Analyzing AI's Influence on Productivity: Hotel Hilton Case Study

This report examines the importance of artificial intelligence (AI) in the hospitality industry, with a specific focus on Hotel Hilton. The study investigates how AI enhances productivity, improves customer satisfaction, and streamlines operations. The report delves into the benefits of AI, such as reduced manual workload, increased efficiency, and better customer service through features like chatbots and process automation. The research methodology includes qualitative research using an inductive approach and both primary and secondary data collection methods, including questionnaires. The findings highlight AI's role in improving employee morale, reducing errors, and gaining insights into consumer trends to enhance loyalty. The study concludes with recommendations for leveraging AI to further boost productivity and service quality in the hospitality sector, emphasizing the importance of understanding AI elements and aligning objectives with AI implementation.

Hospitality
Investigations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Background..................................................................................................................................1
Rationale 1...................................................................................................................................1
Rationale 2...................................................................................................................................2
Literature Review............................................................................................................................2
Significance of Artificial intelligence on increasing productivity of Hotel Hilton.....................2
Benefits of artificial intelligence in hospitality organization......................................................3
Ways of making use of AI technology in firm............................................................................3
Research Methodology....................................................................................................................4
Discussion and Findings..................................................................................................................6
RECOMMENDATIONS.................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Hospitality industry is basically involved in taking care of the guests, anticipating their
needs and is also been involved in fulfilling them. Present report will lay emphasis on Hotel
Hilton. The organization is been involved in providing high quality of services to their
consumers. This has assisted them in enhancing the brand value and reputation of firm. The
purpose of the report is to analyse the importance of artificial intelligence in enhancing the
productivity in the hospitality industry. It is one of the key trends which have been adopted by
the organization so that they can provide better services to their guests. The benefits of this
research are to increase the knowledge of researchers towards the subject matter. It will also
assist in finding answers to all research questions. Research is a systematic inquiry to describe,
explain, predict, and control the observed phenomenon. It also provides the valid explanation
related to area of interest.
Aim
“To analyse the importance of artificial intelligence on hospitality industry: A case study on
Hotel Hilton”
Objectives
 To evaluate the significance of Artificial intelligence on increasing productivity of Hotel
Hilton
 To analyse the benefits of artificial intelligence in hospitality organization
 To evaluate the ways of making use of AI technology in firm.
Background
It has been analysed from the research that making use of artificial intelligence in
hospitality organization has assisted in reducing the manual work load of employees and has also
assisted in improvising their efficiency (Jackson, 2019). This has supported firm in increasing
their productivity and also their managerial performance has been increased. Hospitality
organization by making use of artificial intelligence has been able to fulfil their goals and
objectives (Lu and et.al., 2018). They have better been able to satisfy consumers by addressing to
their needs and demands. It has assisted firm in increasing their efficiency as well as their
profitability and revenue has also been increased by it.
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Rationale 1
Artificial intelligence is one of the key trends which have been followed by various hospitality
organizations. This has been heavily researched by the researchers. It has also been analysed
from the research that making use of artificial intelligence has reduced down the rate of errors
which was been made previously by the staff members working in hospitality organization. This
has assisted the firm in enhancing their operational effeminacy and has also assisted them in
growing. It has also been analysed that making use of advanced technology has boosted
employee’s morale and they are been able to perform better.
Rationale 2
Artificial intelligence has been engaged in providing potential benefits to consumers as well
as employees. AI significantly enhances the in-room guest experience by seamlessly integrating
technology- enabled amenities. They have been involved in enhancing satisfaction level of
consumers by providing them with high quality of service with the means of artificial
intelligence (Lu and et.al., 2018). It has also been analysed that by making use of AI hospitality
organizations have been able to learn about the consumer trends and have been engaged in
fulfilling them. They have also been involved in fulfilling the needs and demands of customers
which has created loyalty. The benefits of AI are that hotel owners can save significant money,
eliminate human error and deliver superior service. It can assist the firm in growing.
Literature Review
Significance of Artificial intelligence on increasing productivity of Hotel Hilton
Artificial intelligence is one of the main important trends which is being used by some 5
star hotels in order to provide better and unique services to customers and increasing satisfaction.
According to the Hilton and et.al., (2020) there are mainly 2 reasons as why artificial intelligence
improves productivity of hospitality sector and Hilton hotel. One of the main key trends and
reasons is chat box by which hotels give quick response to customers queries. Customers also
find easy to ask anything by making an effective use of chat box and getting effective responses
and answers. When hotels give quick and effective responses then it makes customers feel
valued. Valued and satisfied customers are more likely to retain with the company for the long
run. So, it can be said that artificial intelligence helps hospitality industry in increasing their
productivity.
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In addition, it is also stated that process automation is one of the main features and
technology of Artificial intelligence which is allowing Hilton hotel to increase their productivity
and managing functions in an efficient manner. Artificial intelligence can automate routine
processes. Companies can make better and complex decisions based on data which they gathered
by AI which also allows them to make strategies and improve them accordingly. With the help of
this, all employees find easier to complete difficult tasks and increasing their productivity
(Brynjolfsson, Rock and Syverson, 2017).
Benefits of artificial intelligence in hospitality organization
Artificial intelligence plays an important role especially for hospitality sector as it allows
them to increase customers’ satisfaction, increasing productivity, managing processes, retaining
customers and others. In this context Bowen and Morosan, (2018) stated that with the help of this
model, Hilton hotel and other 5 star hotels have made themselves able to handle guests’ inquiries
as well as providing effective services which improves guests’ satisfaction. Artificial intelligence
robots welcome guests in an effective and unique manner by which guests feel valued which
allows hotels to improve image in the eyes of customers.
One of the other main reasons which shows that artificial intelligence allow hospitality
sector to increase their sales and retain customers as well as employees. In the context of Hilton
hotel it is stated that it believes that employees’ satisfaction is must for their success and for that
it is important for them to provide them a secure working environment (Okumus and et.al.,
2019). Artificial intelligence has a feature and ability to protect company from hackers and
breaching of all important informations. Machine learning and analytical helps company in
identifying as well as fixing threats. It keeps all data or informations of the hotel safe and secure
whether it is related to employees and others. It increases employees and customers retention.
Ways of making use of AI technology in firm
There are several steps which needs to be followed by companies in order to develop,
implement and making an effective use of artificial intelligence in their organization for
improving their productivity (Qingyang and White, 2019). Before making use and developing AI
it is important for company to understand each type of data and element of AI such as: machine
learning, deep learning, cognitive computing etc. After that company needs to align their
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objectives with AI and analysing as how it can help them out in accomplishing their goals and
increasing their productivity. So, it can be said that by following all steps, company can use AI.
There are several other ways and reasons of using AI such as: solving problems across the board,
improving customers experience and providing predictive analysis.
It is also stated that by creating customer centric search, targeting customers, creating
effective sales processes, empowering store workers and implementing virtual assistant company
can implement and use AI in an effective manner (Fountaine, McCarthy and Saleh, 2019).
Virtual assistant and Chatbox are main technologies which are mainly being used by hospitality
sector and other companies like Alibaba, face book, Amazon, Hilton hotel (Suresh and Rani,
2020).
Research Methodology
Research types
There are main 2 types of research which shows a form in which data is being collected
by researcher. Qualitative and quantitative are 2 research types which allows researcher to collect
data relevant to the topic and accomplish their goals. In the qualitative research type, scholar
collects non-numerical data or collects it in the form of words. On the other hand, in qualitative
research type, researcher collects data in numerical form (Kumar, 2019). All those informations
which are being collected in the form of numbers is known as quantitative type. The nature of
this topic is identifying importance of AI so, for this study, scholar will make an effective use of
qualitative research.
Research approaches
Research approach refers a plan which consists of some steps of broad assumption of
collection, analysis and interpretation of data. It is also have 2 types in which researcher collect
data. The decision of selecting research approach depends upon the research type. Inductive and
deductive are 2 approaches of research. For example: inductive approach suitable with
qualitative and deductive is suitable with quantitative research. Inductive approach is all about
generating a new theory and in deductive approach, researcher develops an existing theory.
Generating a new theory is better and effective than developing an existing theory. The type of
this research is qualitative so researcher will use inductive research approach. There is other
main reasons of selecting this approach which is it increases knowledge of researcher when it
develop new theory at his own.
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Data collection
Data collection is known as one of the important element of research methodology
because it allows researcher to collect data relevant to the topic and complete further processes.
There are 2 types of collecting data such as primary and secondary. In primary data collection
researcher collects all those informations which never being used before by anyone and it is also
known as first hand data. It allows researcher to make their study accurate and reliable. Some
sources from which these informations can be collected include: questionnaire, survey and others
(Yeakley, and Caballero, 016). Whereas, in secondary data collection, researcher collect second
hand data which may be used before by other researchers for the same nature of study. For this
research, scholar will use both type of data collection and mainly focus on secondary data
collection. For this study researcher will make an effective use of questionnaire as a primary data
collection.
Data analysis
Data analysis is other main important elements which allow researcher to make the study
successful, accurate, and reliable and validate. After collecting data, data analysis is must
because several researchers believe that whatever informations they get are not reliable all the
time. They feel requirements of changes in those collected informations and with the help of
effective data analysis tools they modify data and make them reliable. Qualitative and
quantitative are 2 types of data analysis by which they can analyse data. For qualitative research
and data collected in non-numerical form, researcher use qualitative data analysis tools. For
quantitative and numerical data, researcher use quantitative tools. For this study, researcher will
use thematic qualitative data analysis tool.
Sample
Target group refers sample. It is important for researcher to target some people in order to
collect data from them and the process which they use for targeting group is known as sampling.
Random and non random are 2 types of sampling by which researcher target people for
collecting data. In random sampling method, researcher targets a group of people randomly as
they do not set any criteria of targeting people (Elfil and Negida, 2017). On the other hand, in
non random type, scholar target a group of people on the basis of some elements like experience
which people have, their age, gender, knowledge etc. Selecting people by setting criteria is
known as non random. For this study, researcher will use random as it makes target people and
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other people feel valued. 20 Samples are being selected for this research and all selected people
are employees of Hilton hotel.
Ethical consideration
Conducting research in an effective and ethical manner is also important for researcher to
have an effective image in the eyes of viewers and making the study successful. Ethics refers
moral principles which allow researcher to identify difference between the right and the wrong
(Cascio and Racine, 2018). There are some codes of ethics which need to be considered by
researcher while conducting research such as:
 To not force anyone to participate in research study.
 To make data o participants safe and secure.
 To complete all processes of research in a effective manner and do not hurt anyone.
 To keep privacy of company for which researcher work.
Discussion and Findings
By making use of primary and secondary data all information’s related to Ai can be
discussed . In the context of advantages of artificial intelligence different people have different
perceptions and in this context some people believe that AI plays an important role and it is one
of the main key of the success of their hotel. They also believe that it makes them able to reduce
errors and improve productivity by delivering qualitative products and services to customers. On
the other hand, some people said that speed and automation of process which reduces time is
main advantage which their hotel can take by AI.
It is important to know that whether people believe on Ai or not and in this context it can be
said that AI has an ability which allows employees, people to take moral decisions or not. So, in
this context, some people believe and said that they can trust on AI and it will most resemble
people building as well as training. It is being developed in a manner that acts morally and have
ability to take decision in an ethical manner. Whereas, some employees are there who believe
that AI is just a machine and it does not have ability to identify the difference between the right
and the wrong so, they said that they do not trust as their company can take moral decision with
the help of AI.
In the context of disadvantages of AI is being identified which employees of Hilton think
that it can have on their performance. So, in this regards to some employees said that AI is
putting their job in danger and at risk because with the help of AI, most of functions are being
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done by which company does not require labour. So, it is one of the main disadvantages. Rest of
employees said that implementation of AI is costly and their is lack of creativity. People have
abilities to use their knowledge and skills and bring creativity and innovation in an organization.
But AI cannot do this.
RECOMMENDATIONS
On the basis of above discussion it is identified that making use of AI to the great extent
is putting employment of people at risk which is one of the negative impacts on the society and
economy as well. So, it can be recommended to hotels that they should make use of AI to some
extent. It can also be recommended that company should focus on using skills of employees as
they bring creativity and innovation and by prioritizing and giving preference to employees over
AI, company can increase employees’ retention.
CONCLUSION
From the above study it has been summarized that artificial intelligence played a vital
role in a hospitality sector. It allows them to increase their productivity and customers’
satisfaction because this trend and tool has several features and technologies. It has shown
reasons and all those technologies of AI which has made companies of hospitality sector able to
accomplish their goals, making they differ than others, increasing productivity and customers
retention rate. Further, this study has discussed importance of research methodology as how it
allows researcher to accomplish the main goal of the study. It consists of several elements like
data collection, sample, research design, approaches and others by which scholar collect and
analyze relevant data. Lastly, it has discussed some barriers and problems which companies face
in implementing and using AI in their organization along with some ways of solving all those
problems.
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REFERENCES
Books and Journals
Bowen, J. and Morosan, C., 2018. Beware hospitality industry: the robots are
coming. Worldwide Hospitality and Tourism Themes.
Brynjolfsson, E., Rock, D. and Syverson, C., 2017. Artificial intelligence and the modern
productivity paradox: A clash of expectations and statistics (No. w24001). National Bureau
of Economic Research.
Elfil, M. and Negida, A., 2017. Sampling methods in clinical research; an educational
review. Emergency. 5(1).
Fountaine, T., McCarthy, B. and Saleh, T., 2019. Building the AI-powered organization. Harvard
Business Review. pp.63-73.
Hilton, C.B. and et.al., 2020. Personalized predictions of patient outcomes during and after
hospitalization using artificial intelligence. NPJ Digital Medicine. 3(1). pp.1-8.
Jackson, P.C., 2019. Introduction to artificial intelligence. Courier Dover Publications.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Lu, H. and et.al., 2018. Brain intelligence: go beyond artificial intelligence. Mobile Networks
and Applications, 23(2), pp.368-375.
Okumus, F. and et.al., 2019. Strategic management research in hospitality and tourism: a
perspective article. Tourism Review.
Qingyang, S.L. and White, M.S., 2019. Mapping the artificial intelligence (AI) technology
strategies of Chinese internet firms.
Yeakley, D.D. and Caballero, A.M., Hand Held Products Inc, 2016. Data collection system
having reconfigurable data collection terminal. U.S. Patent 9,256,772.
Suresh, A. and Rani, N.J., 2020. Consumer Perception towards Artificial Intelligence in E-
Commerce With Reference to Chennai City, India. Journal of Information Technology &
Economic Development, 11(1).
Cascio, M.A. and Racine, E., 2018. Person-oriented research ethics: integrating relational and
everyday ethics in research. Accountability in research, 25(3), pp.170-197.
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