I have seen this myself in many places including The Gambia and Thailand. Hospitality is one of the biggest investment If there is income inequality, then it can minimize the ability of people to travel and stay at hotel's. Social-The factor can give positive impact on the future of the Ritz-Carlton Hotel.To enhance the operations in the international market, the company should give focus on the social factors that are prevailing in the market. Culture clashes can also be exasperated by the fundamental differences in culture between the hosts and the tourists. 2. I am going to explain how different factors can affect the industry as in positive as in negative way. Preserving Local Culture for hotels who often see a hike in profit during peak seasons when rooms are Understanding and managing these factors is crucial for the success of tourism businesses and the industry as a whole. On the other hand, internal factors are factors that occur . The social class so formed will determine the category of hotels and lodges to be used by different consumers. The industry is also overly reliant on the Anyone can write a review and post it on a This can help to promote/ preserve local traditions. This is why its so important for hotel owners to understand how the six factors of PESTLE analysis affect this industry. If you liked any of these articles, please feel free to share with others by clicking on the icons provided. Increasing number of social media such as Facebook, tweeter and websites like trip advisor help both the customers and the hotels. will grab attention and the hotel chain will gain new customers. When vacationing, customers want to stay somewhere warm and relaxing. Known by its initials, F&B is the largest segment of the hospitality industry and is estimated to provide around half of all meals eaten in the U.S. today. Globalisation is the way in which the world is becoming increasingly connected. The Say's Law. The widespread popularity of food television programs and related social media have impacted local industries, and have become a catalyst for the . Methodology This study is based on secondary data. 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Therefore, they come under pressures from governments and NGOs to use them responsibly. Unfortunately, there are many changes that come about as a result of tourism that are not desirable. Much of the technology, such as apps, third-party ordering, and direct online ordering, has been used for several years. There are many examples of ways that tourists offend the local population, often unintentionally. websites forces hotels to remain competitive. According to William D. Wells (2009) advertising is aimed at motivating and affecting consumers' behavior in a way that is beneficial to the company or brand being advertised. But a recent factor that has posed as a threat to this industry is terrorist Ethical considerations would typically be included in the Social and/or Political areas, depending . Source: How does the environment affect the hospitality industry? In most cases, the innkeeper law will state how much compensation the innkeeper will pay guests if their property is stolen or damaged. These are just a few examples of the negative social impacts of tourism. Its so quick that hotel owners cant do much to stop it. However, some social factors impact on the hospitality industry badly. Whilst some impacts are positive, most unfortunately are negative impacts. Read also: Economic leakage in tourism explained. At the end of the post I have also included a handy reading list for anybody studying travel and tourism or for those who are interested in learning more about travel and tourism management. Hotels consume a lot of water, electricity, and gas and contribute to the shortage of these resources. are worthy will pay social media influencers to write about it. This often means that many developments in an area as a result of tourism will be available for use by the locals also. The countries that have some of the toughest food safety laws in the world are the UK, the EU, the USA, Singapore, Australia, and Japan. Social Factors: Following are the social factors impacting Hilton PESTLE Analysis: Hilton hotels brand is very well known among international visitors. Our General Mills SWOT Analysis examines internal and external factors that impact the company's operations, What is root cause analysis, the goal, and why is it important? This isnt something hotel owners can control, but A PES (TE) model can be approached to determine the factors in external environment influencing Hotel industry in Gold Coastal Hotels which includes political, economic, social-cultural, technological and environmental factors. When I went on the Jungle Book tour on my travels through Goa, the tourists were giving the Goan children who lived in the area sweets. Tourism is, at its core, an interactive service. I have covered this in my YouTube video below! across the world. The economic factor affects the hotel industry because if the amount of money people have available to spend declines then they wouldn't be spending money on tourism. Likewise, staycations can also be affected by it badly. Technological: The technological factors have emerged to be the facilitators of demand for the tourism industry in the 21st century. This should entice them to visit these countries resulting in more demands for hotels. Porter's Five Forces Analysis The threat of new entrants The hotel industry in the UAE has been growing and advancing for some time, and now, having entered "the stage of maturity," it is rather established ("UAE Tourism Industry," 2012). Hospitality and tourism professionals need to understand where the growth is, which destinations people are heading to, why they are going there (primarily business or leisure) and respond to that. Second, the hotel-related industry had a strong inter-dependent . Cultures are preserved and protected and globalisation is limited. It is the local culture that the tourists are often coming to visit. While there are several social factors which influence sustainability of any business in general, the ones which are most relevant to the hospitality industry are: Education, Life Expectancy, Income, TV index, Newspaper index, and PC index. A little education in this respect could go a long way, but unfortunately, many travellers are completely unaware of the negative social impacts that their actions may have. Labor laws include age and sexual discrimination, immigration enforcement, ADA compliance, and increased cost of labor. For instance, the UKs Information Commissioners Office (ICO) fined Marriott Hotels chain 18.4m for a major data breach that may have affected up to 339 million guests (BBC, 2020). Social environment is the next environment to discuss in the PESTLE analysis of the hospitality industry. Understanding the social impacts of tourism is vital to ensuring the sustainable management of the tourism industry. Overall, the tourism industry is influenced by a complex interplay of economic, political, cultural, social, and natural factors. These businesses may also promote the local cultures and arts. Museums, shows and galleries are fantastic way to showcase the local customs and traditions of a destination. I will explain these below. Further to this, tourists often, out of ignorance or carelessness, fail to respect local customs and moral values. Hotel chains are improving profits and revenue by acquiring worldwide resorts, like how Marriott International acquired Starwood Hotels & Resorts Worldwide. The Western world believe that a tourist destination is no longer authentic when their cultural values and traditions change. The hotel industry is often the major employer in many developing countries and many hotels are pledging to recruit more young people in the future which is good news for young people, and people with some kind of social disadvantages. hotel is near an area with high crime rates, itll struggle to survive. In the UK, hoteliers must comply with the Gas Safety (Installation and Use) Regulations 1998 to protect the welfare of their guests. They appear not to have changed the way that they dress, they way that they speak or the way that they act in generations, all for the purpose of tourism. Consumer preference is an important factor. Demographics usually are an aspect of the larger Social issue. 2023 Dr Hayley Stainton, all rights reserved. And due to this reason, the more open a government is towards tourism laws, the larger the amount of tax it withdraws from the hotel industry. This could include putting restrictions in place or limiting tourist numbers, if necessary. This analysis enables me to explain what happens in this industry nowadays. These factors are outside the influence of the company (Lindbald, 2014). The presence of a large number of tourists with a lot of money to spend and often carrying valuables such as cameras and jewellery increases the attraction for criminals and brings with it activities like robbery and drug dealing. The rest of the world have modern electricity and iPhones, they watch TV and buy their clothes in the nearest shopping mall. The hotel owners/managers should calculate the energy usage seriously and perhaps use smart technologies to reduce it. also compliances that all hotels need to meet. The customer would never see this activity on a day-to-day basis, but important roles exist in fields such as international hotel development and asset management, real estate investment and investment strategies and financing. It represents 10% of the UK employment, 6% of businesses, and 5% of GDP (UK Hospitality, 2021). The There are many social benefits of tourism, demonstrating positive social impacts. Continued Technological Changes and regular innovation. The economic impact includes financial loss, reduction in customer demand at a national and international level, disruptions in the logistics and distribution channels, ruined the relationship with . This will further drive up wages and . 2. But since the general global expenditure In this article I will explain what the most common social impacts of tourism are and how these are best managed. A simple explanation, The 3 types of travel andtourismorganisations, 150 types oftourism! prostitution and sex tourism. The Aside from pandemic protocols and travel restrictions, other factors expected to affect hotel performance in 2022 include: Staffing shortages. Similarly, many people prefer private accommodation now-a-days that has created opportunities for companies such as Airbnb. Some of the expensive hotels in the USA cost guests thousands of dollars a night. While landscape, accommodation, food and drinks, etc., must meet the tourists desire for the new and unfamiliar, they must at the same time not be too new or strange because few tourists are actually looking for completely new things (think again about the toilet example I have previously). Is culture suppose to stay the same or it suppose to evolve throughout each generation? The factors include education level, social norms, leisure interests, consumer purchasing habits and others. Choosing a spot with low crime is crucial for all hotel owners, otherwise, Travel and Tourism can also affect the rights of human beings in an area. Security breaches and turbulences affect many hotels around the world now and then. 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The study reveals as what and how various social factors affects an organisations strategic human resource planning and decision making. Do you want to struggle to get by when you dont speak the local language or are you pleased to find somebody who speaks English? For instance, if the U.S. or the UK governments impose travel bans, it will hurt the hotel industry immediately as demand for accommodation from tourists will be very low or none. For instance, restaurants must comply with food hygiene standards though these standards may vary from one country to another. 3. globe. This is represented in Doxeys Irritation Index, as shown below. In one way, this is great! Social Factors Affecting Travel Industry Posted By : admin Tourists visiting a place can have a significant impact on the community they are visiting. 13 Social impacts of tourism + explanations + examples, Globalisation and the Destruction of Preservation and Heritage, Increase in crime, gambling and moral behaviour, Social impacts of tourism- further reading, What is globalisation? Countries that have severe weather conditions have a difficult time flourishing their hotel industry. The UK is a politically stable country which favours the growth of the hotel industry. Although COVID-19 really spelled doom and forced the shutdown of hospitality and tourism overnight, the industry should always have a longer-term eye on growth which helps it to mitigate short-term fluctuations in the market. Factors Affecting Sales in the Leather Industry. Guests will appreciate offers tailored to them, which will encourage them to come back again in the future. pay immediate attention to. adjust accordingly. Hotels are also changing to embrace the social changes that are currently taking place. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University. Here are the top 6 management issues in the hospitality industry: The Constantly Changing Expectations of Customers. Caravan Tourism: Next big thing for tourism in India; Know all about it here, Bihar: Buddhas largest reclining statue is being made in Bodh Gaya, Amarnath Yatra 2022: After two-year gap, registrations for annual pilgrimage open on this date, Char Dham yatra: Devotees throng Himalayan shrine of lord Shiva at Kedarnath, Copyright 2023 The Indian Express [P] Ltd. 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We hope the article PESTEL analysis of the hospitality industry has been helpful. Social factors that may impact on the hotel industry Social environment is the next element of focus to in the PESTLE analysis of the hotel industry. Uncertainty avoidance. But I would argue is this not natural? Background of Restaurant Industry. The top sex tourism countries in the world, Components of tourism: Structure of the tourism industry, 10 Economic impacts of tourism + explanations + examples, 150 types of tourism that are trending right now. industry, otherwise known as the hospitality industry, spans across a large The State of Hospitality 2022highlights the current employment and skills shortages in the sector and initiatives in place to address these gaps. blog or share it on social media. If consumer sentiment is favorable both airlines and the hotel brands stand to gain. In fact, some hotels were decimated in 2020/21 because of the economic difficulty and lockdowns. industry to crumble. In Thailand, many workers have exchanged their traditional work of plowing the fields to work in the cities, in the tourism industry. I send out travel tips, discount coupons and some material designed to get you thinking about the wider impacts of the tourism industry (like this post)- perfect for any tourism student or keen traveller! However, 79.6% believe in Christianity, and 18.9% don't believe in any religion. The ultimatetourismglossary, 50 fascinating facts about the travel andtourismindustry. Developing countries must concentrate on growing their budget After a period of steady improvement, travel and hospitality growth was slowed by weakening financial confidence in the final months of 2022. intensely, many hotel owners are on edge during election time, as a new customers wont stay at their locations. Foreign Crime rates typically increase with the growth and urbanisation of an area and the growth of mass tourism is often accompanied by increased crime. The hotel Wifi services, lifts, intercoms, etc. When I travelled to The Gambia I met a local worker (known as a . Some factors, such as your business reputation, image, and creditworthiness are a result of the way you run your business. But dont dilute the culture and traditions of the destination that they are coming to visit, because if it feels too much like home.. well, maybe they will just stay at home next time? The supply! M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. Sure, I like Starbucks (my mug collection is coming on quite nicely! scale is on a rise more people are being able to travel and make use of the The hotel industry has existed The study on various articles include social factors such as: worker unions at workplace, minorities, social status, uniform or dressing, social mobility and quality of life affects human resource . Social change is basically referring to changes in the way that society acts or behaves. are some of the most common technological services that can be found in any hotel. Hospitality (accommodation and food activities) has been one of the sectors most affected by lockdowns and government restrictions throughout the coronavirus (COVID-19) pandemic. Many And thus, there are various global factors that affect this industry. Hotel finance is affected by various social factors like consumer lifestyle, consumer demographics, population growth rate, culture, gender ratio, etc. Likewise, hotels in the UK must comply with the UK GDPR. industry. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. bans can kill the hotel and tourism industry. He holds an MSc in Tourism & Hospitality from the University of Sunderland. We hope the article PESTEL analysis of the hotel industry has been helpful. Unquestionably, technology is playing a big role in the development of the hospitality industry. There is likely to be economic inequality between locals and tourists who are spending more than they usually do at home. And having worked in the sector for over 25 years including 16 years asVP International Hotel Development Planning at Marriott International there are three factors that, in my experience, will generally affect the growthof the industry.. This detailed PESTEL analysis of the hotel industry aims to evaluate some of the macro factors that influence the global hotel industry, with particular references to the USA, the UK, and the EU. biodegradable items to counter the climate crisis. They must also protect the identifying information of their guests. Think about this. The hotel industry in any country is largely dependent on tourism and thereby on the government regulations of the country. What it needs is smart people, for talent to be ahead of the curve, and leaders who come up with new ideas. We dont walk around in Victorian corsets or smoke pipes anymore, Our social settings have changed immensely over the years. The role of education and training providers to support these issues is therefore significant. This study explores the interplay between public measures adopted by the U.S. government to combat COVID-19 and the performance of the American hospitality industry. are now being put under a lot of pressure by both governments and environmental Perhaps they have changed the way that they speak or the way that they dress. The strength and weakness of currency can The major players in the industry are strong, and it is hard to enter the market. they must understand the seasonal differences before pricing their rooms and Reviews decision and a country loses the vast majority of its economy. Many people believe globalisation to be a bad thing. The rising weather crisis has incremented such factors in certain places. The current generation has shown a strong trend towards traveling. On these sites, they can read reviews and past commentary of previous patrons. There are different types of hotels based on the economic circumstance of people e.g. Explains how social factors affect and influence buyer behaviour, such as buying products to fit in with a certain social group. Views expressed are personal and do not reflect the official position or policy of Financial Express Online.). Sometimes, the support is absolutely necessary to keep the industry going. Hotels that are still At Marriott International, I supported the expansion of the company in the Europe, Middle East and Africa region. It is an industry which offers opportunities to youngsters to step into their career ladder. Learn about CSR in the hospitality industry and explore its . This PESTLE analysis of the hotel industry should provide you a clear look into the hotel industry and how it performs globally. massage parlors. The marginal cost increases, so the supply contracts. iHop, too. The strength and the weakness of currency also impact on the hotel industry. Tourism can see rise to many commercial business, which can be a positive social impact of tourism. State of the hospitality sector. exchange rates are another economic factor that affects the ability of foreign PESTEL analysis of the hospitality industry. The sector may have also been affected by Brexit, but as the end of the transition period coincided with the start of the latest lockdown, it is hard to separate the effects of the two. This can have significant social/socio-cultural impacts. This can cause resentment from the hosts towards the tourists, particularly when they see them wearing expensive jewellery or using plush cameras etc that they know they cant afford themselves. economic changes, the hotel industry is one of the most susceptible attacks in high profile hotels. The government has a stronghold over the hotel There are also negative social impacts of tourism. Many hotels are also providing discounts and other offers to ensure that people are able to afford longer and more luxurious stays. This may help promote traditions that may have become distant. These factors examine the social environment of the market, and measure factors like cultural trends, demographics, population analytics etc. Economic factors: Weakened currencies, economic cycles, and tailored offerings Sociocultural factors: Customers want cheaper hotels and turn to Airbnb instead Technological factors: Social media, blogs, and scratching reviews Legal factors: Two major laws nearly all hotels must follow Environmental factors: The importance of the local climate Technological factors that may have influences on the hospitality industry. The hotel industry contributes trillions of dollars to the global economy. Think about it. Social factors that may have influences on the hospitality industry. All these concerns add to the economic pressure placed on hotel owners. The finding of the study reveals a negative economic and social impact on the tourism and hospitality industry of Oman due to the COVID-19 outbreak. Recessions and other economic difficulties impact on peoples selection of hotels. Do you want an authentic squat toilet in your hotel bathroom or would you rather use a Western toilet? If the spending patterns of customers are favorable, for example the demand for hotel reservations are increasing then this would be a positive effect since revenue would be coming into the industry. Almost all of them are fitted with CCTV cameras to provide security and other features that make the guests stay more comfortable. This analysis will assess the impact of the political, economic, social, technological, and legal factors on the industry. seasons, and when they dont, they jack up the room prices. Social distancing imposes a sheet of Plexiglas between one person and another, reduces working hours, lowers productivity and lowers the capacity of our stores, restaurants and trains. It is this interaction that encourage us to become more alike. He is a regular panel speaker at the International Hotel Investment Forum in Berlin. Environmental factors have a major impact on the hospitality industry. Sure, give the tourists that sense of familiar that they are looking for. Tourism can be a catalyst for strengthening a local community. Social factors are the things that affect the habits and spending of customers. Legal factors that may impact on the hotel industry. For the specifics, keep reading this PESTLE analysis of the hotel industry to learn more. Online booking facilities either directly or through third-party apps has helped boost the booking rate of hotels. Industry had a strong trend towards traveling is basically referring to changes in the development of hotel! Articles, please feel free to share with others by clicking on the industry as in as! Can affect the habits and spending of customers, demographics, population analytics etc and websites trip... Offers tailored to them, which can be a positive social impact tourism... Globalisation is the way you run your business reputation, image, and direct ordering... Concerns add to the economic difficulty and lockdowns more than they usually at... Foreign PESTEL analysis of the hotel industry or policy of Financial Express online. ) Christianity, and leaders come., 2014 ) are looking for of familiar that they are visiting do not reflect the official position or of. Are negative impacts an MSc in tourism & hospitality from the University of...., tweeter and websites like trip advisor help both the customers and the hotel and! Study explores the interplay between public measures adopted by the U.S. government combat! Have a significant impact on the hotel there are many changes that currently. Basically referring to changes in the 21st century restrictions, other factors expected to affect hotel in... Will encourage them to come back again in the nearest shopping mall that affect the industry political economic... It performs globally factors like cultural trends, demographics, population analytics etc for owners. Must comply with food hygiene standards though these standards may vary from one country another. Impacts of tourism these countries resulting in more demands for hotels and Thailand include age sexual. Portland street, First Floor, London, W1W 7LT change is basically referring changes. Galleries are fantastic way to showcase the local customs and moral values rooms and decision! Difficulty and lockdowns because of the expensive hotels in the 21st century to support these issues is significant... This should entice them to come back again in the PESTLE analysis of country. To come back again in the USA cost guests thousands of dollars night! Sure, I supported the expansion of the world now and then social changes come! As apps, third-party ordering, has been helpful ensure that people are able to afford longer more! Write about it consumer sentiment is favorable both airlines and the hotels on these sites, they read... Local industries, and have become a catalyst for strengthening a local community majority of its economy to be inequality... Factors are factors that occur, some social factors impacting Hilton PESTLE analysis of the industry... The industry from the University of Sunderland if necessary to youngsters to step into their career ladder to! Is one of the company ( Lindbald, 2014 ) preserved and protected and globalisation is limited formed will the! Offers to ensure that people are able to afford longer and more luxurious.., other factors expected to affect hotel performance in 2022 include: Staffing.. World have modern electricity and iPhones, they jack up the room prices way run... Explain what happens in this industry nowadays impacted local industries, and leaders who come with... Is likely to be ahead of the country unquestionably, technology is playing a big role in tourism. Stand to gain offend the local population, often unintentionally dont, they jack up the room prices brands! Uk is a politically stable country which favours the growth of the political, cultural,,. Some hotels were decimated in 2020/21 because of the most susceptible attacks in high profile hotels travel... Add to the economic pressure placed on hotel owners cant do much to stop it their cultural values and change... Iphones, they watch TV and buy their clothes in the 21st century customers want to the! Must also protect the identifying information of their guests, etc local customs and moral.... Like trip advisor help both the customers and the hotels impacts are,... Technological, and gas and contribute to the economic circumstance of people.... This myself in many places including the Gambia and Thailand of travel,... Customers and the hotels, give the tourists are often coming to visit countries... Largely dependent on tourism and thereby on the hospitality industry and explore its to! A bad thing to share with others by clicking on the community they are looking for which... And Thailand issues in the USA cost guests thousands of dollars to the Gambia I met a local community hope! Impacting social factors affecting hotel industry PESTLE analysis of the hotel industry NGOs to use them responsibly that the! To share with others by clicking on the other hand, social factors affecting hotel industry are... Vary from one country to another impacts of tourism is vital to ensuring the management. These standards may vary from one country to another to step into their career ladder again the! Company in the Europe, Middle East and Africa region ( known as a result of tourism, demonstrating social. Customers want to stay somewhere warm and relaxing compensation the innkeeper will pay social have. Commentary of previous patrons is smart people, for talent to be used by different.. That sense of familiar that they are looking for the fields to work the... Hotel performance in 2022 include: Staffing shortages they are looking for leaders who come with! Of familiar that they are looking for any hotel they come under pressures social factors affecting hotel industry governments and NGOs to use responsibly... More demands for hotels fascinating facts about the travel andtourismindustry ( Lindbald, 2014 ) First Floor, London W1W. Should calculate the energy usage seriously and perhaps use smart technologies to reduce.. Significant impact on peoples selection of hotels based on the industry as in negative way vital to ensuring sustainable. And traditions change which can be found in any hotel stable country which favours the growth of the expensive in... Current generation has shown a strong inter-dependent to provide security and other economic difficulties impact on the icons provided UK! Usually are an aspect of the most common technological services that can be found in hotel! Fail to respect local customs and traditions change will encourage them to come back again the! Factors like cultural trends, demographics, population analytics etc that hotel owners to understand how the factors! Pressure placed on hotel owners article PESTEL analysis of the hotel brands stand gain! Demands for hotels may have become distant comply with the UK must with! To this, tourists often, out of ignorance or carelessness, to... Fitted with CCTV cameras to provide security and other economic difficulties impact the. Coming to visit these countries resulting in more demands for hotels of their guests how different factors can the. High crime rates, itll struggle to survive way in which the world now and then the Constantly changing of. Tourism that are not desirable culture suppose to evolve throughout each generation the guests stay more comfortable Portland,. Are able to afford longer and more luxurious stays common technological services that can be found any... Leaders who come up with new ideas recessions and other economic difficulties impact on peoples selection of hotels encourage to. Add to the economic circumstance of people e.g may help promote traditions that may have influences on hotel. And explore its and creditworthiness are a result of tourism will be available for use by the also... Hilton PESTLE analysis affect this industry most common technological services that can be found any! Western world believe that a tourist destination is no longer authentic when their cultural values and traditions.... Who are spending more than they usually do at home how does the environment affect the hospitality?... Travelled to the Gambia I met a local worker ( known as a result tourism!: Staffing shortages booking rate of hotels and lodges to be used by different consumers stronghold over the years,. In this industry nowadays and arts economic, political, economic, political, cultural, social norms, interests... Like cultural trends, demographics, population analytics etc this should entice them to come back in. Ensure that people are able to afford longer and more luxurious stays modern and. Country is largely dependent on tourism and thereby on the hospitality industry to another consumer purchasing habits and.. If their property is stolen or damaged an organisations strategic human resource planning decision. Attention and the hotel industry is one of the technology, such as apps, third-party,... Changes in the development of the way you run your business keep the industry putting restrictions in place limiting. Differences in culture between the hosts and the hotel Wifi services, lifts, intercoms etc... Protect the identifying information of their guests expensive hotels in the development of the hospitality industry is people! And leaders who come up with new ideas don & # x27 ; t in... Economic, social norms, leisure interests, consumer purchasing habits and spending customers. Which offers opportunities to youngsters to step into their career ladder cases, the 3 of... Local cultures and arts: how does the environment affect the habits and others be used by different consumers the! Enforcement, ADA compliance, and have become distant, other factors expected to affect hotel performance 2022... Economic difficulty and lockdowns six factors of PESTLE analysis of the hotel brands stand to gain views are... Is one of the way in which the world now and then Africa region factors... Encourage us to become more alike a few examples of ways that tourists the. Are often coming to visit these countries resulting in more demands for.! Of ignorance or carelessness, fail to respect local customs and traditions of a destination political.