MKT4218: NEW PRODUCT AND INNOVATION

Table of Content
1. Introduction of Genting Malaysia..3
2. Introduction of Techno Hotel.4
3. Methodology..5
4. Analysis and Data...6
4.1 General Question......6
4.2 Tech Features...8
4.3 General Hotel Related Features..11
5. The Validate Customers Top of Mind..12
6. Technologies which involved in the Hotels Design (WOW Factors)
... 13 - 17
7. Action Plans.18
8. Design of the Genting Techno Hotel19 - 22
9. Recommendation and Findings23 - 26
10. Appendix...27 - 32
11. References.....30 - 35

Introduction of Genting Malaysia

Resort World Sdn Bhd is a private company limited by shares, founded on 7 th May
1980. It converted into a public company in the year of 1989, changed the name into
Resort World Bhd, name was changed again in the year of 2009 from Resort World
Bhd into Genting Malaysia Bhd (Co. no. 58019-U). Genting involves in relaxation
and hospitality industries which including theme parks, hotels, seaside resorts,
gaming, and other entertainment for over decades. A number of 3.7 million members
have signed up for its Genting Rewards Card Loyalty Programme. Genting has served
about 20 million guests per year and it has become the foremost travel destination of
selection in Malaysia (Genting, 2016).
The mission of Genting is they are committed towards providing the most delightful
and memorable experiences to our customers. Genting is also aiming to generate
sustainable growth and profits, and to consistently enhance our stakeholders value
(Genting, 2014).
The vision of Genting is to be the leading integrated resort operator in the world
(Genting, 2014).

Concept of techno hotel

Individuals and tourists expectations and mindset change from time to time. As people
pay more attention to technology, all companies are now focus to produce the best
technology related product to attract customers. This includes hotels. More hotels are
now moving toward tech-savvy features to be installed. These tech features are
created for personal engagement of the customers to the hotel. Supposedly, these
features are also being included to make the customers stay better and pleasing.
According to a study done, HTs 2016 Lodging, 54% of the hotels will be spending
more of their budget on technology as it is their number one priority. The areas that
will be focused to add the tech features are the payment security, guest room tech,
bandwidth and mobile engagement.
Also, there are three main things that every tech hotel should have in order to increase
the customers satisfaction and also the attractiveness of the hotel. The five things are;

Social Media

In order for a hotel to be a tech-savvy hotel, they must have social medias to make
the booking and staying processes better and easier for the customers. Also, they
could update customers on new features or promotions that they are having.
Examples of social medias to be used are Facebook and Twitter.

Hotel App

Hotels could create an app for the customers to use when they are staying in the
respective hotel. The app could be used for every facility that the hotel offers such
as room service and spa. Moreover, this app could also be connected to the
customers room and they could control everything with one device.

Gadgets

As tech-savvy hotels deal with technology, gadgets must be included and installed
in each room to make it interesting for every customer.
In conclusion, the concept of tech hotel is to include and install tech features for better
experience for the customers. Also, to increase the customers satisfactions during
their stay.

Methodology
For a week, a questionnaire was sent out to various social medias. Overall, the aim of
the questionnaire is to acquire peoples thoughts and opinions on Techno Hotel. To
maximize the response rate, these steps were taken:

Draft of the questionnaire was sent out to lecturer to be checked and

approved.

On the first day of the distribution on the questionnaire, a reminder message

was sent out on the various social medias.

The respondents were asked to answer the questionnaire politely.

A thank you message was sent after each completed questionnaire to each
respondent.

From the feedback report, the percentage and figures of the respondents have been
recorded. There were 58 people who responded to the questionnaire.

Data and Analysis

Question 1: What is your age?
Age

Number of participants

Percentage

18-24

52

89.7%

29-39

5.2%

40-49

1.7%

50-59

3.4%

60 and above

0%

Data Analysis: Based on the result, majority of the respondents (89.7%) are aged in
between 18 to 24.
Question 2: Which race/ethnicity best describes you?
Races

Number of participants

Percentage

Malay

13

22.4%

Chinese

38

65.5%

India

3.4%

Others

8.6%

Data Analysis: 65.5% of the respondents are Chinese while only 2 respondents are
Indian.
Question 3: What is your gender
Gender

Number of participants

Percentage

Female

42

72.4%

Male

16

27.6%

Data Analysis: 42 out of 58 respondents (72.4%) are female while remaining (27.6%)
is male.

Question 4: What is total income each month?

Total income each month

Number of participants

Percentage

None

19

32.76%

RM1 -RM500

10

17.24%

RM501 RM1000

1.74%

RM1001 - RM1500

10

17.24%

RM1501 - RM2000

11

18.97%

RM2001 - RM2500

6.96%

RM2501 and above

1.72%

Data Analysis: Most of the respondents do not have a stable income each month with
32.76%, however there is an equal percentage of income between RM501 to RM1000
and RM1001 to RM1500 with 17.24%.
Question 5: Tech features services
Tech Feature 1: Replacing manpower with robots
Strongly agree

Agree

Neutral

Disagree

Strongly
Disagree

24

16

Data Analysis: 24 respondents agreed on replacing manpower with robots; while 2

strongly disagreed.

Tech Feature 2: Heat-detecting sensor to detect occupancy of the room

Strongly agree

Agree

Neutral

Disagree

Strongly
Disagree

16

28

11

Data Analysis: 28 respondents agreed to install this feature however 1 disagreed.

Tech feature 3: Smart mirror (displaying news, notifications, etc.)
Strongly agree

Agree

Neutral

Disagree

Strongly
Disagree

22

31

Data Analysis: 37.9% of the respondents agreed while only 1.7% disagreed.
7

Question 6: Consumer preference tech services

Service 1: Wireless charging
Yes

No

Maybe

Not sure

45

Data Analysis: 45 respondents voted foe yes for wireless charging. There is 5 no
votes.
Service 2: Keyless entry
Yes

No

Maybe

Not sure

41

Data Analysis: There is 41 yesses for this tech feature and 8 nos.
Service 3: Sensor motion lighting
Yes

No

Maybe

Not sure

26

13

17

Data Analysis: Majority voted for yes for and 2 voted for not sure.
Service 4: All-in-on device for hotel amenities
Yes

No

Maybe

Not sure

36

14

Data Analysis: 62% of the respondents agreed on this feature while 1.7% is not sure.

Service 5: RFID light

Yes

No

Maybe

Not sure

27

11

14

Data Analysis: RFID lights received 27 votes for yes and 6 votes for not sure.
Service 6: Smart appliances
Yes

No

Maybe

Not sure

39

Data Analysis: 39 respondents voted yes for smart appliances and 1 for maybe.
Question 7: How much would you expect to pay for a room at a Techno Hotel per
night?
Price

Number of participants

Percentage

RM500 RM800

41

70.7%

RM800 - RM1100

11

19%

RM1101 RM1300

6.9%

RM1301 RM1500

1.7%

RM1500 and above

1.7%

Data Analysis: 70.7% of the respondents expect to pay RM500 to RM800 for tech
hotel per night while RM1301 to RM1500 and RM1500 and above received same
percentage of 1.7%.
Question 8: Do you think design plays an important role for a tech hotel?Not really
important (1) Extremely important (5)
Ranking

Number

of 2

16

19

18

5.2%

27.6%

32.8%

31%

participants
Percentages

3.4%

Data Analysis: 19 respondents think that design plays an important role while only 2
did not.
Question

9:

Please

rate

your

expected

cleanliness

of

tech

hotel?

Fair (1) Outstanding (5)

Ranking

Number

of 2

16

11

26

5.2%

27.6%

19%

44.8%

participants
Percentages

3.4%

Data Analysis: 44.8% of the respondents think that cleanliness should be outstanding
while 3.4% do not.

Feature

Number

Percentage

Robotic

15.5%

CCTV

7%

Other

45

77.5%

10

Question 10: Other features would like to see in the tech hotel by consumer
Feature

Number

Percentage

Robotic

15.5%

CCTV

7%

Other

45

77.5%

Feature

Number

Percentage

Robotic

15.5%

CCTV

7%

Other

45

77.5%

Data Analysis: 15.5% of the respondents would like robotic features to be used
entirely in the hotel. While 7% would like CCTVs to be implemented.
Question 11: Other service to be included in a tech hotel
Feature

Number

Percentage

Fast WI-FI

7%

Food service

10.3%

Other

48

82.7%

Data Analysis: The two common services that respondents gave were fast wifi service
and food service.

11

Identify and validate customers top of mind

Pre: Guests usually have doubts on whether the hotel facilities would be delivered as
promised. In general, guests expect cleanliness, comfort, room appearance and quality
of hotel services to be the best. However, guests would expect more from a tech hotel.
They might pay more attention on the features that are offered for them in the hotel.
The booking process might also be affected by the tech features a hotel has. For an
example, a businessman would likely stay in a tech hotel that has a smart mirror
feature as he can save time by getting ready and view his activities and notifications at
the same time.
During: Convenience is the number one priority that guests expect when using the
tech features. Some guests would have limited knowledge on how to function the tech
features and find it hard for them to fully utilize it. Thus, a clear instruction on how
the tech features should be used should be given to the guests to avoid any
dissatisfaction and mistakes.
Past: The experience of staying in a tech room is very important to the guests. Guests
would spread good words to others if their experience is top-notch and this will help
increase the hotels reputation.

12

WOW factors
1. De-stress pillow
Nowadays, people from all walks of life face stress that could adversely affect
their sleeping quality. In order to relieve stress for the customers, pillow with
extraordinary feature that is able to improve sleeping quality and help to de-stress
(dreampadsleep.com, 2016) Dreampad can be found in the market, which produce
music through vibration. Through its mobile app, is allows the user to connect
their smart phone or electronic device to Dreampad to play song without
disturbing others while sleeping.

13

2. Laundry folding machine

Robotic clothes folding can help to wash and fold clothes at the same time. Hence,
this machine is easier for customers as it can help people to save time. It will fold
clothes neatly with treatment (foldimate.com, 2016) In specific; all shirts will be
folded in the same size and without any wrinkles. The treatment includes
perfuming, softening and treating.

14

3. Smart lighting
Smart lighting system will on and off lights in room, accordingly. The brightness
of the lights will change according to the time and lifestyle of customers. With the
help of sensors, this lighting system can detect whether the light needs to be
darker or brighter (loxone.com, 2016) For example, the light will be only 30% of
brightness before sleeping time. Moreover, if guests want the light to be brighter,
he or she can just clap her or his hands and the light will automatic become
brighter.

15

4. Tech bed
Bed is a crucial element to attract guests to stay in a hotel. Classy canopy bed with
advance technology could help to improve the satisfaction of customers. HiCan is
a type of canopy bed with TV, media center, build-in stereo speaker, and game
console and of course light control to create different atmosphere (ganzomag.com,
2016). It could be a bed guests would spend time in not just for sleeping but to
entertain as well.

16

5. Interaction wall
Interaction wall is a concept that combined interior design with technology
(flightphase.com, 2016). MotionMagix Interactive Wall uses motion tracking
technology and could be installed in the hotel lobby as it has a lot of potential in
providing information such as the hotel map and hotel facilities. Plus, it could also
display the guests birthdays or any special events to make the guests feel
appreciated.

17

Action Plans
Gadgets of CrockFords Hotel
CrockFords could provide check in with provided iPad or smart phone in order to
differentiate the hotel from competitors. In the hotel rooms, a tablet could be used to
connect to the hotels tech features, which allow the guests to turn on and off the
lights, control the room temperature and more.
Services of CrockFords Hotel
CrockFords could differentiate the hotel from competitors with self-check-in of selfserve technology as the replacement for personally consumer service. Key is no
longer needed to open the room doors. It decreases the risk of without permission
copy ending up in hand of other people who arent hotel employee or customer.
Electric numeric lock would save business cost of supersede lock and re-keys existing
lock any time and other people leave CrockFords.
Processes of CrockFords Hotel
Online booking system could also be used. It allows the guests to book hotel rooms
other than during the business hours.
Social media is important in hospitality industry, specifically given that Facebook is
the famous website for the check-ins and review of many restaurants or hotels.
CrockFords could sign up an official page for the hotel in order to make
announcement of promotion and news.
Mobile and web app of CrockFords Hotel
CrockFords could create a mobile app in order to differentiate the hotel with
competitors which offers lots of users with services like room(s) reservation, viewing
Genting amusement park guide, and providing information about special offer(s) or
event(s) during their visits. It is convenient and easy to connect to the hotel as people
tend to spend more time with their mobile phone.

18

Design of techno hotel

Check in with an easier way (Tharler, 2013)

Other than the traditional way of hotel check in at the front desk, CrockFords could
offer guests to check in with an iPad. Besides, CrockFords may set up a specific kiosk
that allows guests to select and upgrade room, and get the RFID key for their rooms.
Other than check in through the kiosks, CrockFords could also offer guests to check
in online, 24 hours prior to their visits to the hotel. A confirmation barcode will be
sent to the guests through emails. Guests could collect their keys by just scanning the
barcodes sent to their emails upon arriving.

19

Remotely control everything in the hotel room (Tharler, 2013)

CrockFords could provide the guests to enjoy the satisfaction by greeting them with
light, which turn on automatically when they step into their rooms, the curtains
parting, and also the TV, which is turn on, and display the guests their control options
throughout the rooms. In order to control those gadgets in the rooms, CrockFords
could provide a unique remote provided to the guests, or CrockFords could make an
interactive touch display in a convenient location in the room, it allows the guests to
operate the lights, air conditioning, motorized curtains, and also those other
technological gadgets in being set in the room. The guests can also have a wake-up
alarm set up, maintain the room temperature as their wishes, music playing, light
intensity, and also maintain the curtain position. Aria Hotel in Las Vegas, USA is
providing the guests all the features stated above (Jet, 2013).
CrockFords

20

Room-service Robot

Robots have been garnering the interest of the public (Mogg, 2016). These robots use
Wi-Fi and there are 3D cameras, which attached on it that helps them to get the
accurate direction (Macdonald, 2016). They could call the lift wirelessly, and will
automatically alert the guests when they arrive. CrockFords CrockFords CrockFords
could include robot as one of the technology gadget that would be provided to the
guests. Room-service robot is also one of the most wanted to see technology they
would like to experience in CrockFords, it would increase in visit of the guests as the
hotel can provide what the guests wanted.

21

Wireless charger

Nowadays, people are obsessing with smart phones and tablets. We tend to spend
most of our time on phones and tablets for Internet surfing, connect to worldwide
news and trends. It is getting vital that to ensure these phones and tablets are having
sufficient battery. As it, many companies have come out with a wireless charging
portal, which allows the customers to charge their phones and tablets without having a
cable. It is vital for CrockFords to adapt this technology, as nowadays people are
being crazy for mobile gadgets.

22

Recommendations
Wireless charging
82.7% of the respondents agreed to have a wireless charging feature to be installed in
each room. Wireless charging allows customers to charge their gadgets without
having a cable with them. This feature received a lot of votes as they are hustle free
and it is convenient to customers. It helps them to stay charged and connected at all
times.

CrockFords could implement this feature with putting a Choetech Iron Stand Wireless
Charger in each room. This device cost RM127.50. Furthermore, this feature is easy
to be installed by the CrockFords as they are affordable and does not require any
installation cost. Thus, we would highly recommend CrockFords to implement this
feature to attract customers to stay at their hotel.
Keyless entry
Globally, there are few hotels that have already using the keyless entry feature. One of
the hotels is Marriott Hotel. 70.69% of the respondents would like to use this feature
in CrockFords Hotel. Thus, it is very much importang for CrockFords to implement
this as the percentage that was received from the survey for this feature is more than
50%.

23

Upon arriving, customers will be given a QR code to be scanned onto their room door.
Not only that, the customers will also be given an option of saving their thumbprint
into the system. Thumbprint will be a lot easier for the customers as they do not need
their phones to enter the room. Thus, making it hustle free and easy for them to enter
the room.
Next, from the report, it is recommended for CroockFords Hotel to target people from
the age of 18 to 24, as they are more aware of tech hotel and its features. Also, the
price range per night should not be over than RM800 as their level of income is as
low as RM500.
In conclusion, these are the features that we would like CrockFords to implement as
they received the most vote from the respondents. However, CrockFords is
encouraged to implement other features, which have been introduced in this project
also in order to achieve its mission and vision for this tech hotel.

24

Findings
1. Replacing men power with robot.
From the questionnaire, we found that majority of the respondents agreed on
replacing men power with robots. However, there are two respondents who do not
agree on replacing men power with robots. There may be various reasons to the
disagreement. Firstly, robots do not have the same qualities that humans do. Not only
that, by replacing men power with robots, people are in danger of losing their jobs.
Refer to figure 4.
2. Heat-detecting sensor to detect occupancy of room.
Only 16 out of 58 respondents agreed on installing heat-detecting sensor to detect
occupancy of the room, refer to figure 4. There may be few safety concerns from the
respondents of this feature. As theft does common to happen in hotels, respondents
might not want to put themselves in danger of others know that the room is occupied.
3. Smart mirror
Smart mirror is a mirror that will be sync to the guests gadgets. It will show social
media notifications, the weather, news and so much more. This feature attracted most
of the respondents as only 1 respondent disagreed; refer to figure 4. This can be
concluded with 91.3% of the respondents strongly agreed and agreed to this feature to
be installed in each room.
4. Wireless charging
We found that 77.6% of the respondents have agreed for wireless charging to be
installed in each room; refer to figure 5. As majority of the respondents are from the
age of 18 to 24, they use gadgets more than other age groups. Thus, this may affect on
the result of this tech feature to be higher than other tech features.
5. Keyless entrance
41 respondents agreed on keyless entrance to be installed; refer to figure 5. Keyless
entrance is attractive to the guests as it is different and new. Also, this method may be
that convenient in comparison to the traditional way of entering a hotel room as the
guests do not need to keep room keys with them at all times and have the possibility
of losing it.

25

6. Design of the room

As shown in figure 7, 32.8% out of the respondents agreed that design plays an
important role for a tech hotel. Only 3.4% think that design is not really important for
a tech hotel. This shows that most respondents would like the tech hotel to have a nice
design to go with its tech features. Refer to figure 7.
7. Cleanliness
It was concluded that almost half of the respondents with 44.8% agreed that
cleanliness should be prioritized for a tech hotel; refer to figure 8. Only 2 respondents
did not think that cleanliness matters for a tech hotel out of the 58 respondents.
8. Safety features
From figure 9, most of the respondents answered by suggesting that CTCV and
emergency doors to be installed near by each room. This will provide a higher
security measures in the tech hotel. Furthermore, there were also respondents who
would like to have robotic and men power to protect the hotel at all times.
9. Hotel services
In figure 10, respondents interest of services that should be provided in the tech hotel
was asked in the questionnaire. Most of the respondents responded to the question
agreeing to an excellent food service and a high speed WIFI connection at all times.

26

Appendix

Figure 1

Figure 2

Figure 3

27

Figure 4

Figure 5

Figure 6

28

Figure 7

Figure 8

Figure 9

29

Figure 10

Easier way of check-in Hyatt Regency Chicago

Hyatt Regency Chicago is currently practicing on this tactic which guests are satisfied
on it (Tim, 2014). The Hyatt Regency Chicago offers check-in via a lobby ambassador
holding a special iPad. Guests can also use a nearby kiosk to select a room, inquire
about an upgrade, and obtain an RFID key. A RFID key is a kind of card key with an
extravagant chip attached in it, which makes it demagnetized, allows the guests to
save them those annoying calls or trips back to the front desk (drj113, 2010). These
are the latest card key with a fancy chip inside, so it cant become demagnetized,
saving you those frustrating calls/trips back to the front desk.

Remotely control everything in hotel room Aria Hotel in Las Vegas, USA
Rooms at Aria allow guests to control everything (curtains, lights, temperature, TV)
from either the TV remote or the control center next to the bed. There was also a
goodnight button next to the bed that would turn off all the lights and the TV and
close the curtains. With the TV remote, guests could turn on or off any lights
(including those in the bathroom) and adjust the room temperature. The TV even had
an alarm clock that would let guests wake-up the way they desired. They could choose
what TV channel to wake up to, or which lights to turn on and which curtains to open.
The TV also had a channel with Las Vegas Airports Departures and Arrivals Board.
Robotic room service delivery Relay

30

In USA, there is a trend, which a room-service robot named Relay is now wowing the
hotel guests to such a degree, to the point that they're requesting stuff just to have an
experience with the self-governing aide. There are 12 hotels in the US which are
having a Relay operating. Relay works when the guests call and ask for things, for
example, toothbrush, towel, or even coffee, the hotel employees will just need to place
all the needed items inside Relays enclosed compartment which located at the top of
it, tap in the room number, and then hit GO. Relay uses Wi-Fi and there are 3D
cameras attached on it, which helps it to get the accurate direction (Macdonald, 2016).
It could call the lift wirelessly, and will automatically alert the guests when it arrives.

Wireless charging Caliburger ChargeSpots wireless charging

Caliburger in the US has come out with a ChargeSpots wireless charging technology,
which helps their customers to stay, charged and connected. The customers could use
the charging dock, which is attached on the dinning table to charge their smart phones
or electronic device wirelessly.

Wireless charging - NH Hotels Madrid Eurobuilding in Spain

31

There are few rooms, which are providing the guests wireless charging along with
other high tech facilities. Those rooms are called Living Labs (Shu, 2015). It is vital
for CrockFords to adapt this technology, as nowadays people are being crazy for
mobile gadgets.

32

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