This paper evaluates the effectiveness of post merger management of cultural integration in the hotel industry. Using a mixed method design incorporating a structured card sort of possible feelings and subsequent in-depth interview, data were collected from Head Office employees. Findings highlight the importance of human dynamics of a merger, emphasising the importance of strong leadership, open and honest communication as pre-cursors to mutual learning and suggesting the need for a pre merger cultural audit. Merging two organisations involves the dedication of a remarkable level of resources and activities both before and after the M&As and yet, a successful outcome is uncertain and it is subject to effective management of cultural integration.
Keywords: mergers and acquisitions, cultural integration, leadership, communication, hotels
INTRODUCTIONIn the last decade there has been a considerable increase in the intensity of Merger and Acquisition activity with each successive year setting a new record for the total value of Mergers and Acquisitions [M&As] transacted. In 2006 this figure reached deals worth £1,920 billion worldwide [Rushe, 2006] and deals exceeded £510 billion in the first three months of 2007, the busiest first quarter on record [Kennedy, 2007]. Cross-border or international M&A are particularly prevalent; during the 1990s the value of cross-border M&A increased five-fold and also looks set to continue [Manchin, 2004]. Within the global hotel industry the level of M&A activity in the past two years is described as 'whirlwind' [Deloitte, 2006: 2], with private equity firms in particular becoming heavily involved in hotel real estate and M&A activity.The hotel industry is widely recognised as operating in a complex, highly fragmented environment [Allison, 2004;Wong and Pang, 2003]. It is -2 -also closely related to the state of the economy and in recent years a number of environmental shocks such as the rapid emergence of the budget hotel sector, SARS, the 9/11 terror attacks and the Iraq war have triggered cross-border M&A as a strategy to develop competitiveness [Mintel, 2004]. It is regarded as a common and popular response to globalisation and the changing market environment in the hotel sector of the service industry [Canina, 2001;Kim and Olsen, 1999;Kwansa, 1994;Teare et al., 1997]. In particular, they allow organisations to buy market presence and share, and expand rapidly, and more importantly acquire management expertise in specific areas of need. For example, the acquisition of Holiday Inn brand by Bass Brewery provided knowledge and expertise in the international business, particularly in franchising [Goymour, 1988]. Marriott International and Hilton Hotels acquired Whitbread and Hilton Plc in order to have stronger market presence in the UK market, and also to benefit from the expertise and the accumulated knowledge of these organisations in the UK market [Hotels' Investment Outlook, 2007;Frewin, 2006].Despite the record-breaking deals and the potential benefits of M&As, the failur...