Improving Hotel Service Quality with AI: A Case Study of Four Seasons

This report investigates the role of Artificial Intelligence (AI) in enhancing service quality within the hospitality sector, specifically focusing on the Four Seasons Hotel. The study explores the implementation of AI as a form of innovation to improve hotel operations and customer service. It examines the benefits of AI, such as customized solutions, automated room adjustments, and improved security features like facial recognition, aiming to increase customer satisfaction and gain a competitive edge. The research employs a quantitative research design, utilizing both primary and secondary data collection methods, including questionnaires and literature reviews. A random sampling strategy will be used to collect data from 30 employees of the Four Seasons Hotel. The report aims to answer key research questions about the concept, benefits, and implementation of AI in the hotel, and its impact on service quality and customer experience. Ethical considerations, including informed consent and confidentiality, are also addressed. The findings will offer insights into how AI can transform hotel services and provide valuable recommendations for the Four Seasons Hotel to enhance its market performance and customer satisfaction.

Concepts and Innovation in
Hospitality
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CONTENTS
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
BACKGROUND OF STUDY/RATIONALE.................................................................................3
RESEARCH QUESTION...............................................................................................................4
Aim..............................................................................................................................................4
Objective......................................................................................................................................4
Research Questions......................................................................................................................4
RESEARCH DESIGN.....................................................................................................................5
DATA COLLECTION METHOD:.................................................................................................5
SAMPLING STRATEGY:..............................................................................................................6
SAMPLE SIZE AND TYPE OF PARTICIPANTS:.......................................................................6
ETHICAL CONSIDERATION.......................................................................................................6
PROJECT TIMELINE.....................................................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
The hospitality industry is one of the most competitive sector among all the other industry as
there are lot of changes that introduced daily by the players performing in this sector that further
result into affecting the services offered by other by increasing competition. These competitive
factors are increasing day by day in hotel industry which creates the importance of innovation
within the operations performed and services offered by a hotel. This is so because by brining
innovation in services or practices, it become easier to serve with new benefits that help in
keeping the customer engaged with a hotel and achieve maximum satisfaction. In order to further
study about it the current investigation is conducted over Four Season hotel which is a British
hospitality company that maintain the chain of hotels throughout the world in order to
accommodation related services (Souto, 2015). The current report focuses over the artificial
intelligence within the operations performed by Four season hotel as a innovation in order to
investigate the ways in which it is helpful in improving the quality of services offered by hotel.
This is so because the Artificial intelligence has now become an emerging concept which is
adopted by several industries in order to simplify the operations as well s improving the quality
of services. So, this study put emphases toward determining the benefit that it will get by
implementing the artificial intelligence within the services offered as well as operations
conducted by the hotel.
BACKGROUND OF STUDY/RATIONALE
The artificial intelligence has now become a part of this world where several industries
and business are adopting it to improve their operational practices as well as enhancing the
quality of their product or services. But, this concept so not fully implemented in the hotel
industry as it involves operations that are more lied on personal interaction among the customers
and staff members. But with the increasing demand for technology driven services, hotel
industry has also created a space for implementing new techniques and technology to bring
innovation within their services (Pivčević and Garbin Praničević, 2012). By adopting and
implementing the artificial intelligence, hotels can improve the quality of services by providing
most customised and personalised solution to the customers in order to improve their stay as well
as provide satisfactory experience to them through their offering. In this with the help of
artificial; intelligence a hotel can provide customers with a option to automatically change the
environment of their room like adjusting temperature, light, curtains etc. with the help of voice
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assistance, automatic check in check out, face recognition option from security or room lock etc.
These are certain benefits that a hotel can offer its customers to enhance their experience while
their stay in hotel (Wang. D., 2019).
The main rationale behind conducting this study is to s=determine the importance that a
regular innovation anticipation haven within hotel and manner in which it is helpful in improving
the quality of services as well as customer satisfaction regarding the services they are availing.
The study is conducted to put light over the fact that how the artificial intelligence can be helpful
for the Four Season hotel in improving its service quality so that it would be able to improve its
market performance as well as achieve competitive edge.
RESEARCH QUESTION
Aim
To investigate about the role of Artificial intelligence in improving quality of services
within a hotel. A study on Four Season hotel.
Objective
 To study about the concept of artificial intelligence as a innovation ion hotel.
 To determine the benefits that Artificial intelligence as a innovation bring in Four Season
hotel.
 To identify ways in which Four Season hotel can improve its service quality using
innovation.
 To ascertain the relation between adopting artificial intelligence within operations of
Four Season hotel as well as improving quality of service.
Research Questions
 What is the concept of artificial intelligence as innovation in hotel?
 Enlist several benefits that Artificial intelligence as innovation brings to Four Season
hotel?
 In which ways does Four Season hotel can improve its service quality using innovation?
 What is the relation between adopting artificial intelligence within operations of Four
Season hotel as well as improving quality of service?
RESEARCH DESIGN
The research design plays a significant role within the success of an investigation as the
outcome of study also depends over the type of research design adopted for gathering and
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presenting the data about particular area of concern. There are mainly three type of research
designs that are considered by an investigator such as qualitative, quantitative or mixed method.
Among all these for the present study the quantitative research design will be consider by the
investigator, which allows in gathering the quantified data that further help in presenting the
accurate and most appropriate fact about a particular thing or information to represent its validity
(Kumar, 2019). With the help of quantitative data the researcher can present the level of benefit
that artificial intelligence will provide to the hotel. This will a support the Four Season hotel in
determining the importance of this innovation in improving quality of services offered by it and
manner in which it is helpful.
DATA COLLECTION METHOD:
It is the sources or medium that are used by the investigator in order to gather the
information about a particular area of study. there are mainly two sources from which data is
gathered such as primary and secondary sources of data collection and for current study both the
sources of data collection will be used. Among them the primary sources of data collection is one
where direction information is gathered from the respondents or people that are connected with a
particular event, concept or situation over which the study depends and due to which it is also
known as first hand data collection method. The primary data is mainly gathered using
questionnaire, interview, focused group etc. and in order to gathered primary data for this study
the questionnaire will be used (Lu, Berchoux, Marek and Chen, 2015). This is so because
questionnaire is one of the most convenient method of gathering data that maintain the accuracy
in formation by adjusting the response to certain criteria in each question being asked which
make it easier to analyse and provide valid information. Additionally it also help in gathering
view point of larger number of people at a time in less possible duration which saves both cost
ad time.
On the other side the second data collection method is where the information is gathered
from already published data by some another scholar previously over similar kind of study area.
The secondary data is more reliable and accurate as the information available in it is thoroughly
accessed and presented before getting published. The sources through which secondary data will
be collected are books, journals, articles etc. By collecting secondary fata research will get
certain idea about the area to which he/she must move forward using primary investigation to
accomplish this study and answer the research questions in more justifiable manner.
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SAMPLING STRATEGY:
Sampling is defined as the process of forming up a group of people who can provide
evident to the study conducting on behalf of whole population so that research outcomes can be
extract in term of research questions formed earlier. The sampling is mainly performed using two
methods such as either probability or non-probability method. Among these two the probability
method will be considering under this study as it provides equal chance to individual being
selected as respondents (Omland and Thapa, 2017). Other than this there are several strategies
through which a probability sampling can be performed such as convenient sampling, random
sampling etc. Among these two random sampling strategy will be used which allow researcher to
selected people on random basis without any pattern that avoid the chance of being bias in
selection.
SAMPLE SIZE AND TYPE OF PARTICIPANTS:
In order to gather the information about current study area the sample size would be 30
employees of Four Season hotel which will be selected with the help of random sampling
strategy under probability method of investigation.
ETHICAL CONSIDERATION
While performing an investigation there are number of ethical issues that a researcher
may confront with and that can affect the quality of outcome. Therefore, to avoid this issue the
researcher will adopt certain ethical consideration in this study so that each and every activity
can be performed in ethical manner (Mackey and Gass, 2015). This includes informed consent
where the participants in study will be provided with the main aim behind study so that they can
provide with more genuine answer without any kind of biasness in their response. other than this
the principle of confidentiality in ethics will also be adopted where the personal information of
respondents will be kept secret and will not be presented in public along with published data in
any manner so that they remain away from any kind of issue that may harm them.
REFERENCES
Books & Journals
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
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Lu, C., Berchoux, C., Marek, M.W. and Chen, B., 2015. Service quality and customer
satisfaction: qualitative research implications for luxury hotels. International Journal of
Culture, Tourism and Hospitality Research.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge
Omland, H.O. and Thapa, D., 2017, May. Methodological approach for identifying mechanisms
in ICT4D: A critical realism perspective. In International Conference on Social
Implications of Computers in Developing Countries (pp. 182-193). Springer, Cham
Pivčević, S. and Garbin Praničević, D., 2012. Innovation activity in the hotel sector–the case of
Croatia. Economic research-Ekonomska istraživanja, (1), pp.337-363.
Souto, J.E., 2015. Business model innovation and business concept innovation as the context of
incremental innovation and radical innovation. Tourism Management, 51, pp.142-155.
Online
Wang. D., 2019. Hotel Technology trend. [Online] Available through: < revfine.com/hotel-
technology/>.
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