Digital Business and New Technologies Report: CW2 Analysis, BM565

This report analyzes the impact of digital business and new technologies on the hospitality sector. It begins with a summary of findings from a previous coursework, emphasizing the importance of digital transformation for business growth, improved customer relationships, and enhanced operational efficiency. The report then discusses the role of artificial intelligence, property management systems like Oracle Opera, and mobile technologies in addressing industry challenges such as overbooking and communication issues. It provides strategic recommendations for hotels to improve their effectiveness by focusing on digital revenue generation, cost reduction, and customer service enhancement. The report also highlights challenges related to UCC integration, automated notifications, and voice-activated technology, concluding that sufficient investment in digital advancement is crucial for the hospitality sector's growth. The report also makes references to the assignment brief, and the relevant course modules.

Digital business and new
technologies CW2

Contents
INTRODUCTION...........................................................................................................................3
Summary on the findings from CW 1..........................................................................................3
Conclusion of CW 1 summary....................................................................................................4
Recommendations and challenges...............................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital businesses use technology to create new value in business models, customer experiences
and the internal capabilities that support its core operations. The term includes both digital-only
brands and traditional players that are transforming their businesses with digital technologies.
The hospitality industry is a broad category of fields within the service industry that includes
lodging, food and drink service, event planning, theme parks, and transportation. It includes
hotels, restaurants and bars. This report include topics such as summary on the collectivity of
CW 1. Conclusion on the summary of CW 1. Recommendations in order to improve their
business and emerging challenges in digital transformation faced by the sector of hospitality
(Shahiduzzaman and Marek, 2018).
Summary on the findings from CW 1
In order to grow the business company needs to take help of these factors which are
related with the transformation on a digital basis. This way company will be able to enhance
their reach and wider their networking facilities. If they are successful in transforming their
business digitally then they will be able to make their relationships better with their clients and
suppliers. Other than this with the help of this aspect the company can analyze the needs and
wants of their consumers in the market which will increase their base of customers and they will
gain the potential to provide more of their services to a large audience. This will automatically
increase the share of the company in the market. Apart from this it also helps the employees to
reduce the complexity in their work and with the techniques that are available digitally and their
effective use will help them to take better decisions. One of the most important aspect of
digitization is artificial intelligence which was founded by John McCarthy and after that
American engineers have been working on it for its development. This technology has developed
a lot as till now it is used in many aspects which ease the work of the company. It helps the
company to record their data about any information such as attendance rate of every employee
which is used to assess the efficiency of the employee. Other than this it is also required in
security cameras and related equipment under it. The aspect of transformation in digitization has
gone ahead which is helping the companies take new mediums such as social media platforms or
their own websites to promote their brand. There are many software that have been developed to
an extent and are used by many companies such as Amazon alexa and Google assistant. They

works on voice command and without moving humans can just assign them a task by their voice
(Bock, Iansiti and Lakhani, 2017).
Conclusion of CW 1 summary
On the basis of analysis done it has been assessed that artificial intelligence has a lot
more up gradation required. The aspect of artificial intelligence is so powerful and advanced that
it can control many things without the requirements of human. But because of lack of technology
and software programming it has still not reached to its extent of abilities. Also the available
artificial intelligence program is also come a long way ahead it is because of the engineers who
has worked on developing it. Many sectors such as hospitality and retail can take the help of it.
The engineers needs to work on enhancing the capability of the software so that it can work more
efficiently. Due to the evolution of technology many businesses has started to rely on it nd they
want that level of dependence to increase so that they can invest that time in other area of
operations.
Recommendations and challenges
There are not many leaders who are able to understand the impact of digital
transformation. This aspect is not about just investing the money in the field of technology but it
is to open up the scope to restructure the working strategies and alter the culture of corporate
sector. This will help the business to come up with new innovations so that they can pursue the
new steps of growth for the business. For the sector of hospitality there are many goals which
can be achieved by the digital transformation. They need to take that goal out which will impact
the most on the positive side of the business. This aspect can help to generate more traffic on
website and increase digital revenue, reduce the cost of operations, improve the outcome of
customers and quality of services offered to them. Hotel needs to focus on one of these aspects at
a time so that they can acquire the technology for that and expect a specific result of that
assessment. It will also expect the cooperation from the employees in order to handle the
operations. There are many failures in this case and they all suggests that only one goal must be
focused at one time. for example a hotel has taken a decision to increase the revenue from digital
platforms. Although there is one obstacle in this situation and that is requirement for high level
of over bookings. Over bookings happens when all the rooms of the hotels are reserved for that
specified period of time. although hotel has the option to cancel the bookings taken but it only
shows poor handling of operation from the side of hotel. In order to avoid situations such as

these hotels has the option to use a initiative completed by the software developers and that is
known as Oracle Opera. It is a management system created to handle aspects such as these of the
property. This tool helps the hotel to avoid situations related to over booking so that consumers
do not have a bad impression of a hotel. Also it helps to set a reminder that rooms are cleaned on
timely basis. Other than this it highlights the rules for booking a room, timings of availability of
items so that guests can have the best experience as possible and they are not charged to take
someone to the second location (Remane and et.al., 2016).
In order to increase their performance hotel sector needs to keep in mind to keep an
effective property management system. As this will help them to improve the outcomes from
customers. This aspect solves the issue of long queues to check in. Oracle OPERA has a mobile
version which allows the staff to help check in the guests through their mobile phones. Other
than this it also has the option to handle and manage reservation, status of room, management of
task sheet, maintenance of room, requests for maintenance and real time updates. In order to
improve efficiency hotel it is necessary that hotel implements the feature of mobile phones as
this way they will be able to serve the guests quickly. This leads to increase the satisfaction
levels of guest and reduce the time they have to wait for checking in. Digital transformation is
about the changes in the culture and operational activities. If the hotel enables a property
management system that is effective then there can be many solutions extracted out from it. Also
it is necessary that leaders are in the right place at the right time because the program of Oracle
can work only if the employees has completed their training, understand the channel of
communication and support to other employees. There are five factors derived by McKinsey out
of which three helps to lead the success of digital transformation are people oriented. The
analysis has helped to figure out that in order to use it effectively hotels must have the leaders
that are eligible so that employees and teams can be guided to a clear path. Also they are
required to build the skills of workers who have just entered into this line of work (Nwaiwu,
2018).
Challenges
Hospitality is considered as one of those industries which is understated and undeserved when it
comes to facilities of digital enablement. Although competition in this sector is increasing

everyday which requires them to keep up with the level of competition. Hotels who are leading
in this sector such as Hilton, Marriott etc. are working on it (Beynon-Davies, 2018).
UCC integration-
Many of the people has agreed to the fact that when the staff of the hotel is not able to
communicate with the guest in an effective manner then the level of satisfaction gets affected.
Other than this only half of the staff of the hotel is able to resolve their complaint. In order to
increase the level of satisfaction hotel needs an effective end to end channel of communication
so everyone’s query is followed and relationship can be maintained with many customer as
possible (Kane and et.al., 2017).
Automatic notifications-
Almost every client who booked a service of the hotel wants notifications. In order to
remove this challenge there is an omni channel solution which is built on communications which
are open, infrastructure drive and engagement of guests on proactive basis (Peter, Kraft, and
Lindeque, 2020). This will reduce errors which are common and improve the outcome. This will
give hotel the control to send notification and they will have the control to release information to
specific no of customers and engage with the option of multimedia. There are some issues in
integrating the system with the internet as it becomes critical to send notification to guests or
security or services related to emergency. This is because many of the sensors are released and to
control all of the information must be sent in real time (CeArley and et.al., 2016).
Voice activated technology-
This aspect is able to be in the system and working because of the up gradation and
advancement in the artificial intelligence. This aspect is replacing the older medium that is
screen time as rapidly many of the sectors are adopting it (Seo, 2017). Organizations dealing in
this sector needs to make a move and enable this in their facilities as it is the future of technology
as well as business and it is necessary to make the customer feel more convenient. This also
requirement more advancement as it is still not able to interact with travelers or travel providers
which is complicated and increases complexity in work. In order to set it right a lot of investment
is needed which not every facility can approve. Although there are some breakthrough devices in

this aspect such as Google assistant and Amazon Alexa which can give the feel of both on tect
and language translation in room which helps to remove the barrier of language and converse
freely between each other (Ismail, Khater and Zaki, 2017).
CONCLUSION
From the above studies it has been concluded that hotels need to come up with an
investment that is sufficient to accommodate and comply their facilities with digitally advanced
technological aspects. This is necessary for the sector in order to achieve growth as people are
fond of it and friendly of it. This makes it an essential to provide them with it at their facility.
Other than this there are software such as Opera which helps the hotels to take out solutions to
many problems. The issue of over booking can be solved from it which also helps to save the
image of the hotel in the eyes of the consumers. Other than this it also helps to remove the issue
of people waiting in long queues just to check in. it allows users to check in form their mobile or
tablets so that they don’t have to wait up in lines which improves the level of satisfaction.

REFERENCES
Books and Journal
Ismail, M.H., Khater, M. and Zaki, M., 2017. Digital business transformation and strategy: What
do we know so far. Cambridge Service Alliance, November.
CeArley, D., and et.al., 2016. Top 10 strategic technology trends for 2018. The Top, 10.
Kane, G.C., and et.al., 2017. Achieving digital maturity. MIT Sloan Management Review, 59(1).
Beynon-Davies, P., 2018. Characterizing business models for digital business through
patterns. International Journal of Electronic Commerce, 22(1), pp.98-124.
Shahiduzzaman, M. and Marek, K., 2018. Digital organisation: A value centric model for digital
transformation.
Bock, R., Iansiti, M. and Lakhani, K.R., 2017. What the companies on the right side of the
digital business divide have in common. Harvard Business Review, pp.2-6.
Remane, G., and et.al., 2016, June. Discovering New Digital Business Model Types-a Study of
Technology Startups from the Mobility Sector. In PACIS (p. 289).
Nwaiwu, F., 2018. Review and comparison of conceptual frameworks on digital business
transformation. Journal of Competitiveness, 10(3), p.86.
Seo, D., 2017. Digital business convergence and emerging contested fields: A conceptual
framework. Journal of the Association for Information Systems, 18(10), p.3.
Peter, M.K., Kraft, C. and Lindeque, J., 2020. Strategic action fields of digital
transformation. Journal of Strategy and Management.