PEST analysis are important macro-environment factors for directors and managers, which will have an effect on decisions made with in any organisation.
Political - additional VAT 2.5% - unable to recover this from their customers as the economic situation is still extremely challenging.
Economical - all 9 hotels of Peel hotels are based in UK, which along with Europe and rest of the world straggled in past few years by economic downturn.
Socio-cultural - Warm-welcoming feel by the chairman Robert Peel and his brother Charles (own together almost 60% of shares), they are the key to the success this chain, not just for their accounting skills but customers service as well - "everyone must receive the best possible service" - Charles Peel.
Technological - Website is another key to succeed (commerce, promotions, on-line booking, etc.), however they still need to work on better marketing strategies. One thing must be given - throughout the browsing the web pages it felt as rather very honest business.
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