Hospitality Management Marketing Communications

Question: Discuss about the Hospitality Management for Marketing Communications. Answer: Introduction: With the advancement in the technology, there has been a change observed in the expectations of clients and the mode of conduct of business in the hospitality industry. According to Resource (2016), the new and innovative technological application has brought about changes in the infrastructure, employee recruitment and management and mainly in the guest service policies. In this post, the several technological tools implemented in order to upgrade the guest service and the cons will be discussed (eri et al., 2014). The Crowne Plaza hotel which has adopted the use of a robot named Dash for enhancement of its business and expansion globally. The 3-feet tall with 100 pounds Dash has been designed to function as a human being and has the ability to navigate independently. The main purpose of the use of such a robot is to attract the guest and reduce manpower ("IHG tests delivery robot at Crowne Plaza San Jose-Silicon Valley - eHotelier", 2015). In the latest version, Dash has features of autonomous delivery such as docking, improved autonomy. In a hotel like the Crowne Plaza hotel with 300 rooms, this technology can be useful for specific and rapid guest service. But the application of such tools can affect the employment of the human resource since in such a case guest service agents and Concierge night be eliminated opined by Resource (2016). However, there exist certain issues with the use of this technological tool such as technological fault. Therefore, human resource is important in the overa ll supervision of the hospitality management (Law Leung Au, 2013). The Hilton Worldwide hotel from 2016 introduced the Hilton HHonors app for the loyalty programs members to provide them with the world class experience of easy access technology. The Hilton HHonors app provides the opportunity to the loyalty members to access to all the rooms of the hotel (Resource, 2016). The application also has other benefits such as choice of the room during booking, request of amenities through the smart phones of the guest and also access to Wi-Fi. As stated by Resource (2016), human resource can be hampered especially the employment of the front line members, and the guides and doorkeepers can face a challenge in maintaining the quality. This technology might be misused by the hackers which can lead to significantly hamper the organizations privacy (Verma Stock McCarthy, 2012). The Manhattan Courtyard has focused on the elevation of the hospital business by implantation of technology that can be beneficial for the guests as well as the employees in the reduction of the workload. The hotel industry has also involved the access to Marriott Rewards points (Samuely, 2016). The main focus of the hotels is to provide a hassle-free experience to the customers. With the introduction of the mobile check-in and check-out application, the friction experienced by the clients in the long queue has reduced. It, reduces the effort of booking and confirmation and reduces the guest entry formalities (Popescu Popescu, 2016). The in-room concierge provides the opportunity to reduce the time consumed by human resource for completion of any job involving amenities service and others (eri et al., 2014). In the future, it can be predicted that such technology not only will minimize the delivery of amenities but also will be able to provide information using softwares (Verma Stock McCarthy, 2012). The creation of the Apple Watch and Google Glass aided in providing information related to hotel reservation and weather reports. Such an application allowed the employees to save money, time and eliminate the forth coming problems linked with guest service ("3 ways guest experience will change through technology in 2015 - eHotelier", 2015). Although the advancement in the technology can be beneficial for the hospital industry, there also exist certain issues with the adaptation of the advanced technological tools and gadgets. First of all the process of adaptation of such new techniques are slow in terms of the hospital industry (eri et al., 2014). Secondly, it can be assured that the job of the employees will be at stake due to less demand of human resource. Thirdly, the use of applications on smart phones for data processing and access to the hotels might get hacked by the hackers. References: 3 ways guest experience will change through technology in 2015 - eHotelier. (2015). eHotelier. Retrieved 21 September 2016, from https://ehotelier.com/insights/2015/01/28/3-ways-guest-experience-will-change-through-technology-in-2015/ IHG tests delivery robot at Crowne Plaza San Jose-Silicon Valley - eHotelier. (2015). eHotelier. Retrieved 21 September 2016, from https://ehotelier.com/global/2015/08/13/ihg-tests-delivery-robot-at-crowne-plaza-san-jose-silicon-valley/ Law, R., Leung, D., Au, N. (2013). Progress and development of information technology in the hospitality industry evidence from Cornell Hospitality Quarterly.Cornell Hospitality Quarterly,54(1), 10-24. Popescu, A., Popescu, D. (2016). Hashtag Progress: The Digital Fingerprint of Web 2.0 on Tourism and Hospitality Industry ManagementA Case Study for Romania. InEntrepreneurship, Business and Economics-Vol. 1(pp. 555-564). Springer International Publishing. Resource, H. (2016). Hilton Launches Digital Key. Hotelnewsresource.com. Retrieved 21 September 2016, from https://www.hotelnewsresource.com/article85012.html Samuely, A. (2016). Manhattan Courtyard drives hotel stays with mobile check-in app - Mobile Commerce Daily - Applications. Mobilecommercedaily.com. Retrieved 21 September 2016, from https://www.mobilecommercedaily.com/manhattan-courtyard-drives-hotel-stays-with-mobile-check-in-app eri, M., Gil-Saura, I., Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry.International Journal of Hospitality Management,39, 144-156. Verma, R., Stock, D., McCarthy, L. (2012). Customer preferences for online, social media, and mobile innovations in the hospitality industry.Cornell Hospitality Quarterly, 1938965512445161.