HND Business Project: Managing Digital Transformation at GLH Hotels

This project analyzes how GLH Hotels copes with the challenges of digital disruption and transformation. The project begins with an introduction outlining the impact of digital technology on the hospitality industry and the specific context of GLH Hotels. The project aims to analyze how businesses cope with major challenges of digital disruption and transformation. The objectives include studying the digital technology used by GLH Hotels, analyzing the challenges posed by digital technology, assessing criteria for coping with challenges, and recommending strategies for improvement. The project plan outlines the tasks, duration, and dependencies involved. The project uses a deductive research approach, incorporating both qualitative and quantitative research techniques, including surveys of GLH Hotel managers. Data analysis reveals key themes, such as the transformative impact of digital technology on GLH Hotels, the challenges posed by digital technology, and the specific digital technologies used by the hotel. The project also addresses the challenge of content avalanche and security concerns. The project concludes with recommendations for strategies to improve business performance through digital platforms, providing insights into managing digital transformation within the hospitality sector.

Managing a successful
business project

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................4
P1. Project aim and objectives ....................................................................................................4
P2 Management of project plan...................................................................................................4
P3 Work break down structure and Gantt Chart..........................................................................6
..........................................................................................................................................................6
..........................................................................................................................................................6
TASK 2............................................................................................................................................7
P4 Research method used by business to accomplish project aims and objectives.....................7
P5 Analysing research and data using techniques.......................................................................8
P6 Recommendations and conclusion.......................................................................................13
P7 Reflection on undertaking the research ...............................................................................14
APPENDIX....................................................................................................................................16

INTRODUCTION
The market place has been revolutionized by the use of digital technology. The traditional
business models have been drastically altered by the use of digital technology. Moreover, this
has also been the reason behind large scale transformation of business activities (Wessel and
Christensen, 2012). Cloud technology, social media, mobile technology etc. are being
increasingly employed by the organizations. However, technology brings various challenges with
it which are to be dealt by the business. GLH hotels work as five distinct brands in the hospitality
industry and have incorporated digital technology in various spheres (Our Brands, 2017). The
present project analyses the ways in which GLH Hotels has coped with major challenges of
digital disruption and transformation. The present research will assist the organizations in
hospitality industry to explore and understand the challenges as well as opportunities presented
by rapid technological advances.
P1. Project aim and objectives
Aim: To analyse the ways in which businesses have coped with major challenges of digital
disruption and transformation: A study on GLH Hotels
Objectives:
 To study the digital technology used by GLH Hotels
 To analyse the challenges posed by digital technology for hospitality organizations like
GLH Hotels
 To assess the criteria by which organisation can coped with major challenges of the
digital disruption and transformation
 To recommend the strategy to improve the business performance by digital platforms.
P2 Management of project plan
Task Name Duration Start Finish Predecesso
rs
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Planning
Taking decision about the appropriate
topic 1 day Wed 11/1/17 Wed 11/1/17
Developing aim and objective 1 day Thu 11/2/17 Thu 11/2/17 2
Select the timing for collecting
information 1 day Fri 11/3/17 Fri 11/3/17 2,3
Implementation
Design the literature review 10 days Fri 11/3/17 Thu 11/16/17 2,3
Develop and select various method of the
research methodologies 3 days Fri 11/3/17 Tue 11/7/17 3
Calculation of the price and cost in the
procedure 7 days Fri 11/3/17 Mon
11/13/17 3
Assessing, interpreting and investigating
collected information 10 days Fri 11/3/17 Thu 11/16/17 3
Focused on the various methods of
research methodologies 8 days Fri 11/17/17 Tue 11/28/17 9
Drafting of the literature review 5 days Fri 11/17/17 Thu 11/23/17 6
Evaluation and assessing the collected
information for final results. 7 days Fri 11/17/17 Mon
11/27/17 6,9
Project closure
Conclude the outcome 3 days Tue 11/28/17 Thu 11/30/17 12
Recommend the strategies 4 days Fri 12/1/17 Wed 12/6/17 14
Draft submission 1 day Thu 12/7/17 Thu 12/7/17 15
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P3 Work break down structure and Gantt Chart
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TASK 2
P4 Research method used by business to accomplish project aims and objectives.
Research methodology is one of the most significant aspect in the entire investigation. In
order to conduct the investigation it is very important for the scholar to focusing on the various
method of research methodology. In a simple word it can be said that research methodology in
process of collecting, investigating, analyzing and interpreting the information by which
appropriate outcome can obtain (Silverman, 2016). In a simple word it can be said that research
methodology is a systematic, theoretical analysis of the technique which can apply to a field of
the study. In the present study, scholar have major objective is to analyses the ways in which
businesses have coped with major challenges of digital disruption and transformation with
respect of GLH Hotels. Thus, in order to attain this object, scholar can implement various
methods of research methodology such as research approach, research philosophies, data
collection, data analysis, research design, sampling etc. These methods are as follows-
Research approach- This is one of the most significant method in the research methodology
which assist to investigator in analyzing and investigating accurate outcome and solution of
entire research issue (Smith, 2015). There are major two kinds of the research approach such as
inductive and deductive research approach. In the context of inductive research, there is already
research question present in the study. On the other hand in the deductive research approach, the
issue and problem can attain with help of the hypothesis. Thus, it can be said that both research
approach is completely different. In the present study, researcher can apply deductive research
approach for analyze the ways in which businesses have coped with major challenges of digital
disruption and transformation with respect of GLH Hotels.
Research philosophies- Research philosophies is another one of the most significant method in
the research methodology by which research can address the actual issue of the study (Taylor,
Bogdan and DeVault, 2015). There are major two kinds of the research philosophies such as
interpretivism and positivism. In the present study, researcher can apply positivism research
philosophies in order to analyze the ways in which businesses have coped with major challenges
of digital disruption and transformation with respect of GLH Hotels.
Research techniques- Research technique is one of the crucial method in the research
methodology by which data can collect, analyses and interpret in order to obtain an appropriate
outcome. There are major two kind of the research technique that are qualitative and quantitative.
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In the present study, scholar will apply qualitative research technique under which information
can represent with help of charts, table, graphs etc.
Data collection- Data collection is another one of the most significant aspect in the entire
investigation by which researcher can collect the information about the subject. In the absence of
data collection, researcher can unable to collect the information and also unable to obtain perfect
solution. In this method, scholar collect the information about the subject by primary and
secondary resources (Yoshida and James, 2010). In the context of primary data collection,
scholar can collect the information from primary sources such as survey, questionnaire,
interview, observation etc. Primary data collection includes the fresh and first hand information
which do not any one in previously. With help of primary data collection, researcher can able to
collect the fresh thoughts, opinion, views and review of the respondents about the subject. On the
other hand while investigator collect the information from secondary sources such as books,
journals, online blog, articles etc then it is known as the secondary data collection. Secondary
information is a published information which has used and posted by someone about the subject.
In the secondary data collection risk of plagiarism is more as compare to primary data
collection. In the present study, research can conduct the survey of 25 managers of the GLH
Hotel. Wioth help of this 25 managers of the GLH Hotel, scholar can effectively analyze the
ways in which businesses have coped with major challenges of digital disruption and
transformation with respect of GLH Hotels.
Sampling- Sampling is another one of the most significant method by which researcher can
select some numbers of people from the entire universe. In a simple word it can be said that
sampling is that method by which scholar can collect the information about the subject from the
some respondents. With help of sample size, scholar can get idea about the choose size of the
respondents out of the whole universe. In this method, scholar can select some numbers of
people from the whole population in order to collecting information about the digital technology
impact on the business performance (Yuksel, Yuksel and Bilim, 2010). In this present study
scholar will select the 25 managers of the GLH Hotel. With help of this 25 managers of the
GLH Hotel, scholar can effectively analyze the ways in which businesses have coped with major
challenges of digital disruption and transformation with respect of GLH Hotels.
Ethical consideration- This is another one of the significant aspect in the research methodology
by which scholar can conduct the investigation in more ethical manner. In this aspect, some of
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the ethics have to follow by scholar. In the present study, scholar have included all relevant
information about the subject. This is one of the major ethic that all information should be
relevant to subject. Another significant ethic is that researcher should not force and pressure any
one for collection the information.
P5 Analysing research and data using techniques
Theme 1: Digital technology has changed the way GLH works
Response Frequency Percentage
Yes 19 76
No 1 4
Can’t say 5 20
Findings: When the respondents were asked about use of digital technology, 19 said that it has
changed the way hotels work. 5 respondents did not have a clear opinion regarding it. Only one
respondent felt that there has not been significant change in the working systems due to digital
technology.
Analysis: From the findings, it can be analysed that majority of respondents feel that digital
technology has transformed the way hotels work. Social media, increased use of mobile
technology. Intuitive user interfaces, online bookings, keyless entry etc. some of the
technological disruptions that have totally transformed the work of hotels. It can be analysed that
the operations of organizations like GLH Hotels have been significantly changed with the
adoption of these technologies. These have the hotels engage more with customers, speeded up
the processes of hotels and transformed the procedures to provide customer convenience.
Theme 2: Digital technology poses a number of challenges for the organization
Response Frequency Percentage
Yes 21
No 2
Can’t say 2
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Findings: on enquiring the respondents about challenges, 21 said that digital technology has
posed a number of challenges to the hotel. 2 did not have a clear opinion while an equal number
said that no challenges are posed by digital disruption.
Analysis: From the findings, it can be analysed that majority of respondents are of the view that
digital technology presents various challenges for hotel organizations like GLH Hotels.
Controlling the customer relationship is one such challenge. With technological advancements,
intermediaries have information that is not possessed by the hotel. This presents a challenge for
the hotels to control customer relationship be efficiently capturing and exploiting customer
information. Furthermore, challenges like content avalanche which are concerned with rapid
accumulation of content from images, reviews and videos have the power of influencing
customers and their purchasing intentions. Technological disruptions related to social media have
further attracted the attention of hotels as these have the power of publicising bad word of mouth
thus influencing customers. Security concerns also pose challenges that need to be addressed by
hotels.
Theme 3: GLH hotels use various digital technological advancements
Findings and analysis: On asking the respondents about the technology used at GLH Hotels,
varied responses were obtained. GLH Hotels makes use of mobile communication and
automation. This enables it to develop digital personalized interactions with the customers. The
hotel has installed smart room keys so that the guest can unlock their doors through phones. The
hotel has also invested in cloud services whereby the hotel is able to expand its IT needs along
with the business growth. Social media sites are used by GLH hotels to engage more with their
guests and communicate with them.
Theme 4: Content avalanche acts as a challenge for the hotel
Response Frequency Percentage
Yes 17 68
No 3 12
Can’t say 5 20
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Findings: When the respondent were asked about the challenge of content avalanche, 17 said
that it acts as a challenge for hotel. 5 said that they do not have an opinion about it. Only 3 said
that it does not act as a challenge for GLH Hotels.
Analysis: From the findings, it can be analysed that majority of the respondents feel that the
aspect of content avalanche acts as a challenge for hotels. As a result of digital disruption in the
hospitality industry, the content in the form of videos, reviews and images gets rapidly
accumulated. As a result of these, the purchasing as well as travel planning behaviour of
consumers is influenced. The consumers are educated by the bloggers, friends, social media
reviews which shape their expectations. This also empowers the guests to expect more as well as
complain more. Moreover, this technological innovation acts as a challenge for the hotel because
it provides ability to the guests to switch to another brand if the hotel fails to meet their increased
expectations.
Theme 5: GLH is able to address the challenge of content avalanche
Analysis: According to the respondents, GLH Hotel is able to meet the challenge of content
avalanche by rethinking and redesigning its approach to online presence. Further, the hotel
places content at the heart of its strategies which assists it to meet this challenge. GLH Hotels
lays emphasis on closely monitoring and listening to the online content so as to be aware about
its customers’ views. In this way, the hotel closely monitors its online content which helps it to
better know its customers and respond accordingly. Through this, it is able to control its online
presence.
Theme 6: GLH Hotel was successful in addressing social media challenges
Response Frequency Percentage
Yes 18 72
No 0 0
Can’t say 7 28
Findings: When the respondents were asked about social media challenges, 18 said that the hotel
was successful in addressing the challenges posed by social media. 7 did not have an opinion
about it.
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Analysis: From the findings, it can be analysed that majority of the respondents felt that GLH
hotel was successful in addressing the social media challenges. It can be analysed that
technology involving social media tends to promotes the brand, however, it also poses a
challenge for the hotel by publicizing bad aspects about the organization which may restrain
customers from making a purchase. The hotel has addressed this challenge through the approach
of sentiment analysis. Through this, it takes the first step in understanding brand reputation. The
organization lays emphasis on understanding the sentiments behind the posts made by its
customers. through sentiment analysis, content can be flagged to the marketers without telling
them how to act. Following this, negative sentiments can be filtered and the organization retains
its ability to respond to the customers through online or offline means.
Theme 7: Digital technology poses challenges by creating data that outpaces the ability of
hotel to extract insights
Response Frequency Percentage
Strongly disagree 3 12
Disagree 3 12
Neutral 1 4
Agree 13 52
Strongly agree 5 20
Findings: On asking the respondents about the challenges posed by digital technology, varied
responses were obtained. 13 agreed and 5 strongly agreed that digital poses challenges by
creating data that outpaces the ability of hotel to extract insights. 3 strongly disagreed to it while
an equal number of respondents disagreed to it.
Analysis: From the findings, it can be analysed that majority of the respondents are of the view
that digital technology presents challenges before the hotel by outpacing its ability to extract
insights from t. it can be analysed that various technologies together create large amount of data
at a time. This data requires monitoring and appropriate response. However, considering the size
of the data and the speed at which it is generated, it acts as a challenge for the hotel. In order to
say ahead of its competitors, the hotel is required to extract useful information from the data and
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