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.