MG413 Presentation: Analyzing Digital Disruption in Hospitality

This presentation examines the impact of digital disruption on the hospitality sector, focusing on the role of data as a business tool, the changing landscape of job roles, and the skills required for success in this evolving environment. It includes an analysis of online research questionnaires and face-to-face interview questions designed to gather insights from industry professionals. The presentation also evaluates the effectiveness of these research techniques, highlighting potential improvements for future studies. References to relevant academic sources are provided to support the analysis.

Digital Disruption
The hospitality sector

What is digital disruption
• It is the accumulation of the innovative
technologies impacting the value of the
existing products offered in the industry
(Buysschaert et al. 2018)
• The reason behind using the term ‘disruption’
in the current market (Dawson, Hirt and
Scanlan 2016).

Impacts on the hospitality sector
• .The online hotel comparison platforms can
influence the hospitality/hotel industry
ubiquitously (Gilbert 2015).
• These price and quality comparison platforms
have led many travel agencies obsolete having
added convenience to the hotel reserving
processes (Hogarth 2017).
• The customers can easily navigate online and
find what is best for them.

Role of data as business tool
• The same mobile app allows the guest to access
variety of guest services.
• The overriding concern with the digital
disruption is that, it has the potential for losing
personalization (Weill and Woerner 2015).
• The business data when collected and
implemented properly can easily defeat the
digital disruptions and heighten the customer
experience.

Types of job within the sector
• digital technology has become extremely
ubiquitous, the employment and the business
models are getting highly disrupted (Hogarth
2017).
• The machines are developing the capability to
perform complex tasks.
• Front- desk management, culinary services,
room services, sales works, reception will be
automated soon and digitalized too.

Skills required in the new world
• The rapid use of AI (artificial intelligence), Robotics, automation
might result in a complete negation of the use of human
workforce.
• It is predicted that in the next coming 50 years, the computers
and the robotics will do the maximum work. The workers will
require excellent memory and multi –tasking efficiencies lime
machines (Karimi and Walter 2015).
• In the labour market, the world of ‘fourth industrial revolution’
will have significant impact such as the job change, the job
creation, the job destruction, the job shift and others. Fast and
error free work will be demanded from the humans workers
(Møller et al.2017).

Online research questionnaire
• To be sent to the marketing manager of hotel Hyatt ( UK)
• What do you think about the rapid digital disruption ?
• How is it impacting on the hotel industry so far ?
• What is the future implication of the digital disruption ?
• How the jobs and then skill requirements will be changed
by such technological advancements in this sector ?
• How digital disruption has benefitted the hotel?
• How the customer demands have changed with the
change in the technological advancements ?

Face to face interview questions
• To be asked to the CEO of Hyatt hotel( UK)
• Today digital disruption is the fourth revolution in the world. Please share your
thoughts on this.
• How can you compare and contrast the before and after scenario of the digital
disruption in the hospitality/hotel industry?
• Kindly suggest how the organizations can adopt the change and remold
themselves.
• As per your views what are some of the positive and negative effects of the digital
disruption in the hospitality industry and how is it going to change the face of
operations in the coming days ?
• Do you think that the employment will be reduced in the next 10 years and
replaced with AI, robotics and automation ?
• Can machines replace the humans completely or they have their own limitations?

Testing the questionnaires
• After the discussion with an industry professional, it has can be
concluded that the research techniques worked effectively as it
fetched first hand data through the primary research.
• The questionnaires were best to get answers within the time
period of 24 hours.
• The interviews were effective in terms of receiving data from an
experienced person from one of the most famous hotels.
• However, there could have been survey on the staffs too for
understanding how their lives are being changed through digital
disruption.
• It could have been helpful in knowing what difficulties they are
facing for such rapid technological advancements

References
•
• Buysschaert, J., Fernández-Parra, M., Kerremans, K., Koponen, M. and van Egdom, G.M.W., 2018.
Embracing digital disruption in translator training:: technology immersion in simulated translation
bureaus. Revista Tradumàtica. Tecnologies de la Traducció, 16, pp.125-133.
• Dawson, A., Hirt, M. and Scanlan, J., 2016. The economic essentials of digital strategy. McKinsey
Quarterly, 3, p.45.
• Gilbert, R.J., 2015. E-books: A tale of digital disruption. Journal of Economic Perspectives, 29(3),
pp.165-84.
• Hogarth, S., 2017. Valley of the unicorns: consumer genomics, venture capital and digital
disruption. New Genetics and Society, 36(3), pp.250-272.
• Karimi, J. and Walter, Z., 2015. The role of dynamic capabilities in responding to digital disruption: A
factor-based study of the newspaper industry. Journal of Management Information Systems, 32(1),
pp.39-81.
• Møller, L., Gertsen, F., Johansen, S.S. and Rosenstand, C., 2017, June. Characterizing digital disruption
in the general theory of disruptive innovation. In ISPIM Innovation Symposium (p. 1). The
International Society for Professional Innovation Management (ISPIM).
• Weill, P. and Woerner, S.L., 2015. Thriving in an increasingly digital ecosystem. MIT Sloan
Management Review, 56(4), p.27.