Role of Artificial Intelligence in Crisis Management: A Study on IHG in UK Hospitality Sector

This study aims to assess the role of artificial intelligence in crisis management in the UK hospitality sector, with a focus on Inter-Continental Hotels Group (IHG). The study will investigate the factors affecting AI in the sector and evaluate its role in crisis management. The study will recommend strategies for IHG to improve its crisis management using AI.

Research Project

ABSTRACT
AI allowed the organization to be very effective in the operations that are related to the
ways in which the business can gain the competitive advantages. AI in the crisis management has
been found to be able to develop the practices that are related to the ways in which they are able
predict crisis. It is also essential for the ways in which correct pathway is also said to be the key
towards the ways in which organization can develop the correct pathway.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................3
Background of the study..............................................................................................................3
Research Aim...............................................................................................................................4
Research Objectives ....................................................................................................................4
Research Questions......................................................................................................................4
Research Rationale.......................................................................................................................5
Research Scope ...........................................................................................................................5
Chapter preview...........................................................................................................................5
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
Research Methodology....................................................................................................................8
Research type...............................................................................................................................8
Research Approach......................................................................................................................8
Research philosophy....................................................................................................................8
Data collection.............................................................................................................................8
Sampling......................................................................................................................................9
Data analysis................................................................................................................................9
Reliability and validation.............................................................................................................9
Ethical consideration....................................................................................................................9
CHAPTER 4 ANALYSIS AND FINDINGS..................................................................................9
CHAPTER 5 DISCUSSION..........................................................................................................16
Research limitation and recommendations................................................................................18
CONCLUSION..............................................................................................................................18
Reflection...................................................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................21

Research Title: To assess the role of artificial intelligence with regards to crisis management in
the context of UK hospitality sector: A study on IHG
CHAPTER 1 INTRODUCTION
Background of the study
In the current times the role of application of strategies is considered to be the ones that is
designed for helping an organization deal with a sudden significant for being able to predict the
events that are considered to be having event in the unforeseeable consequence that can lead to

the potential risk. It is considered to be the factor that is said most cases that helps in health and
safety of the organization to help with the combination of the ways in which they re able to
jeopardize the factors which helps the business to health and safety since the employees
themselves. It is also said that the crisis is considered to be one of the key determinants of the
ways in which the business can combine the devastation of finances. It is also said to be the
factor that is helpful for the popularization of the fire that occurs during the business finances.
Covid-19 is one of the situations in which the crisis occurred for all the business for which the
organizations required crisis management strategies. This study is based on the analysation of the
ways in which artificial intelligence can be used to develop the consequences of some event that
helps in the considerable as potential risks. For this study the research will find the ways in
which the Artificial intelligence is used for the crisis management in the context of UK
hospitality sector. In this research qualitative study is going to be conducted for being able to
analyse the topic of crisis management in the hospitality sector. For this study the selected
organization from the UK hospitality sector is Inter-Continental Hotels Group plc (IHG). This is
a British multinationals hospitality company that is headquartered in Denham Buckinghamshire,
England. It is listed on the London Stock Exchange and is the constituent of the FTSE. Business
can be able to able traced back in 1777. It is also said to be established in the red triangle for the
logo for being able to register for UK.
Research Aim
The main aim of the current study is to ascertain the role of artificial intelligence with
regard to crises management within IHG
Research Objectives
To achieve this aim, the following objectives have been proposed.
 To identify the concept of artificial intelligence and its significance
 To investigate factors affecting artificial intelligence in UK hospitality sector
 To evaluate role of artificial intelligence with regard to crisis management of IHG
 To recommend strategies pertaining to artificial intelligence which can favourably
influence crises management of IHG.
Research Questions
 What is the concept of artificial intelligence and its significance?
 Which are the factors affecting artificial intelligence in UK hospitality sector?

 How role of artificial intelligence with regard to crisis management is helpful for IHG?
 Which strategies pertaining to artificial intelligence can favourably influence crises
management of IHG?
Research Rationale
The reason for assessing the study is to assess the role of the AI in the crisis management
for the purpose of Covid-19 practices. Covid-19 is also said to be the one that affects the
operations practices in the UK hospitality sector for the gaining the current study that would be
very effective for the understanding of the role of artificial intelligence. In this study the
management of the crisis is also said to be studied for the analysation of the relevant information
that is present about the factors which affect the strategies that can be used for their
improvements.
Research Scope
Artificial intelligence has been recognized as one of the current growing study that is
related to the different range of branch of computer science which has the most significance on
the ways in which it is able develop its improvement. This is the study which is able to develop
the strategy of the improvement for the helpful similar organization for the operations of the
hospitality sector. This is considered to be the conduction of the similar topic that can gain the
knowledge from this study.
Chapter preview
Chapter 1: Introduction
This is going to explain the background, aim, objective, research questions, scope, rational and
significance of conducting study.
Chapter 2: Literature Review
It will focus on having theme formulation for presenting theoretical data.
Chapter 3: Research Methodology
It emphasis in over research type approach, philosophy, data collection, etc. so that clearness of
procedure for completing research can be recognized.
Chapter 4: Analysis and Findings
It will evaluate & analyse the collected data so that depth understanding can be attained.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work
It is going to identify the findings for recommending and suggesting for further studies.

Chapter 6: Conclusions
Summary of the research.
CHAPTER 2 LITERATURE REVIEW
Theme 1
Holzinger and et.al., (2019) has helped in the analysation of the AI that refers to the ways
in which the human intelligence and machines which are programmed for thinking like humans
and mimic their actions. With the help of these organizations are able to exhibit the traits that are
associated with the ways in which the human mind thinks. This is the ideal characteristics that is
said to be the best ways in which the AI is able to develop the ability to rationalize the actions. It
is very effective for taking the machine learning and also be able to develop the concept with the
help of computer program. He and et.al., (2019) is also said to be the factor that helps the
concept of the computer program to be able understand the new data without any help of the
human interference. It is also refereed to be the factor that is helpful for the ways in which the
ways in which the humans are assisted for the was in which deep learning techniques can be
enabled.
Vaishya and et.al., (2020) also added that the AI is also referred to the ways in which the
simulation of the human intelligence in the machines that are essential for machines. This project
is also the goals that helps in the inclusion of the learning reasoning. AI is being used for across
different industries for the inclusion of the finance and healthcare. Amisha, Pathania and
Rathaur, (2019) has also analysed that there are different levels of AI that are used for their
particular purpose. It has been said that the AI works on the purpose of human intelligence and is
defined as the machine that is easy for mimicking the execution of the tasks. It is also said to be
the simplest form of operations that helps the goals to be achieved from the researchers and
developers.
Theme 2
Haenlein and Kaplan, (2019) added that the pandemic has been considered to be the
cause of plenty of companies around the world. This is due to the restrictions which took the
propelled for using the technology. It has been found that the technologies that have been
developed are also considered to be very well compatible with AI in the hospitality industry. It is

also said to be the potential for the revolutionizing the industry. This has been said that the
beginning of the AI in hospitality industry has been considered to be the key factors which are
helpful for the sector to be able to become the most effective in their already existing operations.
Chen, Chen and Lin, (2020) explained that the social distancing rules in the organization are also
considered to be the factors which are helpful for the ways in which they can allow the labour
over utilization to get diminished in the hotels.
Davenport and Kalakota, (2019) also evaluated that the issues that the hospitality industry
has to face is related to the ways in which Covid-19 was managed. For the hospitality
organizational operations the key towards their development of the ways in which they can help
gain the sustainability for the business for the management of the operational practices.
Khisamova, Begishev and Gaifutdinov, (2019) also added that the business that is able to gain
the competitive advantage that is essential for the organizational growth. The AI is also
considered to be the key towards the ways in which the business can manage the work and also
develop the practices that are relevant in nature.
Theme 3
Hosny and et.al., (2018) has been able to understand that AI is growing its significance in
being developed as a crisis response. The multi-robotizing solutions that is able to adopt the wide
range of crisis response operations. AI has been very effective for the preparation of the efficient
response for the factors that can create environmental disturbance. AI has been able to develop
new types of structures that are helpful for the radio frequency identification that is able to check
the victim that is able to help the location to be able to gain Bullock and et.al., (2020) also helped
in understanding that the AI has been very effective in unfolding the data and its scope for the
emergence of the effects. THI was also considered as the rapid deploying compatible information
and communication system to locate authorities. It has helped the individuals more complexing
of the situations that help in the facilitation of the rapid hand off that is just in time training.
Longoni, Bonezzi and Morewedge, (2019) has been able to explain that the houses that
have the slewing of machine learning models that are able to provide the insights of the ways in
which they are able to dig into the historical data. This was the example of how the AI is used in
order to fed the statistical model of the ways in which that can make the critical suggestions for
the handling of the crisis. These are also the considered to be the statistical model that is able to
make the mission critical for the handling of the crisis. Kelly and et.al., (2019) explains how the

AI has been able to explain the ways in which they would use for the recognition of the ways. It
which would be very effective for the management of the hospitality organization. This is also
said to be the key strategy which is said to be the factor that is considered very effective for the
management.
Research Methodology
Research type
There are two types of research that is helpful for the ways in which the objectives of the
conducting the study in the qualitative & quantitative. For the current study is also said to be the
research type is take as the qualitative. This is very considered to be very effective for the
artificial for the ways in which is said to be the regards of the crisis. This is the research type
which is going to help in the analysation of the study which would help in the conduction of the
operations.
Research Approach
There are two approaches to the ways in which the research can be conducted for the
research inductive and deductive that is helpful for gaining information about the procedure for
carrying out the forward study. In this project the inductive approach to the study has been used
for the analysation of the AI in the management of the pandemic.
Research philosophy
The research philosophy is the way or rather the process in which the research is
conducted. There are two different types of research philosophy that are interpretivism and
positivism. In the current study the accomplishment of the ways in which they are able to
ascertain the goals that are considered to be very effective for the pandemic for the ways in
which they can develop for the artificial.
Data collection
It can also be said that the addressing the research objectives is also considered to be the
factor that is essential for the gathering both the sources that are essential for the primary and
secondary research. For this research primary research survey will be conducted with the help of
30 employees of IHG through the means of the questionnaire. Further, previous or past studies
about the use of AI in the crisis management is used for the development of the brief and their
thesis for hospitality industry.

Sampling
The purpose of the survey is also said to be the factor that is considered to be appropriate
sample so that it will be able to generate a suitable outcome that can be derived. The purpose of
the survey is going to be conducted from the references of 30 employees of the IHG have been
selected for the purpose of sampling technique. This research is going to choose the random
sampling technique which is going to provide the research data effectively.
Data analysis
For the analysation of the responses the collection of the data is made from the survey of
researcher that is going to employee thematic perception test technique. It is also the technique
which is selected because it is going to help in the analyzation of the qualitative data effectually.
From this consideration the responses for the different themes that are prepared.
Reliability and validation
In order to be able to gain the validity of the aspects the research papers and articles that
published after the period of 2018 for the consideration. It is also considered to be the
considering the research topic articles will be selected which turn shows that the research is
going to be valid. Further, by taking into account copyright protected source secondary data that
is collected for the presentation for the reliability aspects of the research.
Ethical consideration
In order to make this research comply with all the ethical aspects a consent form as been
filled from the respondents for being selected for the survey purpose. It is also shown as the
willingness of the participation that the respondents are in the survey of the references lists that is
going to be added at the end of the report.
CHAPTER 4 ANALYSIS AND FINDINGS
Theme 1: Most employees are part of AI operations in IHG

In the hospitality industry there are many factors which are considered to be very
essential for the ways in which they increase the imperative for the services providers for the
differentiating the with highly personalized services. This is the reason why most of the
employees in this organization which is one of the largest hospitality organization in UK are
involved with some practices that are relevant to the AI practices. There are other factors which
are considered to be very effective for the ways in which they are used for the analysation o the
data analytics. It is also the efficiency of the customers that is able to understand the cost-
effectiveness of the ways in which they are able to fulfil the customer preferences (Al-Ameedee
and Abd Alzahrh, 2021). It is also considered to be the cost effective customer preferences that is
able to help the company in the enabling the agent for the marketing team to suggest the agent of
the marketing team. This is also said to be the factors that are able to suggest the products and
the services with eh customers to be able like the ways in which they avail.
Theme 2 IHG is ahead in using AI in its operations

From the results of the research question it can be found that the IHG has been using the
AI for being able to gain the effectiveness in its operations. IHG focuses on this technology for
the aim of contextualizing the sensitive personalization of services. It is also considered to be the
factor that is said to be the corporation of the bank offices and automation of the revenues and its
accounting. In this organization the use of AI has been posted with the loyalty and sentiment
analysis scheme for being able to develop the operational management of the organization. In the
operations of the IHG the AI has been able to develop itself as the main key that help the
organization in the development of its success. With the help of Automation this hotel has been
able to understand the ways in which they are getting the assistance that is required for the staff
assistance that is able to lodge into the services that helps in gaining the competitive advantages
that are essential.
Theme 3 Crisis management for IHG hotels is very important

For this organization which belongs to the hospitality industry it is very important to be
able to develop the measures, plans and manuals to promote the disaster events that are
considered to be adequate for the ways in which they are able to minimize the negative impact.
This is also said to be the factor that is able to plan the impact of the visitors and the tourism
industry for the preparation of the destination and the tourism of the business. Crisis
management is very important for this organization as it is able to prepare the destination and
tourism plans that are said to be very effective in the ways in which they are able to act as the
post disasters. It has been found that the use of AI from this organization helps it is to even
predict the areas of mistakes that can be made by the employees or staff. It can be found that the
ways in which the crisis management works in a way that is allows the business in the damaging
of the organization's reputation that is affected during the normal operations of the organization.
Theme 4 AI in crisis management can be used for multiple reasons

From this research it can be analysed that the crisis management is also said to be the
key that helps the business to manage the future and unpredicted issues. However, it can be said
that the organization can also bring the business the key operational growth which are essential
for the ways in which they AI can collaborate with the use of crisis management. AI is also
known for being the main factor that allows the business to be able to decrease the level of risk
that is present in the ways in which they are able to decrease the risks (Imran and et.al., 2020).
AI is also said to be used for the best and the most effective ways in which they are going to help
and find the correct pathway that allows the business gain the growth which is required. Being so
versatile can be said to be very effective technology that helps the crisis management in the ways
that it can be considered to be having negative affects.
Theme 5. Yes IHG is very effective in using AI for crisis management

Form the analysation of results of the questionnaire it has been found that the crisis
management of the organization is also considered to be very effective in the ways in which it is
able to develop the operations which are necessary. IHG has been able to analyse that the
effectiveness of AI also depends on the ways in which it is able to provide the services in the
organization. For the effectiveness of the services this organization needs to understand the key
areas that are considered to be very effective for the analysation of the operations. The focus of
the organization has always been on the ways in which they are able to gain the competitive
advantages that is essential for gaining the success in the operations. It has been found that this
business can gain more growth with the help of crisis management of the AI for being able to use
the practices that are essential for the ways in which AI is able generate the success that it
requires.
Theme 6 Yes AI was effective for managing crisis during Covid-19 pandemic

AI has been said to be the key that is helpful for the ways in which the crisis is able to be
managed to be able to gain the coordination of the pandemic. This is also said to be the key
determinant of the ways in which the business is able gain the competitive strategy of the
business. This is also said to be the way in which the organization can manage the also be able to
develop the growth that it requires. In this pandemic it is also very important to gain the
competitive advantage that is required for the business to be able to understand the ways in
which the business is going to help the business generate the strategy that is required. For this
organization the focus of the Covid-19 is also said to be the key areas of development (AI-Youbi
and et.al., 2020). AI is also said to be very effective for analysing the situation in which the
business would have been able to personalize the experiences of the customers for the services
that its provides. AI can also bring the organization the growth that is essential for the ways in
which it helps in the management of the operations.
Theme 7 IHG during Covid-19 used AI for being effectively

IHG is also considered to be the factor that is able to bring the growth that is essential for the
ways in which the organization can generate the growth that is required. IHG is also the
company that has been able to realize the key competitive growth that is essential for the ways in
which it would be able to manage or develop the operations of the organization. In this company
the focus is always on the ways in which the hospitality organization can generate the key
competitive operations that are considered essential and also effective in the management of the
performances. During the operations of the organization it has been identified that the growth of
the organization. During Covid-19 this organization also faced major issues that were related to
the ways in which the organization needed the growth which is essential. Hence, it is essential
for the hotel to be able to gain the competitive advantage that is essential for the operations to be
managed.
CHAPTER 5 DISCUSSION
It was found in the research that most of the employees in IHG were seen to be involved
in the use of AI for the purpose of increasing the operational effectiveness. Yu, Beam and
Kohane, (2018) added to that by saying that there are ways in which the use of AI has been
considered to be the key towards the ways in which it is able to increase the employee
experiences. It is also said to be the chatbot that is considered to be the ways in which the
employees are able to adapt to the rate of simple and procedures that help in the reduction of the
rates of employees. AI has also been the key in the ways in which it can help the organization
enhance the performance of the organization. The completion of the data driven factors are also
considered to be the personal likes and dislikes for the ways in which it can collect the

information which is effective for the managers for the elimination of the room for error in the
data itself.
IHG organization has been using AI for enhancing its operations. Onder and Uzun (2021)
explained the reason why AI can be used by the organization for the purpose of delivering instant
services. This can be said to be the key determinant of the ways in which the staff focuses on the
creation of human bond and is said to be the best ways of personalization of the unforgettable
experiences with the customer's property. Being able to play in an increasingly important role in
hospitality management is very effective for the ways in which it is able to carry out the
traditionally human functions at the time of the day that it can gain the competitive advantages.
Management of crisis in IHG has been recognized to be very important. Cheng and Jiang,
(2020) explained how it has been said that the growth of the organizational objectives is very
essential for the management of the ways in which it is able gain the competitive advantage that
is essential for the development of the ways in which the organization is going to be able to gain
upper hand in the ways in which it can manage the key operations that are essential for the
management of the practices.
AI can also be said to be very useful for the different reasons. It has been found that the
study of Ostaev and et.al., (2020) is very effective in the ways in which it supports the study. The
understanding of the ways in which the business can gain success with the help of AI is said to
be the factor that is related to the understanding of the key factors. For this organization the ways
in which the organization can gain the competitive advantages with the help of generating the
effectiveness in the operations. AI has been said to be very effective in the ways in which it is
able to identify the crisis of the organization. This is the major strategy that allows the business
to reduce the total level of risks that is present in the strategic operations of the organization.
Yes, AI was able to manage the Covid-19 crisis in IHG which was the most effective
challenge that the organization faced. Choi and Shin, (2021) also added that the business gain
grow more can generate more income for the generation of the strategies that help the business to
manage. The aftermaths of the necessary actions that are said to be available for the organization
to be able to gain the competitive advantage that is essential for the business to gain the growth
which is required.
AI was mostly used for providing virtual assistance for the organization. Benaben and
Benaben, (2020) analysed how the use of virtual assistance was said to be very essential for

being able to avoid the social contact in the organization. It was said to be the strategy that
helped the business understand the effectiveness required for the generation of income during
crisis.
Research limitation and recommendations
The major limitations of this research is that it is going to analyse the key aspects of the
time, money and unavailability of sources. This is also said to be the recognition of the main
limitations that are considered to be associated with the current study. It is also considered to be
having a limited frame and money quantitative qualitative tools such as SPSS. This is also
considered as suited. It is also considered to be the keywords that are scholarly articles will be
assessed or selected which also helps in the resolving issues related to the unavailability of the
sources.
CONCLUSION
From this research it can be concluded that the AI has been proved to be a very effective
technology that is able to bring the organization that success that is required for management of
crisis. This project was able to analyse the response of IHG employees on the crisis management.
This research was more effective with the help of the performance management of the ways in
which it was able to contribute to the success of the hotel.
Reflection
I have been able to learn that there are major issues that can arise in the hospitality
organization. From this study we were able to find how the crisis management so essential for
IHG hotels to be analysed and also be able to create an effective model for being able to develop
AI technology. AI has been recognized as the best way of helping our operations for being the
effective strategy that helps in the creation of the operations.

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APPENDIX
Q1 Are you involved in the AI operations?
Yes
No
Q2 With regards to AI adoption were is IHG standing?
Ahead of the curve
Behind the curve
Roughly with everyone else
No particular idea where we are
Q3 How important was crisis management for IHG hotels?
Very important
Important
Not important
Q4 How can AI be used for crisis management?
Predicting crisis
Decreasing risks
Finding correct pathway
All of the above
Q5 Is your organization able to utilize AI for managing crisis?
Yes
No
Q6 Did AI helped to manage the crisis during Covid-19?
Yes
No
Q7 What were the main use of AI in IHG during Covid-19?
Personalize services
Offering Virtual Assistance
Analysation of users reviews