Research on Management Innovation Strategies in Macau’s Hotel

Industry: Based on the Pest Model

Siming Xing

Faculty of hospitality and tourism management, Macau University of Science and Technology, Macau, China

Keywords: PEST Model/Macau/Hotel Industry/Management Innovation.

Abstract: Under the dual driving forces of global tourism transformation and the construction of the Guangdong-Hong

Kong-Macao Greater Bay Area, Macau’s hotel industry is undergoing a strategic transition from a single-

pillar industry to a diversified economy. This paper constructs a four-dimensional innovation framework of

"policy responsiveness, market-driven initiatives, cultural integration, and technological empowerment"

based on the PEST model (Political, Economic, Social, Technological), systematically exploring the practical

pathways and theoretical value of management innovation in Macau’s hotel industry. The study reveals that

the innovation practices of Macau’s hotel industry are essentially a co-evolution of corporate dynamic

capabilities and government institutional embedding, offering analytical insights for the transformation of

global gambling-oriented economies. Through case studies of Sands China and Wynn Macau, this paper

provides theoretical tools and practical analyses for the post-pandemic upgrading of Macau’s tourism industry.

1 INTRODUCTION

Macau, renowned as the "Oriental Las Vegas," is a

globally renowned tourist destination. Driven by the

gambling industry, the hotel industry in Macau has

achieved leapfrog development. However, some

issues have also emerged. For instance, there is the

problem of the economic structure transitioning from

a single gambling - based model to a diversified

economic ecosystem. Geopolitically, it faces the

challenges of decreased competitiveness due to the

"multi - centralization" in the Guangdong - Hong

Kong - Macau Greater Bay Area and the rise of

competitors in Southeast Asia. Moreover, there are

issues of diversified demands resulting from the

iteration of consumer groups and the rise of the

experience economy (Guo & Liu, 2009).

In recent years, under the impetus of the

construction of the Guangdong - Hong Kong - Macau

Greater Bay Area and the positioning of "World

Tourism and Leisure Center," the Macau Special

Administrative Region Government has been actively

promoting industrial diversification, tax incentives,

and talent - introduction policies to support the long -

term development of the local tourism industry. As a

pillar industry, the hotel industry also needs to

enhance its core competitiveness through

management innovation (Li, 2020). A systematic

analysis of the external environment of the Macau

hotel industry based on the PEST model (Political,

Economic, Social, Technological) not only helps to

identify the key driving factors for the development

of the industry but also provides a scientific basis for

formulating management innovation strategies,

which has important practical value for the

sustainable economic development of Macau.

Existing research mostly focuses on the single -

dimension innovation of the hotel industry (such as

service models and marketing strategies), while there

are still deficiencies in the integrated research from a

macro - environment perspective. This paper will

adopt the literature analysis method and case - study

method. Combining the practical experiences of

representative enterprises such as Sands China Ltd.

and Wynn Resorts, it will analyze the feasible paths

of management innovation from the four dimensions

of PEST and construct a development framework for

the hotel industry with regional characteristics.

Xing, S.

Research on Management Innovation Strategies in Macau’s Hotel Industry: Based on the Pest Model.

DOI: 10.5220/0013987800004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 163-169

ISBN: 978-989-758-778-8

163

2 ANALYSIS OF THE

DEVELOPMENT STATUS OF

MACAU’S HOTEL INDUSTRY

2.1 Industry Overview

According to the official data of the Macau

Government Tourism Office, as of 2023, the total

number of registered hotels and apartments in Macau

has reached 143, with a guest room supply of over

46,000. A competitive landscape has taken shape,

mainly featuring integrated resorts and supplemented

by independent hotels (Chen, 2024). Hotels affiliated

with the six major gaming enterprises in Macau

contribute more than 70% of the total number of guest

rooms. Their integrated operation model of "gaming

+ hotel + entertainment" endows them with an

absolute market advantage. On the other hand, local

independent hotels in Macau focus on niche markets

and attract non - gaming customer groups with

boutique and themed services, yet their overall

market share remains relatively low.

2.2 Existing Challenges

With the development and expansion of Macau's

tourism industry, several prominent issues have

emerged in the hotel industry.

Firstly, there is the problem of product

homogenization. Data from the Statistics and Census

Service of Macau indicate that among Macau's high -

end hotels, approximately 68% offer similar service

portfolios that include casinos, swimming pools, and

duty - free shops. This has led to the non - gaming

revenue accounting for less than 40% in the long -

term. Moreover, the resultant price war has caused the

average room rate of five - star hotels in Macau to

decline by 23% in 2022 compared to 2019.

Secondly, there exists an issue of uneven human

resources structure. The hotel industry in Macau is

currently confronted with a dual dilemma of

"shortage of high - end talents and loss of grassroots

employees". According to an investigation by the

Labour Affairs Bureau of Macau, less than 15% of

hotel management personnel have experience in

digital transformation. Meanwhile, the annual

turnover rate of room service positions is as high as

35%, and the proportion of labor costs in the total

operating costs has increased to 42%. As a result, the

hotel operating costs are continuously rising while the

service quality has not been significantly improved.

Thirdly, there is the problem of sustainable

development (Wan, Chan & Huang et al., 2017). A

report by the Guangdong - Hong Kong - Macau

Environmental Protection Alliance shows that the

energy consumption of the hotel industry in Macau

accounts for 18% of the city's total electricity

consumption, and its carbon emission intensity is

12% higher than that of Hong Kong. With the

international regulations such as the European

Union's "carbon border tax" exerting pressure, the

industry is facing substantial financial pressures

brought about by the green transformation.

3 MACRO-ENVIRONMENTAL

ANALYSIS BASED ON THE

PEST MODEL

3.1 Political Factors

Against the backdrop of policy coordination in the

Guangdong-Hong Kong-Macao Greater Bay Area,

the hotel industry in Macau is deeply benefiting from

the dividends released by policy linkages. The newly

revised Gambling Law in 2022 clearly stipulates that

licensed enterprises are required to increase the

proportion of non-gambling investments to 10%. This

policy adjustment has had a profound impact on the

development of the industry. Represented by

enterprises such as MGM, they have successively

increased their investment in other types of art

activities such as art exhibitions.

From the perspective of industrial layout, guided

by policies, a large amount of non-gambling

investment has poured into local cultural heritage

projects in Macau. This shift in the investment flow

not only enriches the connotation of Macau's tourism

industry but also strongly promotes the reconstruction

process of the "culture + accommodation" value

chain. By deeply integrating cultural elements into

hotel accommodation services, the enhancement of

industrial added value and the innovative

development of industrial forms have been achieved.

In addition, under the coordinated effect of

Macau's government tourism promotion policies and

the convenient cross-border customs clearance

policies implemented by the Zhuhai government, the

occupancy rate of hotels in Macau during non-holiday

periods has been significantly increased. This change

in data reflects, from the side, the positive role played

by government policies in stimulating tourism

consumption and optimizing the structure of the

tourism market, providing strong support for the

sustainable development of Macau's hotel industry.

At the same time, it also provides practical examples

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and policy references for the coordinated

development of regional tourism economies.

3.2 Economic Factors

Under the profound influence of the COVID-19

pandemic, the global tourism industry has suffered a

heavy blow. The tourism industry in Macau is

currently in the process of tourism revival. The

dynamic changes in the industrial scale in the post-

pandemic era have gradually shown a shrinking trend

in their impact on the hotel industry (Guo, 2021).

Since 2023, the tourism industry in Macau has made

remarkable progress in recovery. Throughout 2023,

the number of overseas tourists has recovered to 65%

of the level in 2019.

The hotel industry in Macau generally presents an

oligopolistic market structure, with its main target

customer groups being middle and high-end

customers. However, the decline in the proportion of

high-end customer groups has prompted many hotels

to launch mid-range product lines featuring "suites +

recreational programs" as a strategic adjustment to

cope with market changes. The dependence on tourist

sources and fluctuations in currency exchange rates

also affect people's enthusiasm for traveling to Macau.

The proportion of mainland tourists in the total

number of tourists in Macau has continuously

exceeded 68%, and this group is significantly affected

by visa policies and exchange rate fluctuations. The

fluctuations in the exchange rate between the Chinese

yuan and the Macau pataca will lead to a decrease in

tourists' willingness to shop. Based on this, Galaxy

Hotel has implemented a policy of offering fixed

discounts for prepaid Chinese yuan, aiming to

effectively offset the adverse impacts brought about

by exchange rate fluctuations.

In the field of convention and exhibition activities,

the number of convention and exhibition activities in

Macau in 2024 has exceeded the level before the

pandemic. MICE (Meetings, Incentives, Conferences,

and Exhibitions) customers have contributed nearly

30% of the hotel revenue, becoming one of the

important sources of hotel revenue. In terms of public

transportation, the opening of the Macau Light Rail

Transit line has had a positive impact on the hotels

along the line, and the completion and opening of the

Hong Kong-Zhuhai-Macao Bridge have gradually

extended the average length of stay of tourists from

Hong Kong in Macau. Diverse tourist sources and

demands have effectively promoted the

transformation of the hotel industry in Macau from

"gambling dependence" to "revenue diversification"

(Ahmat, Rahamat & Arendt et al., 2021).

However, during the transformation process, the

imbalance between the cost structure and revenue

management is inevitable. In terms of costs, the

proportion of labor costs has climbed to 44%, and the

hourly wage of grassroots employees has increased by

58% within five years, but labor productivity has only

increased by 12%. In addition, affected by the global

energy crisis, the daily energy consumption cost per

guest room has reached 18.7 US dollars, representing

a 67% increase compared to 2019. In terms of revenue

management, the hotel industry in Macau has

problems such as insufficient data integration and

lagging algorithms. These issues are complex and

intractable to a certain extent and are difficult to be

effectively solved in a short period of time.

3.3 Social Factors

The consumption preferences of tourists in Macau are

changing. The proportion of Generation Z tourists has

increased to 37%. The growing "check - in" demands

have driven the Lisboa Hotel to transform its

historical suites into "retro photography live -

streaming rooms". The playback volume of related

topics on Douyin has exceeded 200 million times. In

contrast, the middle - aged and elderly groups are

facing a technological divide.

The protection and development of cultural heritage

also have a positive impact on Macau's tourism

industry. After the Historic Centre of Macau was

inscribed on the UNESCO list, the hotel industry has

shown a trend of "Museumification". However, the

inevitable increase in restoration costs and the not -

necessarily - significant effects at the value - creation

level mean that how to reconstruct the cultural

identity of Macau in people's minds is also a factor

that the hotel industry needs to consider. For example,

the "Macanese Cuisine Festival" held by MGM

attracts about 230,000 tourists every year,

rejuvenating endangered culinary skills and

promoting cultural construction through an

innovative festival.

In addition, the value conflicts of cross - border

tourist sources have also impacted the Macau tourism

industry (Chen, 2019). The proportion of tourists

from the Middle East and Southeast Asia is gradually

increasing, and different cultural needs require the

hotel industry to innovate its management model. The

protests from local communities against tourist

overcrowding are on the rise. The issue of how to

better protect the rights and interests of local residents

will also have a certain impact on the preferential

government policies for the Macau hotel industry in

the future.

Research on Management Innovation Strategies in Macau’s Hotel Industry: Based on the Pest Model

165

3.4 Technological Factors

Macau's technological environment is undergoing

digital transformation. In terms of hardware facilities,

the 2023 annual report of Sands China shows that

hotels in Macau have achieved full 5G network

coverage, and the coverage rate of in - room

intelligent terminals is as high as 82%. However, the

related software is diverse, and most of the suppliers

are from different overseas countries, resulting in a

relatively high data sovereignty risk (Xu et al., 2023).

In terms of other emerging technologies,

technologies such as blockchain and extended reality

have gradually been piloted successfully. For

example, The Londoner Macau launched Meta

Avatar customer service, reducing the cost of hiring

human customer service. Marriott Hotel used VR for

crisis simulation drills, and the pass rate of

employees' emergency response ability assessment

increased from 61% to 92%. The application of

diverse technologies has continuously improved the

accommodation experience of the hotel industry in

Macau.

However, at the same time, the application of

technology also faces gaps on both the enterprise and

user sides. The technology investment of leading

hotels is 17 times that of small and medium - sized

hotels, leading to a continuous expansion of the

service - capacity gap. This also makes users more

inclined to choose leading hotels when selecting

accommodation, and the drawbacks of technology

have instead worsened the market environment.

The reconstruction of the technology ecosystem

still requires substantial investment and cooperation

from the hotel industry. For example, the "Smart

Hotel Laboratory" jointly established by Macau

University of Science and Technology and Sands

China, as well as the "Macau Hotel Technology

Alliance" jointly founded by Macau hotels, reduce the

development costs of small and medium - sized hotels

through the sharing of open - source technology

communities.

4 CONSTRUCTION OF THE

MANAGEMENT INNOVATION

STRATEGY SYSTEM

4.1 Policy-Responsive Innovation

In the national strategic layout, the construction of the

Guangdong-Hong Kong-Macao Greater Bay Area, as

an important measure to promote regional

coordinated development, has brought unprecedented

opportunities for the development of the hotel

industry in Macau. Driven by this policy, the hotel

industry in Macau is undergoing a profound

transformation from an "isolated gambling city" to a

"node in the Greater Bay Area". How to leverage the

support of the integrated development policy of

Guangdong, Hong Kong and Macau to achieve its

own sustainable development has become the core

issue for the future development of the hotel industry

in Macau.

Taking the innovative cooperation between Sands

China and Hengqin, Zhuhai as a typical case, the two

parties jointly established a joint training base,

sending Macau employees to Zhuhai for digital

operation training, which effectively improved the

employees' professional skills and business

capabilities. At the same time, the linen supply

efficiency of the Hengqin Warehousing Center has

tripled, greatly optimizing the supply chain

management. This cooperation model of "Macau

service + Hengqin space" not only realizes the

optimized allocation of resources but also

significantly reduces the room costs and improves the

economic benefits of enterprises. In addition,

according to the Overall Plan for the Construction of

the Guangdong-Macau In-depth Cooperation Zone in

Hengqin, hotel enterprises participating in regional

collaboration can enjoy a 15% income tax preferential

policy, which further enhances their competitiveness

and development impetus.

Wynn Macau has actively seized the policy

dividends and established a cross-border convention

and exhibition service center in Hengqin. In 2023, it

successfully hosted 12 international conferences.

This achievement not only reflects the positive role of

policies in promoting the development of the hotel

industry but also demonstrates the potential and

advantages of the hotel industry in Macau in the

international convention and exhibition field,

providing useful references for the hotel industry in

Macau to expand diversified businesses.

Facing the contradiction between the growing

talent demand and the huge talent gap in the hotel

industry, the Labour Affairs Bureau of Macau and the

Macau Institute for Tourism Studies jointly launched

the "Smart Hotel Manager" certification program,

incorporating cutting-edge technologies such as AR

device operation and big data analysis into the

required courses to cultivate professional talents who

meet the needs of the digital era. At the same time,

they have cooperated with the University of Macau to

establish the "Tourism Technology Laboratory" to

carry out targeted talent cultivation, providing strong

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talent support for the digital transformation of the

hotel industry.

Galaxy Entertainment has innovated the talent

cultivation model and jointly established the "Greater

Bay Area Elite Class" with Sun Yat-sen University,

aiming to cultivate composite talents with

multilingual abilities (fluent in Mandarin, Cantonese

and English) to meet the diversified development

needs of the hotel industry in the Greater Bay Area.

The Venetian Macao Resort Hotel introduced a

management team from Singapore. With the strong

support of the government's entry policies, it

optimized the energy consumption management

system to an international top level in just six months.

This "flexible intelligence introduction" model fully

reflects the collaborative cooperation between the

Macau government and enterprises in talent

cultivation, demonstrating the determination and

ability of both parties to jointly solve talent problems.

The talent cultivation mode of government-enterprise

cooperation not only provides a solid talent guarantee

for the development of the hotel industry in Macau

but also represents an important measure for hotel

enterprises in Macau to actively integrate into the

government's strategy and achieve sustainable

development.

4.2 Market-Driven Innovation

Market-driven innovation, as a model for formulating

innovative strategies based on market demand and

market preferences, has its core objective of precisely

aligning with market needs. In the current

development landscape, the tourist groups faced by

the hotel industry in Macau have become increasingly

diverse. A product portfolio that solely focuses on

high-end tourists is no longer able to meet the actual

market demand. Therefore, customized product

portfolios are gradually becoming the mainstream

trend in the market (Wen et al., 2022).

In terms of practical implementation, many hotel

enterprises in Macau have taken proactive actions.

According to the characteristics and needs of different

tourist groups, they have launched corresponding

customized products. For example, the "Water World

+ Family Suite" package introduced by City of

Dreams is an accurate response to the increasing

number of family tourists. By integrating the hotel's

featured entertainment facilities with family-themed

accommodation services, this package provides

family tourists with a one-stop high-quality travel

experience, effectively meeting their travel needs.

The Londoner Macau, on the other hand, has

meticulously designed the "48-Hour Express

Conference Solution" to address the specific needs of

business travelers. This solution covers a series of

services ranging from venue arrangement to

refreshment supply, offering business travelers a

convenient and efficient conference solution. Thanks

to this innovative measure, The Londoner Macau has

successfully enhanced the satisfaction of business

travelers, with its business customer repurchase rate

reaching as high as 67%. This fully demonstrates the

remarkable effectiveness of customized products in

meeting specific market demands.

The innovative practice of the Lisboa Hotel also

deserves attention. The hotel has transformed its

historical suites into "Metaverse Party Rooms" and

ingeniously integrated virtual reality (VR)

technology, allowing young tourists to immerse

themselves in the unique experience of traveling back

to the old streets of Macau in the 1960s while wearing

VR glasses. This innovative product has attracted

widespread attention on the Douyin platform, with

the playback volume of related topics exceeding 300

million times. It has effectively attracted the young

tourist group, nearly doubling the occupancy rate of

post-95s customers and injecting new vitality into the

hotel.

In addition, the introduction of a dynamic pricing

system is also an important measure for the hotel

industry in Macau to respond to market changes. This

system can capture market dynamics in real time and

flexibly adjust room prices according to various

factors such as different time periods and market

demand, so as to maximize revenue. Taking the

period of the Macau Grand Prix in 2023 as an

example, through the dynamic pricing strategy of

adjusting room prices every 15 minutes, the Wynn

Palace achieved a remarkable result of a 22% increase

in revenue during the peak season compared to the

fixed pricing model, while reducing the vacancy rate

to below 4%. This case fully demonstrates the

important role of the dynamic pricing system in

enhancing the market competitiveness and economic

benefits of hotels.

In conclusion, through market-driven innovative

measures such as the introduction of customized

product portfolios and dynamic pricing systems, the

hotel industry in Macau has actively responded to

market changes, effectively met the needs of different

tourist groups, and enhanced its own market

competitiveness and economic benefits. These

practical experiences provide valuable references for

the sustainable development of the hotel industry in

Macau and also offer insights for the innovative

development of the hotel industry in other regions.

Research on Management Innovation Strategies in Macau’s Hotel Industry: Based on the Pest Model

167

4.3 Culture-Integrated Innovation

Cultural integration-driven innovation mainly refers

to the innovative cooperation between the hotel

industry in Macau and Macau's local cultural heritage

resources or currently popular cultural IPs. The aim is

to reconstruct the localized experience in Macau.

Faced with Macau's long history and diverse culture,

the hotel industry in Macau can choose to make

flexible use of cultural heritage. For example, the

Four Seasons Hotel, in collaboration with the Macau

Museum, launched the "Maritime Silk Road Dinner".

By pairing Portuguese dishes with blue and white

porcelain tableware, it offers tourists a unique Macau

experience.

In addition to this, through cross-border co-

branding with various IPs, it provides more

distinctive cultural experiences. For instance, MGM

Cotai jointly created the "Old Neighbors' Tea

Restaurant" in collaboration with the TV drama "The

Grand Grandson of Gamblers". By replicating the

mosaic floor tiles and old-fashioned booths in the

drama, it has significantly increased the average

passenger flow. The themed suite of "A Thousand Li

of Rivers and Mountains" jointly launched by the

Galaxy Hotel and the cultural and creative products

of the Palace Museum has maintained an occupancy

rate of over 95% for half a year. The Venetian

introduced the FIFA eWorld Cup of the football

game, causing the reservation volume of the game-

themed rooms to soar by 210%. These examples fully

demonstrate that the combination of diverse IPs can

bring more profits to hotels.

4.4 Technology-Empowered Innovation

Technology - enabled innovation mainly refers to the

introduction of existing technologies. It aims to

enhance the service experience and provide pilot

support for the subsequent introduction of emerging

technologies, with the ultimate goal of constructing a

fully - covered digital ecosystem. The high - standard

requirements of the hotel industry in Macau have

propelled the popularization of digital hotel services.

For example, the "SMART" system (Smart Booking,

Mobile Check - in, Auto - response, Real - time

Tracking, Total Connection) constructed by Sands

China is a reconstruction of the digitalization of the

entire hotel service process.

Furthermore, artificial intelligence technology is

also being applied in various hotels in Macau. The

cameras in The Ritz - Carlton Hotel analyze guests'

micro - expressions. Once a frown lasts for more than

3 seconds, it triggers service recovery. Solving such

detail - oriented services through technological means

can greatly save staff training costs and fully integrate

technology with services. In addition, services such

as the dynamic pricing system, service quality

detection, and supply chain traceability brought about

by the application of technology can effectively

improve the service quality of hotels. For example,

The Venetian Macao Resort Hotel uses NLP

technology to analyze 24,000 daily review data in real

- time. The speed of identifying service quality

problems has increased by 16 times compared to

manual methods. In terms of tracing the origin of

hotel - purchased goods, the introduction of

blockchain technology can effectively reduce

procurement disputes.

5 CONCLUSION

Analysis based on the PEST model indicates that the

innovation of management strategies in the Macau

hotel industry requires multi - dimensional synergy.

Politically, it should actively embrace the dividends

of national policies and explore cross - border

integration models such as "exhibition and

convention + hotel" and "cultural IP + vacation".

Economically, it needs to establish a flexible pricing

system and a member ecosystem to cope with the

fluctuations in the tourism market. Socially, it should

attach importance to the experiential needs of the new

- generation consumers, and enhance brand stickiness

through themed scene design and the implantation of

local culture. Technologically, it must accelerate

digital transformation and use technologies such as

AI customer service and meta - universe virtual hotels

to reconstruct service processes.

Meanwhile, the Macau government is uniting all

parties to jointly boost the transformation of the local

tourism industry, shifting from the single gambling -

based industry to a more diversified cultural industry.

The research reveals that through the collaborative

innovation of policy response, market - driven forces,

cultural integration, and technology - enabled

capabilities, the Macau hotel industry is gradually

breaking through its dependence on traditional

development paths and forming a transformation and

upgrading paradigm with regional characteristics.

Policy - responsive innovation demonstrates the deep

coupling between the institutional environment and

organizational strategy. By constructing a

collaborative mechanism of "Macau resources +

Greater Bay Area space", enterprises can transform

policy dividends into development momentum.

Market - driven innovation reveals the value -

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168

creation logic guided by demand, reshaping market

boundaries through continuous product iteration and

process reengineering. Cultural - integration - driven

innovation constructs a transformation path from

heritage activation to commercial value, providing

new ideas for heritage protection and cultural

innovation in high - density tourism cities and

achieving the modern expression of cultural genes

through the "invention of tradition". Technology -

enabled innovation showcases the in - depth

breakthroughs of digital transformation, accelerating

the innovation of management strategies through the

introduction of technologies.

However, this paper also has two limitations.

First, it does not deeply explore the interaction

mechanisms among different innovation strategies.

Second, the case studies are mainly concentrated on

leading enterprises. In the future, social network

analysis can be used to reveal the role evolution of

small and medium - sized hotels in the innovation

ecosystem. Meanwhile, cross - regional comparative

research should be strengthened to verify the

universality of the theoretical model, providing more

guiding theoretical support for the innovation and

development of the hotel industry in Macau and other

regions. The innovation journey of the Macau hotel

industry is essentially a dialogue between tradition

and modernity. Only by continuously breaking

through cognitive boundaries can it anchor its value

coordinates in the tide of change.

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