Analysis of Micro and Macro Forces on Hospitality Marketing

This report examines the micro and macro forces influencing marketing decision-making within the hospitality industry. It highlights the importance of considering both micro factors, such as customer demands and employee availability, and macro factors, including demographic forces and technological changes. The report uses Marriott International as a case study, illustrating how the company adapts to changing customer expectations and leverages technological advancements, such as mobile apps, to enhance customer experience and increase market share. It references various sources to support its analysis, providing insights into how the hospitality sector responds to evolving market dynamics. This report is a valuable resource for students studying marketing and hospitality management, available on Desklib, offering insights into real-world applications and industry trends.

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Macro and micro forces that may affect the marketing decision-
making within a tourism, events, or hospitality organisation
In the recent time, organisations are required to give emphasis on every micro and
macro factor before making any decision. Customers put the direct impact on the business of
hospitality industry. Customers demand are continuously changing in the recent time that
puts the pressure on hospitality industry to make changes according to them. Availability of
employees also affects the decision-making of the hospitality industry. The availability of
motivated and employees are essential to achieve the success in any event or hospitality
business. In addition to the micro factors, several macro factors also affect the decision-
making of the business (Gomezelj, 2016). Firstly, demographic forces are major element that
affects any hospitality business. It is because every country has different educational level,
lifestyle as well as cultural characteristics. For example- Marriott international has also
different menu for every country to the change in the taste and preference of every country.
Besides this, technological changes also affect the decision-making of the tourism or
hospitality industry.
Marriott International has come up with the mobile app that breaks the record of the
hospitality apps. It has done this change in order to satisfy the demand of customers. For
Marriott reward members also, the new app will adjust to the personalised experience of the
users throughout their whole journey of travelling. It is using mobile to revolutionize as well
as introduce the next generation of the customers experience in traveling across the world.
Due to this, most of the smartphone users use the Marriott devices for the activities related to
travel. Many people also have emotional connection with the mobile apps and devices when
they download. It assists them in maintain the strong relationship with the Marriott reward
members by providing them the easy access to such programmes (Wolf, 2019). Due to the
changes in the expectations of customers, it also started focusing on the digital and social
media use (Bowie, Buttle, Brookes & Mariussen, 2016). This has helped the Marriott
International in bringing positive advantage to its customers. As a result, it has also helped it
in increasing its market share and growth across the different parts of the world.
In the recent time, Marriott has also announced the “new personal care amenity
provider” in order to inspire the guests. It has also done the integration of mobile enabled
innovation in the check out, check in as well as F& B ordering. The scientifically proven
ingredients are included in the products of Marriott in order to remove the use of unnecessary

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chemicals. The new personal care amenity will be the best instalment in the Marriott hotels
that will help in inspiring the guests when they travel. The skin care will ensure their
performance for 24 hours (Marriott International, 2019).

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References
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. United Kingdom:
Routledge.
Gomezelj, D. O. (2016). A systematic review of research on innovation in hospitality and
tourism. International Journal of Contemporary Hospitality Management, 28(3), 516-558.
Marriott International. (2019). Marriott hotels continues to Elevate guest experience with the
introduction of premium “This Works” Amenity. Retrieved from:
https://news.marriott.com/2019/05/marriott-hotels-continues-to-elevate-guest-experience-
with-introduction-of-premium-this-works-amenity/
Wolf, J. (2019). Marriott reimagines its mobile apps o meet the needs of modern world.
Retrieved from: https://news.marriott.com/2017/02/marriott-reimagines-mobile-app-
meet-needs-modern-world-travelers/