Hospitality and Tourism Case Studies

PolyU OER Collections

This collection offers over 200 hospitality and tourism case studies covering marketing, human resources, and technology. Many include suggested discussion questions, making them easy for educators to adopt in class and encourage meaningful discussion. This resource is perfect for educators seeking practical, adaptable materials to enrich teaching and bridge the gap between theory and industry practice.

Works (263)

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  • Case Study 
    ["Empowering Visually Impaired Guests: A Case of Hilton"]

    Empowering Visually Impaired Guests: A Case of Hilton

    Traveling can be challenging for people with disabilities, especially those who are blind or have low vision. To improve accessibility, Hilton has partnered with Be My Eyes, a free app connecting visually impaired users to sighted volunteers and trained Hilton staff via live video and AI assistance. Guests can use the app to receive real-time guidance for navigating hotel facilities and using in-room amenities. While this partnership enhances inclusivity, challenges remain: the service depends on reliable internet, some older guests may struggle with the technology, and some users may feel hesitant to seek help, limiting the app’s effectiveness.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Self-help devices for people with disabilities Hotel management Hotels -- Barrier-free design People with visual disabilities -- Travel
    Resource Type:
    Case Study
     
  • Case Study 
    ["Navigating Climate Change and Extreme Weather: A Case of Walt Disney World"]

    Navigating Climate Change and Extreme Weather: A Case of Walt Disney World

    In October 2024, Hurricane Milton forced Walt Disney World to close its theme parks and Disney Springs for 1.5 days, resulting in a 4% drop in annual attendance and a US$125 million profit loss. As climate change increases extreme weather events, Disney’s response—keeping most hotels open, informing guests via its app, offering discounts, and relying on dedicated staff—demonstrated effective crisis management. Investments in resilient infrastructure, like reinforced power lines and steel rides, further enhance preparedness. However, challenges remain, including the need for more indoor attractions and flexible ticket policies. Ultimately, theme parks must adopt broader sustainability initiatives to address climate risks.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Walt Disney World (Fla.) Climatic extremes Crisis management Amusement parks -- Florida
    Resource Type:
    Case Study
     
  • Case Study 
    ["Human vs. Machine: The Air Canada Chatbot Lawsuit and Its Implications for AI in Customer Service"]

    Human vs. Machine: The Air Canada Chatbot Lawsuit and Its Implications for AI in Customer Service

    Over the past decade, service industries have adopted AI chatbots to improve customer service, but reliability concerns remain. In 2022, Air Canada’s chatbot incorrectly promised Jake Moffatt a bereavement fare refund, which was later denied, leading to a court case. The British Columbia Civil Resolution Tribunal ruled Air Canada liable, ordering compensation to Moffatt. This case highlights that companies are responsible for information provided by their chatbots and must ensure accuracy. While chatbots handle basic inquiries well, their effectiveness drops with complex issues. Travellers are advised to consult human agents for nuanced or sensitive matters until chatbot reliability improves.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Airlines -- Customer services Chatbots -- Reliability Artificial intelligence
    Resource Type:
    Case Study
     
  • Case Study 
    ["Improving Sports Tourism with Technology"]

    Improving Sports Tourism with Technology

    Sports tourism is rapidly expanding, boosted by technological advancements that enhance fan engagement and the live event experience. Mobile apps like Formula 1’s Race Guide help fans navigate venues and explore local attractions, while augmented reality (AR) overlays real-time stats and offers interactive features at stadiums. Virtual reality (VR) platforms, such as Apple Vision Pro’s NBA 3D Tabletop View, allow remote fans to experience games immersively. However, challenges remain: smaller events may lack resources for such technology, investing in tech for one-off events may not be cost-effective, and increased VR viewership could reduce physical attendance, impacting local economic benefits.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Sports tourism -- Technological innovations Sports tourism
    Resource Type:
    Case Study
     
  • Case Study 
    ["Tourism in Antarctica: Opportunities and Environmental Concerns"]

    Tourism in Antarctica: Opportunities and Environmental Concerns

    Antarctica, once visited mainly by scientists, is now a popular tourist destination, with visits tripling from 44,000 in 2017 to over 120,000 in 2024. Social media has fueled curiosity and demand, leading cruise companies and travel agents to offer diverse experiences, from adventure sports to wellness tours. The International Association of Antarctica Tour Operators (IAATO) promotes safe, environmentally responsible travel, setting strict guidelines to protect the fragile ecosystem. However, environmentalists warn that rising tourism risks turning Antarctica into a playground, with concerns over dangerous tourist behavior, vandalism, and cruise ship emissions darkening snow and harming the environment.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Tourism -- Polar regions Tourism -- Environmental aspects -- Polar regions
    Resource Type:
    Case Study
     
  • Case Study 
    ["Brunch over Lunch: A Review of British Airways’ Cost-cutting Measures"]

    Brunch over Lunch: A Review of British Airways’ Cost-cutting Measures

    British Airways (BA), the UK’s flag carrier, has faced criticism for inconsistent service, intensified by recent cost-cutting measures. In 2024, BA replaced lunch with a smaller brunch menu for business and first-class passengers on certain long-haul flights, sparking debate about declining service quality. Reports indicate flight attendants are discouraged from apologizing for reduced amenities, and economy meals are assembled on tight budgets. While these measures have improved BA’s financial performance, they risk alienating high-paying and loyal customers, especially as offer-order technology fails to fully capture passenger preferences. Concerns persist that further cost-cutting could erode BA’s premium brand reputation.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Airlines -- Customer services Airlines -- Management British Airways Airlines -- Cost of operation
    Resource Type:
    Case Study
     
  • Case Study 
    ["Voice-ordering Technology: A Case of McDonald’s AI Drive-thru"]

    Voice-ordering Technology: A Case of McDonald’s AI Drive-thru

    In an effort to reduce labor costs, McDonald’s invested in AI-driven voice ordering for drive-thru service, starting with the acquisition of Apprente in 2019 and later partnering with IBM. Despite initial benefits and expanded trials at 100 US locations, the technology struggled with accuracy, accent interpretation, and integration with existing systems. Viral videos of incorrect orders and billing errors led to widespread criticism, prompting McDonald’s to shut down its AI drive-thru operations and end its partnership with IBM. However, McDonald’s remains optimistic about the future of voice ordering and will continue exploring automated solutions for drive-thru service.

    Subjects:
    Food and Beverage
    Keywords:
    McDonald's Corporation Fast food restaurants -- Management Drive-in restaurants -- Technological innovations Artificial intelligence
    Resource Type:
    Case Study
     
  • Case Study 
    ["In-Flight Safety Reassessed: The Fallout from Singapore Airlines' Turbulence Policy"]

    In-Flight Safety Reassessed: The Fallout from Singapore Airlines' Turbulence Policy

    After a fatal turbulence incident in May 2024, Singapore Airlines suspended meal service during turbulence to prioritize safety. However, this policy created challenges for cabin crew, who struggled to serve meals with limited time, especially on short flights with frequent turbulence. Industry experts questioned the policy’s effectiveness, noting turbulence is unpredictable and difficult to anticipate. Passengers, often unaware of safety priorities, expressed frustration over disrupted service. Due to negative feedback and operational difficulties, SIA reversed the policy in August 2024, restoring the decision to suspend or continue in-flight service to pilots’ discretion.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Singapore Airlines Turbulence Airlines -- Customer services Aeronautics -- Safety measures Airlines -- Management
    Resource Type:
    Case Study
     
  • Case Study 
    ["Japan’s Whale Food Culture: A Culinary Heritage at a Crossroads"]

    Japan’s Whale Food Culture: A Culinary Heritage at a Crossroads

    Whale meat, once a major protein source in Japan, now holds mainly cultural significance, especially in traditional whaling regions. Despite declining domestic demand—from 233,000 tonnes in 1962 to under 3,000 tonnes today—the Japanese government continues to support commercial whaling, even adding fin whales to the catch list and subsidizing the industry. Efforts to boost consumption include serving whale meat in schools, exhibitions, and vending machines, and promoting it to tourists as cultural heritage. However, Japan faces strong international criticism for violating IWC regulations, and struggles to increase domestic demand, making global promotion even more challenging.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Whaling -- Japan Tourism -- Japan Whaling -- Government policy -- Japan
    Resource Type:
    Case Study
     
  • Case Study 
    ["Transforming Airline Distribution with Offer and Order Management"]

    Transforming Airline Distribution with Offer and Order Management

    The airline industry is shifting from traditional Global Distribution Systems (GDSs) to IATA’s New Distribution Capability (NDC) and Offer and Order Management (OOM), enabling airlines to create, distribute, and fulfill travel offers directly. OOM uses APIs for real-time communication, allowing airlines to control inventory, personalize offers, and adopt dynamic pricing, maximizing revenue and enhancing customer choice with rich content. However, implementing OOM is complex, requiring IT and business process transformation. Airlines face challenges coordinating departments, sourcing talent, and integrating legacy GDSs with NDC. Resistance from travel agents invested in GDSs also complicates adoption, making seamless integration essential.

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Airlines -- Rates Airlines -- Customer services Electronic commerce Aeronautics Commercial -- Passenger traffic
    Resource Type:
    Case Study