Contemporary Hospitality Industry: Marriott International Case Study

Desklib provides past papers and solved assignments for students. This report analyzes the contemporary hospitality industry, focusing on Marriott International.

THE CONTEMPORARY HOSPITALITY
INDUSTRY

Table of Contents
TASK-B...........................................................................................................................................3
INTRODUCTION.......................................................................................................................3
FOUR DIFFERENT EMPLOYMENT ROLES IN MARRIOTT INTERNATIONAL.............3
SKILLS REQUIRED FOR THE EMPLOYMENT ROLE WITHING HOSPITALITY
INDUSTRY.................................................................................................................................5
TASK-C...........................................................................................................................................9
PESTLE ANALYSIS OF MARRIOTT INTERNATIONAL.....................................................9
SWOT ANALYSIS OF MARRIOTT INTERNATIONAL......................................................11
EXTERNAL FACTORS AND POTENTIAL TRENDS THAT AFFECT THE
DEVELOPMENT OF HOSPITALITY INDUSTRY................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

TASK-B
INTRODUCTION
The hospitality industry is an extensive category of fields. This industry provides many services
such as food and drink services, lodging, event planning, transportation, travelling, theme parks,
cruise line and many other additional fields confines of tourism industries.
This industry totally depends on the availableness of spare or inactivity time and obtainable
income. There are units of hospitality such as hotel, restaurant, or delighted or entertainment
parks that includes various groups like direct operations and facility maintenance (housekeepers,
porters, servers, bartenders, kitchen, workers, human resource, management, marketing, etc.).
Marriott International is a leading lodging company based in Bethesda, Maryland, USA.
Originated in Washington, D.C. in 1927 by J. Willard and Alice S. Marriott. Marriott is having
properties more than 3700 in 73 countries and territories, this company operates under 15 brands
and around 300,000 employees are working at headquarters and other offices (Marriott, 2019).
The core values of Marriott have made them the leading company. Their beliefs have made them
grow and change from many years such as putting people at first, embracing change, pursuing
excellence, acting with honour or honest and serving the world. Pursuing carrier in Marriott
means a part of proud history and prospers culture (LinkedIn, 2019).
Diversity and inclusion have valued by Marriott, since 1927. The happiness of associates is the
foundation to build the wellbeing, differences in embracing are very unfavourable for the success
of Marriott as it is the largest hospitality company in the globe. Inclusion and diversity is the
foundation of their core values and business strategic goals. It is in the company's DNA that
putting the care of people and their wellbeing above all it is the most precious racial inheritance
of the company. Marriott recognized three pillars for wellbeing’s of associates- we all need to
feel good about ourselves, the workplace, and about the role of a company in the society. This
take care movement foundation will continue to give their commitment first to their people and
will make sure that this legacy will be kept by the future generation.
Marriott plays a critical role by taking most pressing social, economic and environmental issues.
To be the force for good, they have unique opportunities and global responsibilities (Wong and
Wickham, 2015). According to 2025 sustainability and social impact goals along with UN
sustainable development goals Marriott has committed to generating positivity and supportable
impact at every place they have a business.

FOUR DIFFERENT EMPLOYMENT ROLES IN MARRIOTT
INTERNATIONAL
Marriott is providing opportunities that can change the future of employers. There are many
opportunities for a great career is available that will enable great adventure in the career of
workers.
1. HOSTS- hosts are the living personifications of Marriott hotels, they help the guests to
evocation their hotel at home with them (Marriott, 2019). Hosts include in Marriott are-
 front desk
 Bellman
 concierge
 event management
 Retail and gift shop.
2. THE ARTISTS- to feed their inspiration that has various career paths. Including the
bartending, culinary arts, health and beauty, restaurant positions, and many more artistic
pursuits. This artistic positions in Marriott include-
 Food and beverages
 Culinary/cookery
 Entertainment and fitness
 Spa and recreation
 Landscaping
3. THE QUALITY KEEPERS- quality keepers know very well that how these small
countless details make a substantial impression on the guests or customer (LinkedIn,
2019). Marriott gives attention to very small details in the organization and takes care of
the work which can influence their position that can be reinforced as the world's major
hospitality company. The quality keepers in Marriott includes-
 Human resource
 Housekeeping
 Guest services operations
 Administrative
 Engineering and facilities.
4. THE PLANNERS- to keep the properties a step ahead from everyone Marriott has
planners to give leadership thought to be on top. To achieve personal success through the
opportunities to manage leaders through guiding and encouraging the team members. The
planners of Marriott includes-
 Operation manager

 General Manager
 Director of banquets
 Restaurant manager
 Director of finance
The growth of hospitality industries has promptly increased the foreign and domestic tourism
and business travel as well as demand for well-trained qualitative personnel. This industry gives
immense experience for management other than any profession (Marriott, 2019). Hospitality
industry also provides scopes for career opportunities within the country and abroad.
COMMON JOBS IN HOSPITALITY INDUSTRY
1. HOTEL MANAGERS- this job involves administration, supervision and coordination
with all other departments and also the complete control on financial terms.
2. THE FRONT OFFICE- this job includes providing information, making reservations for
a room and taking care of check-ins and check-out, parallel to this they perform the duties
of the personnel department of the company (Simmons, 2019).
3. FOOD AND BEVERAGES- this is the heart or core department of any hospitality
industry and this department is answerable to all the food that is served and prepared in
the hotel.
4. HOUSEKEEPING- this department has the main function of housekeeping that makes
sure that all the needs of the guests are met and everything is placed in proper order
according to the want.
5. MARKETING DEPARTMENT- marketing department always keep in touch with the
travel agents tour operators as well as with the corporate clients who can help the hotel to
sell the services and facilities, this department also handles the public relations and
advertisements of the hotel (Simmons, 2019).
(All about career, 2019)
SKILLS REQUIRED FOR THE EMPLOYMENT ROLE WITHING
HOSPITALITY INDUSTRY
This industry provides a large number of career options from hosting to cooking, to run a resort
or tourist centre, every industry wants to be successful but success depends on the qualities of
their employees which are needed by the employer and expected by every customer.
It was extremely rewarding to the part of the hospitality industry as there are plenty of
opportunities for career development it not only about serving the customers on a daily basis.
Every career has their negative and positive points but due to these ups and downs experience
will help the individual to get the valuable skills from the journey of his career (Doyle, 2019).

Availability of individual time and income makes the hospitality industry as a billion dollar
industry and people get leisure time and made their mood when employees of that company are
extremely good who can fulfil the expectations of customers and guests. So here are some skills
which need to be there in the roles of employment:
1. TEAMWORK- every hospitality industry needs and involves teamwork, to coordinate
with each other in work requires strong cooperation of the team. Example, I am a
restaurant manager and I need to work with my front office staff to make sure that
customers are happy with our services. In the kitchen, to make the food on time with
standard quality kitchen team needs to work together for the successful cooking. If there
is no teamwork, quality will remain below the expectations of the customers.
2. MULTI-TASKING- every day is different in the hospitality industry. So the impression
on customer varies on a daily basis. So the staff needs to work potentially high through
multi-tasking in order to satisfy the customers every day (Al-Zoubi and Alomari, 2017).
3. FLEXIBILITY- there should not be long working hours in hospitality for employees and
difficult shifts as they have to work even on holidays, therefore flexibility is needed in the
industry. Mostly the profitable time for hospitality companies is New Year and
Christmas. So the staff needs to remain flexible from their personal plans so that they can
work in this important period of business. To work on these difficult periods and shifts
employees get incentives such as bonus, extra holidays from company to encourage the
employees (Jobs central, 2019).
4. ATTENTION TO SMALL DETAILS- each and everything is judged by the customers in
the hospitality, therefore to maintain the rapport of the company everything needs to be
done according to the highest standards. So the instructions are given to every employee
from the first day of the job that attention to small details is the utmost priority. To
provide excellent services there is a high requirement of attention in every sector of a job.
5. INDUSTRY AWARENESS- working in hospitality industry definitely increases the
knowledge which is quite obvious, working in this industry will help the individual to
learn and gain knowledge from colleagues and helps in achieving targets with proper
procedure and standards. These are the skills which also helps the individual in further
life of his career.
6. TIME MANAGEMENT- to run smoothly, every restaurant or hotel needs to work in a
timely manner thus, the job needs to be completed at a time. Example, after the checkout
of previous occupant rooms, must be cleaned before new customer come as a new
customer can't wait for cleaning after his arrival. If the timings are not proper than the
hotel will definitely receive bad reviews from the customers (Al-Zoubi and Alomari,
2017).
7. COMMUNICATION- dismissive and rude behaviour of staff will not be entertained by
any customer; this bad approach will give a negative review to the hotel. Therefore, the
happiness of customers can only be ensured by good communication skills. It natural that
people don't feel confident in talking to strangers but in this case, the hospitality industry

helps the individual to develop excellent communication skills (Jobs central, 2019).
Meeting with customers on a daily basis, attending their queries and problems will help
the staff to refine their communication skills (Doyle, 2019).
8. INTERPERSONAL SKILLS- interpersonal skills are very essential in customer services
and it will be rehearsing on a daily basis while working at the hospitality industry. To
gain the interpersonal skills interacting with people is very necessary as these skills refer
to social skills such as, negotiation, creative thinking, empathy, listening, tolerance and
patience.
9. PROBLEM-SOLVING- this industry is customer oriented, hospitality staff requires to
attend the multiple queries and problems of customers every day. To deal effectively
with these issues staff needs to think quickly and rapidly in order to save time while
solving the problems of customers. This skill of quick and creative thinking will enable
the staff to save their time and utilize that time in some difficult work.
10. HAZARD AWARENESS- this skill is required by the staff when they are working in
some dangerous area like the kitchen. Health and safety measure and regulations must be
followed and known by every member of staff. These skills must be taught in the industry
such as "British safety council entry-level award in workplace hazard awareness" made
this skill necessary and adaptable over various industries.
11. COMMITMENT- a commitment to ensuring the satisfaction of the customer. Staff needs
to do all the willing things which are required to keep the customer happy that can
increase the business also. Customer dissatisfaction can be occurred due to lack in
commitment and uncompleted expectations by completing commitment staff can help in
repeating the positive business and maintain rapport of the company (Al-Zoubi and
Alomari, 2017).
12. ORGANISED- without any difficulty, the staff needs to be organized and multitask to
keep them self on top. This is the industry where staff should able to do various tasks at
the same time at all level; multiple responsibilities are shared by all the employees of
hospitality (Jobs central, 2019). Never knows when the situation will get difficult, a hotel
manager might handle the dissatisfied guest or negotiate with contractor of LEDs
company, might handle the injured staff of kitchen or trying to keep the smile on the face
of new customers or guest all these things can happen any day at any time every
employer should know to handle the workload by maintaining the satisfaction level of
each guest.
13. KNOWN TO COMPUTER- an employee of hospitality should have good computer
skills and they must be highly familiar with updated technologies of the industries which
are being used.
14. ENTHUSIASM- staff should have the enthusiasm to complete their work and
responsibility of their job in the best possible manner. They must capable of giving the
best experience to their available customers.
15. LEADERSHIP- staff should have command on their project and strong leadership skills
to make a vital contribution to the success of the industry.

16. KNOWLEDGEABLE OF HYGIENE ISSUES- employees are working at a place where
people are spending their quality time so there must be the application of hygiene as they
are involved in food serving and other important things.

TASK-C
PESTLE ANALYSIS OF MARRIOTT INTERNATIONAL
Marriott hotel is one of the most prominent and largest hotels in the world, it operates around
4200 hotels in 79 countries.
The properties of the company operate in different 19 brands that include J.W. Marriott and Ritz-
Carlton. Company's property includes luxury, suits, apartment hotels and boutiques and also
resorts (Fern Fort University, 2019).
In 2015 Marriott having liabilities of 9.354 billion and they only get cash from operation 1.307
billion. Cost of all the hotel rooms that are added can be very risky. Surrounding of Marriott
justifies its growth. But important is what factors could affect the Marriott.
 POLITICAL FACTORS THAT CAN AFFECT MARRIOTT- the danger of international
relations, terrorism and political climate at popular tourist destinations are the major
factors of political which can affect the Marriott. The most threatening thing is the
military conflicts or terrorist attack that can scare the people from travelling especially
international air travels (Wong and Wickham, 2015).
There are so many such events like in July 2014 missile was fired from Ukraine that
downs the Malaysian Airlines flight MH17 and attacks in 2001 has increased the tensions
and aggressiveness of terrorist organizations for this such events are made for the future.
The demand for hotel rooms can be decreased due to fall in air travel.
Another scaring thing is that terrorists can attack the hotels directly and tourist sites that
are very dangerous for Marriott. In June 2015 it was proved that terrorists are targeting
hotels and tourist's sites as 39 people or tourist were killed at hotel beach in Tunisia.
These attacks are very scary and in order to secure the guests, Marriott needs to increase
the measures for safety and security which will increase the cost of Marriott.
 ECONOMIC FACTORS THAT MAY DAMAGE MARRIOTT'S BUSINESS- the major
factors that affect the Marriott business are the continuing turmoil of the economy in
Europe and slow down of economic growth in China. The power of buying and ability to
travel get reduced due to the economic crises in Europe and collapse stock market in
China. The business travels are most affected because this individual has tapered off for
travel and basically they give the major business to Marriott. High exchange rates of U.S
Dollar discourages the American to travel destination places like Las Vegas and U.S.
these high rates also discourages the business travellers. The major economic threat that
is for long-term is inequality in growing incomes and wages for the middle class is very
dull in united states that affect the ability of people to travel and stay at hotels.
 SOCIAL AND CULTURAL FACTORS THAT MAY INFLUENCE MARRIOTT
BUSINESS- in 2013 and 2014, it has been observed that there is 13% increment in

international travelling, people are planning to travel abroad that will be very good for the
future of Marriott. Most importantly the amount of travellers has been increased accruing
to Mashable, now people want to spend away from their home has an average increment
of $5,955 in 2013 and $5,136 in 2014. That means there are many people who are
spending their money in travelling. In 2014 it was observed that Australians people spent
most of their money on travelling which is interestingly very good that people are willing
to pay more on travelling (Fern Fort University, 2019.).
Changes in culture also impacting the Marriott as an increased number of Chinese and
Asians are travelling largely. With the growing population of united states and Europe,
there are positive signs to increase in demand for travelling experience in a family
packaged tour and luxury resorts that will be very beneficial for the hospitality industry.
 TECHNOLOGICAL FACTORS THAT MAY IMPACT MARRIOTT BUSINESS- hotel
businesses have a huge impact of technology in the form of online services such as rental,
Airbnb that enable the person to get the rental rooms or homes through travellers. There
is one threat for traditional hotel companies poses by Airbnb that it will reduce operating
costs that means they have to avoid the expenses of fire regulations and hotel taxes. This
will weaken the rates of hotel rooms in the markets (Wong and Wickham, 2015).
 LEGAL FACTORS THAT WILL AFFECT MARRIOTT FUTURE- the services status
like Airbnb this factor can affect the business of Marriott’s future. Different cities have
diverse authorities as New Orleans, New York and Barcelona have clear Airbnb and
hosts are there for violating zoning laws, health and safety regulations and hotel
regulations. There ar4e many cases where hosts have abused and criticized the Airbnb in
a various market in order to amount of illegal hotels. Lodging taxes are the major source
where the municipality can earn the revenue but Airbnb hosts don not pay lodging taxes
which is a major concern for them. Marriott is facing increased minimum wages in the
United States as the rates are $15 an in many schemes. This is increasing the labour cost
in Marriott and lowers the services.
 ENVIRONMENTAL FACTORS THAT MAY IMPACT MARRIOTT FUTURE- the
major environmental factor that is bothering the business of Marriott this day is higher
prices of fuel. Specifically for airlines, increased price of fuel may cause a threat to the
business of Marriott as it will reduce the demand for hotel rooms because of the reduction
in travel. Falling in the price of oil will reduce the travel cost and ultimately increase the
demand for hotel rooms that are quite obvious.
Environmental impact in long-term bases for Marriott can be higher prices of electricity
as the greenhouse gases are established by the strong efforts to limit the coal burnings in
power plants that will increase the cost of electricity for Marriott. Changes in climate can
also distress the business of Marriott as flooding resorts and rise in ocean levels or scary
to go on the beach because of storm creations. Too hot beach resorts are not that
comfortable for guests because of global warming, which may affect the business of
resorts and force them to relocate the hotels and resort according to comfort.

SWOT ANALYSIS OF MARRIOTT INTERNATIONAL
STRENGTH- it refers to the best things which enhance the scope of operation of an
organization. Which can give a competitive advantage to the business and the Marriott has some
following strengths that can give benefit to his business.
1. WAY OF MARRIOTT- the biggest strength of Marriott is the obedience towards their
strict rules and forms for operations. Top management has designed the custom of the
code of conduct which needs to be followed by every employee to the final detail
(Bogetić et al., 2015). All the policies of Marriott revolve around creativity and
resourcefulness.
2. PRESENCE ACROSS THE WORLD- Marriott has a huge presence internationally it
exist in 122 countries in the world and has 600 properties under it with 1.2 million rooms
for credit.
3. CONCENTRATION OF INNOVATION- to ensure the value of total money, Marriott is
centralized towards the creativity and innovation, this system and procedures unify the
commitment and revolution for the company.
4. DRIVE FOR COMPETITIVE ADVANTAGE- Marriott is one of the most competitive
brands in this hospitality business and this company is sustaining themselves for this
position continuously through regeneration of competition.
5. STRENGTH OF POSITIVITY- Marriott has experience failure many times which shakes
this company positively because of its failure they are able to uphill their tasks and their
brand. It the core strength that they successfully maintained their positive outlook to
failure which resulted in them in the successful brand in the world.
WEAKNESS- These are the areas where Marriott needs to improve itself in business. Key
weaknesses of Marriott are following-
1. UNRESTRICTED FOCUS ON EXPANSION- Marriott has a huge empire which is
impossible to maintain the standard, their aggressive expansion makes this company
weak. This resulted in reducing the brand value of Marriott.
2. OVER FOCUSED ON STANDARDIZATION OF SERVICES- this company has
system oriented business every employee has to go through some systematic procedure to
do the tasks. This system and norm have brought down the goodness of employees.
3. A CONTROVERSIES OF MARRIOTT- continuous controversy has ruined the image of
Marriott. There is much negative marketing about the Marriott which is putting this
company in poor light (Bogetić et al., 2015).
4. FOCUS ON FAMILY- according to the founder Marriott is running the family business.
This focus of the business is huge resistance to change the values of Marriott as they are
intensely concentrated on family values.