Hotel Digitization and Change Management

This solved assignment analyzes the successful implementation of digitization at a London city hotel. It focuses on how Lewin's change management principles were applied to guide the transformation process, leading to the achievement of organizational goals and objectives. The case study highlights the importance of analyzing threats and adapting changes accordingly while minimizing adverse impacts.

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
A.C-1.1: Identify a range of company change, models or frameworks......................................3
A.C-2.1: Evaluate a range of change implementation models ...................................................6
A.C-2.2: Identify the criteria to select a change implementation model that supports company
change ........................................................................................................................................8
A.C-1.2: Apply a range of creative problem solving technique to address change challenges. .9
A.C 1.3 Identify and justify changes solutions that link to company strategic plans ..............10
TASK 2..........................................................................................................................................10
A.C 3.1 Demonstrate the use of analytical tools to monitor the progress and the effect of
change ......................................................................................................................................10
A.C:3.2- Asses monitoring and measurement technique to change a company.......................11
A.C:3.3- Analysis strategies to minimise adverse effects of change .......................................12
TASK 3..........................................................................................................................................13
A.C: 4.1-Identify the process to review the impact of the change ...........................................13
A.C: 4.2-Analysis the results of the impact review .................................................................14
A.C: 4.3-Present the findings of the impact review .................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Development of change management strategy assists in providing direction to make
plans. However, implementation of organizational change strategies will aid an organization to
give better results. Successful firms understand repeating same things can result into same
outputs. In context to it, corporate requires to implement changes in the firm to reach next level
so that desired results can be achieved. For better understanding of the concerned subject,
London city hotel has taken into consideration. It is a medium size 3 star hotel in London, UK.
The purpose of report is to identify the frameworks that can be used to address change in a firm.
It is going to depict the strategies that will assist in minimising the adverse effects of change. The
aim of preparing this report is to get clear idea of organizational change strategies.
TASK 1
A.C-1.1: Identify a range of company change, models or frameworks
In this competitive era, an organization needs to adapt changes and variations with time.
To address these changes certain models can be considered. They are stated below.
Lewin's Change management Model
It is change management model that was created by Kurt Lewin in 1950. Three stages of
change are recognizes in this model stated below.
 Unfreeze: It is a first step of change where the old strategies, behaviour, planning and
organizational structure is carefully analysed. It results into creating a sense of awareness
among employees showing importance of understanding competitive advantage. In this
step, communication plays a crucial role to let them know about the immediate changes.
 Transition: Further, a company moves to transition period where adequate leadership
and reassurance is important. During this step, the employees start learning new
behaviour and process of working.
 Refreezing: This is the final stage where changes are made after adaption of new policies
and procedure. In addition to this, refreezing is done with the organizational process,
goals, structure and objectives.

McKinsey 7-S Model
This model is one of those few models that are used at time of adapting change strategy.
However, it includes 7-S that been discussed underneath Strategy- It is plan that is used to reach the desired goals. Structure- In this step, a company is divided into different structure. System- Day-to-day activities are performed. Shared value- These are values and principles on which an organization works. Style- It includes a use of leadership style which is adapted in an organization. Staff- Here, staff refers to the workforce or employees of a company.
 Skills- It is an ability to perform tasks and operations of the company.
Illustration 1: Lewin's model
(Source: Shaw, 2015)

Kotter's change management theory
It is the most popular theory of change management that is widely adapted in the
organizations. It is given by John P. Kotter. It includes different stages that are associated with
change management. Following stages are given below.
 Increase urgency- It is required to develop a sense of urgency for a need of change.
With the help of identifying the potential threats the urgency can be created.
 Build a team: Further, convincing people to adapt the change forms a team. It requires
strong leadership so that workforce can be convinced for the required changes.
 Create a vision for change: This stage creates vision by taking some strategies into
consideration.
 Communicate: Communication is required to interact with the employees of the
company about change.
 Get things moving: In order to complete the task, it is necessary remove roadblocks and
issues.
 Focus on short term goals: It is necessary to focus on short term goals and later on
dividing the ultimate goal into smaller task will help in attain objectives.
 Do not give up: No matter what and how the management going on but it is necessary
not to give up the process.
Illustration 2: Mckinsey 7S model
(Source: Jurevlclus, 2013)

 Incorporate changes: Apart from managing changes, it is crucial to reinforce it and take
it as a part of culture.
A.C-2.1: Evaluate a range of change implementation models
On the basis of above stated model, the evaluation process can be done with the
consideration of pros and cons of these models. In addition to this, it will assist a company to
select the best model for implementing change strategies in the company which will result into
achievement of goals. Certain models are given below.
Illustration 3: Kotter's change management model
(Source: Davenport, 2013)

Models
Name
Advantages Disadvantages
Lewin’s
change
management
 It is simple and easy to understand
for change
 It contains fewer steps that help in
making easier the adaption
process.
 During the stage of refreezing,
there may be some employees
who are not comfortable with
the change process.
 It may affect the performance
of employees because it is not
easy for everyone to adapt
changes.
McKinsey 7-
S Model
 It provides an effective method to
evaluate and understand an
organizational structure
 This model helps to implement
rational and emotional concepts
together
 This model if one-factor
changes rest all get changed.
 It results into effect those
factors, which does not
required changes. This model
has seven steps which show
that the process is complex
Kotter's 8
step change
model
 This model can be easy as it is
formed step by step
 In this method, transition is easy
because till the time workforce is
ready with the transition
 At the time of implementation
of this step, a single step
should not be skipped else
whole process will get
affected.
 The process has 8 steps, which
make the lengthy, and it also
takes time to deal with the
process.
A.C-2.2: Identify the criteria to select a change implementation model that supports company
change
With the change in time and advancement of technology the management of the company
decided to analyse the needs of changes. There are certain changes that the London City hotel

needs to be done. Earlier, the company used to adapt the concept of manual booking for the
customers. The customers required to go in the hotel and need to book the rooms. But the
management of London city hotel analyse the needs and requirements and on that basis
management decided to digitised the process. It will result into accomplishing online book by the
customers. It will also assist in doing advance booking. However, to implement the plan a model
will be helpful for the organization. In context to it, Lewin's change management model is
considered. The criterion that is used adapting this model is because it has fewer steps to be
followed. Consideration of these steps will result into efficient management of the operations.
However, the management of London city hotel requires evaluating old strategies like the
organization used to work manually. Now the higher management needs to communicate with
the employees about digitization process.
In order to select the appropriate change implementation model, the criteria is explained
further. It is seen that the said hotel is going to adapt online booking system for the reservation of
rooms. Although, for the implementation of this change the requisite criteria is explained below.
Criteria Explanation
Organizational commitment Focusing on this criteria will result in aligning
the behaviour with relation to the mission,
values and goals of the firm.
Problem solving This is another criteria which is used for
implementing change in the organization. As
per the scenario, the firm is facing advance
booking issues. However, adaption of online
reservation system will result in lowering
down this problem.
Communication It will assist the organization to make better
communication in the organization. The
chances of chaos will tend to lower down.
With the help of Lewin's change model, the organization will be able to implement the
changes in an effective manner. The three steps will be followed

 Unfreeze: It is a first step of change where the old strategies, behaviour, planning and
organizational structure is carefully analysed. It results into creating a sense of awareness
among employees showing importance of understanding competitive advantage. In this
step, communication plays a crucial role to let them know about the immediate changes.
 Transition: Further, a company moves to transition period where adequate leadership
and reassurance is important. During this step, the employees start learning new
behaviour and process of working.
 Refreezing: This is the final stage where changes are made after adaption of new policies
and procedure. In addition to this, refreezing is done with the organizational process,
goals, structure and objectives.
A.C-1.2: Apply a range of creative problem solving technique to address change challenges
In order to change, the London city may face various issues at the time of adopting
changes. There may be a time when employees are not ready to adapt the changes. Certain issues
and problems may face by the workforce of London city hotel. The major issue is that the
employees may not ready to accept the new online techniques of working. They may stick to the
old practices and way of working. In order to overcome these issues, the management of London
city hotel can consider certain problem solving techniques which are explained below. Finding the right problem to solve: Here, the organization requires analysing the real
problem for which a proactive approach will be considered. The management needs to
evaluate the problem which is considered and needed to solve as soon as possible. For
instance, the management of London city has found issues faced by people for the
booking of hotel rooms, communication issues and other issues. Define the problem: In this section, the organization requires combining all the
problems which are valuable to solve. Additionally, the management needs to study the
area on which the organization needs to focus is implementation of online techniques for
improving the booking system. Analyse the problem: Here, the analysis will be made on the current situation where the
present knowledge of the organization is needed to be judged. The management will be
required to prepare a checklist containing the questions so that the nature of the problem
can be ascertained. Here, questions like who knows, who cares and who can be done are
considered.

 Select the best solution: After analysing the whole situation, the management needs to
find the best solution among the different analysed outcomes. The solutions will be based
on three criteria such as operational, economic validity and personal commitment. Implementation: This is the final step in which the ultimate solution of the problem is
being implemented. For the same, the management needs to follow the project
management guidelines in order to get the clear outcome.
A.C 1.3 Identify and justify changes solutions that link to company strategic plans
The objective of the company is to digitize the whole process of operations. It will assist
the company to get desired results. In order to get an appropriate solution, company needs to
interact with the subordinates where they can make the employees understand the needs and
requirements of change. London city hotel can motivate its employees. The organization can
conduct sessions where the employees are going to get sufficient amount of knowledge. It will
help in changing their decisions and accept the change. In addition to this, technical assistance
can be provided to the subordinates in form of training. It will help the employees to cope up
with the changes and increase their confidence.
In context to above, the current strategic plan of the said firm focuses on the
implementing the online booking software. In order to attain this step, the organization requires
getting technical assistance for the IT specialists. They will help in developing a proper software
for the booking of rooms. Apart from this, before implementing the plan the said firm needs to
analyse the present situation of the company. It will assist in studying the present resources and
capabilities of the company. By getting proper overview of company’s operations, the
management can implement the best solution.

TASK 2
A.C 3.1 Demonstrate the use of analytical tools to monitor the progress and the effect of change
In order to monitor the progress and effect of change different analytical tools can be
considered by the strategic manager of London city hotel. The organization can use checklist
including the tasks that are to be accomplished. It also includes risks and assumption which are
analysed by the strategic managers. Checklist: With the use of checklist, the management will be able to compare the actual
standard with the stated ones. It results into improvement of deviations if any. For
example, the strategic manager of hotel can check the digitization process. At what extent
the process has accomplished according to the checklist. It will be checked with the help
of checklist. This process will assist in knowing the further requirements to attain the
changes in full. The company will also be able to make immediate changes by
considering the checklist. If any mistake arises then it can be keep in mind and further
process will be improved (Sonenshein and Dholakia, 2012). Benchmarking: here the organization can set some goals that are to be considered firstly.
For example, the digitization process starts with operation department in stated days. This
is called benchmarking now; the organization will measure and compare the actual with
the stated ones. However, on the basis of this tool the management will be able to
measure the progress. Lastly, London city hotel can consider quality improvement
strategies. It will assist the firm to measure the accessibility and quality of resources to be
provided. It will measure how the digitization process is implemented and is it fruitful for
the customers and employees or not. Outcomes will be the final results showing the
actual position of the progress. It assists the company to track the record of progress and
on the basis of that corrective measures can be taken. Expert judgement: In this section, the firm can take help form the experts where the
experts will critically review the adapted changes. Apart from this, informal survey will
also be conducted by them in order to get proper outcomes. Goal free: In this step, the management will assess the project in which the outcomes
will be analysed. Here, the outcomes will be judged and both qualitative nd quantative
techniques will be used.

A.C:3.2- Asses monitoring and measurement technique to change a company
Changes can leave positive or negative impacts on the workforce of London city hotel. In
order to analyse the change behaviour and effects meetings, interviews and seminars can be
conducted by the top management of the hotel. However, a survey can be conducted by the
strategic manager of the firm which leads to know the perception of the subordinates. It will
assist in analysing the behaviour of employees whether they are happy or sad with the variations.
In addition to this, the progress can be measured with the help of setting meetings with the
subordinates. It will result into getting feedbacks and ask for the opinions (Schaffer, Sandau and
Diedrick, 2013).
Another technique can be used is monthly seminars, during this process the eagerness of
employees can be seen which shows their interest towards the concerned subject. If they are
taking initiatives to get knowledge and they are participative towards the seminar which depicts a
positive sign to the management. Interviews can also be conducted where the subordinates will
be assured of not affecting the jobs with the change of teams. They will be answered of their
doubts and issues related with the problems. The management of London city hotel tries to uplift
the trust and confidence of their workforce towards the organizational operations.
In order to monitor and measure the techniques to change, the firm can compare its sales
with results in evaluating the actual position of the company. Apart from this, meeting can be
conducted by the top authorises so that the pros and cons of the implemented changes can be
evaluated. The organization can also use online feedback from the customers so that the firm will
be able to trace the actual outcomes of the implemented change.
A.C:3.3- Analysis strategies to minimise adverse effects of change
There are certain reasons behind resisting towards the changes can be fear of failure, loss
of status, peer pressure, personality conflicts or past success. The management of London city
hotel can adapt some strategies to minimise the adverse effect of changes.
 Education and communication: If subordinates are resisted towards the change, the
management of London city hotel can better communicate with them. Let them know
what the profits of change are for an individual. Employees may resist changing because
of lack of information which can result into affecting the operations of the company.
 Marketing and setting a team member: Demonstrating the new strategies and plans
will help the employees to understand the jobs easier. In order to minimise the adverse

effect the top management can appoint a team leader for each group. The leader must be
helping and supportive towards its members. The major impact of the same will be on the
employees through which they will be able to understand their part of work.
 Pay attention to the needs of employees: Once the required training is provided, work
of management does not end here. They are needed to ask by the employees whether they
are comfortable with the work or not. The impact will be on analysing the needs of the
employees effectively.
 Address personal concerns first: It is the trend in the corporates that they justify the
change by delivering the information to the employees. This cannot be considered as a
good approach because the involvement of each and every individual in the organization
is must. In addition to this, when subordinates face changes they first think about their
own concerns. So the department is needed to watch over personal concerns of the
employees so that the adverse effect of changes can be minimised by London city hotel.
 Cyber security and monitoring: In order to minimise the adverse effect of change, the
said firm can enhance its cyber security. It is seen that adaption of new system will result
in loss of data or system clashes. Although, it can be safeguard with the use of central
server system. In this technique the data saves over the main server which van be
monitored by different departments. Apart from this, backup system can also be adapted
in which the data will saved after the fixed intervals and automatically refresh the system
for the new data.
TASK 3
A.C: 4.1-Identify the process to review the impact of the change
The results can be analysed by reviewing the process of impact on change. In this
situation the impact may be positive or negative. In this step the management of London city
hotel can review the process by taking feedbacks from the subordinates. On the basis of given
study, the digitization process is considered in the hotel. The impact of this process is that
number of room bookings has increased. It can be said that sales of the hotel is enhanced. This
step helped in identifying the strategic evaluation and operational evaluation. On the basis of
operational evaluation it has been analysed that there are some employees who are not satisfied
with the changes.

On the basis of above information, Lewin's change management model is considered.
The model assists the organization to adapt the changes. This model consist of three steps i.e.
unfreeze, transition and refreezing. With the help of unfreeze step; the company is able to
prepare its employees for the changes to be adapted. It has made aware the subordinates to know
what the changes are and where they are required to change the operations. Another step is
transition; it helped the workers of hotel to learn the operations they are going to attain. Further,
last step helped the company to implement the plans and policies effectively. On the basis of this
evaluation it can be depict that the process remained successful for the organization. With the
help of changed plans, the company is able to increase its productivity and sales in the market. It
also aids the company to increase its customer base. It will result into better opportunities and
increased revenue.
A.C: 4.2-Analysis the results of the impact review
The results have been analysed on the basis of achievement of stages in plan, growth in
revenue and increased in number of enquiries. On the basis of present case, the management has
got positive outcomes of the implemented strategy. It has analysed that after the implementation
of digitization process number of sales has increased. With the help of digitization process, the
operations of hotel are managed effectively. All the required data and information is saved into
the computers helping the management to store crucial data. It also assists in dividing the work
in small tasks.
It has made the operations systematic and organized which leads to effective
accomplishment of work. In addition to this, 360 degree feedback has taken which resulted into
gathering the data and information related to the audience. On the other side, formal discussion is
also conducted with the employees. It helped in measuring the success rate in terms of employee
satisfaction. There may be some employees who are not happy with the change can get
motivation from the management. London city hotel will consider the moral and behaviour of the
individual employee with the accordance the work will be done. However, the above
measurement will be helpful to analyse the success of the hotel.
In context to above, the aforesaid firm has got positive outcomes with the help of
autonomous booking. The hotel management is able to provide required information to the
customers. With the increase in sales, revenue is also increased. It depicts, the organization is

getting fruitful results from the implemented strategies. The major impact of the same will be on
the attainment of the goals and motives of the company.
A.C: 4.3-Present the findings of the impact review
The management of hotel has made communication with the audience; from this the
company has received positive feedbacks from the customers, clients and employees. The
existing customers are satisfied as they can be done instant booking in the hotel with the help of
digitization process. Even, the company has made its own website where the feedback from the
customers is taken. It made the company to communicate with the consumers on frequent basis.
The hotel can improve its services with the help of customer feedbacks. The organization aims at
working to increase its customer base with the help of advanced technology. The concerned plan
aided the company to attain desired objectives and goals.
It has been found that the employees who were resisted towards change are not
comfortable with the changes techniques. They feel enthusiast in working with the company.
Initially, they were not happy with the new plans and strategies but later on with the help and
support of the management, they are able to cope up with the Change. It has found that, with the
change in working process the subordinates are ready and prepared to work in dynamic
environment. It is concluded that, change is required with the change of time. An organization
can only survive if they are ready to accept the changes. The management analysed the need of
change and took the corrective measures which has resulted into achievement of organizational
goals and objectives. With the help of digitization process now the hotel can grow and expand
itself in other area. To meet future requirements the organization can restructure itself time to
time so that varied results and outcomes can be attained.
CONCLUSION
Implementation change in organization strategies is necessary to gain extra revenue from
other firms. However, analysing the threats can make an organization to adapt the changes at
required level. In the above study, Lewin's change management principle has considered on
London city hotel. It has assisted the organization to adapt digitization process through which the
firm has got desired outputs. On other side, some factors are also considered that helped the
management of London city hotel to minimise the adverse impact of change management.

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