Business Report: Digitalization Impact on Marriott's Capabilities

This report investigates the impact of digitalization on organizational capability changes, specifically focusing on Marriott International. The study begins with an introduction to digitalization, its importance, and the chosen case study. A comprehensive literature review explores the role of digitalization in organizations, challenges during implementation, and its impact on change management. The methodology outlines the research approach, followed by results and findings from data analysis and thematic analysis. An evaluation of these findings, drawing from both primary and secondary research, is presented. The report concludes with recommendations for Marriott, based on the research findings. The research aims to identify the role of digitalization, articulate challenges faced, and determine how digitalization aids in managing changes within the organization. Key areas covered include the benefits of digitalization, employee pushback, lack of expertise, and the use of digital platforms for effective change management. The report also highlights the importance of research in understanding digitalization's impact on organizational capabilities and the development of effective strategies.

Business and Management

Table of Contents
Topic: Impact of digitalization on organisational capability changes.............................................4
Chapter 1: Introduction....................................................................................................................4
Chapter 2: Literature Review...........................................................................................................9
The role of digitalisation in organisation.....................................................................................9
Challenges arise during implementation of digitalisation.........................................................10
Role of digitalisations in managing changes within organisation.............................................12
Chapter 3: Methodology............................................................................................................13
Chapter 4: Results & Findings.......................................................................................................17
Data analysis..............................................................................................................................17
Thematic Analysis.....................................................................................................................18
Chapter 5: Evaluation of Findings.................................................................................................23
Findings from primary research.................................................................................................23
Findings from secondary research.............................................................................................23
Chapter 6: Conclusion and Recommendation................................................................................25
Conclusion.................................................................................................................................25
Recommendation.......................................................................................................................25
REFERENCES..............................................................................................................................27
Appendix..........................................................................................................................................2

Topic: Impact of digitalization on organisational capability changes
Chapter 1: Introduction
Digitalization is considered as process of converting or translating information in a digital
format. It is also considered as method which provides assistance to a company through which
they can operate its business practices as well as operations in impressive way by accomplishing
their desire target according to set standard. In current time it is necessary for each and every
organization to adopt digitalization because through that they can do practices and operations in
effective manner as well as it also improve performance and minimize error (Burton, Obeland
Håkonsson, 2020). Organization selected for conducting this research project is Marriott
International hotel which is American multinational diversified firm operating in hospitality
industry. It is introduced by J. Willard Marriott and Alice Marriot in year 1927 as well as its head
office is situated at Bethesda, Maryland United State. The respective company nested their
business around the world which helps them in covering more numbers of audiences. It is
essential for respective hotel to adopt digitalization at their workplace as that will help in
assessing management in conducting business activities and operation in effective ways which
leads to attainment of pre determined goal successfully (Heeks, 2020). The respective project
will include information related to how digitalization is playing effective role in a company. In
addition to this it will also include role of digitalization in a company as well as what are the
challenges which are faced by staffs while implementing digitalization at the workplace. It also
includes practices as well as managing changes which a company may adopt for understanding
whole concept of digitalization in effective manner.
Theoretical background and research focus
Research aims
“To determine the impact of digitalization on organisational capabilities changes”. A case study
on Marriott International
Research objectives
• To identify the role of digitalisation in organisation.
• To articulate the major conflicts which have taken place via the implantation of
digitalisation at workplace.
• To determine how digitalisation help in managing changes within the organisation.

Research questions
• What are the roles of digitalisation in organisation?
• What are the challenges faced by employees while implementing digitalisation in
activities of Marriott International?
• How digitalisations help in managing changes within organisation?
Review key publications and themes
• What are the roles of digitalisation in organisation?
As per the article published on Digital Agency Network (DAN), 2020, digitalization is
considered as situation when a person use digital technology in order to change a business model
as well as provide new revenue as well as valuable opportunities for growth (What Is The Role
Of Digitalisation In Business Growth?, 2020). Through digitalization a company able to gain
competitive advantage at the workplace as through it management and employees able to
conduct things faster, cheaper and better than their competitive companies. Moreover, by
adopting digitalization a company able to improve their quality as well as promote consistency at
the workplace. There are several roles played by digitalization in a company through which
company able to conduct their business operations and functions in effective manner. From
which some of the essential role are mentioned below:-
• The role of digitalization is that it helps a company in saving their cost by minimizing
wastage, using resources properly and many more. This is so because when an organization
adopt digitalization they able to conduct their work properly with minimum or no wastage which
reduce cost of extra usage of resources.
• Digitalization also helps an organization in conducting effective customer interaction so
that they can develop as well as maintain proper relationship with customers(Coreynenand et.al.,
2020). Through this company also able to build good relation with customers which make them
loyal which leads to increase in sales successfully by retaining them for long time.
• By adopting effective digitalization a company able to attain their desire mission as well
as vision. This is so because digitalization helps in adopting as well as implementing technology
properly which minimise error and leads to adopting changes successfully at the workplace.
These are the main roles of digitalization which a company may experienced while conducting
their business operations and functions effective manner.

• What are the challenges faced by employees while implementing digitalisation in
activities of Marriott International?
As per the blog given on JABIL, 2020, companies which adopt digital transformation or
digitalization experienced numbers of benefits such as enhance market shares, high engagement
of employee’s moral, enhance customer revenue, customer’s engagement and so on. But it is
seen that a company experience numbers of challenges while adopting digitalization at their
workplace due to which the implication is not easy for the firm as well as their management (Top
5 Digital Transformation Challenges (and How to Overcome Them), 2020). One of the major
challenges which are faced by an organization is employee’s pushback, according to which in
many companies employees are not in favor to adopt digital technology at the workplace.
They generally think that company is adopting high technology which leads to job loss as well as
their value get decreased at the workplace due to which they force not to implement digital
platform at the workplace. Along with this, another challenge is relate to lack of expertise that
will leads digitization initiatives, in respect of this challenge if a company have less
knowledgeable as well as experience staff they not able to implement challenges properly
according to the standard which impact on the performance. In addition to this, budget is also
considered as major challenges due to which company not able to adopt digitalization at their
workplace for change (Heeks, 2020). In context of this, when a company implement new
technology they need to change each and every setups as well as they also need to provide
training to staffs so that they can enhance skill that leads to conducting work properly for
attaining goal.
• How digitalisations help in managing changes within organisation?
As per the article given on timecamp it can be determine that through digitalization a company
can adopt change in effective as well appropriate manner. This is so because digital platform
provide numbers of ways through which an organization management adopt as well as
implement changes in successful manner (5 Ways in which digitization is changing business
world, 2019). For example artificial intelligence is one of the parts of digitalization according to
which a company may use AI for conducting operations as well as practices related to business
in proper way which leads to attainment of goal successfully. In addition to this digital platform
also help a company in conducting work effectively so that they can ensure that changes which is
adopted by management are effective as well as that will help in growing business at the

potential market. Along with this digitalization also help a company in providing quality training
as well as development to employees in different way so that their skills, capabilities and
knowledge can be enhanced successfully (Latilla and et.al., 2020). In addition to this, through
company manger as well as leader able to ensure that employees are performing properly which
help those in attaining desire goal successfully with high quality performance as well as
minimum wastage.
Research hypotheses
A research hypothesis is considered as clear, specific and testable predictive as well as
proposition statement which is about the standard outcome of a particular research study that is
based on specific property of a population like assumed difference among the group on a specific
variable as well as affiliation among variables. In respect of respective research, a research
hypothesis is based on determining impact of digitalization on a company capability of adopting
changes(Hoekman, 2020). This is so because for every company a change is necessary because
through that they can improve their workplace as well as working. In addition to this a change
can be implemented by a company through adopting proper digitalization in effective and
appropriate ways so that company may conduct their business operations and functions properly.
By conducting respective research, Marriott International hotel able to develop strategies as well
as plans in effective way for adopting digitalization successfully at their workplace.
Justification and contextualization
Why is your research important?
It is important to conduct respective research because through it researcher able to gather
information related to the impact of digitalization on a company capability changes. This is so
because in current time it is essential to adopt digitalization in each and every sector as that will
help in conducting business operations and functions in effective manner. In respect of respective
research when researcher gather information, data and statistics they able to understand about the
digitalization as well as how it impact on the capabilities and effectiveness of a
company(Kohtamäkiand et.al., 2020). In addition to this, by conducting respective research,
project manager able to gather information related to the role of digitalization in a company as
well as respective research is also important to gather information related to challenges which are
experienced by employees while implementing digitalization at Marriott international hotel.

Respective research is also important as that aid in determining how adopting digitalization help
in managing changes at the workplace.
Why is it important to find what you are trying to find?
In current time each and every company is adopting digitalization as through that they
will do its practices in successfully way as well as it also aid them in doing activities and
functions related to business in proper manner which leads to accomplishment of desire aim
successfully. So it is determined that every firm needs to adopt digital platform at the workplace
and they also need to develop strategies accordingly. In addition to this the aim of creating
respective report on digitalization is to help companies in determining impact of digital platform
in adopting change at workplace. So it is essential that researcher conduct research on specific
topic so that they can develop strategies as well as plans accordingly. Along with this objective
for conducting respective research is know about the role of digital platform in a firm according
to which management need to develop strategies and plan respectively. Research also include
information related to the issues experienced by an organization while implementing
digitalization at the workplace which help in determining strategies for resolving issues
successfully. Through this research researcher try to find how digitalization aid in managing
changes at the workplace.
How will it build on the existing body of evidence?
Hereevidence is considered as technique or tool that is adopted by a project manager for
gathering information as well as data in a proper way as that will help in attaining predetermined
objective as well as target effectively(Latif, Mahmoodand Ali, 2020). There are main two kind of
methodology of researchthatresearcherwill implement i.e. primary and secondary method.
Primary method is first hand collected data due to which it is expensive as well as time taking
method. In addition to this, secondary data are those which are collected by researcher from the
existing book, articles, newspaper and many more. In context of respective research, researcher
adopt data related to digitalization through the existing sources like online as well as offline
books, articles, blogs, newspaper and so on. In addition to this data gathered by researcher is
described in the section of Literature review.
Problem statement
In current time digitalization is adopted and implemented by each and every company
because through that they able to conduct their work in effective manner as well as it also leads

to growth of company effectively. In addition to this, digitalization also make work of employees
easily as well as it will also enhance their productivity successfully. In respect of Marriott
International hotel they are conducting their operations at the worldwide level as well as they
also use high technology but due to some reason they not able to fully utilized it. This is so
because their employees are not much experienced as well as there are some employees who are
not interested in adopted technology (Scholz and et. al., 2020). So it is essential for the respective
hotel management to aware employees about the impact of digitalization on the hotel capabilities
of change so that they get motivated as well as encouraged for adopting changes related to
technology in effective manner.
Is it timely? Does it respond to an existing need? What makes it so?
Yes project is done in a planned as well as timely way because project manager of
research create proper plan and strategies that aid researcher in doing work in systematic manner.
In addition to this researcher also adopt work breakdown structure according to which they can
divide whole work into small section which help members of research team in conducting work
easily as well as in timely manner(Latillaand et. al., 2020). Along with this researcher of
respective report also implement Gantt chart when help them in developing schedule for
conducting each and every work in a timely manner for the attainment of desire goal as well as
outcome in effective way. Yes it will respond to the existing need as researcher able to conduct
project properly as well as timely which help in attainment of goal. The main factors or method
help researcher in doing work properly are work breakdown structure as well as Gantt chart.
Chapter 2: Literature Review
The role of digitalisation in organisation
According to the viewpoints of Sainger (2018), it has been evaluated that behind
successfully running of business at both small and large level, digitalisations plays a crucial role.
It provides a competitive advantages by conducting operations at more fast, better and cheaper
rates. By integrating creative digital solutions, a firm gets efficient competitive edge over rivals,
through renovation or creating innovation in business. Digital technologies not only help in
improving quality of products, but also aid in promoting consistency in services (What Is The Role
Of Digitalisation In Business Growth?, 2020). In context with Marriott International, it has started
business 93 years ago i.e. in the year 1927 by Alice Marriott and Willard Marriott at small level.

But today, it has spread its branches in more than 7484 locations at worldwide level, where near
about 174,000 employees of different background but highly skilled working over there.
Therefore, having large expansion of business gives a number of reasons to this firm to adopt the
concept of digitalisation. It includes saving cost of operations, reaching at global level, making
effective interactions with customers, achieve set mission and vision statement in prescribed time
and more. Among all these things, the most advantage factor that Marriott seeks to gain while
adopting digital technologies is to move one step ahead from its major competitors like Hyatt
Hotel Corporations, Accor Hotel, Four Season Hotel, InterContinental Hotels Group (IHG) and
more (Alsetoohy and et. al., 2019).
Digitalisations provides a number of advantages where most beneficial role is IT
development, through implementation of digital technologies, design of services, marketing and
sales etc. can be developed. By digitalising the business, highly skilled employees can be
recruited in each and every department, that further aids in increasing more competencies of
organisation. Optimum utilization of digital technologies like automated check-in and check-out
facilities, chat-bots, mobility solutions, block-chain and crypto-currency etc. will lead hotels to
attain better positioning within online market. With regards to Marriott Hotel, mobile apps aid a
simple and effective way to engage customers from the moment they are searching for a hotel
until after stay of them (Dasser, 2019). This would help reinforce the loyalty of respective hotel
or rewards program. Moreover, through apps and online websites, management of Marriott
collect useful information like type of accommodation facilities they want, usage frequency,
popular food dishes and items, in order to leverage such information for improving its guest
service. Similarly, incorporating the advanced technologies such as AI and IoT-based
applications allow its guests to plan and book trips, that allows administrations and staff for
providing streamlined services and improving cost, security and time efficiency including overall
customer experience.
Challenges arise during implementation of digitalisation
As per opinion and theoretical views of Udovita (2020), it has been analysed that today,
most of the organisations undergoing a digital transformation in business. It provides a number
of benefits to them like increase market share, enhance customer revenue, high employee morale,
user engagement and more. Through digitalisation, hotels can provide power to customers to
manage and plan own bookings, with listed price, a crypto-currency within a real time exchange

rates, etc. It also helps in offering rooms on attractive discount prices to guests and retain their
interest more longer, by dealing with consistency (Top 5 Digital Transformation Challenges (and How to
Overcome Them), 2020). But transforming business on digital platform arise a number of challenges
as well, in front of every business. With respect to Marriott International, as it has large
workplace with more than 174,000 employees, so it creates difficulties in front of management to
engage them with digitalising way of working. Along with this, lack of expertise for leading
initiatives of new technologies, frame organisational structure with lack of effective strategy and
more, arise a number of problems for its management during transformation of digitalisation.
This process takes a combination of both IT skills and technology to go through digital
transformation, where lack of knowledge will make it difficult for employees to work on the
same. If current systems are holding workers back, then it’s time to reevaluate the technology
partnerships including what it has to offer.
Digitalizing business will bring along its own myriad of some technical challenges where
company need the right people on board. Along with this, organizing training to workforce for
being digitally literate may take lots of time, but consider as advantage factor build the skills
required for innovation (Akbar and Tracogna, 2018). Through making early investments in
people for enhancement of their digital knowledge and skills, aid management of Marriot to stay
ahead with increasing capabilities of offering more consistent services, to generate high customer
experience. But no overarching strategy for transformation of digital technologies like chatbots,
AI and more, arise difficulties in front of management for handling employee pushback issues.
Because experiencing such transformation refers to epitome of discomfort which makes
employees threatened to work with the same, due to lack of proper knowledge. However,
providing training and digital learning program might help in improving their skills and makes
them capable to work accordingly. But having a large workforce seems to be difficult for
Marriott to develop skills of all staff members. In this regard, if only selected people get training
then it may arise feeling discrimination and inequality at workplace, which further impact on
performance of all. Therefore, it becomes necessary for hoteliers to strike a right balance
between workforce and automation, so that higher advantages could be gained. This would also
states that investment in bringing and updating technology is essential for long-term success, but
hotels must ensure that it should not come at the personal service cost.

Similarly, another main factor that arise problems in front of employees and management
of Marriott Hotel, is creating changes in organisational structure during digital transformation.
Driving changes at unprecedented level raise issues in terms of managing workforce with
automation technology. The digital transformation also refers to a substantial initiative which
may require changes in daily routine work of employees. This includes changing in roles and
responsibilities, changing departments and overhaul of organizational structure. For example –
implementing AI and other digital technologies, there is a wide changes within duties of staff
associated in IT department. In fact, creating such changes states that organizational structure
should be in flow, because the new frontier of technology, data science and the customer
experience will require it be so.
Role of digitalisations in managing changes within organisation
According to view points of Lam and Law (2019), it has been analysed that biggest concerns
that organisations dealing in hotel industry focus more with digital workplace, is way technology
is developing fast than capacity of humans to learn and keep up (5 Ways in which digitization is
changing business world, 2019). AI intelligence and machine learning provides an opportunity for
capitalising the human needs via anticipating actions and learning behaviours, in terms of
performing daily routine organisational activities. In context with Marriott, Technological
progress made it possible for this hotel to adjust work schedule as per personal needs and
lifestyle. As many services are provided via technological tools like mobile apps, chatbots etc.,
so its management can easily rely on freelancers as well as remote workers who can deliver their
work through internet and varied platforms. This would help in managing work more efficiently
and make changes in working schedule as per priority needs, more easily. But apart from
simplified workflows that technology has made in hotels, it is essential for management to
ensure that employees must be informed with digitalisation, especially when it comes to change
management. In making communications with employees, technology plays a crucial role in
realising the success of initiatives related to managing changes. It includes way of people
affected with changes, their needs to work on the same as well as how commitment and high
engagement of workforce could be achieved through right actions. Since in Marriott which has
large workforce, face-to-face interaction is not possible or even practicable to be done with each
employee, as they are distributed across various locations at worldwide level. Therefore,

implementing right technology will help in allowing every worker, no matter where or how they
work, for experiencing the touch points necessary to move along with change curve.
As per theoretical perspectives of George Corbin (2017), it has been analysed that changing
transformation of digitalisation from a traditional business model leads to altered overall
Marriott’s culture within unexpected ways. It includes advent of sites such as
Travelocity, Expedia and more, that completely change the purchase
experience of customers, from offline modes to online travel agents (In the
Hotel Industry, Digital Has Made Itself Right at Home. 2017). In this regard, such sites
play a major disruption to hotel industry, because bookings and
transactions through online channels has substantially less costly to than
third party agents. This has prompted the overall development of its
digital channels for reaching consumer directly at wide level. Marriott.com
is the first move of digitalisation, for this hotel that offers advantage in
terms of advent of search engines. This leads to drive change in thinking
about how to could get visibility more far up as customer purchase funnel.
Along with this, whole series of its new strategies and digital tactics has
been employed for winning guest experience at early consideration and
evaluation stages. Similarly, massive consumer shift towards mobile
applications is another major disruption, where all of the online
functionalities and experiential elements built up by Marriott, helps in
increasing its customer base more significantly (Kim and et. al., 2020). This
has prompted the new set of digital strategies and tactics, around its
online booking side of user experience, especially during the trip and
stay. At Marriott, its early mobile platform focuses initially more on
customers’booking experience as well as on transaction. But now it has
moved deeply into “win-the-stay” portion as main digital strategy, where
it provides numerous levels of guest services through its mobile apps
which are relevant in the moment with significant changes.

Chapter 3: Methodology
Research methodology is determined as method that is generally implemented by an organization
for collecting authenticate as well as reliable information in respect of topic so that researcher
will attain desire goal properly (Lee,2020). This will include theoretical evaluation of the
principles and body which is based on brand of knowledge. In order to gather proper outcome a
researcher need to adopt appropriate research methodology that leads to attainment of desire goal
as well as outcome successfully. The respective research is based on the evaluation of
determining the impact of digitalization on organisational capabilities changes.
Analysis-
The research project is based on identifying the ways in which digitisation can create a
particular impact on the business growth of the different types of organizations. Thus in this way
it aims to understand the reasons due to which Marriott Hotel has to consider the digitisation
strategy so that the hotel is able to ensure that the application of the digital strategies and
techniques can be made in a better manner to be able to attain the desired goals and objectives
without problems and issues.
According to the Literature Review, it can be said that digitisation strategy will help
Marriott a lot because it presents a lot of benefits for the organization. In this way the
organization will be able to make sure that it manages the wide variety of changes in a better
manner without facing problems and issues.
Thus the Literature Review points out at the Case Study of the Marriott Hotel which can
be quite helpful for the organizations in order to be able to ensure that the overall level of goals
and objectives related to digital landscape can be attained.

For this researcher adopted numbers of research methods, from which some main are mentioned
below which are used in respective research:-
Research Methods
It is considered as method which is used by a researcher in order to gather information
related to the topic of research. There are main two types of research methods i.e. primary
method and secondary method (Scholzand et. al., 2020).
• Primary method – Primary method is considered as first hand data which is gathered by a
project manager so that they can attain their outcome. It is considered as time taking as well as
costly methods because in this all work of gathering information are done by researcher.
• Secondary method – On the other hand secondary method according to which researcher
of project gather information through the existing information or data such as online or offline
article, books, newspaper and so on.
Justification: In context of this research project, investigator will implement both secondary as
well as primary method. In respect of primary method, researcher gather information by
themselves whereas in context of secondary they will determine information from existing
sources such as book, article, blog and so on.
Research Techniques
It is considered as method which is adopted by project manager in order to gather
authenticate as well as reliable information related to the specific topic of the research. There are
two types of research techniques i.e. qualitative as well as quantitative techniques, the selection
of method is depend upon which type of information a researcher wants to gather for their
research project so that they accomplish it properly (Urbinatiand et. al., 2020).
• Qualitative technique - It helps in gather data which are in the types of word, objective,
observations as well as symbols.
• Quantitative technique – On the other hand, if researcher adopt quantitative data then
they able to gather number and statistical information about the project.
Justification: In context of respective research project manager adopt will adopt both qualitative
as well as quantitative research technique as through that they able to gather more authenticate
and reliable information related project topic.
Sample size for the survey

It is considered as method which is adopted by a project manager in order to decide total
numbers of respondents from the whole population of audiences. By conducting sampling, a
researcher able to determine best respondents for its research evaluation (Urbinati and et.al.,
2020). While deciding the sample size researcher must select appropriate numbers which mean
the respondents are not less in numbers as well as not too high in numbers, because that will
create confusion and impact on the outcome. There are several methods of sampling, in context
of respective research; project manager will adopt random sample sampling because through that
they can select respondents by giving them proper opportunities.
Research paradigm
Paradigm is considered as combination of assumption as well as perceptual orientations
which is generally shared by research community. Through this a project members able to
determine how members of the research community are viewing the phenomena to their specific
community evaluation as well as research method which should be adopted in order to selected
phenomena(Parkand Mithas, 2020). There are two kinds of research paradigm that a researcher
will implement while conducting research work that are interpretative as well as positive.
Justification: in context of this research project manager is adopting interpretative paradigm
because in it based on the subjective experiences of a person which help in gathering proper
information related to project topic.
Methodological approach
This is determined as method or approach that is generally adopted by researcher of a research
for conducting practices as well as functions in effective way so that person and team which
conducting research attain their predetermined goal impressively. There are generally two types
of research approach which can be adopted by researcher of a project i.e. inductive as well as
deductive. Through these approaches researcher may evaluate qualitative and quantitative data in
effective manner.
Justification: In context of this research project, investigator will implement deductive research
methodology because it will required minimum time as compare to other as well as it also help in
attaining predetermined goal successfully.
Target populations
It is considered as targeted audiences selected by researcher in order to gather
authenticate as well as reliable information related to the topic(Wilson, Wnukand Bengtsson,

2020). The audiences selected by researcher for respective report are the employees of Marriott
International Hotel because they can provide more authenticate as well as reliable information
related to their workplace on the basis of implementation and impact of digitalization.
Access and ethics
It is essential for the company researcher to conduct their work in ethical manner because
through that they able to gather authenticate as well as reliable information related to the project
topic. Moreover, it will also help them in avoiding chance that may leads to legal action on them
and impact on the outcome(Wilson, Wnukand Bengtsson, 2020). There are several ethical
aspects which need to be consider such as information, data and statistics must be gather from
the authenticate site or sources as well as it is also necessary to not do any illegal activities while
gathering information related to topic.
Limitations
It is considered as errors or hurdles which impact on the situation related to attainment of
desire goal and objective related to project. A researcher of a project experiences several
limitations while gathering authentic as well as reliable information related to topic. In respect of
respective research, project manager go through several limitations such as lack of funds due to
which investigator not able to gather proper information, limitation of resources according to
which researcher not able to conduct investigation properly for gathering information. In
addition to this researcher also go through limitation related to under skilled team members due
to which researcher not able to conduct work properly as well as according to the set standard.

Chapter 4: Results & Findings
Data analysis
To obtain feedback and perspective of employees and associated people of Marriott
International Hotels on role of digitalisation in success of its business, a self-questionnaire has
been performed. This would help in collecting primary data to address main objectives of
research in following way –
Questionnaire
Name
Age
Job Position
Mail id:
Question 1: Are you in favour with digital transformation of business
from traditional process?
Frequency
a) Yes 25
b) No 5
Question 2: Do you think that digital transformation of business will
help Marriott in increasing its capabilities to meet customer
expectations?
Frequency
a) Yes 18
b) No 10
c) Uncertain 2
Question 3: What are the main advantages that Marriott seeks to gain
by digital transformation?
Frequency
a) Automated check-in and check-out 7
b) Increase in communication flows 8
c) Consistency in customer experience 7
d) All of above 8
Question 4: According to you, what are the major challenges faced by
Marriott Hotel during digital transformation of business?
Frequency

a) Employee Pushback 5
b) Lack of expertise for leading digitalisation initiatives 6
c) Lack of overall digitalisation strategy 4
d) Changes in organisation structure 5
e) All of the above 10
Question 5: Are you agree with concept that digitalisations help in
managing changes within Marriott International?
Frequency
a) Agree 18
b) Disagree 10
c) Not Specific 2
Question 6: Recommend ways through which challenges of digital transformation can be
handled in Marriott International Hotels
Thematic Analysis
Theme 1:
Question 1: Are you in favour with digital transformation of business
from traditional process?
Frequency
a) Yes 25
b) No 5

Interpretation: It has been interpreted from perspectives of 25 respondents from 30 ones, as
shown in above graph that they are highly favoured in digital transformation of business from
traditional process. Because this would not only help in increasing business capabilities to meet
customer expectations, but also aid in increasing their experience during stay in hotels. While
remaining respondents that are 5, they are not agreed with same, as it arises number of
challenges in terms of lack of skills and knowledge for employees, whose working process will
highly affect from this process.
Theme 2:
Question 2: Do you think that digital transformation of business will
help Marriott in increasing its capabilities to meet customer
expectations?
Frequency
a) Yes 18
b) No 10
c) Uncertain 2
Interpretation: From this graphical figure, it has been interpreted that among 30 respondents
18 are believed that through digitalising, organisational capabilities of Marriott will definitely
increase. It will help in leveraging customer experience more efficiently. While 10 respondents
think that it will not provide desired benefits due to requirement of high investment, which may
impact negatively on its profitability ratio. Along with this, remaining 2 respondents states that

outcomes of digital transformation is uncertain, as it depends on market situations as taste and
preference of customers are continuously changing, with robust change in trends.
Theme 3:
Question 3: What are the main advantages that Marriott seeks to gain
by digital transformation?
Frequency
a) Automated check-in and check-out 7
b) Increase in communication flows 8
c) Consistency in customer experience 7
d) All of above 8
Interpretation: From this figure, it has been interpreted that 7 participants out of 30 believe that
automated check-in and check-out process is one of the main advantage factor of digitalising
business. While other 8 are in favour with increase in communication flow and 7 towards
development of consistency in customer experience. Along with this, 8 respondents think that all
these benefits could be easily leverage in Marriott, if process of digital transformation from
traditional ones, will go smoothly.
Theme 4:
Question 4: According to you, what are the major challenges faced by
Marriott Hotel during digital transformation of business?
Frequency
a) Employee Pushback 5

b) Lack of expertise for leading digitalisation initiatives 6
c) Lack of overall digitalisation strategy 4
d) Changes in organisation structure 5
e) All of the above 10
Interpretation: It has been interpreted from this graphical mentioned figure that despite of many
benefits, digitalising business has created a number of challenges as well. 5 respondents out of
30 believe that employee pushback is the major challenge in front of management of Marriott,
while other 6 sticks with lack of expertise for leading its initiatives. While, 4 participants believe
in lack of overall digitalisation strategy, 5 in changes in organisational structure and remaining
10 states that all these factors will arise major challenges for Marriott Hotel, during digital
transformation.
Theme 5:
Question 5: Are you agree with concept that digitalisations help in
managing changes within Marriott International?
Frequency
a) Agree 18
b) Disagree 10
c) Not Specific 2

Interpretation: It has been from all over this graph that 18 respondents of 30 believes that
striking to digital techniques will help management of Marriott in managing the organisation
changes more easily, during transformation of business from traditional to digital. While
remaining 10 are not agree with same statement and other 2 thinks that results is not specific i.e.
it could meet objectives, but not efficiently.
Theme 6:
Question 6: Recommend ways through which challenges of digital transformation can be
handled in Marriott International Hotels
From perspectives of 30 respondents, it has been analysed that for digitally transforming the
business, the major areas where Marriott Hotel needs to concern is investment in development of
employee skills, adaption of digital strategies by aligning business model with its initiatives and
prior market research to analyse competitive tactics. All these process, will help this hotel in
dealing with the challenges of digital transformation more easily.

Chapter 5: Evaluation of Findings
Findings from primary research
From all over primary analysis, it has been analysed that major portion among large
workforce of Marriott International Hotel are properly informed with digital transformation of
business. They are proper aware from way of business is moving towards digitalisation and how
entire work will get affect, after implementation of new technology (Duff, Hancock and Marriott,
2020). This state reflects that employees of respective hotel have been appropriately
communicated by its line managers and upper level of management, about how to work with
digital techniques. Further, they are agreed that through implementations of techniques like AI,
chatbots facilities, block-chain and mobile apps etc. helps Marriott in increasing its business
capabilities. Through this process, its workers become able to understand changes in
organisational activities, which are essential for working effectively. It also helps management of
Marriott in developing and managing changes while transforming tradition to digital business
model (Banalieva and Dhanaraj, 2019). But a number of challenges have also been raised in
front of both employees and managers, while digitalising business. It includes lack of expert
knowledge, employee pushback, lack of effective strategies etc. which leads to arise problems in
managing change as well. For this purpose, it is essential for management to make prior
communications with workers, to get their feedbacks and requirements to work with digital
techniques. Along with this, through organising proper training programs and create inclusive
environment, will enable workers to understanding new working environment and getting
cooperation of each, to work effectively.
Findings from secondary research
Through various opinion and theoretical perspective of researchers in literature review
section, it has been evaluated that with more technology grows, there are more changes will see
in organisations. From range of benefits, numerous challenges are also being faced with digital
transformation in many traditional industries. In hotel industry, transforming business digitally,
not only helps firms in managing their work effectively, but also proves beneficial for its guests
to get access of services within less period of time (Tajeddini, Ratten and Merkle, 2019). For
instance, by providing chatbots facilities, mobile applications and communication through
company’s websites, hotels like Marriott can easily attract new customers and retain existing

ones. Through these online channels, its management can easily make interaction with targeted
audience and bring awareness among them, about types of facilities and various
accommodations, on different price levels. Therefore, understanding the numerous benefits of
digital transformation within hospitality industry, it has been analysed that digitalisation plays
crucial role in promoting brand awareness, increasing operational efficiencies and serving better
customer experience (McLean and et. al., 2020). From secondary sources, it has been further
evaluated that technologies that Marriott Hotel has brought in business for increasing its
capabilities includes Integration of Technology(IoT), Artificial Intelligence (AI) Virtual Reality
(VR), digital housekeeping and many more. Along with this, it also helps in managing changes
within organisational structure and way of operating business. Digital transformation aid in
stimulating such changes by choosing the right technology and find out areas where replacement
or update of technology is essential, to run business competitively. It refers to a big deal for
management for elevating productivity and embracing technological advancement, in order to
bring successful outcomes in business operations (Ristova and Dimitrov, 2019). But apart from
such benefits, a number of problems have also been raised in terms of developing skills and
interactive knowledge of workers with every movement of digitalisation. It consumes much time
and cost for providing training programs to all workers, due to large workforce in Marriott. In
addition to this, offering learning programs to few only also arise threat of discrimination and
inequality among employees. Therefore, all such threats creates difficulties in front of
management, that requires effective tactics to overcome from same.

Chapter 6: Conclusion and Recommendation
Conclusion
It has been concluded from all over report that performing digital transformation is one of
the most essential activities for today’s business organisations. The evolution of digitalising
business evolve a number of significant changes in operations, that drive more efficient success
in further growth and expansion. Further, regularly update the technologies and usage of new
digital techniques help in increasing accessibility of hotel accommodation services, in large base
of customers at world-wide level. Hotels with digital transformation, are not only become able to
create digital campaigns on online platforms but also measure its success, by developing and
maintaining consistency in business for increasing customer experience. Along with this, through
overall investigation, it has also been concluded that for running business competitively and
move one step further from various organisations which deal in same field, companies are also
need to concern on upgrading its employees’ skills and knowledge about digitalisation. Through
this process, they can get full commitment and more engagement of workers in integration of
new technologies in business.
Recommendation
Since it has been analysed from this report apart from number of benefits, a number of
challenges has also been raised in hotels. Therefore, it is recommended to management of
Marriott Hotels to concern on adoption of following strategies, so that higher advantages of
digital transformation could be gained –
 Align the operating model with new business models by considering the right way, will
aid management of Marriott Hotels in reducing its operations costs required for digitally
transforming the business.
 For creating a digital transformation with reduced threat of employee pushback, it is
essential for Marriott to express the new value of services and working process, in a way
that its workforce will admire. For this purpose, they must concern on building a better
communication path with workforce, through which demand of face-to-face discussion
will be reduced.

 For leveraging benefits of technologies, creating professional team in four domains that
are right technology, process people, changes in organisational capacity and market
research. This would help in transforming business digitally more effectively.

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Dasser, M., 2019. Marketing, the change catalyst for digital business transformation: Lessons
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Duff, A., Hancock, P. and Marriott, N., 2020. The role and impact of professional accountancy
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Appendix
Questionnaire
Question 1: Are you in favour with digital transformation of business
from traditional process?
Frequency
a) Yes 25
b) No 5
Question 2: Do you think that digital transformation of business will
help Marriott in increasing its capabilities to meet customer
expectations?
Frequency
a) Yes 18
b) No 10
c) Uncertain 2
Question 3: What are the main advantages that Marriott seeks to gain
by digital transformation?
Frequency
a) Automated check-in and check-out 7
b) Increase in communication flows 8
c) Consistency in customer experience 7
d) All of above 8
Question 4: According to you, what are the major challenges faced by
Marriott Hotel during digital transformation of business?
Frequency
a) Employee Pushback 5
b) Lack of expertise for leading digitalisation initiatives 6
c) Lack of overall digitalisation strategy 4
d) Changes in organisation structure 5
e) All of the above 10
Question 5: Are you agree with concept that digitalisations help in
managing changes within Marriott International?
Frequency
a) Agree 18
b) Disagree 10
c) Not Specific 2
2

Question 6: Recommend ways through which challenges of digital transformation can be
handled in Marriott International Hotels
RESEARCH ETHICS APPROVAL FORM
All students conducting research activity that involves human participants or the use of data collected
form human participants are required to gain ethical approval before commencing their research. Please
answer all relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed research fully with your unit
tutor. Please complete this form in good time before your research project is due to commence.
Section 1: Basic details:
Project title: Impact of digitalization on organisational capability changes.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
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 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Yes
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults: 20-30
How will participants be recruited (identified an approached)?
Through random sample sampling participants will recruit.
Describe the processes you will use to inform participants about what you are doing:
In order to inform participants email will be used.
How will you obtain consent from participants? Will this be written? How will it be made clear to
participants that they may withdraw consent to participate at any time?
It will in written form as well as it will made clear by conducting meeting.
Studies involving questionnaires: will participants be given the option of omitting questions that do
not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief explanation of
the study)?
4

Yes No
Will participants be given information about the findings of your study?(This could be a brief
summary of your findings in general)
Yes No
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Confirm that all personal data will be stored and processed in compliance with the Data Protection
Act (1998)
Yes No
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Management will have the access to personal information and data.
During the research:
Where will the data be stored?
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Yes No
If Yes, please provide further details:
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In the personal computer
How long will the data and records be kept for and in what format?
Till the project will not complete and it will in word format.
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
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Are there any particular features of your proposed work, which may raise ethical concerns? If so,
please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise because of your
research. Please consider/address all issues that may apply. Ethical concerns may include, but are not
limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
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 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may arise in
the course of my research
Name: Date:
Please submit your completed form to your supervisor and also attach to the Research Proposal
when submitting to Turnitin.
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