Hotel Operations: Techny by Hilton - New Brand Proposal for CEO

This project outlines a proposal for a new hotel brand, "Techny by Hilton," under the Hilton Worldwide umbrella, focusing on attracting a technology-oriented target market. The proposal details the hotel's general information, including the number of guest rooms, restaurant concepts featuring mobile application-based menus, and meeting spaces equipped with virtual concierge services and robotic staff. It also highlights entertainment options such as spas and game zones, with a unique attribute being wearable technology for accessing hotel facilities. The proposed location for the first Techny by Hilton is Toronto, Canada, due to its diverse population and strong economy in technology and financial services. Key customer segments include individuals interested in the latest technology, those seeking comfort and luxury, and employees of top companies. The proposal further discusses competitors, emphasizing Techny by Hilton's cloud technology for centralized property management, smart room concepts, and chatbot services for personalized experiences. The organizational structure, logo, and slogan ("The mark of distinction") are also presented, concluding that the new brand will provide a fresh direction for the technology-focused market and contribute to the country's economy.

Tourism 1
Hotel Operations

Tourism 2
Contents
Introduction......................................................................................................................................3
Chain................................................................................................................................................3
General Information.........................................................................................................................3
Location...........................................................................................................................................4
Target Market..................................................................................................................................4
Competitors......................................................................................................................................5
What’s Inside- 3 attributes in Hotel Brand......................................................................................5
Check In...........................................................................................................................................6
Creative............................................................................................................................................6
Organizational Structure..................................................................................................................7
Logo and Slogan..............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Tourism 3
Introduction
This paper will choose Hilton Worldwide hotel chain in which, new hotel brand will be
selected in order to focus on the specific target market. Technology will be highlighted as a
target market for this paper. The discussion related to this assignment is mentioned below:
Chain
Hilton Worldwide Holding Inc. is a hotel chain that franchises and handles a huge
portfolio of hotels and resort. The hotel chain is operating its operation in more than 109
countries in which it has around 894,000 rooms. Hilton worldwide has 15 brands across different
market segments (Bohdanowicz, Zientara & Novotna, 2011).
In the context of a new brand of Hilton Worldwide, Techny by Hilton will be
introduced that would be full of the latest technology. The benefit of involvement of a new brand
for the hotel chain is to get the attention of customers who have a propensity for exploring new
things and want comfort. The new brand of Techny by Hilton would be good for the chain
because Hilton Worldwide has got great reviews by their customers and adoption of new
technology would be helpful to the chain remain to satisfy their customers by new technology
(Ting, 2017).
General Information
Techny by Hilton brand would include 60 guests room with the category of standard,
superior and deluxe, which would cover three floors. Each floor of the hotel would entail 20
rooms each. There would be great space for meeting because the specialty of the hotel is in
technology so; it would target technology lover people. For which, customers like an employee

Tourism 4
of big companies would stay for meeting purpose. Proper arrangement for meeting would attract
corporate companies to join with this brand for a long period (Chen, Wang & Chu, 2011). This
brand would be a technology-oriented hotel.
Restaurant
The hotel would include 2 restaurants, one for a family restaurant and another one for
party and pub with full of technology in which the brand would offer mobile application to their
customers in which, all details regarding available menu, preparation time and combo facilities
in food would be entailed. With the help of this latest technology, the customer would be
benefitted to get what they want in their room, without going outside (Laškarin, 2013).
Meeting Space
Large meeting space for 200 people would be involved in the hotel for those employers,
who want to conduct a meeting for big purpose. This hotel brand would comprise virtual
concierge services, robotic staff and a smart board to present presentation.
Entertainment Space
As other hotel brands of Hilton, this new hotel will also provide spa, game zone, gym and
other entertainment services. The main attribute of this hotel brand would be wearable
technology in which, the hotel will provide smart wristband to their customers for using various
facilities in the restaurant (Dolin, n.d.). At the time of check out, the administration will scan the
band and get the bill for using amenities by the customer in the hotel.

Tourism 5
Location
The hotel brand should be opened first in the city of Toronto of Canada. The reasons behind
choosing this city for Techny by Hilton are mentioned below:
 Toronto is the most populous city in Canada and the varied population of Toronto shows
its present and historical role as a significant destination for immigrants to Canada.
 The target market can be attracted towards the attraction of this city because; it includes
sports activities, festival and public events, national historical sites and numerous
museums and galleries (Chang, Ku & Chen, 2017).
 The economy of Toronto is highly diversified with strength in financial services,
technology, business services and environmental innovation.
Target Market
Key customers
The target customers for Techny by Hilton can be classified by the following:
 A person who have interest in the latest technology.
 Persons who prefer comfort and luxury accommodation services.
 Most likely work with top companies. Along with sportsmen, politician and actor &
actress.
Importance to build this hotel
Techny by Hilton would have a significant impact over the target market because the
latest technology would attract a large number of customers towards the hotel. People of Canada
are more advanced and technology advanced. They prefer advanced technology for everything

Tourism 6
such as accommodation, handling tasks in office managing workload and many more (Gröschl,
2011).
3 things about this hotel relate directly to this clientele
1- Advanced technology
2- Meeting space
3- Social media activeness
Competitors
Presently, there are various competitors of Hilton worldwide group chain that are having
a number of brands it. These brands are helpful in providing a high quality of services to the
customers. Hilton Worldwide has many brands and involvement of Techny by Hilton would
bring change in the hotel industry. However, Accor hotels are focused on the latest technology
and their brands are getting ready for providing services of “Augmented Reality”. The
competitors of Hilton Worldwide are embraced certain strategies in evolving hospitality industry,
but their penetration into the Internet marketplace might be limited because of meagreness of
interactive services that construct area of customers and exclusive focus on selling services
instead of taking consideration of customer satisfaction (E-strategy, 2019).
3 attributes in Hotel Brand
 Cloud technology for centralized property management
The use of cloud technology defines the digital records of hotels and other systems are hosted
on server of vendor rather than the server of hotel. Cloud-based property management systems
facilitate hoteliers provide a modified and expedient experience. Moreover, cloud technology

Tourism 7
concentrates property management within one platform, which depicts every aspect of the hotel
business can be arranged from it. This attribute is not only supportive to reduce the hardware
costs but also helpful in improving guest experiences because cloud-based system helps in
mobile check-ins, request for room services by a virtual assistant (Venture Pact, 2015).
 Smart room concept
Techny by Hilton would provide smart room concept to its customers. The Hilton honour
application would be benefitted to the customers in which, they will get digital check-in with
notifications. It will involve arrival time, option for choosing rooms and enhance floor plans.
Digital key would be helpful in unlocking the door in a one go without hampering time of
anyone. The customer would be able to lock the door digitally which would decrease the risk of
losing the keys. The facility of the connected room would allow customers to control the room at
their fingertips. Hilton Honors application would turn the device of customers into a thermostat,
switching light and remote. The customer would be able to access prefer entertainment within
the hotel for what they desire (Little, 2017). They can save their favorite channel. Along with
that, the smart room concept does not rely only application. In case of not having application,
simplified system is there in which the customer can operate the same thing through television.
 Chatbots for personalized experiences
Techny by Hilton will provide chatbot services to their customers because chatbot allows
hotels to respond number of visitors at once and can mechanize repetitive task to permit hotel
employees to focal point on other operations instead. Competence means greater productivity, as
the chatbot and hotel personnel together will be capable enough to respond to and entertain more
visitors at the same time.

Tourism 8
Check-In
There would be an automated check-in system in Techny by Hilton by the customers.
The customers would check-in by phone or computer before they arrive and enter their expected
arrival time, it would be helpful for the staff to clean the room. A bar code would be sent to the
traveler to display on their phone. At the hotel, the guests need to scan the bar code at a kiosk.
The digital key will assign to them for which, they would be trained by the staff of the hotel.
Creative
Techny by Hilton would be different from other hotels as it would have creative and
unique features, which attract a large number of guests to stay in it.
Interactive Gadgets
 Bathroom mirror will functions as an interactive display for messages, news and weather.
Guests are allowed to pair their phone via Bluetooth for the aim of seeing Twitter feeds.
In-room experiences
 During entrance in the room, automated voice would greet guests and curtains open.
Music will play and climate control will switches on automatically.

Tourism 9
Organizational Structure
The above image of organizational structure will be applied for the new hotel brand as it
would be effective for Hilton Worldwide to work in an adequate manner. With the help of the
hierarchical organizational structure, the employees of the organization can communicate with
top authority in an effective manner. It will increase their enthusiasm towards performing the
task in an appropriate way that leads the organization in making satisfy the customers. The
organizational structure of the new brand will address the issues of the employees as well by
taking the appropriate approach of human resource management and by applying suitable
leadership skills in the organization.

Tourism 10
Logo and Slogan
The logo of Techny by Hilton is below that depicts the involvement of the technology in
the hotel. The slogan for this hotel is the mark of distinction. It portrays that the hotel is having
outstanding services in it which would attract a large audience.
Conclusion
From the above proposal for a new brand of Techny by Hilton, it can be concluded that
the new brand of Hilton Worldwide would be able to give new direction for the target market of
technology. The adaption of the latest technology would bring interest to target market towards
the hotel. Along with that this innovation would be helpful for the economy of the country as
people would prefer to stay in the same hotel and visit again and again. The mouth of the word is
the great source of promotion which would be done by experienced customers, which would
contribute to increased benefits for the new hotel.

Tourism 11
References
Bohdanowicz, P., Zientara, P., & Novotna, E. (2011). International hotel chains and
environmental protection: an analysis of Hilton's we care! programme (Europe, 2006–
2008). Journal of Sustainable Tourism, 19(7), 797-816.
Chang, Y. C., Ku, C. H., & Chen, C. H. (2017). Social media analytics: Extracting and
visualizing Hilton hotel ratings and reviews from TripAdvisor. International Journal of
Information Management.
Chen, Y. C., Wang, W. C., & Chu, Y. C. (2011). A case study on the business performance
management of Hilton Hotels Corp. International Business Research, 4(2), 213.
Dolin, (n.d.). The hotel of the future. Retrieved from:
https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-
cb-the-hotel-of-the-future.pdf
E-strategy, (2019). Strategic business Plan. Retrieved from:
http://www.spmvv.ac.in/ecell/docs/business-models/1.pdf
Gröschl, S. (2011). Diversity management strategies of global hotel groups: a corporate web site
based exploration. International Journal of Contemporary Hospitality
Management, 23(2), 224-240.
Laškarin, M. (2013). Development of loyalty programmes in the hotel industry. Tourism and
hospitality management, 19(1.), 109-123.

Tourism 12
Little, C. (2017). The Impact of Technology on Guest Experience. Retrieved from
https://www.hotelbusiness.com/the-impact-of-technology-on-guest-experience/
Ting, D. (2017). Hilton CEO previews new brands and tech launches for 2018.Retreived from:
https://skift.com/2017/10/26/hilton-ceo-previews-new-brands-and-tech-launches-for-
2018/
Venture Pact, (2015). Innovation in Hotel: How IoT improves Hospitality. Retrieved from:
http://blog.venturepact.com/internet-of-things-for-in-room-experience/