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Hospitality industry -- Information technology
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Case Study
Artificial intelligence is transforming hospitality by introducing “digital workers”—AI agents managed like human employees. While this approach promises greater efficiency and accountability, it raises concerns about job displacement, workplace competition, and the practical challenges of integrating AI into traditional organizational structures and departmental roles.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Information technology Hotel management Artificial intelligence
- Resource Type:
- Case Study
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Case Study
The Peninsula’s SOTI MobiControl IoT system lets guests control in-room functions via tablets, personalizing experiences and enabling targeted upselling. However, while enhancing convenience and loyalty, concerns arise over privacy due to data collection without consent and vulnerability to cyber-attacks, as many IoT devices lack default encryption, risking guest information security.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Information technology Data protection Internet of things Computer security
- Resource Type:
- Case Study
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Case Study
Marriott introduced VR experiences like the #GetTeleported campaign and VRoom Service to enhance guest engagement, but discontinued them after limited use. In contrast, Shangri-La Hotels continues to invest in VR, offering ongoing VR rentals, immersive 360° property videos, and dedicated VR rooms, demonstrating a long-term commitment to virtual reality innovation.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Information technology Virtual reality Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Best Western Hotels utilizes Virtual Reality (VR) for immersive staff training and guest experiences, offering 360-degree property previews online. VR enhances service quality and guest engagement. However, it involves high initial investment, ongoing maintenance costs, and limited availability of VR content due to resource-intensive production requirements.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Information technology Virtual reality Hotel management Hotels -- Employees -- Training of
- Resource Type:
- Case Study
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Case Study
Shangri-La Group’s blockchain-based loyalty program, Shangri-La Circle, uses tokenization to securely manage customer rewards and bookings, reducing reliance on third-party sites and enhancing transparency. While blockchain boosts trust and data security, challenges include costly integration with legacy hotel systems and ongoing concerns about privacy and compliance with data protection regulations.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotel management Hospitality industry -- Information technology Blockchains (Databases) Customer loyalty programs
- Resource Type:
- Case Study
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Case Study
FlyZoo Hotel, as the first “Future Hotel” of Alibaba Group, integrates AI throughout its operations, featuring facial recognition check-in, in-room AI voice assistants, and service robots for concierge and room service. While these innovations enhance efficiency and personalization, challenges include high costs, limited human interaction, and the need for ongoing staff training and technological upgrades.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotel management Hospitality industry -- Information technology Artificial intelligence
- Resource Type:
- Case Study
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Case Study
The H World app, developed by H World Group, offers an all-in-one digital platform for hotel guests, featuring 17 services from booking to post-check-out rewards. While it enhances customer experience and loyalty through integrated services and the H Rewards program, similar offerings by competitors limit its competitive advantage.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotel management Hospitality industry -- Information technology Hospitality industry -- Customer services
- Resource Type:
- Case Study
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Case Study
Marriott Bonvoy unified Marriott’s loyalty programs and introduced a self-check-in app to enhance guest experience and efficiency. The app allows flexible check-in times and supports upselling opportunities. However, integration with hotel systems and reduced personal interaction present challenges, particularly for guests less comfortable with technology and data security concerns.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotel management Hospitality industry -- Information technology Customer loyalty Customer loyalty programs
- Resource Type:
- Case Study