Strategic Management in Tourism: Four Seasons Hotel Case Study

This case study examines the strategic management challenges faced by the Four Seasons Hotel, specifically focusing on the issues of obsolete technology and increasing competition within the hospitality industry. The analysis highlights the need for the hotel to adopt innovative technological solutions, such as robotic technology and automated check-in/check-out services, to enhance service delivery, reduce operational costs, and improve customer satisfaction. Furthermore, the study emphasizes the importance of adapting to the changing business environment and the need for strategic investments, including exploring opportunities with investors like Bill Gates, to facilitate growth and maintain a competitive edge. The report concludes that embracing technological advancements is vital for the hotel's survival and success in the dynamic hospitality market, ensuring competitiveness and customer loyalty. This includes the development of automated check-in and check-out services, and the adoption of robotic technology to improve the quality of services and reduce operational costs. The case also emphasizes the importance of strategic partnerships and market analysis to identify growth opportunities and maintain a competitive edge.

Running head: MANAGEMENT 1
Strategic Management in Tourism and Hospitality: Case Study of Four-Season Hotel
Name
Institution
Author note…….

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Strategic Management in Tourism and Hospitality: Case Study of Four-Season Hotel
Strategies on Obsolete Technology Improvement
Competition has emerged to be a key challenge to many businesses in the market
field. As a result, businesses have developed innovative ideas to improve on their service
delivery and to ensure that their products are of high quality and they meet the demand of the
consumers (Emerald, 2016). In return, the companies realize a growth in their market share
which results to high profits and growth. On the contrary, business that fail to change their
systems in accordance to changes in technology do often lag behind their competitors in the
business field. The competition developed by their competitors may force them to exit from
the business field due to poor sales which result into losses within the company.
Four season hotels have not adopted new technological developments which is a
threat to the hotel following the technological developments being adopted by other hotels.
The failure has resulted to complains from the customers on the poor administration being
applied, that is, an administration that is resistant to technological change. In addition, the
failure has resulted to exploitation of the hotel workers who are overworked so as the hotel
can meet its goals and standards. The application of poor technology in service delivery has
increased the manual work within the company which has increased the production cost in
return. The company reputation is based on its service delivery which might be ruined
following the poor state of services being developed within the hotel. As a result, the hotel
should consider upgrading its services through the application of various technological
developments. The technological developments include,
Adoption of Robotic Technology
The hotel can adapt the robotic technology that aims at incorporating robots in service
delivery within the hospitality field. The technology will help avoid the mistakes developed
by human beings working in the hospitality field following misunderstanding and
development of errors (Qureshi & Shajjad, 2017). Furthermore, the strategy will offer a
solution to the low work force within the business field. The technology also saves the hotel
on labor cost which in return lowers the cost of production. In addition, the strategy will serve
as a relief to the workforce since they will develop their services through a computerized
system other than on using their own energy. Following the application of the strategy
customers will appreciate the services offered to them since they will be of high quality and

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non-oppressive to the hotel employees. The satisfaction developed will help advertise the
company brand based on services developed by the company. In return to employee and
customer satisfaction the hotel will realize significant growth and an increase in the number
of guests to the hotel due to efficient service delivery system.
Development of Automated Check in And Check Out Services
The company can develop automated check in and check out services within the hotel.
Quick services are a relief to many guests and helps develop their loyalty towards a company
more so in the hospitality field (Lad, 2018). While using the automated check in systems the
clients are able to book for rooms through the company online platforms. Automated check in
helps save on time that would have otherwise been used on the reception to register for a
room. The web Automated check in and check out systems ensures that guests are served
more quickly since information is already updated in the system. In addition, the automated
platform should offer a platform for the customers to share their views concerning the
company services. The views provided will help the company in determining its performance
and in citing the weakness portrayed in its system. The hotel can use the platform to ensure
that it delivers high quality services by improving on its weaknesses which will help develop
high quality services. Lastly, the hotel should develop a supportive team to guide the
customers as they use the automated system. The team should also reply to customers
concerns helping develop a conducive and interactive environment with their customers. In
addition, the company is able to serve a huge number of customers within limited time which
helps increase the production capacity of the hotel (Neo, 2010). Furthermore, the experience
of the customers helps develop their loyalty and to influence their friends to visit the hotel as
well. As a result, the company increases the number of customers which increase the profits
in return.
The application of the above strategies can be developed by liaising for support from
great investors who have endorsed the company for example Bill Gates. Similarly, the
company can use the support to invest in the emerging market by opening new branches in
the regions. The development will be enhanced by the consistent growth developed from the
application of technology development in the company activities.

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Conclusion
Technology development is vital for the survival of any business within the
business field failure to which a business will face extinction from the business market. As a
result, Four season hotel should consider embracing technology and monitoring of changes in
the business environment for it to develop competitiveness and to ensure its existence in the
business field. The competitiveness will be developed from the quality services delivered by
the hotel to the customers which in return develops satisfaction. The customers develop
loyalty to quality services that are based on their needs. Customer satisfaction helps market
the brand of the company to other people through the customers. The awareness assures the
hotel of high demand for its services following an increase in number of visitors visiting the
hotel. Following an increase in customer numbers the company realizes increased profits that
will be used to facilitate its growth and development.

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References
Emerald (2016). High tech meets high touch in upscale hotels. Journal of hospitality and
tourism technology, pp. 1-24. Retrieved from http://mc.manuscriptcentral.com/jhtt
Lad, K. (2018). Top 4 ways you can super simplify check-in/check-out at your hotel.
Retrieved from https://www.hotelogix.com
Neo, C. (2010). Embracing self-service technology for hotel productivity growth. UNLV
theses, dissertation, professional papers, and capstones, pp. 1-29
Qureshi, O. & Sajjad, R. (2017). A study of robotics in the hospitality sector and its
emulation in the pharmaceutical sector. Health science journal, Vol. 11 Issue 1, pp. 1-
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