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

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,