Smart and Innovation Development in Hospitality Industry Project

This project investigates the integration of smart technology and innovative practices within the hospitality industry, with a focus on the Intercontinental and Crowne Plaza hotels. The study begins with an introduction that highlights the growing importance of innovation in the hospitality sector, driven by the need to enhance guest experiences and improve operational efficiency. The project aims to define the concept of smart hotels, identify their key attributes, and analyze the significance of innovation within the industry. The research methodology includes a detailed discussion of the research philosophy, approach, design, and strategy, as well as data collection methods and ethical considerations. The literature review examines the concept of smart hotels, the importance of innovation, and the specific practices of Intercontinental and Crowne Plaza. The study seeks to identify the smart technologies and innovative practices employed by Intercontinental and to recommend further innovations to attract and retain consumers. The findings will provide insights into how hotels can leverage technology and innovation to improve services, increase guest satisfaction, and stay competitive in the dynamic hospitality market. The project concludes with recommendations for future innovation and development in the industry.

Smart and Innovation in
Hospitality Management
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Contents
TITLE – “Smart and Innovation Development in Hospitality Industry”........................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
1.3 Aims and Objectives.........................................................................................................4
1.4 Rationale of study.............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Concept of smart hotels category and identify the attributes of smart hotels........................6
Importance of innovation in hospitality industry...................................................................7
Analyse the Intercontinental hotel and Crowne Plaza hotel in relation to innovation...........8
Smart technology and innovative practices in the Intercontinental Hotel..............................9
Different innovative practices which can be use by Intercontinental Hotel in order to attract
and retain consumers with the hotel.....................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................11
Research Philosophy............................................................................................................11
Research approach................................................................................................................12
Research design....................................................................................................................12
Research strategy..................................................................................................................13
Time horizon........................................................................................................................13
Data collection methods.......................................................................................................18
Sampling...............................................................................................................................22
Ethical considerations...........................................................................................................22
Cost, validity and reliability of study...................................................................................23
CHAPTER 4: DATA ANALYSIS................................................................................................23
CONCLUSION AND RECOMMENDATIONS..........................................................................42
REFERENCES..............................................................................................................................45
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TITLE – “Smart and Innovation Development in Hospitality Industry”
CHAPTER 1: INTRODUCTION
This study aims to study Smart and Innovation Development in Hospitality industry. In
highly competitive business environment, hospitality sector drives the search for different ways
and new components of efficient performance. Innovation is one among the core trends in the
sphere of development. Execution of different innovations as well as new components which can
serve as the most powerful impetus for hospitality industry development. In order to maintain the
viability as well as competitiveness of hotel businesses, innovation of all kinds are necessary.
The ubiquitous and systematic utilisation of innovation in order to make sure growth of business
performance is now recognised through wider range of practicing managers and researchers.
Innovation trend in the industry is manifested by ability to develop diverse innovations, that will
make sure successful development of Hotel. However, there are various factors that affect
development and application of innovation including specific mentality of consumers, National
and cultural quirks of consumers enjoying Hotel services, consistent industry issues etc.
Innovation has the capability to alter the overall hotel industry positively. Smart technology is
widely utilised in the hotels including personalized rooms with smart applications, remote check
in/ check out process, energy efficiency, digital keys, virtual concierge services etc.
It has been forecasted in a report that Global Smart Hospitality market grow at 21.63
percent CAGR rate from year 2020 to year 2027, increasing from worth of 11.21 Billion US
dollars in year 2019 to 52.88 Billion US dollars in year 2027 (Smart Hospitality Market Size,
Share and Industry Analysis, 2020). There are various benefits related to smart hospitality, which
propelling growth of market. To consumers, smart hospitality brings optimised security and
comfort. To hotel owners and management, it brings efficient hotel staff management, savings
and ease of maintenance activities. Range of smart hospitality technology and solutions are
providing by companies that facilitate diverse needs of guests. Some among those technologies
are very innovative such as the one which allow easy check in - check out options for hoteliers.
Internet of things makes a smart hotel more than having a smart entertainment system and smart
television in room. It involves all the electrical appliances such as AC, fridge, coffee machine,
television to central lighting system as well as even sensors are installed in guest rooms.
However, besides all this, the hospitality industry is currently facing various challenges due to
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spread of coronavirus pandemic in the entire world. The main focus for businesses and
government is to ensure safety of all the citizens of nation. While this emphasis is expected to
continue, ramifications for hospitality and tourism industry seems dire for short term. The
independent carts are expected to be more ubiquitous. For instance: for carry food and other
items, robots are becoming more popular now a days and they are being experimented in various
hotels all across the world.
This research study discusses about the essence of smart hotel category as well as ascertain
various attributes of an intelligent hotel. It also determines new technology in new technology in
hospitality industry along with exploring the relation between innovation and smart hospitality.
Apart from this, various innovation factors in hospitality industry are also discussed in the study
so that in-depth knowledge regarding all these areas can be gain.
InterContinental Hotels Group plc. is one among the leading multinational hospitality
organisation of Britain, which is headquartered in Denham, England, UK. It was founded around
17 years ago, on 15th April 2003. The organisation has around 889,582 guest rooms as well as
more than 5900 hotels all around the world. It owns various brands involving Regent Hotels,
InterContinental, voco Hotels, Six Senses Hotels, Holiday Inn, Kimpton Hotels and Resorts,
Hotel Indigo, Holiday Inn Express, Hualuxe, Crowne Plaza, Candlewood Suites, avid, EVEN
Hotels, Holiday Inn club vacations, and Staybridge Suites. The main goal of company is to grow
by making its brands the first choice for consumer and hotel owners. Apart from this, its main
strategy is to develop the strongest operating system of hotel industry focused on biggest markets
as well as segments where scale actually counts. Operating system of IHG is made up of all such
things that hotel do in order to drive demand for brands. It involves advertising and marketing
campaigns of organisation, its 13 local language websites, 11 global call centres, global sales
team of over 17,600 professionals etc. The focus of organisation is on biggest markets where its
scale actually counts make sure that it concentrates its resources on opportunities which will
render the greatest return. The strategic priority of organisation is to improve the performance of
its brand. Apart from this, to enhance revenue of hotel through encouraging guest visits and
delivering consistent customer experiences are also the priorities of organisation.
1.3 Aims and Objectives
Research Aim:
"To study Smart and Innovation Development in Hospitality industry."
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Research Objectives:
1. To discuss the concept of smart hotels category and identify the attributes of smart hotels.
2. To assess the importance of innovation in hospitality industry.
3. To analyse the Intercontinental hotel and Crowne Plaza hotel in relation to innovation.
4. To investigate the smart technology and innovative practices in the Intercontinental Hotel.
5. To recommend different innovative practices which can be use by Intercontinental Hotel in
order to attract and retain consumers with the hotel.
Research Questions:
1. What is the concept of smart hotels category and identify the attributes of smart hotels?
2. What is the importance of innovation in hospitality industry?
3. Which innovative practices are use in Intercontinental hotel and Crowne Plaza hotel?
4. Which are the smart technology and innovative practices use in the Intercontinental Hotel?
5. Which are the different innovative practices which can be use by Intercontinental Hotel in
order to attract and retain consumers with the hotel?
1.4 Rationale of study
This study is based on the title “Smart and Innovation Development in Hospitality
Industry” and it aims to study Smart and Innovation Development. The main reason of
performing this study is to gain deep knowledge on the topic area as well as other areas
associated with it so that organisation enables to determine the benefits of innovation and smart
development for hotel. By the assistance of this study, researcher will be able to gain knowledge
about the concept of smart hotels category and identify the attributes of smart hotels. Apart from
this, the study also helped in assess the importance of innovation in hospitality industry along
with it, enable researcher to analyse the Intercontinental hotel and Crowne Plaza hotel in relation
to innovation. Moreover, the studies effective in investigate the smart technology and innovative
practices in the Intercontinental Hotel which assist organisation to accomplish goals and
objectives of business. By the assistance of this study, researcher also able to determine different
innovative practices which can be use by Intercontinental Hotel in order to attract and retain
consumers with the hotel.
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CHAPTER 2: LITERATURE REVIEW
Concept of smart hotels category and identify the attributes of smart hotels
As per according to the viewpoint of Jinkyung Jenny Kim, 2021, The smart hotel is
concept of coming future and its attributes are optimization, personalization, control,
maintenance, safety, pleasing environment for visitors. As the name indicates everything you do
before staying in hotel like choosing perfect hotel for your stay, making yourself register,
checking in, opening door of your room, switching light on and off all in just one press away. So
it's right to say that all simple devices acts like a smart one in a smart hotel. The multiple devices
can be controlled with one single click and not only this often the device find the information
and use it accordingly for the user. There are many hotels which are competing in this category
already and few of them have to do more to begin. Talking about Hilton, Marriott and others
provide the smart service to their guest making it easy for the staff to control and work
efficiently also saving owners money and ultimately the users like it as their needs are prioritized
and optimised by the device and everything being just one press away make their stay hazel free
and they can relax completely. the ultimate say will always be of user only so the connectivity
between the staff members and the guests need to be good as the online reviews based ion the
services they get will make and break the image of the hotel. So as to maintain the positive
image of hotels most of them are adopting the smart way like the smart facilities available at
home is now a days in hotel also. Example like control over the temperature, light, window
binds not only this providing guests with the tablets smartphones and the other wireless devices
making the guests feel special. Adding to this the latest voice technology like Alexa and amazon
echo provides the guests with convenient means which doesn't even include touch on screen of
phone. This technology has advanced with years as it's no longer limited with the basic use it
brings more features like creating music playlist, playing films and videos on HD television.
Besides voice technology the smart and interactive maps facilitates the guest with time effective
services making it easy by guiding to the exact location through mapping and also providing
with the checkout times and the location of reception desk, specific restaurants , bars with their
opening time, other then this it list down the places of their interest which can be visited and the
transportation used by them along with the major transportation hub. The personalization stay
brings the home away from feel to the guests. This user friendly environment with distinct
approach make their stay satisfying.
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Importance of innovation in hospitality industry
As per the viewpoint of Julia Kylliainen, 2020, as innovation allows companies to keep
relevant in competitive markets,it plays important role in having economic growth. As
innovation has ability to solve critical challenges that depends on having new innovation. As
hospitality company and entertainment services are evolved in more competitive as well as
complex. Staying in hotels as well as eating in restaurants is not always important hence business
requires to consider bottom line profit which is vitally important. As for having better
effectiveness and efficiency it is important for companies to keep making innovations in their
operations. So that more customers could be generated and requirement of customers could be
fulfilled according to their taste preferences and demand. In terms of Crowne Plaza hotel,
innovation plays an important role in building up hotel' brand image in hospitality sector. As
designing innovation in hotel provides various benefits to them that are as follows:
Having guest connection: As innovation in hotel is essential element which is to be carried on
regular basis. As carrying innovation helps in designing and carrying of new strategies that
businesses could implement in their operations for increasing their profitability. Innovation
provides various benefits as it helps hotel in establishing better and effective guest connection.
As for having better guest connection it is important for Crowne Plaza hotel to establish and keep
changing company's operations so customer’s needs are fulfilled.
Improved services and information: Innovation in hospitality simply helps and leads to have
enhanced services as well as information among their hotel staff. As when innovation in hotel is
performed various new strategies and policies are used that improves services as well as
information which are provided to customers. In terms of Crowne Plaza hotel, company uses
creativity in their hotel services and mode of providing information in order to provide a
comfortable stay.
Attracting more customers: It is important of hospitality sector to make regular changes in their
operations and workplace for maintaining their position in markets for a longer run. In recent
times there is lot of competition which is present in market and for that it becomes difficult for
hotels to highlight themselves for attracting more customers. As by having innovation it helps in
attracting more customers. In terms of Crowne Plaza hotel, company is using various innovation
practices in their services and provided facilities that helps them in gaining more customers.
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Increasing brand value of company: When hotels will be able to carry innovation practices on
effective basis. As customers mostly prefers high quality services and facilities and they opt for
staying in that hotel that carries higher brand value in markets. So it is important for company to
maintain brand value of their company in markets. In terms of Crowne plaza hotel, they are
implementing various innovation practices in their provided services and hotels that results in
increasing its brand value in markets.
Analyse the Intercontinental hotel and Crowne Plaza hotel in relation to innovation
As according to the viewpoint of Lara O'Riely, 2021, the innovation of the intercontinental
hotel and the Crown Plaza hotel is to reposition the brand from its competitor. For IHG Crowne
Plaza is the top priority of the group and they have lot in pipeline for the coming future. The
Crowne Plaza is currently focused on raising the product quality and maintaining the consistency
of the hotels and the resorts in American region. The group aim to provide the true hospitality
and to deliver the industry with leading net room growth. The aim and strategy for them is
simple that is to expertise to bring down exceptional guest experience for best people from all
around the world. The group has strategy to make it their best for their people to make it their
best experience and embrace this opportunity to make the positive and effective impact on world.
The introduction of the global service training program is to provide the customers with best of
their services and increase their brand value. The repositioning of the Crown Plaza is aimed to
make the introduction of the innovative brand hallmark which is supposed to create a difference
from its competitors. According to IHG the Crowne plaza group has generated around 2.34bn
gross revenue globally. With the time they try to enhance the experience of travellers and satisfy
the needs of professional productivity. The features include the innovation in plaza workplace,
it's altered to support work and downtime for which it has different seating for working and
socializing. The place has a centre stylish bar, place for privatise meetings that can be booked by
hourly basis plus all this is embedded with technology. Beside this it has perfectly balanced work
life place which they name work life rooms, it offers a place that is perfectly combined with
comfort, connectivity, flexibility that has various zones to maximize the space and lighting for
work with comfort of relaxation and sleep. Other than these there is a different programme in
which the staff members trained with proactive approach to connect with the guest and take care
of all their needs and help guest to make most of their free time. This distinguish service is
named by the group as dare to connect. The next feature includes gather and thrive, it is focused
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on creative collaboration and effective life moments, this begging with a plane then how to
execute it in the best effective way to make sure everything runs smoothly. Gather and thrive
programme bring downs an end-to-end meetings and events which diverges the experience of
purposeful design with various food and beverages options, innovative meetings technology and
exceptionally best services. Not only this for meetings they have more to offer with their meet
with confidence programme it backs the meetings. This all shows that IHG is committed to
provide with the best and exceptional guest experience.
Smart technology and innovative practices in the Intercontinental Hotel
As per the viewpoint of Megan Boley, 2020, Customers are more concerned about their
hotels stays. They prefer high quality hotels that provides all facilities and services to them with
ease and comfort according to their desired requirements. And to fulfils demand and
requirements of customers it is important for hotels to use innovation and different smart
technology practices for attracting more customers for intercontinental hotel. As in terms of
Crowne Plaza hotel, some of smart technology as well as innovative practices which could be
used by hotel are as follows: Branded applications: This mode of smart technology could be used in hotel in terms of
providing higher facilities to customers. As hotel can use their own branded applications
that could be used by hotel for providing facility of check in and check out for their
customers. As by having this smart technology in hotels customers will feel more relaxed
and safe. By using branded applications, it will provide help to customers as well as hotel
for having an ease of working as well as using. Robotic butlers: Hotel robots are said to be one of first element of smart technology
which could be used by them for having an ease in providing services and facilities to its
customers and themselves. And for that hotel can use smart technology of Robotic butlers
which help in delivering things such as towels, toothbrush or food to its guests. They can
also navigate hallways as well as elevators autonomously that frees up hotel's staff for
carrying their operations along with helping them in staying distanced. Digital concierges: This smart technology is considered to be a good way to decrease
contact through customers in providing basic information and freeing up staff members
of hotel for solving more complicated requirements. And for that digital concierges like
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chat bots and virtual robots could be used by hotel for solving crucial problems of hotel
and its guests. Contactless payment method: This smart technology as well as innovation practices can
be used by hotel industry for providing an ease payment. Hotel should smart technology
like mobile wallets of Apple pay and Android pay and also other payment methods so
that customers will find ease in paying amounts and bills. As contactless payment or
access control technologies can lower requirements to touch high-touch surfaces such as
elevator buttons as well as room keys. UVC light for disinfecting: As this smart technology is used for killing virus for
disinfecting. Customers are generally more concerned about health and hygiene issues.
They prefer clean, hygiene and safe surroundings. And for that hotel can use smart
technology of UVC light of disinfecting their rooms and environment in order to provide
customers safe and healthy environment where they can stay and relax.
Different innovative practices which can be use by Intercontinental Hotel in order to attract and
retain consumers with the hotel
As per the viewpoint of John Attala, 2019, innovative practices and smart technology is
changing whole activities as well as operations of hotel industries. As hospitality sectors carries
no exception and this industry is said to be leading industry in managing and leading towards
charge in adoption of smart business technology. There are various innovative practices which
could be used as well as implemented by Intercontinental hotels for attracting and retaining
customers for hotel. In terms of Crowne Plaza hotel, some of innovative practices that could be
used by hotel in order to attract more customers that are as follows: Sharing hotel expertise through an online course: As for promoting hotel and its
services. This innovative practice can have used by hotel as through providing teaching to
its staff members so that activities and tasks could be carried in an effective way. As by
carrying up online courses activities as well as operations can be shared for attracting
more customers. Creating podcast: This innovative practice could be used by hotel for promoting hotel
and marketing. As by creating podcasts about hotel 's provided services and facilities that
are being provided by them. By using podcasts service, it will be beneficial for hotel for
attracting more customers online through promoting their services and facilities of hotel.
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 Posting reviews and testimonials on hotel's site: As customers are always keep their
concerns about its reviews on different hotels and according to that they decide about
their staying. So for that, hotel can use innovative practice of posting reviews as well as
testimonials on their site. As when reviews and testimonials are posted on their sites.
Customers will find it more beneficial for choosing their stays. As by analysing reviews
and testimonials customers will get to know about services as well as practices which are
provided by hotel and with that they will get attracted towards their hotel. Creating and designing application for providing hotel's information and bookings:
Customers generally prefers and likes to stay on those in which they find easy and
comfortable in reaching and getting information. And for that hotel could use various
application that can helps in providing information related to hotel and its bookings. With
these application customers will find it easier to collect information about hotel and
choose their stay service and facilities. By using these applications hotel can provide a
facility and service to customers for having online booking. Partnering with airlines: As most of customers and tourist generally prefers travelling
from airlines. And for grabbing more customer’s hotel can use this technology by having
collaboration with airlines so that they will be able to retain more customers at a time.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is referred as the procedure to perform the study systematically. It
helps in determining, selecting and analysing information regarding the specific topic and enable
reader to evaluate the overall reliability and validity of study critically. There are various
methods included in research methodology involving research philosophy, research strategy,
research design, research approach, data collection methods, sampling techniques, time horizon,
ethical considerations of a study, cost, validity and reliability of study. All these methods assist
the investigator in performing the research investigation systematically and accomplishing the
aims and objectives of the study effectively and successfully. Different methods of research in
context of this particular investigation are provided below:
Research Philosophy
Research philosophy is a wider topic and deals with nature, source and development of
knowledge. It is a belief regarding the ways data must be collected and analysed. Although, the
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knowledge creation idea may appear profound, the researcher is engaged in creation of
knowledge as a part of finishing the dissertation. Interpretevism, realism, pragmatism and
positivism are the different types of research philosophies researchers used in the study. The
pragmatism study is based on mixed data collection method and can be both qualitative and
quantitative. The realism study is based on the method which fits the subject matter and can be
based on qualitative or quantitative. The interpretevism method is based on small samples of data
collection and is based on qualitative research study. On the other hand, the positivism study is
based on highly structured method of data collection and large samples and is a part of
quantitative research study. In this particular research, the investigator uses interpretivism
research philosophy as it contends that phenomena must be isolated and observations must be
repeatable. Apart from this, the another advantage of using this research philosophy is it provides
full understanding to the researcher based on observation and experiment.
Research approach
In the research study, research approaches form vital part. These are the plan and
procedures for study and involves detailed methods of collecting data, analyse and its
interpretation. Three types of research approaches are commonly used in the study including
deductive, inductive and abductive. The deductive approach is based on testing the validity of
assumptions in hand. Inductive approach contributes in emergence of new generalisations and
theories. On the other hand, the abductive research approach initiates with surprising facts and
the process of research is devoted their explanation. In relation to this study, researcher use
inductive approach as it is generalizing from general to specific and the method of data
collection is utilised to evaluate hypothesis or prepositions associated with existing theory. This
method is also based on qualitative study thus, allow investigator to gather detailed information
which help in drawing reliable outcomes of study.
Research design
Research design can be stated as a framework of methodologies of research chosen by
investigator. It explains the type of study and its subtype. It is the overall strategy that researcher
select to integrate different elements of investigation in logical and coherent way and thus,
ensuring that the issue of the research is addressed effectively. The researcher design is broadly
classified into qualitative and quantitative. Qualitative research design identifies the relationship
between observations and data collected on the basis of mathematical calculations. The theories
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