Pullman Liverpool Hotel: PESTEL, SWOT, and Trend Appraisal Report

This presentation provides a comprehensive analysis of the Pullman Liverpool Hotel, utilizing PESTEL and SWOT frameworks to evaluate the external forces and internal factors impacting its operations. The PESTEL analysis examines political, economic, social, technological, environmental, and legal factors, highlighting the effects of Brexit, the pandemic, hygiene standards, digital technology, sustainability demands, and regulatory compliance. The SWOT analysis identifies the hotel's strengths (4-star rating, amenities), weaknesses (lack of international recognition), opportunities (omni-channel marketing), and threats (home-sharing services). Furthermore, the presentation appraises current trends like home-sharing services and contactless payment, along with potential future trends such as AI and voice search, discussing their positive and negative impacts on the hospitality industry. It concludes that the hospitality sector is subject to diverse external forces, and understanding these dynamics is crucial for strategic decision-making, emphasizing the need for adaptation to emerging trends to maintain competitiveness. Desklib provides additional resources and solved assignments for students.

CONTEMPORARY HOSPITALITY INDUSTRY

TABLE OF CONTENTS
 Introduction
 PESTEL analysis
 SWOT analysis
 Appraisal of current and Potential Trends
 Conclusion
 References

INTRODUCTION
 This Presentation is based on the four star
Pullman Liverpool Hotel which is located
in Kings Deck Liverpool. PESTEL and
SWOT analysis of the Hotel are
conducted in this presentation along with
an appraisal of current and potential
trends in the hospitality industry.

PESTEL ANALYSIS
 Political Factor: The
restriction on free
movement of EU
labourers in UK because
of Brexit affects
Hospitality firms.

CONTINUE
 Positive Impact: The respective firm
will be able to gain competitive
advantage because of presence of
skilled workforce.
 Negative Impact: Pullman
Liverpool Hotel will face difficulties in
recruiting talented employees with trade
specific skills who are from EU.

CONTINUE
 Economic Factor:
The economic
downturn caused by
pandemic affects
hospitality
enterprises.

CONTINUE
 Positive Impact: Vaccination roll-outs and
decrease in COVID-19 cases have positive
impact on hospitality firms and will help The
Pullman Liverpool Hotel recover quickly.
 Negative Impact: The negative
impact of pandemic on economy will reduce
growth of hospitality firms.

CONTINUE
 Social Factor: The
increasing focus on
hygiene and safety after
the pandemic is social
factor affecting
Hospitality firms.

CONTINUE
 Positive Impact: The Pullman Liverpool Hotel will
be able to attract consumers because of high
cleanliness and hygiene standards.
 Negative Impact: Usage of medical devices
to determine if the guests are infected with the
COVID-19 virus at the respective Hotel may
decrease guest comfort.

CONTINUE
 Technological Factor: Increase in usage of online
channels to book Hospitality services is major factor
impacting hospitality firms.
 Positive Impact: The Pullman Liverpool Hotel will
be able to attract consumers by using different digital
channels to communicate with consumers.
 Negative Impact: Usage of digital technology
introduces the threat of cyber-security.

CONTINUE
 Environmental Factor:
The rising
sustainability demands
of consumers have
consequences for
Hospitality firms.

CONTINUE
 Positive Impact: The Pullman
Liverpool Hotel will be able to
increase positive brand image by
investing in sustainable CSR
efforts.
 Negative Impact: Investing
in sustainability will increase cost
of the firm.

CONTINUE
 Legal Factor:
Complying with
different laws including
employment laws and
data protection laws is
essential for the
hospitality firms.

CONTINUE
 Positive Impact: The Pullman Liverpool
Hotel will be able to avoid an legal action
by following different laws related with
hospitality firms in UK.
 Negative Impact: Complying with
different laws delays decision making and
business operations at Hospitality firms.

SWOT ANALYSIS
 Strength: 4-star rating and
availability of different amenities
such as parking, Wi-Fi connection
and fitness lunge are the strengths of
The Pullman Liverpool Hotel.
 This affects decision making
as the company gains supplement
income from different amenities.

CONTINUE
 Weakness: The weakness of the
respective hospitality establishment is
that it does not have international
recognition unlike competing Hotels such
as Marriott and Intercontinental Hotel.
 This affects decision making as
the company invests in creative
marketing campaign to attract guests.

CONTINUE
 Opportunities: The firm has the
opportunity to enhance consumer
retention through Omni channel
marketing.
 This affects decision making as
Omni-channel marketing can be used
to enhance consumer experience.

CONTINUE
 Threats: Space sharing services such as
Airbnb and Couch-surfing are threat to
the business of The Pullman Liverpool
Hotel as it offers accommodation at
cheaper price.
 This affects decision making as
new pricing tactics need to adopted to
face the threat of home sharing services.

APPRAISAL OF CURRENT AND POTENTIAL TRENDS
Current trends
 Home-sharing services: Airbnb couch-serving and other
services are quickly growing and competing with traditional
hospitality accommodation firms to attract consumers.
 The positive impact of this trend is that it provides
consumers accommodation services at lesser price while the
negative impact is that it lowers Hotel booking.

CONTINUE
 Contactless payment: This trend has
risen because of COVID-19 safety
measures.
 The positive impact of this trend is that
it improves speed of payment.
 The negative impact of this trend is that
it introduces cyber-security threats.

CONTINUE
Potential trends
 AI: Development in AI technology will lead to
increasing usage of this technology in future.
 The positive impact is that it will bring
innovation in the hospitality industry while the
negative impact is that it may enhance cyber
security risks.

CONTINUE
 Voice search: This technology will emerge as
new channel for making hospitality booking in
the future.
 The positive impact is that business will gain
new channel for consumer interaction while the
negative impact is that it will complicate digital
marketing with introduction of another element.

CONCLUSION
 From the above presentation it is determined that hospitality industry is affected by
various external forces which can be identified through PESTEL analysis.
 SWOT analysis helps understand strengths, weakness, opportunities and threats
faced by hospitality establishment.
 The current hospitality trends are contactless payment and home sharing service.
Future hospitality trends will be voice search and AI.

REFRENCES
 Chesser, J. W., 2017. Human Resource Management in a Hospitality Environment.
Apple Academic Press.
 Mirzaalian, F. and Halpenny, E., 2019. Social media analytics in hospitality and
tourism: A systematic literature review and future trends. Journal of Hospitality and
Tourism Technology.