Concepts and Innovation in Hospitality (L5)

This report discusses the concepts and significance of innovation in the hospitality industry, analyzing the factors that drive innovation and reviewing various innovative approaches and concepts. It also conceptualizes an innovative idea for the hospitality sector. The report focuses on Premier Inn, a multinational hospitality organization of the UK.

Concepts and Innovation
in Hospitality

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Discuss the concept of innovations as well as different sources of innovation......................1
P2 Exploring the significance of innovation for the performance of business............................2
M1 Evaluation on the contribution of innovation in the performance of business as well as
analysing the advantages that has been gained in the form of result...........................................3
D1 Critically evaluating the contribution of innovation to performance and business strategy
for achieving objectives of hospitality industry...........................................................................3
TASK 2............................................................................................................................................3
P3 Analysing the factors that drive innovations in the hospitality industry by using examples
of different organisation...............................................................................................................3
M2 Critically analysing the benefits and limitation of factors that drive innovations in the
hospitality sector in order to meet business objectives to maximise profit.................................4
D2 Critically evaluation on how the factors drive product and service as well as brand
innovation across a range of organisation in the hospitality sector that sustain competitive edge
and profitability...........................................................................................................................5
TASK 3............................................................................................................................................5
P4 Reviewing a range of various innovative approaches as well as concepts which have been
applied in hospitality sector using particular examples...............................................................5
M3 Evaluation a range of innovative approaches as well as concepts in the hospitality sector
by using particular examples, analysing the level in which they have added value....................6
D3 Critically evaluating the success of a extent of innovative approaches as well as concepts
which has been adopted by hospitality organisation....................................................................6
TASK 4............................................................................................................................................6
P5 Conceptualise an innovative idea for the hospitality sector that has feasibility along with
the market potential in order to take to the marketplace..............................................................6
P6 Pitching an innovative idea for the hospitality sector.............................................................7
M4 Evaluation on the market possible in terms of financial return and customer alignment for
innovative idea.............................................................................................................................7

D4 Presenting a well-articulated, coherent pitch for a feasible innovative idea for the
hospitality sector that is based on justified and valid market research along with the potential
that match with customers needs and wants ...............................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
The concepts of innovations in hospitality makes companies to introduce new things to
the world. It helps in creating largest opportunities for the company as well as much important
for their success, economic growth and long term survival in the market (Zach, Krizaj and
McTier, 2018). In the following report, selected organisation is Premier Inn which is
multinational hospitality organisation of UK. This organisation was founded in 1987 by
Whitbread and its headquarters is in Dunstable, England, UK. The organisation served its service
in many countries which includes Republic of Ireland, United Kingdom, United Arab Emirates,
Isle of Man, Germany, Guernsey, Jersey and Qatar. The following report cover the concepts of
innovation and its significance to business performance. It further covers the important element
that drive innovation in the hospitality industry along with the assessment of importance and the
role of innovation to hospitality businesses. It also covers connivance and pitching of an
innovative concepts for the expectations in hospitality industry.
MAIN BODY
TASK 1
P1 Discuss the concept of innovations as well as different sources of innovation
The innovation concept is not described by application or introducing new methods or
ideas but it can described as a process that consist multiple activities for uncovering the new
ways in order to conduct particular things. It can also be considered as a method for improving
productiveness, development as well as living condition in better manner (Mehraliyev, Choi and
Köseoglu, 2019). In innovation, different sources are available which helps companies in order
to most effective innovation for their business in order to become more successful in their life. In
context of Premier Inn, different sources of innovation for their hotels are described below:
The Unexpected- According to this source of innovation, innovation can occur
coincidentally an can happen surprisingly. This will provides new ideas to the management of
Premier Inn that may help them to introduce something new which may like by their potential
customer.
The incongruity- This source of innovation, states that if the things in an organisation is
not working in this manner in which they should, where it create scope of innovation for them.
1

This makes the management of Premier Inn in order to find those innovative ideas that helps in
resolving existing incongruities of people.
Necessity- It describes as mother of innovation and invention in every business. This
implies that innovation is based on bright ideas, the human mind things about the new ideas or
things which can effectively help in fulfilment of existing need. This will makes management of
Premier Inn to fulfil the needs of their customer in new ways by devising new service.
Demographics- It describes that human lifestyles can also be considered as source of
innovation. All humans have their own lifestyles needs. This create opportunities for the
management of Premier Inn in order to find something innovation that match with the lifestyles
of their potential customers (Guillet, 2020).
P2 Exploring the significance of innovation for the performance of business
The innovation is essential for organisation in order to achieve success in rapidly
increasing need for growth and change in the business environment. It is also important in
improving the overall performance of the business. In respect of Premier Inn, the importance of
innovation which helps in enhancing their overall performance are described below:
Staying ahead of disruption- Innovation in Business helps company to track the
direction of the market for responding to the changes in consumer demand or potential
disruptions. This will help management of Premier Inn in order to stay on the top of the
consumer information from which they can effectively responds to the trend by using build, buy
and partner model. This will also helps in improving the overall performance of their business.
Improving brand- In today's era, it it important for the organisation to have positive
positive brand reputation because consumers are conducting more research before making their
purchases. As this make management of Premier Inn to make effective innovation in their
business which helps in increasing their brand visibility, resulting increase in sales as well as
improvement in their overall performance. It is needed to them to use right digital marketing
strategies in order to boost their online presence in order to maker easier for the customers to
find their company in online platforms (Sthapit and Jimenez-Barreto, 2018).
Increasing efficiency- With the help of technical innovation, a company effectively
achieve an efficient business model in order to provide effective service to their customers.
When an organisation streamlined their business processes with the latest technology can make
them less expensive, more sustainable as well as save time. This will help management of
2

Premier Inn to invest this save time in order to improve their organisational performance as well
as offer reliable and affordable products to their customers in better manner.
M1 Evaluation on the contribution of innovation in the performance of business as well as
analysing the advantages that has been gained in the form of result
Innovation plays an crucial role in order to improve the overall performance of the
company is better manner. Different sources of innovations describes how an innovation can be
taken place in the organisation in order to fulfil the needs of customers in better manner.
Innovation makes Premier Inn in order to find most innovative ideas which helps in fulfilling the
needs of customers in better. It also helps them to gain various benefits from it such as increasing
efficiency, improving brand as well as staying ahead of competition in better manner (Mulet-
Forteza and Merigó, 2019).
D1 Critically evaluating the contribution of innovation to performance and business strategy for
achieving objectives of hospitality industry
Innovation helps in making different process in hotel industry more easier from which
management of Premier Inn can effectively develop their business strategy as well as improve
their organisational performance which helps them to achieve their organisational objectives in
more better manner. This makes management of Premier Inn in order to find innovative idea
which helps in developing their service in order to make their customers satisfied with their
service. This will also help them to develop their brand and increase their efficiency in order to
improve their organisational performance in better manner (Turker and Ozdemir, 2019).
TASK 2
P3 Analysing the factors that drive innovations in the hospitality industry by using examples of
different organisation
Innovation in the hospitality industry is important as it consist potential in order to
transform the industry in positive manner. There are many factors exist in the market which
helps in driving innovation within the hospitality sector. In case of Premier Inn, the factors that
drive innovation in their hotels are described below:
Cloud or SaaS (Software as a Service) in hospitality- It helps in reducing the IT and
administrative problems in the business. Artificial intelligence is considered as most effective
3

which create innovation in the hospitality sector. By the development of automated systems
helps management of Premier Inn in order to run and manage their business in better manner.
Improvement in In-Room technology as well as Self Service Tech in the form of an
innovation in the Hotel sector- In order to make guest experience better, it essential for the
management of hotel to ensure that their should be no shortage of in-room technology. Smart in-
room technology is making boost in hospitality industry. As this will help Premier Inn to reshape
their by using mobile keys, nifty devices which allows guests to unlock their room doors through
their smart phones, smart check-out and check-in systems, in-room tablets, smart drapes and
lighting and so on (Bharwani, Mathews and Ghura, 2019).
Keyless entries- smartphone operated room- With the help of free companion
applications that are available in the market, an user can effectively control their room remotely
by their phones or tablet for turning on the TV, browse and order for foods and many more. This
makes Premier Inn hotel to allow everything should be operated in their hotels by the help of
various apps.
Easy Check-in – Technology make easier for the guests in order to inquire about their
rooms or upgrades, to check-in and obtain RFID Keys. Technology plays an important role in
order to make their check-in easier which is also a one of the most important innovations for the
Premier Inn.
M2 Critically analysing the benefits and limitation of factors that drive innovations in the
hospitality sector in order to meet business objectives to maximise profit
There are various factors which helps in driving the innovation within hospitality sector
in order to meet their organisational objectives and maximise their profit in better manner. As
these drivers of innovations help management of Premier inn in order to provide innovative and
quality service to their customers. These will also provides opportunities to maximise their profit
by charging more price for their innovative products. Whereas these driving factors of innovation
is very costly as well as time consuming which may also affects their business objectives. It
many ruin the brand image of the company, if it was not implemented in well manner (Wikhamn,
Armbrecht and Wikhamn, 2018).
4

D2 Critically evaluation on how the factors drive product and service as well as brand innovation
across a range of organisation in the hospitality sector that sustain competitive edge and
profitability
Driving factors of innovation like keyless entries and easy check-in makes Premier Inn to
provide more easier service to their customers in order to make their experience effective by with
the help of their smartphones and Tablet in which they does not require in order to stand in queue
for taking their room keys as well as check-in the hotel. With the help these companies can make
their innovation more effective in order to gain various advantages such improve their brand
image, achieve their business goals, sustain profitability as well as enhance their competitive
growth in the market (Cho, Bonn and Han, 2020).
TASK 3
P4 Reviewing a range of various innovative approaches as well as concepts which have been
applied in hospitality sector using particular examples
There are different kinds of innovative concepts and approaches which have been
implemented in the hospitality industry in order to make their business process and function
effective for providing better service to their customers in better manner. In aspect of Premier
Inn, different innovative concepts and approaches that are implemented in hospitality industry
are described below:
Continuous product and process improvement- The continuous product or process
improvement also makes companies in order to make innovation in their business in order to
improve their overall performance as well as provide quality service to their customers. By
providing effective training to their staff time to time the management of Premier Inn make
innovation in their business.
Upgrading their business model- Development of various technologies many
companies can upgrade their business model in order to provide effective service to their
customers. By using digital and latest technologies such Artificial intelligence and robotics in
their business model, can help Premier Inn hotel in order to upgrade their business model in
better manner (Lee, Lee and Koh, 2019).
Using new and latest technologies for adding value to the existing product or
service- As the technologies are daily developing which makes many organisation in order to use
5

them for the production of their existing product or service which helps in adding value in better
manner. This makes Premier Inn to make their some services should be operated from various
apps which makes easier for the customers in order to avail it by their smart phones.
M3 Evaluation a range of innovative approaches as well as concepts in the hospitality sector by
using particular examples, analysing the level in which they have added value
As the above innovative concept and approaches are being implemented by many
organisation in hospitality industry in order to provide effective services to their clients in better
manner. Continuous improvement makes Premium Inn in order to provide proper training and
development opportunities to their staff members so, they provide better service to their potential
customers which will also helps in adding value in their business. Using artificial intelligence
and robotics along with this operate their some process through applications will also helps them
to add value to their business in order to attract more and more customers towards their business
(Sotiriadis, 2018).
D3 Critically evaluating the success of a extent of innovative approaches as well as concepts
which has been adopted by hospitality organisation
The innovative concepts and approaches which have been adopted by the hospitality
organisation are more effective which not helps in increasing their value but also increase their
organisational success in better manner. As these innovative concepts and approaches helps
Premier Inn in order to provide quality and innovative service to their customers. This will also
helps in increasing their sales as more customers wants to avail more innovative service for
enhancing their personal experience (Li and Hsu, 2018).
TASK 4
P5 Conceptualise an innovative idea for the hospitality sector that has feasibility along with the
market potential in order to take to the marketplace
Smartphones operated room is a most effective innovative concept which has been
implemented in the hospitality industry as it also contain market potential as well as feasibility in
order to take their organisation to the market. This makes hotel organisation to develop various
application systems in their business so their guests can effectively check-in in their room, order
their foods and conduct many more task through their smartphones and tablets. As this
innovative concepts will also helps in making their some processes more easier in order to gain
6

to provide better service on time. In which their guests do not wait for longer time for their
services within an hotel. This will helps in attracting more customers to the organisation in order
to avail these services. This will helps in creating opportunities for the organisation in order to
make their other service is also innovative along with their smartphone operated room in order to
make their customers satisfied with their organisation. The main aim of this concepts is to helps
hotel organisation in order to provide better service to their customers for earning higher profit.
The hotel organisation can effectively generate more revenue by developing this innovation in
their business as it helps in attracting customers towards their business as well as increase their
sales in better manner. This will also helps them to make effective brand image in the market as
well as enhance their competitive growth for their business (Uen and Tsai, 2018).
P6 Pitching an innovative idea for the hospitality sector
The innovative concept that are required to be developed or implemented by the
management of Premier Inn their hotel is smartphones operating room and service in order to
make easier for the customers in avail better service. Using this innovative concepts they can
allows their visitor to control their room's temperature, lighting, blinds, television and any other
amenities through their smart phones. It will also helps in making their guests able in order to
personalise their room with the help of technology that loads the most popular streamline media.
As it also supports a range of connected devices, experiences and engagements. Using this
innovative concepts, their guests are able in order to use voice commands for controlling their
room as well as access their content along with this they can also upload their own artwork and
photos to automatically display in their room. This will also makes them able in order to set
different preference in their Premier Inn profile for their further customize within their in-room
experience for their individual preferences. By the development of this technology the Premier
Inn effectively attract their customers towards their hotel which results in increase in sales and
profit.
M4 Evaluation on the market possible in terms of financial return and customer alignment for
innovative idea
It is important for the companies in order to develop most effective innovative concepts
which helps in attracting customers towards their products and services. The main aim of the
company for making innovation is to increase their sales and profit. The innovative concept
which has been develop in Premier Inn Hotel in smartphones operated room and service which
7

allows their customers to customised their room according to their preferences through their
smartphone. This will helps them to attract more customers towards their hotels in order to
increase their sales and profit. As this will also in making brand image in the market in order to
become highly competitive to their customers.
D4 Presenting a well-articulated, coherent pitch for a feasible innovative idea for the hospitality
sector that is based on justified and valid market research along with the potential that
match with customers needs and wants
This makes essential for the company in order to develop or implemented that innovative
concept which should be fulfil the needs and wants of their customers. Smartphones operated
room and service as a innovative concept which has been implemented by the Premier Inn hotel
will effectively fulfil the needs and wants of their potential customers. This will helps their guest
to operate their room as well as ask about the various services in the hotel through their
smartphones . This will helps in providing effective service to them within a short period time in
order to make them satisfied with their service.
CONCLUSION
From the above mentioned report, it has been concluded innovation is an important
concept for the every organisation in order to develop their product or service which helps in
increasing their growth. The Unexpected, The incongruity, Necessity and Demographics are
some sources of innovations which helps companies to find effective ideas for the innovations in
their business. Staying ahead of disruption, improving brand and increasing efficiency are some
importance of innovations which helps in improving the overall performance of an business
organisation. Cloud or SaaS (Software as a Service) in hospitality, improved In-Room
technology and Self Service Tech as an innovation in the Hotel industry, Keyless entries-
smartphone operated room as well as Easy Check-in are some drivers of innovations which helps
hotel industry to develop innovation in their business organisation. Continuous product and
process improvement, upgrading their business model as well as using new technologies to add
value to an existing product or service are some approaches and concepts of innovation which
helps company to find innovative ideas or method for their business.
8

9

REFERENCES
Books and Journals:
Zach, F.J., Krizaj, D. and McTier, B., 2018. Learning from press releases: implications for
hospitality innovation. International Journal of Contemporary Hospitality Management.
Mehraliyev, F., Choi, Y. and Köseoglu, M.A., 2019. Progress on smart tourism research. Journal
of Hospitality and Tourism Technology.
Guillet, B.D., 2020. An evolutionary analysis of revenue management research in hospitality and
tourism: is there a paradigm shift?. International Journal of Contemporary Hospitality
Management, 32(2), pp.560-587.
Sthapit, E. and Jimenez-Barreto, J., 2018. Exploring tourists' memorable hospitality experiences:
An Airbnb perspective. Tourism Management Perspectives, 28, pp.83-92.
Mulet-Forteza, C. and Merigó, J.M., 2019. A bibliometric research in the tourism, leisure and
hospitality fields. Journal of business research, 101, pp.819-827.
Turker, D. and Ozdemir, G., 2019. Modeling social sustainability: analysis of hospitality e-
distributors. Sustainability Accounting, Management and Policy Journal.
Bharwani, S., Mathews, D. and Ghura, A.S., 2019. Business model innovation in the Indian
hospitality industry: A study of the willingness to outsource specialty restaurants in
luxury hotels. Worldwide Hospitality and Tourism Themes.
Wikhamn, W., Armbrecht, J. and Wikhamn, B.R., 2018. Innovation in Swedish
hotels. International Journal of Contemporary Hospitality Management.
Cho, M., Bonn, M.A. and Han, S.J., 2020. Innovation ambidexterity: balancing exploitation and
exploration for startup and established restaurants and impacts upon
performance. Industry and Innovation, 27(4), pp.340-362.
Lee, M., Lee, S.A. and Koh, Y., 2019. Multisensory experience for enhancing hotel guest
experience: Empirical evidence from big data analytics. International Journal of
Contemporary Hospitality Management.
Sotiriadis, M.A.R.I.O.S., 2018. Emerald Handbook of Entrepreneurship in Tourism, Travel and
Hospitality. Emerald.
Li, M. and Hsu, C.H., 2018. Customer participation in services and employee innovative
behavior: The mediating role of interpersonal trust. International Journal of
Contemporary Hospitality Management.
Uen, J.F. and Tsai, S.C., 2018. Supervisory mentoring and newcomer innovation performance in
the hospitality industry. International Journal of Hospitality Management, 73, pp.93-
101.
10