Hospitality Industry Report: PESTLE, SWOT Analysis of Melia Hotels

This report provides a comprehensive analysis of Melia Hotels International within the contemporary hospitality industry. It begins with an introduction defining the hospitality sector and the company. The core of the report includes a PESTLE analysis, examining the external factors influencing Melia Hotels International's operations, followed by a SWOT analysis to assess the company's internal strengths, weaknesses, external opportunities, and threats. The report also identifies and evaluates current trends in the hospitality industry, such as the increasing demand for local experiences and personalization. The conclusion summarizes the impact of external factors, the importance of internal and external analysis for decision-making, and the influence of current trends on the industry. References are provided to support the analysis.

Contemporary Hospitality
Industry
(TASK 3 & TASK 4)

TABLE OF CONTENT
• Introduction
• PESTLE Analysis of Melia Hotels International
• SWOT Analysis of Melia Hotels International
• Trends in the Hospitality Industry
• Conclusion
• References

Introduction
Hospitality industry can be defined as the wide category of different field
included within the service sector such as food & beverages, travel & tourism,
entertainment and accommodation. Melia Hotels International is the prime
business organisation in the hotels and accommodation industry in Spain and
was founded in the year 1956. In the following presentation, an attempt has
been made to determine the impact of external factors on development of
business organisations within hospitality industry and the importance of SWOT
analysis in decision-making process. The presentation also aims to evaluate the
current trends in the hospitality industry and their implications.

PESTLE Analysis of Melia Hotels International
PESTLE Analysis is a tool of strategic change management which helps the
business organisations to identify the impact and influence of external
environment factors on the business operations. It is one of the most important
tool which is being used to determine the development of Melia Hotels
International within the hospitality industry considering the key changes in its
business environment:

SWOT Analysis of Melia Hotels International
SWOT Analysis is a tool used for determination of the internal strength and
weakness of a business organisation and assessing the external opportunities
and threats to assist the managerial decision-making process. Here is a SWOT
Analysis of Melia Hotels International which can provide vital information to
the management for making better and effective operational as well as
functional decisions:

Trends in the Hospitality Industry
Some of the most recent trends in the hospitality industry which should be
considered by the management of Melia Hotels International are:
Local Experiences: Urge and desire among the tourists for enjoying local
experiences which are not similar to their own personal life is increasing and a
growing trend in the hospitality industry which is likely to impact the
operations. For example, the management of Melia Hotels International is
responding to this trend by providing local products and food items to guests in
breakfasts and providing other rich local experiences.

CONCLUSION
It can be concluded that external factors such as rise in income or increasing
standard of living has an impact on the operations and decision-making of
organisations within the hospitality industry. It can also be concluded that
identification of internal strengths and weakness helps in providing vital
information for the process of managerial decision-making. At last, it can be
concluded that trends such as local experience and increasing demand for
personalisation affect the operations within the hospitality industry.

References
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Mattera, M. and Moreno-Melgarejo, A., 2012. Strategic Implications of Corporate Social
Responsibility in Hotel Industry: A Comparative Research between NH Hotels and Meliá Hotels
International. Higher Learning Research Communications. 2(4). pp.37-53.
Arshad, D., Julienti, L., Bakar, A., Ahmad, H. and Hassan, S., 2015. Unraveling the link between
environmental factors and organizational improvisation. In E-Proceeding of the International
Conference on Social Science Research (pp. 647-655).
Sánchez-Casado, N., Artal-Tur, A. and Tomaseti-Solano, E., 2019. Social Media, Customers'
Experience, and Hotel Loyalty Programs. Tourism Analysis. 24(1). pp.27-41.
Carneiro, A.B.J., 2016. Equity Research-Meliá Hotels International (Doctoral dissertation,
Instituto Superior de Economia e Gestão).
Rao, R.S., 2014. Emerging trends in hospitality and tourism. International Journal of Research
Granthaalayah. 1(1). pp.1-8.
Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International
Journal of Contemporary Hospitality Management.

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