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ESSAY WRITING

Student Name: Taha zulfiqar

Module: Academic and Professional Sills
Assessment Title: Essay Writing
Module Leader: Sir Hassan Ali khan
Submit To: Sir Hassan Ali khan
Word Count: 2355

Table of contents
                
         1.1   ………   Purpose   …………………………………………....
         1.2   ………   Introduction of Digitalization/hospitality/hospitality
Industry ……….
         1.3   ……… Digitalization in hospitality industry …………
         1.4   ………  Digital trends of hospitality industry ………………
         1.5   ………  Positive aspects of digitalization   …………………………
         1.6   ……… Why digitalize …………………………………
         1.7   ………   Conclusion   …………………………………………
1.8   ………   References    …………………………………………
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Purpose:
The main purpose to write this essay was to give clear
perception of the topic to the reader and to have a clear
understanding of the topic

1.0Introduction of Digitalization:
In the last few decades, globalization has become more than just a technological
lead to different prospects such as better flexibility, redesign and innovation for
each invention, but also introduced various encounters such as swift technical
change, expansion difficulty and flexibility of client’s likings. “Digitization (i.e., the
process of converting analogue data into digital data sets) is a digital
framework, defined as the exploitation of digital opportunities. Digital
transformation is then defined as the process that is used to restructure
economies, institutions and society on a system level” (Brennen and Kreis, 2016;
Unruh and Kiron, 2017). These developments could begin new types of
participation between organizations and the alteration of associations with clients
and representatives. On account of these new technologies in the market,
establishments can make progress as far as encountering improved asset usage,
limited use of expenses, expanded representative usefulness and work
proficiency, streamlined stock chains, expanded client dependability and
commitment.
Introduction of hospitality:
The word hospitality is derived from the Latin word known as hospes which
means guest or traveller. hospitality is about the power of entertaining visitors. an
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industry of continuous change where technology and innovation are integrated to

improve the outcome of visitors.
1.1 Introduction to hospitality industry:
The hospitality industry is a vast field which includes the following services:
 Boarding and lodging
 Services of food and beverage
 Event planning
 Travel and tourism
It also includes hotels, restaurants, tourism agencies and theme parks.

2.0 Digitalization in hospitality industry

The hospitality industry is one of the emerging forces of global economy in recent
times, the recent induction of innovative advancements in the industry has
influenced the hospitality industry to provide better services to its guests. Digital
transformation of the hotel is the use and integration of various technologies in
all parts of the hotel for example, the transformation of the hotel's operations
and processes in order to enhance the guest experience. Digital transformation is
about the operational and cultural changes you provide to your hotel.
“Digitalization has been identified as one of the major trends changing society
and business in the near- and long-term future” (Tihinen & Kääriäinen, 2016).
Digitalization changes the business model dramatically in the procedure of fresh
contributions such as (goods, facilities, or resolution packages in the method of
cloud computing or predictive preservation) drive variations in BM. As a sum of
donations, e.g., solutions and packages of solutions, expansion, client associations
are strengthened. Relations turn into long-term partnerships to meet client needs
and wants. This involves high-tech development events, in particular software
expansion. Therefore, skills in physical cyber systems or analytical data
information processing are necessary and requires changes in staff qualifications.
If creators do not have these capitals, they need to progress a companion system
in order find yourself outside.
3.0 Use of digitalization/artificial intelligence in hospitality industry
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High-tech improvements will be vital for work in the future in terms of hospitality
business. Artificial intelligence is something that can enhance your ability to
perform better and to make sure that your guest is satisfied in terms of hospitality
industry. As an overall standard, an innovation is frequently applied at two levels:
 At the administrative and functioning level.
 Intended to provide better facilities to clients.
Visitor arranged innovative progressions are normally positioned to upgrade the
fulfilment of visitors, just as the exhibition and usefulness of lodging staff. In the
lodging the accommodations are acquainted all together to more pleasant and
more protected environment to guests residing in a hotel. Guests can decide what
type of beverages they want in their room just before checking in the hotel room,
what kind of music they want to hear all with the help of artificial intelligence. In
this essay we’re about to explore some of the modern technologies used in the
welcome business, and how they can enhance the visitor experience.
3.1 Digital trends in hospitality industry
Now we’ll shed some light on the top trends in hospitality industry in terms of
digitalization and artificial intelligence.
 KEYLESS ENTRY
The days of losing a card to enter your hotel rooms have disappeared, in recent
times the smartphones of guests are used as a key card to check in/out of their
rooms. This innovation is being used by many world-renowned hotels such as
Hilton Hotels, Marriott, Hyatt and Inter-Continental group of hotels.
 MIRROR T. V’S
Visualise looking at the TV in the mirror of your hotel room. The concept of using
mirrors as televisions would be another milestone in terms of applying Artificial
Intelligence in the hospitality industry. Imagine using mirror to watch movies or
having a video chat with someone you love all by using a mirror of your hotel
room.
 SMART ROOMS
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Initially variety of rooms in Wynn Las Vegas uses the ability to voice the “Amazon
Echo”. At the moment, Hilton launched their beta version to test their first hotel
room named as “Connected Room”, where guests can customize different options
of their rooms such as lighting, temperature of the room and placement of
curtains.
 DIGITAL CONCIERGE
In a number of hotels, visitors easily communicate their requirements via
smartphones by contacting the hotel staff. Visualise requesting for extra towels or
getting out of the room to order anything. There are a few reasons why you might
want to familiarize yourself with this type of concierge: programmed messages,
save valued time of guests and supervisor’s, SMS messages instantly resolve
visitor complaints and SMS store data from each message sent or received by the
visitor.
 MOBILE TECHNOLOGY
As we see artificial intelligence permeates almost every part of our lives, and
hotels should realize that almost every visitor who enrols in a hotel, inn or a
restaurant has a smartphone in their hands. Many hotels use social media as an
instrument to simplify the hotel's guest registration process, especially with a site-
based sign-in request.
 MOBILE APPLICATIONS
Mobile applications in hotels redefine what guests do, because the service is
highly valued in the hospitality industry, the need for dialogue, cooperation and
desirability is crucial. The usage of mobile applications in hotels has increased
dramatically in recent years, and more hotels are looking forward for the use of
smartphone applications. For example; Virgin Hotels has created "The Know" - a
special program intended to create a unique feeling. By filling out the online
survey, guests can select what they want in their room and customize their room
options using a mobile application.
 CHATBOTS
A tangible variation in digital innovation keeping in mind the hospitality industry is
expected in near future. When it first came into the market in 2016 by Facebook
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and Slack, it became obvious that chatting would be a significant part of the
upcoming hotel operations. Another variable that the chatbots can provide is that
it they are available at any time be it be day or night and questions can be asked,
which are being respond in no time.
 GUEST-FACING SYSTEMS
Guest-facing systems consists of portable applications, point of sale (POS)
terminals, hand-held devices and laptops etc. Guest-facing systems influence the
visitor experience in diverse ways. Guest-facing structures accommodates guests
with location-based services which is an emerging service linked to guest
satisfaction. A number of hotels in 2016 assigned resources for location-based
technology, guest-facing schemes enabled with location-based technology offer
on-property and off-property visitor facilities like virtual tours, endorsements of
local events and attractions, as well as proposals for feasting and recreational
possibilities.
4.0 Positive aspects of digitalization/artificial intelligence in hospitality industry
Digitalization and artificial intelligence can be adopted into the hospitality
industry in a number of ways. Some of the main aspects of the industry are as
follows:
 Guests’ convenience
Nowadays visitors want the hotel experience to be more convenient and as swift
as possible. Most of the hospitality related places allow you to register in online,
in many high-end restaurants you can order and pay your bills via using
technology.
 Improved communication
Artificial intelligence can play a vital role in fulfilling the communication gap
between the associate and the guest keeping in mind that the hospitality industry
is a global industry where nationals from every continent interact with each
other.
 Provision of better services to guests
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A great guest experience motivates the guest to come again and again and one
mishap can bar the guest for entire life. Artificial intelligence or digitalization can
offer its services to improve the services being provided to the guests in the
hospitality sector.
 Internet of things (IoT)
IoT stands for internet of things. IoT has revolutionized how organizations manage
their tasks and completely change the sense of how different businesses fulfill
their roles.
4.1 Challenges in terms of applying artificial intelligence in the industry
In this section, we have a tendency to establish three major challenges related to
a good IoT execution within the welcome skill. These encounters need to be
compelled by the new technical set-ups being accepted by HSP to endure steady
growth.
 Security and privacy
Guest-facing systems and point-of-sale terminals are the most affected
structures in hotels to security raids. These programs should ensure that Guest
transactions are secure and confidential by enforcing strict security procedures
to avoid information outflows. Initial security items should also be added to
the hotel system for additional security keeping in mind the devices used by
guests inside or outside the hotel. A safe the hotel network prevents
cybercriminals from breaching the visitor data and attacking the personal
guest devices linked to the system, it also avoids drudges from resetting IoT
systems in the hotel for annoying purposes.

 Data management
The scrutiny of visitor information is an important half of the cordial reception
provision chain. With the overview of recent machineries and repair podiums
within the cordial reception business, information capacity is absolute to cultivate
reasonably. Personalization of invitee expertise pays considerably to extend in
information capacity. As customized facilities become the standard in hospitality
business, HSP should treat their guests as distinctive people and preserve correct
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and up-to-date archives of their likings and actions. HSP will gather visitor
information through guest-facing systems still as particular visitor devices
connected to the edifice system. The Back of the House administration
arrangements in hotels should be capable of appropriately handling the flow of
extensive variability of guest information from extensive variability of
foundations.
 Responsiveness
The HSP must ensure the immediate approval of visitors' requirements and the
swift delivery of facilities to visitors. This can be attained by using technology to
communicate between visitors and HSP by pressing guest interactions on host
systems and using automatic management of IoT sensors / devices, HSP can
eradicate the necessity for anthropological communication and interference
when hosting guests. These schemes leave very little space for poor
communication and misperception when explaining guest requirements. These
schemes can also easily process visitor requirements as soon as possible than any
other devoted hotel staff. This greatly enhances the response to visitor demands
besides it improves the guests' unique experience. Responsiveness is additionally
important for a hotel’s upbringing.
5.0 Why digitalize?
Many accept that with regards to the friendliness business that there isn't a great
deal of ways of being inventive. In any case, since our lives become more
centered around advanced innovations, the change is influencing all enterprises,
including the hospitality sector. It desires to be rewarded that digitalization is a
phase towards bigger revolution than the Internet. However, advanced
development is key for the upbringing of the hospitality business as well as in the
travel and tourism market for the tourist's consideration.
In general, hospitality needs to use technological advancements in order to
control their guest, to be more competitive and to reduce the threat of sales. To
meet the need of digital communication with providers, partners and partners in
addition to visitors.
6.0 Conclusion
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The rapid improvement and use of artificial intelligence is now becoming an

integral part of the society. Hotels are adopting new technologies in their
operations to enhance the service provided to their guests. There are pros and
cons of everything as we are talking about digitalization and use of artificial
intelligence in the hospitality sector well in the last, change is for better.

7.0 References
 Hutson, M. (2017). Artificial intelligence just made guessing your
password a whole lot easier. Science.

 Mo Kwon, J., Bae, J., & Blum, S. (2013). Mobile applications in the
hospitality industry. Journal Of Hospitality And Tourism Technology, 4(1),
81-92.

 Lee, W., & Cheng, C. (2018). Less is more: A new insight for measuring
service quality of green hotels. International Journal Of Hospitality
Management, 68, 32-40.

 Hsiao, T., Chuang, C., & Huang, L. (2018). The contents, determinants, and
strategic procedure for implementing suitable green activities in star
hotels. International Journal of Hospitality Management, 69, 1-13.

 Cobanoglu, C., Berezina, K., Kasavana, M., & Erdem, M. (2011). The
Impact of Technology Amenities on Hotel Guest Overall Satisfaction.
Journal Of Quality Assurance in Hospitality & Tourism, 12(4), 272-288.

 Munir, A., Kansakar, P., & Khan, S. (2017). IFCIoT: Integrated Fog Cloud
IoT: A novel architectural paradigm for the future Internet of Things. IEEE
Consumer Electronics Magazine, 6(3), 74-82

 Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V., 1993. A Dynamic
Process Model of Service Quality: From Expectations to Behavioural
Intentions. Journal of Marketing Research, 30(1), pp.7-27.
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 Tsaur, S. and Lin, Y., 2004. Promoting service quality in tourist hotels: the
role of HRM practices and service behaviour. Tourism Management,
25(4), pp.471-481.

 Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V., 1993. A Dynamic
Process Model of Service Quality: From Expectations to Behavioral
Intentions. Journal of Marketing Research, 30(1), pp.7-27.