Intense competition: Marriott faces intense competition from established hotel chains and emerging players such as Airbnb and other alternative lodging providers. This competition may lead to price wars and make it difficult for Marriott to maintain or grow its market share.
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The hotel SWOT analysis will recognise internal factors that may hinder the hotel's performance. These might include outdated facilities, limited marketing budget, understaffing, high employee turnover, or negative reviews on online media.
Hotel Managers can face depression, drug abuse and alcoholism – that make their jobs particularly stressful. Lack of time for Hotel Guests and Employees.
Airbnb's disruption of the hotel industry is significant, both existentially and economically. A recent study by Dogru, Mody, and Suess (2018) found that a 1% growth in Airbnb supply across 10 key hotel markets in the U.S. between 2008 and 2017 caused hotel RevPAR to decease 0.02% across all segments.
Competitive threatsHosts can decide to use some of the competitors, and they often cross-list their offerings. Similarly, guests may decide to prefer another short-term rental platform. The high rivalry might lead to a decrease in demand for Airbnb from both hosts and guests.
These declining revenues are the result of a slowdown in post-pandemic travel demand to go along with a massive increase in Airbnb supply, trends which are now causing many Airbnb operators to lose money on their rental.