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HAT203 Hospitality And Tourism Management, Kaplan Business School, Australia

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Introduction: Hospitality is an attractive as well as an interesting industry sector in various respects. The recent growth of this sector in the current environmental scenario is noteworthy. In this case study analysis, the focus is on the detail description and analysis of the micro and macro environmental scenario of the Hyatt Hotel industry. The aim of this entity is to become the most preferred brand in every segment of customer served by them, and their mission is to provide effective hospitality to create a difference in the way of leading life of people.

Question: The purpose of this individual case study analysis is to develop your skills in applying relevant hospitality and tourism analysis tools to a real business case. It will also further your ability to identify a range of hospitality and tourism management issues.

Answer: Microanalysis of Hyatt hotels: Microenvironment includes all those micro factors that affect the strategy, performance and decision-making process of an entity in the current scenario of business. As opined by Kandampullyet al. (2018, p.29), microenvironment analysis includes factors such as customers, competitors, suppliers, employee, shareholders, media to describe the impact of industry on an internal level.

Customers: Customers are the most important factor of any business process as they play the role of attracting new and retain existing customer thereby generate revenue to the process (Litvin et al. 2018, p.322). The hospitality management of Hyatt Hotels has positioned them to the height of valued brand across the globe. The ‘Gold Passport' program of the entity is designed to attract a new customer through the process of loyalty enhancement that they possess to their entry existing customer. Their target customer lies between the age group of 25 to 65 all over the world. Customers living in Los Angles have been targeted due to having an increased rate of per capita income.

Competitors: The presence of competitors in market sheds both negative and positive impact on an industry. As opined by Schuckert et al. (2015, p.615), in order to understand the type of competitors in current market scenario an industry needs to analyze the type of competition from which the business process may face a threat to grab the market. Hyatt has more than 500 hotels across the globe. The main competition that the hotel industry is facing is in the name of Hilton, Wyndham, and Marriott in terms of service provided by the (2019).

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Employee: An employee plays the most important part of managing any business process effectively. For this reason, the success of an industry depends on the performance and satisfaction of its employee to a great extent. Hyatt has more than 45000 employees in its different corporate and regional offices and in different branches (hyatt.com, 2019).

Shareholders: Shareholders play an important part in any business process as they take viral and effective decision to increase investment in the business process as well as carry out performance effectively (Indris and Primiana, 2015, p.722). In the current scenario of Hyatt Hotel, 60 percent of the shareholding remains on the hands of Pritzker family with 75 percent rights of voting. The other shareholder prevails in the form of customer, management and employee of the organization who manages the business effectively.

Media: Media plays an important part in highlighting the impact of the business process in both a negative and positive way on its customer thereby controls the ability of a business process in terms of grabbing market scenario effectively. It has been evident that the management of Hyatt Hotels maintains a good relationship with media as in an interview to Financial Times the CEO had said that this smaller footprint would not impact their ability to satisfy the customer in their different establishments (2019).

Macro environment analysis of Hyatt Hotels

The analysis of the macro environment includes the external factors of an entity that impacts its level of performance in various ways. As opined by De Villa et al. (2015, p.427), the factors include political, economic, society and cultural, technological advancement and legal aspect.

Aspects

Description

Political

  • Stable government
  • Encouragement in the tourism and hospitality industry.

Economical

  • GDP growth rate has increased to 3.2% (2019)
  • Increase per capita income rate which is expected to 3.5% (2019)
  • The inflation rate was reduced by 2.25% in 2018 as compared to 2017 (2019)

  • Social

  • Multicultural
  • Strong education system

Technology

  • Strong networking system and digital communication system
  •  Advance automation system and robotics technology

Legal

  • US Employment and Labour Law 2019 (2019)

Environmental

  • Go green energy initiative taken by Government
  • Sustainable environmental policy

Table 1: Pestle Analysis

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The Pestel analysis has shown that the stable nature of the US government has encouraged Hyatt Hotels to continue their business process in an effective way. The lodging industry in the U.S has grown to 0.9 percent and, the demand in lodging has been increased to 4.9 percent that has encouraged the hotel industry to continue their business in an effective way (influenced by Barba et al. 2016, p.980). With the aid of taking advantage of a strong networking system and digital communication system, the company can be able to enhance the business process and overall staff productivity based on which business process can be developed significantly.

SWOT analysis

Strength

  • Good location of properties
  • Strong brand recognition and portfolio
  • Effective loyalty base
  • Diverse exposure to franchising, development, management and ownership.

 

Weakness

 

  • Limited nature of market share
  • Brand differentiation is very low
  • Dominance depends on the US market rather than a global context

Opportunities

  • Plans regarding membership
  • Emerging scenario of the hotel market
  • The emergence of consumer who is health consciousness

Threat

  • Intense nature of competition
  • Long term risk related to non-traditional lodging
  • Adverse geopolitical condition

Table 2: SWOT analysis

With the aid of effective loyalty base and strong brand recognition, the company can be able to improve their major weaknesses such as brand differentiation. Based on which, the management group of Hyatt will be able to take advantage of a competitive market. The adverse geopolitical condition could be considered a major threat.

As per the principles of Richard Lewis theory based on the development of the tourism sector, strong initiative regarding the improvement of structural framework and gathering information regarding changing demand of consumers are significant aspects.

Conclusion: Thus it can be concluded that with the aid of taking advantage of strong networking system and digital communication system, the company can be able to enhance business process and overall staff productivity based on which business process can be developed significantly.

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