University Essay: HOTL5001 Global Hotel Landscape Analysis

This essay provides a comprehensive analysis of the global hotel landscape, examining the interplay of various factors influencing the industry. It delves into the impact of changing consumer leisure patterns, exploring how hotels adapt to evolving preferences and leverage Customer Relationship Marketing (CRM) strategies. The essay further investigates different communication approaches, highlighting the role of media and the importance of effective information flow within hotel management. It also assesses the effects of globalization, including its impact on economic resources, social interaction, multiculturalism, and regional stability. The essay concludes by emphasizing the need for sustainable practices, such as green services, to mitigate the negative consequences of these global trends and promote socio-economic growth within the hotel and tourism sectors.

Running head: GLOBAL HOTEL LANDSCAPE
GLOBAL HOTEL LANDSCAPE
Name of the Student
Name of the University
Author Note

1GLOBAL HOTEL LANDSCAPE
Introduction
The Global hotel landscape is an ever changing sphere including both geopolitical and
economic factors. However, the hotel industry in the global landscape also undergoes
structural shifts due to the disruption of the technological applications. In addition, it also
witnesses shifts in the leisure patterns and consumer behaviour along with the consequences
of globalization (Aitchison et al. 2014) The paper discusses the impact on three factors that
includes changing consumer leisure patterns and the different approaches to
communication along with various effects of image on destinations for global populations in
the following paragraphs (Aitchison et al. 2014). The first paragraph follows the positive
impacts of leisure patterns witnessed in the contemporary hotel industry where the targeted
customer base reflects the post traditional societies. The paper provides the discussion
regarding the positive impacts such as new moral beliefs and social status and personalised
Customer Relationship Marketing. The second paragraph follows the effects of various
approaches of communication that led to certain impacts such as dependency upon the media
resourcefulness in the process of communication marketing of hospital industry. The third
factor that has been discussed in the paper is positive as well as negative impacts of
Globalisation including diversification of economic resources, development of social
interaction and multiculturalism, while the negative impacts are identified through regional
instability, declination of livelihood opportunities. The paper projects these points in the
following paragraphs.
Effects on the changing of Leisure patterns
In the dynamics of contemporary hotel industry, leisure marketing is one of the major
concerns based on which targeted consumers are attracted. To follow such ideas, certain
strategies are implemented along with the encouragement of the applications of innovative

2GLOBAL HOTEL LANDSCAPE
technology. The consumer leisure patterns is identified through the facilitations that the
hotels provide (Aitchison et al. 2014). The leisure patterns are categorized based on leisure
activities in association with Customer relationships marketing. Such initiatives are seen in
the contemporary hospitality and tourism industry. Through the strategy of CRM, the
management identify the leisure activities that are based on the customer’s secondary needs.
The leisure activity facilitation is what increases the recognitions. Through the moral beliefs
of acknowledging one’s leisure activity requirements, the customer satisfaction is gained.
However, due to the increase of competitiveness in the arena of hospitality and tourism
industry, various strategies in assessing the effective leisure marketing is implemented. Such
implementation takes care of the socio- economic improvements (Aitchison et al. 2014).
However, it is observed that there are certain arguments that reflects that the elements of
leisure is not a sustainable factor as it depends on the variant factors that includes mode of
travel, the stay in purposes, the content and many more.
Different Approaches to Communication
There are certain impacts that are witnessed in the recent years after the
implementation of new approaches towards communication marketing. Communication
management is also recognized in covering the interpersonal communication or manager
communication in which the role of business of business psychology is involved (Lehr 2015).
Due to the complex nature of the human reality, certain consequences are experienced. It
involves the influence in decision making, due to which gaps and leaks are developed in the
knowledge of the information technology and further results in the failure in the direction of
execution. The impact of the company can be resolved through the influence of integration
that is required at all levels (Lehr 2015). The networking with all the departments and
transparency in the flow of information should be retained and practiced. Thereby, following

3GLOBAL HOTEL LANDSCAPE
these issues it is concluded that hotel management requires the system of processing the
effective act of directing, creating and harmonizing and balancing all the factors.
Various Effects of Globalisation
Globalization is the convergence of diversified ideas, movements, values and people
across the globe. The diversified traits of globalization often appear to impact the industrial
leads, especially in the hospitality and tourism industry. This is because due to the increase in
population as well as tourism business, it is expected for the land to be used in greater
proportion than before. As witnessed, the environmental costs are also unevenly distributed
or divided in the world, provided with the poor or the unprivileged countries that lacks the
resources to adapt or overcome the adverse consequences such as increased disease, droughts,
soil infertility and many more. Thereby, it further results in facing the repercussions of the
adverse phenomena such as global warming (Pearlman 2016). Thereby, it leads to regional
instability in the financial sector. However, it reflects the multiculturalism that is a
predominant effect in the hotel industry. Moreover, it does bring the integration among the
society and develops social interaction.
Conclusion
However, from the above discussion it is concluded that the three factors clearly
reveals the impacts on the hotel as well as tourism industry in the global context. Following
it, the implementation of effective ideas in the context of resolving such issues in the
contemporary hotel industry are discussed as well. It is to mention that hotel industry should
implement green services in order to reduce the impacts faced due to the above mentioned
factors. It also benefits in the sphere of socio- economic growth. Thereby, it is evident that
the paper discusses the dynamics of global hotel landscapes provided with impacts and its
mitigations. The entire paper delivers the both the negative as well as positive impacts of the

4GLOBAL HOTEL LANDSCAPE
three factors that is consumer leisure patterns and the different approaches to
communication along with various effects of image on destinations for global populations.
Impacts of Globalisation including diversification of economic resources, development of
social interaction and multiculturalism, while the negative impacts are identified through
regional instability, declination of livelihood opportunities. The paper also provides the
discussion regarding the positive impacts such as new moral beliefs and social status and
personalised Customer Relationship Marketing. Following to these traits, the paper projects
the contemporary hotel industry where the targeted customer base reflects the post traditional
societies

5GLOBAL HOTEL LANDSCAPE
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