Robotics and Check-in Services: A Case Study of M Social Singapore

This report examines the integration of robotics in hotel services, with a specific focus on M Social Singapore. The assignment explores how the hotel utilizes robotics, such as the AURA robot, to enhance check-in services and overall guest experience. It highlights the benefits of artificial intelligence and automation in addressing labor shortages, improving service delivery, and creating a more engaging customer experience. The report references academic sources to support the analysis of how these technologies are transforming the hospitality industry and making hotels more competitive. It explores the impact of robotics on customer relationships and the overall evolution of hotel services in the 21st century. The report emphasizes the importance of innovation in providing better services and meeting the expectations of modern hotel guests.

Service Marketing
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Services marketing 1
Using Robotics in Check-in service at M Social Singapore Hotel
In the present 21st century, many hotel industries remain adamant to integrating the new
technological revolutions that are majorly likely to regress in their course of the development. In
the highly competitive environment, the hotel services need to apply the new technologies like
robotics and intelligent service systems as this is the only way through which they can give tough
competition (Van, et al, 2019). Most of the companies across the world are adopting these
technologies which are witnessed with the example of M Social Singapore Hotel. It is a lifestyle
boutique hotel which captures the spirit of adventure behind every stay of people. It is a unique
hotel design which suits the modern adventurers which are renowned by designer Philippe Starck
with more than 293 rooms.
All these technologies are vital as it offers a delightful experience to the customers and this
makes them visit again in the hotel. Considering the latest trend and use of technology by every
hotel, M Social Singapore Hotel is taking the room service to the new level through room service
robot with the name AURA. M Social Singapore Hotel can meet the expectations of the
customers by using it for the check-in services which amaze the customers. The robot helps in
enhancing the client’s relationship among customers and people.
The robot performs the vital role in bringing the delight and convenience to the guest with this it
provides the assistance to the guest to provide the support to the staff to remain focused on
enhancing the experience witnessed by the guest (Barile, 2016). The use of artificial intelligence
is vital and improving in M Social Singapore as it can attain more information about clients by
using data analytics which makes them feel delighted. The robot that is used by the hotels is
compact, stylish and skilled which is operated an elevator and can navigate the way when the

Services marketing 2
guest comes for the check-in service. The role of technology like use of robotics is vital as
innovation is important for sustainable growth (Huang and Rust, 2018, 160). When it comes to
the hotel services, the major issue which is witnessed include a shortage of labour, late delivery
of services, lack of experience to guest and others. All these challenges can be catered to the use
of the robotics and intelligent service systems in hotel services. The motive due to which these
services are adopted is to offer something different and better services to the guest of the hotel
which makes them visit again (Armstrong, 2018).

Services marketing 3
References
Armstrong, Paul. 2018. The Hotel Of The Future Is In Singapore. Forbes.
https://www.forbes.com/sites/paularmstrongtech/2018/01/20/the-hotel-of-the-future-is-in-
singapore/#3445143475af
Barile, Sergio, Robert Lusch, Javier Reynoso, Marialuisa Saviano, and James Spohrer. 2016.
"Systems, networks, and ecosystems in service research." Journal of Service
Management.
Huang, Ming-Hui, and Roland T. Rust. 2018. "Artificial intelligence in service." Journal of
Service Research 21(2): 155-172.
Van Pinxteren, Michelle ME, Ruud WH Wetzels, Jessica Rüger, Mark Pluymaekers, and Martin
Wetzels. 2019. "Trust in humanoid robots: implications for services marketing." Journal
of Services Marketing.