Page 1 of 19
Strategic Hospitality Management
CW1
Micodan CW1
, Page 2 of 19
Table of Contents
1. Demonstrate an understanding of the theory and process of strategy and its application....................................5
2. Critically analyse the internal and external business environments in which an organisation operates..............7
3. Critically evaluate alternative strategic options and plan for their implementation...........................................11
Conclusion..............................................................................................................................................................16
References..............................................................................................................................................................17
Appendix:...............................................................................................................................................................18
Micodan CW1
, Page 3 of 19
Introduction
According to Walker (2007), tourism and hospitality businesses are unified businesses that
provide a systematic way of operating in order to gain excellence. Walker’s umbrella
provides five different environments, such as:
Figure 1: Hospitality Umbrella (Walker, 2007).
Walker’s umbrella helps hospitality organisations to frame an organisational structure that
will help them create a strategy for future development and specific market. Therefore,
according to Walker’s umbrella, Curio by Hilton, operates in the lodging environment, and it
expands the brands portfolio by adding additional opportunities to better serve the existing
customers and to attract new ones.
Organisational background
The following report will analyse Curio by Hilton’s strategy management theories that
develops the company’s mission and vision. Furthermore, the internal and external
environmental impact will be analysed by using various models in order to gain a better
knowledge of companies’ position on the market.
Curio by Hilton, was first lunched in 2014, and it represents the first Hilton “collection” brand
that in four years opened more than 40 resorts and hotels in seven countries (Curio, 2019).
Curio, refers to something rare or unique, therefore, the overall strategy of the brand is to
target new customers’ requirements developed around the sharing economy
accommodation models and the new market trends, that require authentic experiences and
local feeling attributes (Hilton Brands, 2018). Thus, each Curio hotel is rated with four or five
stars, and each one of them is different from the other. In the UK, Hilton has introduced three
Micodan CW1
Strategic Hospitality Management
CW1
Micodan CW1
, Page 2 of 19
Table of Contents
1. Demonstrate an understanding of the theory and process of strategy and its application....................................5
2. Critically analyse the internal and external business environments in which an organisation operates..............7
3. Critically evaluate alternative strategic options and plan for their implementation...........................................11
Conclusion..............................................................................................................................................................16
References..............................................................................................................................................................17
Appendix:...............................................................................................................................................................18
Micodan CW1
, Page 3 of 19
Introduction
According to Walker (2007), tourism and hospitality businesses are unified businesses that
provide a systematic way of operating in order to gain excellence. Walker’s umbrella
provides five different environments, such as:
Figure 1: Hospitality Umbrella (Walker, 2007).
Walker’s umbrella helps hospitality organisations to frame an organisational structure that
will help them create a strategy for future development and specific market. Therefore,
according to Walker’s umbrella, Curio by Hilton, operates in the lodging environment, and it
expands the brands portfolio by adding additional opportunities to better serve the existing
customers and to attract new ones.
Organisational background
The following report will analyse Curio by Hilton’s strategy management theories that
develops the company’s mission and vision. Furthermore, the internal and external
environmental impact will be analysed by using various models in order to gain a better
knowledge of companies’ position on the market.
Curio by Hilton, was first lunched in 2014, and it represents the first Hilton “collection” brand
that in four years opened more than 40 resorts and hotels in seven countries (Curio, 2019).
Curio, refers to something rare or unique, therefore, the overall strategy of the brand is to
target new customers’ requirements developed around the sharing economy
accommodation models and the new market trends, that require authentic experiences and
local feeling attributes (Hilton Brands, 2018). Thus, each Curio hotel is rated with four or five
stars, and each one of them is different from the other. In the UK, Hilton has introduced three
Micodan CW1
