Exploring Technology in the Hospitality Sector: Hilton Case Study

This report investigates the role of technology in the hospitality industry, specifically focusing on Hilton Hotels. The research explores the types of technologies employed, such as voice control, contactless payments, robots, chatbots, mobile check-in, and smart room keys, to attract a larger customer base. The methodology includes a literature review, deductive approach, positivism philosophy, quantitative research with questionnaires, and data analysis using frequency distribution. The report identifies the significance of these technologies, examining how they enhance customer experience and operational efficiency. It also addresses challenges Hilton might face without these technologies. The findings highlight various ways to attract customers, including managing rates and leveraging technology to improve service. The report concludes with recommendations for improving technology adoption and achieving objectives, providing valuable insights into the evolving landscape of the hospitality sector.

Technology in the hospitality
industry
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EXECUTIVE SUMMARY
Main purpose of this dissertation is “To explore types of technologies used by hospitality
industry for attracting larger base of customers”. For this dissertation Hilton is a chosen
organisation that work within hotel sector. There are different activities were completed by
researcher with purpose of achieving each objective successfully. Literature review has been
completed by using secondary sources which are articles, books, journals, publication research
and many other sources. Research methodology has been done by using different types of
methodologies which are deductive approach, positivism philosophy, quantitative research,
questionnaire, cross-sectional approach, primary and secondary research etc. These are effective
methodologies used for achieving all objectives in successful manner. Data analysis has been
completed by using research analytical technique i.e. frequency distribution analysis. This
technique helped in evaluating of quantitative information within less period of time. Conclusion
has been completed by explaining all information in clear and systematic manner.
Recommendation has been given by improving topic and attaining each objective successfully.
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Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................7
RESEARCH METHODOLOGY..................................................................................................12
ANALYSIS OF RESULTS/FINDINGS.......................................................................................15
CONCLUSION..............................................................................................................................24
RECOMMENDATION.................................................................................................................25
REFERENCES..............................................................................................................................27
APPENDIX....................................................................................................................................28
Questionnaire.............................................................................................................................28
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INTRODUCTION
Hospitality industry is defined as broader field and everyone has a common idea of the
kinds of businesses that come as brands of hospitality. In a simpler words hospitality industry is
referred as type of services and businesses connected to satisfaction and leisure of customer. The
hospitality has basic aspect which deals with providing luxury, experiences, enjoyment and
pleasure to their customers and guests (Jones, Hillier and Comfort, 2017). It is an service
industry which has parks with different themes, planning of events, lodging, transportation, drink
and food service. It mainly has bars, restaurants, ecolodges, resorts and hotels. The core goal of
hospitality industry is providing out products and services to individuals which help in recreating
and assisting the wellbeing of individuals. It has multiple activities to do but the main motive is
to provide satisfaction with the high quality service (Mooney, 2016).
The industry has a simple activity that makes other people feel welcomed with making
them comfortable and doing things that are entertaining. Every establishment included in
hospitality industry has the significant goal of providing experiences that are enjoyable. The
atmosphere provided by this industry is very calm and welcoming, this industry has facilities like
amenities that are convenient like valet parking, extra discount and many more. Profitability and
revenue of hospitality industry mainly depend upon the the level of satisfaction and enjoyment
felt by their customers and guests (Kloutsiniotis and Mihail, 2020).
Technology refers to the tools and methods which help hospitality industry to grow and
develop globally. Advance technology is adopted by this industry to operate in an effective and
efficient manner and it also assist in increasing the performance of employees with improving
the performance of organisation.
Research Aim and Objectives
Research Aim
“To explore types of technologies used by hospitality industry for attracting larger base
of customers”. A study on Hilton
Research Objectives
 To identify the types of technology used by hospitality industry.
 To determine the significance of those technologies in attracting larger number of
customers.
 To examine different ways for attracting customers towards the Hilton.
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 To ascertain challenges that would be faced by Hilton without the use of technologies.
Research Questions
 What are the different types of technology used by hospitality industry?
 What is the significance of those technologies in attracting larger number of customers?
 What are the different ways for attracting customers towards the Hilton?
 What are the challenges that would be faced by Hilton without use of technologies?
Rationale of the research
The main objective behind conducting this research is to explore the challenges that
would be faced by Hilton if they do not use technologies and to determine different types of
technology used by hospitality industry for attracting larger base of customers. This research
focuses on exploring various type of technologies adopted by the hospitality industry to attract
more and more number of customers. The another motive for conducting this research is to attain
different objectives from two different perspectives. The two perspectives are known as:
Personal and professional perspective. In respect of personal perspective this research assisted
me in determining different types of technologies which has increased my knowledge regarding
technologies that are latest and are adopted by hospitality industry. The another benefit with this
research is exploring different technologies that would assist in making operations more
convenient. In respect of professional perspective this research assisted me in understanding the
challenges and issues that can arise in hospitality industry if they do not adopt technologies
which would also help me in my professional career. While doing my job in future if such
circumstances appear then I would be able to resolve such issues in a successful and systematic
manner. The another benefit with current research is it assists in addressing issues with different
ways and techniques in a successful way.
Scope and limitations
With the help of current research, various hotels, ecolodges and restaurants would
understand the importance of technology. This research assists these organisations to know about
different technologies available and adopted by competitors of these organisations in the market.
This research would also accommodate in determining the importance of technology in attracting
large number of customer, so with this information organisation would do large investment in
latest and advance technology. So they can also attain existing customers and attract new and
potential customers. In this research, researcher also investigated about other methods and ways
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which assist in gaining more customers. This would also prove beneficial for organisations
because they would also apply such methods so they can also attract more customers. This
investigation also showed the various issues that are faced by hospitality industry if they do not
make investment in technologies which would make other companies aware about the
consequences if they miss out usage of technologies.
There are also some limitations that are faced by researcher while conducting some
research are: in this research people and organisation are involved, researcher faced the issue of
limited reach to information from participants because of this limited reach, investigator had to
again make the structure of research in a new manner but researcher tried their best in getting
authenticate and reliable data. The another limitation is lack of time, researcher has to collect,
analyse and meet the last date of research project submission. Researcher had to measure and
make changes in the research as per the requirement within a limited given time period.
Researcher has the responsibility to achieve all objectives of research before deadline because if
any changes are required then they can be met within deadline. The another limitation faced by
investigator is disputes aroused through personal and cultural problems. Employees were
manipulative with their answers, opinions and views and they were not giving their full support
and contribution towards investigator while conducting the research because of that carrying and
gathering information became difficult task for researcher. To avoid such problems researcher
should clearly explain their motives and objectives to the people so they can gather data in an
effective and efficient manner.
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LITERATURE REVIEW
Literature review is a summary of sources that has been explored while researching on a
particular topic. The Literature review includes journal articles, government reports, books and
websites. It provides a summary, description and evaluation of sources.
Different types of technologies used in Hospitality Industry
According to Attala, J (2019) there are various technologies used by the Hospitality
Industry to attract more customers with their services. The technologies are outlined below-
 Voice Control and Search-
Voice Control and Voice Search is a latest technological trend in Hospitality Industry. Voice
search helps the customers to find out the Hotels, cafes and restaurant but they have make sure
that their websites and booking engine should be structured than only the voice search can be
used. Many Hotels use smart speakers which allow them to control various devices, it also help
the guest to order frequently without waiting for a staff to take their orders.
 Contactless Payments-
Contactless payments offer an advantage for customers and Hotels, the guest can make the
payment without having their wallet with them. For Hotels, it reduces the time of payment they
receive payment within a seconds and also improves customer’s satisfaction. It also helps to
reduce human contact due to COVID 19 so contactless payment is the best way to overcome the
spreading of disease.
 Robots-
Robots are the latest technology which is used by the Hospitality Industry, robots are used to
carry out the tasks which are performed by staff in Hotels and restaurant. Robots plays various
roles in Hotels they welcome the customers and provide information to them. They also clean
floors by vacuum cleaner and serve foods to guests. Hilton can also use robots to attract more
customers in its Hotel.
 Chatbots-
Chatbots is a growing trend in Hospitality Industry, it helps the customers to get their answers of
queries within a day. It is difficult for Hilton to have staff available for every time and handle the
queries of customers so, Chatbot helps them to answer the questions without any need of human
involvement.
 Mobile Check in-
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Mobile Check-in Facility in Hospitality industry increases the experience of customers at the
time of initial arrivals. The guest can easily Check in through their mobile and it also eliminate
the need of Face to face interaction. Mobile Check-in is a contactless technology which reduces
the nervousness about COVID guest can easily visit Hilton Hotels without waiting in line.
 Smart room keys-
Hotels are installing Smart room keys that helps customers to unlock their doors by swiping their
phones on keyless pad which are on the door. Hilton is also installing smart room access system
globally. The Hotel can also use another way through finger print activated and retina scanning
devices.
Significance of Technologies in attracting large numbers of customers
According to Lei, Wang and Law, (2019) there are various significance of technologies
in attracting large number of guests they are as follows-
 Robots provide a relevant information to its customers on the basis of their profile and
buying pattern. They also take the reviews and opinion of food which is served by Hotels,
it helps them to understand the perception of customers. Robots attracts customers they
visit again and again in Hotel for experiencing the excellent service of robot. Thus Hilton
Hotel should use robots to attract more customers.
 Mobile Check-in helps customers to know information of everything in no times and can
book their room in a couple of tabs. Mobile Check-in reduce the time of customers and
Hotel, it also avoid the paperwork at front desk. Through Mobile Check-in the customer
can choose their room in which they are going to stay, hotel staff will bot allot the room
to them. The customer can easily Check in and enter their selected room with the help of
Digital keys on Mobile app.
 Smart room keys also attract customers as they can easily unlock their doors by swiping
their phones on pad. The customers can easily accommodate without any interference of
hotel staff, they don't need any staff member to open the door with keys.
 Contactless payments also attracts the customers as it doesn't need any involvement of
human interactions the payment can be done via mobile phones. The customers feel easy
and safe as they need not to carry their debit card, cash, credit card, etc.
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 Chatbots also attracts more and more customers as it helps the customers to get their
answers of query within a day. This technology increases the customer satisfaction as
they get answers frequently.
Different ways for attracting customers towards Hilton
According to Main, k (2020) there are different ways which can be used to attract more
customers towards Hilton Hotel they are as below-
 Manage rates-
Hilton Hotel have to manage the rates and promotion, they have to offer a special discounted
rates at season. If they offer less than their competitors it attracts more customers to visit Hotel.
The customer select their Hotel on the basis of the rate if the rate is high they choose room of
their competitors who have less rate. So the rates should be fluctuate according to the customers
preferences.
 Advertise Hotel-
Hilton Hotel should advertise on different directories to promote and attract customers. They can
listed in such as TripAdvisor, Bringfido and yelp these are the fastest ways which helps to attract
more customers towards the Hilton Hotel.
 Travel Booking sites-
Hilton can list their property on different sites to attract customers they can listed in Travelocity,
Booking.com, Airbnb, Priceline and various other sites. Hilton Hotel should make sure that
customers will search on different platforms they will not use single platform to find out the Best
Hotel. Through Travel Booking site customers will contact and take the information related to
the Hotel accommodation and its services.
 Reviews-
Reviews also attract more customers, while booking a Hotel firstly they check out the reviews
than only they book their room. If the review of the Hotel is excellent it attracts customer to
Check-in and if there is bad review than customer prefer to choose other better Hotel. Hilton
Hotel have to request reviews from its past customers as it helps to seek more customers there
should be a positive reviews that increases the profitability.
 Strong Social Media Presence-
Social Media presence increases the reach of Hilton Hotel, they can create social media profile to
attract more and more customers. Hilton have to increase their social media presence by posting
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content related to anything whether related to Hotel, food items, staff members, etc. it helps to
attract customers. Regularly posting helps Hilton to get into the mind of guests but they have to
keep in mind that sometimes it annoys the customers with several posts in a day. Social platform
helps to build Customer Base and get new people interested in Hotel.
 Engage with Customers-
Hilton Staff members should interact with the guest to attract more customers, they should replay
to comments on social networking platforms and focus on the loyal customers. Engaging with
the people can make to become more personable which helps guest to like the Hotel facilities and
services. The manager of Hilton should request for the feedbacks related to its services and food
quality.
Challenges Faced by Hilton without use of Technologies
According to Kabadayi, S (2019) there are various Challenges faced by Hilton if they are
not using latest technologies they are outlined below-
 Reduce Customer Base-
It is one of the Challenge which is faced by Hilton if they are not using latest technologies, as
with the help of technologies the Hotel industry can attract more customers and if they are not
implementing it automatically reduces Customer Base. In Today scenarios customer are too busy
they even don't have time to stand in a line for Hotel check-ins and wait for a key and room
allotment. So Hilton should use latest technologies to increase its customer base and profitability.
 Hire more Skilled Staff-
Hilton have to hire a more skilled staff to handle the queries and issues of Customers as they
don't have Chatbots to answer the questions instantly. The Staff members will answer the
problems which is raised by the guest it also requires a lot of time to assess all the doubts so to
reduce the time Hilton have to hire more employees.
 High investment in Digital Technology-
Hilton have to invest a lot of money in utilising Digital technologies it is also one of the
challenges faced by Hotel. In this Digital age, the hotel should keep focusing on the latest
technologies such as voice assistants, mobile first property website, guest facing digital
technologies and various other. A Huge amount of investment is required by Hilton as it is not
easy to invest and implement the new technologies.
 Decrease in revenue and profit-
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If Hilton is not going with latest technologies it reduces the profit margin of Hotel for increasing
the revenue and profit they should use the latest technologies as it attract more and more
customers towards the facilities and services of Hotel. They can use robots, mobile check-ins,
contactless payments to seek better customers and build strong customer base.
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RESEARCH METHODOLOGY
Research methodology is an important process which assists researcher to collect
information and data related to the research topic. Research methodologies use various sources to
gather data and the sources include interviews, survey and publication research. This includes
data which is already existing and new data which has been taken out by the researcher to
achieve the objectives of present investigation. It provides the way for researcher to collect
relevant and authenticate data (Al Kilani, 2016). Basically it provides the procedure of activities
to perform for accumulating relevant information of the research. This chapter shows it is
necessary to gather reliable information for addressing every question and objective of research.
For gathering information according to the topic of present research that is exploring types of
technologies used by hospitality industry for attracting larger base of customers, various methods
are considered by the investigator (Bairagi and Munot, 2019). Some of them are: research
philosophy, research strategy, research approach, time horizon, data collection, research strategy
and many more. Researcher also uses techniques to do analysis and techniques that assist in
presenting data in an organised and attractive manner. These are the methods which have which
would provide assistance to researcher to collect reliable and appropriate information according
to the topic.
Research Approach: Research approach is a plan which has various approach to identify, gather
and analyse data effectively. These approaches are basically used by researcher to analyse
information. There are two types of research approach generally known as: inductive and
deductive. For fulfilling the objectives and requirement of present research, deductive approach
is chosen because it accommodates in gathering right and apt information (Ragab and Arisha,
2018). This approach is used as it creates hypothesis on the current topic and measure data in a
numerical way.
Research Philosophy: Research philosophy is the set of values that focus on the reality which is
being researched. It helps in gathering and collecting data. In this assumptions are made which
give justification in a way through which research is taken out. Research philosophy has two
types of philosophy commonly called as: pragmatism and interpretivism. Philosophies help
researcher to take out activities in a systematic and organised manner (Clarke and Visser, 2019).
Through this researcher collects reliable information which help in achieving objectives of the
research. According to the need of present research topic pragmatist approach helps investigator
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