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HOSPITALITY AND

TOURISM STRATEGICPLANNING

Holiday Inn Hotel

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Index

Task -1

Business strategy – Introduction

Theories in relation with business strategy

Different approaches to business strategy

Comparison of different approaches of business strategies

Applications of these approaches within the hospitality andTourism sector

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Task -2

Introduction- Holiday Inn

Various strategies adopted by the Hotel

Internal and external environmental factors affecting the Hotel

PEST analysis SWOT analysis

Competitors analysis of Hotel

Strategic options available for Holiday Inn

Recommendations

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Task -1

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Business Strategy

Business strategy is a type of action plan.

It is designed for long term period.

Main aim of this strategy is to achieve the pre-determined

goals and objectives of the firm. It answers many questions like, the scope of the business,

future needs and desire of the customers.

It also helps in maintaining the performance of the business.

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Theories in relation with business

strategy

The classical approach to strategy

Processual approach to strategy

Evolutionary approach on strategy

Systemic approach on strategy

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Different approaches to business

strategies

Cost leadership

Differentiation

Market focus

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Comparison of DifferentApproaches of Business Strategies

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Task – 2

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Introduction of Holiday Inn

Subsidiary of the InterContinental Hotels

Group.

International brand of upscale medium budget

hotels.

Provides services by being proactive in

offering guests the most valued assistance in

distinctively affectionate and considerate way

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Various Strategies adopted by the

Hotel

Managing Demand and Supply

E-Marketing Strategies

Social-Media Marketing

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Internal and external environmental

factors affecting the Hotel

Internal factors

•Organizational structure

•Internal communication

•Human resource

External factors

•Competition

•Suppliers

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PEST Analysis

Political Environment – It is very critical to maintain good

relations with ruling political party in order to carry out the

business smoothly. Certain legislative mandates like no-

smoking influence the hotel industry in a great manner.

Economical Environment – Economic conditions like

downturn or boom have a strong impact on the decisions of

hotel. Managing the commodity prices and maintaining

service quality standards at the same time becomes very

difficult.

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Continued

Social Environment – Social environment of the hotel

encompasses the living standard and income level of the

people. As it is a luxury four star hotel and specifically caters

to high end customers, their income level is very important for

the hotel. Any fall in income level will have a notable impacton the hotel’s business.

Technology Environment – Technology is very significant for

every type of industry. Hospitality industry is no exception.

The hotel has wisely adopted the latest technologies in terms

of its inventory, data interfaces, services and etc

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SWOT Analysis

Strengths – The major strength of the hotel is its brand name.

The hotel enjoys a reputable brand name and is a subsidiary of

one of the leading brands i.e. InterContinental Hotels Group.

In addition to this, Holiday Inn maintains competitive edge

owing to its competitive pricing strategy.

Weaknesses – One of the major weaknesses of the hotel is lack

of proper parking place. Absence of parking space sometimes

leaves its customers dissatisfied. In addition to this, parking

area is a bit far away from the hotel

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Continued

Opportunities – Holiday Inn enjoys a variety of opportunitiesdue to its prime location. A number of events both nationaland international take place in London. Due to its strategiclocation, prospects of appealing to mass audiences are

available to the hotel. Threats - Clouded economic picture, mature product market,

increased competition in all market segments, massive federalbudget deficit, possibility of collapse of hospitality industrydue to world recession caused by business downturn. Having

boasted about the inherent strengths as well as potentialopportunities for hotel, the impending threats also cannot beignored

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Competitors analysis of Hotel

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Strategic options available for Holiday

Inn

Market development

Market penetration

New product development

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Recommendations

Cost leadership strategy is recommended to

Holiday Inn

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References

Analoui, F., and Karami, A., 2003. Strategic Management inSmall and Medium Enterprises. Cengage Learning EMEA.

Daft, R., and Marcic, D., 2006. Understanding Management .5th ed. Cengage Learning.

Enz, C., 2009. Hospitality Strategic Management:Concepts and Cases. 2nded. John Wiley & Sons.

Hill, C., and Jones, G., 2009. Strategic Management Theory: An Integrated Approach. 9th ed. Cengage Learning.

Holiday Inn. 2012. Holiday Inn hotels, [Online]. Availablethrough:<http://www.holidayinn.com/hotels/us/en/london/lonrp/hoteldetail>. [Accessed on 15thNovember 2012].

http://www.holidayinn.com/hotels/us/en/london/lonrp/hoteldetail




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Continued

Competitive analysis and strategies. n.d. [Online]. Available

at:

<http://www.egyankosh.ac.in/bitstream/123456789/36301/1/U

nit-5.pdf >. [Accessed on 16thNovember 2012].

Henry, A., 2008. Understanding Strategic Management .

Oxford University Press.

PESTEL analysis. n.d. [Online]. Available at: <http://pestel-

analysis.com/ >. [Accessed on 15thNovember 2012].

http://www.egyankosh.ac.in/bitstream/123456789/36301/1/Unit-5.pdf


http://pestel-analysis.com/









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