Impact of Technology on Marriott Hotel Operations - HND Research

This report examines the profound impact of technology on the operations of Marriott International, a leading global hospitality company. The introduction outlines the evolving role of technology in enhancing employee efficiency, customer satisfaction, and revenue generation within the hospitality sector. It explores current technologies such as online booking systems, Wi-Fi, and RFID-based inventory management, highlighting their benefits and the associated costs. The problem statement addresses the challenges hotels face in adapting to technological advancements, followed by the research aim to resolve these issues and recommend improvements for Marriott. The research objectives include understanding the impact of technology, evaluating its effects, determining the relationship between technological development and revenue, and recommending operational improvements. The literature review delves into technological advancements, their benefits, and their impact on revenue generation, ease of operations, and customer retention. The report structure includes an introduction, literature review, research methodology, analysis and findings, and a conclusion with recommendations, providing a comprehensive analysis of technology's role in shaping the future of the hospitality industry, with specific focus on Marriott's operations.

Introduction
1.1 Overview
The role of technology in the hospitality industry has been changing considerably and with
respect to this, it has become considerably crucial for the firms as present in the hospitality
industry to see to it that in case they want to attain employee efficiency and overall customer
satisfaction then in such a case, they will be required to generate enhanced revenue and serve
their customers in the right manner. However, it has to be noted that, the implementation of the
technology not only benefits the different customers as resent in the long run but also tends to
benefit the organization as well. When the customers find technology to communicate with the
different customers, then it becomes considerably easier for them to communicate and hence, it
enlarges their overall experience at the hotel. The prevalence of technology in the hospitality
industry can be understood to be impeccable as it tends to define the overall systems and thereby
facilitates the firms to make a constant communication with their employees in return. The use of
technology has further assisted the firms to stay connected with one another and also disperse the
information as present amongst the different branches and related divisions. In line of this, it can
be considered to be clear from the analysis that, although the implementation of the technology
will bring about increased cost for the firm, but in the same way, it shall provide various benefits
to the firm.
The current technologies which are used in the hospitality industry
Some of the current technologies which are used in the hospitality industry can be stated
to be the Online booking facilities which are offered by the different firms in the hospitality
industry through the mobile applications, social media pages and related websites. In addition to

this, the Wifi is also used as a suitable technology which can be used by the hospitality industry
in order to connect to the Wifi facilities as provided by the firm. Installing the Wifi infrastructure
can be considered to be incurring high costs, however it tends to provide better connectivity.
The RFID can be considered to be the RFID based inventory management system which
helps them to attain effective room management, vehicle management, track the personnel as
present and provide laundry management and linen management facilities to the different hotel
managers in order to get an instant update with respect to the availability of rooms and related
issues.
The Marriott International can be understood to be an American hospitality company which
manages the franchising of a broad portfolio of hotels as well as the loading facilities. The
Marriott International can be understood to be the largest hotel chain as present around the globe
with 7000 properties as present in 130 countries and other related territories around the globe.
Hence, through this research, the impact of technology on the overall operations of the Marriott
hotel will be assessed and analyzed.
1.2 Problem statement
Very often the different hotels and related large accommodation services are unable to
accommodate adequately with respect to the technological advancements which take place in the
domain of the business and with respect to this, it can be understood that, very often the different
hotels and accommodation services are unable to adapt to the technology as present and often
face considerable difficulties which then enables the overall development of the operations of the
firm. In line of this, it is important to underline and assess the overall impact of the problem on
the organization and to understand how this can be improved.

1.3 Research aim
The primary research aim which the paper aims to solve can be stated to be to resolve the
problems as faced by the different hotels under the Marriot chain of Hotels and in line of this, the
measures to improve will also be recommended so as to ensure considerable success in the long
run. The manner in which the impact has been affecting the overall operations of the business
will be assessed and the coping mechanism of the hotel chain will be determined accordingly.
1.4 Research Objectives
The research objectives can be understood to be as follows:
1. To understand the impact of technology on the hospitality industry with special reference
to the Marriot group of hotels
2. To evaluate the effect of technological advancements on the hospitality industry with
focus on the Marriot group of hotels
3. To find the relationship between the technological development and the revenue of the
hospitality industry.
4. To recommend ways in which the hospitality industry can improvise upon its operations
and take advantage of the technological development.
1.5 Research Questions
The research questions can be understood to be as follows:
1. What is the impact of technology on the hospitality industry with special reference to the
Marriot group of hotels?
2. What is the effect of technological advancements on the hospitality industry with focus
on the Marriot group of hotels?
3. What is the relationship between the technological development and the revenue of the
hospitality industry?
4. What recommendations can be given to the hospitality industry so that they can
improvise upon its operations and take advantage of the technological development?
1.6 Research Rationale

The technological advancements have become relatively common and hence, it is
important for the Marriot chain to adapt to these advancements and utilize them to their own
benefit. The primary reason why the particular project relates technological advancements
existing in the Hospitality industry because, it is one of the best performing industries as present.
In addition to this, as Marriott is one of the best hotels as present, it can be considered crucial to
ensure that, the overall techniques which can be adopted by them are analyzed to combat against
the advancements.
1.7 Structure of the Paper
The structure of the paper will be as follows:
 Chapter 1: The first chapter is the introduction chapter which will outline the overall
background of the paper. This will go a long way in deciding the overall format of the
report.
 Chapter 2: The second chapter will outline the Review of Literature which will undertake
an analysis of the theoretical aspects relating to the topic.
 Chapter 3: The third chapter will lay down the Research Methodology which will be
adopted for the paper outlining the different research techniques to be used.
 Chapter 4: The fifth chapter will be presenting the Analysis and Findings which will go a
long way in outlining the main outcomes of the study.
 Chapter 5: The last chapter the conclusion, will wrap the paper and provide certain
recommendations based on the same.
Literature review

2.0 Overview
The hospitality industry has been undergoing a complete revolution and it is with respect
to this that, it has become considerably relevant for the different firms in the hospitality industry
to see to it that they are able to successfully take advantage of the scenario and be able to come
up with various strategies and techniques which would help the hospitality firm to achieve
success and succumb great heights. In line of this, technological advancements have become a
common part of the hospitality industry and in line of this, the different firms as present in the
hospitality industry will be required to adapt to the particular technology which would then allow
them to attain considerable success in the long run. Hence, this review of Literature will focus on
the overall manner in which an organization in the hospitality industry will be able to perform
and also highlight the factors affecting the use of this technology in the industry.
2.1 Conceptual Framework
2.2 Technological advancement in the Hospitality Industry
Technological
advancements
Price
Ease of
operations
Ease of adoption
Impact on
customer
retention
Revenue
generation

In order to ensure success in the long run, it is important for the firm to adopt innovative
technology in the hospitality industry. This can be done by either introducing the technological
gadgets at the workplace or by adapting to the fact that the technology has been improving and
expanding considerably. The technology has been evolving considerably to make the life of the
different customers easier and therefore, it is important to consider whether the technological
advancements need to be implemented in the domain of the business or not. The technological
advancements in business were generally introduced in the year 1950s and with respect to this,
the overall world of technology had advanced considerably.
There are various measures f technology which range from handheld devices, to
computers and other related technological devices which can be essentially made use of by the
hotels and restaurants so as to get the up to date information. The different technologies which
are generally used by the businesses can be understood to be the reservation systems, security
cameras, the point of sale systems, the property management systems, the mobile communication
, meeting matrix, energy management system , key card encoder and others. Therefore, when
such devices are incorporated in the realm of the business then in such a case, a business is not
only able to save time but also able to dismiss any other time consuming tasks.
2.2.1 Benefits of the technology
Although it can be understood that, the technology can be understood to be a costly affair
for the overall business operations, however, the valuable which they tend to provide outweighs
the costs involved in the particular procedure of the business. The computerized technology
tends to have a long term impact on the both front house as well as the back house staff as
present in a positive manner. In line of this, it can also be understood that generally, some
individuals may take a longer time to embrace the technological updates and the changes

whereas the others may not take this long a time to come up with the change in the right manner.
The technology tends to make a considerable difference in the workload whole still generating
adequate revenue. The electronic components are generally used to keep the different guests
happy during their stay at the hotel. The different examples of this can be understood to High
definition television, the high speed wireless internet, telephones as well as the mini bars which
are generally connected to a computer system and automatically posts charges to the guest folio
as the advantage of those items are taken. The use of iPads for the use of guest can be used so
that the search activities can take place in place of the use of a concierge.
Moreover, the different businesses often make use of a connectivity panel for the
business travelers, mirror televisions, climate control and additionally, various Energy
management systems are often made use of which contribute towards generating reduced energy
bills. A motion sensor is placed in the various guest’s rooms and these are able to detect the
instance when the guests have left and then shut down the room lights thereby saving energy as
well as costs.
The Electronic Distribution systems are yet another technology which generally benefits
the different hotels as present and allows them to reach out to the different customers as present
and in place of this, allows the different hotels to reach out to all the different customers by
ensuring that they advertise on the online platform in the right manner and that, the different
customers are able to make their reservations online at the right time and right research facility.
The computers have been considerably successfully in strong the files and related folders and
also to take advantage of the bookings at the comfort of their homes can be undertaken by the
customers as well as the employees. By using the technology the employees can also enjoy
flexible shifts which will then allow them to perform well. It is crucial for the different hotels as

present in the today`s business environment to ensure that they are successfully able to keep up
with the evolution of technology as it goes a long way in ensuring hat the firm is able to remain a
competitive business in the long run As the needs of the guests as well as the different employees
have been changing considerably, it is in this regard that, the guests need to be exposed to a new
cutting edge technology and then their daily needs can be adequately met with.
2.2.2 Uses of the technology in the industry
The different types of new and innovative technologies which are currently being used by
some of the hotels as present can be understood to be as follows:
 The do-it-all remote (room personalization) – This technology allows the different guests
to dim their lights, control the room temperature, open and close curtains, order the room
service, turn on the do not disturb sign as well as setting up wake up calls. In line of this,
there are certain alternatives which are available for the different guests as present who
are willing to install an application and therefore, use their iPhone, iPad as well as other
android mechanisms in order to set the different features of their hotels and related
activities.
 Self Service Concierge – The self-service concierge is another touch smart screen kiosk
which can be located in the lobbies of the different hotels and help the different guests to
make use of the information about the hotels and related tourist aspects such as the
restaurant, flights as well as the related activities. Hence, through these, the different
individuals and related guests would not be required to wait for any assistance to help
them out.
 Smartphone keyless room entry – The smartphone keyless room entry can be understood
to be another facility which is provided to the different guests as present and the guests

can stay on their handheld smartphone whereby on the day of arrival the guests will
receive a text with the room number. The guests will be given the facility to directly
check in and with respect to this, they can also check out in a similar manner.
 In room iPads/ tablet devices – The iPads as well as tablet devices can also be a user
friendly manner to order facilities related to room service, making appointments,
housekeeping services and other such facilities which help the hotel managers to track all
activities under one head.
 Digital Door Viewer – The digital door viewer can also be understood to be a facility
which can be made use of by the guests so as to gain an overall view of the different
visitors who visit their rooms and allows them with a considerable privacy which they
can enjoy.
2.2.3 Factors affecting the use of technology in the industry
However beneficial the technology is for the long term of the business, it has to be
understood that, there exist various factors which tend to influence the use of technology in the
workplace in the hospitality industry and these can be understood to be as follows:
Price
The pricing of the innovative technological can be considered to be a crucial part of the
organization and all the firms which look out for long term success would be required to ensure
that they are successfully able to afford the technology in place so as to bring about a change in
the overall operations.
Ease of operations

The ease of operations can be understood to be the technological advancement and the
positivity it shall bring about in the overall processes and procedures of the firm. The manner in
which the technology will be successful in making the operations of the firm considerably easier
is a great determiner of the fact whether the technology will be adopted or not.
Ease of adoption
The employees tend to form the basic back bone of the organization and very often they
are unwilling to attain success with the technological advancement and it is with respect to this,
that the different employees may not be willing to adapt to the technology which can be
considered to be a barrier in the line of success. Hence, it is crucial that the technology used is
easier to adopt.
Impact on customer retention
Only that technology is required to be used which tends to increase the overall retention
as well as the satisfaction of the different customers. In line of this, it can also be understood
that, it becomes crucial for the firm to adopt technology based on their needs so as to ensure
success in the firm.
2.2.4 Impact of technology on the Hospitality industry
In order to understand the impact of the technology on the Hospitality industry in a better
manner, it becomes essentially important for the firm to understand how the technology is being
used in the sector will bring about positive results for the workplace or not. Hence, as the
hospitality industry is one of the most valued places in the market space and therefore, an

analysis can be made into the overall benefits of technology which the advancements shall bring
about in the sphere of the operations of the firms like the Marriot.
Social media and Customer care
The use of technology in the form of a social media can bring about considerable benefits
for the hotel as present as they will improve the overall popularity of the business. In line of this,
the different hotels will also be required to undertake various marketing campaigns which can
easily modernize the techniques of marketing being used by the business and assist the hotel in
increasing the overall popularity of the hotel. In line of this, the social media can be essentially
used to increase the overall communication with the different customers as present.
Intelligently operated Hospital Management Systems
The different hotels, also tend to make use of the Intelligently adopted and operated
Hospital management systems which tend to help the different owners and the management of
the hotels to maintain a long term relationship with the different customers as present and also be
able to successfully integrate the entire system with the organization`s supply chain purchase
system.
Increasing accessibility with Mobile Devices
The technology also goes a long way in assisting the firm to ensure that the different
customers will be able to increase the accessibility with the mobile devices as present. It is in this
manner, that they will be able to get the websites accessed and following this the number of
bookings made in the restaurant are also bound to increase considerably.
2.3 Revenues in the hospitality industry

The revenues tend to form an integral part of any industry as present and it is with respect
to this, that it becomes considerably crucial for the different firms in the hospitality industry to
ensure that they are successfully able to engage in the different business related activities which
will go a long way in helping the firm to increase the revenues which are present within the
scope of the business. Hence, it is with respect to this that, it is crucial to analyze the different
factors which tend to influence the revenue generation as involved in the field of the hospitality
industry.
2.3.1 Factors impacting the revenues earned in the hospitality industry
 The service provided: The kind of service which the restaurant or the hotel tends to
provide also acts as a determiner of the revenues as earned by the hospitality service. This
is because, if the service provided by the hotel is not up to the standard then in such a
case, the hotel will not be able to attract thee right kind of customers in the right manner.
 The amenities present: The different amenities which are provided by the restaurant and
the advancement of the technology also tends to determine the level of income which will
be earned by the hospitality firm. If the amenities as provided by the hotel are up to the
standard, then in such a case, the overall customers will get attracted and will be willing
to increase the revenue of the firms operations.
 The behavior of the staff: The staff of the hotel is required to be such that, they will be
able to serve the customers in the right manner. In line of this, if the employees of the
firm are unable to provide considerable services to the different guests then there is a
chance that the employees may not visit the firm again. In relation to this, the positive
behavior of the staff has a crucial role to play in deciding the overall revenue generation
capability of the firm.