Comprehensive Analysis of Hilton Hotel in the Hospitality Industry

This report provides a comprehensive analysis of the Hilton Hotel within the contemporary hospitality industry. It begins with an introduction to the industry's diverse nature and the significance of the hospitality sector in economic development. The report then applies a PESTLE analysis to evaluate the political, economic, social, technological, legal, and environmental factors affecting Hilton Hotel, particularly in the UK market, considering the impact of BREXIT. A SWOT analysis is subsequently performed to identify the hotel's internal strengths and weaknesses, alongside external opportunities and threats, such as the rise of e-commerce and the challenges posed by BREXIT. The report also explores current trends in the hospitality sector, including the increasing use of digital technology, the demand for healthy and organic food, and the growing emphasis on sustainability. The conclusion reiterates the impact of micro and macro factors on hospitality businesses and highlights the importance of adapting to industry trends for long-term success. References to books, journals and online resources are included.

Contemporary
Hospitality Industry

Table of Contents
• Introduction
• PESTLE analysis of Hilton Hotel
• SWOT analysis of Hilton Hotel
• Current Trends of Hospitality Industry
• Conclusion
• References

Introduction
The hospitality industry is a diverse business segment
due to various reasons such as innovation, ownership,
classification and grading system, level of service,
leisure facilities, future trends current trends and many
others. There are several different services provided by
the hospitality sector holding numerous of segments and
therefore it is very and the most efficient opportunity
considered for the enhancement of the economy on
various levels local, National and international. The
organisation chosen for this assignment is Hilton hotels
and resorts formerly known as Hilton hotel which was
founded in 1919 by Conrad Nicholson Hilton. The
organisation is headquartered in Virginia, U.S. and
serves to the worldwide level one of its potential markets
is of United Kingdom.

PESTLE analysis of Hilton Hotel UK
There are several macro factors associated with the
hospitality industry as all different types of industries
which affect the organisation belonging to it and these
macro factors are analysed with the help of PESTEL
analysis framework. The PESTLE analysis of Hilton
hotel is as follows:
• Political factors play a very significant role in
sustainability and profitability of an organization.
Currently the political stability in the United Kingdom
is not in favor of any business because of the recently
execution of BREXIT where the Britain exit exited the
European union creating a huge Chaos in the
governmental policies and political standards.

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• Economic factors are also not in favor of Hilton
hotel as International brand and after BREXIT the
economy of the United Kingdom is facing serious
consequences of it where new policies is created
bringing Syria changes in the economy making it
unpredictable and dynamic in nature.
• Social factor is in favor of the company as the
people in the United Kingdom propose the luxury
and the premium services which is being offered by
Hilton hotel. The population of the United Kingdom
is attracted towards the highest standards of services
which is prominently provided by the hospitality
provider making it favorable for the company.

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• Technological macro element is also brings a positive results
towards the hospitality service provider in hotel as the company
has the policy to be updated and make use of all advanced
digital tools for providing the best and the most curated
experience to the consumers. The organization makes use of
online platform and updated technology to attract larger
customer base and to enhance their revenue units as well as
profit standards.
• Legal factors are similar with the political factor and therefore
the legislative elements are also imposes negative impact on
Hilton hotel as the most complicated legal structure is
constructed which is unpredictable and their losses are great for
the businesses. As a international Grand Hilton hotel has to
follow the legal framework of European union and Britain
individually which is creating complexities for the business and
the entity.

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• Environmental element is holding a
positive impact because Hilton hotel
focuses towards providing their
contribution towards the society by
fulfilling their CSR activities and making
their operation sustainable so that the
impacts of their operations is less over the
environment and on the society.

SWOT analysis of Hilton Hotel
The micro factors are also an important factors
that imposes great impact on the decision making
of an organisation as it is important for the
business to know their capabilities and related
threats so that appropriate decisions can be made.
The SWOT analysis framework provides Hilton
hotel an opportunity to identify its internal
strengths and weaknesses along with knowing
their opportunities and threats existing in the
external environment so that the most beneficial
and profitable decisions should be made which
makes the organisation more sustainable and
direct it towards the path of success and growth.
The SWOT analysis of Hilton hotel is as follows:

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Strength Weakness
The most significant strength of
Hilton hotel is its diversify business
and the level of accessibility it has
over the world through its numerous
hotels and restaurant change. Its
worldwide presence and accessibility
makes it a market leader and
imposing a strong image in front of
other competitors in the market.
The weakness of the organisation is
most specifically is the seasonality of
the business Because some regions the
business is diversity affected due to
seasons and climatic changes taking
place.

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Opportunity Threat
The great opportunity which is very
beneficial for businesses belonging to
different industries is e-commerce and
digitalization. Advancement in technology
is brought a huge opportunity for
hospitality sector and it is a great chance
for Hilton hotel to enhance their
accessibility and service standards more
with the help of using highest technology
and the most updated digital tools for
conducting several activities such as
marketing sales and handling customer
queries and related problems.
The most imposing threat in the current
scenario for Hilton hotel the consequences
which is brought by BREXIT that are
currently affecting the business and also
going to be affecting it for the longer period
of time in future as well.

Current Trends of Hospitality Industry
The current environment of hospitality sector
in different economics is fluctuating and
rapidly changing and predicting them is very
difficult for businesses. The trends in business
a hospitality business are dynamic which are
due to several different factors making it
important for entity to keep a track of them for
better growth and sustainability in the
marketplace. The current potential trends of
hospitality sector which is affecting Hilton
hotel are as follows:

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Increasing use of digital technology and
marketing is the new emerging trend in the
hospitality sector as updating technology
brought a huge opportunity for the businesses
for conducting their marketing and other
operational activity with the help of digital
tools in just few clicks. Nowadays people
focus towards their comforts and which
directed towards digital technology and its
vast usage. The digital platform provides
hospitality businesses the ability to conduct
their marketing activities with the help of
social media and also enhance their sales by
making online booking.

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Healthy and organic food and drink is
another very fast emerging Trend as people
nowadays are more concerned and focused
towards their health ignoring any fast food or
beverages which are causing and drinking
negative impacts on their body externally and
internally. People nowadays are moving their
attention towards more healthy and organic
food and beverages rather than eating all the
junk food. Customers prefer more food and
beverages which are healthy developed with
healthy ingredients such as gluten free dairy
free low-fat Vegan and organic options.

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Sustainability is the third most emerging
trend in the hospitality sector as the increasing
concern of people towards environment and
the environmental issues. It is people’s desire
that they know all about the practices in which
a hospitality business is engagement and if
they are behaving ethically or not.
Sustainability is one of the most rapidly
emerging Trends in the hospitality sector and
it is most noticeable as the hospitality
businesses are promoting themselves as eco-
friendly causing less destructions to the
economy and to the society.

Conclusion
The above presentation concludes that the hospitality industry is the major sector contribute in the
large part towards the economy of different countries either national or International. There are
several different sectors belongs to the hospitality businesses offering numerous products and
services to the customers according to their needs and desires satisfying their preferences and
fulfilling their experiences with the most happy memories and curated services. The hospitality
industry and the business belonging to it are affected with micro and macro factors where their
decision making are also impacted making a continuous force on the management to consider these
factors and accordingly make their decisions for sustaining and growing the organisation in the
marketplace. Moreover, there are few current trends which are also highlighted in the report that have
and holes appropriate impact on the hospitality businesses in the present and in the future as well.

References
Books and Journals
Lee, L. and Madera, J. M., 2019. A systematic literature review of emotional labor research from the
hospitality and tourism literature. International Journal of Contemporary Hospitality Management.
Farmaki, A., 2019. Corporate social responsibility in hotels: a stakeholder approach. International
Journal of Contemporary Hospitality Management.
Ohunakin, F. and et. al., 2019. Employees’ retention in Nigeria’s hospitality industry: The role of
transformational leadership style and job satisfaction. Journal of Human Resources in Hospitality &
Tourism. 18(4). pp.441-470.
Online:
Hospitality Trends: The Latest Trends in The Hospitality Industry, 2020. [Online] Available Through:
<https://www.revfine.com/hospitality-trends//>
Top Hospitality Trends and Predictions for 2020, 2020. [Online] Available Through: <
https://businessblog.trivago.com/hospitality-trends-2020//>

Thank You