Marriott Hotel: Digital Technology Influence on Sales & Performance

This research project examines the significant impact of digital technology on the sales performance of the Marriott Hotel, specifically focusing on the Istanbul Marriott Hotel Asia. The study highlights how digital tools, including online booking services and e-marketing strategies, enhance business activities and customer engagement within the hospitality industry. The project includes a project management plan, work breakdown structure, and data analysis derived from both qualitative and quantitative research methods. The analysis explores the adoption of modern technologies, such as e-mail and social media, and their role in improving customer relations, generating returns on investment, and adapting to consumer preferences. The project concludes with recommendations based on the research findings and emphasizes the importance of digital transformation in achieving organizational objectives and maintaining a competitive edge in the global marketplace.

RESEARCH
PROJECT

ABSTRACT
Digital technology are playing eminent role in enhancing the sales performance of an
organization by accomplishing business activities in a minimum time period. In fact, it helps
hospitality industry is various manner such as; offer online booking services to long distance
customers, provide current positioning of an association, information about company and so on.
Therefore, entire report is showing the major influence of digital tools on sales of Marriott hotel
with the help of various facts and figures. Basically, project is highlighting one of the famous
outlet of Marriott hotel in Turkey that is “Istanbul Marriott hotel Asia” as well as their modern
technologies which is adopted by managers to complete their business activities for gaining
maximum benefits. Along with this, an appropriate survey is also conducting for identifying the
need or choice of distinct consumers for making necessary changes as per clients requirement.
Apart from this, overall assignment is focussing on significant role of advanced technology at
workplace and their benefits in attaining set objectives or goals. Additionally, company is
adopting advanced technology for generating maximum return on their investment by acquiring
trust or loyalty of overall society. Project management plan consist of several elements such as;
risk, resources, time, scope, objectives and so on in order to accomplish business activities in
more effective manner. Methods of accumulating necessary data and information are also going
to explained in this report in order to understand opinions or viewpoints of various types of
individuals. As a result, company can easily further design their products or services by
analysing customers choices or preferences as well as need of digital technology at societal
place.
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Table of Contents
ABSTRACT.....................................................................................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Aims and objectives..........................................................................................................3
P2 Project management plan..................................................................................................5
P3 Work breakdown structure and Gantt chart......................................................................7
TASK 2............................................................................................................................................9
P4 Small scale research by applying qualitative and quantitative..........................................9
TASK 3..........................................................................................................................................10
P5 Data analysis...................................................................................................................10
TASK 4..........................................................................................................................................18
P6 Recommendations...........................................................................................................18
P7 Reflection........................................................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
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INTRODUCTION
Digital technology plays a very eminent role in enhancing the performance of an
organization because it helps an enterprise in every complicated situations by offering best
suitable methods (Saunders and Lewis, 2012) . However, it consist of various sources such as ;
social media, internet, advanced equipments, computer, high tech transactions tools and so on.
Basically, modern equipments is very beneficial for company success because it aids in
enhancing the overall performance of an organization because it supports in accomplishing the
business activities in a minimum time period. Additionally, protects the confidential information
from getting misuse by storing it in a suitable manner. Hospitality industry are fully surrounded
with several tools in order to accomplish business activities in more effective manner. As a result
entire performance of service industry get enhance due to the use of modern technologies as it
aids in creating a positive relations with various consumers. Marriott hotel is a very popular
organization across international borders and having number of branches at global marketplace.
Thus, main objective of this assignment is to highlight the relationship between digital
technology and company sales performance. Therefore, selected firm is using digital technology
at high extent for improving their current performance. For example; usage of computer
technology is helpful in storing relevant data as well offer online services to their clients which
resulted in gaining maximum attention of customers. Project management strategy, methods of
accumulating data is also outlining in this report for understanding opinions of distinct clients. At
last, effective suggestion must be discussed on the basis of entire assessment in order to make
necessary improvement at workplace for attaining set objectives.
TASK 1
P1 Aims and objectives
Concept of digital technology:-
Digitalization is fully essential for company success or growth because it helps in various
manner like; providing best opportunities to attract consumers in minimum time frame,
transaction through online processing in less duration hence forth. Basically, emergence of
advanced technology create entire nation a fully modern where every single person is circulated
with latest tools (Polonsky and Waller, 2014) . In fact, somehow it is mandatory also because
consumers prefer digital world only because it facilitate them in various manner. For example;
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hospitality industry can easily promote their goods or services across borders as well as
communicated with them without facing any distance barrier. Thus , main objective of this
project is described as follows:-
Aims:- Impact of digital technology on company sales performance: A case study on
Marriott hotel (Hospitality industry).
After understanding the major aim of a report its time to design their objectives on which
entire report is going to framed that is described below:-
 To analyse the impact of digital technology on company performance.
 In order to determine the relationship between modern tools with sales enhancement of
hospitality industry.
 To determine the need of high tech equipments at workplace.
 In order to identify the influence of E-marketing on consumers.
Impact of adopting digital technology on business activities and sales performance
of an organization:- Marriott hotel in Turkey that is “Istanbul Marriott hotel Asia” which is
most popular in Turkey due to their interior and external elements. However, an organization
needs to understand the need of digital technology at workplace because it is useful in various
complicate situations. For example; provide the standardized equipments such as; e-mail, use of
cellphones and so on to pass the formal messages to one person to another, offer best process to
consumers, outstanding way of transaction process hence forth. As a result it aids an enterprise in
maximizing their sales performance by attracting numerous of consumers towards company
products in a defined time frame (Eckerson, 2010) . However, Marriott hotel is surrounded with
advanced technology because world is full of modern equipments like; addicted towards android
phones, Laptop, tablets, various social sites which connect the long distance consumers as well
as plays very important role in day to day life of common people. As a result company can easily
enhance their sales performance by creating positive relations with customers living across
distinct regions. Along with this get succeeded in facilitating distance clients with modern
technologies like online booking services without going here and there. Hence, it has been
analysed that company needs to implement advanced technology at workplace for improving
their organizational sales by influencing customers.
On the other hand company is having a another objective that is using e-marketing
techniques for running a business entity. Along with this focussing on expanding business
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across international boundaries by making relations with domestic as well as foreign clients with
the use of e-marketing techniques. Mainly, advanced methods or equipments is mostly used by
selected firm in order to run a large business entity in more effective way without facing any
major problems. Beside this, usage of e-marketing is highly useful for company success which is
discussed as follows:-
 Transferring of message from customers through online services.
 Conversation through E-mail service for creating a positive relations with consumers,
business partners and so on.
 Convince customers to buy something and managers of Istanbul Marriott hotel Asia is
using this tool at high extent because this method is support in reducing travelling cost
and so on.
 Helps in maintaining the personal and professional relations with domestic as well as
foreign clients in order to gain their trust or loyalty.
In fact, entire corporate world is involving in this method for enhancing their sales by
performance by creating a personal relations with consumers in order to continue their business
for longer time period. For example; Zara is one of the most successful clothing brand which
focussed on creating relations with consumers by serving them with outstanding products and
services.
Impacts of digital technology on hospitality industry
 The digital technology provides support to improve methods and techniques to provide
services to clients and maintain records for future purpose.
 It is helpful for both customers as well as employees working in hospitality organisation
in order to do everything online.
 This technology reduce time of surveys as it is possible to know about feedbacks and
suggestions of consumers through online mode without meeting them.
P2 Project management plan
Digital technology plays a very crucial role in managing an effective project because it
helps in transferring necessary information across the department for overcoming distinct
barriers. In fact, project management strategy helps in assisting employees towards corrective
path for attaining their set of targets or objectives in a minimum time frame. It consist of scope,
cost, time, quality, communication, risk and resources in order to aid hospitality sector while
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running a business entity (Baiden and Price, 2011) . However, company needs to focussed on
modern technologies because it helps an organization while performing business operations such
as; provide tools for interaction process, transaction tools and so on. Marriott hotel is a most
leading enterprise in service industry by having its branches across international boundaries due
to which they need to design an appropriate management plan for reducing the chances of
mistakes and errors. Main reason behind using modern technologies is to enhance the sales
performance of an organization by satisfying the need of domestic as well as foreign clients
(Sparrow, 2012) . Thus, various factors which falls under this category are described as follows:-
 Cost:- Capital is seen as lifeblood for an organization because it helps an enterprise to
perform distinct job in effective manner. In fact, Marriott hotel is trying to consume
maximum amount of funds for accomplishing their business activities in more effective
way. For example; promotional activities is consuming lots of funds like advertisement of
company services in different regions, targetting consumers, social media , internet
sources and so on. Thus, it is essential to reserve maximum revenue at workplace for
performing various business operations without facing numerous problems as well as aids
in overcoming success barriers (Wikström and et. al., 2010) .
 Scope:- Hospitality industry is all about serving consumers with various number of
services such as; room facilities, accommodation, offering best stuffs etc. It means
employees needs to understand the main objectives of an organization for accomplishing
business roles in more efficient way. Thus, it is essential to state clear scope of specific
project by using modern technologies because it helps managers in various situations.
Therefore, it has been assessed that designing of an organization scope is very much
indispensable because it helps an enterprise in managing every work in more efficient
manner (Trevino and Nelson, 2010) . Apart from this, modern tools are also using while
designing scope like assigned jobs to various employees in a minimum time frame.
 Time:- According to this element management of duration is very much indispensable
because it helps in accomplishing various business operations in a defined time frame. As
a result, company can easily run their business entity as well as get succeeded in attaining
trust or loyalty of distinct customers. Along with this, it helps in establishing company
goodwill at marketplace by satisfying needs of clients. In fact, management of project is
all about managing time period in effective way by considering necessary facts or figures.
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 Quality:- Maintaining of quality is indispensable because it helps in attracting consumers
at large extent as most of the clients are quality oriented. In fact, in today's scenario
number of individuals prefer qualitative items instead of price because they want durable
product. Thus, company needs to focus on their quality while designing an effective
project in order to reduce chances of mistakes and errors (Keller, Parameswaran and
Jacob, 2011) .
 Communication:- Interaction is essential for maintaining a positive relations between
employees and customers in order to minimize the possibilities of misunderstanding.
Along with this, hospitality industry needs to focus on their business relations while
handling a project as it plays a very crucial role in understanding the need or demand of
various customers belong from distinct age group. Thus, communication process is
mandatory for gaining trust or loyalty of entire community as they are consider as end
user of services provided by hotel industry (Law, Chen and Wu, 2010) .
 Risk:- Digital technology is very much essential for understanding the risk of an
organization as well as predict uncertainty which might occurred at workplace. For
example; occurrence of natural disaster, any sudden accidents, unavailability of funds and
so on. Basically, it is not easy to predict accurate risk but still company must have
opportunity to prepare employees to handle risky situations (Kendrick, 2015) .
 Resources:- Plant or machinery, land and building, employees, money etc. all these
assets are very much essential for attaining set objectives and targets. However, labours
are playing a major role in managing entire business activities because they are
responsible for running a business entity. Hence, it is indispensable to acquire essential
resources for managing organization in attaining set targets.
Hence, all the above factors plays a very eminent role in maximizing the sales of Marriott
hotel by satisfying needs of distinct consumers in a minimum time frame (Chesbrough, 2010).
P3 Work breakdown structure and Gantt chart
Marriott hotel is expanded across distinct global marketplace in order to maximize their
profit level by gaining trust or loyalty of consumers. Thus, it is not easy to manage a
multinational organization which requires an appropriate plan or strategy for overcoming various
complicated problems. Thus, graphical representation is very helpful in assigning job to various
employees in effective manner by considering their talent, knowledge and skills so that they can
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easily accomplish it in given time frame (Müller and Turner, 2010). Work breakdown structure
is all about classification of job role in between various employees for reducing the workload
from one person such as; manager is transferring a job to their subordinates. Along with this,
transferral of job is done by taking help from modern technologies because it helps employees
while performing their business operations.
On the other hand, Gantt chart is all about pictorial representation of work break down
structure which shows the diagrammatic presentation of employees work. As a result it helps in
overcoming communication barriers by showing the job role of whole staff members in efficient
manner (Crawford and Nahmias, 2010).
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TASK 2
P4 Small scale research by applying qualitative and quantitative
Accumulation of necessary facts or figures is very much indispensable for company
success because it helps in understanding needs or demand of customers . As a result company
may design their products as per current trends as well as considered necessary facts or figures
for reducing the probabilities of losses (Ajmal, Helo and Kekäle, 2010) . However , gathering of
essential data is very much essential for Marriott hotel because they are having numerous
branches across international borders. Thus, various methods are identified by which company
can easily analyse the requirement of customer needs such as; qualitative, quantitative, primary,
random sampling and secondary. Therefore, various modes of collecting information is described
as follows:- Qualitative:- According to this element, managers of an organization acquire data in a
object form, theoretical, symbols and so on. Basically, it helps an enterprise during
decision making process by providing best suitable facts about consumer needs with the
help of various advanced technology (Ochieng and Price, 2010) . Quantitative:- Information in numerical and statistical form falls under this category
which helps finance department of an organization while making outstanding budgets for
company success. Along with this, it helps in maximizing the profit level of an enterprise. Primary:- First hand data is known as primary which is acquired through interview,
questionnaire in order to understand the need of overall community.
 Secondary:- Content gathered through literature, journals, articles and various books
written by leading leaders. It means, it is secondary method and also known as a second
hand (Kujala and et. al., 2010) .
Apart from this, various other methods are also identified which is used by company for
acquiring relevant data for making corrective decisions for enhancing the company sales with the
use of modern technologies.
TASK 3
P5 Data analysis
Questionnaire is a suitable technique that is used by company for gathering first hand
data from consumers in order to make corrective decisions as per societal choice or preferences.
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Basically, survey is going to conducted in turkey by “Istanbul Marriott hotel Asia” in various
high class and medium class society for understanding the viewpoints of distinct consumers. It
helps an organization while implementing digital technology. A survey was conducted to
determine the impact of digitalisation on the company. Different associated questions were asked
from employees whose response were recorded and than further analysed.
Q1. Is there any connection between digital
technology and company sales? Yes No
Frequency
20.00%
10.00%
Q2. Identify the benefits of using modern
technologies in sales? Enhance sales performance Establish company goodwill Attract employees All the above
Frequency
10.00%
5.00%
5.00%
10.00%
Q3. What are drawbacks of using digital
technology at workplace? Probabilities of accidents Maximize the mistakes Reduce employees retention All the above
Frequency
5.00%
5.00%
10.00%
10.00%
Q4. Are you happy with products offered by
Marriott hotel? Yes No
Frequency
25.00%
5.00%
Q5. Rate the serving process of an
organization? Excellent Satisfactory
Frequency
15.00%
10.00%
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 Unsatisfactory 5.00%
Q6. Is there any changes in company
performance? Yes No
Frequency
28.00%
2.00%
Interpretation
Theme 1:- Connection between digital
technology and company sales.
Frequency
 Yes 20.00% No 10.00%
Interpretation:- From the above graphical representation it has been analysed that digital
technology plays a very eminent role in improving the sales of an organization by offering
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20.00%
10.00%
Yes
No

number of opportunities. For example; online services to consumers for contacting with hotel in
order to do online bookings. Thus, out of 30 individuals around 20 members are agree with this
statement that digital technologies are having major relation with sales of an enterprise. Whereas,
rest 10 individuals are not agree with this statement because as per their views usage of modern
technologies is very difficult due to presence of complicated features.
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Theme 2:- Benefits of using modern
technologies.
Frequency
 Enhance sales performance 10.00% Establish company goodwill 5.00% Attract employees 5.00% All the above 10.00%
Interpretation:- In today's modern world entire corporate world are surrounded with
modern equipments because advanced society members are preferring digital technologies to
perform their day to day life. As a result, hotels are using these technologies such as; connecting
customers with attractive Websites, mails, social sites and so on . Therefore, around 10 members
are thinking that it helps in maximizing the sales of an enterprise, whereas another 5 are going
with image of an organization, another 5 believes that it helps in seeking the attention of various
staffs which motivate them to continue their job in a similar associations. At last, 10 members
are believing that all the above elements are falls under benefits of using modern technologies
because aids company in various sections.
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10.00%
5.00% 5.00%
10.00%
Enhance sales performance
Establish company goodwill
Attract employees
All the above

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Theme 3:- Drawbacks of using digital
technology at workplace.
Frequency
 Probabilities of accidents 5.00% Maximize the mistakes 5.00% Reduce employees retention 10.00% All the above 10.00%
Interpretation:- According to statistical information it is determined that usage of digital
technology is not an easy task due to the availability of complex features which may create
problem for managers while handling this. It means, number of issues might occurred due to
usage of advanced technologies at Marriott hotel. As a result, out of 30 almost 5 are believes
that while adopting high tech equipments company is facing a major problem of accidents,
whereas 5 members thinks that it may increase the chances of mistakes by employees, another 10
believes that staff members started quitting due to high level of complexity. At last 10 members
says that all the above issues are seen as a major drawback of implementing digital technology.
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5.00%
5.00%
10.00%
10.00% Probabilities of accidents
Maximize the mistakes
Reduce employees
retention
All the above

Theme 4:- Happy with products offered by
Marriott hotel.
Frequency
 Yes 25.00% No 5.00%
Interpretation:- According to above data it is analysed that Marriott hotel is focussing on
offering best suitable products to their customers such as; room facilities, accommodation, food
stuffs and so on. Thus, around 25 members are believing that serving quality of an organization
are totally appropriate and suitable as per current situations. Whereas rest 5 are raising their
voice against this statement.
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25.00%
5.00%
Yes
No

Theme 5:- Rate the serving process of an
organization.
Frequency
 Excellent 15.00% Satisfactory 10.00% Unsatisfactory 5.00%
Interpretation:- Marriott hotel is engaged in offering best services to their customers by
adopting numerous of digital technologies. Thus, almost 15 individuals are believing that
products provided by hotel is excellent, whereas another 10 are giving it very good and rest 5 are
saying that unsatisfactory goods. It means, company is focussing on their strategies and
modifying it as per current demand or trends in order to cope up with sudden change.
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15.00%
10.00%
5.00%
Excellent
Satisfactory
Unsatisfactory

Theme 6:- Changes in company
performance.
Frequency
 Yes 28.00% No 2.00%
Interpretation:- According to above representation, hospitality industry is trying to
satisfied their users by doing number of changes at workplace with the use of modern
technologies. As a result, company is trying to enhance the sales performance of an enterprise by
implementing high tech equipments. Thus, as per data around 28 members are fully agree with
this statement because they believes that changes plays a very eminent role in enhancing the
organizational performance. Whereas, only 2 are disagree with this statement because according
to them company is encountering a major problem due to complexity of digital technologies.
Findings:-
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28.00%
2.00%
Yes
No

By analysing the above information it has been understood that digital technology is
playing very crucial role in improving the current position of an organization by accomplishing
business activities in desired time frame. Along with this, Marriott hotel get succeeded in gaining
attention of consumers by using advanced technology such as; most of youngsters are using
social sites in order to get connected with various types of people. As a result company can
easily increase their sales performance by giving advertisement on various websites and societal
area.
TASK 4
P6 Recommendations
After analysing above information it has been identified that managers of Marriott hotel
needs to focussed on certain factors while implementing modern technologies at workplace.
Thus, various guidelines which needs to considered is described as follows:-
 Appoint skilled or talented staff members in order to minimize the cost of training,
probabilities of accidents and mistakes.
 Need to appoint experience persons for assisting existing employees about complicated
features of modern technologies.
 Prepare an effective plans for assigning job as per employees knowledge, learning and
eligibility.
 Create a positive relations with various customers.
P7 Reflection
It has been analysed that handling a large project is not an easy task because modern
technologies is hard to understand due to its complicated features. In fact, consumers always
wanted something new or different which is only possible with the use of high tech equipments
because it helps in analysing the need of current trends. Thus, I need to learn each or every
aspect before using modern technologies at workplace because it is hard to run a business entity
with the use of advanced equipments. For example; if employees is not aware about the features
of online services then they can't able to handle in proper manner. Therefore , as per acquiring
information I need to use high tech equipments for attracting millions of consumers in a defined
time frame. Digital technology impact on the sales performance at Marriott. Digital technology
helps in improving methods which are used to provide an effective service to gain satisfaction of
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people such automatic check-in and check-out. It will helps to reduce problem of standing in
queues on reception and working of staff become easy. This technology has several benefits
which helps to people for online booking tickets for travelling and staying in hotels. Such
techniques provides support to staff members to render an appropriate services to customers.
These technologies are helpful to know about actual desires of people which facilitates to
improve services of hospitality to improve productivity as well as profitability of Marriott.
Throughout the study I have observed that usage of modern technologies are increasing day by
day due to which implementation of project related with standardized technology is consuming
maximum time. However, various other elements are getting changed at marketplace due to
which company is encountering a major issues while handling business projects in best manner. I
thought that methods of resolving conflicts is necessary for promoting usage of advanced
technology as well as encourage society from exploitative activities. Mainly, I have learned
distinct things such as; how to accomplished several business activities, management of complex
job role, techniques of capturing the minds of various customers and so on. Apart from this,
some of the major factors shows that technology usage is highly indispensable for successful
business projects.
CONCLUSION
From the above report it has been concluded that digital technology have a major impact
on a company performance because it helps an enterprise in capturing the minds of distinct
consumers. As a result sales of hotel industry can easily maximize in a minimum time period by
satisfying the need of domestic as well as foreign clients. Thus, above assignment consist of
various factors which shows the need of modern technology at workplace as well as their benefit
in company success. It means, usage of high tech tools is indispensable for development of entire
hospitality industry because it supports in enhancing the sales of an enterprise by attracting
consumers with the use of modern technologies.
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