The Impact of Digital Disruption on Marriott Hotel's Operations

This presentation examines the concept of digital disruption and its impact on the hospitality industry, using Marriott Hotel as a case study. It explores how digital technologies are reshaping business strategies, emphasizing the role of data and information as crucial business tools. The presentation delves into the effects of digital disruption on various aspects of Marriott's operations, including mobility, voice-activated technology, and in-room applications. It also addresses the impact on jobs and includes an online research questionnaire to gather insights from staff members. A discussion guide is provided to facilitate face-to-face interviews. The presentation concludes that digital disruption is vital for enhancing performance, creating new markets, and improving guest experiences within the hospitality sector. References to relevant academic sources are also included.

Data Insights

Table of content
• Introduction
• Digital disruption
• Impact of digital disruption on Marriott Hotel
• Data and information as a business tool
• Impact of Digital Disruption on Jobs
• Online Research Questionnaire
• A Discussion Guide

Introduction
This presentation is going to given an insight about the
concept of digital disruption and its impact on a auto-mobile
industry. For this purpose, Marriott Hotel is taken that
considers as one of the biggest brand in hospitality industry.
So, how insight of data and information as well as digital
disruption impact on its business, is revealed over here.

Digital disruption
It refers to a change which occurs when any new digital
technologies affect the current business strategies of an
organisation. Digital disruption is a rapid advancement of
technologies that allows companies to introduce new business
models. This would help in breaking down the traditional barriers
and developing new value chain or opportunities, for running
successfully.

Data and information as a business
tool
Data and information can be used as a business tool or a key to
deliver hospitality experience which matter in enhancing customer
base within a company. For this purpose, a number of services can
be used by Marriott Hotel to transform its business digitally.

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It includes -
• Mobility: The rapid development of technology can be
measured in terms of mobile applications, that provides a tides
of opportunities to hospitality industry in increasing their
accessibility.
• Voice activated technology: Since major problems that put an
impact on guest experience in hospitality industry is language
barrier.

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• Stronger authentication & biometrics: As Marriott Hotel
mostly targeted the travellers especially business class people,
who used to come on regular basis for business meetings and
all.
• Advance in-room application devices: To turn the traditional
room services into a revenue generator, Marriott can also
introduce a next-gen smart desk applications, that allows for
integrating the interactive communication platform

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• Automatic notification: Today, to take hotel services,
customers demand to get real-time notification first.
• UCC integration: It has been analysed that most essential
factor which creates a great impact on guest experience in
hotel industry is role of staff members.

Impact of Digital Disruption on
Jobs
Digital disruption creates a large impact on employment as well,
because transformation of business into digital platform can only
be possible by contribution of staff members at workplace. In this
regard, any changes in business like launching on new
applications and technologies by Marriott, will directly affect the
performance of employees in both negative and positive manner.

Online Research Questionnaire
To analyse what people think about digital disruption that are
associated with hotel industry, a questionnaire is being prepared,
which will further fulfilled by one of the staff member of Marriott
Hotel, in London branch...

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Questionnaire
Q1) Are you familiar with the concept of Digital Disruption?
a) Yes
b) No
Q2) Do you think, to get survival in business, focusing on digital disruption is essential for big brands also?
a) Yes
b) No
Q3) As per your perception, which technology needs to be deployed within Marriott for reducing threat of
new entrance?
a) Advance in-room application devices
b) Stronger authentication & biometrics
c) Automatic notification
d) Mobility

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Q4) For deploying digital transformation in business, on which factor Marriott needs to concern first?
a) To identify niche market
b) To determine potential threat via market analysis
c) To identify demand of potential customer
Q5) What will be the main challenge, Marriott can face by integrating the digital technologies in business?
a) Talent management
b) High investment in transformation
Q6) Which will be the major benefits that Marriott can gain after digital transformation?
a) High Growth and Profitability
b) Enhancement of guest experience
c) An edge over competitors
Q7) Give your views about how disruption can help Marriott in enhancing its productivity and achievement
of high satisfaction of customers...