Marriott International Hotel: An Analysis of Trends and Development

This report provides a comprehensive analysis of the contemporary hospitality industry, focusing on Marriott International Hotel. It includes a PESTLE analysis covering political, economic, social, technological, legal, and environmental factors impacting the hotel's operations. A SWOT analysis identifies the strengths, weaknesses, opportunities, and threats faced by Marriott International. The report also examines the impact of external factors such as innovation, digitalization, and increasing competition on the organization's development. Current trends like safety and hygiene, contactless payments, and future trends such as voice control and chatbots are appraised for their implications on the hospitality industry. The report concludes by assessing Marriott International's ability to adapt to these trends with its skilled employees and brand value, while also acknowledging the challenges posed by external factors. The analysis references various scholarly articles to support its findings.

Contemporary Hospitality
Industry

Table of Content
 Introduction
 PESTEL analysis of hospitality business
 SWOT analysis of hospitality business
 Impact of external factors on development of organisation
 Appraisal of implication of current and potential trends

Table of Content
 Ability of hospitality business to develop products and service to meet current trends
 External factors impacts on current and potential trends and development in
hospitality industry
 Conclusion
 References

Introduction
 Hospitality industry is defined as the broad category of services
industry that includes various sectors such as food and drink
services, travel and tourism, lodging and event planning. In this
report the chosen organisation is Marriott International Hotel which
is an American multinational organisation established in 1927 by J.
Willard Marriott Alice Marriott. The headquarter of organisation is
situated in the Bethesda, Maryland, US. In this report PESTLE,
SWOT analysis and external factors are covered.

PESTEL analysis

Political factors: There are various political factors that affect
the Marriott Hotel are danger of terrorism, political climate and
international relations that impacts on the sustainability and
profitability of hotel.
Economic factors: As Marriott International Hotel operations
business functions outside the country as well so fluctuations in
the local currency impacts on the functioning of hotel. The
restrictions on spending also affect the hotel adversely (Li, 2019).

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Social factors: As there are more competition in the hospitality
industry so, it becomes important for Marriott International Hotel to
provide better quality services to customers on time.
Technological factors: In competitive business environment
various technological factors, innovations and automations are
adopted by the Marriott Hotel for booking and other operational
purpose that enhance the cost and decrease the profitability level (Lu,
Chen, and Law, 2018).

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Legal factors: There are various legal lows and legislations are
issued by the government for the hospitality industry data security
and non-disclosing privacy rules that affect the Marriott
International Hotel in various manner.
Environmental factors: There are various environmental
factors that affect the functioning and decision-making procedure
of Marriott International Hotel. As it is multinational organisation
so, it must abide the rules of all countries while operating.

SWOT analysis

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As the Marriott International Hotel is the premium that
provides quality products and services to customers in order to
retain them for long period of time.
 Strengths: Strengths are defined as the internal
sufficiency that provides various advantages to Marriott
International Hotel than other competitors. As the hotel is
adherence strict operational regulations as well as code of
conduct that help to run all operations properly. It has
presence across 122 countries.

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 Weaknesses: Weakness are defined as the internal areas of Marriott
International Hotel that requited improvement. As the regulations of
helot are strict that impacts on performance on employees and
productivity.
 Opportunities: Opportunities are defined as the avenues of
Marriott International Hotel that provides various competitive
advantages than other competitors. The behaviour of customer is
shift towards staying in luxury hotels. The hotel provides
personalised attention on each customer that creates opportunity to

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 Threats: Threats are the external factors that affect the Marriott
International Hotel sustainability and performance. Higher competition is
the major threats as there are various competitors of Marriott Hotel are
Hilton and Novotel. Economic recession hit the hospitality industry
adversely that impacts on revenue generation. Apart from that
vulnerability of terror attack also the threats that affect the respective
hotel.