Digital Transformation and Leadership: Hilton Hotel Report Analysis

This report analyzes the digital transformation journey of Hilton Hotel, examining the company's response to market changes and the adoption of new technologies. The introduction highlights the importance of adapting to digital trends and the impact on organizational efficiency and culture. The report delves into various aspects of digital transformation, including identifying market trends using techniques like PESTLE and SWOT analysis, and acquiring talent through internal and external sources. It discusses decision-making approaches for quick adaptation and the role of leadership in fostering a positive culture through communication and employee involvement. The report also explores techniques for gaining market insights, acquiring talent, and promoting a culture that supports digital transformation. Overall, the report provides a comprehensive overview of the challenges and strategies involved in leading through digital disruption within the context of the Hilton Hotel.

Leading Through Digital
Disruption
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
TASK 3............................................................................................................................................4
TASK 4............................................................................................................................................5
TASK 5............................................................................................................................................6
TASK 6............................................................................................................................................7
TASK 7............................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Every organisation need to implement and adopt change so that they met market needs. In
digital world there are several trends occurring. This has highly transformed process, operation,
etc. that has led to increase firm efficiency (Krämer, and Kalka, 2017). It is important to have
required talent to adapt and work with change. However, decision needs to be taken in effective
way. Change highly impact on organisation culture. This may be either positive or negative
depending on how staff react to it.
In report it will describe about digital transformation change in Hilton Hotel. Also,
techniques to gain insights and acquire talent. Moreover, collaboration tools will be explained as
well. Besides, what attributes and behaviour is required in leader is discussed.
TASK 1
Now, a day every company is using digital technology and tools in their operations. This is
done to increase efficiency and gain competitive advantage. So, they are focusing on brining
change of digital transformation (Larkin, 2017). It means to use technology in all areas of
operations and integrate it with each other by replacing manual process with digital one. The
change also helps in creating a positive culture and generating value. It helps in facing challenges
easily. Here, In Hilton is taken that is US Company and offer variety of hospitality services. The
hotel is going through digital transformation. It is evaluated that Hilton Hotel is facing threat of
stiff competition from rivals. Also, there is decline in their sales and profits due to covid 19.
Hence, the objective of hotel is to enhance customer experience and provide high quality
services to them through digital transformation. It will enable in retaining of customer and
reducing waiting time as well. Hilton is focusing upon using digital technology for enhancing
overall engagement of employees. This digital; transformation is helping Hilton to reduce
complexities associated with employee engagement. Hilton is focusing upon investing upon
digital technology and are encouraging employees so that they can provide their feedback for the
same for leveraging engagement of employees.
TASK 2
It is necessary for Hilton Hotel to identify changes so that that is occurring in market so that
they can make digital transformation. The changes and trends must be identified and info is
obtained about it. Hence, it makes it easy to make changes within company. So, there are various
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techniques by which the changes can be determined in market. It allows organisation to gain
insight as well. Thus, techniques is as follows :
Pestle- this is common technique that can be used by Hilton Hotel to obtain insight about macro
economic trends. Here, they can do analysis about different factors such as political, social,
technological, etc. (Matzler, and Kohler, 2018) It will show that what factors are affecting their
operations. Besides that, pestle helps in examining several areas by which in depth data and info
will be obtained. Therefore, overall insight will revolve around external factors.
Swot – it is also a technique that can be used by Hilton Hotel to find out changes in the market.
Through it, organisation will be able to identify its competitors, threats, etc. It will provide info
that who are competitors, where they operate, etc. In addition, organisation will find out their
partners as well. However, analysis will give info about firm on internal basis. The threats and
opportunities can be easily determined and then transformation is done.
Market research- this technique can be useful for hotel. Here, they can do market research and
obtain data and info about trends, partners, people needs, etc. It will be highly beneficial for firm
to get insight from market. In that they can do survey and get to know about what trends are
prevailing in the market (Tsiareshchanka, 2020). Besides, data collected from it can be analysed
to get relevant outcomes. Also, statistics can be collected by it and Hilton Hotel get insight on
technology used by competitors, customer reviews, service quality, etc.
Customer feedback- the technique can be utilised by Hilton Hotel where they take feedback from
customers. Through it, data can be gathered about trends, competitors, etc. it will give insight to
any change in factors or trends in customer needs.
Thus, these are some techniques which can be used by hotel to gain insight about industry.
By that trends and patterns will be examined and accordingly transformation is done in it. If
more data and info is gathered than changes are done in operation process.
In order to capture insight about competitors, trends and partners, Hilton can use porters five
force analysis. This analysis will help Hilton to analyse current competition in the market,
competition that new entrant can give to Hilton, completion from existing customers.
In order to capture insight about trends and partners Hilton can conduct market research and
PESTLE analysis so that they can understand changing trend and market so that they can bring
changes within their current operations and activities accordingly.
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TASK 3
It is important for Hilton Hotel to take effective and relevant decisions so that changes are easily
adopted. The decision taken need to quick so that there is no delay in adopting change. Here,
leader and manager of hotel is responsible for taking of decision. So, there are different
approaches that can be followed by firm in taking fast decisions (Vives, 2019). They are
described as below
Problem solving - this is an approach where decisions are taken by solving problem. If there
occur any problem then it is analysed. The root cause of problem is identified and solutions are
taken. Also, solutions are evaluated on certain criteria and then decision is taken. Thus, by
quickly solving of problem fast decisions are taken. By this approach there will be ease in
decision making process.
Problem seeking- it is approach where a 3 step process is followed. The stages are clarifying,
understanding and restating problem. This helps in taking effective decisions. In this decision
respecify that what problem is to be addressed. Hence, it helps in taking quick decisions. Thus,
Hilton Hotel management can easily seek problem which help in taking quick decisions.
Analysis of data and info- the approach can be followed in which management analyse data by
which they take quick decision (Choi, and Ozkan, 2019). It enable in evaluating what is best and
suitable for Hilton Hotel. Hence, by predicting and proper analysis decisions are taken in proper
way. The data can be sorted and segregated. There can be some criteria set on basis of which
decisions are taken. in this way quick decisions are taken.
Therefore, these are approaches that can be taken by Hilton Hotel in order to take quick
decisions. It will enable in addressing issues and solving it by taking quick decisions. Hence, it
will make it quick to adopt change for digital transformation.
TASK 4
In order to adopt change and maintain its status within hotel it requires to have highly skilled
and talented people. This is because it allows in ease in adopting digital transformation change
and implement it (Shaw, and Chisholm, 2020). The talented people is needed to handle and
manage advance technological tools. They will be able to work in team and adapt change in
effective and systematic way. Besides that, for implementing change it is essential to engage
employees. Without it, digital transformation can not be applied. It has been analysed that there
are various techniques by which Hilton Hotel can acquire talent needed for it. The use of
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technique depends on needs of hotel and what talent is already acquire. Along with that, it also
depends on cost and time firm is having. Basically, there are two common techniques that can be
followed by Hilton Hotel to acquire talent. It is defined as below :
Internal source- In this recruitment is done within the organisation only. Usually, it is followed
when only few candidates are required. Also, it takes less time and cost to hire people. In this
there are different methods as well which is as below
Transfer- It is a method that involve transfer of people in similar position from one place to
another. There is no change in roles and responsibility (Goodwin, 2018).
Promotion- This method involves shifting of people from lower position to higher position.
here, more roles and responsibilities are provided. It enables in quick placing of individual. In
order to increase engagement of the talents needed for its digital transformation, Hilton can use
Social media platforms for marketing, promotion and advertisements. It will directly help them
to reach candidate who are capable for engaging with the organization for digital transformation.
External source- Here, recruitment of staff is done outside organisation. Thus, it takes more
time to select as process is long. But in internal source time consumed is less.
Advertisement – this is common method where an advertisement is published and more number
of people are attracted.
Employment exchange – Here, employees are recruited with help of consultancy firm. The
requirement is clearly described by company to firm. Also, job seekers and givers are in contact
of firm (Ringberg, Reihlen, and Rydén, 2019).
Campus hiring – here, hotel can directly recruit from universities and educational institutes.
There is a contract between both of them.
Online test: Hilton can also focus upon using digital tools for conducting online test for
identifying candidates who have required skills and knowledge and enhancing digital
transformation. They can conduct this test in campus interview or for existing employees as well
TASK 5
A leader is responsible for creating a culture and implementing digital transformation.
Without culture change can not be adopted and executed. A fostering culture is beneficial in
supporting this. So, there are various ways by which leader can create a positive culture. It is
defined as :
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Communication – this is effective way by which leader can create a culture. Here, they can
continuous communicate that what changes will occur, when, how, etc. So, it helps in making
staff aware and be ready for transformation to be occurred. Also, employee will work
accordingly for it by changing their tactics and strategy (Cowhey, and Aronson, 2017). Through
it, process that are formed can be communicated. This shows new ways of performing tasks. The
internal communication methods must be formed in it.
Involve employees- the leader can involve employees to identify their skills and competencies. It
will allow in making staff to hold accountable for their work. Also, they will be responsible for
their work. By that leader can listen to their issues and solve it. Thus, at initial stage issues are
solved. Hence, this will allow in creating a culture of team work.
Build practice that set digital process apart- here, leader can build practice in which is different
from normal one. In this they can form structure, policies, procedure, etc. by which staff will
have to work for digital transformation. These practice will help in driving self growth and
innovation so that employee is ready to adopt digital technology. Hence, by practising process it
led to creating a new culture (Basole, and Patel, 2018).
Promote integrity and stability- the leader can promote integrity and stability within overall
Hilton Hotel. This will allow staff to perform task in effective way. They will get aware about
what change is going to occur. Besides, stability will enable in maintaining their performance.
Moreover, setting of rules will provide direction that how to perform tasks.
Emphasis value- leader of Hilton Hotel can focus on creating value through digital
transformation. They can remind staff regarding how new digital system will bring value.
Furthermore, staff of all areas can be involved in it. They will get to know about what change is
going to occur and how it increase efficiency in process. Their contribution will help in success
of transformation. Hence, staff will get motivated and feel value in it.
TASK 6
In order to take effective decisions Hilton Hotel need to engage individual and leader so that
digital transformation occurs properly. This is because it allow individual to involve in decision
making. Thus, for that there are various collaboration tools available which can be used by
Hilton Hotel. With that it will allow leader to contribute in adopting change. The use of
collaboration tools depends on needs of Hilton Hotel (Weill, and Woerner, 2018). It is because
there are several features available in tools which help in collaborating. Here, first is that hotel
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can use tool is trello. It describe a product in which project is organised into various stages.
Also, it shows that what work is to be done, by whom and when. Hence, it clearly segregate
entire project into stages and helps in collaborating. By that it becomes easy for staff to
collaborate with change. They will be able to communicate and interact with each other and
share data and info.
Besides that, another tool which can be used is Asana. It is a software that is designed to
work with team in collaboration and management. By using it Hilton Hotel manager can assign
tasks, break project, specify start and end date of tasks in it. This makes it easy to communicate
and maintain progress of digital transformation. Therefore, using these tools it helps in
collaborating with staff of Hilton Hotel. The individual get insight on how to take decision with
and contribute in change (Leavy, 2019).
TASK 7
It requires a leader to possess relevant skills and behaviour to create a positive culture. This is
because culture will help in implementing digital transformation in Hilton Hotel. If leader does
not possess required skills than it becomes difficult to execute change. Thus, skills required in
leader is leadership skills. The leader must be able to lead team in effective way. He should
know what capabilities of other are and on basis it assign task to them. Besides that, leader must
be able to organise tasks and create vision. Another skill required is motivational. Leader should
encourage other people to adopt change and work towards it. They must continuous motivate
them to ensure transformation is properly done (Matzler, and Kohler, 2018). Furthermore, leader
must be able to take effective decision by solving problem. This means leader is required to have
decision making and problem solving skills. The leader must also possess critical thinking skills
so that culture is analysed and then changes are made into it. With that leader will be able to do
critical analysis and build a culture that support transformation.
Alongside, leader must be honest so that he is able to gain trust of staff and work with them.
Being honest will help in motivating them and doing things right. Also, leader must be confident
enough. This will reflect to be successful in adopting change. It is also a good sign of leadership.
The leader should communicate openly to all. By this it enable in finding out issues and solving
it. Also, staff can interact with leader and state what needs to be done, when, how, etc. thus, on
basis of that decision are taken. The leader should show empathy towards others. They need to
understand others feelings. So, these all are attributes and behaviour leader is required to have.
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CONCLUSION
From report it can be summarized that Hilton Hotel is going to have digital transformation.
This is done to compete in market. The hotel can get insight through techniques such as market
research, pestle, etc. there are several approaches which Hilton Hotel can take to make quick
decisions like problem solving and seeking. Also, they can use internal and external recruitment
for acquiring talent for digital transformation. In addition, Hilton Hotel can use trello and anasa
collaboration tools. Besides, leader can create a culture through communication, involving staff,
etc. The leader need to have leadership, decision making, skills and behavior is they has to be
honest, trustworthy, show empathy, to build a positive culture.
REFERENCES
Books and journals
Basole, R.C. and Patel, S.S., 2018. Transformation through unbundling: Visualizing the global
FinTech ecosystem. Service Science, 10(4), pp.379-396.
Choi, J.J. and Ozkan, B., 2019. Innovation and Disruption: Industry Practices and Conceptual
Bases. In Disruptive Innovation in Business and Finance in the Digital World. Emerald
Publishing Limited.
Cowhey, P.F. and Aronson, J.D., 2017. Digital DNA: disruption and the challenges for global
governance. Oxford University Press.
Goodwin, T., 2018. Digital Darwinism: Survival of the fittest in the age of business disruption.
Kogan Page Publishers.
Krämer, A. and Kalka, R., 2017. How digital disruption changes pricing strategies and price
models. In Phantom Ex Machina (pp. 87-103). Springer, Cham.
Larkin, J., 2017. HR digital disruption: the biggest wave of transformation in decades. Strategic
HR review.
Leavy, B., 2019. Decoupling: customer-centric perspectives on disruption and competitive
advantage. Strategy & Leadership.
Matzler, K. and Kohler, T., 2018. The crusade of digital disruption. Journal of Business Strategy.
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Ringberg, T., Reihlen, M. and Rydén, P., 2019. The technology-mindset interactions: Leading to
incremental, radical or revolutionary innovations. Industrial Marketing Management, 79,
pp.102-113.
Shaw, B. and Chisholm, O., 2020. Creeping Through the Backdoor: Disruption in Medicine and
Health. Frontiers in Pharmacology, 11, p.818.
Tsiareshchanka, L., 2020. Through digital disruption towards a more inclusive society.
Vives, X., 2019. Digital disruption in banking. Annual Review of Financial Economics, 11,
pp.243-272.
Weill, P. and Woerner, S.L., 2018. Is your company ready for a digital future?. MIT Sloan
Management Review, 59(2), pp.21-25.
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