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The hospitality industry is much broader than most other industries. The majority of business niches are composed of only a handful of different businesses, but this industry applies to nearly any company that is focused on customer satisfaction and meeting leisurely needs rather than basic ones. Not only do these companies focus on service and luxury, but they also depend on disposable income and giving customers what they want. The broad-reaching hospitality industry ensures that every customer is happy because brand loyalty is essential. However, when the market becomes more saturated and the competitions becomes stiffer, most of the company is facing the same problem. The focus of this study is to explore the problematic area faced by B Hotels and Resorts and to give some recommendation based on one of the strategic approaches. Based on the analysis made, the most suitable strategic approaches that can be adopted by B Hotels and Resorts is by using balance scorecard approach where it is a very useful tools for a company that wants to properly grow towards their vision. 2020 Mathematics Subject Classification. 00A69.

HOSPITALITY ISSUES AND TRENDS: A BALANCED SCORECARD SOLUTION FOR B HOTELS AND RESORTS