PESTLE, SWOT, Supply & Demand Analysis: Marriott and Hilton Hotels

This report provides a comprehensive analysis of the Marriott and Hilton hotel chains within the contemporary hospitality industry. It begins with a PESTLE analysis, examining the political, economic, social, technological, legal, and environmental factors impacting each company. The report then conducts a SWOT analysis, identifying the strengths, weaknesses, opportunities, and threats faced by both Marriott and Hilton. Further, the document delves into the supply and demand dynamics specific to each hotel chain, including labor requirements and market dependence. Finally, the report explores current trends in the hospitality industry, such as technological advancements and customer-centric approaches, evaluating their implications for the future success of both companies. The analysis is supported by references to academic literature within the hospitality and tourism field.

CONTEMPORARY
HOSPITALITY INDUSTRY

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PESTLE OF Marriott and Hilton hotel
Political factor
 Marriott: These factors are concerned with the political stability and government intervention. The factors
which will included under this are taxation, subsidies, trade policy, commerce, etc. These factors are out of
the control of the organisations. It will have a profound and significant impact on the Marriott.
 Hilton: These factors are concerned with the political influence which affects the functioning and operation
of the country. It includes various factors like taxation policy, subsidies, etc.
Economic factors
 Marriott: These factors are concerned with the economic stability of the organisation. It depicts the
financial strength and level of profitability for the company.
 Hilton: The economic factors are related to the financial stability and profitability for the company. It
involves factors like recession, inflation, etc. This will have negative impact on companies operation when
the inflation occurs and prices of goods and services goes up.

CONTINUE...
Social factors
 Marriott: These factors are concerned with the social trends like demographics, age, class, status, buying behaviour, attitude, lifestyle, income, etc.
of the individuals. Customer needs and preferences are highly dynamic in nature and it changes very rapidly.
 Hilton: This will have positive impact on Hilton hotel because when the lifestyle and customer needs and preferences changes then this creates an
opportunity for the Hilton to expand the business
Technological factors
 Marriott: Technology is the most prevailing and growing factor in the present business scenario. Every company needs to adopt certain
technological aspects which improves their efficiency and productivity.
 Hilton: The increasing use of technologies has created positive impact on the Hilton hotel because now they can use various technological
enabled equipments in order to provide proper security and safety to the customers like body scanner machines, etc.

CONTINUE...
Legal factors
 Marriott: These factors are concerned with the laws and legislations. It is important factors because it assures that customers and
employees are secured and protected.
 Hilton: This will have positive impact on Hilton because adoption of various laws like employment law, customer law, etc. will ensure
flexibility and their protection as well.
Environmental factors
 Marriott: These factors are concerned with protecting the environment and nature because they are the greatest tourist attractions.
 Hilton: Under this, the Hilton will have positive impact because it will adopt various environmental programs and strategies which will
provide sustainability. The company will install solar plant in the premises.

SWOT ANALYSE
Strength (Marriott)
 Global presence
 Global presence
 Focus on Innovation
Strength(Hilton)
 Brand acknowledgement
 Interesting administration and quality of item
 Customisation

CONTINUE...
Weakness(Marriott)
 Excessive focus on expansion
 Marriott controversies
 Focus on family
Weaknesses(Hilton)
 Over dependence
 Lack of flexibility
 High level of debt

CONTINUE...
Opportunities(Marriott)
 The shift of customer behaviour
 Huge unexploited market
 Emphasis on personalisation
Opportunities(Hilton)
 Market expansion
 Strategic alliances
 Research and development department

CONTINUE...
Threat(Marriott)
 Strong competitors
 Economic recession
 Terror attacks
Threat(Hilton)
 Competitors
 Poor climatic conditions
 Loss of key talent and personnel

Analyses of SWOT of Marriott
From the SWOT of Marriott it has been analysed that the company has immense opportunity to grow but the
fear and increasing terror attacks is restricting to growth businesses.

Analyses of SWOT of Hilton
From the SWOT of Hilton it has been analysed that the company has an opportunity to expand the business in
different market but the poor availability of labour and workforce creates barrier.

SUPPLY DEMAND OF Marriott
The supply and demand in Marriott is very huge. The company is effectively able to identify the labour
requirements and fulfils it properly by recruiting the qualified and respective personnel.