This report discusses the use of technology in digital businesses and its impact on the hospitality industry. It includes a summary of findings from CW 1, recommendations for improving business, and challenges faced in digital transformation.
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Digital business and new technologies CW2
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Contents INTRODUCTION...........................................................................................................................3 Summary on the findings from CW 1..........................................................................................3 Conclusion of CW 1 summary....................................................................................................4 Recommendations and challenges...............................................................................................4 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION Digital businessesusetechnologyto createnewvalue inbusinessmodels, customer experiences and the internal capabilities that support its core operations. The term includes bothdigital-only brands and traditional players that are transforming theirbusinesseswithdigital technologies. Thehospitality industryis a broad category of fields within the serviceindustrythat includes lodging, food and drink service, event planning, theme parks, and transportation. It includes hotels, restaurants and bars. This report include topics such as summary on the collectivity of CW 1. Conclusion on the summary of CW 1. Recommendations in order to improve their business and emerging challenges in digital transformation faced by the sector of hospitality (Shahiduzzaman and Marek, 2018). Summary on the findings from CW 1 In order to grow the business company needs to take help of these factors which are related with the transformation on a digital basis. This way company will be able to enhance their reach and wider their networking facilities. If they are successful in transforming their business digitally then they will be able to make their relationships better with their clients and suppliers. Other than this with the help of this aspect the company can analyze the needs and wants of their consumers in the market which will increase their base of customers and they will gain the potential to provide more of their services to a large audience. This will automatically increase the share of the company in the market. Apart from this it also helps the employees to reduce the complexity in their work and with the techniques that are available digitally and their effective use will help them to take better decisions. One of the most important aspect of digitization is artificial intelligence which was founded by John McCarthy and after that American engineers have been working on it for its development. This technology has developed a lot as till now it is used in many aspects which ease the work of the company. It helps the company to record their data about any information such as attendance rate of every employee which is used to assess the efficiency of the employee. Other than this it is also required in security cameras and related equipment under it. The aspect of transformation in digitization has gone ahead which is helping the companies take new mediums such as social media platforms or their own websites to promote their brand. There are many software that have been developed to an extent and are used by many companies such as Amazon alexa and Google assistant. They
works on voice command and without moving humans can just assign them a task by their voice (Bock, Iansiti and Lakhani, 2017). Conclusion of CW 1 summary On the basis of analysis done it has been assessed that artificial intelligence has a lot more up gradation required. The aspect of artificial intelligence is so powerful and advanced that it can control many things without the requirements of human. But because of lack of technology and software programming it has still not reached to its extent of abilities. Also the available artificial intelligence program is also come a long way ahead it is because of the engineers who has worked on developing it. Many sectors such as hospitality and retail can take the help of it. The engineers needs to work on enhancing the capability of the software so that it can work more efficiently. Due to the evolution of technology many businesses has started to rely on it nd they want that level of dependence to increase so that they can invest that time in other area of operations. Recommendations and challenges Therearenotmanyleaderswhoareabletounderstandtheimpactofdigital transformation. This aspect is not about just investing the money in the field of technology but it is to open up the scope to restructure the working strategies and alter the culture of corporate sector. This will help the business to come up with new innovations so that they can pursue the new steps of growth for the business. For the sector of hospitality there are many goals which can be achieved by the digital transformation. They need to take that goal out which will impact the most on the positive side of the business. This aspect can help to generate more traffic on website and increase digital revenue, reduce the cost of operations, improve the outcome of customers and quality of services offered to them. Hotel needs to focus on one of these aspects at a time so that they can acquire the technology for that and expect a specific result of that assessment. It will also expect the cooperation from the employees in order to handle the operations. There are many failures in this case and they all suggests that only one goal must be focused at one time. for example a hotel has taken a decision to increase the revenue from digital platforms. Although there is one obstacle in this situation and that is requirement for high level of over bookings. Over bookings happens when all the rooms of the hotels are reserved for that specified period of time. although hotel has the option to cancel the bookings taken but it only shows poor handling of operation from the side of hotel. In order to avoid situations such as
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these hotels has the option to use a initiative completed by the software developers and that is known as Oracle Opera. It is a management system created to handle aspects such as these of the property. This tool helps the hotel to avoid situations related to over booking so that consumers do not have a bad impression of a hotel. Also it helps to set a reminder that rooms are cleaned on timely basis. Other than this it highlights the rules for booking a room, timings of availability of items so that guests can have the best experience as possible and they are not charged to take someone to the second location (Remane and et.al., 2016). In order to increase their performance hotel sector needs to keep in mind to keep an effective property management system. As this will help them to improve the outcomes from customers. This aspect solves the issue of long queues to check in. Oracle OPERA has a mobile version which allows the staff to help check in the guests through their mobile phones. Other than this it also has the option to handle and manage reservation, status of room, management of task sheet, maintenance of room, requests for maintenance and real time updates. In order to improve efficiency hotel it is necessary that hotel implements the feature of mobile phones as this way they will be able to serve the guests quickly. This leads to increase the satisfaction levels of guest and reduce the time they have to wait for checking in. Digital transformation is about the changes in the culture and operational activities. If the hotel enables a property management system that is effective then there can be many solutions extracted out from it. Also it is necessary that leaders are in the right place at the right time because the program of Oracle can work only if the employees has completed their training, understand the channel of communication and support to other employees. There are five factors derived by McKinsey out of which three helps to lead the success of digital transformation are people oriented. The analysis has helped to figure out that in order to use it effectively hotels must have the leaders that are eligible so that employees and teams can be guided to a clear path. Also they are required to build the skills of workers who have just entered into this line of work (Nwaiwu, 2018). Challenges Hospitality is considered as one of those industries which is understated and undeserved when it comes to facilities of digital enablement. Although competition in this sector is increasing
everyday which requires them to keep up with the level of competition. Hotels who are leading in this sector such as Hilton, Marriott etc. are working on it (Beynon-Davies, 2018). UCC integration- Many of the people has agreed to the fact that when the staff of the hotel is not able to communicate with the guest in an effective manner then the level of satisfaction gets affected. Other than this only half of the staff of the hotel is able to resolve their complaint. In order to increase the level of satisfaction hotel needs an effective end to end channel of communication so everyone’s query is followed and relationship can be maintained with many customer as possible (Kane and et.al., 2017). Automatic notifications- Almost every client who booked a service of the hotel wants notifications. In order to remove this challenge there is an omni channel solution which is built on communications which are open, infrastructure drive and engagement of guests on proactive basis (Peter, Kraft, and Lindeque, 2020). This will reduce errors which are common and improve the outcome. This will give hotel the control to send notification and they will have the control to release information to specific no of customers and engage with the option of multimedia. There are some issues in integrating the system with the internet as it becomes critical to send notification to guests or security or services related to emergency. This is because many of the sensors are released and to control all of the information must be sent in real time (CeArley and et.al., 2016). Voice activated technology- This aspect is able to be in the system and working because of the up gradation and advancement in the artificial intelligence. This aspect is replacing the older medium that is screen time as rapidly many of the sectors are adopting it (Seo, 2017). Organizations dealing in this sector needs to make a move and enable this in their facilities as it is the future of technology as well as business and it is necessary to make the customer feel more convenient. This also requirement more advancement as it is still not able to interact with travelers or travel providers which is complicated and increases complexity in work. In order to set it right a lot of investment is needed which not every facility can approve. Although there are some breakthrough devices in
this aspect such as Google assistant and Amazon Alexa which can give the feel of both on tect and language translation in room which helps to remove the barrier of language and converse freely between each other (Ismail, Khater and Zaki, 2017). CONCLUSION From the above studies it has been concluded that hotels need to come up with an investment that is sufficient to accommodate and comply their facilities with digitally advanced technological aspects. This is necessary for the sector in order to achieve growth as people are fond of it and friendly of it. This makes it an essential to provide them with it at their facility. Other than this there are software such as Opera which helps the hotels to take out solutions to many problems. The issue of over booking can be solved from it which also helps to save the image of the hotel in the eyes of the consumers. Other than this it also helps to remove the issue of people waiting in long queues just to check in. it allows users to check in form their mobile or tablets so that they don’t have to wait up in lines which improves the level of satisfaction.
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REFERENCES Books and Journal Ismail, M.H., Khater, M. and Zaki, M., 2017. Digital business transformation and strategy: What do we know so far.Cambridge Service Alliance, November. CeArley, D., and et.al., 2016. Top 10 strategic technology trends for 2018.The Top,10. Kane, G.C., and et.al., 2017. Achieving digital maturity.MIT Sloan Management Review,59(1). Beynon-Davies,P.,2018.Characterizingbusinessmodelsfordigitalbusinessthrough patterns.International Journal of Electronic Commerce,22(1), pp.98-124. Shahiduzzaman, M. and Marek, K., 2018. Digital organisation: A value centric model for digital transformation. Bock, R., Iansiti, M. and Lakhani, K.R., 2017. What the companies on the right side of the digital business divide have in common.Harvard Business Review, pp.2-6. Remane, G., and et.al., 2016, June. Discovering New Digital Business Model Types-a Study of Technology Startups from the Mobility Sector. InPACIS(p. 289). Nwaiwu, F., 2018. Review and comparison of conceptual frameworks on digital business transformation.Journal of Competitiveness,10(3), p.86. Seo, D., 2017. Digital business convergence and emerging contested fields: A conceptual framework.Journal of the Association for Information Systems,18(10), p.3. Peter,M.K.,Kraft,C.andLindeque,J.,2020.Strategicactionfieldsofdigital transformation.Journal of Strategy and Management.