Strategic Assessment of Wyndham Hotels and Resorts: A Report

This report provides a comprehensive strategic analysis of Wyndham Hotels and Resorts. It begins with an abstract summarizing the report's content, followed by an introduction that outlines Wyndham's mission to expand globally and offer services at competitive prices. The main body delves into Wyndham's mission, its objectives (global presence and increased sales), and a detailed examination of its stakeholders, including owners, employees, customers, suppliers, government, creditors, travel agents, local society, and trade associations. A stakeholder matrix is presented to illustrate their importance, needs, and expectations. The report then employs a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors affecting Wyndham and its stakeholders. Finally, a SWOT analysis identifies Wyndham's strengths, weaknesses, opportunities, and threats, followed by a conclusion summarizing the key findings and recommendations for mitigating the impacts identified in the PESTLE and SWOT analyses. The report aims to provide insights for strategic decision-making within the hospitality sector.

STRATEGIC
HOSPITALITY
MANAGEMENT

Abstract:
Strategic assessment includes a detailed analysis of overall aspect of the company before
making investment. This report will cover a detailed analysis of mission of the company as well
as well as a detailed analysis of the stakeholder that how they play important role and what
would be their impact over the company. This report also consist of PESTLE analysis whereby
external forces with reference to the hotel is being identified along with their impact. Lastly this
report will cover the detailed SWOT analysis section that will identify the potential strength and
weakness of the Wyndham. Also a recommendation session is being made at the end of the
report suggesting the measures that I needed to be taken in order to mitigate the impact of
PESTLE and SWOT analysis.

Table of Contents
Abstract:.......................................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Mission of Wyndham Hotels and Resorts...................................................................................4
Stakeholders.................................................................................................................................4
Stakeholder matrix:......................................................................................................................7
PESTLE analysis of stakeholders................................................................................................8
SWOT analysis..........................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Wyndham Hotels and Resorts is one the largest hotel company. It was founded in 1981
by Trammell Crow. It operates its services around 95 countries including big cities to small
towns (WYNDHAM, 2020). It works in the direction of making the travelling possible for all. It
provides a range of services to its travellers at minimum prices. Its main aim is to serve its
customers at every possible places where they think to go.
Strategic assessment refers to an assessment in which every aspect of the company is
being analysed before making the final investment. The strategic analysis includes studying and
analysing towards the company's main mission and objectives along with detailed study towards
the shareholders of the company (Hammond-Errey and Ray, 2019). This report will study about
the various factors including external as well as internal so that the investment decision can be
made. Mission of the company, stakeholder analysis and strategic analysis are all those aspects
that is being highlighted in this report.
MAIN BODY
Mission of Wyndham Hotels and Resorts
The main mission of Wyndham is to (be present everywhere means to raise its global
presence. As per its mission it wants to be present everywhere and welcome its guest wherever
they go) (Mission & Values, 2020.).
The purpose of the mission:
The main purpose of the mission of Wyndham is to serve its guest at every possible place
where they want to go. In simple words the main purpose of the mission of Wyndham is to raise
and expand its business so that it can cover every possible place across the globe and serve its
guest.
Objective:
 Global appearance.
 Raise the sales percentages.

Stakeholders
These are the group of people who have interest in the activities of the company or
operation of the business of the company (WHAT ARE STAKEHOLDERS?, 2021). It can either
be an individual or a group. Wyndham stakeholder include owners, suppliers, customers,
employees and various other.
Stakeholder Importance Needs and expectation
Owners They are extremely important
because they are the one who
brings the business into reality.
They own the business of
Wyndham and its branches
which is being operating in
different parts.
They are responsible for
directing the business of the
company towards a specific
direction of growth.
It is expected that they will
bring good profit for the
company which will ultimately
leads to raise the share of
dividends and profit
percentages for others.
Employees They are the asset of the
company.
They are responsible for the
actual operation of the
business of the Wyndham.
Without their presence no
operation of the Wyndham
would be executed in physical
form.
They will lead the Wyndham
to the next level of success.
Making of plans and
determining mission will be of
no use until adequate
employees will not be present
and execute the plans into
reality. Thus, it is expected that
they will led the Wyndham
towards the direction of the
achievement of its mission.
Customers Most important stakeholder for They are the one who make the

every company including
Wyndham.
Without the support of
customers Wyndham will not
being able to accomplish its
objective of raising sales.
Act as a mode that will
determine the actual success of
company.
Wyndham to become a market
leader and win the market
competition.
They are needed for the actual
growth of business.
Suppliers Operation of business of
Wyndham will never be
initiated if there is no adequate
flow of supply of raw material
or finished products from the
supplier's side.
Business may incur heavy loss
in terms of raising cost of
production and operation in
case of non-availability of
good suppliers.
Adequate availability of
suppliers will leads to actual
operation of business.
Helps the Wyndham to
maximize its value of service.
Government Helps the Wyndham to meet
its social responsibilities in
terms of payment of taxes to
government and on return
investment of collected taxes
by government towards the
society.
Helps the hotel to meet the
concept of sustainability
(Martin, 2019).
Without government support
no company or sector would
being able to survive in the
country.
Guides the Wyndham to have a
compliance of laws while
operating regular business.

Creditors Extremely important element
of Wyndham because they
avail the finance and funds to
it.
Lead to the expansion and
running of the business of
Wyndham.
For the implementation of
plans regarding the expansion
of business creditors are
needed.
It is expected that funds will be
available at low credit and
interest so that Wyndham can
arrange fund but at low cost.
Travel agent They bring business for
Wyndham through their wide
contacts.
Raise the sales and profit share
of the Wyndham by bringing
more clients and guests.
Helps the Wyndham to meet
its mission of serving more
customers.
Best source of getting and
attracting guest.
No need to make any
investment in other sources for
attracting guest except
payment of certain fixed
amount to travel agent.
Local society Without the support of local
society no execution of
business will be possible.
Actual pillar for the success of
business in terms of their
support (Fisher, 2018).
Helps the company in
maintaining and building good
image.
Without support of local
society setting of Wyndham in
different location will not be
possible.
Helps the Wyndham to meet its
corporate social
responsibilities.
Trade association Without the support of trade
union and association no
company and hotel can run
their business and move
Non support of trade
association will lead to non
survival of business of the
Wyndham.

towards their goal.
Management Most important element of the
Wyndham because it manages
as well as execute the entire
plans and policies.
In the absence of management,
no co-ordination and actual
working of the hotel would be
possible.
For implementation and
performance of work
management is needed.
Manage the entire working of
the company.
Stakeholder matrix:

PESTLE analysis of stakeholders
As per PESTLE analysis there are six forces that have a major impact over the stakeholders.
According to this analysis:
Political:
It refers to all those changes that is being concerned with political situation of the country
including political changes in the form of changing rules and policies. It also includes changes
that will be bring by political parties or political situation like Brexit in UK. It has a direct
impact over every industry including Wyndham. Likewise, along with impact over the hotel it
has direct impact over the concerned stakeholders too. Along with changes in political factors,
creditors, government, travel agent and various other are being affected. This means that with the
changing rules and regulations the mode of operation regarding these stakeholders would either
got negative or in positive mode. Like due to Brexit lot of imposition are being implemented in
trade so this will direct have impact over Wyndham because it would be difficult for it to get the

supply of raw material or products or to establish contact with suppliers due to restriction in
trade.
Economic forces:
It includes all those changes that is related with current rate of tax, employment rate,
interest rate and various other. In addition of this it also includes those changes that is brought up
with the occurrence of different events like Covid which has raised the prices of everything and
affected every sector. If changes regarding any of its elements occurs then it will bring direct
impact over the stakeholders. This means that if the rate of interest will raise then the funds that
is being availed by creditors will also bear high amount of interest. Similarly, any changes in the
rate of employment including raise in rate will leads then employees will be easily availed by the
Wyndham.
Social changes:
This is most volatile factor of PESTLE analysis. As per changing taste and preferences of
the customers the share of customers will also being changes. A favourable change may brings
more customers towards the hotel but if the changes are in adverse direction like non interest
towards hotels then it may lead to severe loss to Wyndham in terms of loosing major share of
customers. Likewise, it will also help the hotel to bring innovative services for its customers so
that along with raising customer's share the sales of the hotel will also raise (Luomaranta and
Martinsuo, 2019). Thus, it would not be wrong to say that customers not only affects the
Wyndham but it also direct its towards its goal too.
Technological:
It is concerned with changing and up gradation of technology and technological forces.
This factor also have a direct impact over the stakeholders of hotel. It is also be to be noted that
technological changes also includes bringing of changes in the form of introduction of new
technology like machines that will made the cashless transaction possible. As through
implementation of new technology by Wyndham will lead to raising more efficiency in its
business in the form of raising communication with customers or through suppliers.
Legal:
It is concerned with rules and laws of the concerned country. It also includes all those
changes in laws that was being made or have chances of made like due to Covid every law or
rules of the operation of the business by the company got changed. As Wyndham wants that it

can serve its customers at every possible place so it is very essential to analyse this force. This is
again having a direct impact over the working as well as stakeholders of hotel (Perera, 2017).
Since due to different laws in different countries the maintenance of relationship with either
customers as well as employees or government will have a direct impact over the business of the
hotel in terms of making it operations either easy or difficult. If the rules and laws regarding the
performance of trade is liberal then it will benefit the Wyndham in terms of appraising its
business activity.
Environmental:
It includes all the elements that is concerned with environment. Along with raising
awareness among the people regarding eco-friendly products or concerns towards the
environment will have a direct impact over the business of Wyndham and its stakeholders too.
Similarly, one of the biggest change that is concerned with this factor includes Covid. As due to
Covid many changes in the environment occurs. So it is very essential for every sector or
Wyndham to monitor these changes. This could also be understood as if the hotel will be
concerned with use of concept of sustainability then it will automatically attract more customers
towards it that will ultimately raise its business growth.
PESTLE analysis of Wyndham and its impact on stakeholders:
PESTLE Factors affecting stakeholders Stakeholder
Political forces Imposition of restriction make
the availability of raw material
difficult.
Raise lawful compliance of
working of hotel.
Suppliers.
Employers.
Government.
Economic force Availability of credit at high
rate of interest.
Rise in employment rate.
Creditors.
Employers.
Employees.
Social factors Changing taste and preferences
of customers.
Customers.
Employers.

Favourable change bring more
customers.
Customers need will be meet.
Employees.
Technological factor Cashless transaction made
possible with high technology.
Made the communication easy.
Make efficient functioning of
hotel.
Customers.
Employers.
Employees.
Legal forces Regulations regarding Covid
puts a negative impact over the
Wyndham.
Government.
Employer.
Employees.
Environmental factors More attraction of customers
due to following of concept of
sustainability by Wyndham.
IHG green engage system,
recycling practices, reduction
of wastages, water
conversation and various other
practices also counted as
important factors concerning
with customers.
Customers.
Employers.
Government.
SWOT analysis
It refers to the analysis of strength and weakness of the company that could help it in grabbing
the future opportunities and minimize the intensity of threats. Through the application of SWOT
analysis company Wyndham will be able to make an internal analysation of its capabilities along
with its weak points. This analysis also helps it to mitigate the intensity of threats that may arise
in the future (Gürel and Tat, 2017). Likewise, by using the capabilities, Wyndham can also grab
any future opportunities that may arise or have chances to arise.