Exploring the Impact of Digital Technologies on Hospitality Business

This report presents a qualitative investigation into the impact of digital technologies on the hospitality business, using Novotel London Canary Wharf as a case study. The introduction highlights the increasing use of digital technologies like AI and machine learning in the industry, aiming to enhance profitability. The research aims to explore this impact, identify digital technologies used, determine their importance, analyze customer awareness strategies, and examine challenges. The report includes a literature review discussing the importance of digital technologies, appropriate technologies for customer awareness like virtual reality and AI, and challenges such as data fragmentation. The research methodology employs Saunders' research onion, utilizing an interpretivism philosophy, inductive approach, primary data sources through questionnaires, and a non-random sample of 40 employees. The time frame is presented through a Gantt chart, and the report concludes with a list of references.

Contents
INTRODUCTION
Background
The context
Research aim
Research objectives
Research questions
Scope and rationale of research
TIME FRAME
Gantt chart
LITERATURE REVIEW
RESEARCH METHODOLOGY
REFERENCES

Research Topic
A qualitative investigation into the impact of digital technologies on hospitality business

INTRODUCTION
Background
Digital technologies are considered as the electronic systems, devices, techniques and
others which produce store or processed information as digital technologies are enhancing day
by day, so various organisations are using it in order to maximise their profitability. There are
various digital technologies that are trending into hospitality business such as robotic process
automation, artificial intelligence, machine learning, blockchain technology, machine learning
and others Bjolaand Zaiotti, 2020). Moreover, this fastens the speed of data transmission and
transforms how individuals learn, work and communicate. This research is upon investigating the
impact of digital technologies in order to how identify how they can enhance the profitability of
hospitality business using Novotel London Canary Wharf as case study Novotel London Canary
Wharf, London Uk is a well-known modern housed in a stylish 39 storey
Research aim
"To explore the impact of digital technologies in increasing the profitability of businesses
in hotel of the hospitality industry using Novotel London Canary Wharf as a case study using
qualitative data collection and analysis.
Research objectives
 To identify the range of digital technologies use in the hotel sector
 To determine the importance of digital technologies in business.
 To identify the appropriate digital technologies used by the company for customers
awareness.
 To explore the major challenges that may be faced by Novotel London Canary Wharf in
implementing digital technologies.
Research questions
 What is the importance of digital technologies in business?
 What are the appropriate digital technologies used by the company for customers
awareness?
 What are the major challenges that may be faced by Novotel London Canary Wharf in
implementing digital technologies?
1

Scope and rationale of the research
Scope of the research: The research focuses on exploring the how the relevant digital
technologies impact a case study organisation in the hotel sector. It focuses on their impact
mainly on example, sales, marketing and profitability.
The rationale of performing respective research is to know about the importance of digital
technologies in an effective manner. Along with this, this is also helpful in understanding the
impact of digital technologies ofthose results in increasing the profitability of the
company(Papadopoulos, Baltas and Balta, 2020). Furthermore, the researcher also wants to get
knowledge regarding several digital technologies as this aids them in creating awareness among
numerous audiences. By performing respective research, the researcher desires to maximise it is
understanding and knowledge which will help the investigator to perform the investigation in
more effective way upon given topic next time.
The study over the present research is in particular accomplished because personnel turnover
is the predominant issue of the enterprise and desires appropriate recognition to address the
challenges successfully. Therefore, project is useful resource the companies to resolving the
issue of worker turnover with the implementation of virtual advancement within the operational
strategies. This research is beneficial for the Novotel London Canary Wharf or the similar
establishments to offers with the problems of employee turnover and additionally examine the
ideal importance of enforcing virtual advancement inside the growth operations of the enterprise.
TIME FRAME
Gantt chart
This is established in the year 1910 to 1915 by Henry Gantt. This is analysed that it is a
form of bar chart which is basically states regarding the research or project schedule so that this
can be performed in a well-defined way. In the context of modern Gantt Chart, this represents the
dependency relations between activities and shows the status of the whole task. Moreover, it will
be helpful for the researcher in assuring that research activities will be complete in an
appropriate manner on stipulated time duration(Bosveld-de Smet and Houben, 2020).
.
1

LITERATURE REVIEW
What is the importance of digital technologies in business?
According to Mancha (2020), Digital technologies advances into the modern world as
well as have developed new opportunities for business. Moreover, as digital technologies are
1

enhancing day by day, various organisations are using it in order to maximise their profitability.
These are considered as the electronic systems, devices, techniques and others which produce
store or processed information. So, there is various importance of digital technologies in
business. One of the essential importance is, this streamlines decision making, decision making
into any business is known to be critical procedures. It required digital technology for
streamlining the process of decision making as there is required to keep tracking of the consumer
as well as market information. So, technology in kind of business effective software provides
defect-free reports. Also, this has a guarantee of reliability along with metrics that are drawn
from marketing, finance and client relation departments. Moreover, digital technologies also
obtain relevant information as well as aids business to observe their weaker areas and also the
ways of how to manage consequently. Another importance is boosting competitive business
edge, at the present time, other businesses into a similar niche as they are spending much to
market as well as advertisement. So, they need to stay up on top of completing is essential. As no
one desires to relate with a brand which is hardly visible online. Its competitors are applying
digital technologies for weighing them up as well as for driving its traffic. Moreover, this is also
utilised as viable online tools to lead their sales (The Role and Importance of Technology in
Business, 2018).
What are the appropriate digital technologies used by the company for customers
awareness?
According to Stachová (2020), As abilities of digital technologies are evolving,
consumers have developed for expecting new standards of excellence, performance and others.
Within the world of digital, new and effective technologies are boosting like virtual reality, cloud
computing, artificial bits of intelligence and many more. All these are helpful in creating
awareness among customers. Therefore, one of the appropriate digital technology which is used
by the company for customer awareness is Virtual reality; this is utilised through the various firm
to maximise consumer awareness and experience as this may immerse clients facilitating them
with new experiences of products or services. This is mainly designed to facilitate a kind of
sensory experiences; it attracts as well as the imagination of audiences is quite unlike any
another technology, as well as marketer with visualisation, are developing much of their
uniqueness. So, this creates a great experience to customers and also develops awareness among
them. Another digital technology that most of the company used for artificial intelligence; this is
1

basically utilised by the entity as their core services. This has large potential as it aids in
improving consumers self-service, maximise personalisation as well as render to person client
request and requires into an innovative manner (5 TECHNOLOGIES THAT CAN HELP
ENHANCE CUSTOMER EXPERIENCE, 2020). So, this facilitates a kind of effective and
innovative services to guest that results in enhancing the firm's profitability in an effective and
efficient way.
What are the major challenges that may be faced by Novotel London Canary Wharf in
implementing digital technologies?
According to Max Starkov (2020), Nowadays, hospitality is being transformed into 100%
digital technology that enables sector powered through mobile, artificial intelligence, blockchain
tools, online and many more. So, they have to face various challenges while executing this.
Some of the challenges are discussed that can be faced by Novotel London Canary Wharf in
implementing digital technologies. One of the key challenges that the respective hotel can face
while executing digital technologies is dat fragmentation as the information of their guest lives
into several " data islands which does not talk to one another. So, the social media, web
analytics, CRM and many others, only some properties as well as hotel firms may possess an
individual view upon consumer information with live data feeds from all touchpoints with
travellers. Some more challenges that are faced by them are outdated accounting into hospitality,
reluctance to invest in digital technology and many others (Hospitality Digital Technology:
Challenges, Priorities and Buzzwords, 2020). All these have an impact on the business.
RESEARCH METHODOLOGY
Research methodology is considered as the most vital aspects of project as this aids
investigator to aids whole research in effective way for gaining valuable results. For this,
research utilise Saunders research onion as this describes the stages incorporated into
development of investigation task. Moreover, onion layers provide much detailed explanation of
research process stages.
 Research Philosophy: This is considered as the philosophy that is utilised through
investigator at the time of accumulating data regarding respective research topic as by
this they can become competent to gather more accurate and authenticate data effectively
and efficiently. Moreover, basically, it is of two types, such as Interpretivism and
Positivisms. In this present study, interpritivism studies philosophy may be implemented
1

via the investigator as it enables in gathering, analysing and using of qualitative records
inside the minimum time period. However, interpritivism is the pleasant suitable
approach for executing qualitative look at or aid in collecting and analysing non-
numerical facts to recognize principles, evaluations, or experiences over the thing of
technological improvement and worker turnover. It can be used to acquire in-intensity
insights into a hassle or generate new ideas for studies
 Research method: It is regarded as methods that are opted through researcher for
accumulating much accurate and validate data. There are usually three research methods
as by which it may accomplish or accumulate information that is statistically and
numerically. Along with this, for quantitative method investigator can opt various
methods like survey, interview and others.
 Research approach: This is regarded as procedures that regarded phase in relation to
wider assumptions of explained methodologies for accumulating data as well as
analysing this appropriately so that the investigator will obtain an effective result. There
are basically two types of research approaches such as deductive and inductive. For
respective research, the researcher is opting inductive as by which they can become
competent to accumulate many accurate data in respect of particular topic.
 Data sources: This is defined as a source by that researcher become competent to
accumulate accurate data on respect of respective research. There is basically two data
source such as primary and secondary(Ghauri, Grønhaug and Strange, 2020). For
respective research, the investigator is adapting the primary source where they will
accumulate data regarding the particular topic. Furthermore, in the context of the primary
source, they are accumulating data through formulating questionnaire that is filled
through chosen respondents.
 Sample: Sampling is regarded as a technique by that researcher become competent to opt
many effective respondents for its research from the overall population. For this research,
the researcher utilises non random sampling method for selecting their respondents.
Within it, the chosen sample size for this is 40, who are the firm's employees as it renders
much effective and reliable information.
1

REFERENCES
Books and Journal
Bjola, C. and Zaiotti, R. eds., 2020. Digital Diplomacy and International Organisations:
Autonomy, Legitimacy and Contestation. Routledge.
Papadopoulos, T., Baltas, K. N. and Balta, M. E., 2020. The use of digital technologies by small
and medium enterprises during COVID-19: Implications for theory and
practice. International Journal of Information Management, p.102192.
Bosveld-de Smet, L. and Houben, D., 2020, August. Map or Gantt? Which Diagram Helps
Viewers Best in Spatio-Temporal Data Exploration Tasks?. In International Conference
on Theory and Application of Diagrams (pp. 357-364). Springer, Cham.
Ghauri, P., Grønhaug, K. and Strange, R., 2020. Research methods in business studies.
Cambridge University Press.
Online
The Role and Importance of Technology in Business. 2018. [Online]. Available through: <
https://industrytoday.com/the-role-and-importance-of-technology-in-business/ >
5 TECHNOLOGIES THAT CAN HELP ENHANCE CUSTOMER EXPERIENCE. 2020. [Online].
Available through: <https://digitalmarketinginstitute.com/blog/5-technologies-that-can-
help-enhance-customer-experience>.
Hospitality Digital Technology: Challenges, Priorities and Buzzwords - By Max Starkov. 2020.
[Online]. Available through: <https://www.hotelnewsresource.com/article104385.html>.
1