Marketing Audit Hotel
Introduction – Hotel Industry and Catering
The purpose of this report is to evaluate The Felbridge Park Hotel’s marketing capabilities. This family owned business based in Sussex belongs to the UK Hotel Industry. Elements of Hotel Catering are also included in discussion due to the hotel’s restaurant. The recession is the main economic factor affecting this industry. 2009 has been tougher than 2008, ‘although there has been an increase in the number of consumers taking UK breaks in 2009 , it is the cheaper end of the accommodation market that has seen the most benefit from this, eg budget hotels and the likes of Butlins.’ (Mintel 2009) (See Appendix Figure 1). The strongest macro-economic factors affecting hotels are political/legal and economic. Nonetheless environmental, socio-cultural and technological are also regarded.
External Analysis
Macro-Environment
PEST Analysis
Political/Legal: Licences to operate interfere and they can change with political times. Tort of negligence and discrimination laws are other factors affecting Fekbridge Park Hotel as the swimming pool can be a hazard and staff can be accused of negligence. Overbooking is liable to tort of negligence. All these can financially affect the hotel; in addition they might ruin its reputation. There are laws regarding eviction, reasons must be clearly stated. The restaurant is taken separately, having its own legal and political factors, although they are similar to the ones mentioned above.
The industry is facing an increased amount of bureaucracy with the ban on smoking in public areas and increasing concerns about binge-drinking. This comes, of course, on top of the existing costs of complying with Health and Safety Legislation.
Economical: ‘The hotel market generally has been one of the worst affected by the recession in the field of hospitality, with high levels of insolvencies and redundancies rife as a way of controlling costs.(Mintel 2009) ’ This affects the disposable income,
The purpose of this report is to evaluate The Felbridge Park Hotel’s marketing capabilities. This family owned business based in Sussex belongs to the UK Hotel Industry. Elements of Hotel Catering are also included in discussion due to the hotel’s restaurant. The recession is the main economic factor affecting this industry. 2009 has been tougher than 2008, ‘although there has been an increase in the number of consumers taking UK breaks in 2009 , it is the cheaper end of the accommodation market that has seen the most benefit from this, eg budget hotels and the likes of Butlins.’ (Mintel 2009) (See Appendix Figure 1). The strongest macro-economic factors affecting hotels are political/legal and economic. Nonetheless environmental, socio-cultural and technological are also regarded.
External Analysis
Macro-Environment
PEST Analysis
Political/Legal: Licences to operate interfere and they can change with political times. Tort of negligence and discrimination laws are other factors affecting Fekbridge Park Hotel as the swimming pool can be a hazard and staff can be accused of negligence. Overbooking is liable to tort of negligence. All these can financially affect the hotel; in addition they might ruin its reputation. There are laws regarding eviction, reasons must be clearly stated. The restaurant is taken separately, having its own legal and political factors, although they are similar to the ones mentioned above.
The industry is facing an increased amount of bureaucracy with the ban on smoking in public areas and increasing concerns about binge-drinking. This comes, of course, on top of the existing costs of complying with Health and Safety Legislation.
Economical: ‘The hotel market generally has been one of the worst affected by the recession in the field of hospitality, with high levels of insolvencies and redundancies rife as a way of controlling costs.(Mintel 2009) ’ This affects the disposable income,