2. Introduction
Changes in the macro environment in terms of technology, economic situation, cultural and
generational differences, political uncertainty, etc. cause shifts in the hotel industry cycle.
In recentyears consumer behavior in the internationalhospitality sector has changed dramatically.
The ’new’ consumer the Millennials has become the fastest growing customer segment within the
hospitality industry. Millennials, as the member of the newly formed consumer society, has always
the problem with the shortage of time. “Today’s 86 million Millennials, born between 1980 and
2000,hold $200 billion in spending power and representthe most lucrative market for hoteliers.” [1]
Therefore all the solutions that are effective and fast mean the way to success. As a result, the
importance of the up-to-date information has increased.
If the hospitality industry wants to react immediately on the arising demand, should be aware of
the new emerging trends.
3. Hospitality Trends
• Less genuine administration
• Forever changing workers
• Hyper-dynamic proprietor bunches
• Multiple brands from the same mold
• Management organizations
• Relative extravagance
• Accumulating inn names
• Quality consistency
• Pricing by insatiability
• Less custom.
4. PESTEL Analysis
Political Factors:
Political ongoing conditions in Northern Ireland and other parts of UK
Acts of terrorism in certain areas
Impacts of political threats imposed on Russia
Possibility for UK to leave the European Union
Economic factors:
National macroeconomic situation that is ongoing in UK
Extent of economic growth in some certain areas in UK
GBP against other major currencies in EU
Rate of economic changes
Social:
Demographic and Environmental changes in UK and worldwide
Changes in family planning and patterns
Lifting core values in society
Increasing role of social media and social sites.
Technological factors:
Technological meddles in providing food industry
Increasing coordination of web and other advanced cell administrations into different
parts of life
Advancing inn booking functionalities by application, calling, internet booking.
5. Legal factors:
• Seasonal changes in UK rules identified with providing food industry.
• UK customer strategies.
• Immigration approaches in UK .
Environmental factors:
Impact of changes in weather conditions in different areas.
Potential damage to the branding due to pollution of the environment.
Seasonal basis categories of catering business.
Effects of natural disasters including snow fall.
7. Conclusion
A good marketing plan for a given period of time is a must for each hotel. However, the fast
changes in the macro environment requires flexibility from the hotels. Real time marketing is the
answer for this challenge. The application of this type of marketing, must take place on a regular
basis and include guest-generated content. Simply creating original content will not keep the
SEO strategy current in 2015. Be intentional with the content marketing strategy because the
importance of content is not a secret anymore. How content is researched, put together, and
distributed will separate the winners and losers in organic search moving forward.
![Introduction
Changes in the macro environment in terms of technology, economic situation, cultural and
generational differences, political uncertainty, etc. cause shifts in the hotel industry cycle.
In recentyears consumer behavior in the internationalhospitality sector has changed dramatically.
The ’new’ consumer the Millennials has become the fastest growing customer segment within the
hospitality industry. Millennials, as the member of the newly formed consumer society, has always
the problem with the shortage of time. “Today’s 86 million Millennials, born between 1980 and
2000,hold $200 billion in spending power and representthe most lucrative market for hoteliers.” [1]
Therefore all the solutions that are effective and fast mean the way to success. As a result, the
importance of the up-to-date information has increased.
If the hospitality industry wants to react immediately on the arising demand, should be aware of
the new emerging trends.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)