Digitalisation Impact and Strategic Analysis for Hilton Hotel Growth

This report examines the impact of digitalization on Hilton Hotel's business growth, focusing on project management, research methodologies, and data analysis. It begins with an introduction to digitalization and its significance in the modern business environment, particularly for communication and data management. The report analyzes Hilton Hotel's aims, objectives, and project management plans, including scope, risk management, quality control, cost, and timelines. It details a time line and action plan, including work breakdown structures, Gantt charts, and research steps. The research involves data collection via questionnaires, targeting approximately 30 respondents in London. The report also provides a detailed analysis of the research process, data interpretation, and resource evaluation, culminating in recommendations and findings regarding the impact of digital technology on small businesses and innovation within the hotel industry. The report concludes by summarizing the key findings and their implications for Hilton Hotel's strategic development and future growth, emphasizing the importance of adopting and integrating digital technologies for enhanced competitiveness and customer satisfaction.

Managing Successful
Business

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Aims and objectives...............................................................................................................3
P2 Project management plan.......................................................................................................4
P3 Time line and action plan.......................................................................................................6
TASK 2............................................................................................................................................9
P4 Conducting small scale research using research methods....................................................9
TASK 3..........................................................................................................................................11
P5 Data interpretation and evaluation of resources...................................................................11
Recommendation and findings..................................................................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Digitalisation is that concept which help in utilise new media and electronic techniques
that are used for communicating and interacting with providing correct information and data
through internet. This will show that in the current business world in which each organisation is
use effective digital technology for increasing and rapidly changing in communication. An
organisation will available for preparing documents and recording data or information and this
will assist in achieving desired gaols and objectives (Ahmed Dine Rabeh, Jimenez-Jimenez and
Martínez-Costa, 2013). The report is based on Hilton hotel which is situated in United kingdom.
The purpose of this project is to analyse various aims, objectives and research project is
discussed. The report is describe the growth of Hilton by using digitalisation in proper manner.
Along with this, the report is also help in gathering accurate information and data and identify
best solution for possible for each task.
TASK 1
P1 Aims and objectives
This is very essential for formulate basic motives and goals that will help in developing
effective strategies and policies so that this will assist in attaining setting targets of business.
Hilton hotel can also make common changes in their different functions and activities of an
organisation that includes production, human resource management, researching, development
etc. in these time, the competition will increasing which is based on business operations and its
major functions (Introducing Research Methods. 2017). The cited firm will set their target for
gaining and earning maximum profitability for attracting large number of customers. This is
important for the Hilton hotel is make proper modifications for adopting better place in top
market place. They should introduce new digital technology with the help of business operation.
It is necessary for firm is to develop correct changes and make creative and innovative products
which reach the huge people. With the using of new and latest technology, an organisation will
developing and producing popular brand that will gain attention of large number of people
(Chesbrough, 2010). There are two technology which help in managing different activities of
business that includes artificial intelligence and big data analytics. Also this will describe that
digitalisation is directly impact on positive side of growth and success.
Topic: Impact of digitalisation on business growth on small businesses and innovation

Back ground of project:
In this project, the main focus on advancement of technology and its directly influence
the whole business growth of all type of companies. Digital technology are not very largely
developed and also this will be a reason for unsuccessfulness occurs in most of the companies.
This is important for the business is to develop advanced technology and implement them for
fulfil all requirements in proper manner (Crane and Matten, 2016). There are various modern
techniques which are slow the traditional model that are used for performing business operations
and its functions. The impact of business is directly attracts towards all company functions.
There are different techniques which help in saving more data or information that includes clod
computing in which company can store their most important files and save from any threats. The
second method for storing data is digital technology where company is expanding and promoting
all business activities and functions. Another is social media which provide platform where they
introduce modern techniques and methods. Hilton hotel will also use digital technology for
increasing and expanding their market area and gives them best quality products and services to
their customers. This will assist in providing benefits for create and innovate new type of goods
and services and serve among customers.
Aims- The major aim of Hilton hotel is to establish new inspiration for future generating in
context of digital technology and the main purpose is to expand digitalisation. The aim is “
Impact of digital technology on supporting small business growth and innovation: A case study
of Hilton.”
Objectives:
 To evaluate the requirements of changes in advanced technology and also utilisation of
innovation in Hilton.
 To recognised the use of digital technology in Hilton hotel.
 To analyse digital technology effectively and also rearrange all business growth and
success of organisation.
P2 Project management plan
This is necessary for the company is to prepare management plan within an organisation.
This can be refers to the formal agreement that are used for managing and implementing the
particular project (Den Hertog, Van der Aa and De Jong, 2010). It consist various functions and
activities which are essential for making, describing and integrating activities that are mainly

prepared by enterprise. This is determined as providing long term success to company in
effective manner. Hilton hotel desire to carry out changes in business goods and services and
also introducing latest technology for their desired buyers. There are such points which are
explain as under: Scope of project- In the modern time period, the scope of project is higher and this will
provide opportunities for increasing their profitability and productivity. Along with this, a
company will use this aspect for managing al business functions and activities at
international level (Eckerson, 2010). They also introduce new technology that can attract
large number of customers towards their innovative goods and services. Risk management- The level of risk factor is increasing due to establishment of new
brand in the market of UK and company have lots of customers who already attract with
their new technology products in comparison with other hotels. It is important duty of the
management is to eliminate and remove all major issues or problems which occurs at the
time of production and manufacture products. They should also evaluate the risk factor
which help in taking accurate decisions for and complete project on given time period. Quality control- It is one of the major factor in which firm need to work and there are
different companies that will help in smooth running of technological functions and
activities in the large market place (Gebauer, Edvardsson and Bjurko, 2010). Hilton hotel
should conduct good examination in which they try to analyse different type of services
that are provided to the customers. Cost- The cost of each project is very high and expensive and they can easily gives good
and effective network. An organisation will prepare large amount of funds which
required to be manage and control all major activities. Time- It is very essential for proper allotment of time which has to perform each activity
on given time period. Company provide different activities and functions to their
employees which should be conducted at right time (Incelli, 2013). Hilton hotel will
given enough time for conducting research and also developing the department that
implement the new project success.
 Communication- After completion of this project, it is important for the company is to
make good communication with employees and also provide proper information to each

level of department. The effective ideas and thoughts of employees can be reach to the
manager and help in taking accurate decisions in proper manner.
P3 Time line and action plan
Work break-down structure is that structure which consist of organisation gaols and
objectives that are used for achieved in given time period (Jones and Lubinski, 2012). This will
help in managing and controlling basic activities on time. By distributing each work among
employees in equal manner so that they can easily complete work in time. This will also reduces
the work pressure and decrease work load.
Gantt chart states that all major activities and functions will be conducted by enterprise
that can help in completing each task in less time period. This will basically developing a design
of pyramid. It is necessary for making an action plan at the time of conducting research to the
firm. By doing effective action plan, work or task will properly implemented within an
organisation and different resources can be used for reducing wastage (Kankaanranta and
Planken, 2010). There are certain steps for conducting research that are as follows:
 Analyse the cause by which research is conducted
 Identification of problem
 Define concepts and terms of examination
 Study the literature
 Developing instrumentation plan
 Gather accurate data
 Examine the information
 Respondents are based on implementing effective research
All the major activities and functions are included within the research project based on digital
technology of business activities. Hilton hotel desire to introduce a new and latest technology for
attracting large number of customers. This will help in increasing and expanding company
market share and gain more profitability. It is determined as major issue. Leaders are mainly
experienced that they will must be done their each task or wok in given time period for gaining
more profits (Lai and Ong, 2010). Sometime they will take long term for reaching the desired
goals and objectives. After the above activities are completed then it will assist in implementing
the sample size that will be shown as approx. 30 people and on which the entire project are
executed and also take major decisions for managing these factors. By doing random sampling

they can select almost 30 people who take part in filling questionnaire forms. The reviews and
views must be taken for gathering data and information that will properly analysed by firm.
Therefore, they will easily take appropriate decisions for the welfare of society.
After the implementation of all these activities, action plan should be prepared whose
time period is start from end date of completion (Lin and Chen, 2012). Hilton hotel is used
primary source of research for collecting proper data and information. Along with this,
questionnaire will be prepared for reaching the end point. There are only 10 questions which are
prepared by company and that will be ask by respondents which select by firm. 30 respondents
are representing approx. 100 people at same time period. All the people or respondents are based
in London so that the choice of people are based on London.
Those people who take part in doing research, they need to reviews all dates again and
again and execute all major activities which are based according to these factors. For managing
successful business, it is very complex task for the company (Shang, 2012). For introducing new
technology, it is not an easy task for take care of each and every functions that will be conducted.
The action plan which has been designed that are as under: Population of research- The large of people are doing research on a similar topic so that
it will became difficult for manager is to choose best quality project among them. This
will take approx. 18 days. Clarify the problem- This is another activities where company manager as well as
employees required to solve and identify all issue while making the project. This will
consume more than 13 days. Review the literature- The literature should be clearly read and carefully analyse the
main point of research and also continue for taking reviews and views on specific
research topic by every employee and manager (Smith, 2011). This will take more than
10 days. Terms and concepts of study- After that, it is necessary for company is to analyse and
understand the terms of that particular study. This will examined that, all the concepts of
topic research should be match with their objectives and aims in any manner. This will
take 6 days.

 Identify the topic of research- It is important for employees is to analyse the topic of
research by which they can search those topic that will need to be added in this project
report (Smith, Binns and Tushman, 2010). This will consume more than 4 days. Collect data- This is also necessary for gathering and collecting required information
which are useful at the time of making project report. It will take only 4 days.
 Formulation of instrumental plan- At last, company should formulate the instrumental
planning which help in implementing research report in the firm. This will consume 2
days.
Action plan:

 People Engagement- They are employees and users of Hilton hotel and also experienced
data analysis. Place- The secondary method will analysed the data or information by using internet or
websites (Trimi and Berbegal-Mirabent, 2012). Data gathering place- Mostly data should be collected by analysing marketing that
considered by corporates.
 Dates of data reviews- Information and data is reviewed.
TASK 2
P4 Conducting small scale research using research methods
In order to collect data the researcher has two different options through which all the
relevant information can be gathered. While carrying out research it should be very clear that
which method has to be selected and what all are the advantages of same. On a broad concept
data can be collected using two different techniques which is primary and other is secondary. A
particular method has to be mentioned in the research as only than it is considered as a research
(Kankaanranta and Planken, 2010). In the following report both the data collections methods are
being utilised.
Primary method – It is a system in which data is collected by different individuals involved in a
research by themselves. It is a fresh information which is being gathered specifically for that
particular research topic. There are different techniques which are used under this system and the
one used in this report are discussed below in detail:
 Sampling – It is a system in which selection of respondents is done investigation on
whom will be conducted. They are selected on different basis as some are chosen at
random basis and other are chosen keeping a fixed criteria. In the following report sample
size of 20 is kept and from them questions regarding the research topic are asked and
their response is recorded for making further interpretation (Lai and Ong, 2010).
 Questionnaire – It is a quantitative technique through which data is collected in numeric
terms which is further presented on graphs so that better understanding is made possible.
It gives a clear idea about the research and is also interpreted in quantitative term so that
clear image of the research can be presented.
Questionnaire

Name -
Age -
Gender -
1. Does Hilton has need to implement digital technology?
a) Yes
b) No
2. Does advance technology makes work easy or complicated?
a) Easy
b) Complicated
3. Is using digital technology is a time consuming process?
a) Time consuming
b) Time saving
4. How Digital technology helps Hilton?
a) Reduce cost of operation
b) Raise customer satisfaction
c) Assist in producing goods and services
d) All the above
5. Does digital technology has positive impact on raising marketing activities?
a) Yes
b) No
6. How would the present customer will respond to the advancement in technology?
a) Positive
b) Show resistance
7. Is implementing digital technology at Hilton is a time consuming process?
a) Very time taking
b) No time taking
c) Require a little time
8. Does Hilton has all the required resources for implementing the digital technology?
a) Yes
b) No
9. Can Hilton survive in the competitive world without using the digital applications?

Secondary Data – It is that information which is available already and was collected by
some other person. It helps researcher in saving much of the time and according to the need and
nature of data the source for secondary information is selected. It can be gathered through net,
books, journals case studies etc. which are available related to the subject matter. In the given
study use of case studies are done which helps in understanding the impact of digitalisation.
Case study 1 – The main of Hilton is to deliver quality services to customers so that profitability
of business is maintained. For this it should work on developing applications through which
more effective costumer interaction can be established. Customers needs changes in the services
as they get bore when served with same type of products. Therefore adaption of latest trends in
code of conduct should be done so that no possible opportunity in the market is missed out.
Case study 2 – Hilton is a big brand and cost much to the customers therefore it is necessary for
this brand to work on bringing changes so that users interest in the brand is maintained. New
ways should be made available in the market through which better interaction with the clients
can be done.
TASK 3
P5 Data interpretation and evaluation of resources
In order to get a clear picture of collected data it is important that the received
observations are presented in a graphical manner as through this results can be achieved without
much efforts. There were 20 respondents which were chosen on a random basis and there
response are recorded in the following manner.
Theme 1 – Hilton need to work on its digital technology
Does Hilton need to work digital technology? Observation
Yes 18
No 2

Yes No
0
2
4
6
8
10
12
14
16
18
20
18
2
Column B
Interpretation
A sample size of 20 respondent were taken and it was asked from them that weather
Hilton needs to give emphasis on the use of digital technology. It was observed that according to
most of the employees there is a scope for advance technology in the business and with the
implementation of such applications growth in business can be observed. It shows that Hilton
should work on discovering different areas where there are options of bringing change and
developing the existing standards. This will help in increasing the overall results of the
organisation.
Theme 2 – Advance technology makes work more easy
Does advance technology makes work easy or
complicated?
Observation
Easy 17
Complicated 3

Easy Complicated
0
2
4
6
8
10
12
14
16
18 17
3
Column B
Interpretation
When question was related to the complexity of use of digital technology tan most of the
people were in favour of this new conduct. It shows that using the digital technology is not a
tough process and make the work more easy and hence should be adopted to facilitate the various
operations.
Theme 3 – Digital technology is a time saving process
Is using digital technology is a time consuming
process?
Observation
Time consuming 1
Time saving 19

1
19
Time consuming
Time saving
Interpretation
It was asked from the employees that weather through doing operations with digital work
more time is consumed or time is saved than according to 19 people quality time is saved with
the intervention of new technology which shows that more and more digital work should be done
so that productivity gets increased and hence total timely completion of work is done which
further adds value to the brand name.
Theme 4 – Digitalisation is of different use to Hilton
How Digital technology helps Hilton? Observation
Reduce cost of operation 2
Raise customer satisfaction 1
Assist in producing goods and services 3
All the above 14

Reduce cost of operation
Raise customer satisfaction
Assist in producing goods and services
All the above
0
2
4
6
8
10
12
14
16
2
1
3
14
Column B
Interpretation
There are different areas in which the digitalisation has its impact. The major one are
reduction in cost of operation, increase in clients satisfaction level, help in producing final
product or service. It was asked from the employees to select one of the above options and show
which area is best benefited through the latest technology. It was surprising but according to the
employees there is no particular section which gets the advantage of this technology but the
overall development of different areas can be done with the help of implementing the advance
digital applications.
Theme 5 - Digital technology has positive impact on raising marketing activities
Does digital technology has positive impact on
raising marketing activities?
Observation
Yes 18
No 2

Yes No
0
2
4
6
8
10
12
14
16
18
20
18
2
Column B
Interpretation
When the impact of digital technology was observed in the business that the results came
that it has its positive impact over the marketing activities also. Through the new and advanced
applications more effective marketing can be done which is capable of capturing higher market
share and giving better and favourable results to the company. It shows that more and more
marketing plans should be made which are supported with digital technology so that increase in
brand name can be observed.
Theme 6 – There will be a positive reaction of customer towards the advance technology
How would the present customer will respond to
the advancement in technology?
Observation
Positive 19
Show resistance 1

Positive
Show resistance
0 2 4 6 8 10 12 14 16 18 20
19
1
Column B
Interpretation
Most of the time it is observed that people do not like change and wish to continue with
their old habits only. In case of new application options when put before customers it was found
that they like the change and want company to innovate their existing services. It shows that to
attract more clients timely changes in the present systems are of great help. It will raise the brand
image in the market as companies which make advancements on continuous basis are consider to
be having effective research and development team.
Theme 7 – Implementation of digital technology require a little time
Is implementing digital technology at Hilton is
a time consuming process?
Observation
Very time taking 2
No time taking 6
Require a little time 12

Very time taking No time taking Require a little time
0
2
4
6
8
10
12
14
2
6
12
Column B
Interpretation
Implementing change takes time weather it is a alteration in present applications or any
other sector. According to the survey it was found that a little time is required to make the use of
advance application work in a business scenario and therefore appropriate planning must be done
in same manner.
Theme 8 – Hilton has all the required resources for implementing change
Does Hilton has all the required resources
for implementing the digital technology?
Observation
Yes 17
No 3

17
3
Yes
No
Interpretation
It is required before starting with the process of bringing change that all those resources
which will be needed to facilitate new advance technology are made available. When the
employees were asked about the availability of those sources that may be require while bringing
change than it is observed that Hilton has enough presence of those sources and can start with the
process of bringing modifications in the code of conduct.
Recommendation and findings
Hilton is a well developed and established chain of hotel industry. As this organisation is
spread at a global level it needs to ensure the quality and standards of its services. Therefore it
becomes necessary for the same to remain updated with the new changes that are taking place in
the industry. According to the demand of customers modifications are made which helps in
developing long term benefits with them. The senior management should look into the matter as
above discussion shows the different advantage which organisation has if use the new and latest
technology in its daily operations. With the help of cloud technology better control can be kept
over the operations of business as through this information travel long distance and reach to the
potential user. Apart from these it is also helpful in doing the promotion of brand name in the
market as digital message cane b spread in less time and are also economic.

CONCLUSION
From the above discussion this has been summarised that before bringing a new change
in the business all the related aspects of same should be discussed in detail so that right
interpretations are made. It is found that effective source of data collection should be selected so
that all the quality facts are discovered and no information that can influence the decision should
be missed out. Implementation of digital technologies should be done in Hilton so that better
results supported with quality and standards can be observed in the businesses. The questionnaire
which was conducted gave the response of different employees working with the same brand
who favoured this change and show what all developments it can bring along with it.

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Online
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