A Business Case for Voice Recognition at TUI Australia Tourism

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Added on 2024/07/03

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This report provides a business case analysis of implementing voice recognition technology within TUI Australia, a company in the tourism industry. It identifies existing technology trends and issues, focusing on how voice recognition can address these challenges and improve customer experience. The report explores the scope of voice recognition, its benefits, and potential problems. A business model canvas is developed to illustrate the strategic alignment of voice recognition with TUI Australia's value proposition. The analysis covers technology trends, alignment of the business model, and provides recommendations for adopting voice recognition to enhance services and increase customer satisfaction. The report concludes with the potential of voice-operated AI systems in transforming hospitality processes.

Assignment 1: Business Case
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Contents
Introduction.............................................................................................................................. 3
Identify and synthesise existing technology analysis and trends (issues) in the selected
organization in the industry mentioned above........................................................................4
The scope of “Voice Recognition”.........................................................................................5
Provide the problem statement and benefits “Voice Recognition” can solve issues
identified earlier in the selected organization in the industry mentioned above....................6
Business model canvas in the context of “Voice Recognition” in the selected organization
in the industry mentioned above.............................................................................................7
Technology analysis and trends in the context of “Voice Recognition” in the industry
mentioned above.....................................................................................................................9
Alignment of the business model and value proposition......................................................10
Recommendation & Conclusion........................................................................................... 11
References:..............................................................................................................................12
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Introduction
Nowadays, the hospitality industry is in the phase of technological transformation. The
organisations are inclining towards new biometrics software and devices to handle all their
operation. The most famous among that biometrics is “voice recognition”. This technology
gives an access to various aspects of hospitality. In this report, the scope of the voice
recognition and the trends going on the tourism industry in the context of TUI Australia are
discussed. Also, this report will define the problem statement and several benefits of the
Voice recognition and ways to solve these issues. Also, a business canvas model has been
developed as per the mentioned organisation. This report provides the recommendation for
using this beneficial interface and aligns the business model with the value proposition
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Identify and synthesise existing technology analysis and trends (issues) in the selected
organization in the industry mentioned above.
Nowadays, people are looking for ways to ease their task. With increasing influence of
technology in the life of people, the demand for innovating a new form of technology has
boomed. Recently in a survey conducted by a market-intelligence organisation ‘Tratica', it
was mentioned that more than 80% mobile phones would be having speech recognition
features by 2020. While traveling, the travellers need not type information they are looking
for, voice recognition features have made a major breakthrough in the field of hospitality.
The tourism industry has been changing rapidly at a vast pace in the current era and there is a
lot of changes is happening in the tourism sector. Technology is the boon for the tourism
sector and it is essential that the tourism sector should select the right technology to grow in
this sector (Jurafsky and Martin, 2014). Every traveller has used the technology at any point
during his encounter with the tourism sector. Technology changes are impacting the
behaviour of the customer at any point in time. The company like TUI Australia has used the
changing technology by examining the needed changes in the technology.
Technology has not only changes the operational mechanism of the TUI Australia but also at
the same time changing the user interface of the tourism industry. The management has a
positive perception towards the implementation of voice recognition in operation. They
believe that this technology is a promising aid for the travellers from all around the world.
Voice operated devices are being seen as the major frontier of tour and travel industry as it
assists in delivering convenience for voyagers and would also help in generating more
revenue for the hospitality service provider. The user now can able to search information
about the trips of TUI Australia by searching the details, recommendations, reviews etc.
before starting the trip. The company believes that voice recognition devices have narrowed
things down. For instance, instead of showing extra and irrelevant information over the
screen, the voice-based search will provide more personal and useful result.
With the voice-based hotel search on the website and mobile App of TUI Australia, the
travellers would be provided with a wide range of useful options. In addition to this, the
software can also generate information regarding nearby airports, hotels, and restaurant.
Also, now the user will be able to complete the trip booking with the help of paying online by
the online interface of TUI Australia (Jurafsky and Martin, 2014). Besides this TUI Australia
has also provided the smart tabs to the customers during their entire trip and it will help the
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user to connect with the company operations team any time during their trip. But there are
also issues prevailing in the tourism industry. Extensive use of technology in the tourism
sector will take the jobs of the professional who are associated with the industry. An
organisation like TUI Australia is changing their interface to chatbots that are using the
technology like Artificial intelligence.
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The scope of “Voice Recognition”
There is always a technology change is happening around in every corner of the globe in the
travel sector. The voice recognition software today is making the speech interface more
pervasive and versatile. Voice recognition system has been used to input data or various
system commands directly into a system mechanism (Benckendorff, et. al., 2014). This type
of software will help the user by speech recognition method and can replace another form of
input devices. Speech recognition system is a subfield that is the subfield of the
computational linguistics and will implement knowledge regarding the research in the
linguistics. The voice recognition platform is totally changing the interface of the tourism
industry.
A company like TUI Australia has come a long way by changing the user interface. With its
AI voice app, the organisation becomes enable to guide their guests throughout their course
of the journey right from the beginning of their voyage. This has also helped the customers in
hotel booking by providing them an ease to pick hotels based on their emotional state instead
of choosing from a long list. For the hospitality organisation, the use of voice-operated AI
system can help in transforming the processes of the hotels and its services as well.
Hospitality industry always seeks ways to enhance the comfort for their guests and improve
their customer satisfaction.
Many organisations are making use of some advance sensor based technology in order to
determine the emotional state of its customers. This can be really helpful in providing a better
online booking experience. This way service provider can tailor their offerings in accordance
with the varying moods of the customers. In TUI Australia, the management is aiming at
making their hotel intelligent by arming them with Voice-navigated AI powered care and
services. These may include the following options:-
 Voice-controlled robots.
 Voice-activated digital assistance
 Voice-activated hospitality services
 The automated data processing machine
In tourism industry Voice has played many significant roles such as providing a car GPS
mechanism, helping the user by providing the mobile map applications for providing
directions such as Google map etc. It includes changing the user interface for apps such as
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Whatsapp, Viber, and various social networking apps and providing digital security locks to
tourists. According to the Thrive analytics, 60 per cent of the traveller is using the voice
search. Voice recognition is changing the overall dynamics of the tourism industry
(Benckendorff, et. al., 2014).
These voice recognition applications have increased the business efficiency, saving the time
of the companies that is previously used in the traditional method of approaching the
customers. As per the experts it has been analysed that the corporations are now working on
the CRM voice interface that will be using the CRM voice software that will pick up the
customer intent, feelings and emotions, just by analysing the patterns of the human voice,
pauses he take between words as well as the voice inflection of the words spoken. This will
help the company like TUI Australia to provide satisfaction to the customer as the chatbots
are able to understand the feelings of the user in a better way and provide the user with some
faster search results also.
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Provide the problem statement and benefits “Voice Recognition” can solve issues
identified earlier in the selected organization in the industry mentioned above.
Voice recognition will be defined as the process that will decode the acoustic signal produced
by the human voice into a separate sequence of linguistic units that contain the message that
the speaker will like to convey (Lee, et. al., 2012). At the one end this system will include a
hypothetical device that is capable enough to type ant form of words that is spoken and on
another end, speech understanding mechanism will extract the intended meaning from the
sounds and carry out the appropriate action like replying a question or controlling a speech
recognition mechanism. Speech recognition mechanism has been easy for the human but it is
difficult for the machine is compared with the human minds. Human minds are far capable
and better than mechanical voice recognition system.
After the launch and a great success of various voice-controlled assistants such as Apple Siri,
Google Now, and Microsoft Cortana, there demand in different sectors have registered a
great boom. The hospitality sector is also demanding its personalised digital assistant that is
voice-operated. This is due to the fact that there are many advantages to doing so. These
advantages are mentioned in this section. This has provided some ease to the customer in
locating the nearby restaurant. Now, customers need not type as this assistant can respond to
their voices and provide relevant information to them. This has also contributed largely to
increasing the customer satisfaction as they provide only those results that are the best match
for the desires of the customers.
In addition to this, TUI Australia is planning to use the voice recognition software in data
processing. This would make the work process more efficient than ever. Data can be stored
analysed up to three times faster with voice recognition. This also lessens the work load from
the management that further provides the organisation to dedicate more time in serving their
guest. This ultimately increases the customer satisfaction. Another benefit of having a voice
operated the system in the hospitality sector is that it minimises the chances of error. Majority
of these systems are nearly 98% accurate in terms of word recognition.
A computer program that is supporting the voice recognition system is a very complex task
and not able to properly work in case of noise, work and pauses between the speech. But
still, the voice recognition system is getting better day by day. Accuracy is getting improved
and dictation of the voice recognition has been gradually being accepted (Lee, et. al., 2012).
Now the voice recognition software is getting intelligent and will attempt to understand the
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intent of the speaker instead of what is actually spoken by the user. Background noise levels
are being discarded by the voice recognition mechanism now and noise levels and
environments are being excluded while machine interfaced is talking to the user.
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Business model canvas in the context of “Voice Recognition” in the selected
organization in the industry mentioned above.
As per Wagner, (2014), the Business model canvas will describe the numerous type of
planning and several marketing strategies for getting competitive advantage and success in
business. This can be used in strategic planning as it provides a clear picture of the business.
Moreover, it can also be used in retrospection. Furthermore, many organisation uses BMC in
order to understand the competition. By preparing a business model canvas, the strengths of
the competitors, its weakness, constraints, and their inabilities can be determined. This
specific model canvas is creating the lean canvas to focus on the way the timeline will affect
the revenue of the specified business of TUI UK. The lean canvas is more actionable and
entrepreneur oriented.
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Key Partners
 Global
Sustaina
ble
Tourism
Council
 Futouris
 The
Travel
Foundati
on
Key Activities
 Lodging
 Food &
Beverages
 Hotels and
Resort
 Cruising
Value
Proposition
 To
provide
reliable,
comfortab
le and
quality
services.
 Services
should be
developed
by
consideri
ng
customer’
s needs.
Customer
Relationships
The company believes
in building long term
relationships with its
customers. For this
purpose, it keeps
working on increasing
customer satisfaction
level.
Customer Segments
It comprises travelers
who travel via aircraft,
cruise liners and stay in
hotels.
Key Resources
 Large ROI
 Large
Investors
 1600 Travel
agencies
Channels
 WOM
 Ads (Promotion
through Celebrity)
 Word of mouth
publicity
 Digital media
Cost Structure
 Cost for hiring Voice generating
professionals
 Cost of operation and maintenance
 Cost of purchasing a license.
Revenue Streams
 From bookings (both online and offline)
 From investments returns
 Interests from banks

Technology analysis and trends in the context of “Voice Recognition” in the industry
mentioned above.
There are nearly 2-3 million people in Australia who have some sort of disability or physical
impairment. The development of Voice recognition system is very beneficial for such people.
It acts as their personal assistant. Speech recognition technology is currently being used in
various areas, such as military, medical, environmental control, and communication. There
are various forms of speech recognition systems that can be used by TUI Australia. The
organisation has come a long way by changing the user interface. With its AI voice app, the
organisation becomes enable to guide their guests throughout their course of the journey right
from the beginning of their voyage. The user now can able to search information about the
trips of TUI Australia by searching the details, recommendations, reviews etc. before starting
the trip. This system is very advanced and progressive as per the recent trends of the market.
Below are the trends in the voice recognition (Angott, 2013).
 Speech Recognition: Automated Speech Recognition (ASR) is the base of voice and
language processing applications. In simple words, this technology permits humans to
make use of their linguistic skills to build a conversation with a computer interface in
order to bring about certain information. This will include machine learning, signal
processing, optimization and statistical techniques. The most recent version of ASR is
Natural Language Processing (NLP). This speech recognition system permits real
conversation between AI and people. However, even NLP being the most accurate speech
recognition program with an accuracy rate of 96 to 99% can provide such results only in
ideal scenarios. Nowadays, there are two types of ASR variants, namely directed dialogue
and other is natural language conversations.
 Acoustic Modelling: This is an automatic voice recognition system that is representing
the relationship among the audio signal and the phonemes of another linguistic unit. In
other words, the acoustic model comprises statistical representations of every unique
sound that composes a complete word. These statistical representations are also known as
a phoneme. In Australia, the native language is English and therefore, there are nearly 40
distinct phonemes. An acoustic model is developed by incorporating a large database. It
uses special algorithms to develop statistical representations. These representations are
known as Hidden Markov Models. HMM is still the most used dominant form of the
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