With these data we can conclude that the population in years will have a growth of 9.3%, is bigger the population is women than the men population, so that the organization should consider designing services for this segment.the per capita income is low , this could  affects the sale of products and services of  industry, realizing this indicators the organization should point to international markets and develop  products strategies  with suitable prices and consistent with the chosen segment.
Its vital realized that great parts of customers are foreign to come from Venezuela, United States and Canada.

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ENVIRONMENTAL
The country's productive activity remains concentrated in the "Andean Trapezoid" and current trends show the formation of a map with new scales of urbanization in the country. It has increased the grown urban size and the importance of intermediate cities and sub-regional centers, which leads to greater environmental and strategic ecosystems degradation, affecting strongly natural resources endowment of vital geopolitical importance as biodiversity and the water resources.

The degradation of natural resources and the actions taken on the protection of these resources. may affect theorganization´s  decisions and activities, so the Hotel should try to reduce their environmental impact, as part of their responsibility policy environment, and  because the firm needs these resources to perform many operations.

http://www.univalle.edu.co/plandesarrollo2005-2015/contenido/2.analisis-entorno/2-nacional.html
 

CULTURAL
In Colombia is livins a profound transformation of values and the collective imagination because of the intertwining of various dynamics of modernization and globalization, and the overlap of urban and rural values, local and global. The most visible result is a growing process of hybridization, by which existing social practices recombine forming diverse and heterogeneous cultural codes, influencing the confusing structure of traditional identities, territorial base, as well as modern and postmodern identities, transterritorial character, which is manifested in the widespread postmodern values in youth (individualism, hedonism, pragmatism, narcissism, fragmented worldviews, loss of consciousness, transience).
 

It is important that the organization understand the cultural dynamics that live around it, because these alter the views and behavior of clients over the products and services of the hotel. Also is a major opportunity  to recognize the different subcultures, so these may become target markets.
 

http://www.univalle.edu.co/plandesarrollo2005-2015/contenido/2.analisis-entorno/2-nacional.html