A Study of Marketing Strategies for Mid-To-High-End Hotels Based on PESTEL And SWOT Analysis-Taking Atour Hotel as an Example

Abstract

The global economic recovery has driven the development of various industries. With the growth of the tourism industry, the hotel industry has shown a thriving trend. In recent years, the emergence of many mid-to-high-end hotels has intensified competition within the hotel industry. Among the large scale of mid-to-high-end hotels, marketing strategies have become a core component of their development. High-quality marketing strategies can promote the rapid growth of hotels, and the competition among hotels is essentially a competition of marketing strategies.In order to investigate whether the mid-to-high-end hotel industry still has potential for future development and how mid-to-high-end hotels can formulate marketing strategies that suit their own circumstances, this paper will introduce the PESTEL analysis method and SWOT analysis method. First, it will analyze the impact of the macro environment, and then, using Atour Hotels as an example, it will analyze how the hotel adjusts its marketing strategy through internal and external development opportunities, as well as the challenges and risks it faces. Subsequently, this paper will provide recommendations for improving the marketing strategies of mid-to-high-end hotels based on the above analysis. Research has shown that although the mid- to high-end hotel industry faces some existing problems and future risks, there is still enormous room for growth. If hotels can seize opportunities and identify their own issues in a timely manner, they will be able to formulate marketing strategies that align with their own development.