The document discusses trends in the international hospitality industry. Millennials are now the fastest growing customer segment for hotels. They value convenience and mobile access to information. Hotels must be aware of emerging trends like increased use of technology, changing consumer demands, and a more diverse range of brands. A PESTEL analysis identifies political, economic, social, technological, legal and environmental factors affecting the industry in areas like the UK. Recommendations include developing mobile apps, online advertising, flexible booking options, and customer satisfaction initiatives as well as long term environmental sustainability. The conclusion stresses the need for hotels to adapt marketing in real-time to address fast changes in the operating environment through guest content and strategic content marketing.