Artificial Intelligence in Crisis Management: A Study on IHG (UK)

This research project investigates the role of artificial intelligence (AI) in crisis management, specifically within the UK hospitality sector, using InterContinental Hotels Group (IHG) as a case study. The report identifies the concept and significance of AI, explores factors affecting its implementation in UK hospitality, and evaluates its role in IHG's crisis management strategies. It addresses research questions related to AI's impact and recommends strategies to enhance crisis management through AI. The study employs a qualitative research approach to analyze data and provide insights into how AI can effectively predict, manage, and mitigate crises, such as the COVID-19 pandemic, in the hospitality industry. This includes assessing AI's ability to improve operational efficiency, manage social distancing, and maintain business sustainability during challenging times.

Research Project

ABSTRACT
AI allowed the organization to be very effective in the operations that are related to the
ways in which the business can gain the competitive advantages. AI in the crisis management has
been found to be able to develop the practices that are related to the ways in which they are able
predict crisis. It is also essential for the ways in which correct pathway is also said to be the key
towards the ways in which organization can develop the correct pathway.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................3
Background of the study..............................................................................................................3
Research Aim...............................................................................................................................4
Research Objectives ....................................................................................................................4
Research Questions......................................................................................................................4
Research Rationale.......................................................................................................................5
Research Scope ...........................................................................................................................5
Chapter preview...........................................................................................................................5
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
Research Methodology....................................................................................................................8
Research type...............................................................................................................................8
Research Approach......................................................................................................................8
Research philosophy....................................................................................................................8
Data collection.............................................................................................................................8
Sampling......................................................................................................................................9
Data analysis................................................................................................................................9
Reliability and validation.............................................................................................................9
Ethical consideration....................................................................................................................9
CHAPTER 4 ANALYSIS AND FINDINGS..................................................................................9
CHAPTER 5 DISCUSSION..........................................................................................................16
Research limitation and recommendations................................................................................18
CONCLUSION..............................................................................................................................18
Reflection...................................................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................21

Research Title: To assess the role of artificial intelligence with regards to crisis management in
the context of UK hospitality sector: A study on IHG
CHAPTER 1 INTRODUCTION
Background of the study
In the current times the role of application of strategies is considered to be the ones that is
designed for helping an organization deal with a sudden significant for being able to predict the
events that are considered to be having event in the unforeseeable consequence that can lead to

the potential risk. It is considered to be the factor that is said most cases that helps in health and
safety of the organization to help with the combination of the ways in which they re able to
jeopardize the factors which helps the business to health and safety since the employees
themselves. It is also said that the crisis is considered to be one of the key determinants of the
ways in which the business can combine the devastation of finances. It is also said to be the
factor that is helpful for the popularization of the fire that occurs during the business finances.
Covid-19 is one of the situations in which the crisis occurred for all the business for which the
organizations required crisis management strategies. This study is based on the analysation of the
ways in which artificial intelligence can be used to develop the consequences of some event that
helps in the considerable as potential risks. For this study the research will find the ways in
which the Artificial intelligence is used for the crisis management in the context of UK
hospitality sector. In this research qualitative study is going to be conducted for being able to
analyse the topic of crisis management in the hospitality sector. For this study the selected
organization from the UK hospitality sector is Inter-Continental Hotels Group plc (IHG). This is
a British multinationals hospitality company that is headquartered in Denham Buckinghamshire,
England. It is listed on the London Stock Exchange and is the constituent of the FTSE. Business
can be able to able traced back in 1777. It is also said to be established in the red triangle for the
logo for being able to register for UK.
Research Aim
The main aim of the current study is to ascertain the role of artificial intelligence with
regard to crises management within IHG
Research Objectives
To achieve this aim, the following objectives have been proposed.
 To identify the concept of artificial intelligence and its significance
 To investigate factors affecting artificial intelligence in UK hospitality sector
 To evaluate role of artificial intelligence with regard to crisis management of IHG
 To recommend strategies pertaining to artificial intelligence which can favourably
influence crises management of IHG.
Research Questions
 What is the concept of artificial intelligence and its significance?
 Which are the factors affecting artificial intelligence in UK hospitality sector?

 How role of artificial intelligence with regard to crisis management is helpful for IHG?
 Which strategies pertaining to artificial intelligence can favourably influence crises
management of IHG?
Research Rationale
The reason for assessing the study is to assess the role of the AI in the crisis management
for the purpose of Covid-19 practices. Covid-19 is also said to be the one that affects the
operations practices in the UK hospitality sector for the gaining the current study that would be
very effective for the understanding of the role of artificial intelligence. In this study the
management of the crisis is also said to be studied for the analysation of the relevant information
that is present about the factors which affect the strategies that can be used for their
improvements.
Research Scope
Artificial intelligence has been recognized as one of the current growing study that is
related to the different range of branch of computer science which has the most significance on
the ways in which it is able develop its improvement. This is the study which is able to develop
the strategy of the improvement for the helpful similar organization for the operations of the
hospitality sector. This is considered to be the conduction of the similar topic that can gain the
knowledge from this study.
Chapter preview
Chapter 1: Introduction
This is going to explain the background, aim, objective, research questions, scope, rational and
significance of conducting study.
Chapter 2: Literature Review
It will focus on having theme formulation for presenting theoretical data.
Chapter 3: Research Methodology
It emphasis in over research type approach, philosophy, data collection, etc. so that clearness of
procedure for completing research can be recognized.
Chapter 4: Analysis and Findings
It will evaluate & analyse the collected data so that depth understanding can be attained.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work
It is going to identify the findings for recommending and suggesting for further studies.

Chapter 6: Conclusions
Summary of the research.
CHAPTER 2 LITERATURE REVIEW
Theme 1
Holzinger and et.al., (2019) has helped in the analysation of the AI that refers to the ways
in which the human intelligence and machines which are programmed for thinking like humans
and mimic their actions. With the help of these organizations are able to exhibit the traits that are
associated with the ways in which the human mind thinks. This is the ideal characteristics that is
said to be the best ways in which the AI is able to develop the ability to rationalize the actions. It
is very effective for taking the machine learning and also be able to develop the concept with the
help of computer program. He and et.al., (2019) is also said to be the factor that helps the
concept of the computer program to be able understand the new data without any help of the
human interference. It is also refereed to be the factor that is helpful for the ways in which the
ways in which the humans are assisted for the was in which deep learning techniques can be
enabled.
Vaishya and et.al., (2020) also added that the AI is also referred to the ways in which the
simulation of the human intelligence in the machines that are essential for machines. This project
is also the goals that helps in the inclusion of the learning reasoning. AI is being used for across
different industries for the inclusion of the finance and healthcare. Amisha, Pathania and
Rathaur, (2019) has also analysed that there are different levels of AI that are used for their
particular purpose. It has been said that the AI works on the purpose of human intelligence and is
defined as the machine that is easy for mimicking the execution of the tasks. It is also said to be
the simplest form of operations that helps the goals to be achieved from the researchers and
developers.
Theme 2
Haenlein and Kaplan, (2019) added that the pandemic has been considered to be the
cause of plenty of companies around the world. This is due to the restrictions which took the
propelled for using the technology. It has been found that the technologies that have been
developed are also considered to be very well compatible with AI in the hospitality industry. It is

also said to be the potential for the revolutionizing the industry. This has been said that the
beginning of the AI in hospitality industry has been considered to be the key factors which are
helpful for the sector to be able to become the most effective in their already existing operations.
Chen, Chen and Lin, (2020) explained that the social distancing rules in the organization are also
considered to be the factors which are helpful for the ways in which they can allow the labour
over utilization to get diminished in the hotels.
Davenport and Kalakota, (2019) also evaluated that the issues that the hospitality industry
has to face is related to the ways in which Covid-19 was managed. For the hospitality
organizational operations the key towards their development of the ways in which they can help
gain the sustainability for the business for the management of the operational practices.
Khisamova, Begishev and Gaifutdinov, (2019) also added that the business that is able to gain
the competitive advantage that is essential for the organizational growth. The AI is also
considered to be the key towards the ways in which the business can manage the work and also
develop the practices that are relevant in nature.
Theme 3
Hosny and et.al., (2018) has been able to understand that AI is growing its significance in
being developed as a crisis response. The multi-robotizing solutions that is able to adopt the wide
range of crisis response operations. AI has been very effective for the preparation of the efficient
response for the factors that can create environmental disturbance. AI has been able to develop
new types of structures that are helpful for the radio frequency identification that is able to check
the victim that is able to help the location to be able to gain Bullock and et.al., (2020) also helped
in understanding that the AI has been very effective in unfolding the data and its scope for the
emergence of the effects. THI was also considered as the rapid deploying compatible information
and communication system to locate authorities. It has helped the individuals more complexing
of the situations that help in the facilitation of the rapid hand off that is just in time training.
Longoni, Bonezzi and Morewedge, (2019) has been able to explain that the houses that
have the slewing of machine learning models that are able to provide the insights of the ways in
which they are able to dig into the historical data. This was the example of how the AI is used in
order to fed the statistical model of the ways in which that can make the critical suggestions for
the handling of the crisis. These are also the considered to be the statistical model that is able to
make the mission critical for the handling of the crisis. Kelly and et.al., (2019) explains how the

AI has been able to explain the ways in which they would use for the recognition of the ways. It
which would be very effective for the management of the hospitality organization. This is also
said to be the key strategy which is said to be the factor that is considered very effective for the
management.
Research Methodology
Research type
There are two types of research that is helpful for the ways in which the objectives of the
conducting the study in the qualitative & quantitative. For the current study is also said to be the
research type is take as the qualitative. This is very considered to be very effective for the
artificial for the ways in which is said to be the regards of the crisis. This is the research type
which is going to help in the analysation of the study which would help in the conduction of the
operations.
Research Approach
There are two approaches to the ways in which the research can be conducted for the
research inductive and deductive that is helpful for gaining information about the procedure for
carrying out the forward study. In this project the inductive approach to the study has been used
for the analysation of the AI in the management of the pandemic.
Research philosophy
The research philosophy is the way or rather the process in which the research is
conducted. There are two different types of research philosophy that are interpretivism and
positivism. In the current study the accomplishment of the ways in which they are able to
ascertain the goals that are considered to be very effective for the pandemic for the ways in
which they can develop for the artificial.
Data collection
It can also be said that the addressing the research objectives is also considered to be the
factor that is essential for the gathering both the sources that are essential for the primary and
secondary research. For this research primary research survey will be conducted with the help of
30 employees of IHG through the means of the questionnaire. Further, previous or past studies
about the use of AI in the crisis management is used for the development of the brief and their
thesis for hospitality industry.

Sampling
The purpose of the survey is also said to be the factor that is considered to be appropriate
sample so that it will be able to generate a suitable outcome that can be derived. The purpose of
the survey is going to be conducted from the references of 30 employees of the IHG have been
selected for the purpose of sampling technique. This research is going to choose the random
sampling technique which is going to provide the research data effectively.
Data analysis
For the analysation of the responses the collection of the data is made from the survey of
researcher that is going to employee thematic perception test technique. It is also the technique
which is selected because it is going to help in the analyzation of the qualitative data effectually.
From this consideration the responses for the different themes that are prepared.
Reliability and validation
In order to be able to gain the validity of the aspects the research papers and articles that
published after the period of 2018 for the consideration. It is also considered to be the
considering the research topic articles will be selected which turn shows that the research is
going to be valid. Further, by taking into account copyright protected source secondary data that
is collected for the presentation for the reliability aspects of the research.
Ethical consideration
In order to make this research comply with all the ethical aspects a consent form as been
filled from the respondents for being selected for the survey purpose. It is also shown as the
willingness of the participation that the respondents are in the survey of the references lists that is
going to be added at the end of the report.
CHAPTER 4 ANALYSIS AND FINDINGS
Theme 1: Most employees are part of AI operations in IHG

In the hospitality industry there are many factors which are considered to be very
essential for the ways in which they increase the imperative for the services providers for the
differentiating the with highly personalized services. This is the reason why most of the
employees in this organization which is one of the largest hospitality organization in UK are
involved with some practices that are relevant to the AI practices. There are other factors which
are considered to be very effective for the ways in which they are used for the analysation o the
data analytics. It is also the efficiency of the customers that is able to understand the cost-
effectiveness of the ways in which they are able to fulfil the customer preferences (Al-Ameedee
and Abd Alzahrh, 2021). It is also considered to be the cost effective customer preferences that is
able to help the company in the enabling the agent for the marketing team to suggest the agent of
the marketing team. This is also said to be the factors that are able to suggest the products and
the services with eh customers to be able like the ways in which they avail.
Theme 2 IHG is ahead in using AI in its operations

From the results of the research question it can be found that the IHG has been using the
AI for being able to gain the effectiveness in its operations. IHG focuses on this technology for
the aim of contextualizing the sensitive personalization of services. It is also considered to be the
factor that is said to be the corporation of the bank offices and automation of the revenues and its
accounting. In this organization the use of AI has been posted with the loyalty and sentiment
analysis scheme for being able to develop the operational management of the organization. In the
operations of the IHG the AI has been able to develop itself as the main key that help the
organization in the development of its success. With the help of Automation this hotel has been
able to understand the ways in which they are getting the assistance that is required for the staff
assistance that is able to lodge into the services that helps in gaining the competitive advantages
that are essential.
Theme 3 Crisis management for IHG hotels is very important