1. Factual and realistic findings of the organization’s current challenges and issues.
Direct challenges
Managing hotel’s standard and luxury brand image.
Hiring the most appropriate employees.
Complexity in booking arrangements and guest profiling.
Expanded competition.
Managing social media and other customer relationship management channels.

2. High taxes on air tickets, vehicle renting and hotel rooms.
Challenges for tourism industry as a whole.
High taxes on air tickets, vehicle renting and hotel rooms.
Increased uniqueness due to globalization.
Increase in fuel prices.
Revolution in wireless telecommunications.
Negative intention among foreigners on safety and security.
Health issues.
Legal and political environment of countries.