Technology's Impact on Marriott Hotels

This assignment examines the influence of technology on Marriott hotels. It investigates the types of technologies implemented, their benefits for the organization (e.g., increased customer satisfaction, enhanced employee performance), and any challenges faced during implementation. The assignment also explores how technology contributes to Marriott's competitive advantage and assesses customer preferences regarding hotel technologies.

To explore the significance of
Technological system for
working operations of Hotel: A
case study on Marriott Hotel

Abstract
In order to sustain in the competitive environment, it is very important for the
management of Marriott Hotel to utilise advance technologies. The aim of dissertation is to
explore the significance of technological system implemented in Marriott Hotel. In the
digitalised era, technology becomes a critical component for the hospitality sector to attract and
retain guests. Nowadays, hoteliers invest in many new Information Technologies so as to
develop personal engagement and provide better customer experience. Researcher has conducted
analysis in Marriott Hotel in order to analyse the significance of technological system used in the
organisation. Primary source of data collection is the process where researcher makes efforts to
collect data all by him or herself. There are numerous tools of collecting primary data. In the
present study, researcher has used questionnaire, which has been provided to the managers of
Marriott Hotel. Sample of 10 managers has been taken by using simple random sampling
method and through analysis, it was identified that technology systems play vital role in Hotel
Marriott.

ACKNOWLEDGEMENT
I would like to express my sincere gratitude towards my teacher who helped me to
compete this project. A heartfelt thanks to the professors who helped me at every step of the
project and extending valuable suggestions that made this project a successful one. Further, I
would like to thank my parents for giving me unbound assistance by encouraging me to prepare
this project. I am greatly thankful to out training professor, whose drills helped me to understand
core aspect related to subject matter. In the end I would like to thank all those people, friends
and colleagues who have given tangible or intangible contribution in making this research
project a successful one.

CHAPTER 1: INTRODUCTION
Research title: To explore the significance of Technological system for working operations of
Hotel; A case study on Marriott International
1.1 Introduction
To enhance the performance of business and to increase customer base, the management
are now constantly using information technologies and systems. In the era which is characterised
by globalisation and dynamism, each and every organisation is working on improving their
existing technologies and investing in new ones so that they can efficiently sustain in the
competitive market (El-Sherie and Ghanem, 2016). Hospitality industry holds major portion in
the national economy of United Kingdom. The hospitality industry accounted for 17 per cent of
total UK net employment growth between 2010 and 2014. This means that hospitality made a
substantial contribution to the UK’s private sector jobs recovery. Both the digital and creative
industry and the hospitality industry have been key players in the jobs recovery in the UK over
the past four years. However, while the digital and creative industry has received government
support in the form of tax relief from the UK Government, the hospitality industry and the
tourism industry have not (Okumus and et.al., 2017). The present dissertation will concentrate
on analysing and exploring the significance of digital technologies on the business operations of
Marriott Hotel, London, United Kingdom. Marriott International, Inc. is a leading global lodging
company with more than 6,500 properties across 127 countries and territories, reporting revenues
of more than $22 billion in fiscal year 2017. Founded by J. Willard and Alice Marriott and
guided by family leadership for 90 years, the company is headquartered outside of Washington,
D.C. in Bethesda, Maryland (About Marriott UK - Corporate and Career Information, 2018). In
the present dissertation, the researcher will aim to understand the importance of technological
systems used at hotel industries by analysing the articles, books, and journals written by senior
researchers and authors. Furthermore, he or she will concentrate on evaluating the impact of
technological system on working and operations of hotel industries and Marriott Hotel. In this
way, the researcher will develop precise research methodology in which he or she will describe
the methods used for collecting and analysing data. Furthermore, the research dissertation will be
constructed in systematic manner which will help the end users to comprehend the aspects and
concepts of research study.
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1.2 Background
In the digitalized era, technology becomes a critical component for the hospitality sector
to attract and retain guests. Now-a-days, hoteliers invest in many new Information Technologies
so as to develop personal engagement and provide better customer experience. Technological
advancement had brought dramatically changed the way in which people purchase and consumes
hospitality offerings. With the immense power of IoT (Internet of Things), reservation via smart
device and automation through digitalization significantly contributed in satisfying customer
expectations and desires. Technological reinvents
Marriott International is a leading multinational hospitality company that manages many
hotels and relevant lodging facilities. It is a public limited company that is listed on NASDAQ
and headquartered in Maryland, US. The hotel invests in many advanced technologies as it is a
determination of the guest satisfaction score. It uses latest technologies as a value-added
component so as to boost differentiation and improve satisfaction level of their guests. The thesis
aims to explore how technological innovation transforms its offering, services and infrastructure
to meet consumer requirements. The study investigates the significance of different technological
systems on its operational procedure and assesses that how it help hotelier to build great
customer experiences.
1.3 Research aims and objectives
Aim
“To explore the significance of Technological system for working operations of Hotel: A case
study on Marriott International”
Research Objectives
 To determine importance of implementing technological system of Marriott Hotel
 To ascertain impact of technological system on working operation of Marriott
International
 To assess the factors influencing working operations of Marriott Hotel
 To evaluate technology which assist easy management of working operations of Marriott
Hotel
Research Questions
 What is the importance of implementing technological system for Marriott Hotel?
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 What is the impact of technological system on working operation of Marriott
International?
 What are the factors influencing working operations of Hotel?
 How technologies assist in easy management of working operations of Hotel?
1.4 Statement of the problem
The rationale behind conducting this research on significance of Technological system
for working operation of Marriott International is to evaluate the management system of firm.
Further, it will assist in evaluating use of technology in making management of hotel services
and operations easy. The motive of consulting this study is to manage risk which can arise while
working operations of Hotel. The research will help in determining appropriate use of
technological tools in hotel functions. It is conducted by scholar to analyse effect of
technological system on business activities of Marriott International, the high end hotel of UK. It
will help the individual in developing critical understanding over causes and effects of
technological uses in working operations of High End Hotel (Law, Leung and Lee, 2013). Thus,
the motive of scholar in this study is to check over factors influencing operation of Marriott and
how the firm can able to overcome with the use of advanced technological tools.
1.5 Significance of the study
The research on impact of technological system on working operation of Marriott
International is an effective plan as it will help in analysing different technological tools which
helps hotel business in managing business activities effectively. The foremost reason behind
conducting this research is to analyse the availability of technological tools which are used by
hotel business to manage its working operations. Further, it will help in determining different
technologies available for hotel management for making working operation easy and reliable.
The investigation is the source which helps the scholar in focusing on the critical factors which
can be risky for the business environment. Thus, the importance of this study is to focus on
factors impacting working operations of Marriott international and way to overcome its affects.
1.6 Scope of the study
The research scope is not limited as it will focus on advanced technologies which are
available to managing working operations of Hotels (Ku, 2010). Further, it will determine
working operations of Marriott international which are managed with the help of technology.
Moreover, the research based on developing vast knowledge about the use of technology of hotel
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management in order to attain growth and development of business (Ip, Leung and Law, 2011).
However, the research scope is not only limited to the working operation of High end hotel of
UK, instead it will focus on evaluating working operations and their link with technological tools
in worldwide branch of Marriott International.
1.7 Disposition
Every thesis needs to be well-structured that follows one or more substantive chapters.
The current thesis follows following structure, detailed below:
Chapter: 1: Introduction: Every study begins with a basic outline and brief overview of
the chosen topic and case study. This section introduces reader briefly with the context of
research issue, problem statement and the importance of the study. It assists readers in scientific
argumentation and the evaluation of the research outcome.
Chapter 2: Literature review: This chapter examines researches on similar topic that is
done earlier and provides a thorough analysis of all the available information relevant to the
chosen research area. This will inform about the technological advancements and up gradation in
the British hospitality industry and also carries out a critical evaluation of the impact on the
hotels operations.
Chapter 3: Research methodology: It explain the methods that had been used for
gathering various set of information about the technological system of Marriott International and
the techniques applied for drawing meaningful information about the same. It is regarded as the
core of the thesis which clearly explains all the components of the methodology including
approach, philosophy and ethical aspects.
Chapter 4: Data analysis: This section presents the massive amount of data gathered in
an arranged manner with necessary tables and visualization. This is the main part of the
dissertation which deeply examines the impact of various technologies on the hotel’s working
practices to assess that how technology drive benefits and challenges for the hotel.
Chapter 5: Conclusion & Recommendation: It is the last chapter in which all the
important findings are tied up and findings of the study are summarized briefly. On the basis of
this, hotel will be recommended with unique ways in the technological implementation. It also
provides an overview of the area in which, research can be carried out in future in similar area of
topic.
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1.8 Framework of study
Research methodology is important element of dissertation. In this part, the researcher
will tell the research methods that he or she will going to use in the whole dissertation in order to
attain the aim and objectives. The description of research methodology is detailed below: Research Philosophy: Research philosophy is generally refers to the belief or value
through which researcher collect, analyse and interprets the collected data and
information. Research philosophy has been categorised into four types and in the present
dissertation, the researcher will use interpretivism research philosophy. Research Approach: Discussion of research approach is a vital part of any scientific
study regardless of the research area. Research approach has been categorised into two
types. In the present research study, the researcher will aim to use deductive research
approach. Research Design: Research design plays crucial role in determining the structure and
flow of research. In order to answer the questions of research, it is important for the
researcher to select appropriate research design. In the present study, researcher will use
descriptive research design in order to answer the research questions thoroughly. Research Strategy: Research strategies are general plans which assist the researcher to
attain the aim and objective of the dissertation effectively and efficiently. In the present
dissertation researcher will used mixed research strategy which include both qualitative
and quantitative analysis of data. Data Collection: Data collection is the process of gathering and collecting vital data and
meaningful information relevant to the study. There are two sources through which data
can be collected. In the present study, researcher will use both sources primary and
secondary to gather data. For primary data, questionnaire will be provided to the
managers of Marriott Hotel and for secondary data different magazines articles, journals
and books will be used. Sampling: Sampling is the process through which researcher able to analyse data
effectively and efficiently. There are numerous method for sampling and in the present
study, researcher will use stratified random or probability sampling method and analyse
sample of 50 managers responses of Marriott Hotel.
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 Data Analysis: Data analysis is the process through which researcher able to transform
collected data into meaningful information. In the present study, researcher will use
thematic analysis to interpret collected data effectively.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is crucial chapter in the dissertation. A literature review is a critical
evaluation of the existing body of knowledge on a topic, which guides the research and
demonstrates that the relevant literature has been located and analysed. The motive of literature
review is to establish the theoretical framework to the study. In contrast with this statement, the
researcher will analyse and interpret the articles and researches done by senior authors and
researchers regarding the subject matter. The theory or theories developed by researchers in their
study will be determined and evaluate by the researcher.
2.2 Significance of technologies to hotel industries
According to Melián-González and Bulchand-Gidumal, 2016 technology refers to the
combination of techniques, skills, methods and process which are used by the organisation in
order to enhance the quality of goods and services. Organisation has been greatly affected with
the rise of information technologies and computer systems. Earlier where management in order
to finish one minor task required enormous efforts, now even major tasks can be accomplished
with the help of technologies. According to Tatar and Eren-Erdoğmuş, 2016 technology is very
important in the working, growing and development of company. In today's era of technological
advancement where everything is growing faster with the introduction of technology, without
technology, it would be difficult for the management to manage things smoothly and efficiently.
Thus, it is essential for business and industry to select the technological changes in its decision
making or growth. In present era, technological developments plays significant role in enhancing
the growth and productivity of companies working in different - different secotrs. Each and
every sector has been greatly benefited by using advance technologies and integrated systesm.
Earlier where management struggled to do different task at same time, with the help of
technologies, management now can do multi tasking effectively (Jung, Kim and Farrish, 2014).
Furthermore, implementation of technologies throughout all the departments of the company
provides corporation a huge competitive advantage.
According to El-Sherie and Ghanem, (2016) internet has a powerful impact on the
hospitality and tourism. Now a days almost all the small, medium and large hotels incorporating
either in United Kingdom or worldwide have their own website. By providing detail information
regarding location of hotel, number of rooms, range of rooms, price, quality and facilities
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available, the management of organisation reduces the efforts of customers and they can easily
book the desired room with few clicks efficiently. Okumus and et.al., (2017) said that internet
technologies has been considered as boon to the organisations. With the help of internet
management of business organisation can able to track, interact and assess the feedbacks of
consumers effectively. Moreover, internet helps in advertising about the products and services
delivered by the organisation through social media channels.
In contrast with the above statement Melián-González and Bulchand-Gidumal, (2016)
argued that there are ample of disadvantages of using internet technologies. Due to easy
accessibility of internet cybercrime has been increased enormously damaging the reputation and
stealing vital data of the organisation. Customers sometimes fell into the trap and make payment
through inappropriate channel (phishing) which leads to heavy losses. Tatar and Eren-Erdoğmuş,
(2016) said that advance technologies helps in saving cost of both organisation and customers.
By implementing advance technologies and software such as Employee Resource Planning
(ERP) the hoteliers don't have to invest more to buy additional software. With the help of this
software, the management of hotel organisation able to record and create database which shows
employee and customer information effectively and efficiently. Law and et.al., (2015) elucidated
that by implementing advance technological and computer system in the hotels, the hoteliers can
able to enhance operational capabilities. At hotels, daily hundreds of operations has been
performed in a day in order to provide better customer stay experience. By using digital and
advance technologies, the management able to monitor, guide and control the operations
effectively and reduce the possibilities of uncertainties. In this way, they were able to to provide
precise quality of services to the customers. Morosan and DeFranco, (2016) argued that
technologies increases the budget of hotels as these technologies are sophisticated and
extravagantly expensive. Furthermore, management of hotel needs to invest extra in order to
provide training to employees in order to raise their skills so that they can handle and manage the
technologies effectively and efficiently.
Soliman, (2016) enunciated that numerous hotel's branches established worldwide were
able to coordinate with each other with the help of technologies. Video conferencing system and
other advance communication technologies prove to be successful for hospitality industries.
Communication is very essential and important for the organisation and without precise
communication, the management wouldn't be able to acquire important information efficiently.
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Chen, (2015) said that advance digital technologies helps in obliterating the barriers in
communication between clients, customers and management. Furthermore, it assists in
enhancing the interaction between the management and their clients. With the help of Customer
Relationship Management system (CRM) and Partnership relationship management system
(PRM) the hoteliers were able to coordinate with both customers, suppliers and partners of the
organisation adequately. Thus, it implies that technologies are significant for the hoteliers and
other business organisation as it aid in reducing the manual efforts, streamlining the
communication process, enhancing the marketing activities and monitoring both internal and
external of the organisation. In today's era business organisations are rapidly using new and
evolved technologies in order to enhance customer experience and driving towards growth and
development. There are few limitations of technologies but it comes with adequate advantage
which can leads the organisation towards success and management of hotels will able to attain
their desired goals and objectives by using advance technologies.
2.3 Impact of technological systems at hotel industry
According to Morgan (2017) technology affects businesses on many levels. The more
efficient an employee is, the more productive he is to the company. In addition, the more a
business stays in touch with its customer base, the better the chance of building customer loyalty.
Advances in technology make that possible, as well as allowing employees from around the
world to work via video conferencing and telecommuting to work. Technologies have positive
impact on the hotels and hospitality industries. With the help of technologies, the management of
hotel and tourism organisation is able to build, generate and develop customer attraction,
retention and loyalty. According to El-Sherie and Ghanem, (2016) technologies have more
positive impact on customers as majority of customers recommends the management to continue
their investment in advance technologies. In order to provide better customer experience, it is
important for the management to utilise and install advance technologies. Zervas, Proserpio and
Byers, (2017) said that technologies had significant impact on the hotel and hospitality
industries. Vast array of telecommunications technologies, internet revolutions, smart phones,
tablets, micro processing devices, smart computers, etc. assisted in improving the work process,
customer’s satisfaction, reduction in conflicts and disputes, synthesising the mechanism of
organisation and enhancing the productivity and profitability of the company. Melián-González
and Bulchand-Gidumal, (2016) argued that despite of having that much significance of
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technologies, it has few negative impacts in the hotel industries. Hotels constitutes majority of
the workforce in United Kingdom. Due to enhancement in technologies, machines are now
replacing men which ultimately increase lay-off and retrenchment in the organisation.
Furthermore, employees remain dissatisfied with the technologies as some of them are very
difficult to understand and use. Management needs to increase their training budget in order to
provide precise and appropriate training to the employees and staff members. This adds cost to
the organisation.
According to Taylor, Snipes and Barber, (2018) one of the positive impact of using
technologies in hotels was enhancement of guest experiences. The main research shows that
technology plays an important role on the experience the customers have during their stay.
However, the expectation is that hoteliers need to invest more in technology and the experience
made on property and in the destination. Hua, Morosan and DeFranco, (2015) said that while
hotels have upped their game to extend their reach by improving brand websites, deploying new
apps and connecting with travellers via social media, there’s more that needs to be done to
capture the attention and loyalty of the consumer. Of those surveyed, travellers expressed that
WiFi is still a pain point that needs to be addressed. Kasemsap, (2015) elucidated that guest
experience plays prominent role in the growth and development of hotel organisation. If
customers are fully satisfied with services and facilities provided by particular hotel, then there is
a hundred per cent probability that they will surely return to the particular hotel again. To sustain
in the competitive environment, it is important for the management of hotel organisation to
provide effective and quality services to the customers. Technologies both positvely and
negatively affects the overall operations of the organisation. On one side of coin it provides
competitive advantages and an opportunity to enahance the productivity of the organisation
whereas on another side it affects the workforce of the company and adds extra expenditure for
the organisation (Hua, Morosan and DeFranco, 2015). It was identifed that many of the
organisation have reduced there workforce to certain numbers as they find that machines
produces more accurate and efficient output. It affects negatively on the psychology of
employees. Implementing new technologies are easy but to train employees so that they can use
it appropriately is complex. Management needs to invest heavy amount for training and
development of employees so that their skills can be enhanced (Charoensuk, Wongsurawat and
Khang, 2014). This negatively impacts on the organisation.
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Charoensuk, Wongsurawat and Khang, (2014) argued that technologies though aid in
enhancing the guest experience at hotel, they can be the lead cause of their dissatisfaction. Many
guests while staying at different hotels faced difficulties while operating technologies provided
in the room. Due to lack of maintenance and care of machineries, technologies became
dysfunctional and guests find it uneasy to operate those technologies effectively. Goleman,
(2017) enunciated that technologies aid in enhancing the quality of service provided by the
management of hotel. Service quality is the major tool that rates the position of hotel. Excellent
service quality leads to the higher rating of hotel. Technologies such as telecommunication,
wireless systems, smart monitoring and security system enhanced the dignity of hotel. It aids in
reducing disputes, mismanagement and grievances between guests and staff adequately. Su,
Swanson and Chen, (2016) elaborated that technologies influences operations of hotels greatly.
From front office to back office work, from reception to room service department, technologies
system and devices aid in enhancing the performance of employees and increasing the quality of
work. In the present era, new and innovative technologies are developing rapidly which aid in
reducing the manual efforts of the organisation.
Jung, Kim and Farrish, (2014) said that guest prefers to stay in those hotels who have all
the necessary technology available such as in room WiFi systems, television, air conditioners
and other telecommunication facilities. These technologies help in reducing the efforts of
employees and enhance the experience of staff. Zervas, Proserpio and Byers, (2017) elucidated
that by implementing advance technological and computer system in the hotels, the hoteliers can
able to enhance operational capabilities. At hotels, daily hundreds of operations has been
performed in a day in order to provide better customer stay experience. By using digital and
advance technologies, the management able to monitor, guide and control the operations
effectively and reduce the possibilities of uncertainties (Rivera, Gregory and Cobos, 2015).
2.4 Benefits of implementing technological systems to hotel industry
According to Melián-González and Bulchand-Gidumal, (2016) to succeed in the
competitive environment, enhance guest experiences, reducing employee dissatisfaction it is
important and essential for hoteliers to invest more in technologies and implement it within each
and every department of the hotel. Technologies indeed benefited the hotel industry greatly.
Taylor, Snipes and Barber, (2018) said that online booking considered as boon to hotel and
customers. The most apparent manifestation of technology in the hotel industry is hotel
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bookings. Further, internet also obviously makes accessing information easy and transparent.
Data such as check-in and checkout times, rates, facilities on offer and other key details allow
guests to make informed decisions. Hua, Morosan and DeFranco, (2015) argued that there are lot
of flaws in online booking technologies. Hotel management does not update their room
availability time to time which creates huge confusion and hence impact negatively on the
reputation of hotel. Popular websites such as Trivago, Expedia, etc. helps customers to look out
for the best hotel with the preeminent facility available that helps them in reducing their time and
efforts in searching process. According to Kasemsap, (2015) technologies aid in enhancing guest
experience. The latest technological advances contribute greatly to making check in and check
out, and other guest related processes easy, seamless, and fast. Self-check-in and checkout
through electronic kiosks, online check in, online payments and more all does away with the
lines and long wait times, both major pain points for long. The latest technology allows guests
use their smartphones as the room key, enabling them to proceed straight to their rooms.
Likewise, guests can check out with a few clicks of the smartphone, and avoid the reception
altogether. Rivera, Gregory and Cobos, (2015) elucidated that with the help of technologies
hoteliers can target desired customers effectively and efficiently. Digital marketing strategies
help the management to promote and advertise about their hotels to large number of users. By
being active on social networking sites such as Facebook, Twitter, Instagram, the management of
hotel is able to demonstrate about the services available in their hotel. The whole motive is to
eradicate the ambiguity in customers regarding hotel by providing them detail information to the
customers about the rooms and other facilities available in the hotel. In this manner, the
management of hotel is able to target the desired customers. Charoensuk, Wongsurawat and
Khang, (2014) said that through smart solutions and automation, hoteliers were able to reduce
the efforts of employees and enhance the productivity of the hotel. This enunciated that
numerous hotel's branches established worldwide were able to coordinate with each other with
the help of technologies. Video conferencing system and other advance communication
technologies prove to be successful for hospitality industries. Communication is very essential
and important for the organisation and without precise communication, the management
wouldn't be able to acquire important information efficiently. Advance digital technologies help
in obliterating the barriers in communication between clients, customers and management.
Furthermore, it assists in enhancing the interaction between the management and their clients.
12

With the help of Customer Relationship Management system (CRM) and Partnership
relationship management system (PRM) the hoteliers were able to coordinate with both
customers, suppliers and partners of the organisation adequately. Jung, Kim and Farrish, (2014)
said that technologies helps in boosting up the productivity and profitability of the organisation.
With the help of technologies, the hoteliers can enhance their sales and customer satisfaction.
This implies that technologies greatly benefited the hotel organisation.
2.5 Conclusion
In this section, the researcher has analysed the articles and journals jotted by senior
researchers. The section aid in enhancing the understanding regarding the subject matter.
Technology refers to the combination of techniques, skills, methods and process which are used
by the organisation in order to enhance the quality of goods and services. Despite of having that
much significance of technologies, it has few negative impacts in the hotel industries. Hotels
constitutes majority of the workforce in United Kingdom. Due to enhancement in technologies,
machines are now replacing men which ultimately increase lay-off and retrenchment in the
organisation.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is third chapter of dissertation. In this chapter, researcher will explain the
type of research methods are being used in the dissertation. For research perspective, it is
important for the researcher to describe the type of methodologies he or she will uses in the
research study. It will consist of research philosophy, strategy, approach and design of the
research. Furthermore, the researcher will aim to provide information regarding the process used
in the data collection, sampling and data analysis. Eventually, ethical consideration and
limitations of research will be described by the researcher. Using appropriate research methods
are very important in order to attain the aim and objectives of study.
3.2 Research Philosophy
Research philosophy is the value or belief through which researcher conducts the whole
study and collects the data. According to Saunders research onion, determining type of research
philosophy is the first step of conducting study. Research philosophy has been classified into
four categories which are positivism, interpretivism, pragmatism and realism. Interpretivism is a
branch epistemology which is focused to the assessment the differences between humans as
social actors. The issue of difference is emphasized on the difference between conducting
research among people rather than objects such as medicines and computer. As the present study
is to analyse the significance of technologies on operations of Marriott Hotel, researcher has used
interpretivism research philosophy. As an interpretevist, researcher has investigated in the
organisation and considers human beings (managers) as a part of research subject. Thus, by
implementing interpretivism research philosophy, researcher was able to attain the aim and
objective of the study.
3.3 Research Approach
Discussion of research approach in dissertation is crucial and essential part of the study.
Research approach has been classified into two parts. Deductive research approach and inductive
research approach. Deductive research approach has been used majorly in quantitative study.
Researcher sets various assumptions and tests the validity of assumptions or hypothesis.
Inductive research approach does not involve formulation of hypothesis. It begins with research
questions, aim and objectives of study and follows the pattern to attain those effectively and
efficiently. In this concern, in the present study researcher has used inductive research approach.
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In order to analyse the theories and cases, inductive research approach proves to be successful
and efficient. By implementing inductive research approach, researcher was able to accomplish
the goals of study and able to answer the questions formulated for the research efficiently.
3.3 Research Design
Research design is the general plan through which researcher attempts to answer the
research questions. Researchers got confused in the precise definition of research design as some
consider it as a choice between selecting quantitative and qualitative research method while other
consider this as the specific methods used for collecting and analysing data. Research design is
very important for research study. There are various types of research design it is essential for
researcher to selects appropriate research design. In the present study, the researcher has used
descriptive research design. The research design specifically describes the theories that emerged
in the study and assist in comprehending the theories that emerged in the study. With the help of
appropriate research design researcher was able to accomplish aim and objective of the study.
3.4 Research Strategy
Research strategies are general plans which assist the researcher to attain the aim and
objective of the dissertation effectively and efficiently. There are two types of researches
conducted by the researchers which are qualitative and quantitative. In qualitative research,
researcher analyse data which is collected through inquiry. Quantitative research is the research
which is used for analysing numerical data. In the present research, the investigator has used
mixed research method using both qualitative and quantitative research study. Through this,
researcher was able to attain the goals and objectives of the study effectively and efficiently.
3.5 Data Collection
Data collection is the process through which researcher gathers vital and relevant
information. In research dissertation, data collection is very important and crucial process. There
are two sources where researcher can acquire relevant data and information. These are primary
and secondary sources (Cicourel, 2016). To answer the research question of present dissertation,
the researcher has collected data from both primary and secondary sources. Primary source of
collection data is the process where researcher makes efforts to collect data all by him or herself.
There are numerous tools of collecting primary data. In the present study, researcher has used
questionnaire, which has been provided to the managers of Marriott Hotel. The questionnaire
consists of close ended questions and 10 questions have been asked by the researcher.
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Researcher has gathered secondary data by analysing and identifying relevant books, journals,
articles and hotel websites. In this manner, researcher was able to accomplish the aim and
objectives of the study.
3.6 Sampling
Sampling is the process through which researcher takes out small proportion of data from
the large pool of information. As analysing large data is practically not possible for researcher,
researcher takes out small proportionate of data from the information. Sampling is very
important and essential process in the research study (Silverman, 2016). Analysing large data is
practically not possible for researcher and in order to enhance the effectiveness in the quality of
data, researcher needs to take sample out of it. There are numerous methods of sampling
available which are used for specific type of analysis. Here, the data is quantitative, thus
researcher has used stratified simple random sampling method. Investigator has taken the sample
of 10 respondents randomly and makes analysis of them. Sampling is the process through which
researcher able to analyse data effectively and efficiently. There are numerous method for
sampling and in the present study, researcher has used stratified random or probability sampling
method and analyse sample of 50 managers responses of Marriott Hotel.
3.7 Data Analysis
Data analysis is the process through which researcher converts raw data into meaningful
information. Data analysis is the process through which researcher able to transform collected
data into meaningful information. For research perspective, data analysis play crucial and
important role in the dissertation (Taylor, Bogdan and DeVault, 2015). There are some methods
through which data can be analysed effectively in which thematic analysis is one of them.
Different themes are prepared on the basis of each question asked in the questionnaire or
interview. These themes provide brief understanding about the question and respondent
response. In this context, researcher has used thematic analysis in order to make data analysis
effectively and efficiently. Through thematic analysis, researcher was able to attain the aims and
objectives of the study.
3.8 Ethical Consideration
Ethical consideration is very important in the research dissertation. It defines the
authenticity and effectiveness of the research study (Flick, 2015). If researcher has not follow the
ethical codes while conducting research study, then the research can be considered as void and
16

unethical research. In order to enhance the effectiveness of the study it is important for the
researcher to follow the ethical codes and conduct of researcher. In this context, researcher has
taken consent of participants of research before providing them questionnaire. He or she further
explained the purpose of the study and verified that no such question has been asked which can
harm the emotions of participants or dignity of organisation. Researcher did not disclosed the
names of participants and confidentiality has been maintained by the researcher. Researcher has
secured the information regarding research in the encrypted device where he or she can only
access the data.
3.9 Research limitations
Every researcher faced one or many limitations while conducting the research study (Gast
and Ledford, 2014). The researcher faced obstructions while conducting study which increases
his or her time and efforts. Here, scholar has also faced several limitations while conducting the
research study. In this context, the limitations faced by the researcher are described below: Formulation of research aim and objectives: Researcher faced difficulty in formulating
aim and objective of the study.. This consumes much time of the researcher and act as a
limitation in the study. Implementation of data collection methods: There were numerous methods through
which data can be collected from both primary and secondary sources. Researcher was
got confused regarding selecting the optimum and precise method for the research study. Sample size: For research perspective, sampling is very important. Researcher has to
carefully consider about the sample size. Too little sample size would not generate
reliable outcome of the study and too large sample size would increase the time and effort
of the study.
17

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
This is fourth chapter of the dissertation where researcher conduct primary and secondary
data analysis. Here researcher analyse and interprets the collected data effectively and efficiently
which helps in enhancing the level of knowledge and understanding of the end users. In this
context, the researcher has analysed the data by using thematic analysis. Themes have been made
by the researcher on the basis of questions asked by the researcher.
Primary data analysis
Theme 1: Management of Marriott hotel used advance technology within the organisation.
Q1. Is management of Marriott hotel used advance technology within the
organisation?
Frequency
Yes 26
No 14
Not Sure 10
Total 50
18
Yes No Not Sure
0
5
10
15
20
25
30
Frequency

Interpretation: The researcher has conducted the questionnaire survey at Marriott Hotel with the
purpose to identify the impact and implication of advance technologies on their daily hotel
operations. In this context, the researcher has asked the managers about whether advanced
technologies used by Marriott Hotel or not. In response to this 26 managers responded yes as
advance technologies has been used by the management of Marriott Hotel. 14 managers denied
the statement as they might believe the advance technologies has not been used by the
management of Marriott hotel. 10 managers was unsure whether advance technologies used by
the hotel or not. Thus, from the analysis it can be understood that advance technologies has been
used by the management of Marriott hotel.
Theme 2: WiFi infrastructure overhauls technology is majorly used by the Marriott Hotel
Q2. What type of technology is majorly used by the Marriott Hotel? Frequency
WiFi infrastructure overhauls 20
Smart Room Keys 12
NFC Technology 5
Digital Conference Rooms 13
Total 50
19
20
12
5
13
WiFi infrastructure overhauls
Smart Room Keys
NFC Technology
Digital Conference Rooms

Interpretation: The researcher has conducted the questionnaire survey at Marriott Hotel with the
purpose to identify the impact and implication of advance technologies on their daily hotel
operations. The motive of asking this question is to gather information regarding the type of
technology used by the management of Marriott hotel. After analysing the sample of 50
managers it was identified that 20 managers selected WiFi infrastructure overhauls, 12 managers
selected Smart Room Key, 5 manager selected NFC technologies and 13 managers selected
digital conference rooms available at Marriott Hotel. WiFi Infrastructure overhauls means the
wireless internet facilities available for customers where they can use the free internet facility by
staying in the hotel. Thus, from the analysis it can be concluded that management of Marriott
Hotel uses WiFi infrastructure overhauls technologies at their premises.
Theme 3: Advance technology proves to be beneficial for the organisation.
Q3. Is using advance technology proves to be beneficial for the
organisation?
Frequency
Yes 30
No 11
Not Sure 9
Total 50
20
Yes No Not Sure
0
5
10
15
20
25
30
35
Frequency

Interpretation: Researcher has conducted questionnaire survey at Marriott Hotel, London in
order to analyse the implications of technologies at their premises. In the questionnaire survey,
researcher asked whether utilising technologies aid in benefiting the organisation or not. In
response to this, 30 managers agreed that utilising technologies helps in benefiting the
organisation in many ways. 11 managers disagreed that using technologies proves to be
beneficial for the organisation. 9 managers were unsure whether using technologies proves to be
beneficial for the organisation or not. Thus, from the analysis it was identified that technologies
prove to be beneficial for Marriott Hotel.
Theme 4: By increasing customer satisfaction and by increasing profitability of hotel
technologies benefited your hotel.
Q4. How technologies benefited your hotel? Frequency
By increasing customer satisfaction 15
By enhancing performance of employees 11
By increasing profitability of hotel 20
By reducing disputes within the hotel 4
Total 50
21
By increasing customer
satisfaction
By enhancing performance of
employees
By increasing profitability of
hotel
By reducing disputes within
the hotel

Interpretation: Interpretation: In the research analysis in Marriott Hotel, researcher asked to the
managers in what ways advance technologies benefited their business. In response to this
question, 15 managers agreed that technologies benefited the organisation by maximising
customer satisfaction. 11 managers believed that technologies aid in enhancing the performance
of employees. 20 managers agreed that technologies help in increasing the profitability of the
organisation and 4 manager agreed that technology aid in reducing conflicts and disputes
between employees within the hotel. From the above analysis, it can be concluded that
technologies implemented in Marriott Hotel helps in maximising customer satisfaction and
profitability of the organisation.
Theme 5: Advance technologies aid in gaining competitive advantages
Q5. Do you think using advance technologies aid in gaining competitive
advantages?
Frequency
Yes 31
No 15
Not Sure 4
Total 50
Interpretation: The research analysis conducted at Hotel Marriott and the researcher asked the
managers of the organisation about impact of technologies on the competitive advantages. In
22
Yes No Not Sure
0
5
10
15
20
25
30
35
Frequency

response to this, 31 managers agreed that using advance technologies aid in gaining competitive
advantages and helps the hotel to sustain in the competitive environment. 15 managers disagreed
that advance technologies do not help in gaining competitive advantages. Besides this, 4
managers were unsure whether advance technologies aid in gaining competitive advantages or
not. In this context, it can be concluded that advance technologies helps the management of
Marriott Hotel in gaining competitive advantages through which they can survive in the
competitive environment of London.
Theme 6: Redundancy of employees and employees dissatisfaction issue hotel faced after
implementation of advance technologies.
Q6. What type of issue your hotel faced after implementation of advance
technologies?
Frequency
Increase cost of investments 24
Increase cost of training 6
Redundancy of employees 11
Employees dissatisfaction 9
Total 50
23
Increase cost of investments
Increase cost of training
Redundancy of employees
Employees dissatisfaction

Interpretation: The investigator conducted research analysis at Hotel Marriott in London and
participants of the research were managers of the organisation. In the questionnaire survey, the
researcher has asked about the issue management faced frequently after implementation of
advance technologies in the organisation. In response to this, 24 managers said that cost of
investment has been increased in order to implement the latest technology in the organisation. 6
manager agreed that cost of training has been increased in order to provide the best training to
employees. 11 managers said that redundancy of employees has been increased as machine
replaced manpower. Other than this, 9 managers said that dissatisfaction among employees has
been increased frequently. Thus, from the analysis, it can be concluded that redundancy of
employees and employees dissatisfaction issue hotel faced after implementation of advance
technologies.
Theme 7: Using advance technology positively impact on your Hotel.
Q7. Is using advance technology positively impact on your Hotel? Frequency
Yes 40
No 6
Not Sure 4
Total 50
24
Yes No Not Sure
0
5
10
15
20
25
30
35
40
45
Frequency

Interpretation: In the research analysis conducted by the investigator at Marriott Hotel, the
question has been asked from the managers regarding the impact of technologies on the
operations of hotel. In response to this, 40 managers said that advance technologies positively
impact on the daily operations of the hotel. 6 manager disagreed with the same and contended
that advance technologies used by the management do not impact positively. 4 managers were
unsure whether using technologies impact positively or not. Thus, from the analysis, it can be
understood that advance technologies used by the management of Marriott Hotel positively
impact on the daily operations.
Theme 8: In room WiFi facility is mostly preferred by customers.
Q8. According to you what type of technology is mostly preferred by
customers?
Frequency
In room WiFi facility 25
Advance security system 11
Automated Room controller 6
Smart Room protection 8
Total 50
25
In room WiFi facility
Advance security system
Automated Room controller
Smart Room protection
0
5
10
15
20
25
30
Frequency

Interpretation: In the research analysis conducted at Marriott Hotel, researcher has asked the
managers about the type of technologies mostly preferred by the guests. In response to this, 25
managers agreed that most of the guest prefer in room WiFi connectivity facility provided by the
management. 11 guests prefer automated and advance security system installed in the hotel. 6
managers agreed that automated room controller technologies are mostly likeable by the guest of
Marriott Hotel. 8 manager agreed that smart room protection system is liked by the customer of
organisation. Thus, from the analysis, it can be concluded that in room WiFi is mostly preferred
by customers.
Theme 9: The quality of services has been improved after using advance technologies in the
Hotel.
Q9. Is there is any improvement in the quality of services provided by the
management of Marriott Hotel after using advance technologies?
Frequency
Yes 26
No 18
Not Sure 6
Total 50
26
Yes No Not Sure
0
5
10
15
20
25
30
Frequency

Interpretation: In the research analysis at Marriott Hotel, the researcher asked the managers
about any improvements in the quality of services provided by the management after using
advance technologies. In response to this, 26 managers agreed that after using advance
technologies, the quality of services have been improved. 18 managers said that the quality of
services provided by the management has not been improved. However, 6 managers were not
sure whether the quality of services has been improved after using advance technologies in the
hotel or not. Thus, from the analysis, it can be understood that using advance technologies at the
premises aid in improvements in the quality of services provided by the management of Marriott
Hotel.
Theme 10: Providing more training to employees is recommended to the management of
Marriott Hotel so that they can further make improvements regarding implementations of
technologies.
Q10. How would you recommend to the management of Marriott Hotel so
that they can further make improvements regarding implementations of
technologies?
Frequency
Make more investments 11
Provide more training to employees 25
Modifying existing technologies 6
No Recommendations 8
Total 50
27

Interpretation: The investigator conducted research analysis at Hotel Marriott in London and
participants of the research were managers of the organisation. In the questionnaire survey, the
researcher has asked about the recommendation manager would want to give to the management
of Marriott Hotel. In response to this, 11 managers suggested the management to make more
investments and install the latest technology. 25 managers said that management must provide
adequate training to employees in order to raise their skills and knowledge. 6 manager
recommended to modify existing technologies in order to enhance the effectiveness. While, 8
managers have no recommendations. Thus, from the analysis it can be understood that managers
recommended to provide more training to employees so that they can handle advance
technologies effectively and efficiently.
Secondary Data Analysis
28
Make more investments
Provide more training to
employees
Modifying existing
technologies
No Recommendations

Evolution of new high-tech systems enhances the productivity and profitability of the
business organisations tremendously. In the era of digitalisation, organisations are using
technologies in order to strengthen their daily businesses operations and maximise customer base
which eventually increases their profits and sales. Marriott Hotel is one of the most reputed and
renowned hotel in London (Solnet and et.al., 2016). It is known for providing quality services
with all the luxurious facilities so that customer attraction can be increased towards the hotel.
Furthermore, the organisation is using high tech information system in all the departments in
order to ease up the work and reduce the manual efforts from the hotel.
Marriott Hotel is the first hotel or organisation which uses advance light projection
technology which uses illusion of images which projected into the night sky in order to advertise
about its services. Marriott's has advertisements have showed the Eiffel Tower and the
Colosseum in Rome projected across London's River Thames as part of its Travel Brilliantly
campaign. The technology is also known as Lightvert ECHO technology which has been
innovated by Lightvert Ltd (Gwynn, 2017). Through this technology, the management of
29
Illustration 1: Echo outdoor technology
(Source: Gwynn, 2017)

Marriott hotel has established a new benchmark in advertising sector. This unique and techy
style of marketing proves to be successful in attracting thousands of visitors towards
organisation. Furthermore, the management has been using advance technologies inside their
premises as well. Automated rooms, smart key cards, WiFi system infrastructures, advance
security systems and many more has been installed in the Hotel (Making your life easier starts
with listening, 2018). These technologies help in enhancing the guest experience and support the
management to increase their profitability and productivity. Marriott hotel is known for
implementing latest technologies in order to gain competitive advantages. The management has
implemented technologies nearly in all the departments in order to enahance both guests and
employees experience (Melián-González and Bulchand-Gidumal, 2016).
Digital media is a great help for the management. Through social media marketing, the
management of Marriott Hotel is able to promote about the products and services of the hotel to
large number of users who are following their profile. Moreover, they were able to address the
issues of customers and gather their feedbacks effectively. Numerous hotel's branches
established worldwide were able to coordinate with each other with the help of technologies.
Video conferencing system and other advance communication technologies, it proved to be
successful for hospitality industries. Communication is very essential and important for the
organisation and without precise communication, the management wouldn't be able to acquire
important information efficiently.
Advance digital technologies help in obliterating the barriers in communication between
clients, customers and management. Furthermore, it assists in enhancing the interaction between
the management and their clients. With the help of Customer Relationship Management system
(CRM) and Partnership Relationship Management system (PRM), the hoteliers were able to
coordinate with both customers, suppliers and partners of the organisation adequately. Thus, it
implies that technologies are significant for the hoteliers and other business organisation as it
aids in reducing the manual efforts, streamlining the communication process, enhancing the
marketing activities and monitoring both internal and external of the organisation (Kaushik,
Agrawal and Rahman, 2015).
Marriott Hotel is using VR headsets via Marriott VRoom services to virtually travel
alongside a guide to three exotic locations (Terry, 2017). Virtual reality technologies are great
aid to the hotel marketers in order to attract more and more customers towards the organisation.
30

It provides immense opportunities to the hotel through which they can promulgate their revenue
and profits efficiently. The management has invested in voice activation technologies in order to
enhance guest attraction towards the hotel. Through voice activation, guest can control the
electronic equipment such as air conditioners, light, fan etc. through their voice. This increases
guest excitement efficiently. Mobile applications have been developed for both Android and iOS
which guest can download from the play store and Apple store (Terry, 2017). This application
helps the guest in online booking, reservations, complaints and displaying entire essential
information which are required by guests.
Thus, from the analysis it implies that advance technologies indeed transform the
perceptions of the hoteliers and guests. These technologies helps in reducing the cost, time and
efforts of the management plus results in increasing profits as well as sales. Marriott Hotel has
been known for using advance technologies to attract, retain and increase the satisfaction of
guests. These technologies help the management to enhance the performance of employees and
raising the profitability of the organisation.
Discussion
The investigator conducted research analysis at Hotel Marriott in London and participants
of the research were managers of the organisation. In the research analysis, researcher has
provided questionnaire to the managers and not more than 10 questions have been asked. The
questions were directly related to the implications of technologies in the organisation and 10
themes have been formulated in order to provide brief interpretations. In the first theme,
researcher has asked whether Marriott Hotel uses advance technologies or not. From the
analysis, it was identified that organisation indeed used advance technologies in their premises.
According to Tatar and Eren-Erdoğmuş, 2016 technology is very important in the working,
growing and development of company. In today's era of technological advancement where
everything is growing faster with the introduction of technology, without technology, it would be
difficult for the management to manage things smoothly and efficiently. Thus, it is essential for
business and industry to select the technological changes in its decision making or growth.
In the second theme investigator the kinds of technology used at Marriott Hotel. From the
analysis, it was concluded that management of Marriott Hotel uses WiFi infrastructure overhauls
technologies at their premises. WiFi Infrastructure overhauls means the wireless internet
facilities available for customers where they can use the free internet facility by staying in the
31

hotel. Technologies such as telecommunication, wireless systems, smart monitoring and security
system enhanced the dignity of hotel. It aids in reducing disputes, mismanagement and
grievances between guests and staff adequately. In the third theme, researcher acquires
information regarding beneficial of technologies used by Marriott Hotel. From the analysis, it
was identified that technologies prove to be beneficial for Marriott Hotel. According to Melián-
González and Bulchand-Gidumal, (2016) to succeed in the competitive environment, enhance
guest experiences, reducing employee dissatisfaction it is important and essential for hoteliers to
invest more in technologies and implement it within each and every department of the hotel.
Technologies indeed benefited the hotel industry greatly. In the fourth theme, researcher asked
what kind of benefits scored by the management of Marriott Hotel. It was identified that
increasing customer satisfaction and by increasing profitability of hotel technologies benefited
Marriott hotel. By using digital and advance technologies, the management is able to monitor,
guide and control the operations effectively and reduce the possibilities of uncertainties. In this
way, they were able to provide precise quality of services to the customers.
In the fifth theme, researcher has gather information related with competitive advantages.
Whether the management able to secure competitive advantages or not after using advance
technologies. From the analysis, it was concluded that advance technologies helps the
management of Marriott Hotel in gaining competitive advantages through which they can
survive in the competitive environment of London. According to Melián-González and
Bulchand-Gidumal, (2016) to succeed in the competitive environment, enhancing guest
experiences, reducing employee dissatisfaction it is important and essential for hoteliers to invest
more in technologies and implement it within each and every department of the hotel. In sixth
theme, researcher asked the managers about the issues arises after use of advance technologies in
the organisation. From the analysis, it was identified that redundancy of employees and
employees dissatisfaction issue hotel faced after implementation of advance technologies.
Hotels constitutes majority of the workforce in United Kingdom.
Due to enhancement in technologies, machines are now replacing men which ultimately
increase lay-off and retrenchment in the organisation. Furthermore, employees remain
dissatisfied with the technologies as some of them are very difficult to understand and use.
Management needs to increase their training budget in order to provide precise and appropriate
training to the employees and staff members. In the seventh theme, researcher inquire whether
32

using advance technologies positively impacts on productivity of hotel or not. From the analysis,
it was understood that advance technologies used by the management of Marriott Hotel
positively impact on the daily operations. According to El-Sherie and Ghanem, (2016)
technologies have more positive impact on customers as majority of customers recommend
management to continue their investment in advance technologies.
In order to provide better customer experience, it is important for the management to
utilise and install advance technologies. In the eighth theme, researcher quarried about which
type of technology has been mostly preferred by the customers while staying at hotel. From the
analysis, it was concluded that in room WiFi is mostly preferred by customers. Soliman, (2016)
enunciated that numerous hotel's branches established worldwide were able to coordinate with
each other with the help of technologies. Video conferencing system and other advance
communication technologies prove to be successful for hospitality industries. Communication is
very essential and important for the organisation and without precise communication, the
management wouldn't be able to acquire important information efficiently. In ninth theme
researcher asked the manager about whether quality of services has been improved after using
technologies or not. From the analysis, it was identified that quality of services has been
improved after using technologies. Hotels are rated on the basis of the service quality they
provided to the customers. If they fail to provide efficient quality to the customers, then their
rating will be poor and vice versa.
Thus, it is very important for them to provide effective quality of services and technology
aid in enhancing the quality of services. In the last theme, researcher asked about the
recommendations which can improve the use of technology in the Hotel. Managers mostly
recommend to increase the investment and provide training to the employees so that their skills
and competencies can be enhanced.
33

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
In the above study, researcher explores the significance of technological systems for
working operations of Hotel Marriott. In present era, technologies greatly affect the working
operations of every organisation working in specific industry. Whether it is retail or hospitality
technology, it aids in promulgating the business empire through increase in customer base and
revenue. Technology refers to the combination of techniques, skills, methods and process which
are used by the organisation in order to enhance the quality of goods and services. Organisation
has been greatly affected with the rise of information technologies and computer systems. Earlier
where management in order to finish one minor task required enormous efforts, now even major
tasks can be accomplished with the help of technologies. Technologies system such as digital
technologies and information systems has played enormous role in the growth and development
of Hotel industries incorporating in United Kingdom. The objectives of the research was to
determine the technological system used at Marriott Hotel. In this concern, researcher has
identified that numerous technological systems such as WiFi infrastructure, smart room key,
digital conference rooms, etc. have been utilised by the management of organisation. Second
objective was to determine the significance of the technologies used by the organisation. In order
to attain the objective, researcher has analysed different papers and asks the managers about the
same. It was identified that using technologies proves to be beneficial for the organisation and
thus is important for the hotel industries.
In this context, researcher has made thorough study and conducted analysis at Marriott
Hotel. With the help of precise research methodologies and appropriate method of collection of
data, researcher was able to conduct analysis effectively and efficiently. Primary source of
collection data is the process where researcher makes efforts to collect data all by him or herself.
There are numerous tools of collecting primary data. In the present study, researcher has used
questionnaire, which has been provided to the managers of Marriott Hotel.
The questionnaire consists of close ended questions and 10 questions have been asked by
the researcher. In this manner, researcher was able to accomplish the aim and objectives of the
study. From primary analysis, it was identified that managers agreed that advance technologies
have been used at Marriott Hotel and they have significant impact on the growth and
development of the organisation. Marriott Hotel is the first hotel or organisation which uses
34

advance light projection technology which uses illusion of images which projected into the night
sky in order to advertise about its services. Through this technology, the management of Marriott
hotel has established a new benchmark in advertising sector. This unique and techy style of
marketing proves to be successful in attracting thousands of visitors towards organisation.
Marriott International is a leading multinational hospitality company that manages many hotels
and relevant lodging facilities. It is a public limited company that is listed on NASDAQ and
headquartered in Maryland, US. The hotel invests in many advanced technologies as it is a
determination of the guest satisfaction score. It uses the latest technologies as a value-added
component so as to boost differentiation and improve satisfaction level of their guests. Thus,
through thorough analysis and investigation at Marriott Hotel, researcher was able to accomplish
aim and objectives of the study effectively and efficiently.
5.2 Recommendations
In order to enhance the utilisation of advance technologies adequately, researcher has
provided few recommendations that can help the management of Marriott Hotel greatly.
Management after considering these recommendations will be able to enhance the use of
advance technologies to promulgate market shares and increase customer base. The suggestions
are described below: Mobility: Mobile technologies are rising rapidly and smart phone users are keep on
increasing speedily (4 Ways Luxury Hotels Can Use Technology To Provide Better
Customer Service, 2016). As customer prefer to stay in those hotels who provide mobile
technologies thus, it is recommend to management of Marriott Hotel to implement
mobility within the organisation. This opportunity cannot be missed by the management
of Marriott Hotel. Management needs to make efforts to develop mobile applications
through which customers can make registration, reservation and gather real time data
efficiently. Increase in Investments: In order to enhance the use of technologies, it is recommended
to the management to install the latest tech in the hotel. Management needs to invest
greatly in technologies in order to gain competitive advantages. This can be beneficial in
gaining competitive advantages. Thus, it is recommended to the management to install
the latest technology and in order to do that, they need to increase their budget invested in
the technology.
35

 Providing new perks to travellers: Management of Marriott hotel needs to provide
electronic equipments such as ebook reader so that they can enhance customer stay. Providing training to employees: To enhance the use of technologies in the hotel, it is
very important for the management to provide adequate training to employees. Training
results in raising the skills and competencies of employees (El-Sherie and Ghanem,
2016). If they are capable of handling those technologies efficiently, then it can give
positive results to the hotel. Thus, it is recommended to the management of Marriott
Hotel to provide adequate training to employees.
 Upgrade technology as per guests needs: In order to increase guest satisfaction, it is
recommended to the management of Marriott Hotel to upgrade the technologies as per
the guest needs. This can enhance their experience and satisfaction simultaneously.
36

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APPENDIX I
QUESTIONNAIRE TO MANAGERS
Q1. Is management of Marriott hotel used advance technology within the organisation?
 Yes
 No
 Not Sure
Q2. What type of technology is majorly used by the Marriott Hotel?
 WiFi infrastructure overhauls
 Smart Room Keys
 NFC Technology
 Digital Conference Rooms
Q3. Is using advance technology proves to be beneficial for the organisation?
 Yes
 No
 Not Sure
Q4. How technologies benefited your hotel?
 By increasing customer satisfaction
 By enhancing performance of employees
 By increasing profitability of hotel
 By reducing disputes within the hotel
Q5. Do you think using advance technologies aid in gaining competitive advantages?
 Yes
 No
 Not Sure
Q6. What type of issue your hotel faced after implementation of advance technologies?
 Increase cost of investments
 Increase cost of training
 Redundancy of employees
 Employees dissatisfaction
Q7. Is using advance technology positively impact on your Hotel?
 Yes
40