Analyze critically various factors that might influence or support the decision of expanding the hotel business of Repute Hotels overseas.

Executive Summary
The purpose of the report is to analyze critically various factors that might influence or support the decision of expanding the hotel business of Repute Hotels overseas. The primary selection of site is at Dubai. The task of critical assessment is divided into three major parts. In first part few relevant literatures have been reviewed to provide a PESTEL (Political, Economic, Social, Technological, Environment, and Legal) analysis of both the hotel industry and the site, Dubai. In the second part, the outcome of the PESTEL analysis is used to point key issues relating to different aspect of hotel industry and business. In the third part few recommendations have been made regarding the feasibility and prospect of hotel expansion project of Repute Hotel at Dubai.
The PESTEL analysis in the literature review section is focused mainly on the current trend of overseas business expansion, which would be helpful in devising plans and evaluating the success in implementing them. Following current trend and devising unique business plans based on the analysis will help come up with a good strategy.
In order to appraise the practicability of implementing the project, there will be a requirement to shed light on the opportunities, risks as well as challenges that Repute Hotels may face during its venture to open up a new branch. As far as the proposed destination is Dubai, there will be a focus on how the hotel industry is flourishing in the region. Supportive data and evidences are presented. Graphs and tables will be found in the appendix section.
An analysis on the hotel business trends and feasibility at Dubai reveals that hotel Repute is in a position to open up a new branch overseas. The immense profits that the hotel is experiencing can be used as a resource to support this expansion project. Additionally, an assessment of the proposed destination shows that there is the great room and potential for Repute Hotels to establish their brand in the market. In this respect, Repute Hotels should embark on implementing this project; there are more opportunities than challenges and risks, paying particularly to the chosen destination.
Aim and Objective
The aim of the research is to suggest the Repute Hotel management whether the project of expansion in proposed location at Dubai would be feasible and wise or not.
The main objective of the research is to perform a literature review that would provide a platform for PESTEL analysis of the proposed site as well as the feasibility studies on business expansion for Repute Hotel.
Literature Review
Introduction
Expansion of a business is as challenging while setting a new business. It requires critical analysis on various factors including the location, target customer, political and social environment of the proposed site, cultural perspective of population, trends of business, and the demand for the product or service. A comprehensive research on these factors can provide the management with the insight that might be useful in making the decision regarding expansion of a business. Without proper analysis and survey, a business expansion decision might be destructive, whereas a good expansion decision might help the business add more values to goodwill and reputation.
This section focuses on identifying some of the literature works that are relevant to the proposed expansion project. The literature is selected and organized in such a way to provide a good overview of possibilities on how overseas expansion can benefit a business or a corporation as well as on the potential that Dubai has in relation to the hospitality and tourism industry. Relevant data will be gathered as a demonstration of how Dubai fits into that criterion of being the best possible destination for the hotel.
PESTEL Analysis
Political Environment
It is fortunate that UAE’s political environment is friendlier for foreign business as compared to other countries of the world. However, the government structure, whether at the national or regional level, is somewhat immature though stable. Nationally, the UAE carries out its transactions as a flexible confederation of the seven regions. Since Abu Dhabi is ranked as the biggest producer of oil, its leader is automatically the one who assumes the presidency of the whole nation, while Dubai’s ruler possesses the chair of the vice-president.
Within a defined federal framework, Dubai shares several governmental functions ranging from legal, political, military to economic activities with neighboring regions. Nevertheless, each emirate has its own jurisdiction over specific functions like enforcement of civic law as well as provision and maintenance of local facilities. This means that Dubai is responsible for dealing with matters regarding civic law enforcement and control over the local government. All these are signs of good and stable governance.
The Government of the country operates within the framework of a constitution based on monarchy. Its current ruler, Mohammed bin Rashid Al Maktoum serves as the Prime Minister of the UAE as well as the member of the Supreme Council of the Union. As a state, the UAE is known to have one of the most flexible open trade policies, which has neither protective duties nor minimal import limitations. As a member of the WTO since 1996, the region experiences unlimited access to new markets hence doing away with any obstacles associated with exports. Dubai offers a free economic zone, Jebel Ali, which provides businessmen with business centers, offices, factories as well as good infrastructure.
Notably, the region is characterized by favorable legal framework for businesses with clear ownership rules. Foreigners or visitors can enjoy 49% of ownership rights; this is however restricted to limited liability corporations established within the region. However, when it comes to professional enterprises and branches of foreign organizations, foreigners can enjoy 100% of ownership rights. Moreover, the government in Dubai is heavily committed to liberal economic regulations, which include protection of intellectual property rights.
Economic Environment
The region’s main revenue are from various sectors whereby tourism tops the list followed by real estate and financial services. Other sectors that bring revenue are petroleum and gas sectors, which contribute an estimated 6% of the regions total revenue. Contrary to this, real estate and construction lead to an estimated 22% of total revenue generated. The region imposes no direct taxes when it comes to corporate profits or personal income. The only exception is for oil companies, which are forced to pay an standard rate of 55% of their total earnings. Branches of foreign banks get to pay a standard rate of 20% of total profits. The tax charged for customs duties is at 4%, which is accompanied by numerous exemptions where capital and profits experience 100% repatriation. There are no trade barriers or foreign exchange controls.
Social Environment
The majority of the population is made of expatriates who make 80%. When it comes to crime, Dubai is a safe place to be with zero crime rates. The representation of gender is however, more inclined towards males who make up 70% of the population in the region. People are allowed to marry more than once. The dress code is simple with men wearing a full-length shirt dress while women wear a long loose black robe. Though that is the case, there is no dress code and foreigners as well as residents have the freedom to wear how they chose provided they do not offend others.
Technological Environment
When it comes to technology, the region is home to a network of more than seven industrial sections. Apart from this, there is one massive business park and three free zones, which have experienced huge success since their establishment. There are two high class seaports, one major world class airport and a sector for cargo. In order to ease transportation, Dubai offers a modern highway network, accompanied by reliable telecommunication network and power facilities. Compare to any other region, Dubai offers an estimated 120 shipping lines, which are linked through a rough estimate of 85 airlines to over 150 global destinations.
Environmental Issues and Eco-tourism
Though Dubai acknowledges the benefits of environmental conservation, it experiences a number of problems such as pollution through gas emissions and toxic waste. However, there are projects, which are under way and whose focus is to foster conservation of the environment. In order foster the achievement of a good and healthy environment, the hospitality and tourism industry has embarked on a mission to establish sustainable tourism approaches. One of these approaches is green tourism, which bases on the use promotion of conservative measures. Some of these are reusing or reducing water usage, creation of effective waste disposal systems, using both sides of paper to reduce wastage, avoiding unnecessary packaging with hazardous materials among others. As an example, the establishment of the Al Maha, an eco-resort was meant to foster desert conservation. Eco-friendly mosques have also been built. They are installed with eco-friendly technologies such as solar panels, which heat water both for ablution and recycle stations. The aim is to foster treatment of water for personal and gardening use. In short, Dubai is a great place for eco-tourism.
Legal Issues
Dubai provides foreign businesses with flexible rules and regulations. There are actually few constraints that foreign corporations face if they want to establish branches in the region. As a region, Dubai enjoys the freedom of controlling civic law enforcement and activities carried out by the local government.
In summary and from the pestel analysis, Dubai offers the following advantages:
• High market rating
• Young people make up most of the population
• Stable currency
• Stable government
• Stable economic growth
• High internet penetration
• Stable and efficient infrastructure system
Summary of the pest analysis is represented in Figure 3 (Appendix).
SWOT Analysis
Strengths
• Location has great potential
• Has a wide range of hotels
• Known for providing unforgettable consumer experiences
• Hosts an array of events and festivals
• Is a 24 hour economy
Threats
• Economic slowdown
• Stiff competition from other growing locations
• Establishment of more hotels
• Gross Domestic Product heavily depends on tourism
• Environmental pollution
• Drug abuse
Weaknesses
• Relies heavily on the hospitality and tourism industry
• Promotion is not as effective
• Cost of living is expensive
• The city is very expensive hence attracting only really rich people
Opportunities
• Favors medical tourists
• Known host for global events
• Has potential for family vacations
• Potential to be an educational hub
Cross Cultural Dimensions of Dubai
Dubai offers a perfect blend of cross-cultural competence in terms of human resources, customer services, and business etiquettes. This region has multination population and is very adaptive and contains diversified culture. It has its own culture, which is neither too conservative nor too liberal. It maintains a healthy business environment for foreign investors by providing them at home feelings. The nation is not driven by a rigorous set of cultures and is tolerant to multicultural blend (Communicaid). Hence, it is favorable for expanding international business as it promises good in the long run.
Human resource is an easy product or service in Dubai. People from different parts of the world are working here for living. There is multination mix of labor or human resource, which can be very helpful for public businesses like hotel because this business offers services to customers from different parts of the world with diversified cultural settings. For an international business, a multicultural customer service workforce is very essential and helpful, which is available in Dubai.
Changing Trends of Tourism Industry in Dubai
Being a region that experiences one of the highest foreign visits, Dubai’s tourism industry has changed significantly. This is due to the different types of visitors who visit the region. The following are the various types of tourism that the region offers:
• Leisure
• Business
• Special events
• Cruise

Dubai Has More Potential
The United Arab Emirates is a well-known tourist attraction site. The region thrives in almost every aspect of the economy, thereby making it very rich and a potential market for a wide range of business ventures (Ray et al, 25). A market report on Dubai’s hotel industry shows that the region has established itself and is considered as a leading worldwide hospitality destination. According to the report issued April 1, 2014, “Dubai attracted 7.8 million hotel guests and 2.1 millionserviced apartment guests in 2012, representing a total of 9.9 million guests over the 12 month period,” (Sahoo).
As can be seen in the figure 1 (appendix), in 2012, there were “26 million hotel guest nights accompanied by 11.4 million serviced apartment guest nights in Dubai. Thus, the total demand for guest nights was at 37.4 million, a notable 64% rise from 22.8 million back in the year 2008” (Noricks).
According to the Global Destination Cities Index (GDCI) of 2013, Dubai ranked as 7th most sought out location around the globe. This was particularly focusing on international visitors who seek to spend their nights in hotels (Ahmed et al. 12). The region beat other well-known destinations such as Rome, Milan, Hong Kong as well as Barcelona. At that time, there was the biggest rise in international overnight visitors during the period between 2012 and 2013 (Jauhari).
In an article, “UAE hospitality industry main driver of jobs market ahead of Dubai Expo 2020” authors Adam Bouyamourn and Sananda Sahoo state that the hotel industry is responsible for most of the job opportunities in the region. They affirm that recruitment in the hospitality industry is growing rapidly compared to other sectors. Bouyamourn and Sahoo note that there are a number of countries which are eyeing to establish hotels in Dubai. At the moment, Mandarin Oriental Hotel based in Hong Kong is wishing to open up 200 luxury room hotel whose location will be Jumeirah Beach Road (Hui-O and Cherry). Set to launch in 2017, the hotel is currently hiring workers, in order to avoid the last minute rush. Moreover, the two authors also note that,
“Starwood, one of the largest hotel operators in the world, is scheduled to open 10 properties in the UAE through the first half of 2017. These include W Abu Dhabi, expected in 2016, W Dubai on The Palm in 2017, and Aloft Sharjah in 2016. Across its 22 properties in the UAE, the company currently has openings for 377 people.” (Bouyamourn and Sahoo).
Compared to other regions, the department of tourism and commerce marketing in Dubai is said to expect a minimum of 139 establishments. (Figure 2 represents an example of the trend of the hotel industry in Dubai). Among these are 91 hotels and 48 apartments. Currently, the supply lies at an estimated 88, 680 rooms across 634 establishments (Bouyamourn and Sahoo). More research demonstrates that there is a steady increase in the number of job opportunities in the region; they stand at 61,000 in the previous marking a significant rise from 18, 000 back in 2009. This is according to the Hospitality Employment Index, which also notes that rates from 2014 show that 291, 500 individuals were hired (Jawal).
In another article, “Dubai’s vibrant hotel industry set to increase capacity to 160,000 by 2020”, the author, Isaac John, gives an account of the hospitality industry in Dubai. John states that since 1999, the industry has experienced exponential growth (Keating and Denis). This is from 378 properties, which provide the base for 254 establishments providing an estimated 25, 188 rooms to 256 more properties, and a sum of 634 hotels and 88,888 rooms. This is an increment of over 350% following information released by the Hotel Show Dubai 2014 (John).
Notably, the first half of 2014, was quite busy for the region. An estimated 5.8 million tourists visited the region. Sources say that this was the highest number of visitors in a period of 6 months (Lu, 18). In this respect, Dubai is now on the verge of becoming one of the world’s top ranking sustainable cities. John notes that, the Hotel Show Dubai is a base on which those affecting the evolution of the hospitality and leisure globally, design as well as trends in architecture and green legislation, can use to assess the future of the hotel industry in the region (Shanklin).
More information shows that the UAE is already ranking as one among top five nations in the world, which have great potential for new hotel establishments over a period of 5 years (Ho, 5). According to John, “The UAE also has the longest pipeline of rooms under construction with an additional 32,107 rooms in the offing while the Middle East/Africa hotel development pipeline comprises 483 hotels totaling 117,450 rooms,” (Thomas).
In 2013, Dubai opened its doors to estimated 11millions visitors in 2013. This considered as a one million increase compared to the previous year. Market analysts stated that this was a positive sign and predicted that by 2020, the region will be welcoming more than 20 million visitors. According to the “Dubai Department of Tourism and Commerce Marketing (DTCM), information showed that guest numbers in all hotels between January and December reached 11.01 million as opposed to 9.96 million in 2012,” Thomas).
It is also noted that Dubai’s biggest market source were Saudi Arabia, Russia, USA, India, Germany, China, Oman, Kuwait, Iran and the United Kingdom. Helal Saeed Almarri, the director general of DTCM stated that the exponential growth demonstrated in the hotel establishment visitors in 2013 was a positive move towards the 2020 goal. He continued to say that following the announcement of the Tourism Vision for 2020, which took place in May 2013, a growth of 10.6% in hotel establishment visitors means that the region is geared towards doubling the figure of tourists received in 2012, from 10 to 20 million annually as at 2020 (Thomas). Almarri acknowledges that part of this will be made due to the never ending and always increasing appeal of the region.
Data released by DTCM shows that there was the notable increment in the number of visitors, which rose to 41.57 million, equivalent to 11% increase. On the other hand, hotel rooms’ occupancy rates as well as hotel apartments rose from 78 to 80%. Compared to 2012, where occupancy rates for hotel apartments were 76%, they rose to 82% in 2013, a notable 6% increase (Thomas). Other than that, there was also a 16% increase in revenues generated for hoteliers thus demonstrating a health state of the hospitality industry in the region. Being at 82%, the occupancy rate shows that the hotel investment is undoubtedly one of the most attractive and lucrative investment opportunities worldwide (Thomas).
There Are More Opportunities Compared to Threats and Challenges in Dubai
It is no doubt that Dubai attracts a lot of attention, however this is divided into two: good and bad. Bad attention is most experienced in sectors dealing with environmental sustainability as well as human rights, specifically focusing on labour rights. Though these issues are being handled in the Emirates as well as at Federal level, with an aim to protect the rights of workers and create relevant policies, it is imperative to be aware that the HR environment in Dubai and in the UAE is quite different (Kampaxi). This is from an administration point of view, resourcing and managing and training as opposed to other states. Any scrutiny or opportunity to improve should take these factors into account. Rather unfortunate, employee turnover and lack of sufficient skills is a common experience around industries in Dubai and this has turned to a serious problem.
Dependence on Expatriates
Dubai is known for its dependence on expatriate labour force and this is due to a number of reasons. One of the reasons is that the growth as well as professionalism required cannot be accessed locally. Apart from that, the educational system in the region does not sufficiently focus on the current needs. Vocational education in the hotel industry in Dubai and the UAE is not in existence; there are only two institutions, which offer hospitality and tourism education (Wang, Aryes, and Huyton). Moreover, it has been noted that the region acts as a destination for people from all over the world hence making it a requirement to have workers who can speak different languages. According to Loh, “…the general profile of our employees: primarily immigrant, not highly educated, and pronounced disenfranchised by many…”
The hospitality industry in Dubai has been found not to be an attractive employment site for indigenous people, upon claims that it goes against Islamic rules. On the contrary, though the government is focusing on policies in the Emirates, following the lack of significant representation of Emiratis in the labour force (Olsen and Jinlin, 3). Reports show that foreign workers currently “hold 99% of jobs in the private sector and 91% of positions in the administration in the country,” (Kambaxi). For instance, there are roughly 350,000 Filipino workers in the UAE. Of these, about 24% are professional, 35% skilled, 24% unskilled and 17% are household labourers. This uneven distribution of workers threatens national identity as well as language.
Discussion
Introduction
This section provides the findings gotten after conducting research on the feasibility of opening a new branch of Repute Hotel in Dubai. The findings are representative of ideas of individuals who perceive overseas expansion as a beneficial move in business. Apart from that, there will also be analysis of data found in respect to Dubai’s hotel and tourism industry over the past few years.
A considerable segment of the literature on overseas expansion demonstrates that this is, in most cases, a beneficial venture for business and companies willing to invest in the foreign market. Overseas expansion is termed as a marketing strategy, which exposes a business or organization to a wider scope of potential clientele group. That being the case, business should focus on expanding their market overseas; this will provide them with numerous opportunities such as getting acquainted with a new environment, which in turn exposes the company to learning new tactics related to the business.
It can be noted that hotel occupancy in the region has increased, though there is a difference between hotel occupancy in rooms and in apartments. This is clearly represented in figure 4 (Appendix). According to the Abu Dhabi Tourism and Culture Authority, the number of visitors who stayed in hotel rooms and hotel apartments in the first quarter of 2014 rose by 17% compared to the same period in the previous year. Guest nights have experienced a substantial growth since 20001 (Figure 5).
Apart from that, information obtained from articles suggests that Dubai is a potential area for a new hotel. The region currently experiences high visitor retention. For instance by the end of 2013, 11 million guests visited Dubai compared to 9.96 million in the previous. This marks a significant growth in the number of clients demonstrating that the region continues to attract more visitors annually. Moreover, more evidence shows that hotel occupancy rates rose from 2012 to 2013; in 2012, they were at 72% while in 2013, they were at 82%.
Other opportunities include exposure to a market that is already doing well in respect to hotel and tourism services. The diversity of the market in Dubai creates the chances of a company wishing to open up a new branch in the region. The in-flow of visitors in the region is continues throughout the year thereby creating business opportunities all year-round. Since Repute Hotels are involved in providing different packages for different people, this will be a potential venture for the company.
Figure 6 demonstrates the average length of stay in Dubai where there has been notable growth. The number of guests has continued to rise since 2011. Data shows that by 2011, the number had risen to 9.5 million guests compared to 4 million in 2001.
Conclusion
There is a lot of potential for the hospitality and tourism industry in Dubai. Much of the data demonstrates that the region is one of the top most ranking tourist destinations worldwide. This means that on an annual basis, the region receives many guests from all over the globe. Market predictions say that there is room for more hotels, which will aim at creating diversity and dynamism in the industry. Having many different hotels will provide options for consumers to go and try out some of them; in short, this will create a sense or feeling of adventure. In the event, the event new hotels will be at an advantage, as they will get a chance to please the ever-growing numbers of visitors. In this industry, a good impression is all that matters. Repute Hotels are undoubtedly known for their high-class service provision as well as delicacies. Moreover, the hotels are involved in promoting sustainable environment, which is a not so common concept in Dubai. Repute Hotels can thus use this gap and exploit sustainable environment as a marketing strategy. This will in turn attract both investors and customers, more so those who enjoy a good and healthy environment to relax, dine and socialize with other people.

Linear Matrix
Author Year Type of Pub. Discussion Branding Marketing Mix Buying Behavior
Communicaid 2007 Website Article This paper provides an insight of the cross culture and practice of Dubai.  ✓ ✓
Isaac John 2014 Website
Article The author focuses on analyzing the hospitality industry in Dubai. Borrowing from recent research, John asserts that Dubai’s hotel industry is destined to grow.  ✓ ×
Crosby Noricks 2010 Website
Article Noricks focuses on the impact that social media has had on marketing. The main argument is that companies should engage in social media marketing to create strong customer-brand awareness.  ✓ ✓
Sananda Sahoo n.d. Website Sahoo sheds light on the hotel industry creating a view that investors should focus their attention on this sector. Her assessment shows that the hotel industry is steadily growing in the region. × ✓ ✓
Thomas Beatrice 2014 Website In this article, Beatrice sheds light on the number of visitors that Dubai has been experiencing. She compares this to visitors in 2012. Her analysis demonstrates that there is a notable increase in these numbers.  × ×
Adam Bouyamourn and Sananda Sahoo 2014 Website In order to demonstrate the impact that the hotel industry has had in the region, the two authors, Bouyamourn and Sahoo, focus on how the hotel industry has created employment opportunities. They affirm that most people get jobs in the hospitality and tourism industry.  × ×
Olga Kampaxi n.d. Online Journal Kampaxi focuses on the human resource challenges that Dubai faces specifically focusing on the hotel industry. He affirms that though the culture of Emiratis is at risk, hotels are forced to hire foreign expatriates.  × 
Choi Jeong-Gil n.d. Online Journal Jeong-Gil focuses on the growth of the hotel industry claiming that there is potential in the market. There are more opportunities than challenges faced in venturing into this industry.  × 
Abraham Pizam n.d. Online Journal Pizam sheds light on the hotel and tourism industry, where he asserts that the industry is knowledge based. He references the different sections that are involved in this industry claiming that knowledge is required to run this sectors successfully.  × ×
David Gilbert and Powell-Perry Jan 2003 Online Journal The two authors focus on how the web has revolutionized marketing in businesses. They assert that continued benefits accrued in the hotel industry are due to using the web as a marketing tool.  × 
Ady Milman n.d. Online Journal Milman acknowledges that the hotel industry is the only one which has full advantage when it comes to theme parks. The establishment of these parks has positively influenced the market for the hotel industry.   
Jia Wang, Helen Aryes and Jeremy Huyton n.d. Online Journal The three authors focus on the influence that tourism education has when it comes to providing service to tourists. Their results are based on an Australian case study.  × 
Michael Olsen and Zhao Jinlin n.d. Online Journal Olsen and Jinlin focus on how the hotel industry is fairing. From their assessment, they assert that the industry has experienced significant growth and will continue to do so in the near future.  × ×
Carol Shanklin 1993 Online Journal Shanklin sheds focus on the responsibility that the hotel industry has toward the environment. She encourages investors in this industry to also invest in approaches toward environmental sustainability.  × ×
Sultan Sighn Jawal n.d. Online Journal Jawal demonstrates how the hotel industry has pushed development in India. He notes that there is great potential in investing in this industry both locally and overseas.   
Vinnie Jauhari n.d. Online Journal Focusing on India, Jauhari notes down some of the significant influences that the hospitality and tourism industry has had on India’s development.  × 
Vincent Heung n.d. Online Journal Heung focuses on three things in the hotel industry: development, marketing, and sustainability. He asserts that success in this industry is linked to the aforementioned aspects. In short, the three are intertwined.  × 
Kwaku Appiah-Adu, Allan Fyall, Satyendra Sighn 1999 Online Journal The three authors put much emphasis on the importance of good marketing and business strategies in the hospitality and tourism industry. These two aspects are key in the search for success in this sector.  × ×
Sunny Ham and Yung Kyun Choi n.d. Online Journal Ham and Choi stress on the relevance of the hotel industry engaging in green practices. This is seen as a way of promoting environmental sustainability, which in turn creates a good image for the industry.  × ×
Nadine Chehimi n.d. Book Chehimi focuses on how the social web influences the hotel industry. Using Germany as his case study, he emphasizes the significance of having an efficient information process.   
Robert Blomstrom 1983 Book Blomstrom’s ideas are on the use of strategic marketing in the hotel industry. His focus is on demonstrating the methods of applying effective strategies in the hotel industry.   
Timothy Lockyer 2007 Book Lockyer sheds light on the international scene of the hospitality and tourism industry. He narrows his focus down on sustainable management as a core aspect of success in the industry.   
Kidane Assefa 2012 Book Assefa focuses on the relationship or rather link between concepts and practices. He asserts that these two frameworks must complement each other in order to foster achievement of goals.   
John Shepherd 1992 Book In his book, Shepherd outlines the role of marketing in hotel and catering industry. He points out various key important aspects, which ought to be considered in marketing procedures.   
Heung V. C. 1997 Online Journal Heung sheds light on the challenges and opportunities faced by the Hong Kong Tourism industry. He advises that some of these opportunities and challenges are universal and thus can be applied to all regions around the globe.  × ×
Choy, D. J. and Gee C. Y. 1978 Online Journal The two authors base their focus on employment opportunities outlining how change influences the hotel industry. Their emphasis is on the significance of maintaining professional workforce at all times.  × ×
Pine, Ray, Hanqin Qiu Zhang, and Pingshu Qi n.d. Online Journal The three authors use China as their focus of study. They discuss the challenges that companies face when franchising in the region. These challenges have been termed as non-changing in the hotel sector.  × 
Ahmed, Z. U., V. L. Hellr, and K. A. Hghies 1999 Online Journal Focusing on South Africa, the three authors outline the challenges that the hotel industry faces. They link these challenges to the international scene affirming that some countries are also experiencing similar setbacks.  × 
Yang, Hui-O, and Nita Cherry n.d. Online Journal Yang and Nita discuss the possible human resource management challenges that the hotel industry may face. They advise on how to overcome these challenges.  × ×
Keating, Mary, and Denis Harrington n.d. Online Journal Keating and Denis emphasize the quality and its influence in maintaining and increasing customer loyalty. Quality in the hotel industry is termed as rather a delicate matter.  × ×
Lu, James. n.d. Online Journal He talks about the future strategic challenges that the hotel industry will face. Additionally, he outlines the influence of such factors as competition and market on the hotel industry.  × 
Ho, J. K. L. 2000 Ho sheds light on the challenges that hotels face whether new or existing. He proposes a developmental framework which can be used to establish a strong base for companies.   

Recommendation
Theme Parks
Currently, the market for theme parks has risen steadily. In order to meet the rising demand, investors have resorted to establishing theme parks in the region. However, research shows that there is great room for establishing even more theme parks (Milman). In that respect, being that Repute Hotels have provided theme park services, it would be beneficial for the company to venture into this market in Dubai. Establishing a hotel in the region would bring awareness to its brand thus enlightening the wide group of consumers in the region. Dubai receives many visitors annually, as can be seen from the statistics shown above. By the end of 2013, the region experienced visits from 11 million guests. Market analysts say that the figures are yet to rise and by 2020, the region will be hosting more than 20 million guests per year.
Blending Asian and European Cuisines
Notably, Dubai experiences visitors from all over the globe. In this respect, it is good to acknowledge that some of them may want an experience away from what they are used to locally; this is in terms of food as well as services offered. Keeping this in mind, Repute Hotels can invest in being acquainted with the kind of meals and services offered by local restaurants in Dubai. In turn, merging these two will expose the company to a bigger market. Moreover, creating diversity and dynamism will create stiff competition in the market. This is a potential investment, which can help the company accrue numerous benefits.
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