Technology Advancements in Hotel Industry

This assignment delves into the significant impact of technology on the modern hotel industry. It examines various technological advancements, including smart room features, mobile check-in systems, and futuristic concepts like underwater hotels. The analysis draws upon examples from real-world implementations and explores the benefits and potential challenges these innovations bring to both guests and hoteliers.

CONTEMPORARY
ISSUES IN
HOSPITALITY
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
HOTEL IN- ROOM TECHNOLOGY.............................................................................................3
IMPORTANCE OF CONNECTION SPEED FOR CUSTOMER..................................................4
LINK BETWEEN SERVICE EXCELLENCE AND TECHNOLOGY ACCESS.........................5
BEST WAYS FOR MANAGERS TO MEET CUSTOMER DEMANDS.....................................9
JUSTIFICATION OF CHOICE INCLUDING CONTEMPORARY NATURE AND CRITICAL
ANALYSIS SKILLS.....................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
2

INTRODUCTION
Hospitality industry is a leading service sector that renders maximum amount of
contribution to Gross Domestic Product (GDP) i.e. 3.9%. It further helps in generating 1 out of
11 jobs which are also equal to 9% of total employment of UK. Therefore, this sector has large
number of growth opportunities which can ensure success and prosperity of economy of country.
However, large number of contemporary issues can impact the potency of this sector like
ineffective in room technology, poor hospitality services etc. Room technology refers to high-
tech services provided with accommodation that attract a customer and stimulate him/her to
revisit the hotel (Cobanoglu and et.al., 2011). In the present report, contemporary issues faced by
hospitality industry in terms of hotel in room technology will be described. Further, investigation
has been made on the significance of connection speed for hotel guest. In addition to this, link
between service excellence and technological access will be provided.
HOTEL IN- ROOM TECHNOLOGY
In the present report, learning will be shown regarding the significance of hotel-in room
technology. It means that using high tech-savvy up gradation in accommodation offered to guest
in hotel, resort and villas etc. Innovative technology will help in redefining the meaning of
hospitality services and thus result in high satisfaction among customers. In order to ensure
success in long run, it is important for hospitality organization to keep up to date with the
prevailing trends in service industry (Gunday and et.al., 2011). In this respect, hotel in-room
technology relates to amenities provided with hotel accommodations like High Definition (HD)
televisions along with different channels. Further, high speed internet access with good security,
pace and reliability should be provided to guest by hotel authorities. Along with this, customers
require accessible power sources where they can charge their mobile phones, laptops, cameras
etc. In addition to this, alarm clock, hair dryers, MP3 dock system are some basic technological
facilities that are demanded by customers at present. Also, customer relies heavily on technology
to interact with organization members (Benn, Dunphy and Griffiths, 2014). The success of hotel
depends upon the proper blend of excellent, cordial service and innovative technology access.
Therefore, hotel staff can focus on meeting the hospitality needs of customer while other
requirements will be fulfilled by technology itself.
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IMPORTANCE OF CONNECTION SPEED FOR CUSTOMER
The connection speed of above stated technological devices which are implemented by
various organizations in hospitality firms are of core importance. Further, with the advancement
in technology, wide range of new technological services are introduced which have changed the
meaning of hospitality industry (Benn, Dunphy, Griffiths, 2014). In addition to this, hotels
enhance their luxury services through technology. In this respect, new technology are introduced
in accommodation sector like motion sensor technology which enable automatic switch on and
off of electricity as soon as guest enters or exit the room. Likewise, energy management systems
are used in hotels which detect whether room is empty or occupied and modifies the lights and
temperature of guest room. It is an effective approach that not only reduces the energy
consumption but also helps in reducing the carbon footprints by more than 70%. ..Further, Radio
Frequency Identification Technology (RFID) is used which enable guest to enter room by using
their smart phones which minimizes the threat of using key of room. RFID technology also helps
in attaching a tag to specific object in order to prevent it from misplacing (Trends in hotel
technology, 2013). Therefore, management of hotel can tag the assets of hotel in order to prevent
from theft. Therefore, it can critically state that RFID can reduce the theft of items like towels
bed sheets etc that causes operational loss of business. Similarly, mobile check is also an
effective technology that enables customers to use mobile phone to check in/out, register
complaints directly etc. The mobile check in facility also eliminate the cost of pen and paper
which were used in traditional front desk system to jot down the arrival or departure time of
guest in hotel. Therefore, it is more eco-friendly method as it minimizes the use of paper
(Caroline, 2010). With this aspect, hotel can meet the corporate social responsibilities and reduce
the prospective negative actions by environmental groups and local government. In this way, it
can be proved that the significance of speed is directly linked with the devices used for hotel in-
room technology by hospitality organizations.
4

LINK BETWEEN SERVICE EXCELLENCE AND TECHNOLOGY
ACCESS
There is a significant link between service excellence and technology access which are
provided by the various hospitality organizations. High end technical services are provided in
luxury hotels like mirror television mostly used in hotel bathrooms or swimming pools. The
mirror television is outfitted with HD technique, touch screen and digital tuner function on
specially tailored glass. The television is hidden behind a mirror when not in use. Therefore, it
displays a high quality TV image when in use and disappears to mirror when television is turned
off. It is a masterpiece that complements the design of luxurious accommodation and other
amenities. With this attribute in room, hotel can charge luxury prices. However, it can be
critically stated that hotel management should ensure that subscribed TV channels should not
have adult channels as hotel guest includes kids and teens under 18 years age (Raheman and
Fonekey, 2008).
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Illustration 1: Mobile Check-in facility at hotel
(Source: Smart Room technology, 2008)

Thereafter, lighting and climate control is another effective technology that allows hotel
guests to change the climate of room as per their feeling and likeliness. The hotel guest can
modify the temperature as per their mood (Gunday and et.al., 2011). By equipping the room with
latest gadgets and technology, hotel aims at providing smart services to customers. These further
help hotels in encouraging sales and building positive image in the market. For instance,
Croatian hotel uses an effective technology that helps hotel in rotating once every day therefore;
during their stay, each guest can get a sea view. Due to this technique, the hotel is able to build
its brand recognition in different parts of the world. Therefore, it is known as spin hotel. Further,
the sales of hotel are moderate even in non seasons where other hotel suffers from issue of low
customers. Hence, it can be stated that technical advantage helps in building distinct image of
hotel in market.
The technology has helped companies in constructing hotel under water in past. In this
respect, Jules Undersea Accommodation is a underwater hotel which was constructed 9 meters
deep into ocean and for reaching the entrance, guest have to use scuba diving. Likewise,
technical expertise is used by high net worth business organizations likePlanet Ocean
Underwater hotel in Florida. The new technology is used by company to form hotel as a vessel
so that guest can take a scene of nearby marine life (Cobanoglu and et.al., 2011). For this aspect,
6
Il
lustration 3: Croatia Hotel
(Source: Trends in hotel technology. 2013)
I
llustration 2: Mirror television
(Source: Top gadgets in hotel. 2016)

hotel has an effective technique, electromechanical propulsion that helps in maneuver in water
which is further composed of multiple welded steel and quilted and clear acrylics. Therefore, this
concept will provide a unique experience to customers where they can also check the depth of
sea using scuba diving etc. In addition to this, rooms of Planet Ocean underwater hotel will be
well equipped with luxurious room amenities that will be an additional gem for its success.
However, it can be critically stated that for building such hotel, a heavy expenditure was incurred
by management, £13 million (Planet Ocean Underwater Hotel, 2016). In addition to this,
technology used by hotel is causing adverse impact on the marine life and resulting into water
pollution. Therefore, a unique and new experience will be provided by hotel that will help in
attaining differentiation in present cut throat competitive hospitality market. Furthermore, the
possibilities of re visit and affirmative responses from hotel guests will be increased.
The effective use of technology helped renowned hotel Hyatt Union Square New York to
provide three check-in facilities for its hotel customers, check in through i-pad with the guidance
of Gallery host (employee of Hyatt), using front desk services, or self check in. With this aspect,
convenience to hotel guest can be enhanced (Webster and Cao, 2006). Considering the growing
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Illustration 4: Underwater hotel
(Source: Underwater Hotel, 2011)

technical needs of customers, intense research and development is done to new and innovative
technology. In this respect, wireless magnetic oscillation solution can be used which will help in
charging the electrical devices like, phone laptops without plugging it (Benn, Dunphy, Griffiths,
2014). Thereafter, biometric security entry is used within hotel to safeguard the hotel from
trespassers who may be terrorist or other radical force (Smart Room technology, 2008). It is an
innovative technique that identifies an individual on the basis of specific features like, voice or
retina pattern, fingerprint etc. Therefore, individual having valid identification proof can only
enter the hotel premises. Biometric security system also helps in safeguarding the important data
of customers (Bijker and et.al., 201). The same technique is used in safe provided in hotel room
where customer can keep their valuable belongings. Further, IP telephones help guest to contact
front desk employee, room service department for resolving their complaints. After availing the
hotel services, guest can authenticate benefits received by them by using digital sign in place of
printed one.
In order to provide supreme luxury, hotel experiences to guest innovative approaches are
adopted by company. In this respect, Sheraton which is another branded hotel have joined hands
with leading technical company, Cisco Unified communications that help hotel in providing
smart room technology and services to customers (Triolo and et.al., 2007). Cisco will assist in
integrating the sound, quality, high speed internet access and recreational services of TV with
prevailing back office system. Therefore, this is enabled with the help specific architectural
program, the unique in-room technology and high end customer experience. Hence, hotel can
gain a distinct image in present competitive market.
The main benefit of using latest and up to date technology mentioned above is in terms
of sales and revenue. The effective technology not only up sell the accommodation and guest
services but also cut down the operational cost of hotel. Therefore, it increases the revenue
margin of hospitality organization. By initiating the use of innovative technology, hotel can get
first mover advantage (Cobanoglu and et.al., 2011). Therefore, it will help in building positive
image of hotel in market. For instance, mobile check in and out facility was used first by Hilton.
Along with this, brand use cell phone push notification to acknowledge guest with
complementary discounted services like Spa, sauna bath, swimming pool or complementary
drinks. This further helps in boosting the sales of amenities and in room items, etc (Altamimi and
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et.al., 2007). For instance, these days, hotels provide mini bar facilities where guest is not
required to visit bar for consuming alcoholic drinks. However, it can be critically stated that
drinks in mini bar are chargeable and customer has to pay high price over and above the
Minimum Retail Price (MRP). With this aspect, kitchenette facilities are also introduced by hotel
(Stringam and Gerdes, 2010). In this aspect, kitchen facility is provided to guest along with
accommodation so that they can prepare and store the food or beverages. Therefore, a
coffeemaker, electric stove, fridge, oven etc can be provided to guest who wants to stay for
longer duration in hotel. Further, additional revenue can be earned by hotel for providing such
services.
The technology helps in meeting the high service expectations of present customers. The
key benefit of new technique is that it aligns the requirement of business with that of
environment. In this context, latest technology like motion sensor, lightning control, digital sign
etc minimizes the use of electricity, cutting of paper etc (Benn, Dunphy, Griffiths, 2014).
Further, high-tech savvy techniques help in encouraging occupancy rate of hotel and encourage
guest to make repetitive visit. The technical expertise will serve as competitive advantage to
specific hotels over its rivals. Also, in-room technology will improve the operational cost
efficiency by minimizing the theft of hotel amenities, reducing the electricity bill by using
motion sensing techniques (Cobanoglu and et.al., 2011). In addition to this, an issue of loss of
key by customer can be overcome by using mobile check in facility. Further, technology also
helps in sustaining the brand image. Like a customer of Marriott tweeted that he got creepiest
and shabby lodging which was reviewed by hotel and resulting viable changes were done.
BEST WAYS FOR MANAGERS TO MEET CUSTOMER DEMANDS
Managers of the hospitality organizations give main emphasis on meeting the need and
demand of the customers. There are different types of customers who have dominant position in
market. Further, with the change in their need, hospitality organizations are forced to make
modification in their services and products. It can be critically stated that organizations become
disorganization as the major reason of it is due to consumers who have more dominant role over
business. Customers are lifeblood for business who determines the success or failure of business
(Kuivalainen, Sundqvist and Servais, 2007). Therefore, companies are forced to pay more
9

consideration on customers. At present, major customers are classified as postmodern, hedonistic
and new Fordist. The hedonistic customers are those who buy different goods and services on the
basis of pursuit of happiness. These customers do not focus much on in-room technology but
there main concern is to stay in calm and compose location. The main concern of such customers
is to get relaxation by visiting natural beauty place, sun, sand and sea (Raheman and Fonekey,
2008). Thereafter, postmodern consumers refer to millennial who are intensely modern and
believe in experiencing new places and adventure. Hence, these customers look for location
where they can get unique experiences like adventure sports, new technology equipped rooms
that fascinate them to stay longer etc. Further, fordism is a term related with heavy production
and consumption (Gunday and et.al., 2011). The fordist customers pay more emphasis on new
digital technology and services without any inefficiency. Therefore, to sustain in long run, it is
important for hotels to provide services as per the requirement of customers and prevailing
conditions. For this aspect, present environment can be studied which is composed both of
internal and external elements that have direct impact on the working of organization. These
elements can be considered by business entity while offering services.
With the help of SWOT analysis, business entities determine the strength that will help
company in giving the best performance in order to overcome its competencies. Further, it will
help in identifying the forthcoming opportunities that can be availed by company to gain new
fortunes in its success. The present world is about strength and opportunities however; it can be
critically analyzed that organization should still focus on weaknesses that can impact its
performance. By focusing on weaknesses, company can take appropriate measures to convert
them into future strength (Covin and Miller, 2014). For instance, the employee turnover can be a
major weakness for company which can be overcome through staff motivation, effective
leadership etc. Further, globalization is both boon and bane for hospitality industry therefore; it
is strength for some while weakness for other. For this aspect, multinational and global
approaches must be considered by organization within service industry. These approaches are
further focused on polycentric, ethnocentric and geocentric perception of the universe. On the
basis of this, hospitality industry can be categorized on the basis of its view towards world. Here,
polycentric organization are the one having control over more than one center (International
marketing orientations, 2016). They further consider that every nation is different therefore;
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differentiated and unique strategy can be adopted to match their social and cultural criteria.
Further, the ethnocentric approach is based on rationale that domestic citizens or organizations of
different countries consider themselves as more reliable, dominant, trust worthy as compared to
their international counterparts. Thereafter, geocentric is an approach that remains indifferent
between domestic and foreign country. It is more focused on targeting customers and become
global leader. On the basis of their international orientation and approaches, the marketing
strategies are changed and up graded (Raheman and Fonekey, 2008).
JUSTIFICATION OF CHOICE INCLUDING CONTEMPORARY NATURE
AND CRITICAL ANALYSIS SKILLS
With the rapid changes in organization’s focus and orientation, significant changes are
occurred in the working style of business, employment practices, marketing etc. The major
changes are taken place in employment practices, knowledge and attributes that employers are
looking in new graduates. The organization in hospitality industry ensures that equal job
opportunities are provided to all individuals having similar skills and knowledge. The
discrimination on the basis of caste, creed, religion and gender etc is abolished to a large extent.
Furthermore, by considering health and safety act, company assures that healthy and safe
working environment is provided to employees. The government policies like equality act, anti-
discrimination etc also stimulate business entities to make changes in its employment practices.
Therefore, at present employers are looking for candidates who help company in executing
business smoothly in foreign countries (Sun, Aryee and Law, 2007.). In this respect, to minimize
the cultural diversity, enterprises are intending to hire individuals of different countries, culture
and region. This further helps organization in managing business at international level. Further, it
has been identified that present graduates lack the soft skills like, communication, interpersonal,
management and leadership skills etc (Triolo and et,al, 2007). Therefore, schools and colleges
are stimulated to inculcate the basic employability skills, professional knowledge, self learning
etc. This will help in bridging the gap between employer expectations and quality supply of
graduates in market. However, it can be critically stated that future labor demand will depend
upon the kind of job created within economy. It will further depend upon three key factors,
economic globalization, the velocity of change in technology and demographic pattern
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(Employers perception of employability skills, 2011). Therefore, with the advancement in
economic globalization the demand of employees for white collar job will be more.
The technological progress in future will require extremely skilled candidates capable of
bringing technical innovations and handling new processes. Further, demographic distribution
will state the need of company to have balanced workforce composition by offering jobs to
elderly, young, disabled etc. Therefore, it can be stated that to assure success, hospitality industry
must try to overcome wide range of contemporary issues that can be major barrier (Kuivalainen,
Sundqvist and Servais, 2007).
CONCLUSION
From the above report, it can be stated that hospitality industry is fastest growing
segment at present. To operate smoothly in dynamic environment, organization must follow
ethics in hospitality industry. The in room technology are new benchmark that determine success
of hotel. The HD television, mirror TV, bio metric security, RFID are some recent innovations
that are equipped in accommodations to meet the emerging needs of customers. The in room
technology helps in retaining customers in long run, building distinct image in market and
reducing operational cost. Further, it can be stated that with change in culture, consumers are
changing into postmodern, hedonistic and fordist. Thereafter, connection speed plays an
important role in customer satisfaction therefore; it must be constantly improved and upgraded.
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REFERENCES
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Bijker, W. E and et.al., 2012. The social construction of technological systems: New directions in
the sociology and history of technology. MIT press.
Cobanoglu, C. and et.al., 2011. The impact of technology amenities on hotel guest overall
satisfaction. Journal of Quality Assurance in Hospitality & Tourism. 12(4). pp.272-
288.
Covin, J. G. and Miller, D., 2014. International entrepreneurial orientation: conceptual
considerations, research themes, measurement issues, and future research directions.
Entrepreneurship Theory and Practice. 38(1). pp.11-44.
Gunday, G. and et.al., 2011. Effects of innovation types on firm performance. International
Journal of production economics. 133(2).pp.662-676.
Kuivalainen, O., Sundqvist, S. and Servais, P., 2007. Firms’ degree of born-globalness,
international entrepreneurial orientation and export performance.Journal of World
Business. 42(3). pp.253-267.
Raheman, F. S., Fonekey, Inc., 2008. Method of self-service access control for frequent guests of
a housing facility. U.S. Patent Application. pp. 046.
Stringam, B. B. and Gerdes Jr, J., 2010. An analysis of word-of-mouse ratings and guest
comments of online hotel distribution sites. Journal of Hospitality Marketing &
Management. 19(7). pp.773-796.
Sun, L. Y., Aryee, S. and Law, K. S., 2007. High-performance human resource practices,
citizenship behavior, and organizational performance: A relational perspective.
Academy of Management Journal. 50(3). pp.558-577.
Triolo, A. and et.al., 2007. Nanoscale segregation in room temperature ionic liquids. The Journal
of Physical Chemistry B. 111(18). pp.4641-4644.
Webster, J. L. and Cao, C. G., 2006. Lowering communication barriers in operating room
technology. Human Factors: The Journal of the Human Factors and Ergonomics
Society. 48(4). pp.747-758.
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