Hospitality in the UK Report 2022

Running head: HOSPITALITY IN THE UK
Hospitality in the UK
Name of the Student
Name of the University
Author Note

Table of Contents
1. Introduction.........................................................................................................................2
2. Theory section.....................................................................................................................3
2.1 Digital Data: producing insights for business and customers.....................................3
2.2 Big data: Decision making and analysing market response........................................3
2.3 Artificial Intelligence Services....................................................................................4
3. Understanding how Big Data, Artificial Intelligence and Digital Data will reshape the
Hospitality Industry in the UK with special reference to the JW Mariott Hotel........................4
Conclusion................................................................................................................................10
References................................................................................................................................11

1. Introduction
In the era of technological revolution and wave of informatics, every organization is
employing the aid of information technology to enhance their business. Big data and AI
(Artificial Intelligence) are two such instruments that can evoke success in company
management and make it reach potential heights (Atluri et al. 2017). The present report deals
with the employment of Big Data and Artificial Intelligence in the hospitality industry. The
organization that has been chosen in this context is the JW Mariott Hotel in the UK. This is a
leading five star hotel that is based in the United Kingdom. Hospitality industry is a particular
branch of service industry that provides services and amenities like lodging, food and
beverage services, theme parks, cruise line, event management, holiday and additional
travelling services (Marriott International 2019). JW Mariott is a premier hotel in London that
is visited by glitterati and business persons from around the world. The Mariott Hotel is
especially renowned for the luxury of its services, with customers being made to feel like
royalty when they dine at this hotel or put up over here, for whatever length of time. It is
important for an organization to evaluate its policies and strategies from time to time. Else, it
will miss out on the contemporary market opportunities and technological benefit to enhance
its business. Evidently, a 30 years old organization has to upgrade many of its marketing and
management strategies to keep up with the growing competition over the years. Artificial
Intelligence and Big Data are two widely used technological aid by various organizations
specializing in service industry. Companies like Costa Coffee, Starbucks, Marriott, Hilton
and platforms like AirBnB have used them extensively for market segregation and
advertisement purposes. Therefore, it is worth examining how a five star hotel like the JW
Mariott hotel can employ them successfully. Moreover, this paper will try to determine how
employing those technologies will help the marketing strategy, market segregation and
advertisements strategies. Hence, the primary question that this paper will deal with is as

follows: How employing Big Data and AI will help the JW Mariott hotel in their marketing
strategy and grow their business in the face of current competition.
2. Theory section
The paper will follow some of the theories proposed in the prescribed module to
analyse and examine the benefits of employing technological assistance into the
marketing strategy of JW Mariott Hotel. Among the five proposed theories, Digital Data,
AI services and Big Data will be discussed in the context of the chosen firm. However, as
literature survey, the paper will try to provide a comprehensive account of these theories.
2.1 Digital Data: producing insights for business and customers
Digital Data is an integral part of information systems. It is a discontinuous and
discreet representation of works or information. To be more specific, it is the electronic
information or specific form of machine language that can be interpreted by a number of
technologies. The most fundamental form of digital data is the binary system, which
stores information in the form of ones or zeroes, alternatively in on and off values (Atluri
et al. 2017).
2.2 Big data: Decision making and analysing market response
Big data refers to large patters or sheets of data that can be analysed in a
computational fashion and which relates to human behaviour as well as human
interactions. Big data as the name suggests, is data that is quite massive or substantive in
terms of size and it is also seen to grow quite exponentially with the passage of time. Big
data is complex and it is large and it is difficult for conventional data management tools
to store or process big data in an efficient manner (Cameron and Crawley 2008).