Report: PESTLE and SWOT Analysis of Marriott International

This report provides a comprehensive analysis of Marriott International within the contemporary hospitality industry. It begins with an introduction to the hospitality sector, highlighting its key areas: food and beverage, travel and tourism, and accommodation. The report then delves into a PESTLE analysis of Marriott International, examining the political, economic, social, technological, environmental, and legal factors impacting its operations and strategic decision-making. A SWOT analysis follows, assessing Marriott's strengths (innovation), weaknesses (overemphasis on service standards), opportunities (personalization), and threats (rivals, market recession). The report also explores current trends in the hospitality sector, including changing customer lifestyles, sustainability concerns, the digital revolution, and emerging markets. The conclusion summarizes the key findings, emphasizing the industry's growth and the importance of customer-centric strategies. The report is supported by references to academic literature. This assignment is available on Desklib, a platform offering AI-based study tools and resources for students.

The Contemporary
Hospitality Industry

Table of Content
 Introduction
 PESTLE analysis of Marriott international
 SWOT analysis of Marriott international
 Comprehensibility of the current trends within the confines of hospitality sector
 Conclusion
 References

Introduction
Hospitality is belongs to greatest service industry that growing rapidly across the world by
offering several services to the customers. This sector can be divided into three different areas
as food and beverages, travel and tourism as well as accommodation. All these areas are
customer focused but often they render different level of services.

PESTLE analysis of Marriott international
PESTEL analysis is an appropriate framework that can assist in analysing impact of external
factor upon business decision making. In context of Marriott International, this framework will
helps in analysing impact of different factors and organisational strategy in order to cope up
with them. The analysis of this framework is determine below as:
 Political factor: This factor include impact of policies and regulations which are
introduced by government of a country.

Cont.…
 Economical factor: Economic factors that has a direct impact upon a business
organisation are employment rate, growth rate, exchange rate and so on. From the above
analysis, it has been analysed that hospitality industry provide major contribution in
economy development practices.
 Social factor: Marriott international implements several changes in the operational
activities when changes occur in the market trends and society lifestyle.

Cont.…
 Technological factor: Marriott International adopt emerging technology at their hotel in
order to render quality and attractive services to services users.
 Environmental factor: Hospitality business has a less negative impact upon environment
of country but in order to provide contribution in environment safety, Marriott promote
eco-friendly services in context of packaging and so on.

Cont.…
 Legal factor: This factors include impact of some legislations upon an organisation such
as employment law, data protection act, discrimination law, intellectual property rights and
so on. In this regard, management of Marriott pay their maximum attention to implement
all the legislation and can avoid unethical as well as illegal practices.

SWOT analysis of Marriott international
Marriott international is an international brand that provide premium leisure and entertainment
services to its clients. Main focus of the organisation is to provide quality services to its
customer on the basis of their requirement and need. For the internal analysis of organisation
SWOT analysis will prove beneficial. Thus the analysis of Marriott is determined below as:
Strength:
 Focus on innovation
 Marriott way

Cont.…
Weaknesses:
 Overemphasis on service standards
Opportunity:
 Focus on personalization
Threat:
 Existing rivals
 Market recession

Comprehensibility of the current trends
within the confines of hospitality sector
In hospitality industry, there are several current and emerging trends that has a direct upon
impact upon each and every business that performing under it. In terms of Marriott
international, it is required to taken into account by functioning efficiently in order to
managing impact of all the trends appropriately. The comprehensibility of current trends
within hospitality sector are:
 Changing customer lifestyle trends
 Sustainability and ethical considerations
 Impact of digital revolution
 Emerging market and brand development

Conclusion
From the above report it has been summarised that hospitality industry is one of the fastest
growing and efficient performing industry that belongs to service sector. This industry
provides growth opportunity to individual who have skilled and capabilities to perform
professionally. Major objective of different businesses who perform under hospitality industry
is to provide quality services to their customer by analysing their requirement and need.

References
 García-Villaverde, P. M., and. et. al., 2017. Determinants of radical innovation in clustered
firms of the hospitality and tourism industry. International Journal of Hospitality
Management.61. pp.45-58.
 Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent
trends and future directions. Journal of Travel & Tourism Marketing.32(5). pp.608-621.

Thank You