Impact of AI Technology on Hospitality Growth: A Hilton Hotel Analysis

This research project investigates the impact of Artificial Intelligence (AI) on the growth of the hospitality industry, with a specific focus on the Hilton Hotel. The study aims to analyze how AI technology influences the growth and development of hospitality organizations, examining the role of technology, the implementation of AI, and providing recommendations for effective integration. The research employs a qualitative approach, utilizing a questionnaire for primary data collection, with simple random sampling and thematic data analysis. The literature review explores the role of technology in the hospitality sector, discussing various forms of technology and their impact on business operations, customer satisfaction, and competitive advantages. Findings highlight the importance of AI technology for the hospitality industry, emphasizing its positive impact on customer satisfaction, business growth, and competitive capabilities. The research concludes that AI-enabled technology is crucial for the survival and growth of hospitality organizations, offering significant benefits in terms of customer service and operational efficiency.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................6
RESEARCH METHODOLOGY..................................................................................................11
Research type.............................................................................................................................11
Research approach.....................................................................................................................11
Research Philosophy..................................................................................................................11
Data collection...........................................................................................................................12
Sampling....................................................................................................................................12
Data analysis..............................................................................................................................13
Ethical consideration.................................................................................................................13
Reliability and validity..............................................................................................................13
Research limitation....................................................................................................................14
DATA ANALYSIS.......................................................................................................................14
RESULT & DISCUSSION............................................................................................................21
REFERENCES................................................................................................................................1
Questionnaire..............................................................................................................................5
RESEARCH PROPOSAL........................................................................................................6

Abstract
This research has involved investigation about AI and its impact on growth of hospitality
industry. Aim of the research was to analyse impact of AI technology on growth of hospitality
organisation. Use of AI is increasing at very fast pace and hospitality industry is one of the very
important industry using AI enabled technology and to understand how AI impact growth, this
was reason for carrying out this research. For the purpose of this research Hilton Hotel was
considered and one of the reason for selecting Hilton Hotel was that it is one of the biggest
hospitality organisation and also is highly active in use of technology in organisation. This
research is qualitative research and in this research data collection and analysis will take place
through the approach of qualitative research. The research was primary research in which
questionnaire was used for the purpose of collection of data. Sampling for collection of data was
simple random sampling and thematic data analysis was adopted for the purpose of this research.
In order to develop context of primary research literature reviews was conducted so that primary
research can be effectively carried out. Results outline that majority of participants consider that
AI technology is important for hospitality industry and majority of participants also agree that
Hilton Hotel uses effective technology and concerned with positive impact of technology
participants consider customer satisfaction be very important. Conclusion of the research is that
use of technology have become very important for growth and survival and have not remained as
choice of organisations. AI enabled technology can provide several benefits to hospitality
organisation regarding their growth and competitive capability.

INTRODUCTION
Technology has become central to effective in functioning of all industry and economic
sectors and hospitality industry is also increasing use of technology in its operations and
functioning. Artificial intelligence that is advanced form of Technology is being significantly
used and leveraged by hospitality organisation and in this they are using technology in several
ways.
Artificial intelligence is concerned with the simulation of human Intelligence and
machine that a program to think like humans and act like humans. As stated by Cui, van Esch
and Jain, 2021 Artificial Intelligence can be applied for any machine that exhibit features
associated with human mind that is learning and problem solving. Technology enabled with AI is
capable of performing several activities and tasks that conventionally are carried out by humans.
This includes decision making and identifying solution of problems. Technology enabled with
AI can perform several task that are carried out routinely and does not involve frequent changes
in task and activities. Technology enabled with artificial intelligence is continuously improving
through deep learning and this is creating Paradigm shift in how it is used in different industries.
According to Yadav and Pavlou, 2020 increasing requirement of personalization and data
analysis for improved decision making is requiring that hospitality organisations utilise
Technology for personalization and data analysis. However these are only few benefits of using
AI enabled Technology among other. Case study for this research that is Hilton Hotel also use AI
enabled technology to improve its practices and developed whole New AI enabled concierge
robot that is known as Connie and this robot is transforming experience of Guest in hotel.Connie
is considered as first ever enabled robot that has height of 2 feet and perform activities just like
human concierge. Attributes of Connie that has been developed by Hilton Hotel include-
 Uses travel databaseWayBlazer
 It is based on Watson AI of IBM for computing intelligence
 Provides real time recommendation to guest for sites that are visit worthy and attraction
 Is able to answer queries of customers in the spot
 Is able to learn from frequent customer interaction to refine its responses
 Give excellent care and support as robot concierge

AI enabled Technology is being used for hospitality organisations and administration and
functioning of regular task and activities of organisation as well as for increasing customer
satisfaction and providing them improved service. Encouraged by increasing use of AI enabled
technology and robots in hospitality industry this research is being carried out to understand role
and importance of AI technology in hospitality industry and its growth.
Hilton Worldwide
Hilton worldwide holding Inc. Formerly known as Hilton hotels Corporation is an
American multinational hospitality company. It was founded in 1919 in Cisco Texas United
States bye Conrad Hilton. Companies headquartered at Virginia United States and operate at
6478 locations worldwide. Key products of the company are hotel and resort and employ around
173000 employees. Hotel manages and franchises broad portfolio of hotel and resorts. Titan
worldwide has it existence in around 118 country and corporate around 983 465 room. Hotels
690 hotels are managed and 5405 hotels are franchised. Number of locations and rooms operated
by Hilton worldwide exhibits significant presence all over the world. Hilton Hotel has 18 brand
across different market segments Conrad hotel and resort Hilton hotel and resort Double Tree by
Hilton are among other brands operated by Hilton Hotel. Providing high class and luxurious
Hospitality Services competitors of Hilton Hotel include Marriott, IHG, Hyatt, Holiday Inn,
Intercontinental, Four Seasons and Peninsula hotels.
The research is best on impact of technology on growth of hospitality industry and case of Hilton
Hotel has been considered for the research. Aim and objective of this research are-
Aim:
To analyse the impact of AI technology on growth of hospitality industry. A research on Hilton
hotel.
Research Objectives:
 To evaluate role of technology in hospitality industry
 To analyse impact of AI technology on growth of hospitality industry
 To investigate implementation of AI technology in hospitality industry
 To recommend how AI technology can be effectively implemented.
Research Questions:
 What is the role of technology in hospitality industry?

 How AI is impacting on growth of hospitality industry?
 What are the ways for implementation of AI technology in hospitality industry?
 How AI technology can be effectively implemented?
LITERATURE REVIEW
Theme-1 Role of technology in the hospitality industry
Type of technology
Kabadayi and et.al., (2019) said that there are various forms of technology that is being
used in the hospitality industry. Right from Wi-fi, digital conference, smart room keys, and many
more, are the important part of the hospitality industry. it would not be wrong to said that the
technology is an integral part of the hospitality industry which lead to the running and
performance of the business operation. Use of CCTV cameras for the security of the guest are
also very common in this industry. Technology and the hospitality business operations are two
simultaneous factor that operate in co-ordination.
Likewise, Padrón-Ávila (2020) also said that apart from the use of technology in the
business operation of the hospitality industry, the role of such technology begin from starting.
This means nowadays the concept of online booking is very common. This means that with the
use of technology it would not be wrong to said that the area of operation of the hospiut5aolity
industry got more widen up. With the inculcation of technology in the hospitality industry they
can not only able to attract the customer but at the same time also achieve their objectives too.
Role of technology:
Khatri (2019) illuminates that the technology plays an important role in the hospitality
industry. Right from the performance of the business operation till assisting it towards the
direction of its objective, technology plays an important role. With the incorporation of
technology in the hospitality sector and its operation the efficiency of the operation and the
sector got risen up. Likewise, with the use of technology the sector is able to serve better to their
guest in the form of raising their comforts and enabling them better services.
However, on a critical note Kansakar, Munir and Shabani (2019) argued that the
involvement of technology in the hospitality industry plays an adverse role in terms of affecting
the business of the sector. This means that when technology is being inculcated in the business
operation wherein apart from online booking, reviewing segment also included. People with the
use of this segment can affect the image of the hospitality sector and the concerned hotel in a

severe manner. This is because any wrong and negative comment and review over that section
will not only affect the image of the hotel but its entire business will also be affected in terms of
affecting its sales and the revenue. Thus, it would not be wrong to said that apart from positively
impacting the hotel industry, use of technology is having a serious adverse impact too.
However, Rahimi and et.al., (2017) elucidates that the role of technology boosts the sales
and the revenue of the entire industry. This is because with the use of technology in the industry
its scope and the area of operation has raised up. This means that now the hotel industry is not
limited up-to the area of its location but with the use of technology they can serve at global level
too. Technological inculcation enables the hotels to serve their services across the globe. Thus, it
means that with the use of technology, guest can make their reservation from any part of the
world.
However, critically Buhalis and et.al., (2019) annotates that although the scope and area
of operation has widened up but it will give rise to raising the intensity of competition. This
means that with the use of technology and widening the scope the level of competition at the
global level has also risen. As now the hotels are competing at the global level so the intensity of
competition has also risen because now along with competing in the home country they have to
compete at global level too. Along with rising the level of competition the sales and the profit of
the entire industry is also affected.
Kandampully, Zhang and Jaakkola (2018) also said that the role of technology in
hospitality sector has risen its success in terms of leading their business as new lead. This is
because with the use of technology, now the hotels are able to better serving their guest in the
form of availing them technologically advanced services. With the use of technology in the form
of smart keys, guest are free with regard to their safety. Likewise, using of CCTV cameras in the
hotel premises will also lead to the raising the safety not for the guest but with respect to hotels
too. Likewise, use of online booking facility and the digital payment also make the transaction of
the customers with the hotels as much easy and convenient. In the same way use of technology in
the form of Wi-Fi or other technologically advanced features also lead to raising the level of
guest satisfaction which will again lead to benefits the hotel in terms of availing better rush and
crowd of customers. it will act as a word to mouth promotion of the concerned hotel.
On the contrary to this, Mmutle (2017) critics that the use of technology in the hospitality
sector has broaden and double up its expenses. This is because with the inculcation of technology

in the business operations, the amount of expenses of the hotel also got risen up. This means that
right from installation of new technology, till its upgradation and maintenance, hotels have to
spend a lot of amount over that. Thus, if the hotels will not get the adequate percentage of sales
in terms of guest then they may also fall in the situation of loss because incurring these expenses
are counted as fixed expenses which they have to incurred whether they got adequate guest or
not. Thus, it would not be wrong to said that along with bringing profits and revenue towards the
business, the percentage in the form of technological adaptation is also very high which the hotel
industry need to bear.
Impact of AI Technology on Growth of Hospitality Industry
As stated by Yang, Henthorne and George, 2020 artificial intelligence is advanced form
of Technology in which simulation of human intelligence in machine is used to carry out
different organisational activities. Artificial Intelligence can make a significant impact on growth
of hospitality industry. AI has made impact on how hospitality industry, used to operate and
perform previously in several elements of hospitality are included. Artificial intelligence
Technology can make impact on growth of hospitality industry by enabling it to increase
personalization and improve customer experience. Artificial intelligence enables organisations to
collect and use information about its customers and on the basis of customers information and
data hospitality organisation can make positive effect on it growth and development. Artificial
intelligence can contribute in growth of hospitality industry in several ways and this includes
saving time and cost by means of automation and optimisation of routine processes in hospitality
industry. In addition to this artificial intelligence also contribute in growth of hospitality industry
by improving capability of human resources in organisation through its assistance. Artificial
intelligence enables improved decision making in organisation and through this result of decision
also becomes better.
In words of Samala and et.al., 2020 Artificial intelligence can help hospitality industry
and its operational activities and at the same time also increase is regular or operational
efficiencies of organisation and enables to make faster decisions. Concerned with growth one of
the very important element is ability of organisation to complete industry and artificial
intelligence enables organisations to make decisions to outperform competitors. AI help
organisations in getting information and data about competitors and through this information and
data they can make decision to perform better than competitors and this way AI contributes in

growth of hospitality industry. Is powered by algorithms and data driven logic and this is going
to make significant impact on growth of hospitality organisation. With help of AI organisations
can improve convenience for customers such as customers can the content of website of
organisation in their native language. This increase is there convenience and they are better able
to understand offerings of hospitality organisation they are interacting with. Hilton Hotel has 18
brand across different market segments Conrad hotel and resort Hilton hotel and resort Double
Tree by Hilton are among other brands operated by Hilton Hotel. Providing high class and
luxurious Hospitality Services competitors of Hilton Hotel include Marriott, IHG, Hyatt, Holiday
Inn, Intercontinental, Four Seasons and Peninsula hotels.
Buhalis and et.al., 2019 has opinion industries using several forms of AI powered
Technology and in this person customer service with use of AI is also a way in which air can
impact growth of hospitality organisation. With help of this technology introduction of air
powered Hotel concierge robot. With help of AI powered Hotel concierge robot hospitality
industry can decrease wait time in line provide increase efficiency in hotel operations and can
surprise get in hotel with innovative and unique tool. In this use of chatbots have become very
normal in hospitality organisation as many of the big hospitality organisations are using chatbot
for communicating with guest and with the help of this they can also provide customer service.
Overall AI powered technology has affected hospitality industry in several ways and is also
making significant impact on its growth. Organisations that are able to adopt and operate with
application of technology are able to grow faster and better than their competitors and
organisation who are not able to adopt advanced technology and AI powered technology.
Implementation of AI technology in hospitality industry
As stated by Cain, Thomas and Alonso Jr, 2019 there are several ways in which a
technology can be implemented in hospitality industry. In person customer service is a way in
which AI powered Technology can be implemented in hospitality industry in which AI powered
robot included. Power Technology has significant potential to grow in future and robots that are
powered by artificial intelligence are presently also able to deal with basic problems that guest in
hospitality organisation face. Concierge robot is also an Technology included through which in
person customer service can be provided by AI powered Technology. This is also a way through
which AI technology can implemented in hospitality industry. Data Analytics include collecting

and data from different sources and analysing them in such a way that organisations can use
them for decision making. This data can be of several types including data regarding market
factors competitors and customers of the organisation. Data available in in large quantity enables
to get important information and decisions become more reliable. For example, data about
customers enables hospitality industry to make decisions that are personalized and customised.
Bowen and Morosan, 2018 says that Chatbots and messaging has become very common
Technology that is being utilised in hospitality industry. Chatbot and messaging are AI powered
technology in which customers queries and problems can be solved by AI Technology. In this
questions that customers are most likely to ask from customer service they are developed in
machine and their answers are also developed in technology that whenever customer ask that in
question AI can answer them. Through this time and efforts of employees can be saved and they
can focus on important task. Booking and staff interaction is also a way through which AI
powered Technology can help hospitality industry and this can be implemented in hospitality
organisations. AI enables customers to make hospitality service booking and this can be done
through website and different channels that hospitality organisation develop. AI enabled
technology can be used by customers to book isolated and preferred dates. In a same way will
also enable hospitality organisations to effectively predict utilities uses in which they can
improve their revenue management and help environment with energy water and waste
monitoring tools.
Li, Bonn and Ye, 2019 states that other than operations of hospitality organisations from
which they provide services to customers Technology also enables effective functioning of
hospitality organisation. This include smart hiring by hospitality organisations in which they can
make hiring using AI enabled Technology. Hospitality organisations can use machine learning to
hire Hotel employees in which they can go beyond resume model of hiring. In hiring through AI
Technology hospitality organisation uses personality profile of existing team member and
selection test based on gamification through which AI enabled Technology can determine
whether a candidate is suitable for organisation or not. This can save time and effort of
hospitality organisation which is consumed buy long hiring process.

RESEARCH METHODOLOGY
Research type
It refers to the type of research which is being implemented in the research project. There
are generally two types of research which includes qualitative and quantitative. Qualitative
research includes the use of non-numerical. This means that under this research non-numerical
data in the form of text, audio and videos are used (Bansal, Smith and Vaara, 2018). Here the in-
depth study concerning the research is being performed. On the other hand, quantitative research
is concerned with the use of numerical figures and facts. Here statistical and mathematical
research is being performed over the quantifiable data (Aspers and Corte, 2019). With regard to
the current study, qualitative research is being performed. This is because to create and have a
better justified explanation with regard to the topic. Also with the use of qualitative research an
in-depth research of the topic will be made possible.
Research approach
It refers to the plans and procedures with regard to the research. It is also of two types
including inductive and deductive approach. Inductive research is concerned with the research
questions and on the basis of that the data is being collected, which is again use to generate
hypothesis and observation. Here a formation of new theory is being performed along with
looing the aspects with the new perspective. On the other hand, deductive approach is related and
begin with theory, this means that it initiates with theory and on the basis of which hypothesis
are generated that will lead towards the direction of data collection and analysis. Here the
existing theories are tested (Armat and et.al., 2018). With regard to the current research inductive
approach is chosen so that a new perspective can be developed and evolved with regard to the
topic along with justification of the qualitative research.
Research Philosophy
It refers to the belief of the researcher with regard to the in which data with regard to the
phenomenon is being gathered, analysed and used. It is of two types namely interpretivism and
positivism. In case of interpretivism the entire meaning and outcome of the research is concerned
with the interpretation of the research. This means that it is dependent upon the researcher belief
that what it thinks about a specific phenomenon. This philosophy works on the concept that
reality and knowledge are socially constructed by human beings, which means that whatever
they will belief will lead to the construction of the knowledge (Ryan, 2018). However, in case of

positivism, only those objects and events that are experienced directly should be taken for
scientific inquiry. Here the researcher will play its role in the form of observing the research
finding. Here the personal belief and perspective of the researcher is of no involvement. With
regard to the present research, interpretivism philosophy is used. This is because it will lead to
have a better justification with the qualitative and inductive approach wherein a new theory is
being developed with respect to the clarification of the objectives.
Data collection
It refers to the collection of the data that is being used by the researcher in the research.
Data can be of two types based on the source of collection namely primary and secondary data.
Primary data refers to the first hand data that is being collected for the first time. It is directly
collected from the source and it is of highest authenticity and validity. It can be collected from
the mode of questionnaire, survey, observation, interviews and many more. However, in case of
secondary data, information is being collected either from the primary sources and already
published information. This form of data is readily available. Books, journals, websites, articles,
and various other are counted as best sources of secondary data (Ruggiano and Perry, 2019). In
addition of this, it is to be noted that the collection period with regard to primary data is more in
comparison of secondary data, with respect to the current research, a combination of both the
qualitative and secondary sources of data will be used so that the more detailed and clarified
justification with regard to the topic is being presented.
Sampling
It is one of the important technique with respect to the research. Sample refers to a group
of population that is showing and interpreting the same qualities and feature that the entire
population present. Sampling enable the researcher to have an analysis of the entire population
and a large share of population in a short time. It is again of two types, probability and non-
probability sampling. In case of probability sampling, an equal chances of selection is being
given and available to every participant. This means that every member of the population have
equal chances of selection. This is also known as simple random sampling. However, in case on
non-probability sampling there is no equal chances of selection (Etikan and Bala, 2017). In-fact
in case of this sampling there are many cases that the members of the population have no
chances of being selected. However, with regard to this research probability sampling is being
implemented so that better explanation of the qualitative research is to be presented of the

presence of generalization concept in probability sampling. Likewise, it is also to be noted that in
order to perform this research, a sample of 30 respondents are taken.
Data analysis
It refers to the analysis of the collected data. This is an important part of the research
wherein the collected data is being analysed and interpreted. This step make the actual
performance of the research. In order to analyse the data there are usually two main methods
including the SPSS analysis and thematic perception test. With regard to the SPSS analysis the
numerical and statistical data is being analysed, while in case of thematic perception test,
qualitative and non-numerical data is being analysed and interpreted (Terry and et.al., 2017).
Thus, for the current research thematic test is implemented wherein themes regarding the topic is
being made and then an analysis of each theme is being performed. Data analysis is followed by
interpretation of the data wherein the analysed data are being interpreted on the basis of which
the conclusions and recommendations are drawn.
Ethical consideration
As no research can be performed without the involvement of ethical consideration. So
compliance of ethics and its concerned consideration will make the research complete and
justified. Ethics are the moral values and principle that every researcher need to consider before
initiating its research and while performing its research (Simelane-Mnisi, 2018). It is to be noted
that the justification of the objectives with regard to topic are an important part of the research,
while at the same time it is also very important that while collecting data and performing
research the ethical values and moral principles of the respondents and the society will not hurt.
In order to have a compliance of ethical consideration prior permission of the respondent with
the help of ethical form is being taken so that the research can be performed and executed with
the dual consideration of the respondents.
Reliability and validity
Like other element, it is also an important part of the research. This means that
maintenance of reliability and validity of research is very important for the researcher. As the
topic of any research is justified only if it contain valid and reliable facts and figures along with
concerned information. Thus, consideration towards the maintenance of this concept is very
important. In order to make this research valid and reliable only authentic sources of data is

being chosen and selected. Likewise, the views of authentic authors are also included in the
research so that it will be more reliable.
Research limitation
These refers to the limitations of the research that hinder the path of performance of the
research. With regard to this research the main limitation occurs in the form of shortage of time
and money. However, these limitations are overcome with the involvement of qualitative
research and various other concepts like thematic perception in analysis. This is done so that the
research will be justified with respect to its topic and objectives without affecting from its
limitations.
DATA ANALYSIS
Theme 1- Maximum number of participants were Agree that air technology is helpful in
growth of hospitality industry.
1 Do you think, AI technology
is important for the hospitality
industry to grow?
Frequency
 Yes 25
 No 5
Total 30

Interpretation
On the basis of about graphical presentation, it can be analysed that Most of the candidates
believe that AI technology is important for the hospitality to take growth and it is helping this
industry to Achieve success on the international level.
THEME 2- Majority of the candidates but I agree that technology used by the hotel Hilton
is effective and helping them to take competitive advantages
2) do you agree with the
technology used by the Hotel
Hilton is that effective
Frequency
Agree 15
Strongly agree 10
Neutral 2
Disagree 2
Strongly disagree 1
Total 30
· Yes · No
0
5
10
15
20
25
30
Chart Title
Series1

Interpretation
on the basis of above graphical representation, showing that majority of the employees were
agreed and strongly agreed that hotel Hilton is using AI technology effectively and taking
competitive advantages within the market where they are operating their business (Berendt,
Littlejohn, and Blakemore., 2020). Use of artificial intelligence technology is making them top in
the industry and continuously improvement in technology it’s providing beneficial to the hotel
Hilton.
THEME- 3 Maximum number of employees or participants believe that yeah technology
can have positive impact like customer satisfaction improvement an gaining loyalty of the
customers.
3) What are the positive
impact of AI technology for
the hospitality industry UK ?
Frequency
A. Improve customer
satisfaction
10
B. Higher profitability 8
C. Gaining loyalty of the
customers
5
D. Provide better services 4
Frequency
Agree Strongly agree Neutral
Disagree Strongly disagree Total

E. Make process easy 3
Total 30
Interpretation
On the basis of about data, it can be analysed that use of AI technology within the hospitality
industry of United Kingdom can have a positive impact and mostly it can provide a satisfaction
to customers becausr customers will get better facilities 8 employees believe that it can help
companies to improve their profitability and they can take competitive advantages within the
market where they’re operating their business.
Theme- 4 Majority of the participants believe that hotel Hilton is using various
technologies like online booking, smart keys and remote control windows to attract
customers.
4) Technology used by hotel
Hilton to attract customers ?
Frequency
 Online booking 3
 Smart keys 3
 Remote control
Windows
4
A. Improve customer satisfaction
B. Higher probability
C. Gaining loyalty of the customers
D. Provide better services
E. Make process easy
0 2 4 6 8 10 12
Chart Title
Series1

 All of the above 20
Total 30
Interpretation
On the basis of a line chart, it can be analysed that most of the participants says that Hotel Hilton
is using all the technology given in the options like online booking, smart keys, remote control
windows AI technologies. Individually three participant says online booking, three says smart
keys and remaining four says that remote control windows are being used by hotel Hilton that is
helping them to attract customers to take services related to hospitality so companies can achieve
their objectives and take competitive advantages.
Theme – 5 Maximum number of employees says yes that implementation of technology can
help companies to gain loyalty of the customer
5) Do you think technology
implemented by hotel in turn
is helping them to gain
customer loyalty ?
Frequency
Yes 23
· Online
booking · Smart
keys · Remote
control
Windows
· All of the
above Total
0
5
10
15
20
25
30
Frequency
Frequency

No 7
Total 30
Interpretation
On the basis of our data, showing that the 23 out of 30 employees says that yes technology
implementation can help company to gain customer loyalty and remaining 7 says no
(Nikolskaya, and at.al., 2019). This is showing that companies like hotel Hilton can use the
technology to gain loyalty of the customers by creating a good experience for guest and it will
also help them to create good brand image within the hospitality industry. it is necessary for
company too continuously use emerging technology to achieve success.
Theme- 6 Majority of participants give 4 rating which means that effectiveness of the
technology used by the hotel is good.
6) Rate on the basis of
effective use of technology By
the hotel Hilton ?
Frequency
 1 (very poor) 1
 2 (poor) 1
 3 (average) 8
 4 (good) 15
 5 (excellent) 5
Yes No Total
0
5
10
15
20
25
30
35
Frequency
Frequency

Total 30
Interpretation
On the basis of our picture, participants were ask to give rates according to their own opinions on
the basis of technology used by the hotel Hilton ineffective ways. In the rating of 1 – 5 , 15
participant says that it is good which means they give 4 rating, eight out of 30 says average, five
says excellent Anne remaining to say is very poor and poor. it means that the company is using
technology effectively and taking competitive advantages within the market and showing their
present in the hospitality industry
Theme – 7 Most of the employees believe that AI technology can create challenges during
the implementation like complexity in process, lack of knowledge, data and privacy.
7) Challenges faced by
organisations and
implementing AI technology at
their workplace ?
Frequency
A) Complex process 5
B) Knowledge about technology 5
c) Data privacy and security
concerns
5
Frequency
· 1 (very poor) · 2 (poor) · 3 (average)
· 4 (good) · 5 (excellent) Total

D) All of the above 15
Total 30
Interpretation
On the basis of a graphical representation, 15 out of 30 employees says all of the above because
they believe that all the given challenges can a occur like process complexity, lack of knowledge
in employees, and data privacy concerns (Yang, Henthorne, and George., 2020). it is necessary
for the leaders and managers of the hotel Hilton we use proper process of implementation, they
should ensure that employees should have a enough knowledge about technology including
themselves and also they should think about the data privacy and security so they can save from
leaking their important data.
Theme- 8- Recommendation to overcome the challenges from implementing AI technology
There are various recommendations That can be used by the hospitality industry of United
Kingdom to overcome the challenges from implementing a technology. it is necessary for the
organisations to use necessary process to implementation and there should proper process that
needed to be followed. it is necessary for the leaders and managers to use the process of
implementing tech technology at the workplace. after implementing the technology successfully
leaders and managers of the hotel Hilton, should ensure that employees have proper knowledge
A) Complex process
B) Knowledge about technology
c) Data privacy and security concerns
D) All of the above
Total
0 5 10 15 20 25 30 35
Frequency
Frequency

of technology and they should get training so they can learn how to use new technology at the
workplace and achieve success (Samala., and et.al., 2020). last but not least, leaders and
managers of the company should use privacy tools like VPN another technology that can be
useful for them to provide them a proper security and privacy so their data will be safe.
RESULT & DISCUSSION
Discussion
on the basis of above ligature review, researcher has been identified various type of technology
that can be helpful for the hospitality industry, author (Pelet, Lick and Taieb., 2019) Discussed
that emerging technology in the hospitality industry have huge role in the growth of hospitality
industry. trending technology that is mostly used by the hospitality organisations covered key
room cards, windows and gates, auto boats An online applications like this are helping this
industry to grow. it is necessary for the organisation to use new technology so they can they
completely advantages and without having the effective technology at the workplace companies
with indie hospitality industry cannot achieve success in their business. People with the use of
this segment can affect the image of the hospitality sector and the concerned hotel in a severe
manner. This is because any wrong and negative comment and review over that section will not
only affect the image of the hotel but its entire business will also be affected in terms of affecting
its sales and the revenue. Thus, it would not be wrong to said that apart from positively
impacting the hotel industry, use of technology is having a serious adverse impact too.
On the basis of about literature review (Jiang, and Wen., 2020) Discussed That AI technology
has huge role in the growth of hospitality industry where it is helping this industry organisations
to create a good experience for the customers by using the new technology features. AI
technology is being used to create good experience for the customers, similarly hotel Hilton is
also using various technology like automatic gates where there is no need of guard and it will be
automatically open without any support of human. similarly they also provide key cards that is
used to open the gates and also maintain the privacy of the customers and without the key card
no one can open the gate except the hotel staff. They have also implemented the security cameras
at work 24 into 7 which means customers are getting better security from the company. after
implementation of latest technology at the workplace feedback by the customers also increase

and most of the feedbacks are positive for the hotel Hilton and they are able to take competitive
advantages.
Above discussion also has to identify the process of implementation of new technology within
the workplace. Author (Mingotto, Montaguti, and Tamma., 2020) Discuss that it is necessary for
the leaders and managers of the company to use proper steps methods to implement the
technology. after implementing the technology successfully leaders and managers of the hotel
Hilton, should ensure that employees have proper knowledge of technology and they should get
training so they can learn how to use new technology at the workplace and achieve success. last
but not least, leaders and managers of the company should use privacy tools like VPN another
technology that can be useful for them to provide them a proper security and privacy so their
data will be safe.
RESULTS
As per the above research this report has been conducted study on impact of technology in the
growth of hotel industry of United Kingdom. In the result researchers was successfully collect
the useful information that will be helpful for the hotel Hilton to take competitive advantages and
take growth in the hospitality industry.
Questionnaire and interviews were conducted by the researchers to collect the research results.
30 employees should take participation and their research study give answer of the questions On
the basis of survey (Alrawadieh, Alrawadieh, and Cetin., 2021). According to this survey some
result has been identified like employees who were participated and this server aware about air
technology time they believe that it is helpful in growth of hospitality industry. it provides
information related to the hotel Hilton and it was identified that hotel Hilton is using the AI
technology effectively and also has been identified the positive impact of technology like it
increase the productivity and also satisfy customers.
About research also identify that hotel Hilton is using various technology like automatic gates
where there is no need of guard and it will be automatically open without any support of human.
similarly they also provide key cards that is used to open the gates and also maintain the privacy
of the customers and without the key card no one can open the gate except the hotel staff. It is
helping them to take competitive advantages. On the basis of our data, showing that the 23 out of
30 employees says that yes technology implementation can help company to gain customer
loyalty and remaining 7 says no. This is showing that companies like hotel Hilton can use the

technology to gain loyalty of the customers by creating a good experience for guest and it will
also help them to create good brand image within the hospitality industry. it is necessary for
company too continuously use emerging technology to achieve success. 15 out of 30 employees
says all of the above because they believe that all the given challenges can a occur like process
complexity, lack of knowledge in employees, and data privacy concerns (Kim., and et.al.,
2021). it is necessary for the leaders and managers of the hotel Hilton we use proper process of
implementation, they should ensure that employees should have a enough knowledge about
technology including themselves and also they should think about the data privacy and security
so they can save from leaking their important data.
In the end recommendation also provided by the participants that could be helpful for the hotel
Hilton.
CONCLUSION
As per the above study has been discussed on Artificial intelligence that is concerned
with the simulation of human Intelligence and machine that a program to think like humans and
act like humans. As stated by Cui, van Esch and Jain, 2021 Artificial Intelligence can be applied
for any machine that exhibit features associated with human mind that is learning and problem
solving. Technology enabled with AI is capable of performing several activities and tasks that
conventionally are carried out by humans. This includes decision making and identifying
solution of problems. Technology enabled with AI can perform several task that are carried out
routinely and does not involve frequent changes in task and activities. Technology enabled with
artificial intelligence is continuously improving through deep learning and this is creating
Paradigm shift in how it is used in different industries.
This study has been covered literature review on the basis of objectives and identify the role of
technology by then the hospitality industry an it also has been identified the use of AI technology
within the hospitality industry and its impact on growth. The study also has been discuss on the
implementation of AI technology and its impact both positive and negative. it also has been
covered research methodology that is helpful in identifying tools and techniques that was used
by the researchers to make this study successful. It has been used tools like primary research and
secondary research methods, data analysis tools like questionnaire which is a method of survey
an interview. it also has been included data analysis to represent the data through graphical

formation where it has been interpreted the data to collect useful and formation from the survey.
the study also has been discussed and provide the results that have been identified by the
researcher. Researcher has been discussed about researches and matter that I have been used by
them and also announced the results and outcomes from the whole study and also provide a
recommendation on the basis of them. It also has been find out the various strategies that can be
helpful for the hotel Hilton to take competitive advantages within the market whether operating
their business and they can use the AI technology to achieve success within the business. it is
necessary for the leaders and managers of the company to use a technology tools to achieve
success within the business.

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APPENDIX
4

Questionnaire
1 Do you think, AI technology is important for the hospitality industry to grow?
 Yes
 No
2) do you agree with the technology used by the Hotel Hilton is that effective
Agree
Strongly agree
Neutral
Disagree
Strongly disagree
3) What are the positive impact of AI technology for the hospitality industry UK ?
A. Improve customer satisfaction
B. Higher probability
C. Gaining loyalty of the customers
D. Provide better services
E. Make process easy
4) Technology used by hotel Hilton to attract customers ?
 Online booking
 Smart keys
 Remote control Windows
 All of the above
5) Do you think technology implemented by hotel in turn is helping them to gain customer
loyalty ?
Yes
No
5

6) Rate on the basis of reflective use of technology By the hotel Hilton ?
 1 (very poor)
 2 (poor)
 3 (average)
 4 (good)
 5 (excellent)
7) Challenges faced by organisations in implementing AI technology at their workplace ?
A) Complex process
B) Knowledge about technology
c) Data privacy and security concerns
D) All of the above
9) Recommendation to overcome the challenges from Implementation of AI technology
RESEARCH PROPOSAL
Title- Impact of AI technology on growth of hospitality industry.
INTRODUCTION
Technology is playing a vital role in growth of various sectors. This is because there are many
new and advance software and application used in their operations. Thus, it has made it easy for
business to improve their services quality (Ivanov, 2020). Along with that, there are many other
emerging technology as well such as VR, AR, etc. that is integrated with AI. Hospitality sector is
vast sector and is growing rapidly. There are variety of services and products being offered.
Robots are also used in offering services. AI are human machines which is programmed to
perform and work like human.
Aims and objectives
Aim – to analyse the impact of AI technology on growth of hospitality industry. A research on
Hilton hotel.
6

Objectives
 To evaluate role of technology in hospitality industry
 To analyse impact of AI technology on growth of hospitality industry
 To recommend how AI technology can be effectively implemented.
Research questions
1. What is the role of technology in hospitality industry?
2. How AI is impacting on growth of hospitality industry?
3. How AI technology can be effectively implemented?
Rationale – the main purpose of undertaking this research is to find out how AI is impacting on
hospitality industry. Besides that, there are many areas in which AI has been installed. This has
resulted in enhancing efficiency of companies operating in this sector. With that they are able to
expand in other market and improve quality of services. Furthermore, there is drastic change in
way of delivering services and gaining customer satisfaction.
Literature review
As said by (Pillai, and Sivathanu, (2020), the adoption of technology has become
common. It has led to boosting of growth of companies. AI is advance technology that has
enabled in providing a lot of solutions to hotels. The use of chat bots, robots, etc. has provided a
new experience to firms. It has enabled in solving of barriers easily. Besides that, customers are
getting high quality services instantly. Moreover, large data is stored by companies and then
analysed with help of AI. With that relevant and useful info is obtained. Thus, on basis of that
decisions are taken and strategies is developed.
Research methodology
Research philosophy-
Generally, there are two types of research philosophy that are positivism and interpretivism. The
researcher will apply positivism approach that will help in analysing impact of AI technology on
Hilton hotel.
Research method –
There are two types of research method that is qualitative and quantitative. For present research,
qualitative method will be used by researcher. It will help in collecting and analysing data
effectively so that specific results can be obtained (Yang, Henthorne, and George, 2020).
7