PART 1 -2. SWOT 분석 PART 2 PART 3 W S ST RE NG TH S ES ITI UN RT O PP O ü Global leader ü Diversified portfolio ü Loyalty program ü Domestic market focus ü Late international expansion ü Expensive real estate SE ES KN EA W ü Dynamic growth in emerging markets ü Luxury brands ü Green appeal S O TH RE AT S SWOT ANALASYS T ü The individuation of consumer choice ü Downturn in business travel