main threats that effects overall development of organization.
Competition from big hotel brands will effect overall profitability of crown plaza. If tax rates on
some countries are high them it become problem for crown plaza to develop their business at
those places(Zervas, Proserpio and Byers, 2017.) . Due to increase in cost of raw materials will
increase price of their products. Sue to policies and rules of government in some states will
effects overall working of hotel crown plaza. Due to increase in foreign currency.
Background to emerging markets
New and emerging market helps Crown plaza to develop their business at a large scale
and improve effectiveness of a business. Emerging market helps business to adapt new
technologies and trends that helps business to achieve goals and objectives of business.
Emerging market help companies to increase their profitability at a large scale. It helps business

to develop their effectiveness at a large scale. Emerging markets are underdeveloped countries
that they are trying to become develop countries and those countries are become emerging
markets for crown plaza to develop their business in those economies that helps them to achieve
goals and objectives of business. This economies have low per capita income of people of those
economies. But those emerging markets are become a risk for hotel crown plaza as their
economy is not stable yet they are developing. Growing for a new market helps hotel to develop
their labour skills and abilities and helps them to improve their management skills new
technologies are developed for overall development of an organization. Hotel needs to analyse
exchange rates over those economies that helps them to develop their business at a large scale.
PEST of emerging market
PESTLE analysis helps hotel crown plaza to analyse their effectiveness to adapt new
marketing that helps them to achieve new goals and objectives for their business. Company
needs to develop an effective environment on overall development of organization. Crown plaza
is one of the leading hotels in U.K and have large number of chain of hotels all over the world
they provide excellent services to their customers but external environment will effect overall
growth of business and have a huge impact on profitability of their business. For those changes
hotel needs to develop strategic decision making.
Political factors
Hotel industry is one of the most important source of earning for government of different
nations. Government will impose huge amount of taxes on products and services of luxury
hotels. Government will earn huge amount of revenues with overall development of
organization. Due to high tax rates and foreign trade policies hotel crown plaza facing problems
to develop their business in new economies and need to develop effective policies for overall
development of organization. Hotel needs know labour laws prevailing in a new economy to
develop their business over their(Nieves and Segarra-Ciprés, 2015.) . Government interferes
because overall infrastructure development of those nation is largely depends on government of
that economy. If any step towards rules and regulation taken by government then it effects
overall growth of hotel in those economies. If any policy of government is not in favour of crown
plaza then it effects overall working of their business in that new market and for their
development government needs to support their growth at a large scale.

Economic factors
Hotel needs to analyse all those changes in an new economy like their economic growth
rate, interest rate, exchange rate. Hotel needs to know the income level of their customers of
those economies to develop their business at a large scale that helps them to achieve their goals
and objectives. Also hotel sector helps economies to grow a large scale as they provide
employment to large number of individual of those economies. Hotel crown plaza needs to
analyse purchasing power of their customers to know their ability to buy their products and
services. Analysis of income of their customers help them to set prices for their products and
services.
Social factors
Social factors means when crown plaza going to develop their business in an new
economy they needs to know the lifestyle of consumers and attitudes of the people of those
economies. Hotel needs to know the age distribution of people of those economies. Hotel needs
to know health consciousness of people of those economies to provide organic and health food to
their customers. Hotel crown plaza needs to know the cultural barriers that effects overall growth
of their business. Analysis helps hotel to target their customers and needs to know the income
distribution of employees in those sectors.
Technological factors
Technological factors impacts overall development of business at a large scale and plays
an important role in development of an organization. Hotels industry are developing day by day
and they need effective technology for development of their business at a large scale that have
ability to explore and develop their business(Hess, 2019.) . Hotels need to provide Wi-Fi
facilities to their customers so that puts an positive impact on eyes of their customers. Hotel
crown plaza needs to bring innovation in their products and services with proper research and
technology up gradation. If hotels have an effective technology then it saves their money and
develop their business at a large scale.
Environmental factors
Hotel needs to know effectiveness of their products and services and their impact on
overall environment of that new market and an economy. Climate change will effect overall
growth of business if climate change and heavy weather effects raw material for food products
and it rises their prices in market then it effects overall growth and profitability of hotel. Hotel

crown plaza need to proper care about their corporate social responsibility. Environment plays a
direct impact on overall growth of an hotel. If climate change like flood and heavy rain will puts
a direct impact on the business of hotel crown plaza.
Legal factors
When hotel crown plaza is going to develop their business in a new economy or a new
market they need to know rules and regulations by government set on hotel industry. Hotel needs
to follow all those rules like healthy and safety laws they need to provide fresh and healthy
products to their customers that helps them to achieve their goals and objectives. Hotel needs to
know what is legal and illegal in an new market. Hotel needs to know to know employment laws
about how much minimum salary they are needed to give to their customers.
Hotel strategy to be adopt and to be implemented
Hotel crown plaza needs to develop an effective strategy for development of their
business. Strategies help them to acquire new market and develop their business at a large scale
to increase effectiveness of their products and services.
Porters generic strategy
`Hotel crown plaza needs to make their price at low so that they are able to acquire large
number of new market. Cost of the products and services depends on the structure of an hotel.
Hotel crown plaza needs to analyse cost of technology they are using, price of raw materials for
their products and services that helps them to engage large number of customers. Hotel needs to
maintain their prices as compare to their competitors it helps them develop cost leadership in
market(Leung, Bai and Stahura, 2015.) . Preparing a strategy to minimize cost helps hotel to
increase their profitability.
Differentiation
Hotel needs to make their products and services unique that helps them to achieve goals
and objectives of their business. Hotel needs to use different technologies to bring innovation
and creativity in their organization to develop new products and facilities that are unique and
able to convince their customers. Unique quality of services make a different image for products
and services of hotel.
Focus

Hotel needs to decide where top focus and according to that analyse they needs to decide
effectiveness of their products and services. Hotel needs to analyse effectiveness of their
products and services and develop plan according to their requirement. Hotel needs to focus on
their price to make it minimum and effective to attract customers at a large scale. Focusing on
cost helps them to get competitive advantage over market. Hotel needs to focus on their products
and services and make them unique that have ability to attract large number of customers.
Ansoff matrix
Ansoff matrix helps hotel Crown plaza to analyse a plan that helps them to grow in a
large scale. Matrix also helps to analyse risk associated with strategy.
Market penetration
Hotel crown plaza needs to prepare a strategy that helps them to increase
customer interaction with their products and services in already established market with
effectiveness to fulfil needs and wants of their customers. Hotel needs to develop effective
marketing strategy in already established market that helps them to achieve their goals and
objectives. Helps business to develop at a large scale strategies are prepared to develop brand
loyalty in customers.
Product development
Strategies are prepared by hotel crown plaza when they are developing new product in
already established market then it helps them to achieve their goals and objectives. Hotel needs
to bring innovation to develop a new service or product that helps them to achieve goals and
objectives of business. Product development helps them to grab new markets as well as develop
their business at a large scale.
Market development
When hotel is going to enter in a new market or a territory they needs to decide strategy
for development of their product needs to know the suppliers for raw materials(Idris and Abdul
Wahab, 2015.) . Hotel crown plaza needs and effective strategy to convince and attract
customers in a new market that helps them to achieve goals and objectives. Need to make a
market research that helps them to get information about customers as well as their competitors.
Diversification
This strategy is one of the most risky strategy for development of business of hotel crown
plaza. Organization needs to develop their business effectively that helps them to achieve goals

and objectives of their business. When hotel is going to enter new market with a new product
then they needs to develop effective use of resources and needs an make their marketing
campaign that have ability to convince their customers.
Justification of strategy
Strategy is required to develop business of hotel at a large scale. It helps hotel Crown
plaza to develop their business in a long run and make an effective use of available resources.
Strategy shows crown plaza needs to set their price to minimum that helps them to achieve their
goals and objectives at a large scale. Needs to get unique products that attracts their customers
and develop their business at a large scale for a long run. Hotel needs to develop strategies
according to requirement of market and needs to make an effective use of those resources that
helps them to achieve their goals and objectives. Hotel needs to manage their products and
prepare strategies for development of their business in market and make loyal customers with
their products and services. Customers needs to know effectiveness of their products and services
that helps them to engage easily.
Practical application of strategy
Strategies helps hotel crown plaza to develop their product in near future. When they
develop new product in a new market it may be a risk but they need to use effective marketing
strategies that helps them to achieve goals and objectives of their business(Madsen, 2016.) .
Unique product and cost leadership helps hotel to develop their business in a long run and at a
large scale. Hotel is introducing a new product or service in a market they needs to develop
effective use of available resources that have ability to explore their business.
Conclusion
Report shows that hotel industry is developing day by day and new technologies and
innovations are developed in business to engage large number of customers with their products
and services. Crown plaza is one of the leading hotel in U.K and operates all over the world swot
analysis helps business to know their internal factors in an organization. It provides information
about their competitors and new opportunities to grab emerging markets at a large scale that have
ability to influence and expand their services. Emerging market helps them to develop their
business at a large scale. Pestle analysis helps them to study external environment and provides

ability to develop their business at a large scale. Different strategies are required to develop
business of hotel crown plaza at a large scale.

References
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