Leading Change in Hospitality: Hilton and Marriott Analysis Report

This report provides a comprehensive analysis of change management within the hospitality industry, focusing on two major players: Hilton and Marriott. It begins with an introduction to change management principles, emphasizing the importance of adaptation in response to internal and external pressures. The report then compares the two companies, examining how changes impact their strategies and operations, including product offerings, pricing, place, promotions, people, processes, and physical evidence. The report also assesses the drivers for change, both internal and external, and evaluates their influence on leadership, team dynamics, and individual behavior. Furthermore, it explores measures to mitigate the negative impacts of change and identifies barriers to change, considering their influence on leadership decision-making. The report concludes by applying various leadership approaches to address organizational changes and providing a detailed comparison of change management strategies employed by Hilton and Marriott, offering insights into their successes and challenges in navigating a dynamic business environment.

Understanding and Leading
Change

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Comparing different organisations and major impact of change on strategy and operations1
M1 Assess the different drivers for change............................................................................4
TASK 2............................................................................................................................................5
P2 Evaluate ways in which internal and external drivers affects leadership, team and
individual behaviour...............................................................................................................5
P3 Evaluate measures which minimise the negative impacts of change................................7
M2 Change management model.............................................................................................8
TASK 3............................................................................................................................................8
P4 Different barriers for change and how they influence leadership decision-making.........8
TASK 4..........................................................................................................................................10
P5 Apply different leadership approaches for dealing with changes in the organisation....10
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
Change management may be considered as the process to stimulate several resistance and
provide various kinds of challenges including habits, beliefs, behaviours and many more. There
should be required discipline so that changes can be adopted. This will support in preparing
individual and give proper guidelines that how to adopt, equip, prepare and accept several
challenges for the purpose of accomplishing set targets or goals. Understanding and leading
change is essential that supports in preparing individual to face the challenges or problems and
find appropriate solutions (Alkahtani, 2011). This report will define about two different firms as
Hilton and Marriott which deals in hospitality industry worldwide. It will compare these firms
for analysing impacts of changes on strategies and operations. Internal and external changes
affect leadership, team and individual behaviour within the firms also will be discussed. In this, it
evaluates measures to minimise negative impacts of changes. Some barriers of change are also
determined that influence on leaders decisions-making process for organisation and apply
different leadership approaches for dealing with several changes in range of business firm.
TASK 1
P1 Comparing different organisations and major impact of change on strategy and operations
Change management is essential for the organisation to deal with several challenges and
environmental elements for surviving in the market place in an appropriate manner. In this
included several components such as organisational culture, policies, various rules or regulations,
codes of conducts and company's structure that influence due to occurrence of changes. All these
depend on the environmental changes which have major impacts on the business strategies and
operations. There must be required to undertake changes and prepare individuals for acceptances
or adaptation so that company can accomplish predetermined goals or objectives in an
appropriate manner (Anderson and Anderson, 2010). Company focuses on formulating
appropriate plans or strategies for the purpose of running the organisation in any situation. It is
necessary to make favourable decisions regarding firm that how to accept changes or face
challenges to survive effectively in the business environment.
Marriott and Hilton both are the biggest brands which are leading hospitality industries in
the international market. There are several industries or organisations who are giving such
facilities and dealing in hotel sector at global level. Therefore, it is necessary to consider the
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tough competitions and make appropriate strategies or plans for achieving target market in more
efficient manner. These are requires for making good positions in the market as many of firms
try to increase their goodwill and markets share among competitors. Both hotels have good
positions and market image because they focus on managing or maintaining brand reputations by
adopting suitable strategies or making action plans as well.
Hilton Hotels & Resorts:
It is a global brand and most famous firm which provides number of services regarding
hotels as well as resorts to the customers. This was founded by Conrad Hilton in the year of 1919
and now it has more than 570 Hilton hotels & resorts in around 85 countries. Various properties
are owned, managed and franchised to operators by Hilton. They targeted at both businesses and
leisure travellers by considering important locations such as new airports, popular destinations,
conventions centres and major cities around the world (Bingham and Main, 2010).
Marriott international Hotel:
It is an American multinational diversified organisation that deals in the hospitality
company. This firm also has good reputations in the market and they manage, franchise huge
portfolio of lodges and hotels facilities. It was founded by J. Willard Marriott and now it is
leading by his son name Bill Marriott who is chairman. It’s headquartered in Bethesda, Maryland
and has more than 6500 properties in around 127 countries in the world. Marriott was listed in
100 top best companies and ranked 33 on fortune. There are around 177000 employees working
in this organisation. According to recent data, it has generated revenues approximately US $
22.894 billion.
Hence, both have strong market image and deals in hospitality sector at the global level.
They always focus on increasing brand values among competitors by considering several
changes that occur in the market. It is very necessary to achieve predetermined goals or
objectives by formulating appropriate strategies and take corrective actions so that company can
survive among tough competition (Branson, 2010). They both try to get succeed with adopting
numbers of changes and use effective tools or techniques for better services such as quality food,
luxury rooms, clean environment, staff service and many more. This will support in attracting
more customers towards hotels. There are defined some comparison between Marriott and Hilton
such as:
Strategies Marriott Hilton
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Products It is very famous firm and known as
luxury hotel chain in the world. They
have divided its services into 3 major
parts such as core, actual and
augmented. Organisation is giving
number of services including hotel,
hospitality management, resorts and
lodges etc. they are offering luxury
services to the customers. For
example, Hotel Marriott monitored
their services and adopt best
products due to increasing
competition.
This hotel is offering number of
services in the market for attracting
huge customers towards
organisation such as child care,
laundry, babysitting, wake up call,
boutiques, currency exchange,
travel desk, florist and maid
services etc. for example, Hilton
made decisions to modify the
services due to losing customers
loyalty as per changing
environment.
Price Hotel Marriott is focusing on making
better strategies regarding pricing
which depends on hotels services,
customers as well as locations. They
use competitive strategies for prices
and change this as per the situations.
For example, customers was
diverting to the other competitors
and Marriott was facing economic
crises as decreasing profitability so
they took action and reduce costs on
booking any room in the Hotel.
This hotel is also consider the price
strategy that charges as per the
facilities. Their starting price of
hotel services are 5,500 to 3,00,00
and vary according to hotel
(Brown, 2012). the example of
Hilton is that they adopted best
pricing strategies as fluctuate
prices according to seasons,
environment and competitors. This
support in attracts huge audiences
towards firm.
Place There are various location or
countries in which Marriott
established. At least more than 120
countries across the world. They
focus on particular locations such as
They also serving hospitality
services across the country and
number of locations bys
considering customers
requirements or needs. They focus
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near airports, highways and central
market etc. They are trying to
capture international market so the
strategy is that expand business at
different places or countries.
on metropolitan cities, business
hubs and tourists places as well.
Hilton believes in increasing brand
values and market share so they
focus on reaching at potential
customers.
Promotions Hotel Marriott is using digital
technologies for promotion so that
huge customers can be make aware
and attracts them to get services from
this firm (Carrington, Deppeler and
Moss, 2010). for example, Marriott
has adopted best tools because they
were decreasing their reputations and
many of competitors were taking
place so they decided to use best
methods for increasing demands.
Hilton use advanced tools or
techniques for promoting
particulars services and hotel by
considering internet, media,
newspapers, television, billboards,
websites and direct mail. Social
media is best source for promotion
in modern era. The best example is
that Hilton took action for adopting
promotional tools for promoting
their products or services in the
international market. This
supported in generating demands
and profits as well.
People They focus on making appropriate
strategies for people so that targets or
goals can bes achieved in an
effective manner. Hotel staff play
vital role in gaining trust of
customers by providing several
services to them. Manager provide
proper training and motivate to staff
members for getting success. Hotel
Marriott was facing labour turnover
Hilton also focus on providing
better training and development of
people so that they can work in an
effective manner. Their staffs
deliver better services and facilities
to clients so that they can be
attracted and satisfied their needs
or wants (Doppelt, 2017). for
example, they face the situation of
decreasing productivity due to lack
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due to lack of motivation and poor
leadership so it was difficult to form
a proper team and create workforce.
They make appropriate decisions and
improve the leadership quality to
motivate employees.
of training and development. The
another reason was improper
communication skills so they made
decisions and adopted best method
of communication for better
interaction among people.
Process This firm has its own process for
providing services to the customers.
They focus on quality of services,
effective booking facilities, and
make customers feel comfortable by
giving such facilities. For example,
They have modified their process of
services providing and consider
appropriate staff for this purpose.
They treats with customers in more
efficient manner as their strategy is
to consider the customers desired
needs or expectations of customers.
For example, they use the
procedures according to the
customers or any situations so that
they can achieve competitive
advantages.
Physical evidence Marriott formulate strategies and
take actions for giving tangible or
intangible services. they consider the
satisfaction level of clients so it is
the duty of Marriott that to provide
some basic objects such as towels,
booklets, pens, clean environment
and soaps etc.
Hilton also provide various
components for satisfying
customers needs and wants. For
example, they prefer safe and
secure climate, cleanness, water
purifiers, dining rooms, soaps,
shampoo and towels and many
more.
M1 Assess the different drivers for change
In this defined number of factors which can be beneficial for accepting number of
changes and provide better services to the customers so that they can be attracted towards hotel
industry (Fagerström and Salmela, 2010). Factors are related with environmental changes that
can affects on business operations in several ways. In this included employees behaviours,
attitudes, decision-making process and other activities that depends on the situations. These all
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are beyond the control but manager can manage this in an effective manner. In the hospitality
industries, there are number of factors that drive several changes such as internal and externals.
In external forces included political, social, economic and technologies that support in making
effective policies, procedures and bring changes within an organisation. These are as following:
 Political: Government formulates several rules, regulations and policies that every
organisations must follow for running their business. Marriott focus on such regulations
and modify their norms or code of conducts so that political factors can be overcome in
well manner.
 Economical: this is another way to bring changes as Hotel can make their pricing
decisions with the help of analysing economic conditions of country. In this included Tax
rate, GDP, exchange rates and many more that can affects company's profitability and
productivity as well.
 Social: Hotel consider people choices, behaviours and current trends that affects on the
consumer decisions making process so that they can undertake effective changes for
running organisation.
 Technological: Technologies are introducing day by day so it is necessary to adopt new
advanced technologies to make operations smooth. Hotel Marriott also try to make their
work more easy so that they can provide effective services and satisfy them.
D1 Draw a conclusion and recommendations with valid justifications
After analysing change system and its importance, it can be concluded that it play vital
role in every organisation as they can attain predetermined goals or objectives in limited time
period with the helps of adopting several changes and new ideas as well. Therefore, Hotel
Marriott requires to undertake some strategies as per the changes which will support in removing
or protecting from negative factors. It included internal and external which affects on the
business organisation. Hotel Marriott should make appropriate decisions and action plans
regarding bringing changes which essential in attaining goals or objectives in well manner.
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TASK 2
P2 Evaluate ways in which internal and external drivers affects leadership, team and individual
behaviour
Leadership may be concern with qualities and abilities to influence the human behaviours
for getting work done an d achieve predetermined goals or objectives. Every organisation focus
on leadership styles and approaches for achieving set goals or targets with limited time period.
Leaders or manager always try to give right path and provide better guidelines towards attaining
goals or objectives in more effective manner (Fullan, 2014). It must be required to consider the
leadership styles or approaches for enhancing growth and accomplish particular goals in better
ways.
Marriott is an American multinational hospitality organisation that provides various
facilities or services regarding hotels, restaurants, and lodges etc. this is very famous
organisation that deals in hotel industry and serve number of services to the clients for satisfying
their needs or wants in more appropriate manner. They considered the effective facilities such as
luxury rooms, wash rooms, clean environment, good infrastructure and various things that are
necessary to increase level of satisfaction of consumers. Leaders play an important role in
formulating best strategies and adopt tools or techniques according to environment situations so
that company can achieve business goals or objectives in well manner.
Internal factors:
Internal forces are those that have direct impacts on the organisational operations and it
effects inside of the firm. It included company structure, rules or regulations, system, events and
systems that influence by such factors. There are several components that related with internal
environment of the organisation including vision, missions statements, cultures and leadership
styles and many others. It must be require to make better decisions and adopt best strategies so
that these factors can be managed or controlled (Hallinger and Heck, 2011). These can impacts
on business activities, performance, and decision-making process and employees behaviours etc.
SWOT analysis for defining the impacts on internal environment such as:
Strengths Weaknesses
Leadership style is very necessary for
achieving business success in an effective
In this defined some weak points of the
Marriott that they have to provide effective
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manner. Every organisation focus on
formulating business strategies and make
effective plan so that critical situations can be
handled. There should be requires to motivate
every individual and boost their moral for
increasing productivity in highest level. It will
support in increasing confidence level and
work for accomplishing targets (Malenfant,
2010).
training and development programs to every
employees so that they can improve their
performances and focus on achieving task in an
effective ways. There is requires appropriate
coordination among people so that goals can
be achieved in well manner.
Threats Opportunities
There is requires an appropriate structure
because it is very difficult to formulate such
organisation culture and create it in better
manner.
There are several opportunities for the firms
regarding achieving business goals or
objectives as well as competitive advantages.
External Factors:
External environment have major impacts on the business performance and its activities .
Factors can occur outside the organisation and influence to the firm. These forces are beyond
control of management. In this included various elements such as competitors, technologies,
customers, political and many more which affects on the business in several ways. There are
define some external factors such as:
Political factors: In this included number of aspects such as rules, regulations, tax rates,
legal legislations and laws that can affects on the business decisions due to legal issues.
Government formulates such policies so they can change these as per the requirements.
Economical factors: It also affects on the business operations because it associated with
fluctuations of economy, GDP, growth rates etc. that have major impacts on the business
operations. It is necessary to formulate effective strategies that effects on the individual,
leadership and teams as well (Parsons and Cornett, 2011).
Social factors: changes can be occur in the social people including their behaviours,
attitudes, customers choices, trends, and preferences that affects on the production process as
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company requires to formulate strategies and conduct market survey or research for analysing
demands of people. It dynamic in nature so can be affects on the leadership and team as well.
Technologies factors: There are number of new technologies and innovation launching
because of environmental changes so it can be affects on the production of goods and services.
therefore, it is necessary for considering the innovative and advanced technologies by the hotel
Marriott for achieving set targets or goals in an effective manner.
P3 Evaluate measures which minimise the negative impacts of change
In the present world, every firm is trying to adopt best techniques and changes to survive
in the competitive environment. They try to increase market shares best possible results or
outcomes by running business operations so that predetermined goals or objectives can be
achieved. Therefore, Marriott is trying to considering these methods or technologies so that
negative impacts can be minimised (Salmela, Eriksson and Fagerström, 2012). It is necessary to
adopt some important changes so that negative factors can remove. Marriott focus on several
measure that will support in reducing the negative aspects or effects on the business operations
as well. These are as following:
Training: It is an essential to accept and adopt number of changes so that company can
run its business in an appropriate manner. In this requires proper leadership styles as well as
approaches that will support in managing workforce and motivate to every individuals towards
achieving set objectives. Marriott Hotel also focus on providing appropriate training and learning
sessions that are very important for treating customers in well manner. They teach to staff
members that how to handle clients problems and make them feel more relax or good with
effectively.
Research and Development: In this consider a proper study and environment analysis
that are require for making better decisions and provide appropriate products or services to the
customers in well manner. Marriott also conduct such study to identify customers needs or wants
and also analyse their desired expectations so that better goods and services can be provided to
them. It includes market trends, competitors, customers and preferences regarding any hotel
services.
Technologies: It is another aspects of measurements which is an essential for analysing
the environment and define appropriate conditions or situations so that company can adopt such
changes in smooth manner. Marriott always focus on adopting innovative ideas and various
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advance technologies so that better services can be provided. It will support in reducing several
expenses as well as costs by using new technologies and utilise available resources in an
effective way.
Manage the relationship with people: It is necessary to manage or maintain the relations
among every individual so that they will feel motivated and valued person within an
organisation. It is very beneficial in removing the negative impacts and ready to accept such
changes so that goals can be achieved.
M2 Change management model
In this defined that Marriott is using the Lewin's Change model accepting the various
changes so that it also support in managing or maintaining the business operations in an effective
ways. In this model, it included three stages such as unfreezing, change and refreeze. Unfreeze
helps in realising the particular change and its requirements within the firm. Next step is consider
as the changes which is requires for further stage (Suchman, 2011). Refreeze is a last phase in
which company can feedbacks from the employees regarding changes that should be in positive
manner. Change must be required in every industries because it depends on the environmental
factors that drives several changes and helps in surviving from complex situations as well. Hotel
Marriott can undertake such change model for bringing positive changes and make healthy
environment within firm.
Lewin's Change Model:
Unfreezing: It is the first phase where organisation decide to take step for adopting some
changes. This is necessary to implement various business policies and procedures before plan
executions which is known as Unfreezing stage.
Changing: In this phase, organisations are ready to move for further changes and
prepared to accept as well as adopt changes within organisation. It is very important to
understand the several changes and its effects on the business.
Refreezing: It is last phase where organisation review the performance and its results
after changing the system.
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TASK 3
P4 Different barriers for change and how they influence leadership decision-making
There are number of changes occurs which have positive and negative affects on the
business firms. They are requires to accept and make appropriate strategies for achieving
competitive advantages in an effective manner. Changes always brings many of challenges
whenever occur within the firm. They can be create various barriers or conflicts while running an
organisation. Therefore , every organisation needs to focus and consider the changes which will
helps in bringing effectiveness so that company can make its work more easy and effective with
the help of changes. Marriott hotel also should consider such as things and try to attracts huge
audiences towards firm. It is difficult to face such kinds of problems that can be arise while
operating or running the business organisation. These can influence on the leadership decision-
making and these are as following:
Improper communication: This is a major factors which have direct impacts on business
performance and productivity because of lack of communication. Therefore, company always
consider the communication process for providing informations to the employees in more
efficient manner. It is the duty of leaders or manager that to provide proper information
regarding business decisions, rules, regulations and policies so that they will be aware and try to
achieve set goals or targets with acceptances of changes.
Lack of employee's involvement: This is another reason behind barriers that company
generally does this mistakes and do not involve other employees while making decisions.
Therefore, it is major responsibility of the manager that allows to every employees during
business decisions and take corrective actions in well manner. This can be create barriers or
conflicts while accepting any changes or facing any changes at the working place.
Organisational cultural planning: There should be require to have better organisation
and effective environment so that business goals or objectives can be achieved. It is very
necessary to form an appropriate culture or structure of the organisation which will support in
boosting employees morale and motivate them to work hard so that company will able to getting
success (Thomas, 2013).
There is defined Force Field Analysis that helps in identifying the barriers and find
appropriate solutions in an effective manner such as:
Force Field Analysis:
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Step 1. Proposal for change: This is the first phase in which barriers or conflicts are identified
including changing culture as well as environmental factors. These can be create complexities
while understanding the change systems in the organisation.
Step 2. Identifies change forces: It is further step where Marriott can identify the particular
reason behind the barriers which occurred during business running. They take responsibility to
reduce these conflicts with the help of adoption of strategies as well as several tools or
techniques to develop business.
Step 3. Identify factors against changes: In this identify the major mistake such as do not
involve employees while making decisions. It can be create complex situations when accept the
change. Employees may feel scary to adopt such changes.
Step 4. Assign scores: In this requires that management should focus adopting changes and
ensure about healthy relationship among employees so that better outcomes can be achieved.
This is an essential to achieve success by reducing communication barriers.
Step 5. Analysing and applying: In this ensure about the positive or better working environment
which is necessary to achieve business goals or objectives in well manner.
M3: Use force field analysis to analyse the driving and resisting forces and show how they
influence decision-making
This model is supportive in adopting changes and making business plans in well manner
so that particular goals or objectives can be achieved. Organisation can consider this for
increasings growth and generate revenues. In this consider Force Field Analysis that helps in
providing better ideas, techniques and specific plans for the purpose of running an organisation
in an appropriate manner. There are various steps included in this model that have explained
above.
D2: Critically evaluate the use of force field analysis in the context of meeting organisational
objectives
In this defined that Force Field Analysis model is suitable which helps in bringing
effectiveness within the organisation and make several changes in well manner. Many of
companies use this for effective changes and make appropriate decisions so that they can achieve
defined goals or objectives in an appropriated manner.
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TASK 4
P5 Apply different leadership approaches for dealing with changes in the organisation
Leadership approaches can be described as those techniques or methods that are utilised
by leaders to lead other people effectively as well as efficiently. Various kinds if modifications
are observed in current scenario of changing trends of market. It is necessary to adopt new
fashion and provide desired product or services to customers by Hotel Marriott. Some of these
leadership styles which are usually use by leaders are given below:
Autocratic style :- This can be defined as an approach which is centred to boss that
means every authority or rights to make any decision should be of superiors only. In such kind of
leadership style, employees have to just follow the orders and indications of their boss to achieve
desired targets in Hotel Marriott.
Democratic style :- In this style of leadership, staff members also have special role in
making effective decisions about any aspect of company. Hotel Marriott may apply this
technique so that employees solve some of minor problems without wasting time and remove
such threats immediately to render accurate service to people (Thomas, 2013).
Laissez-Faire style :- This method includes to give some of authority to employees for
building an effective decisions for improving their productivity or profitability. Hotel Marriott
may apply this technique as per suitability but it is not much effective and satisfying
management approach.
Transformational style :- It basically facilitate to introduce new change in strategies or
skills of employees to make their performance better in terms of knowledge and outcomes on
regular basis. Hotel Marriott can apply this method as it provide support to achieve personal as
well as professional growth in career.
Transactional style :- It based on policy of maintaining standards of organisation in
terms of providing rewards to employees, exchange procedures of manufacturing and so on. It
includes to first clear about expectations of sub- ordinates and provide appropriate favour to
them. This will help to improve their performance which are helpful to achieve desired targets of
Hotel Marriott (Salmela, Eriksson and Fagerström, 2012).
The above mentioned leadership styles have their own benefits in several circumstances
and conditions of an enterprise. These approaches have to observe and analyse their impacts in
terms to determine that it is suitable or not.
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M4: Evaluate the extent to which leadership approaches can deliver organisational change
effectively applying appropriate models and frameworks
For the successful organisation, there is needed to adopt changes and accept challenges
which can occur while running business operations because several situations can be created and
affected on the business that known as employees working approach. Therefore, firms requires to
consider various kinds of leadership theories and models including situational, contingency and
system theory as well. These are helpful in making various kinds of changes in the leaders
behaviours and their attitudes regarding organisational goals or objectives.
D3: Critically evaluate the effectiveness of leadership approaches and models of change
management
It defines that changes must be required for every organisation because it helps in
bringing various opportunities and chances to increasing productivity and profitability while
running organisation and its functions in well manner. As per the Kotter's Model is very
supportive for large firms as it help in achieving competitive advantages in an effective manner.
CONCLUSION
From the above report, it has been concluded that change management is an essential tool
for every business firm that helps in accepting and adopting these changes in an effective way. In
this consist a system regarding changes with including policies or procedures. These all depends
on the environmental aspects or factors that can affects on the business operations. There are two
major factors such as internal or external which can influence on decisions regarding business
activities and functions as well.
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