Innovation in the Hospitality Industry: Augmented Reality Services for Corinthia Hotel

Proposal-
Innovation
and Enterprise

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Organisation Overview and description of situation..............................................................1
Discussion of relevant theories to develop innovative idea...................................................2
Critical analysis of the AR Hotel services suggested for The Corinthia Hotel......................3
Justification of target audience...............................................................................................4
Recommendations for the company.......................................................................................5
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................8

INTRODUCTION
Business enterprises seek innovation in order to expand the product portfolio with unique
and differentiating services which given the company competitive advantage and help the firm
survive in their industry for a long time period. Innovation theories play an important role in
identification of profitable innovation which helps business firm gain success in their industry.
The establishment selected for the preen report is Corinthia Hotel which is UK based luxury
Hotel. This report involves development and discussion of innovative idea with the help of
relevant innovation theories. In addition to this the proposed idea is critically analysed and
justification of target market segment and costs are also provided in this report.
MAIN BODY
Organisation Overview and description of situation
The Corinthia Hotel is one of the most successful luxury Hotels in Britian. The Hotel was
opened in the year 2011 after the Restoration of the 19th century Metropole Hotel. The Hotel is
equipped with various facilities such as fitness centre, Wi-fi connection, 24-hour concierge
service and under floor heating. Airbnb which is online community marketplace for temporary
accommodation services has grown rapidly and poses a threat to the hospitality industry (An
unravelled welcome in the hearth of London, 2021). Airbnb is present in London and reduces
profitability of Hotels during Peak seasons. In addition to this, technologically savvy young
travellers select alternate accommodation services such as Airbnb in search of unique and
personalised travelling experiences instead of booking Hotel Rooms (The Airbnb Effect:
Cheaper Rooms for Travellers, Less Revenue for Hotels, 2018). These factors have reduced are
danger to long-term survival of the Corinthia Hotel. In order to compete with new competition
and changes in consumer behaviour, the respective establishment needs to develop and
implement innovative services for their consumers.
The innovative service proposed for the respective establishment are interactive hotel
environment and Hotel rooms created with the help of augmented reality. This innovation can
help the company provide unique experience to the consumer and create a differentiated brand
image in the hospitality industry to survive in the digital age for long time period.
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