Digital Disruption in Hospitality: Impacts and Role of Data

This presentation explores the impacts of digital disruption on the hospitality sector and the role of data. It discusses how new technologies are transforming the industry and improving customer services. It also examines the types of jobs and skills required in the era of digital disruption. The presentation includes insights from online research questionnaires and face-to-face interviews, highlighting the positive and negative impacts of advanced technology on business operations and consumer behaviors.

Data insights

INTRODUCTION
Data refers information that are being collected by an organization and insight refers
understanding what the company gets from those data. This presentation is based on
holiday villa hotel on hospitality that is based in Kuala Lumpur, Malaysia.

Digital disruption
Digital disruption refers all those changes that occur when advanced digital technologies
affect the value proposition of existing services and products. A disruptive technology is
being adopted by several industries including hospitality as it displays an existing
technology and create and completely new industry.

Impacts of digital disruption on hospitality
sector and the role of data
Impacts: New and disruptive technology help hospitality industry in reducing costs,
improving services as well as customers services etc. Digital disruption and
transformations in existing technology is helping out to Holiday villa hotel on hospitality
to increase customers services. They can also innovate its business model for being in a
competition and becoming the market leader. New technologies like hopper, Lucy and
Go moment allows consumers or guests of the hotel to change thermostat settings like
order room services, communicate with existing customers for knowing services of the
hotel

Meaning of data disruption in terms
of types of jobs and skills required
Several trends are being is used in hospitality sector which helped in different
type of job like digital marketer, consumer services etc. Internet of things,
Chatbots, Big data, recognition of technology etc. This transformation and
changes in technology help all departments to work more productively and
effectively.

Online research questionnaire
Questionnaire is an effective way of collecting data in the context of the topic. By
making an effective use of questionnaire or by asking some questions to employees of
holiday villa hotel about digital disruption they analyse its effectiveness. Some close
ended questions are:
1. Over the next decade, how will change in digital life impacts on purchasing behaviors
 Harmful
 Helpful
Interpretation: From the above question which is being asked from 10 random
customers, it is interpreted that digital marketing will have some harmful impacts on
children. 6 customers said that it will make children dependent and lazy. On the other
hand 4 customers said that it will have harmful for them and business.

Discussion guide for use in a face to
face interview
Discussion guide is an important part of testing plan. It refers a map that lead an
individual the learning that they require. It is a set of questions that a manager wants to
ask from targets people or sample on the main topic. In this digital disruption context,
manager of holiday villa hotel focuses on face to face interview. Face to face interview
and discussion guide is described as follows:
Interviewer: How would you define digital marketing and digital disruption?
Interviewee: It is a procedure to reach with potential customers with making an effective
use of transformed and advanced digital technology.

Testing questionnaire and discussion
guide to the member of the hotel
For knowing the effectiveness of digital disruption and digital marketing, manager of
holiday villa hotel test questionnaire and discussion guide from the member of its staff.
From the questionnaire and interview it is stated that different people have different
views In the context of digital disruption. Some customers said that it will give negative
impacts on their personal life as they will become dependent and lazy.

CONCLUSION
From the above presentation it has been summarized that digital disruption played a vital
role in hospitality industry. It allows hotel manager and hospitality industry to increase
consumers experience and increase their sales as well. It has also shown different views
of individuals in the context of digital disruption and they told both positive and negative
impacts of advanced technology on business operations and consumers behaviors.

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