Digital Business and New Technologies Report: Hilton Hotels Case Study

This report delves into the significance of digital business and technology, focusing on the Hilton Hotels as a case study. It explores the importance of digital transformation, detailing the evolution and application of technologies like artificial intelligence (AI) and information technology (IT) within the hospitality sector. The report outlines specific technological platforms and software used, such as Google Assistant and chatbots, and examines their effectiveness as business tools for enhancing customer experience, streamlining operations, and improving profitability. Furthermore, it discusses the relationship between digital technologies and established business management theories, including scientific management, contingency theory, and systems theory, illustrating how these technologies influence management structures, decision-making processes, and overall business practices. The analysis highlights the impact of digital tools on the business operations and their positive effect on companies like Hilton hotels.

DIGITAL BUSINESS
AND NEW
TECHNOLOGIES

Contents
Table of Content
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Importance of digital business and technology...........................................................................1
Development of topic..................................................................................................................1
Detailed description of the technology used in this topic and what it is used for.......................2
Technological platforms and software are used in the topic.......................................................2
Type of business and organization uses the technology..............................................................2
Business tool and is this effective................................................................................................3
PART B...........................................................................................................................................3
Discussion on the nature of the relationship between digital technologies and both old and
newly emerging theories on business and management structures and practices........................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
A digital business is one that uses technology as an advantage in its internal and external
operation. Digitalization is being used in order to solve problems related to business. Many
organizations are being engaged in making use of artificial intelligence and automation for
achieving goals and objectives of business. Present report will lay emphasis on hotel Hilton. It is
global resort brand and American multinational hospitality company running business all around
the world. Report will focus on the importance of digital business and technology. It will provide
details about the technology that is being used in topic. Report will discuss on the nature of the
relationship between digital technologies and both old and newly emerging theories on business
and management structures and practices
PART A
Importance of digital business and technology
Digital transformation is really important for the business to grow. It has been analysed
that making use of various technology can assist the companies in making broader and wider
business network (Scherer, Siddiq and Tondeur, 2019). It supports in building more better
relationship and assists organizations in analysing the consumer’s needs and demands. It also
helps in bridging gaps between various companies so that sustainable relationship can be build
up. Digital business and technology also helps organization in facilitating everyday business
activities. It makes the work easier for employees who are been working in firm. Technology
helps them in achieving their goals and objectives easily. Technological platforms help business
in solving up the problems that is being faced by firm. They will be able to make better decisions
with the help of digitalization techniques. It helps business in growing.
Development of topic
It has been analysed that American engineers started developing the digital technology in
mid 20th century. They tend to develop artificial intelligence that can be used in order to provide
the expertise suggestions, so that day to day problems can be solved by business. In this various
type of software is being developed for the use of organization. Now, they can make use of
customer relationship management. John McCarthy was the founder of artificial intelligence
technology. It is basically been used to exhibit intelligence so that problems can be solved. In
this problems are being broken into different stimuli so that solutions related to issues can be
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found out. Artificial intelligence has helped organization in bringing out the most innovative and
creative strategies that has increased the value of their business. This has assisted them in
achieving goals and objectives. Information technology is also been used by business in this
organization are being able to communicate effectively. In this business are been involved in
making use of social media techniques. This has assisted them in making better relationship with
employees as well as consumers.
Detailed description of the technology used in this topic and what it is used for.
Artificial intelligence is being used many organizations. This technology is basically been
used by retail and hospitality organization. Ai based face recognition and Bio metric system can
help business in keeping a track record of their employees. This can help business in analysing
about the absenteeism rate in firm. Security camera and surveillance equipment are also been
used and is the best example for development in Artificial intelligence. This now a day’s helps
business in protecting the firm from various type of crime such as theft, Bulgary. There has also
been a lot of development in Information technology. In this so many organizations are making
use of social media channels, developing their own websites and apps in order to stay in touch
with employees and consumers.
Technological platforms and software are used in the topic
There are various technological platforms and software that are being used in artificial
intelligence and information technology. Google Assistant is being used by so many businesses.
This software basically supports in developing the two way conversation. It is free for use and is
available so many languages like English, Spanish etc. Chatbots are one of the more refined
areas of AI software and have very specific purposes in the business world: customer experience
and automation. This software can be used in order to enhance consumer experience and services
provided by firm. Various type of information technology software is also being used by many
business organizations. Cloud computing can help assist in doing third party transactions by
making effective utilization of resources. It helps in growth of business.
Type of business and organization uses the technology
Various type of business organization such as retail and hospitality business is highly
engaged in making use of these technologies. It has been analysed that Hotel Hilton is been
involved in making use of Chatbots in order to have effective communication with consumers so
that their experiences increases. It makes sure that organization is been involved in efficient
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interaction so that better consumer relationship can be developed. It has also been analysed that
hospitality organization is also making use of automated warehousing and supply chain
management. It assists in reducing the workload of employees so that proper management
system can be managed. Information technology assists hospitality firms like Hotel Hilton in
segmenting consumers. They can do it by making use of mobile technology and segmenting
customer on basis of geographical locations, needs, demands, taste and preferences. This can
support business in their growth.
Business tool and is this effective
The various type digital business tools that are being used by hospitality business includes
content and automated marketing, advertising and affiliated marketing, email marketing. All
these channels can support firm in promoting their goods and services. It also supports them in
making better bond with consumer. These AI tools are really effective in developing bond with
customers. It also supports firm in attracting so many consumers and retaining the potential ones.
It has also been analysed that making use of this technology has increased the cost effectiveness
of firm. They are being able to increase profitability and revenue by making use of all these tools
and techniques. It has assisted them in achieving goals and objectives.
PART B
Discussion on the nature of the relationship between digital technologies and both old and newly
emerging theories on business and management structures and practices
Business management theories and practices have an effective relationship with the digital
technology that has been used by hotel Hilton. The advanced technique which has been used by
hospitality organization has assisted them in clearing out roles and responsibilities of each
employee in firm. It has supported them in managing, controlling and keeping everything
organised in company. Technology has improved efficacy of management in planning. It has
also assisted them in making effective decisions. Like for example Ai based face recognition and
Bio metric system can help business in keeping a track record of their employees. This can help
business in analysing about the absenteeism rate in firm.
Digital technology relationship with scientific theory of management: Fayol and Taylor
has provided with the management theory (Henderson, Selwyn and Aston, 2017). It has been
analysed that automation, artificial intelligence has simplify the process of planning and
organising which were discussed in theory. This has also assisted hotel Hilton in reducing the
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errors among the work that has been done by them. DropBox technology is been used to share
file related to work easily, this has supported the hospitality organization in keeping a track of
records related to consumers. This has reduced the paper work of employees. They are being
able to organise work more effectively and efficiently. Thus, provided them support to complete
work and taking decisions better. It has also assisted hotel Hilton by making use of automation
and artificial intelligence in easily planning and coordinating tasks.
Various business management tools has also been used by hotel Hilton such as 1Password
that assisted firm in increasing security level by putting up password (Joda and et.al., 2017). It has
supported employees in managing and securing the private data and information of employees as
well as firm. It has also been analysed and evaluated that introduction of information technology
has supported Hotel Hilton in managing the task perform by human resources. It has also
reduced the work pressure of employees as most of the activities are now being performed with
the help of machines. It has reduced the manual work. It means that work with the help of
information technology can be done fast and on timely basis. There is no delay in business
transaction, thus making relationship between consumer and company better. The use of
technology has helped Hotel Hilton in increasing profitability by directly enhancing the sales.
Goals and objectives can be achieved by making use of automation.
Impact on Contingency management theory: This theory basically provides the details
about that leaders must be flexible enough in all uncertain situations so that better decisions can
be taken and problem can be solved effectively. It proves that one style can be effective in one
situation but cannot be working in other, so it must be changes according to needs and situation.
Success depends upon the various types of external and internal factors which must be analysed
so that efficiency level of company can be increased (Orben and Przybylski, 2019). It has been
analysed that making use of automation and information technology has supported managers of
hotel Hilton in making better decisions by increasing their capabilities. Mobile computing has
supported them in analysing the situation effectively by making use of internet. They can also
take suggestion from other companies who have been in similar situation through mobile
network. Decisions can also be taken by consulting with consumers through social media
channels. Managers of hotel Hilton will be able to know about the needs and demands of
consumers in uncertain situations. It can help firm in achieving their goals and objectives. In this
business are been involved in making use of social media techniques. This has assisted them in
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making better relationship with employees as well as consumers. It has also been analysed that
information technology has supported managers in overcoming the problems by providing them
effective assistance. They can filter, print, news and data from the information that has been
collected with the help of making use of information technology.
Impact on systems theory: Information technology and artificial intelligence also have
impact on systems theory (Nambisan, 2017). This theory provides details about the managers of
Hotel Hilton for making use of effective system approach so that inter-department work can be
managed effectively. It will also allow the firm in achieving goals and objectives. In this they are
making use of Customer relationship management software so that all departments have an idea
about the consumer preferences by going through information of them. It will help hospitality
organization in growing and also achieving their set target. They are making use of email, mobile
and social media channels in order to provide details about the changes that has been brought up
by firm. This will support employees in managing consumers effectively. It will also develop and
help hotel Hilton in making better bond with the customer. It can assist them in creating
customer loyalty which is really necessary for their growth. It has also been analysed that making
use of various business management tools such as Chatbot has also enabled and helped hotel
Hilton in systematic managing the department by communicating effectively. By this they have
been able to analysed problems so that better decision can be taken by firm.
CONCLUSION
From the above study, it has been summarised that various type of digital technology has
been used by hospitality organization. It has been analysed that they have been making use of
information technology as well as artificial intelligence. It has also been analysed that these tools
has assisted firm in increasing their profitability as well as sales and revenue. They have been
able to attract more consumers and also been able to retain them. It has assisted firm in growing.
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REFERENCES
Books and Journals
Nambisan, S., 2017. Digital entrepreneurship: Toward a digital technology perspective of
entrepreneurship. Entrepreneurship Theory and Practice, 41(6), pp.1029-1055.
Henderson, M., Selwyn, N. and Aston, R., 2017. What works and why? Student perceptions of
‘useful’digital technology in university teaching and learning. Studies in Higher Education, 42(8),
pp.1567-1579.
Orben, A. and Przybylski, A.K., 2019. The association between adolescent well-being and digital
technology use. Nature Human Behaviour, 3(2), p.173.
Joda, T., and et.al., 2017. Digital technology in fixed implant prosthodontics. Periodontology
2000, 73(1), pp.178-192.
Scherer, R., Siddiq, F. and Tondeur, J., 2019. The technology acceptance model (TAM): A meta-analytic
structural equation modeling approach to explaining teachers’ adoption of digital technology in
education. Computers & Education, 128, pp.13-35.
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REFERENCES
Books and Journals
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