Digital Reinvention Strategies for Building Customer Confidence in UK Hospitality Sector: A Study on Hilton

This research project evaluates the importance of using digital reinvention in hospitality sector UK for building customer confidence in the context of Post COVID: A study on Hilton. The study focuses on digital reinvention strategies used by companies, factors influencing customer confidence, challenges and recommendations to overcome them, and issues related to implementing digital reinvention in business practices.

Research Project

Abstract
As we all know that due to covid-19 pandemic, many companies have faced a lot of
challenges while managing remote work. The company who adopt digital reinvention then they
are able to build customer confidence. Companies already have had to refocus and need more
attention on their workforce plan so that they can work effectively towards goals. To be
successful, every business is using advanced technology post pandemic, due to covid-19 there
has been transformation in the workplace. Business managers are focusing on implementing
work arrangements in hospitality sector such as availability of rooms, booking through online
platforms and so on. With the available technologies such as high speed internet, emails and
communication strategy managers in the hospitality sector ensure to continue employee
connectivity and productivity. The research work is going to use and adopt different research
methodologies. With the help of these approaches the researcher must have formulated
hypothesis.

TABLE OF CONTENTS
.........................................................................................................................................................1
Abstract ...........................................................................................................................................2
Chapter 1 - INTRODUCTION........................................................................................................4
Chapter 2 - Critical literature review ..............................................................................................6
Chapter 3- Research methodology ................................................................................................10
Chapter 4- Analysis and findings...................................................................................................12
Chapter 5- A critical appraisal and recommendations for further work ......................................15
Chapter 6- CONCLUSION............................................................................................................15
Reflection ......................................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDICES...............................................................................................................................18
Questionnaire ...........................................................................................................................18

Topic: To evaluate digital reinvention strategies undertaken by UK hospitality sector for
building customer confidence in the context of post COVID: A study on Hilton
Chapter 1 - INTRODUCTION
As we all know that in today’s business world, hospitality industry is the very fastest
growing industry in the world which can offer customers with a great services and an enjoyable
experience. The major advantage of developing hospitality industry is that it can contribute in
growth and economic development. In today’s business environment, with the increase in the
trends of using advance technologies, pressure on companies is also increasing day by day.
Nowadays, companies like Hilton are experimenting some of the important digital
transformation it means they are reconceiving business models, procedures and activities. In the
world full of competition, technology is the only way that enables digital reinvention. With the
help of technology reinvention methods, the company can enhance the brand awareness through
social media platforms at global level. Many businesses is adopting digital transformation in
order to meet its goals related to clients. By having technology advancement in the company the
managers are able to build customer confidence which helps them to achieve their set goals and
objectives. The present study is based on Hilton which is one of the most famous and largest
hospitality group. The company provides various types of services to customers such as high
quality, spa, accommodation service and many more. With the help of research tools and
methods the researcher can analyse the significance of digital reinvention in hospitality sector.
Companies like Hilton is more involved in innovation strategies and technology to take their
business operations to new levels of development in the marketplace. Nowadays, Companies are
investing more in development of advanced technology and using new innovative ideas to adapt
organisational culture.
Aim-
The aim of the current study is to evaluate the importance of using digital reinvention in
hospitality sector UK for building customer confidence in the context of Post COVID: A study
on Hilton.
Objectives-
 To discuss digital reinvention strategies and customer confidence in UK hospitality
sector.
 To study the importance of reinvention strategies in the context of post Pandemic.

 To study the importance of digital reinvention strategy for Hilton for building customer
confidence.
 To Recommend strategies to Hilton for building confidence among customers
Research Questions
 What is digital reinvention and its importance?
 Which factors influence the customer confidence with regard digital reinvention to
hospitality sector?
 What are the disadvantages of digital reinvention and how can it be improved in the
context with Hilton?
Research rationale
The major reason behind doing this research is to analyse the significance of building
customer confidence in hospitality sector. In today’s business world, every business is adopting
digital transformation to meet its customer goals. These companies are involved in technology
and innovation in order to take their business operations to new levels of growth and
development. Hospitality industry not only invest in innovation and technology but also find
ways to restructure themselves to adapt organizational culture and also build customer
confidence. With the help of thematic perception test technique, research could outline the
importance of digital reinvention for building customer confidence.
Research scope
Digital reinvention is concerned with wide range of techniques that helps in building
performance so that company can easily achieve aim and objectives set by them. this plays a
vital role in attracting customers and meet their goals so that proper understanding can be
achieved. The current study will be useful for understanding the factors influencing the customer
confidence and strategies for improvement in regard to digital reinvention. This will be very
much helpful for similar organizations operating in the hospitality sector scholars and learners
who are conducting research on similar topic can gain deep knowledge from this study.
Chapter Preview
Chapter 1: Introduction
The introduction will include all important information to prepare the reader, to put the
reader into the clear picture in terms of the specifies of current research project on the topic and
highlights the significance of conducting study.

Chapter 2: Literature Review
This Section is going to focus on having theme formulation in order to present
theoretical information.
Chapter 3: Research Methodology
This section will emphasize on data collection, research philosophy, research
type approach etc. so that clear result can be obtained for completing research project.
Chapter 4: Analysis and Findings
This section will focus on analysis and evaluating the collected data so that depth
understanding about topic can be gained.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further
Work
This chapter will focus on identifying the findings for suggesting and
recommending for further studies.
Chapter 6: Conclusions
summary of the overall research report will be involved in this section to better
understand the topic.
Chapter 2 - Critical literature review
Theme 1- Digital reinvention and its importance in business
As we all know that in today's business world, digital reinvention is the fastest growing
trend which attract customers. According to Marres, (2017) Digital transformation is all about
forcing companies to change their business methods, models, techniques. It is all about adapting
to the new market reality with the help of technology and innovative ideas. Especially in sectors
like hospitality sector digital reinvention contributes in the growth and development of economy.
The hospitality sector has already begun using innovation and advanced technology in order to
improve their businesses and its operations which has been conducted along with they focus on
shaping experience of customers through efficiency and reinvention. In today's business world,
customers expect relevant content so digital world have gained a macroeconomic scale as people
are spending most of their precious time on internet and searching about things via social media
platforms. By using digital transformation the company is able to achieve customer satisfaction,

and they better meet customer expectations in the very short period of time. Boskovic, Primorac
and Kozina, (2019) says that The major purpose of digital reinvention is that it provides a
valuable and great opportunity for core business function which can meet their desired goals.
With the help of digital reinvention, businesses can easily manage things related to customers
experience and even staff members.
Theme 2- Digital reinvention strategies used by company
As we all know that successful enterprise is embracing technology in order to create
digital workplaces that can improve the customer satisfaction. Post pandemic people are more
concerned about reinvention strategies used by companies (DeFilippis and et.al., 2020). A
successful digital strategy requires deep knowledge and must be need cross functional team with
marketing, leadership and information technology members. Digital reinvention strategies is a
detailed plan for utilizing digital solutions in order to improve the business aspects across
services of company. In hospitality sectors owners of the hotel know that their different goals
which has been in the context of digital transformation can help achieve. With the help of digital
tools such as CCTV camera, smoke detectors, internet connected devices and online check in
check out, the hotel can increase digital revenue. By using these tools, the company can easily
improve its service quality and customer outcomes. COVID-19 upended many outdates
assumptions about digital transformation now organization are focusing on these initiatives. The
companies are launching technology driven initiatives in order to enable remote work and
distance learning for the betterment of employees. A PMS is basically used by companies in
hospitality sector. It can play a vital role in a digital transformation which has improved
customer satisfaction. Nowadays, hotels are focusing on solving for long waiting hours during
check in time. For this they are developing strategies such as Oracle OPERA is equipped with a
mobile version in order to allow employees working in the company to check in guests via
tablets, other devices like smartphone. Marres, (2017) identifies that with the help of mobile
platform, the organization can easily manage reservation, room status, manage task sheet, room
maintenance and real time updates on room availability. Not only this, with the help of mobile
platform, the company can manage requests, which helps team members to improve efficiencies
around the property. This is how company can meet the needs of guests rapidly which leads to an
overall better experience of guest and shorter wait times in the competitive world.
Theme 3- Bringing digital transformation to business

According to Maffey and et.al., (2016) A digital transformation is very important and it is
all about the cultural changes, operational changes that make company effective. With the
support of techniques and tools such as communication apps like zoom meetings and Microsoft
teams is very helpful in working remote post pandemic and during pandemic. Also, search
engines and artificial intelligence are dominating the digital discovery process which provides
many solutions for reaching business goals in the competitive world. For achieving these goals
of digital transformation, it is essential to have right leadership styles and management skills.
With the help of McKinsey's factors, having the right digital savvy leaders is very important in
the working place. The organization must empower teams to work in new ways and build the
capabilities of entry level workers so that they can achieve success in future by adopting digital
transformation. Boskovic, Primorac and Kozina, (2019) Share their point of view that one
potential digital transformation initiatives could involve the application of a new property
management system such as Oracle Opera. This is an intelligent accommodation management
tool used by the hotels. With the adaptation of this tool, the company can avoid overbooking of
specific room types in order to manage room bookings. The managers ensure that rooms are
cleaned properly and maintained in a timely manner for increasing the satisfactions of customers.
In order to deliver a great guest experience this platform automatically enforces booking
availability, rules and regulations and schedules of item inventory. This is how bringing digital
transformation in hospitality sector helps managers to achieve their staff and customer centric
goals.
Theme 4- factors influence the customer confidence with regard digital reinvention to
hospitality sector
Boskovic, Primorac and Kozina, (2019) commented that in today's business world, a
company that do transformation in digital strategy are creating highly engaged customers. On the
top of that, these customers are attracted towards new services provided by the organization.
While on the other hand, a company that do not transform digitally are not able to engage
customers which can impact their performance in the marketplace. Customers demand to be
recognized across every channel, whether offline or online. They don't even bother about which
part of the organization they are dealing with, to them there is only one brand and people who
are working with the brand. Staff members of the company is one of the most important factor
that can influence the customer confidence in hospitality sector. Marres, (2017) argues that If

staff members of the company is not well-trained then they cannot achieve customer centric
goals. If company is not able to provide quality services as per the choices, preferences and
personalization then it can impact the customer confidence in a negative manner. Another factor
that can impact the customer confidence is that continuous change in technology usage. Even
this has created pressure on companies to be updated on a continuous basis.
Theme 5- digital transformation challenges and recommendations to overcome them.
In today's business world, everything is available at our fingertips than ever before, the
path forward isn't always easy. There are many obstacles and challenges that can hinder even the
most ambitious and clear initiatives Martin, F. and et.al., (2020) commented that dedicated IT
skill is one of the major challenge seen in the organizational context. As we all know that behind
every successful company and strategies related to digital reinvention is a highly engaged and
dedicated IT team working hard for the success. However, building this Team is getting harder
day by day because of heavy competition in the digital world. Creating skilled workforce team is
critical for organization because many companies are pursuing methods for new technologies'
adaptation. Lack of skills and knowledge were holding business back from pursuing their
reinvention goals. Many of companies are lacking behind in expertise like advanced data
analytics and cybersecurity. Schwartz, (2016) Commented that outdated structures of business,
rigid leadership styles and lack of skilled workforce can hinder the performance of business and
impede digital transformation success. During covid-19 pandemic, companies struggled to
rapidly shift to a remote business model in the year 2020. So, sectors navigating new tools in
order to add change resistance to the mix, which helps to enhance transformation. Therefore, a
focus on organizational change management, improving working environment can help prepare
staff members for what lies ahead in the future. The firm needs to consider the staff members and
customers as it can directly affect change management plan regards to digital reinvention.
Theme 6- Issues related to implementing digital reinvention in the business practices
Nowadays, customers are becoming very demanding and changing their needs on the
basis of social and cultural factors. Continuous evolution of customer needs is one of the biggest
issue related to implementation of digital reinvention. Resource like free Wi-Fi connection at
hotels, touchless checkout options is attracting people. Due to this company have to increase the
expectation of customer by adopting such practices. Another issue related to implementation of
digital reinvention is budget concerns of business (Heavin and Power, 2018). To achieve

competitive advantages company needs to make more investment in research and development,
artificial intelligence and also in marketing. As people are spending more time of social media
platform, the company has to develop a realistic project plan if they want to successfully
implement digital transformation in the business practices.
Chapter 3- Research methodology
Research type
There are majorly two types of research which can be used to achieve aims and
objectives of the current research such as quantitative and qualitative (Dźwigoł and Dźwigoł-
Barosz, 2018). To assess the importance of digital reinvention qualitative research type has been
selected. The reason behind choosing this research type is that researcher can analyse the
significance of building customer satisfaction and improve confidence via qualitative research
type.
Research approach
Research approach is basically of two types which needs to be taken into consideration
for the completion of study such as inductive and deductive approach (Mohajan, 2018). For the
current study, inductive approach has been taken to assess the importance of digital reinvention
in context with hospitality sector. The major reason behind using this approach was that the
study work involves formulation of research aims and objectives and the study is qualitative in
nature.
Research philosophy
There are majorly two kinds of philosophies which can be used during research such as
interpretivism and positivism. With the help of these basic approaches the researcher can find out
data pertaining to particular topic. For the current research, interpretivsim has been used for
evaluation of qualitative data pertaining to digital transformation.
Data collection
there are majorly two types of data collection which has been used during the project. For
addressing research objectives data, it is very important to use effective method thus for the
current research project data has been gathered from both secondary and primary method. For
primary data, survey will be taken on 20 customers of Hilton through the means of questionnaire.
For secondary data, it will be done via journal articles and websites.
Sampling method

it is essential for researcher to select appropriate sampling method so that suitable results
can be derived. Thus, for the current study, purposive sampling technique has been selected on
20 customers of Hilton. The major reason behind choosing this method is that proper results can
be gained in regard to digital reinvention.
Data analysis
for analysing responses gathered from survey method, thematic perception has been
applied to find out data effectively. With the support of thematic perception analysis, the current
study can analyse qualitative data for the better results. By applying this, several themes has been
prepared for effective responses.
Reliability and validity
for ensuring validity aspects research papers or articles that published after the 2012
period has been taken into consideration. Furthermore, considering research topic Articles has
been taken into consideration which in turn highlight that research is valid (Snyder, 2019). In
addition to this, by taking into consideration copyright protected sources secondary data has been
gathered which has clearly maintained reliability aspects.
Research limitations
For current study, money, time and unavailability of sources are recognized as main
limitations which has been taken into consideration (Pandey and Pandey, 2021). Due to having
limited money and time quantitative tool such as SPSS has not been taken into consideration.
However, in order to deal with this limitation thematic analysis has been done in effective
manner. On the top of that, current significance is related to qualitative aspects has been taken
into account so that suitable technique can be applied.
Ethical consideration1. consent forms- for the present research, consent forms has been sent to each and every
participant. No candidate has been forced for survey method as the research has been
done after taking permission from candidates.2. Inclusion of references- in order to achieve ethical aspects, detailed reference list has
been provided at the end of the research so that confidential and integration is
maintained. Here confidential information has outlined at the end of the study. Hence,
data which has been gathered during the research is paraphrased not copied.

3. Data privacy- In order to maintain the privacy of data, information of respondents have
been kept private.
Chapter 4- Analysis and findings
Theme 1- Digital reinvention has changed customer confidence post pandemic
Participants Responses
12 Completely changed
5 Slightly changed
3 Not changed at all
Interpretation:
When it was asked from the respondents that whether digital reinvention has changes
customer confidence after the occurrence of pandemic than it was found that out of 20, 12
customers answered their confidence has completely changes post pandemic. They further
explained that their daily operations were relatively depended on new technologies and
innovation. In addition to this, 5 out of 20 answered that their confidence has slightly changes as
now they are not much impacted by digital transformation and adapt methods accordingly.
However, 3 out 20 customers shared their view that there is no change in their confidence due to
digital reinvention they are using same kind of tools and methods which helped them to achieve
their goals.
Theme 2- The best digital tools used by company
particulars Reponses percentage
of

respondents
Oracle OPERA PMS 7 35%
Microsoft teams 7 35%
Skype- web based
communication tool
2 10%
All the above 4 20%
total 20 100%
Interpretation:
During survey when it was inquired about the best digital tools used by organization than
it was found that 7 of 20 answered that company make use of Microsoft teams for calling,
sharing, chatting and allocating videos to people and solve issues by using digital transformation
strategies. Furthermore, 7 of 20 answered that hotel is using Oracle OPERA PMS in order to
manage work and team members. They further added that this is being regarded as one of the
most effective tools by which they can easily manage work and operations. While on the other
side, 4 out of 20 have answered Skype is the best communication tool related to digital world
which has been adopted by people for communicating with each other, people use this for
communication during pandemic and after the pandemic. At the end, there were 4 out of 20
participants who have answered that all the tools are very effective.
Theme 3- strategies company can use for attracting customers

Participants Responses
3 Digital Marketing
8 Establishment of multiple
communication Tools
5 Schedule regular meetings
4 Finding right people to work
Interpretation:
This particular theme is related with the strategies used by company for attracting
customer with regard to digital transformation. When this was inquired from the participants of
the primary survey than it was noted that out of 20, 3 answered that digital marketing is the most
favourable way of attracting customers. Furthermore, the other 8 of 20 stated that multiple
communication tools such as zoom meetings, Microsoft teams, emails and oral communication
method is effective post pandemic. In addition, 5 participants have stated that regular meetings
with clients via digital tools can be very helpful for company to attract more customers and gain
confidence level. While, 4 of 20 participants answered that finding right people at workplace will

be very much helpful because they are representing company, only they can attract customers by
providing service quality to customers.
Theme 4- Main purpose of digital reinvention.
Participants Responses
4 Encourage digital culture
4 Enable automation
5 Increase data quality
7 A better customer experience
Interpretation:
when participants were inquired in relation to purpose of digital reinvention with their
point of view it has been found that 4 out of 20 answered that the major purpose of digital
reinvention is to encourage digital culture. The reason behind that is now the world is becoming
digital in every aspect and companies are using various digital strategies in order to attract
customers. While on the other side, 4 out of 20 has commented that digital reinvention enable
automation which helps to achieve competitive advantages. However, there were some
candidates that is 5 out 20 who have commented that when it comes to main purpose of digital
reinvention increase in data quality can be achieved. They additionally say that by using digital
methods the company have achieved great customer expectations. At the end, 7 out of 20
answered that with the help of digital transformation customer experience can be improved.

Theme 5- Digital transformation help with competitive advantages.
Participants Responses
15 yes
5 no
Interpretation
This theme is related with the competitive advantages gained from digital transformation.
When this was asked from the participants of the primary survey than it was found out that 15
out of 20 answered that digital reinvention help with competitive advantages. The major reason
behind that which was stated by participants is that digital transformation helps business keep up
with emerging customer demands and helpful for them in the future success. Furthermore, with
the help of digital transformation, business like hospitality sectors can easily compete better in an
economic environment that is constantly changing in response to technology evolutions. While
on the other hand, 5 out of 20 have answered no, they say that many companies are running
business operations smoothly without using new technology. However, they stated that those
companies must use digital reinvention as it can be helpful for them in order to promote their
brand name which can help them to attract more customers and influence their confidence in a
positive manner.
Theme 6- Digital reinvention affect customers confidence level
Participants Responses
5 Highly engaged customers
5 Customer tries new services and products
8 Both
2 none

When it was asked about this theme, 5 out of 20 have said that with implementation of
digital reinvention company can engage customer confidence. Also, 5 out of 20 says that
customer tried new products or services and further 8 out of 20 says that both of this can be
gained. They have stated that Digital reinvention has impacted customer’s confidence level in a
both negative and positive manner. Because if a company is not able to implement digital
reinvention then it can negatively impact customer confidence while on the other side, if the firm
is able to use digital strategies by using innovative ideas then they can attract customers.
Chapter 5- A critical appraisal and recommendations for further work
Marres, N., (2017) says that Due to change in technological trends, the company have
used new tools and techniques. The primary research along with the secondary research have
both supported the fact that managers of the Hilton UK have experienced increase in customer
confidence due to usage of digital tools effectively. However, dependency of company on digital
tools can make people lazy and need of proper leadership is really important.
Recommendations-
 It is recommended that the company must invest more on employees training and
development sessions for changing technology. For this they must focus on proper
market research and research and development methods.
 Multiple communication tools can be used to manage work effectively so that it can help
employees at hotel.

Chapter 6- CONCLUSION
To conclude, from the above mentioned analysis it can be concluded that digital
reinvention is very important post pandemic as it can help businesses to gain competitive
advantage and engage customers too. The primary research along with the secondary research
have both supported the fact that digital reinvention strategies undertaken by UK hospitality
sector for building customer confidence is really essential post pandemic. Furthermore, it has
been found out that for engaging customers, company have utilized many tools such as Oracle
Opera, Microsoft teams, zoom meetings etc. as an advanced technology as they seek work
arrangements. The company have used collaborative tools, artificial intelligence and marketing
method to engage customers. Further, it has been concluded that open communication and team
building is a crucial tool for the purpose setting a shared aim and objective as well as positive
work culture.
Reflection
In the current research work, different research methodologies has been adopted such as
qualitative analysis, which helped the attaining of aim and objectives. With the help of these
methods, I have understood the better comprehension of the issued which has been obtained
during the study. These methods have formulated hypothesis and both primary and secondary
method has gathered information which helped the researcher to make use of qualitative analysis
tool. Additionally, the methodologies which has been adopted has allowed the investigator to
utilize generation of theory. However, the researcher can make use of quantitative analysis
technique SPSS for better and valid research outcomes. I have acquired a better understanding of
adaptation of digital reinvention and the manner it impacts the employees performance and
customer confidence. Plus, I have also learned varied forms of skills such as writing, research
skills and presentation skills while doing work.

REFERENCES
Books and Journals
DeFilippis, E. and et.al., 2020. Collaborating during coronavirus: The impact of COVID-19 on
the nature of work (NBER Working Paper No. 27612). National Bureau of Economic
Research.
Dźwigoł, H. and Dźwigoł-Barosz, M., 2018. Scientific research methodology in management
sciences. Financial and credit activity problems of theory and practice. 2(25). pp.424-437.
Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Pandey, P. and Pandey, M. M., 2021. Research methodology tools and techniques. Bridge
Center.
Bughin, J., LaBerge, L. and Mellbye, A., 2017. The case for digital reinvention.
Berman, S.J., Korsten, P.J. and Marshall, A., 2016. A four-step blueprint for digital
reinvention. Strategy & Leadership.
Boskovic, A., Primorac, D. and Kozina, G., 2019. Digital organizations and digital
transformation. Economic and Social Development: Book of Proceedings, pp.263-269.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research. 104. pp.333-339.
Maffey, G. and et.al., 2016. Can digital reinvention of ecological monitoring remove barriers to
its adoption by practitioners? A case study of deer management in Scotland. Journal of
environmental management. 184. pp.186-195.
Schwartz, G., 2016. Knowledge and the Digital Reinvention of Citizenship–Social Emancipation
and Creative Labor in the “City of Knowledge”. Revista de Cultura e Extensão USP. 14.
pp.25-39.
Heavin, C. and Power, D. J., 2018. Challenges for digital transformation–towards a conceptual
decision support guide for managers. Journal of Decision Systems. 27(sup1). pp.38-45.
Marres, N., 2017. Digital sociology: The reinvention of social research. John Wiley & Sons.
Martin, F. and et.al., 2020. Examining higher education faculty use of current digital
technologies: Importance, competence, and motivation. International Journal of Teaching
and Learning in Higher Education. 32(1). pp.73-86.

APPENDICES
Questionnaire
Demographic information:
Name:
Age:
Gender:
Q1. How digital reinvention has changed your confidence post pandemic?
 Completely changed
 Slightly changed
 Not changed at all
Q2. which is the best digital tool among all?
 Oracle OPERA PMS
 Microsoft teams
 Skype- web based communication tool
 all the above
Q3. As per your opinion, what strategies company can use for attracting customers?
 Marketing
 Establishment of multiple communication tools
 Schedule regular meetings
 Finding right people to work
Q4 According to you what is the main purpose of digital reinvention?
 Encourage digital culture
 Enable automation
 Increase data quality

 A better customer experience
Q5. Does digital transformation help with competitive advantages?
 Yes
 No
Q6. According to you, how does digital transformation affect customers?
 Highly engaged customers
 Customer tries new services and products
 Both
 None of these