HNHM301: Hilton Hotel Analysis and Industry Trend Evaluation Report

This report analyzes the contemporary hospitality industry, focusing on the Hilton Hotel. It begins with an introduction to the industry, followed by a PESTLE analysis to evaluate the impact of political, economic, social, technological, legal, and environmental factors on the hotel. A SWOT analysis assesses the hotel's strengths, weaknesses, opportunities, and threats, informing decision-making. The report then examines factors influencing the supply and demand of hospitality products and services. It evaluates current and potential trends affecting the UK hospitality industry, assessing Hilton's response and ability to adapt to these trends. The report concludes by summarizing the key findings and implications for the hotel and the broader industry.

HNHM301: The
Contemporary
Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY ..................................................................................................................................4
Evaluation of the impact of external factors such as political, economic, social, technological,
legal and environmental by using the PESTLE Analysis- ..........................................................4
Political Factors-..........................................................................................................................4
SWOT Analysis for the chosen hospitality industry and reviewing that how this can inform
process of decision-making-........................................................................................................6
Analysation of factors which impact on supply and demand of products and services -............7
Evaluation of implications of current and potential trend which can affect the hospitality
industry in UK-............................................................................................................................7
Evaluating the response and ability of the hotel Hilton to current and potential trends-.............8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Contemporary hospitality industry consists of wide category of fields among service
industry which can includes the restaurant, lodging, theme parks, cruise lines, transportation, and
many other additional things which are included in the hospitality industry (Jones, Hillier and
Comfort, 2016).
Hotel Hilton was established by Conrad Hilton. There are 586 hotel & resorts properties
which contains 215,623 rooms across the 85 countries and territories among 6 continents. It was
founded in 1919. The above report includes the evaluation of impact of external factors which
can be political, economic, social, technological, legal and environmental on the hotel Hilton
with the help of PESTLE Analysis. SWOT Analysis for hotel Hilton is to be done. The report
further carried forward with the different factors which impacts supply and demand op products
and services of hotel Hilton. Report ends with the evaluation of implication of current and
potential trends which affects hospitality industry in the United Kingdom.
MAIN BODY
Evaluation of the impact of external factors such as political, economic, social,
technological, legal and environmental by using the PESTLE Analysis-
PESTLE Analysis is tool used by the marketers for analysing and monitoring macro
environmental factors which can impact the company. This is described below-
Political Factors-
Political stability is necessarily required by any industries and it can be applicable to the
hotel industry. The political approaches can affect the number of visitors that can be business
travellers and tourists which are visiting to nation (Radojevic, Stanisic and Stanic, 2015). People
who are travelling to Ireland can face the critical political situation there. In July 7, 2005, which
have created a set of risk for the tourist so the number of visitors to London has been decreased
which have affected the Hotel Hilton business. The Situation of Brexit is also the major issue
which has been faced by Hotel adversely and thus the number of visitors affected much.
Economic Factors-
Due to the Brexit situation hospitality industry has adversely affected as the value of
pound has been declined significantly. Individual doesn't have that much amount that they can
spend amount on their leisures. So the tourist attraction has been reduced in the United Kingdom
which had affected the business of Hotel Hilton.

Social Factors-
Hotel Hilton targets the market which includes everyday travellers of particular business,
family holiday, business area of convention and leisure travellers (Ozturk, 2016). The consumer
trend is shifting and thus the spending habits from the materialistic goods for travelling, fining
out and holiday. Hotel Hilton is also moving forward to it and forming their policies according
to the laws and regulations which are helpful for them in rendering and serving quality services
to the wide range for consumers.
Technological Factors-
The customer experience is very vital in the hospitality industries. The hotel Hilton has
formed global benchmark for the customer experience which helps them in developing huge
loyalty for their customers and had also included the latest technology in their operations. They
provide the digital check in and room selection to their customers. The hotel has announced that
they are also rendered best services to guest with the help of digital technology so the guest can
select their type of room preference which will be further helpful in satisfying the customers with
high quality services.
Legal Factors-
Hotel Hilton performance can be impacted by the legal factors and this could also include
any jurisdiction in UK which can affect hotel in many ways (Wang, 2016). The immigration
procedures and rule is becoming more strict in United Kingdom this could impact the Hotel
Hilton directly. Restriction rules for visa in country affects the country's travel and tourism.
Thus, this bounds travellers to visit the United Kingdom and if travellers will be bounded on the
basis of visa this will affect the profit and revenue of hotel.
Environmental Factors-
Hotel Hilton aims at rendering quality services to their customers and committed with the
sustainable development. The main purpose of the company is to provide quality services along
with using the sustainable practices in their operation activities (Yadav, Kumar Dokania and
Swaroop Pathak, 2016). They had also committed for reducing their consumption of energy so
that it can be helpful in reducing costs. Hotel had also appointed Hilton Carbon Trust for
reducing consumption of energy and measuring that in which 38,000 Pound has been saved by
them.

SWOT Analysis for the chosen hospitality industry and reviewing that how this can inform
process of decision-making-
SWOT Analysis is the strategic planning tool which is used for helping organization for
identifying strength, weaknesses, opportunities and threats which are related to competition in
business or planning for project. It can be described below-
Strength-
Hotel Hilton is having the strong history of business along with good leadership
experience. They also had the successful loyalty program. Hotel had maintained their brand
loyalty among the consumers with help of corporate responsibility. So that consumer could rely
that the hotel follows up sustainable practices(Zopiatis, Theocharous and Constanti, 2016). They
had a wide range of room chains scale across world. Comprehensive portfolio for property is
being maintained by the hotel which is helpful for them in creating brand loyalty among the
competitors.
Weaknesses-
The company is facing from high level of debts which is the major risk to the company.
The hotel doesn't promote themselves by various modes which can be helpful for company in
gaining huge customer's attraction to the company (SHARMA and Gursoy, 2018). Huge number
of hotels and global expansion can lead to have brand dilution. Hotel Hilton has an extreme
competition with long established chain of hotels which may have limited market share.
Opportunities-
Hotel Hilton has a high potential for emerging markets. They can create
and develop innovation in the customer services. By developing the better interiors and well
done renovations (Tresidder, 2015). Hotel can have an opportunity for driving future growth by
expanding their business across emerging countries. By using the existing properties and
developing strategic alliance with another airlines and hotel chain they can increase the global
travellers to visit the hotel.
Threats-
Hotel Hilton has threat from its competitors and day by day it is increasing as the
hospitality industry is getting more wide and expanding all over the world. Various travel norms
in the United Kingdom and slow economic growth due to Brexit situation which had created an
inflation in the market (Claveria, Monte and Torra, 2015). So the business and tourist visit to the

hotel has been declined adversely. Immigration and tariff is the biggest threat for Hilton in
hospitality sector.
Analysation of factors which impact on supply and demand of products and services -
There are various factors which can affect the supply and demand for product and
services in hospitality industry that are as follows-
Individual Factors-
This factors include the age, gender, religion, income and employment, family influence,
nature of family all factors affect the hospitality industry in broad way (Ann and Blum, 2019).
This can further affect the demand and supply of products and services as the consumer
preferences can be according to their gender, age, religions etc., The hotel Hilton will be
adversely affected by these factors under the hospitality industry.
Economic Factors-
The factor consists of costing factor which are related within the hospitality industry.
This includes the costing of the travel it will be high then less number of people will be visit the
country. Product costing also affects the hospitality industry significantly. All hotels have their
set competitive prices which could affect the supply and demand of the products and services
under the hospitality industry. The exchange rate of different countries all affects the businesses
under the hospitality industry.
Geographic Factors-
The various geographic factors affects that are seasonality, attraction available, rural or
urban population or economy, location and distance all factors affects the supply and demand of
the products and services within the hospitality industry (Jones, Hillier and Comfort, 2016). It is
the major factor which impact individual tourist and businesses as in season time the all hotel
will be booked and full. And in the off season time the number of tourist have been declined.
Evaluation of implications of current and potential trend which can affect the hospitality
industry in UK-
Current Trend in hospitality industry-
The hospitality industry is following the digitalized experience for guest so that the
hoteliers can manage and control the services which is being provided to the customers and with
the help of Application many guests aspects of guest cycle and experiences (Radojevic, Stanisic
and Stanic, 2015). The experience economy will be implemented and the role of travel agents

will be end as the customers need extreme personalization, unique experiences which will
change the experience of customers in the hospitality industry.
Potential Future Trend in hospitality industry-
The future trend in the hospitality industry will be the digitalization in the industry. This
could include the use of Robots, artificial intelligence & chatbots, Big data, Virtual reality,
Internet of things (IOT) this all will be the future trend in the industry. In the trend of
digitalization all things will be technologism so that it will attract the wide range of consumers to
the hotel and restaurants (Ozturk, 2016). Guest will also have awesome experience of the quality
services the work of the hotel operations and function will also been reduced and thus they can
have their main emphasis on the high quality service and products to their guests which is helpful
for the hotel to impress wide range of customers to the hotel and restaurant.
Evaluating the response and ability of the hotel Hilton to current and potential trends-
Current Trend-
The current trend in the hotel which is being followed by the Hotel Hilton are they
manage and control the guest experience with their application and they provide the time to time
services to their customer with being updated to the needs and requirement of the consumer and
visitors. The promotions and advertising are being performed by the hotelier which is helpful for
them in attracting the wide range of consumers to the hotel and resort (Wang, 2016) They also
avail their customer with the offers and discount coupons so that customers are attracted towards
the hotel to visit again there. Hotel Hilton had maintained the brand loyalty among the
consumers in the marketplace, which is helpful for them in gaining the huge customer attraction
that's why it has become the huge hotel and resort across 89 countries.
Future Trend-
The hotel Hilton is moving forward towards the digitalization and including various
technologies in their hotel services so that the guest and visitors can enjoy the awesome facilities
which is being rendered by the hotel industry (Yadav, Kumar Dokania and Swaroop Pathak,
2016). More and more new technologies will be used by them so that it can be helpful for them
to attract wide range of consumer to the hotel so that they can enjoy the luxury services provided
by hotel. The newer technologies will include the hotels personal application, managing and
controlling the services which are being rendered by the company through artificial intelligence.
All things will be technologism in the future trend this will impact the huge change in the

hospitality industry and more & more visitors and travellers are attracted to the hotel for their
quality services and thus sales will increase.
CONCLUSION
From the above study it is concluded that contemporary hospitality industry plays a major
role in the growth and development of hotels, restaurants etc., various field among the hospitality
industry. This all could be served as the major companies which are functioning for providing
the better services to the visitors of hotels and restaurants. With the help of internal and external
factors this companies under the hospitality industry they can optimize all the factors which can
affect their bushiness widely and thus further they can work on that so that they can be fruitful
for the growth of the businesses which can be helpful in raising revenue.

REFERENCES
Books and Journals
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality industry: Some
personal reflections on corporate challenges and research agendas. International Journal of
Contemporary Hospitality Management.28(1). pp.36-67.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management.51.pp.13-21.
Ozturk, A.B., 2016. Customer acceptance of cashless payment systems in the hospitality
industry. International Journal of Contemporary Hospitality Management.28(4). pp.801-
817.
Wang, C.J., 2016. Does leader-member exchange enhance performance in the hospitality
industry? The mediating roles of task motivation and creativity. International Journal of
Contemporary Hospitality Management.28(5). pp.969-987.
Yadav, R., Kumar Dokania, A. and Swaroop Pathak, G., 2016. The influence of green marketing
functions in building corporate image: Evidences from hospitality industry in a developing
nation. International Journal of Contemporary Hospitality Management.28(10). pp.2178-
2196.
Zopiatis, A., Theocharous, A.L. and Constanti, P., 2016. Adult vocational decision, career
satisfaction and future intention: insights from the hospitality industry. International
Journal of Contemporary Hospitality Management.28(12). pp.2696-2720.
SHARMA, B. and Gursoy, D., 2018, June. HRM Practices in Hospitality and Tourism Industry:
A Review of the Literature. In 8th ADVANCES IN HOSPITALITY AND TOURISM
MARKETING AND MANAGEMENT (AHTMM) CONFERENCE (p. 28).
Tresidder, R., 2015. Experiences marketing: A cultural philosophy for contemporary hospitality
marketing studies. Journal of Hospitality Marketing & Management.24(7). pp.708-726.
Claveria, O., Monte, E. and Torra, S., 2015. A new forecasting approach for the hospitality
industry. International Journal of Contemporary Hospitality Management.27(7). pp.1520-
1538.
Ann, S. and Blum, S.C., 2019. Motivating senior employees in the hospitality industry.
International Journal of Contemporary Hospitality Management.