- Internal Code :
- Subject Code : IND802
- University : International College of Management
- Subject Name : Management
Work Integrated Learning
Executive Summary of Hotel Intercontinental Sydney
This report is an extensive analysis of the role of information technology in the hospitality sector. It discusses the intervention of information technology in Intercontinental Hotel Sydney for tapering down the scope. Information technology has assisted in maintaining a transparent flow of data such as check-out timings, check-in timings, facilities, rates, prices and other key details on the basis of which the guests make informed decisions. This technology has allowed the hospitality sector to streamline its processes and the hotel staff for providing quicker services to the guests. The preliminary aim of the research is to comprehensively scrutinize the role of information technology in the Intercontinental Hotel Sydney. The research questions further specifically emphasize the impact on the overall business, its operations and influence on customer satisfaction. Data is collected via the primary qualitative method through an interview. The analysis is done through the thematic analysis and the results obtained reveal that information technology has benefitted the hotel in terms of improved amalgamation of the staff, enhanced online booking, litheness in billing preferences, efficient lock-up query system, recurring visitation behaviour by customers and automatic functions and systems.
Contents
Introduction..
1.1 Background and Statement Problem..
1.2 Literature Review..
1.3 Research Objectives.
1.4 Research Questions.
methods, Data and Analysis.
2.1 Data Collection.
2.2 Data Analysis
2.2.1 Influence of Information Technology on The Hotel's Business.
2.2.2 Role of Information Technology in Hotel Operations.
2.2.3 Information Technology in Elevating Customer Satisfaction.
discussions and Implications.
3.1 Addressing Research Questions.
3.2 Implications for Practice.
3.3 Limitations.
concluding Remarks.
references.
1. Introduction to Hotel Intercontinental Sydney
1.1 Background and Statement Problem
The growing use of technologies in each and every sector is one of the important factors to enter into the successful running of the business these days (Cascio & Montealegre, 2016). The technology has touched each and every sector from urban to a remote area, no area is speared or left behind without the touch of technology. The data stored with the help technology helps in many ways. Access to the stored data is very easy with the help of technologies. The use of technology in hotel management has given an undreamed experience in this field. The emerging technology gives smooth experience for the better management of customer relationships and services (Ahmad et al., 2012). The demand of the customer can be known by using online technology.
The hotels can be booked online media or by using the app very easily and we can search the hotels online in very convenient price which makes very easy for the customer to choose the hotel in their budget. Information technology has played an integral role in the hospitality and tourism industry for the last decade. It has contributed to the enhancement of the operational efficiency and has also contributed to the improvement of customer services, however, there is a need to further analyse its role and how it benefits the customer satisfaction and hotel operations (Pham et al. 2020). The hotel Intercontinental Sydney is specifically considered in this research project to analyse the impact of information technology in the hotel business and to the degree with which it has penetrated into the organisational procedures.
1.2 Literature Review of Work Integrated Learning
The service sector is untouchable with emerging technology. The technologies made the world from smaller to tiny. Due to the technologies, it makes easy for many enterprises to handle their customers easily. Similarly, hotel Intercontinental Sydney also gets engaged with the emerging technology in this century. As we know, Intercontinental hotel is one of the luxurious hotels which provides many services to their customer. To manage those services and the customers, it was very difficult for them without technology (Abdul-Muhmin, 2012). The pre-booking of the rooms and restaurant table was difficult without the help of technology. So, they use different apps and different online medium to get connected with their customer. The continuous feedback from the customer helps them to upgrade accordingly the time changes. The comments and feedback and response to the customer feedback help them to upgrade in many ways (Torres et al., 2015).
With the advancement of technology and development in the hospitality sector, customers require services to be more customised as per their requirements. Their satisfaction has been improved with the assistance of information technology in different ways. Primarily it has aided in providing personalized services to the guests as per their needs (Pham et al. 2020). It also acts as a bridge for the post-l-booking communication so that the feedback of the customers can be collected which can be further beneficial in improving the services and also building loyal customer relationships. Information technology has assisted in elevating customer satisfaction by rewarding repeated behaviour of the guests and implementing the in-room technology for providing a premium experience. The hospitality business is now combined with the travel business where we can see that the person who wants to travel a lot wants to stay the night in the hotel. Along with this, the businessperson who travels a lot for the business development prefers hotel. The evolvement of the technology in the hospitality business booms the business many times with the help of the technology. The customer can easily evaluate the hotel and its performance (Manhas & Tukamushaba, 2015). Also, the hotels can analyse what they did where they lack during their services with the help of the technology.
Authors Spencer and Chevers (2018) have stated that the most apparent manifestation of technology in the hospitality sector is that it has allowed the process of booking hotels. With the assistance of information technology, the customers can book hotels from their homes in their comfort and can easily access information. Artificial intelligence is allowing the hospitality sector to further re-invent its processes. It is being used to integrate data from the touchpoints of the hotels and making sure that the premium services are delivered at a reduced cost (Spencer & Chevers, 2018). The technology embedded hotels have the features like online booking, pre-booking, comments and feedback, advance payment, option to choose the hotel and rooms, option to choose the budget hotel (Al-Maslam & Alhaddad, 2016). These are some activities which are performed online with the help of technology. These days some of the hotels also use robot-based service where robots are the companion who serves and take food to the table of the customer. The customers also prefer easy booking and good services from the hotel and Hotel intercontinental is famous for their good services (Verma & Verma, 2017).
Information technology has impacted the hospitality industry in terms of the process of marketing. It has become a powerful tool for promotions. Hotels actively use information technology by utilising online advertising platforms such as online purchasing social media, blogs and many more. It actively makes use of computer systems to facilitate communication between larger hotel chains in different locations to easily connect with the customers and access information. The mobile communication has replaced large desktops and computers and is helpful for making customers advised of delays in reservations, deals offer by the use of GPS tracking.
1.3 Research Objectives
The primary objective of the given research is to know why information technology is important in today's world. The growing use of technology in the field of hospitality helps many businesses to boost their business and helps them to manage the customers easily and efficiently. The research objectives of this research project can be stated below as follows:
- To determine the impact of information technology in Hotel Intercontinental Sydney
- To determine the importance of information technology and its eminence in running the hotel's business efficiently
- To determine its role in customer satisfaction in Hotel Intercontinental Sydney
1.4 Research Questions
- What is the impact of information technology in Hotel Intercontinental Sydney?
- Why information technology is important and how it helps the hotel to run its business efficiently?
- How does it help in customer satisfaction in Hotel Intercontinental Sydney?
2. Methods, Data and Analysis of Work Integrated Learning
2.1 Data Collection
Data collection is a process of assembling data on the basis of the variables associated with the research topic. It is a process of gathering and sorting the data and organizing it consequently. It involves measuring information in a systematic fashion. It is crucial to ensure that a proper data collection method is employed because the ineffective method may lead to ineffectiveness in answering the research questions (Stieglitz, Mirbabaie, Ross & Neuberger, 2018). Inability to repeat and validate the study is another outcome of the ineffective data collection process. Quality assurance is one of the major aspects concerned with the data collection process. In the considered research assessment, the data is collected through the primary qualitative method.
The exploratory research design is used for framing the overall research methodology of the assessment. The key reason for the collection of primary qualitative data is the fact that it will ensure that the credibility of the research is maintained as the first-hand information justifies the authenticity of the information source and also ensures that the research objectives are effectively addressed (Stieglitz, Mirbabaie, Ross & Neuberger, 2018). For collecting the data, a total of ten participants are involved which involve different staff members from different job profiles. The participants of the data collection process involved the hotel manager, hotel sales manager, hotel maintenance engineer and the staff members from telecommunication and guest accounting department. A total of seven staff members from the telecommunication guest accounting department are considered as they are well aware of how information technology is framing their business.
The research instrument used for data collection process is a questionnaire. A well-structured questionnaire is, used for conducting the interview with the staff members. A telephonic interview is held; this is so because it saves time of travelling and is also economic in nature. The interview has ten structured questions so that the objective of addressing research questions is done. The interview questions are open-ended; however, the participants are advised to take a short duration of time so that less time is consumed for obtaining the relevant results. Before conducting the interview, the participants are already informed about the interview procedure and the key objective of the same and the consent is also obtained. It is also communicated to the participants that at any time they can opt to not answer the question and they are also provided with a consent form in which they are informed that the privacy is maintained throughout the interview process and none of the personal information is leaked. They are also confirmed that the data is used for the purpose of research work only.
Sampling is a process of statistical procedure that is associated with the process of selection of individual operations. It is a process that is incorporated to make statistical inferences. Sampling is a process of selecting the subset from the population. It is incorporated to estimate the characteristics of a whole population (Terry, Hayfield, Clarke & Braun, 2017). It is employed in researches so as to collect the data in a steadier manner and also due to budget and time constraints. The sampling technique used for conducting the interview is convenience sampling. It helps in the collection of different types of data involving intensive and exhaustive data. The reason behind adopting this sampling technique is that it helps in gaining accurate results in a short duration of time and is also helpful in allowing the researcher to obtain the results within the comfort zone.
2.2 Data Analysis
Data analysis is the process of inspecting, transforming and modelling the data. The major motive behind performing the data analysis is to discover useful information from it. It is incorporated in businesses in order to support the decision-making process (Terry, Hayfield, Clarke & Braun, 2017). It aids in inferring a conclusion from the data gathered in the data collection process. Since the data collected through the interview is qualitative in nature, hence, thematic analysis is employed in this research project so as to analyse the data and extract the most relevant information to address research objectives. For analysing the qualitative data, it is essential that a methodological manner is employed for obtaining meaningful and useful results. Thematic analysis is the most suitable tactic as it assists in the process of systematizing, recording and disclosing the information and conducting an effective qualitative review of the data (Terry, Hayfield, Clarke & Braun, 2017). The key benefit of thematic analysis is that it provides a highly flexible approach which can be modified as per the requirement of the research and provides a detailed account of the data. As per the results obtained from the interview, the data can be sorted into the following major themes:
2.2.1 Influence of information technology on the hotel's business
The intercontinental Sydney has been witnessing an upsurge in its revenue as compared to the previous years. The overall Intercontinental Hotels Group has witnessed an increment by around 20 per cent in the year 2019 as compared to the previous year in terms of revenue (Pimentel, Aizezikali & Baker2019). Similarly, the Intercontinental Sydney has also witnessed an upsurge in the number of customers choosing the services because of the effective technological interventions. The use of information technology has also allowed the business to be recorded in the World Travel Awards. With its eminent and steady services, the business has also been able to be Australia’s leading Executive Club Lounge for the fifth consecutive year (McLaren Technologies, 2019). The telecommunication and auditing team has also recorded that there is heavy traffic in the bookings due to the premium offers and deals that the business is able to provide to the customers with the help of information technology and different internet-based platforms.
2.2.2 Role of information technology in hotel operations
The hotel's existing top and data systems and the ‘Nomadix Axis’ gateways are designed in such a way that the internet traffic is smooth and a seamless extension of the internet is provided to all the customers in the hotel (Santorini Dave, 2020). The managing director of McLaren technologies employed in the hotel has stated that the information technology has allowed the hotel in flexible billing options for catering to the different needs of the guests. Software developers and engineers also agree that the information technology has allowed gaining a better insight into the client preferences both in the room and services. The advanced approach to information technology infrastructure has also enabled in commanding the hostel facilities and using the McLaren HSIA Guest Portal for allowing the manager to get access to information about different processes in an easier custom.
2.2.3 Information technology in elevating customer satisfaction
The IGH Rewards Club enables new guests to enter their last name and room number for entering into the hotel and they can also confirm the validity through a lock-up query system (McLaren Technologies, 2019). Repeated visitation behaviour is demonstrated by the guests and they are highly satisfied with the technological advancements being employed in the hotel as most of the feedbacks that hotel receives are associated with the use of smart appliances, the automated solutions such as automatic temperature control, TV, blinds, lighting and alarms.
3. Discussions and Implications on Work Integrated Learning
3.1 Addressing Research Questions
The findings obtained through the analysis depict a strong alliance with the literature as it is clearly evident from the findings that information technology has positively influenced the operations of Intercontinental Hotel Sydney. The preliminary research question intends to identify the impact of information technology in on the hospitality business and the analysis suggests that the information technology has been helpful in elevating the revenue of the hotel and has also contributed to the hotel in winning Australia's leading Executive Club Lounge Award. Furthermore, the heavy traffic in the bookings is also an indicator of the positive influence of information technology on its business.
The second research question aims to determine the significance of information technology and its role in business operations and the analysis reveals that internet and information technology has allowed the Intercontinental Hotel Sydney in its flexible billing options for the preferences of different customers and also it has allowed in establishing a portal so that the manager can keep a close track of the operations. The third research question iterates around customer satisfaction. It is contingent from the analysis that the lock-up query system has allowed the customers to confirm the validity and has also instigated the repeated visitation behaviour as they appreciate the use of smart appliances, automated solutions and temperature control systems employed in the rooms which are a result of effective employment of information technology.
3.2 Implications for Practice
The results obtained through this research assessment can be easily applied to the wider hospitality sector as most of the hotels and the hospitality firms are similar in terms of their operations and are having the mission of providing the maximum comfort and quality services to the customers. It is clearly contingent from the assessment that the hospitality industry is growing and advancing in terms of binding information technology in its organisation procedures and the overall supply chain.
3.3 Limitations
Following are some of the key limitations of this research report:
- Since quantitative data is not used in the research, the data will not be statistically representative and is also grounded on the observation of the researcher; this may be a source of error.
- Convenience sampling tactic is employed in the deliberated research report and it may result in high chances of biases.
- Only a sample of size ten is considered, the sample chosen may not be representative of the population.
4. Concluding Remarks on Work Integrated Learning
This research report revolves around the role of information technology in guaranteeing smooth operations of Intercontinental Hotel Sydney. The report’s major objective is to analyse the degree to which information technology has impacted the hotel’s business and the overall hospitality industry. It can be inferred from the report that information technology has coupled with the hospitality industry in terms of improving the business performance, business operations and customer satisfaction. The consideration of Intercontinental Hotel Sydney further specifies the role of information technology in terms of better integration, improved online booking, flexibility in billing options, effective lock-up query system, repeated visitation behaviour by guests and automated functions.
5. References for Work Integrated Learning
Abdul-Muhmin, A.G. (2012) CRM technology use and implementation benefits in an emerging market. Journal of Database Marketing and Customer Strategy Management, 19 (2), pp.82–97.
Ahmad, T., Jawabreh, O.A., Afeef, M. (abdel muhsen)Irsheid Al & Almomani, A. (2012) Impact of Customer Relationship Management of Hotel (A Case study Umaid Bhwan). Asian Journal of Finance & Accounting, 4 (1), pp.118–131.
Al-Maslam, S. & Alhaddad, A.A. (2016) The Effects of Social Media Marketing in the Hotel Industry: Conceptual Model for Development of an Effective Online Community. International Journal of Business and Management Invention , 5 (7), pp.1–12.
Cascio, W.F. & Montealegre, R. (2016) How Technology Is Changing Work and Organizations. Annual Review of Organizational Psychology and Organizational Behavior, 3 (1), pp.349–375.
Manhas, P.S. & Tukamushaba, E.K. (2015) Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, pp.77–87.
McLaren Technologies. (2019). McLaren Technologies Completes High Speed Internet Access Project at the InterContinental Sydney Hotel. Retrieved from: https://www.mclarenint.com/internet-access-for-the-intercontinental-sydney/
Pham, L., Williamson, S., Lane, P., Limbu, Y., Nguyen, P. T. H., & Coomer, T. (2020). Technology readiness and purchase intention: role of perceived value and online satisfaction in the context of luxury hotels. International Journal of Management and Decision Making, 19(1), 91-117.
Pimentel, V., Aizezikali, A., & Baker, T. (2019). Hotel revenue management: Benefits of simultaneous overbooking and allocation problem formulation in price optimization. Computers & Industrial Engineering, 137, 106073.
Santorini Dave. (2020). Sydney Intercontinental Hotel. Retrieved from: https://santorinidave.com/sydney-intercontinental-hotel
Spencer, A. J., & Chevers, D. A. (2018). Meeting and Exceeding Guest Expectations: The Influencing Role of Technology in Bahamian Hotels. Journal of Tourism Challenges and Trends, 11, 9-30.
Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2018). Social media analytics–Challenges in topic discovery, data collection, and data preparation. International journal of information management, 39, 156-168.
Terry, G., Hayfield, N., Clarke, V., & Braun, V. (2017). Thematic analysis. The Sage handbook of qualitative research in psychology, 17-37.
Torres, E.N., Adler, H., Behnke, C., Miao, L. & Lehto, X. (2015) The Use of Consumer-Generated Feedback in the Hotel Industry: Current Practices and Their Effects on Quality. International Journal of Hospitality and Tourism Administration, 16 (3), pp.224–250.
Verma, M. & Verma, K. (2017) Social Media a Promotional Tool: Hotel Industry. Journal Of Advances In Humanities, 5 (1), pp.221–223.
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