HNC/HND Hospitality: Hotel Chain Recruitment for Skills Report

This report examines the recruitment of skills within the hotel chain sector, using Marriott Hotels as a case study. It begins with an introduction to the hospitality industry, highlighting its focus on customer satisfaction. The report then presents a PESTLE analysis, assessing the political, economic, social, technological, legal, and environmental factors impacting the hotel chain. A SWOT analysis is also provided, evaluating the strengths, weaknesses, opportunities, and threats faced by Marriott. The report further delves into current and potential trends within the hospitality sector, such as the importance of safety, technological advancements, and globalization. The conclusion summarizes the key findings, emphasizing the significance of adapting to industry changes and employing effective analytical tools like PESTLE and SWOT to improve sales and profitability. References to supporting literature are included.

Hotel Chain
Recruitment for Skills

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 2............................................................................................................................................3
PESTLE Analysis........................................................................................................................3
SWOT analysis ...........................................................................................................................4
Current & Potential trends within the Hospitality sector............................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Hospitality industry is a wide part of service industry that involves Food & Beverage,
lodging, accommodations and so on. Nowadays, Hospitality industry is considered as growing
sector worldwide which mainly emphasise on customer satisfaction (Becker and Wang, 2016). In
the present report, Marriott Hotels is chosen as a base company. This organisation basically deals
in resorts as well as hotels globally. The current report covers PESTLE analysis & SWOT
analysis that assist an organisation to evaluate its effectiveness. Later, it covers current as well as
potential trends within the hospitality industry.
PART 2
PESTLE Analysis
PESTLE analysis framework is used by companies to evaluate the affect of micro
environment which is an uncontrollable factors on the business functions and performance. The
PESTLE analysis is mentioned below with relation to Marriott Hotels:
Political factors: It is stated that the political conditions of United Kingdom is stable
which assist companies to carry out its operations and activities considering policies & strategies.
In context to Marriott Hotels, the higher authorities encounter with International relations,
political instability, taxes which impacts on its market position and reputation as well.
Economic factors: This factor involves inflation rate, foreign exchange rates, currency
fluctuations which impacts on overall development and growth rate of an organisation. UK
economic presence is high that helps company to raise opportunities and achieve growth in an
appropriate as well as innovative manner (Erbakanova, 2016). With reference to Marriott Hotels,
United Kingdom economic factors assist company to enhance sales and gain high profit. In
addition to this, the population of UK has high purchasing power due to which Marriott
innovation and services is easily adopted by the people which leads to raise in their profitability
and market share as well.
Social factors: This factor involves customer behaviour, lifestyle, opinions, trends,
values, beliefs, culture and so on. In relation to Marriott Hotels, it operates on international level
in the hospitality industry. So it is important for company to consider and analyse the
requirements of customers and then offer its services accordingly. Change in preferences,

demand, market trends as well as taste of customer might affect negatively on Marriott and due
to which customer can shift towards other substitute services.
Technological factor: Nowadays, Technology is changing rapidly which is needed to be
adopted by hospitality industry in order to remain sustainable at marketplace. Change in the
technology affect the buying behaviour of customers also as people prefer to buy those services
and product which is more innovative and new in market (Gehrels, 2016). With reference to
Marriott Hotels, it offers digital payment, online booking facilities to its customers. The
company have website which provide accurate information about hotel in a defined manner. In
addition to this, Marriott is also trying to adopt facility such as automatic check-in & check-out
which saves the time of customer as well as company also.
Legal factors: This factors involves various legislations which is needed to be followed
by higher authorities of Marriott in order to carry out operations smoothly and effectively. This
laws are related to the safety and health of employees as well as customers. The senior
management team abide this laws in order to remove it out from any fines and penalty by
government. In addition to this, it will also raise goodwill of the company at marketplace.
Environmental factors: It consist of environment protection, carrying out business in an
ethical way that affects on the goodwill of an organisation within the market. In context to
Marriott Hotels, the higher authorities ensures that activities played by them did not affect or
harm environment & community.
SWOT analysis
This framework is adopted by companies to analyse its srength as well as weakness that
helps them to develop effective strategies effectively. SWOT analysis of Marriott is discussed
below:
Strength:
 Marriott Hotel maily focuses on providing innovative services to customers which
attracts large audiences that kedas to enhacement in its sales & profitability level (Sen
and Bhattacharya, 2019).
 Marriott have high market presence in hotel industry due to which it has large customer
base and market share as well.
Weaknesses:

 The organisation is mainly focuses on families as compare to other segment due to which
its sales is declined (Solnet and et. al., 2016).
 Marriott is basically focus on expansion due to which its is not able to maintain
standardization in its service.
Opportunities:
 The company have the opportunity to enter into geographical market and raise its market
presence which affec on its sales positively (Sharma and Sharma, 2019).
 The company can aligned with airlines or hotel chains in order to increase its market
share and repotation globally.
Weaknesses:
 Competitors such as Novotel, Hilton declines the level of its sales and might affect
negatively on its market position.
 Marriott focuses on family which acts as a big threat as it gives an opportunity to its
competieors to cover other segment and raise teir market presence as well as market
share.
Current & Potential trends within the Hospitality sector
There are various trends which exist in the hospitality sector is mentioned below with
relation to company:
 Nowadays, customer prefer to visit or book those Hotels which offers safety & security to
them. The senior management of Marriott Hotels should give assurance to customer
regarding their safety and offers them secured environment due to which they can build
its goodwill in the market.
 One of the trend is changing in Technology continuously. Marriott Hotel can adopt
innovative technologies in it services which assist them to sustain in market for longer
time period and to compete with its rivals efficiently (Singh, 2019).
 The other major trend is Globalisation. Marriott offers its services globally so it is
important for them to have efficient labour, resources & technology who can solve their
problems and cope up with customers effectively.

CONCLUSION
From the above study, it has been analysed that the fast growing sector in hospitality
industry is Hotel sector which adopts innovative technologies in its operations that leads to raise
in their sales as well as profitability level. By the assistance of PESTLE analysis, a company can
measure the impact of uncontrollable factors on its performance & efficiency whereas SWOT
analysis assist an organisation to identify their weaknesses and strength and develop effective
strategies which improves their level of sales and profit as well.

REFERENCES
Books&Journal
Becker, C. and Wang, W., 2016. Intercultural human resource management in hotel chains. The
Routledge handbook of hotel chain management, Routledge, London. UK. pp.315-323.
Erbakanova, I., 2016. Hotel chains and higher education institutions. The Routledge Handbook
of Hotel Chain Management, p.449.
Gehrels, S. A., 2016. An international hotel company’s employment brand.”. In The Routledge
Handbook of Hotel Chain Management (pp. 256-265). Routledge.
Sen, K. and Bhattacharya, A., 2019. Attracting and managing talent, how are the top three hotel
companies in India doing it?. Worldwide Hospitality and Tourism Themes.
Sharma, S. and Sharma, R., 2019. Culinary skills: the spine of the Indian hospitality
industry. Worldwide Hospitality and Tourism Themes.
Singh, A., 2019. The English language factor as a litmus test for placement with luxury hotel
brands in India. Worldwide Hospitality and Tourism Themes.
Solnet, D., and et. al., 2016. What about the workers? Roles and skills for employees in hotels of
the future. Journal of Vacation Marketing. 22(3). pp.212-226.