Impact of Airbnb on Ritz's profitability in UK hotel industry

Business research project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................2
Rationale......................................................................................................................................2
Research Question.......................................................................................................................2
Research Aim...............................................................................................................................3
Research Objectives.....................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
CHAPTER 3: METHODOLOGY...................................................................................................7
REFERENCES..............................................................................................................................10

Topic: To investigate the impact of using Airbnb as a technological driver of change upon
company’s profitability within UK hotel industry: A study on Ritz.
CHAPTER 1: INTRODUCTION
In this digital era, companies complied with different advance technologies in order to
smoothen the business operations. In hotel industry, majority of the hotels are uses online
application in order to provide assistance to their customers and this in turn helps to improve the
profit. Similarly, the present study also highlight about Airbnb which is now considered as a
driver of change in hotel industry affect the business performance either in positive or negative
manner. The study also evaluate how company faces challenges while using such advance
technology and the impact drawn upon business profitability.
Rationale
The reason for choosing this topic over other is to evaluate the impact of using Airbnb as
an advance technology upon Ritz profitability. In this digitalization era, companies keep uses
range of advance technology in order to improve the business operations. Similarly, hotel
industry also uses different technique in order to attract the customers but the negative reviews
upon online sites affect the buying behavior of the customers and as a result, it affect the
business performance as well. Therefore, this in turn considered as an issue for the present study
because disrupted technology like Airbnb somehow affect the business of hotel industry into
negative manner, as it stole market share and pressurize on hotel rates that lower down the
business brand image.
Further, it can be reflected that with the help of chosen topic, scholar also determine the
challenges faced by the hotels when industry operating bookings through Airbnb. So, it can be
stated that by choosing this topic, scholar shed a light upon how Airbnb affect the financial
performance of the hotels and the ways through which managers of the company implement
ways to minimize challenges. Thus, by using qualitative research type, scholar shed a light upon
different ways through advance technology causes direct impact over the business performance.
Research Question
Q1: What is the concept of Airbnb as a driver of change in technology?

Q2: What is the relationship between Airbnb and hotel’s profitability?
Q3: What are the different challenges faced by the Ritz industry while complying with advance
technology such as Airbnb?
Research Aim
The aim of the study is to critically analyse the impact of using Airbnb upon profitability
of Ritz.
Research Objectives
 To understand the concept of Airbnb as a driver of change in technology
 To critically analyse the relationship between Airbnb as an advance technology and
profitability of hotel industry.
 To identify different challenges faced by the Ritz industry while complying with advance
technology such as Airbnb.
 To recommend the best ways through which challenges faced by hotel industry can be
reduced.