Impact of Digital Technologies on Profitability in Hospitality Business

This research aims to investigate the impact of digital technologies on the profitability of a hospitality business, specifically focusing on Novotel London Canary Wharf. The research objectives include determining the importance of digital technologies in business, identifying the appropriate digital technologies used by the company for customer awareness, and exploring the major challenges faced by Novotel London Canary Wharf in implementing digital technologies. The research methodology involves a positivist philosophy, quantitative research methods, an inductive approach, and primary data sources. The sample size is 40 employees of the company.

Research project
proposal 3

Contents
INTRODUCTION...........................................................................................................................1
Background..................................................................................................................................1
The context..................................................................................................................................1
Research aim................................................................................................................................1
Research objectives.....................................................................................................................1
Research questions.......................................................................................................................1
Scope and rationale of research...................................................................................................2
TIME FRAME.................................................................................................................................2
Gantt chart...................................................................................................................................2
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY....................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Background
Digital technologies are considered as the electronic systems, devices, techniques and other
which produce store or processed information. As digital technologies is enhancing day by day
so various organisations are using it in order to maximise their profitability. There are various
digital technologies that are trending into hospitality business such as robotic process
automation, artificial intelligence, machine learning, block chain technology, machine learning
and others (Bjola and Zaiotti, 2020). Moreover, this fastens the speed of data transmission as
well as also has transformed how individuals learn, work and communicate. This research is
based on Novotel London Canary Wharf, it is performing their business into hospitality industry.
Also, it is a well known modern as well as stylish 39 storey hotel that is situated in London UK.
This research is upon investigating the impact of digital technologies in order to enhance
profitability of hospitality business. For this, investigator is opting various methods, effective
time frame techniques in order to accumulate accurate and effective data in successful way.
The context
The context of performing respective research is to know about impact of digital
technologies in increasing profitability of company. Moreover, in this there are various
challenges which are faced through firm while using digital technologies.
Research aim
"To investigate the impact of digital technologies in increasing profitability of company."
A study on Novotel London Canary Wharf.
Research objectives
 To determine the importance of digital technologies in business.
 To identify the appropriate digital technologies used by company for customers
awareness.
 To explore the major challenges that may be faced by Novotel London Canary Wharf in
implementing digital technologies
Research questions
 What are the importances of digital technologies in business?
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 What are the appropriate digital technologies used by company for customers awareness?
 What are the major challenges that may be faced by Novotel London Canary Wharf in
implementing digital technologies?
Scope and rationale of research
The rationale of performing respective research is to know about the importance of digital
technologies in effective manner. Along with this, this is also helpful in understanding the impact
of digital technologies those results in increasing the profitability of company (Papadopoulos,
Baltas and Balta, 2020). Furthermore, research also want to get knowledge regarding several
digital technologies as this is aids them in creating awareness among numerous audiences. By
performing respective research, researcher desires to maximise its understanding and knowledge
which will help investigator to perform investigation in more effective way upon given topic
next time.
TIME FRAME
Gantt chart
This is established in year 1910 to 1915 by Henry Gantt. This is analysed that it is a form
of bar chart which is basically states regarding the research or project schedule so that this cam
ne performed in well defined way. In context of modern Gantt Chart, this represents the
dependency relations between activities and shows the status of whole task. Moreover, it will be
helpful for researcher in assuring that research activities will be complete in appropriate manner
on stipulated time duration (Bosveld-de Smet and Houben, 2020).
.
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LITERATURE REVIEW
What is the importance of digital technologies in business?
According to Mancha (2020), Digital technologies advances into modern world as well as
have developed new opportunities of business. Moreover, as digital technologies is enhancing
day by day so various organisations are using it in order to maximise their profitability. These
are considered as the electronic systems, devices, techniques and other which produce store or
processed information. So, there is various importance of digital technologies in business. One of
the essential importance is, this streamlines decision making, decision making into nay business
is known to be a critical procedures. It required digital technology for streamlining the process of
decision making as there is required to keep tracking of consumer as well as market information.
So, technology in kind of business effective software provides defect free reports. Also, this have
guarantee of reliability along with metrics that are drawn from marketing, finance and client
relation departments. Moreover, digital technologies also obtain relevant information as well as
aids business to observe their weaker areas and also the ways of how to manage consequently.
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Another importance is boosting business competitive edge, at present time, other businesses into
similar niche as they are spending much to market as well as advertisement. So, they need to stay
upon top of completing is essential. As no one desires to related with a brand which is hardly
visible upon online. Its competitors are applying digital technologies for weighing them up as
well as for driving its traffic. Moreover, this is also utilised as viable online tools to lead their
sales (The Role and Importance of Technology in Business, 2018).
What are the appropriate digital technologies used by company for customers awareness?
According to Stachová (2020), As abilities of digital technologies are evolving,
consumers have developed for expecting new standards of excellence, performance and others.
Within the world of digital, new and effective technologies are boosting like virtual reality, cloud
computing, artificial intelligences and many more. All these are helpful in creating awareness
among customers. Therefore, one of the appropriate digital technology which is used by
company for customer awareness is Virtual reality, this is utilised through various firm to
maximise consumer awareness and experience. As this may immerse clients facilitating them
with new experiences of products or services. This is mainly designed to facilitate a kind of
sensory experiences, it attracts as well as imagination of audiences is quite unlike any another
technology as well as marketer with visualization are developing much of their uniqueness. So,
this creates great experience to customers and also develops awareness among them. Another
digital technology that most of company used for artificial intelligence, this is basically utilised
by entity as their core services. This have large potential as it aids in improving consumers self
service, maximise personalisation as well as render to person client request and requires into an
innovative manner (5 TECHNOLOGIES THAT CAN HELP ENHANCE CUSTOMER
EXPERIENCE, 2020). So, this facilitates a kind of effective and innovative services to guest that
result in enhancing firm’s profitability in effective and efficient way.
What are the major challenges that may be faced by Novotel London Canary Wharf in
implementing digital technologies?
According to the Max Starkov (2020), Now a days, hospitality is being transformed into
100% digital technology that enable sector powered through mobile, artificial intelligence, block
chain tools, online and many more. So, they have to faces various challenges while executing
this. Some of the challenges are discussed that can be faced by Novotel London Canary Wharf in
implementing digital technologies. One of the key challenge that respective hotel can face while
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executing digital technologies is dat fragmentation as the information of their guest lives into
several “ data islands which does not talk to one another. So, the social media, web analytics,
CRM and many others only some properties as well as hotel firms may possess an individual
view upon consumer information with live data feeds from all touch points with travelers. Some
more challenges that are face by them are outdated accounting into hospitality, reluctance to
invest into digital technology and many others (Hospitality Digital Technology: Challenges,
Priorities and Buzzwords, 2020). All these have impact upon business.
RESEARCH METHODOLOGY
 Research Philosophy: This is considered as philosophy that is utilised through
investigator at the time of accumulating data regarding respective research topic as by
this they can become competent to gather more accurate and authenticate data effectively
and efficiently. Moreover, basically it is of two types such as Interpretivism and
Positivisms. For this research, the researcher opt the positivism philosophy as it assists
them to understand accumulated information in well defined way that drives towards
gaining expected results in success manner.
 Research method: It is regarded as methods that is opted through researcher for
accumulating much accurate and validate data. There are usually three research methods
as by which it may accomplish or accumulate information that are statistically and
numerically. Along with this, for quantitative method investigator can opt various
methods like survey, interview and others.
 Research approach: This is regarded as procedures that regarded phase in relation to
wider assumptions of explained methodologies for accumulating data as well as
analysing this appropriately so that investigator will obtain effective result. There are
basically two types of research approaches such as deductive and inductive. For
respective research, researcher is opting inductive as by which they can become
competent to accumulate much accurate data in respect of particular topic.
 Data sources: This is defined as source by that researcher become competent to
accumulate accurate data on respect of respective research. There are basically two data
source such as primary and secondary (Ghauri, Grønhaug and Strange, 2020). For
respective research, investigator is adapting primary source where they will accumulate
data regarding particular topic. Furthermore, in context of primary source they are
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accumulating data through formulating questionnaire that is filled through chosen
respondents.
 Sample: Sampling is regarded as a technique by that researcher become competent to opt
much effective respondents for its research from the overall population. Within this
particular research, researcher utilise simple random sampling for choosing its
participants by this it become competent to facilitate equal opportunities to whole
individuals. Within it, the chosen sample size for this is 40 who are the firm’s employees
as it renders much effective and reliable information.
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REFERENCES
Books and Journal
Bjola, C. and Zaiotti, R. eds., 2020. Digital Diplomacy and International Organisations:
Autonomy, Legitimacy and Contestation. Routledge.
Papadopoulos, T., Baltas, K. N. and Balta, M. E., 2020. The use of digital technologies by small
and medium enterprises during COVID-19: Implications for theory and
practice. International Journal of Information Management, p.102192.
Bosveld-de Smet, L. and Houben, D., 2020, August. Map or Gantt? Which Diagram Helps
Viewers Best in Spatio-Temporal Data Exploration Tasks?. In International Conference
on Theory and Application of Diagrams (pp. 357-364). Springer, Cham.
Ghauri, P., Grønhaug, K. and Strange, R., 2020. Research methods in business studies.
Cambridge University Press.
Online
The Role and Importance of Technology in Business. 2018. [Online]. Available through: <
https://industrytoday.com/the-role-and-importance-of-technology-in-business/ >
5 TECHNOLOGIES THAT CAN HELP ENHANCE CUSTOMER EXPERIENCE. 2020. [Online].
Available through: <https://digitalmarketinginstitute.com/blog/5-technologies-that-can-
help-enhance-customer-experience>.
Hospitality Digital Technology: Challenges, Priorities and Buzzwords - By Max Starkov. 2020.
[Online]. Available through: <https://www.hotelnewsresource.com/article104385.html>.
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