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7 pages/β‰ˆ1925 words
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MLA
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Business & Marketing
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Essay
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English (U.S.)
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Trend report Essay. Business & Marketing Assignment

Essay Instructions:

For this assignment, you have been asked by your supervisor to create a trend report that examines the impact of a recent trend in the hotel industry, and the potential impact on Metropolitan Hotels specifically.
Steps:
After reading the two chapters for this unit and completing the assessment, you will need to choose a topic. You can choose any topic from the list below, or any other topic you like. IF YOU CHOOSE A TOPIC FROM OUTSIDE THIS LIST, EMAIL ME WITH YOUR CHOICE BEFORE YOU BEGIN WRITING.
Some examples of relevant topics include:
The effect of AirBNB on the hotel industry
Changing customer loyalty programs and whether Metropolitan Hotels should adopt one
Sustainability and/or Corporate Responsibility
Catering to an increase in international travelers coming to the US
Use the PSU library to gather at least ten resourceson your topic in the hotel industry. There is a link to some library sources about general demographic data at the bottom left of your screen, as well.
Appropriately document your sourcesusing APA format (guide can be found at the OWL at Purdue here: https://owl(dot)english(dot)purdue(dot)edu/owl/section/2/10/ (Links to an external site.) (Links to an external site.))
Compose a Trend Report that has the following sections:
Executive Summary
Your executive summary should give an overview of the entire document, including background, research sources, and conclusions or recommendations.
Introduction
Your introduction should introduce the background, explain the problem and why we as an organization should pay attention to it.
Additionally, your introduction should preview the rest of the report - what information will I find in which sections?
Trend Analysis
Based on your research, is the problem growing or subsiding?
What is your estimate of the overall financial impact on the hotel industry of the problem?
What potential problems are present for us at Metropolitan Hotels?
Recommendations
What steps should we take to be proactive about this trend?
If there is a potential financial impact, what should we do to be prepared?
References
Your report should be 7-10 pages long, inclusive of references, double-spaced.

Essay Sample Content Preview:

The Effect of Airbnb on the Hotel Industry
Name
Institutional Affiliation
Executive Summary
Airbnb has revolutionized the tourism and hospitality industry. It has elevated the perception that is directed towards the sharing economy concept. The number of guests, as well as listings, has been on rising steadily. This trajectory has led to decreased revenues for the metropolitan hotels. Also, in some cases, they have had to downsize their employees. The current growth in Airbnb places the hotels in tricky positions that they have to introduce newer measures to counter the threat. For instance, they have to redesign their rooms to offer better ambiance. Also, they can allow for services such as cooking, which is a primary element in Airbnb cribs. On the other hand, the firm ought to save as much cash reserve as possible for any changes in the marketplace.
The Effect of Airbnb on the Hotel Industry
Introduction
The advent of the internet and the exponential rise in civilization is causing significant changes in several industries including tourism and hospitality. The sharing economy has been one of the greatest technological innovations with Airbnb bringing much change to the tourism and hospitality industry. A sharing economy promotes the sharing of goods and services that would otherwise be idle. Technology has facilitated this procedure as people can share their unoccupied rooms and homes to travelers bridging conventional services that were only provided by the premium hotels.
Both Airbnb users, sellers, and buyers perceive the platform as important in that it has reduced startup costs and convenient respectively. It allows individual entities to fight for the same consumer dollar with the giant players. The platform, which was founded in 2008 by Joe Gebbia and Brian Chesky, has enlisted more rental rooms than another hotel chain globally. Metropolitan hotels must get concerned with the trend that Airbnb is creating in the market because it is beginning to focus on business travelers, which was their primary market segment. Further, the launch of Airbnb for Business implies that the technology firm is in to grab the greatest market share it can. Estimations indicate that hotels are losing $450 million annual direct revenues to Airbnb (Shrestha & Fissha, 2017). Hotels must search for another effective approach in marketing their products or else they face the risk of lagging. The rise of Airbnb has guaranteed the spread of income among many potential hosts and convenience among users posing a significant threat to the traditional players including metropolitan hotels.
Trend Analysis
In the quest to provide better analysis for metropolitan hotels, there is a need to ascertain the trajectory of this new development. The sharing economy, as complicated as the phrase might sound, is never a new concept. It reminiscences instances where people offer each ride or hosting their guests in their houses. The modification in the contemporary environment is that these services are not done to help friends instead, similar services are offered to strangers in exchange for cash (Sundararajan, 2016). Hamari, Sjoklint, and Ukkonen (2016, p. 1) define a sharing economy as “the peer-to-peer-based activity of obtain...
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