Activity SWOT analysis

Step 1. The Manager of Sunshine Hotels has conducted a SWOT analysis of this hotel chain, but the different aspects have been jumbled accidentally. Classify each aspect into four categories: Strengths, Weaknesses, Opportunities, and Threats.

Aspects:

1. Prime locations
2. High operating costs
3. Expansion into emerging markets
4. Excellent customer service
5. Economic downturns
6. Limited online presence
7. Sustainability initiatives
8. Diverse amenities
9. Seasonal dependency
10. Intense competition
11. Partnerships with travel agencies
12. Changing travel regulations

Step 2. Match each one of the aspects above with its corresponding explanation below. Discuss and justify your choices.

Explanations:

1. The cost of maintaining high standards and diverse amenities is significant, impacting profit margins.
2. Revenue is highly dependent on peak tourist seasons, which can lead to fluctuations in income.
3. New travel restrictions or regulations can affect international tourist arrivals.
4. The hotel chain is known for its exceptional customer service, which leads to high customer satisfaction and repeat business.
5. Economic instability can reduce travel spending, impacting occupancy rates.
6. Sunshine Hotels are located in popular tourist destinations, attracting a high number of visitors.
7. The hotel chain has a weak online marketing strategy, leading to lower visibility compared to competitors.
8. Offers a wide range of amenities, including spas, gyms, and conference facilities, catering to both leisure and business travelers.
9. Forming alliances with travel agencies can increase bookings and brand visibility.
10. There is potential for growth by expanding into emerging tourist destinations.
11. The hotel chain has implemented eco-friendly practices, which can attract environmentally conscious travelers and reduce operating costs.
12. The hotel industry is highly competitive, with new entrants and existing competitors constantly vying for market share.

Step 3. Reflect on what you learned from the activity and discuss how conducting a SWOT analysis can be beneficial in your future career in tourism and hospitality.

Source: Microsoft. (2025). Copilot [Large language model].