Contemporary Hospitality Industry Analysis: Whitbread and Trends

This report provides a comprehensive analysis of the contemporary hospitality industry, focusing on Whitbread as a case study. It begins with an introduction outlining the significance of the hospitality sector in the current business environment. The report then applies PESTLE analysis to assess the external factors impacting Whitbread, considering political, economic, social, technological, environmental, and legal influences. Following this, a SWOT analysis is conducted to evaluate Whitbread's internal strengths and weaknesses, alongside external opportunities and threats. The report further examines current and potential trends within the industry, such as social media marketing and artificial intelligence, and assesses their implications for the business. It also evaluates how external factors, including competition and technological advancements, influence these trends. The conclusion summarizes the key findings and emphasizes the importance of market awareness for enhancing productivity and profitability. The report includes a detailed list of references, comprising books and journal articles, to support its analysis.

Contemporary
Hospitality Industry

TABLE OF CONTENT
• INTRODUCTION
• PESTLE Analysis factors of Whitbread
• SWOT analysis for a hospitality business
implications of current and potential trends
• evaluation of ability of chosen hospitality business
• Evaluation of how external factors impact on current and potential
trends
• Conclusion
• References

INTRODUCTION
Hospitality industry is a wider and broader business sector which
consists of different types of areas and accordingly they provide
services as well as to the consumer and guests. UK hospital industry
has been involved with the time period and providing diversified
services traveller’s people from other places (Arun, 2020). Main
purpose of this report is to understand the importance and
contribution of hospitality industry within the contemporary
business environment. Best Western Hotel, which is the largest
multinational Hotel Corporation located in United Kingdom. The
hotel chain includes and has number of hotels as well as resource
such as Best Western Plus, World Hotels Luxury etc. They provide
number of services at different locations with different prices with
proper consideration of culture region and people taste as well as
preferences. This report comprises of frameworks like swot and
PESTEL analysis and their implication of current and potential
trends have been briefly explained.

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PESTLE Analysis factors of Best Western Hotel
It is a kind of framework which is used by an organisation to determine
external factor which directly affect the overall organisational structure
of business. It includes several components which are discussed below-
• Political factor- This is the element in which it comprises of
different factors like environmental law or labour of foreign trade
policies and many more. In consideration of selected hotel they have
been also affected by these factors because due to impact of brexit it
is becoming difficult for them to change their business structure and
expand it in other countries
• Economic- Economic factor is one in which it focuses on tariff and
non-tariff, inflation of deflation rates etc. In context of Best Western
Hotels, due to changing economic policies because of covid-19 Hotel
is unable to increase their business profit and provide jobs to other
people.

PESTEL Framework

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• Social factor- It consists of elements like behaviour, taste,
attitude, preference, location, region etc. In reference of chosen
hotel, this has been analysed that customers taste and
preferences changes with time period and due to large number
of alternative option available in hotel industry it is not easy for
selected hotel to engage with audience
• Technological- Technological factor comprises of use of
technology advanced software and hardware applications tools
etc. Business using technology special in hotel industry
effective management systems and different applications are
being used to protect the data of customers. So, in chosen hotel
company they have to adapt to advance technology but properly
collecting information within market so that new technologies
are going well adjusted in management.

Social and technological factor

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• Environmental- Environmental factor for those which focuses
on waste management, utilisation of resources etc. In
viewpoint of selected hotel, this is critically analysed to that
they are focusing on reducing the emission by 20% next 3
years.
• Legal- Legal factors of those which focuses on rules
regulations guidelines policies and many more. In
consideration of Best Western Hotel, it is specified that de
carry on their activities by properly following government
rules and regulation due to which they have Goodwill in
market.

Discuss SWOT analysis for a hospitality business
• It is another type of a framework and tool utilised by
enterprises with the purpose of analysing their internal
capabilities. It consists of different elements which are
strength, weakness, opportunities and threats. It is further
explained below-
• Strength
• Main strength of Best Western Hotel is that they have a skilled
and talented employees with different religion and culture due
to which it is easy for hotel to provide better services and fulfil
the needs and demands of customers.
• Strength they have owned number of hotels and resorts which
reflects their strong financial condition in hotel industry.

SWOT Analysis