Intercontinental Hotels Group’s Digital Transformation Strategy = Chiếc Lược Chuyển Đổi Số Của Tập Đoàn Khách Sạn Intercontinental (Intercontinental Hotels Group).Pdf

In the era of technology, applying new technologies and digital transformation to successfully prevent epidemics and promote customer convenience is recognized as the inevitable way to o

Research rationale

Nowadays, there is a lot of discussion about digital transformation, about what businesses need to do in the digital era and the crucial role of data in improving competition, breakthrough and efficiency in business These days, digital transformation is an unavoidable tendency in development The use of digital technology to change processes is what this means, rethinking how to organize and use data and processes

Amidst the global uncertainties ushered in by the COVID-19 pandemic, digital transformation emerged as an imperative The ensuing economic downturn has particularly impacted the hospitality sector, underscoring the urgent need for digitalization in this industry.

It is the main reason why digital transformation in the hospitality industry is driving strongly, and taking digital transformation to the next level In the past, I worked for

Intercontinental Hotel’s Group (IHG), one of the leading hospitality groups IHG has informed that creating digital advantage is a priority

There are many questions and problems in digital transformation that enterprises care about such as: How to develop the capacity of each individual to serve the company's development? How are internal processes measured and continuously improved? How to maximize profits by increasing revenue and reducing operating costs?

The hospitality industry is one of the industries most affected by fluctuations in the current context, and digital transformation is one of the methods being applied with the hope of solving these challenges Vietnam's hospitality industry is a promising area with significant potential for the nation's development The National Digital Transformation Program, with a 2030 goal, has been approved by the government through 2025 In response to the pandemic, the hospitality industry must keep implementing digital transformation and apply more technology to boost tourism “In

2023, the tourism sector expects to receive 110 million visitors, of which eight million are foreigners, a figure higher than the 3.5 million last year.” (The Hanoi Times, 2023)

Based on Gregory Vial (2021, p 54), digital transformation involves the innovative use of digital technology and leveraging strategic resources to improve the

2 company and redefine stakeholder value The components where the digital transformation will take place, the extent of the transformation, the tools, and the transformation's result are the four main areas of focus for this process

According to the Vietnam Investment Review (2022), operations in the hospitality industry need to adjust this year to deal with the effects of the pandemic In the era of technology, applying new technologies and digital transformation to successfully prevent epidemics and promote customer convenience is recognized as the inevitable way to overcome challenges to achieve a breakthrough

Digital transformation has become essential for Vietnamese hotels amidst the pandemic, enabling them to maintain competitiveness and profitability By embracing technologies such as social media, mobile, analytics, cloud, and IoT, businesses can innovate and adapt their operations However, successful digital transformation requires a focus on people and processes in addition to technology The COVID-19 outbreak has accelerated digital transformation globally, necessitating businesses to adjust their models Hotels have particularly adopted digital tools, including mobile apps for bookings and services, and staff have shifted from on-site to online and home-based support Despite its importance, digital transformation strategies for the hospitality industry in Vietnam remain understudied.

Therefore, this research of digital transformation strategy and its application in the context of Vietnam will have practical significance to point out the most important contents applied in practice and policy formulation

Review of previous researches

The literature contains many definitions of “digital transformation”, but none of them have come to a consensus on four basic elements The definition of “digital transformation” is mentioned in the articles of Jay Anthony (2022), CIHMS OFFICIAL (2021) and Gizem Tas (2023) The process of digitizing all industries or business operations in Vietnam Tourism (2022) is referred to as "digital transformation." Digital transformation is the process of digitizing all business operations or industries In CiHMS (2021), the process of using digital technology to improve the way corporate operations are now carried out - replacing manuals with digital procedures - is known as "digital transformation." In Hanoi Times (2023), a hotel's digital transformation involves integrating technology into current processes Vietnam Tourism (2022) has not discussed the process of digital transformation to modify the way that hotels are now conducted by replacing manual processes with digital ones, and the definition of “digital transformation” has been changed in CiHMS (2021) Hanoi Times (2023) states that digital transformation is broad, and there are various methods for bringing about this change It is more conceptually expanded in Hanoi Times (2023), which Vietnam Tourism (2022) and CiHMS (2021) do not mention enough

The concept of digital transformation has been listed in the studies of Boston Hospitality Review (2021) including mobile integration, optimizing daily operations with IoT and maximizing customer experience This study does not mention how service robots have become more commonplace in hospitality CIHMS (2021) discussed the importance and influence of robots in hotels It also analyzes the rise in virtual reality applications over the past few years as well as the value of enhancing customer experience with augmented reality, which are not discussed in the [4]

The article of ResearchGate (2018) determined the digital revolution is taking the hospitality industry by storm, with 2023 set to be a pivotal year in this transformational journey The primary driver of this digital transformation is the customer experience According to Voxel (2022), we can see that the main challenge is that hotels must select digitization processes to become more efficient and facilitate more interactions with

4 customers, making customer experience more seamless Kitija, and Kitija (2023) also pointed out customer experience is among the top four difficulties facing the hotel industry in 2023, along with sustainability, growing hospitality technology, shifting customer demands and markets, and growing operating expenses.

There are studies related to digital transformation strategy including

"Transformational Strategies for the Hospitality Industry: A Case Study of Hilton Worldwide" by A Kasavana and M Brooks (2012), Insights (2022), Pelham, M (2023) have provided the focus areas to set a digital strategy The study of A Kasavana and M Brooks (2012) identifies the key elements of Hilton's transformational strategy, including innovation, customer-centric approach, and technology adoption, and highlights the role of leadership and organizational culture in driving successful transformation The study of Insights (2022) does not mention about customer-centric approach, the role of leadership and organizational culture, but emphasizes the contactless technologies, machine learning, tailored services with smart rooms and IOT have been increasing initially as a measure of security during the outbreak and presently as a component of a larger digital transformation plan The study of Pelham, M (2023) also discusses these, expanding the content about labor Especially post-pandemic, the hospitality industry is facing acute labor shortages This study analyzes how digital transformation affects staffing the hospitality industry, as customers are increasingly using mobile technologies for interaction-free service options

- Limitations in existing studies on digital transformation in hospitality provide an opportunity for further research.- This study focuses on mobile apps, data analytics, and cloud computing for enhancing hotel operations, guest personalization, and business performance.- Emerging technologies such as online check-in/out, self-service kiosks, and AI are gaining prominence in the industry.- The study also explores the development of a digital transformation strategy tailored to the hospitality sector, particularly within InterContinental Hotels Group (IHG).

5 convenient experience for the guests, ultimately leading to increased revenue and improved customers' satisfaction because these contents in the studies have not been clarified There are not many researches that discusses the digital transformation strategy, even for big groups such as IHG The challenges of digital transformation of hospitality including data management, integration, cybersecurity and staff training are going to be discussed in detail as well in my research Hotels should be adaptable in the face of rapid technological change, and to keep innovating with new technologies to stay competitive.

Research objectives

This research aims to achieve the following objectives:

1 To provide a comprehensive understanding of the term "digital transformation" within the context of the hospitality industry

2 To underscore the significance of a well-defined digital transformation strategy as a key determinant of success in the hospitality industry's digital transformation efforts

3 To propose a strategy designed to assist major hotel conglomerates, such as IHG, in initiating and expediting their digital transformation endeavors

In addition, the objective of this research is towards management, helping enterprises perform management in digital transformation.

Research methodology

In this research, the analysis method is based on data collected from interviews and financial reports of the business

To collect primary data, a survey in the form of interviews and observations will be conducted A list of questions will be used to investigate the experiences or opinions of travelers This questionnaire will be sent to 100 people in Holiday Inn & Suites Saigon Airport (an IHG Hotel) in Tan Binh District, Ho Chi Minh City, especially focusing on business customers who travel as individuals The number of customers in a month can be up to more than 1000, which is the ratio of people going on team building or business trips booked by the company For those going on as

6 leisure travelers, there are only 110 people Therefore, 100 respondents are reasonable Students are also in the 100 customer base that I sent this questionnaire to because the future trend will serve Gen Z That means Gen Z will be the target customer, and that is why there is a questionnaire about students.The purposes of my research include:

1 Do gender, age, occupation and income affect bookings via digital platforms?

2 Which digital platform is the most favorite application for travelers?

Secondary data will be collected through sources such as official annual reports, financial reports, business documents, libraries, thematic articles, magazines and academic research of the Institutes International, University, Big Tech.

Research scope

This research aims to analyze critical factors influencing the formulation of a digital transformation strategy for IHG in Vietnam Drawing from industry data collected between 2023 and 2028, the study will outline a comprehensive strategic plan for IHG's digital transformation over the next five years.

Research structure

My research includes five chapters: Introduction chapter which is about the rationale of the topic, research objectives, research methodology and research scope

Chapter 1 introduces the theoretical background on digital transformation; Chapter 2 presents digital transformation in the hospitality industry; Chapter 3 proposes digital transformation for IHG; and the Conclusion chapter includes conclusion, implications and limitations

THEORETICAL BACKGROUND ON DIGITAL

Digital trends

The fourth Industrial Revolution (4IR) has been making great changes to life, economy and society in Vietnam as well as around the world Above all the innovations, technology is the one that truly reflects the explosion of 4IR 4IR, which is being driven by disruptive trends including the rise of data and connectivity, analytics, human- machine interaction, and improvements in robotics, is the next stage in the digitization of the industrial sector According to McKinsey & Company (2022), “the Fourth Industrial Revolution (4IR) expands upon the discoveries made during the Third Industrial Revolution, which occurred between the 1950s and the early 2000s and gave rise to the Internet, computers, and other types of electronics” McKinsey & Company points out the potential of these innovations is expanded by 4IR with the aid of four core disruptive technology types:

1 Connectivity, data, and computational power: cloud technology, the Internet, blockchain, and sensors

2 Analytics and intelligence: advanced analytics, machine learning, and artificial intelligence

3 Human–machine interaction: virtual reality (VR) and augmented reality (AR), robotics and automation, autonomous guided vehicles

4 Advanced engineering: additive manufacturing (such as, 3-D printing), renewable energy, nanoparticles

4IR is characterized by quick advances across several industries Automation and wise decision-making are now possibly improved by AI and machine learning Many industries are undergoing a transformation because of automation and robotics, which also increase production Device connectivity provided by IoT makes data sharing and communication possible

4IR has the potential to facilitate the availability and transfer of goods and services for companies, customers, and stakeholders throughout the value chain Preliminary data indicates that effectively using 4IR technology reduces waste in manufacturing, boosts working hours and supply chain productivity, and provides numerous other benefits for customers, workers, and stakeholders

In regards to the difficulties posed by the pandemic, utilizing 4IR technology is also quite advantageous In reality, because of geographical distance and shifting customer needs, COVID-19 has accelerated the 4IR transition by forcing firms to adopt digitization and contactless operations In a McKinsey poll conducted six months into the epidemic, 94% of participants claimed that Industry 4.0 had kept their businesses operating, and 56% said that these technologies were essential to the crisis response

Industries in all areas are changing as a result of 4IR With networked systems and autonomous machines, smart factories are becoming more prevalent in manufacturing Technology is being used in healthcare for effective personalized medicine, telemedicine, and efficient diagnostics Intelligent infrastructure and autonomous cars are advancing the transportation industry Precision farming methods are being adopted by agriculture with the help of sensors and data analytics

The nature of labor is changing as a result of 4IR While opening up new opportunities in fields such as data analysis, software development, innovation, automation and AI may displace some work roles In order to adapt to the shifting employment market and stay relevant, reskilling and upskilling are essential

Massive volumes of data are being produced by 4IR Businesses, governments, and organizations may benefit greatly from the analysis and exploitation of this data

Making decisions based on data improves productivity, fosters creativity, and allows for more informed decisions

The digital economy has emerged as a result of the growing digital transformation of many different industries and sectors To boost competitiveness, innovation, and productivity, it involves integrating digital technologies into corporate operations, procedures, and consumer interactions The digital economy refers to the economic system driven by digital technologies and the internet Industries such as agriculture, retail, and banking are being transformed by technology The billions of daily online interactions that occur between individuals, companies, devices, data, and processes define the digital economy Hyperconnectivity, or the increasing interconnectivity of individuals, companies, and machines as a result of the Internet, mobile technologies, and IoT, is the foundation of the digital economy (Deloitte Malta, 2022) The emergence of the digital economy is upending conventional ideas about how companies operate, collaborate, and provide customers with access to goods, services, and information

More people are connecting to the global environment anytime, anyplace through smartphones, wearable devices, and other mobile Internet gadgets The digital economy allows millions of people worldwide to buy and sell goods and services According to

US economist and statistician Thomas Mesenbourg (2001), three components distinguish the digital economy from the regular economy:

- Infrastructure: Businesses have software, hardware and other technological resources, plus specialist human talent

- E-business: Computer applications, online tools and digital platforms help carry out business processes

- E-commerce: A familiar concept, e-commerce means the sale of goods and services online

A few key aspects of digital transformation are critical to the success of firms in the digital economy Firstly, people tend to work from different workplaces, such as their homes or local coffee shops, since the pandemic has made working remotely more

12 popular Despite the shift in work locations, people still want the same level of connectivity as they would in a conventional office environmentIn order to facilitate the implementation of next-generation digital business processes across several locations and time zones with success, enterprises need to manage a dynamic talent ecosystem Undoubtedly, the 2020 pandemic accelerated this transition in certain aspects and highlighted the necessity for enterprises to devise a more adaptable plan for the extended digital workforce enablement

Second, in the digital economy, customers want to interact with businesses in the most convenient way, whether they are business-to-business or business-to-consumer When interacting with brands, customers also want smooth, multichannel, direct, contextual, and personalized experiences It is now crucial to provide each customer with a unique and personalized experience from the time they visit a business's website until they complete a purchase

Third, IoT connects the physical and digital realms by collecting, evaluating, and interpreting data to predict demands and automate commercial processes As sensor prices continue to drop, the day is not far off when everything in the world can be connected to one another, including people, businesses, gadgets, and processes As the digital and physical realms converge, every asset moves into a digital realm where software reigns

In the realm of interconnected technology, IoT solutions empower businesses to scrutinize sensor data from tangible objects This data unveils previously concealed patterns and insights, driving informed decision-making and strategic actions Consequently, IoT empowers businesses to optimize operations, enhance customer experiences, and gain a competitive edge in the digital age Through real-time data analysis, IoT solutions provide businesses with a comprehensive understanding of their physical assets, enabling data-driven decisions and transformative improvements.

When a business can understand its inventory of digital and physical assets at any given time, it can operate with a precision that was previously unthinkable, opening the door to the ultimate lean corporation Any digital company that wants to stand out from the competition in the next two years must have this

Finally, a company can operate with a precision that was previously unfathomable when it can comprehend its inventory of physical and digital assets at any given time This opens the door to the ultimate lean organization This is a must-have

13 for every digital business hoping to differentiate itself in the next two years from the competition

1.1.3 Challenges of digital era for enterprises

In the digital age, businesses must take advantage of new opportunities and overcome challenges that require them to adapt to changing conditions and maximize the use of available technology

Basics of digital transformation

There are many definitions of “digital transformation” According to Deloitte, “digital transformation is all about becoming a digital enterprise—an organization that uses technology to continuously evolve all aspects of its business models (what it offers, how it interacts with customers and how it operates).” For enterprises, this entails continuously seeking out ways to improve the user experience Better on-demand training, data migration to cloud services, artificial intelligence use, and other strategies could help achieve this

According to IBM (2023), “digital transformation takes a customer-driven, digital- first approach to all aspects of a business, from its business models to customer experiences to processes and operations.” Even if many enterprises have implemented one-time fixes in response to a single competitive challenge or market shift, this has never been the purpose of a digital transformation There is a definition that works well in the majority of circumstances

It would be more accurate to conceptualize digital transformation as ongoing adaptation to a dynamic environment (MIT Sloan Management Review, 2017) Establishing a technological and operational foundation is the first step toward its goal of evolving and responding as skillfully as possible to market conditions, local or global events, and unpredictable and ever- changing customers' demands

According to Rice-Boshi, Maya (2023), there are some examples by industry that demonstrate what digital transformation is

Table 1.1: Examples demonstrate what digital transformation is

Hospitality Online check-in/check-out Using online check- in/check-out for guests to skip the in-person process

Healthcare Telehealth Covering telecare and telemedicine including remote doctor consultations, health education, and monitoring of vital signs (blood pressure, ECG)

Retail e-commerce stores H&M (clothing brand) encourages users to download the H&M's app where it can reach customers through in-app and push notifications that creates a new stream of revenue with its online store

Education Google Art and Culture Google Arts and Culture is an online platform of high- resolution images and videos of artworks and cultural artifacts from partner cultural organizations throughout the world

Due to the transformative power of the digital revolution, numerous aspects of business and everyday life have undergone significant changes compared to their pre-digital counterparts Consequently, we have become "digital inhabitants," immersed in the pervasive influence of technology that shapes our experiences and interactions.

Based on IT Transformation Vs Digital Transformation (Tech Group, 2021), the difference between the application of IT and digital transformation in an enterprise's production and business activities are in scope, goal, impact and implementation

Application of IT Digital transformation

Scope Focuses on enhancing particular areas through automation and technology solutions.

Transforms every aspect of the enterprise, from customer experience and business models to internal procedures and staff interactions.

Goal Optimizes current procedures while cutting costs and increasing efficiency within the current business model.

Builds a company that is more competitive, efficient, and focused on the needs of its customers by utilizing digital technology in a fundamental way.

Impact Improves operational performance and saves costs.

Stimulates innovation, redefines industries, and produces new value.

Implementation Primarily driven by the IT division, with an emphasis on network infrastructure, hardware, and software updates.

Requires a comprehensive strategy and major organizational transformation that includes staff training, leadership development, and culture.

Digital transformation reimagines whole processes, business models, and even organizational structures, whereas IT concentrates on automating specific functions It is all-encompassing, covering every facet of the company.

1.2.2 Main faces of digital transformation

Based on MIT Sloan Management Review (2017), there are three key areas of digital transformation for enterprises including customer experience, operational processes and business model as follow:

- Customer experience involves developing a deeper understanding of customers, utilizing technology to increase customer growth, and improving the number of client interactions

- By utilizing digitization and automation, providing staff with digital tools, and gathering data to track performance and make more strategic business decisions, operational processes are enhancing internal processes

- By introducing digital products, enhancing physical offerings with digital tools and services, and utilizing technology to deliver worldwide shared services, the business model is redefining the business

Figure 1.1: Key areas of digital transformation for enterprises

The COVID-19 pandemic in 2020 exposed every enterprises' efforts and advancements in digital transformation Manufacturers realized how efficiently and rapidly they could launch new items Retailers rushed to offer customers new and safer shopping options Employers embraced or developed technologies that allowed employees to work remotely Supply chains were the operational workflows that showed the most obvious flaws Supply chain disruptions lasting one month or more happen every 3.7 years, as explained by McKinsey Global Institute, indicating that they are constantly susceptible However, the United States unexpectedly imported roughly 50% less from significant trading partners immediately after the pandemic started Companies were compelled to restructure their supply chains in a matter of weeks or months which often took years or decades

Almost any digital technology can be incorporated into an enterprise's digital transformation plan Nevertheless, a number of technologies, including automation and artificial intelligence (AI), hybrid cloud, microservices, IoT, blockchain, and digitization, seem to be significant both today and in the near future

- The power of the human mind can be reproduced by a computer or machine thanks to AI technologies like machine learning AI learns from examples by recognizing objects, making decisions, and more When combined with automation, AI can bring intelligence and instantaneous decision-making to any workflow Advanced smart devices, highly customized user and customer experiences, enhanced supply chain management, change management, and other workflows are just a few of the things it might enable

- In a cloud-native architecture known as microservices, several applications are made up of loosely connected, independently deployable components Microservices act as a catalyst for digital disruption or as a tool to thwart it, in conjunction with Agile or DevOps approaches It allows businesses to roll out new software or product features every day, or occasionally hundreds or thousands of times

- A hybrid cloud is a cloud computing system that connects on-premises IT, public cloud, and private cloud resources via orchestration, administration, and

19 application mobility Hybrid cloud offers the agility, scalability, and resilience needed for long-term success in digital transformation by generating a single, flexible, ideal cloud for running every workload and preventing an enterprise from being locked into a single platform or provider

- IoT consists of devices and items with sensors that gather and send data online Digital technology meets physical reality with IoT devices Self-driving cars and supply chain logistics applications produce real-time data, which AI and big data analytics applications use to automate processes and make choices By using planning, management, and application mobility, a hybrid cloud combines on- premises IT, public cloud, and private cloud resources

- Information on paper is transformed into digital data through the process of digitization Although it might seem like an outdated technique, practically every industry and sector is undergoing a digital transition It serves as the cornerstone of fundamental reform programs in government, education, and healthcare (electronic medical records, or EMR)

90% of enterprises use the cloud for business (Chase, Chris 2023) As businesses change their data to the cloud, a sizable percentage of what is being done is to digitally replicate existing services True digital transformation, however, involves much more: a digital transformation may truly alter the company as a whole by developing a technological framework to convert these services and data into insightful knowledge that can improve nearly every area of a business The cost factor is a major motivator for digital transformation for many companies Operational costs are reduced when data is moved to a public, private, or hybrid cloud environment It reduces the cost of hardware and software while allowing team members to work on other tasks There are benefits that lead to the success of a modern business such as increasing customer satisfaction, driving data-based insights, or improving customer experience… These will be discussed in more detail in Chapter 2

Challenges may occur because a digital transformation strategy can involve a significant change, but with the proper attitude and direction, it is practical to overcome these obstacles

Basics of digital transformation strategy

According to Cambridge Dictionary, “strategy” is a detailed plan for achieving success in situations such as war, politics, business, industry, or sport Based on Harvard Business Review, “strategy: is the creation of a unique and valuable position, involving a different set of activities Within the framework of my research, I want to focus on the concept of strategy in business

Based on (Vauchel, Pierre, and Pierre Vauchel., 2022), a master plan for an enterprise is called a business strategy To accomplish its strategic objectives, a company's management creates and executes this plan A business plan is essentially a

21 long-term diagram that shows the intended strategic course for an enterprise The strategic long-term sketch must be made to accomplish its long-term goals Then, this corporate plan will serve as the main organizing principle for management Collaboration among several departments within an enterprise is encouraged, guaranteeing that the actions of each division align with the overall direction of the business A few essential processes are defining a vision, establishing goals, assessing the company and the industry, identifying the competitive edge, and creating a framework before developing a strategy

An enterprise may begin to struggle if its strategy is poorly defined because when personnel changes, the core of a business becomes less clear Enterprises may achieve short-term gains as a result, but this may come at the expense of their long-term survival

In some situations, this can cause enterprises to suffer the consequences of their own success

Influencing factors like declining sales, growing expenses, or more competition might make this situation worse In these situations, an enterprise will start to struggle Even while developing a business strategy is not very challenging, it requires time and attention As a leader, we should give our business plan top priority and make sure to set aside some time from our daily tasks to create our business roadmap The development of a company strategy does not guarantee the success of the company However, it does let us communicate with the staff about the vision and objectives of the company Additionally, if done properly, it instills a single goal of success across a whole company If times are rough, we are able to know that our staff is aware of the company's strategic vision and may work harder to realize it rather than focusing just on putting out fires

To establish a successful enterprise, companies must define clear goals during the inception phase For effective strategy formulation, accurate data, organizational alignment, and a robust evaluation process are essential By comprehending strategy formulation, organizations empower their teams to align their efforts and drive progress towards shared objectives.

(2023), the process of determining the best course of action to achieve organizational goals and objectives and, consequently, the organization's vision is known as strategy formulation Creating strategies is necessary for establishing objectives and assessing their feasibility After creating plans, a company frequently provides training to its staff so they may understand the mission of the company as well as the objectives of the work environment

As explained by Indeed Editorial Team (2023), in business, there are three levels of strategy Developing a plan for every one of these stages could help the group organize its work and simplify its procedures It may also help the company plan for the future and choose the best course of action for scaling up operations in response to changing market conditions There are the three levels of strategy formulation:

- Corporate level: Structure the organization and coordinate across business units

- Business level: Target and retain customers and compete with other organizations in the market

- Functional level: Plan to grow and improve the organization

There are six steps to perform strategy formulation First, develop a strategic mission A core statement that defines the company's values and long-term goals is called a strategic mission Consider the actions the companies would like to see their employees take on a daily basis as they consider their company values A strategic mission helps direct initiatives by providing a high-level comprehension of a company's goals and philosophy The three major components of a strategic mission are time, core values and business description

- Time: Think about the company's goals for the next one, five, and ten years Some of the components of a strategic purpose that can be determined with the use of a long-term perspective include its target market, consumers, and challenges

Long-term vision is crucial for defining a company's strategic purpose, which guides the identification of target markets, customer needs, and key issues for the next three, five, and ten years By considering the company's objectives over an extended timeframe, it becomes possible to establish a vision that remains consistent with the company's core values and aligns with its long-term goals.

- Business description: Giving a description of the company's activities and goals might also support its strategic mission Take into account the business's sector,

23 the goods or services it plans to offer, and the methods of distribution it plans to employ

A crucial component of any strategic plan is establishing the company's long-term goals These objectives act as specific and attainable targets that guide teams towards fulfilling the strategic mission and optimizing operations By clearly defining the objectives, companies can establish efficient processes and procedures that align with their business goals and contribute to the overall success of the organization.

Third, creating department plans We can analyze our objectives and create a strategy for each department, team, or company unit This makes it easier to assign tasks to employees so they can accomplish company objectives and raise key performance indicators At this point, we can either set concrete goals that we can work toward or numerical targets that we can aim towards

Fourth, carry out a performance evaluation Performance analysis includes identifying and evaluating the performance gap between actual performance and anticipated or planned performance The business needs to critically evaluate its past results, present situation, and ideal future state This critical review establishes the extent of the disconnect between the company's long-term objectives and its current state of affairs The company endeavors to forecast its probable future state, presuming the perpetuation of present trends A SWOT analysis is a typical analysis method that can be used:

Enterprises can make future goals and critically evaluate current operations with the analysis of a SWOT analysis This application can help identify risks, put management practices and rules into place, cut down on errors, and create accurate sales projections The companies may put proactive measures in place to help stay resilient with the aid of a successful SWOT analysis

DIGITAL TRANSFORMATION IN HOSPITALITY INDUSTRY

Overview of digital transformation in the hospitality industry

2.1.1 Concept of digital transformation in the hospitality industry

The definition of “digital transformation” mentioned in the previous chapter In the hospitality industry, the concept of digital transformation in the hospitality industry is used to describe how the hospitality sector is experiencing a transition that refers to the adoption and integration of new digital tools, methods, and strategies Digital transformation describes the integration of technology into a hotel's current activities The procedure radically changes how a hotel operates and serves customers That is a big idea, and there are different ways to accomplish a digital transformation (Tas, Gizem., 2021) This concept relates to my research’s topic which is IHG’s digital transformation strategy It involves utilizing technological innovations to optimize operations, improve customer experiences, increase revenue, and maintain competitiveness in a quickly changing digital landscape The essential concepts of digital transformation in the hospitality industry including customer- centric approach, technology adoption, streamlined operations, data-driven insights, enhanced marketing and distribution, sustainability and highlights the role of leadership and organizational culture

Every hotel has its own digital transformation needs For example, there are hotels that want to focus on potential groups of guests who do not want to have contact with the staff Instead, they want to quickly enter their room In this case, the front desk robots can speed up and simplify their entry Or people just need their phones to check in They can choose their rooms from the floor plans on the app 24 hours before arrival, deciding the cleaning services they want, and getting a mobile key When they arrive, they can check in as soon as they can at the hotel without having to speak to anyone

Covid-19 has speeded up the digital transformation of the hospitality industry, forcing many hospitality practitioners to adopt digital technologies It is time for the hospitality industry to embrace this transition since the impact of digital transformation on the sector is greater than ever

“General digital transformation” is the process of applying digital technology to all aspects of an enterprise such as production, sales, marketing, sales, and customer care.The difference between “general digital transformation” and “digital transformation in the hospitality industry” is in the specific aspects in which digital technology is applied In the hospitality industry, digital technology is mainly applied to customer-related activities to improve service quality and customer experience

General digital transformation is adopting digital technologies to improve business performance It can involve using new technologies to automate tasks, streamline processes, and create new products and services

Digital transformation in the hotel industry is the specific application of digital technologies to improve the guest experience, increase revenue, and reduce costs for hotels It can involve using technologies such as mobile apps, cloud computing, and artificial intelligence to create a more seamless and personalized guest experience For example, Hilton Hotels uses data analytics to optimize room rates in real time, or Accor Hotels uses AR to allow customers to preview their room before they book it

2.1.2 Main phases of digital transformation

Digital transformation in hospitality entails a structured approach involving 10 steps, starting with defining clear organizational goals This initial step sets the foundation for developing a comprehensive digital transformation strategy.

- Increase website traffic (The number of visits a website receives)

- Reduce operating costs (Lower the amount a company spends to run business)

- Improve the quality of goods and services (Concerned with how well a product performs)

- Increase customer experience (Improve each interaction a customer has with the brand)

- Boost digital revenue (Generate more revenue from digital channels, such as the hotel's website and mobile apps)

Second step is to make a solid digital marketing strategy A digital marketing plan helps the hotel to stand out from the competitors When choosing where to stay on

33 their holidays, many travelers search online for hotels Therefore, the strategy should approach online users and convince them to make a reservation Working with a hotel marketing company that can help a hotel create an active web The marketing team can plan promotional giveaways or provide interesting content on social media

The third step is to use a mobile-friendly website Nowaday, before making bookings, people search for accommodation options online Most likely, they do so while using their smartphones That is the reason why any hotel should create mobile- friendly websites According to a research by Grant, Trevor (2019) “92% of travel brands believe that a mobile strategy is critical for business success; 61% of users do not revisit a mobile site with low internet accessibility Instead, 40% of them will visit a competitor’s website.”

The fourth step is incorporating engaging elements into the website By adding interactive features to the website, the hotel may enhance the experience of its online visitors That lengthens visitors' stays on the website, improving SEO rankings That will gradually increase brand recognition, resulting in the development of a reliable brand image Also, the hotel should include a booking engine on the website That might speed up and streamline the booking process

The fifth step is utilizing AI technology One of the most advantageous digital trends in the hotel industry nowadays is the use of AI-driven chatbots They respond to requests and questions from visitors with artificially intelligent responses By doing so, the hotel can solve problems without the need for a human operator Chatbots reply to customers accurately and quickly, letting hotel staff handle harder circumstances

The sixth step using Customer Relationship Management (CRM) software CRM refers to the process of employing a software program to enhance existing and potential customer connections The hotel may produce high-end leads this way, and clicks can become bookings CRM software brings together the three important divisions of the hotel industry including marketing, sales, and service in one place The first benefit of this technology is to offer sophisticated marketing automation capabilities that let the hotel plan customized marketing campaigns This technology enables after-stay surveys

34 with a customer feedback system This aids in service improvement and inspires customers to leave online reviews

The seventh step is incorporating IoT and building smart rooms The IoT is the integration of smart technologies into daily life In the hospitality industry, this entails incorporating these technologies into the hotel's operational processes This might be a smart TV in the room or an app that lets guests manage the lighting, music, and temperature in the rooms Using mobile apps or home assistants (like Alexa or Google Home), customers of smart hotels can control all amenities

Reducing contact through contactless services can enhance guest comfort Mobile payments, offered via hotel websites, facilitate contactless transactions Mobile check-in and check-out eliminates long queues, allowing guests to use keyless room entry via apps, RFID, or recognition technologies for added convenience According to a 2020 AHLA survey, 85% of guests prefer minimized direct contact with staff.

The night step is organizing virtual hotel tours By enabling guests to preview hotel services and look over the interior design before making a reservation, virtual hotel tours improve the booking process The majority of these tours involve the use of VR,

AR, and 3D tour technologies Virtual tours are more accurate than simple photos in terms of predicting hotel features, room sizes, and decor People want to see what they paid for

Benefits of digital transformation in the hospitality industry

The hospitality industry has always been distinguished by its use of physical locations, and now digital spaces have joined this realm As the world becomes increasingly interconnected, innovative solutions for the digital hospitality sector are continuously emerging This evolution has created new opportunities for businesses to cater to evolving guest expectations and enhance the overall hospitality experience.

The digital revolution has changed the patterns of international tourism development, creating room for novel strategies like cloud-based reservation platforms or digital channels for exchanging knowledge and experiences According to current travel trends, there is a growing demand for special offerings that go beyond mass tourism since discriminating consumers want solutions that are customized to meet their individual requirements IHG is an example of applying tailored services in digital to enhance guest experience It will be discussed in more detail in chapter 3

The benefits of digital transformation in many traditional businesses will continue to evolve as advances in technology occur There are many advantages from digital transformation for both customers and the businesses Many businesses are aware of the advantages of digital transformation in the hospitality industry such as increasing brand awareness, developing operational efficiency, and improving customer experiences

- The digital revolution has revolutionized international tourism, enabling innovative strategies like cloud-based reservation platforms and personalized services like IHG, catering to individual travel trends: Hotels may better understand their customers and learn more about their interests and tastes with the use of data analytics Singh, Nikita., (2022) indicates that digital transformation in the hospitality industry can be used in several ways for improving the guest experience, operational efficiency, and bottom-line performance The hotels can offer an exceptional level of assistance based on their customers' profiles, which will improve their sense of enjoyment Increasing operational effectiveness, more personalized guest experiences, and higher revenue are benefits for hoteliers The hotels can target particular customer segments, personalize their advertising campaigns, and offer specific promotions by evaluating guest data Higher conversion rates, more reservations, and better revenue are the results

- Trending technologies like IoT, VR, and digital housekeeping offer benefits to customers and hotels: There are many kinds of trending technologies recently such as Integration of Technology (IoT), Virtual Reality (VR), digital housekeeping and concierge that give customers or hotels many benefits Reduce lines by using self-service options such as check-ins or guidance in the airport Customers do not have to spend much time checking in (E-SPIN Group, 2019) The hotels go green and be more environmentally conscious by using IoT For example, the hotels print less paper and use less key cards by doing everything digitally Additionally, the rooms use less energy by heating the space only 30 minutes before the customers come in rather than keeping it warm all day Efficiency is increased and operational procedures are streamlined through digital transformation By automating processes, digitizing workflows, and integrating systems such as property management systems (PMS), manual errors are decreased, time is saved, and resource allocation is optimized This results in lower costs, more production, and more efficient operations

- The hospitality industry is leveraging IoT to improve operations and customer experience: The hospitality industry has already star implementing IoT to enhance operations and customize the customer experience For example, customers can use their smartphones to download the Hilton Honors app Hilton has offered access with Digital Key including rooms, elevators, side doors, fitness center and parking garage Customers can book the rooms, manage the reservation, self-check in and check-out IoT enhances customer experiences by simplifying customer service processes

- Hotel operators can enhance customer experience by using VR simulators, providing a 360-degree virtual walkthrough of the property, attracting potential customers and utilizing the "try before you buy" marketing strategy: Customers thought that the best tool for hotel operators to develop an engaging customer experience would be VR simulators Customers can have a better idea of what they are expecting through the digitally enabled environment, attracting more potential customers Boston Hospitality Review (2021) provides an example that The virtual tour video is a VR application that gives visitors an insider's perspective of the property Visitors can observe the arrangement of hotel rooms and engage in a 360-degree virtual walkthrough by only clicking the mouse or wearing a headset This not only gives clients an opportunity to test something out before making a reservation, but it allows the hospitality industry to take advantage of the "try before you buy" marketing strategy

Harnessing the power of IoT, the hospitality industry unlocks a wealth of data analysis IoT sensors gather valuable customer information, enabling hoteliers to leverage AI, big data, and cloud computing for enhanced efficiency Additionally, 5G networks empower seamless connectivity, maximizing the potential of IoT This symbiotic relationship fosters a highly connected hotel industry where data-driven insights optimize operations and elevate guest experiences.

Challenges of digital transformation in the hospitality industry

While there are promising significant benefits, digital transformation in the hospitality industry also comes with challenges This is one the most important parts of this research because digital transformation is happening every day and changing rapidly The key of a digital transformation strategy is to improve customer satisfaction and increase revenue Therefore, realizing and facing the challenges of digital transformation in the hospitality industry is important It is recommended that hospitality industry operators use a proactive approach by integrating pertinent digital technologies to enhance productivity within their establishments These tools are essential for improving client connections in real time and looking into new revenue streams By utilizing digital technology, various facilities can compete more successfully against their international and global peers and are better equipped to handle market issues Technology boosts profitability by generating new employment opportunities in the hospitality industry and drawing in new clientele, such as independent travelers and digital nomads

The hospitality industry faces challenges in navigating the digital era, particularly in aligning investment in new technologies Digital advancements have raised customer expectations, leading hotels to adopt devices and technologies that enhance service and efficiency Intelligent technologies, including IoT, big data, cloud computing, and virtual and augmented reality, offer promise but can be costly to implement and upgrade Smaller or independent hotels may struggle with financial barriers to digital transformation.

- Another challenge is the old system and integration Many hotels continue to depend on old systems that may struggle with modern digital solutions It can be

39 challenging and time-consuming to integrate new technology with current systems According to SystemChidi Ukamaka B., Chinazo Juliet O., Nneka Martina A (2023), currently in the hotel industry there are few truly integrated systems used because there are so many heterogeneous systems already in existence The challenges of scalability, maintenance, cost, and security become bigger

Employee training is crucial for fostering a digital-first approach in businesses, facilitating the adoption of new technologies However, this transformation poses challenges such as the need for comprehensive change management and resistance Technology plays a significant role in assisting hotel staff and streamlining operations The effectiveness of hotel technology utilization heavily impacts the quality of service provided, highlighting the importance of understanding employee attitudes towards technology This understanding is essential for effective technology integration and the success of a hotel's operations.

- Evidence suggests that urban and rural areas are more different in terms of infrastructure quality as societies become more linked and digitalized For many digital services in the hospitality industry, dependable and fast internet connectivity is essential Providing smooth digital experiences might be difficult in remote areas or places with inadequate Internet access Additionally, as digital technologies become increasingly integrated in people's social, political, economic, and personal life, the negative effects of disconnection depending on the social context of the person, group, or community (Park et al., 2019)

While the goal of digital transformation is to improve customer experiences, there is a chance that the human touch and one-on-one interactions that customers enjoy will be lost It is important to find the correct balance between technology and customer service Most business customers like to check-in and check-out online or with self- service kiosks to save their time, but leisure customers might want to speak to the front

For travelers, personal interactions are highly valued, especially upon arrival at a new hotel Engaging with desk agents creates a sense of warmth and hospitality, making guests feel welcomed in a foreign environment They appreciate the opportunity to interact with locals and gain insights into the culture However, impersonal self-service kiosks may diminish this positive experience, potentially leaving a less favorable impression on guests.

The adoption of advanced technology in the hospitality industry can potentially lead to a digital divide among guests (Wahl, Thomas., 2023) Individuals who lack technological familiarity or access to digital devices may face exclusion from certain services or features This gap can particularly impact elderly customers or those from regions with limited technological advancements, resulting in frustration or dissatisfaction Additionally, the digital divide can challenge efforts to provide personalized attention and face-to-face interactions, which some guests may prefer Addressing this digital divide and ensuring inclusivity for all guests remains a complex challenge for hotels.

In an effort to stay up with quickly evolving technologies and constantly shifting consumer behavior, the hospitality industry is going through a lot of change More and more people are using advanced automation systems, robots, artificial intelligence, IoT and smart technologies, augmented reality, and computerized maintenance management systems According to Katie S., (2022), the hospitality industry "is under constant pressure to deliver high-quality services, maintain the highest safety and hygiene standards and ensure seamless maintenance of livable spaces and critical equipment." The digital world is continually changing, and new technologies are always being developed It might be difficult to keep up with the most recent trends and select the technology that will best serve the needs of the hotels

Maintaining consistency in the digital experience across all locations can be difficult for hotel chains with multiple properties The infrastructure and level of digital readiness may differ between different places."A consistent customer experience starts with an authentic brand that has a clear mission and foundational pillars that drive how they perform That clear mission begins before guests enter the hotel It starts online Research is reporting that between 75% and 80%+ of customers are booking travel electronically, without any human interaction It’s imperative that the online customer experience matches what they will experience in person,” says Meredith Kasheta, owner

41 of MMC Agency It is important to ensure that the online experience of guests lives up to hotels' standards in all locations over the world

Relying on third-party technology providers can have its own set of difficulties, such as managing vendors, ensuring high-quality services, and controlling any disruptions Deloitte (2018) reports that In the current digital economy, organizations are depending more and more on outside parties As a result, a lot of companies could overlook forthcoming problems and ignore dealing with them directly Additionally, managing these relationships may not always be coordinated

In short, an intelligent and thoughtful strategy to digital transformation is necessary to overcome these challenges It entails careful planning, investment in training and support, collaboration with dependable technology partners, and a dedication to improving the overall guest experience while embracing hospitality's digital future The digital transformation strategy in the hospitality industry is continuing to be discussed in detail in the next chapters.

Current status of digital transformation in the hospitality industry

Early in 2020, the Covid-19 outbreak affected people's access to information, way of life, and employment The development of contactless digital technologies has resulted, which is good for customers and businesses Due to circumstances such as remote working, people have welcomed technology so quickly Human behavior has changed, so should the customer’s experience at the hotels Many customers are expecting digital adoption in hotels after the pandemic since they have grown increasingly to obtain their demands and activities from their phones

Many of the technologies that are so popular have existed for years Many other businesses have already adopted contactless payment methods such as online banking, online check-in, or booking instead of going to the airport or travel agent The hospitality industry has always been slow to adapt to new technology, but as digital habits grow, this will no longer be acceptable It's important to understand that contactless hotel technology, including online check-in and check-out, digital meal ordering, and guest messaging, was developed to meet the requirements of the industry

The report of Statista Research Department (2021) shows the adoption rates of selected contactless technologies in hotels in the United States in 2020 as below:

Figure 2.1: The adoption rates of selected contactless technologies in hotels in the

As mentioned in the previous chapters, hotels can invest in mobile apps to offer easy access to services and information to customers These apps have featured functions including room service ordering, virtual concierge, loyalty program management, and personalized recommendations Data analytics and AI are being used more by the hospitality industry to gain insights from guest data (Data-driven insights) Understanding customer preferences, behavior and spending patterns help customize marketing efforts and enhance customer experiences Virtual reality, augmented reality, Integration of IoT and smart devices are also the trends in the hospitality industry that mentioned before

Online reservations and distribution channels are still becoming more popular in the market In order to attract more customers and increase bookings, hotels have partnered with OTAs, invested in their websites, making them mobile-friendly As explained by Fredericks, Laura (2023), Global distribution systems (GDS) are an

43 important distribution channel for connecting with travel agents Travel agents use this system to browse hotels, view rates, and check availability Well-known global distribution systems include Amadeus, Worldspan, Sabre, and Travelport Not only do GDS provide real-time pricing and availability information, but they also help maintain clients' information up to date across travel agent systems globally

Digital transformation in hospitality supports sustainability through technology, reducing waste, enhancing eco-friendly operations, and optimizing energy consumption Energy usage is a significant expense for hotels (Vincent, 2023) To address this, LED and energy-efficient lighting systems are employed for their lower energy consumption and extended lifespan Additionally, smart HVAC systems regulate temperature based on occupancy and external conditions, further reducing energy waste.

The current status of digital transformation in the hospitality industry may have advanced further since my last update on this research The hospitality industry is changing every day, and it's important to refer to recent reports, industry publications, and news sources for the latest developments in the field

CAGR of 6.5% projected growth for the Vietnamese hotel market is 6.5% from

Digital transformation is rapidly growing in the Vietnamese hospitality industry, with 85% of hotels implementing or planning to implement such initiatives This transformation includes the adoption of online booking (90%) and smart hotel management (80%) The driving factors behind this technological shift include increased operational efficiency, enhanced competitiveness, expanded market access, and the need for innovation By 2027, the market for digital transformation in the Vietnamese hospitality sector is projected to reach USD 18.6 billion.

In conclusion, to successfully transform digitally, hotels in Vietnam need to pay attention to management lessons including having vision and commitment in management, building a specific digital transformation plan, training and developing human resources effort, monitor and evaluate effectiveness.

IHG’S ASSESSMENT

Introduction about IHG

Based on IHGPLG (2023), one of the top hotel chains in the world, IHG Hotels

& Resorts employs almost 345,000 people to provide True Hospitality for Good in more than 100 countries IHG operates in various segments of the hospitality industry, including luxury, upscale, midscale, and economy hotels The company's brand portfolio includes well-known hotel brands, catering to different market segments and guest preferences Some of the prominent brands under IHG include InterContinental Hotels

& Resorts, Crowne Plaza Hotels & Resorts, Holiday Inn, Holiday Inn Express, Kimpton Hotels & Restaurants, EVEN Hotels, HUALUXE Hotels and Resorts, and Candlewood Suites, among others

IHG has a rich history dating back to the 18th century Here's a brief overview of its key milestones:

- 1777: Bass Brewery is founded in Burton-on-Trent, England The brewery later became a major player in the hospitality industry

- 1946: The first InterContinental hotel opens in Belem, Brazil, marking the beginning of the prestigious InterContinental Hotels & Resorts brand

- 1960s-1970s: Bass Brewery expands its hospitality portfolio through acquisitions and developments, including Holiday Inn and Crowne Plaza Hotels & Resorts

- 2003: Bass Brewery undergoes a significant restructuring, and the hotel division is spun off to form InterContinental Hotels Group (IHG) as a separate entity IHG becomes a standalone hospitality company, headquartered in Denham, Buckinghamshire, UK

- 2004: IHG acquires the boutique hotel brand Kimpton Hotels & Restaurants, adding a luxury segment to its brand portfolio

- 2007: IHG sells its iconic InterContinental Hong Kong hotel, setting a record as the world's most expensive hotel sale at that time

- 2015: IHG acquires the luxury hotel brand Regent Hotels & Resorts, expanding its presence in the luxury hospitality market

- 2020: IHG celebrates its 200th hotel opening in China, highlighting its significant growth and presence in the country

- 2021: IHG continues to evolve and adapt to the challenges posed by the COVID-

19 pandemic The company focuses on digital transformation, sustainability, and supporting its properties and guests during the unprecedented period

With hotels and resorts in the Americas, Europe, Asia, the Middle East, Africa, and Oceania, IHG has a significant worldwide footprint The corporation is one of the biggest hotel chains in the world, with operations in over 100 countries

IHG operates primarily under a franchise and management contract model which is its business model The company owns and operates some of its hotels, but the majority are owned by third-party investors who enter into franchise agreements or management contracts with IHG This model allows IHG to expand its footprint rapidly without significant capital investment

IHG diversifies its revenue streams through franchising, management, and brand licensing Franchise and management fees stem from agreements with franchisees and hotels under management contracts, respectively Brand licensing fees, on the other hand, originate from hotels owned by third parties that utilize IHG's renowned brands.

IHG Rewards Club is a comprehensive guest loyalty program run by IHG Participants in the program can accrue points for lodging stays and exchange them for free nights, vacation, and other benefits The loyalty program plays a crucial role in driving customer retention and repeat business for IHG properties

IHG is firmly committed to ethical business conduct and sustainability Through a number of projects, the corporation hopes to lessen its impact on the environment, promote diversity and inclusion, and assist local communities

As many hospitality companies, IHG has been investing in digital transformation to enhance guest experiences and optimize operations The company has introduced mobile apps, contactless check-in/out, and other digital innovations to cater to the changing preferences of modern travelers indicated by the company's official website and recent financial reports

IHG has followed a development strategy focused on growth, global expansion, and brand diversification The company's development strategy is designed to attract new hotels, expand its brand presence in various regions, and maintain a diverse portfolio of hotels According to IHG’s newest update, IHG aims to expand its presence in key markets around the world The company focuses on growth in both mature and emerging markets, seeking opportunities for new hotel developments, conversions, and brand signings As mentioned earlier, IHG primarily operates under a franchise and management contract model The company partners with third-party investors, developers, and owners to franchise its hotel brands IHG also enters into management contracts to operate hotels on behalf of owners The diversification allows IHG to reach a broader audience and capture a larger market share

IHG is focused on growing its luxury hotel offerings As an illustration of its dedication to increasing its position in the upscale hospitality sector, IHG recently acquired the Regent Hotels & Resorts brand

IHG has used digital transformation programs to improve its approach to development They want to maximize distribution channels, enhance customer experiences, and streamline operations by utilizing digital technologies IHG is dedicated to responsible and sustainable growth In its development efforts, they have prioritized social responsibility, environmental sustainability, and community engagement

3.1.3 Digital transformation is necessary and important for IHG

The necessity and importance of digital transformation for IHG are driven by a number of variables that have an effect on the hospitality industry and the changing needs of visitors IHG's ability to remain competitive, improve guest experiences, and increase operational effectiveness is greatly helped by digital transformation

IHG prioritizes customer-centricity, customizing services to meet evolving guest and owner expectations In 2022, they invested heavily in enhancing guest experiences For business travelers, they offer streamlined booking, innovative hybrid solutions, and tailored rewards to engage employees in a modern work environment Technological advancements, including a revamped app, simplified IHG One Rewards enrollment, expanded Digital Concierge services, improved Wi-Fi connectivity, and optimized room upgrades via the Guest Request System, further enhance guest convenience.

In addition to improving procedures and optimizing performance, IHG is upgrading their digital capabilities to gain access to deeper data and enhance their capacity to communicate with customers across platforms, increasing brand awareness

Figure 3.2: IHG creates digital advantage

IHG's teams around the company are gaining vital insights from the use of data and analytics, allowing them to seize opportunities to enhance the customer experience Anticipating demand and creating more customized stays are part of this Since a large portion of IHG's platforms and apps are now cloud-based, the infrastructure is already in place to quickly and widely test new hotel offerings, saving both money and time

SWOT analysis for IHG in term of digital transformation

SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities, and threats of a business In the context of IH G and its digital transformation efforts, here is a SWOT analysis:

- Established brand portfolio: IHG has a strong portfolio of brands, including a wide variety of hotel brands that serve different market segments Due to their diversification, IHG is able to reach a wider audience with its digital products and capitalize on its well-known brand

- Global presence: IHG has properties in more than 100 nations, giving the company a worldwide presence IHG has a lot of opportunities to participate in projects for digital transformation across many regions because of its extensive network

IHG Rewards Club, IHG's loyalty program boasts a substantial membership base By leveraging data insights and prioritizing customer retention, the initiative contributes to IHG's digital transformation endeavors, enabling the company to effectively connect with its loyal clientele.

- Digital infrastructure: IHG has made investments in digital capabilities and infrastructure The company has a strong foundation to manage digital transformation efforts due to its established systems and technology base

"Given the size and scope of IHG's international operations, operational complexity can impede consistent digital transformation."* "Variations in infrastructure, regulations, and cultural differences pose challenges to standardization across properties."

- Data Management and Privacy: It can be difficult to manage customer data and privacy across several areas IHG's digital transformation journey must ensure compliance with data protection regulations This might be a challenge

- Resource Allocation: Careful planning and prioritizing may be necessary to allocate enough funds for digital transformation activities across an extensive network of properties

- Personalization and guest experience: IHG has the chance to improve guest experiences through tailored services, targeted marketing, and seamless interactions via digital transformation

- Contactless technology: The COVID-19 epidemic has increased interest in contactless interactions Using contactless technologies may enhance guest satisfaction and safety

- Data-driven decision making: IHG can collect meaningful insights into guest behavior by utilizing data analytics and AI Decision-making based on data can improve operational effectiveness, marketing plans, and revenue management

- Competition: Intense competition exists in the hospitality industry, where a large number of hotel chains and online travel agencies compete for customers IHG must continually innovate and set themselves apart if they want to lead in the digital age

- Cybersecurity risks: IHG is exposed to cybersecurity risks due to the growing reliance on digital technologies Cyberattack protection for customer data and digital infrastructure is essential

- Changing customer preferences: In order to stay relevant and competitive, IHG has to rapidly adapt to changing guest preferences and travel behaviors

External Factor Evaluation matrix (EFE) and Internal Factor Evaluation matrix (IFE) are used as an analysis technique that applies in parallel with the SWOT matrix and has the effect of comparing with the SWOT matrix I would like to include these techniques as following tables:

Established brand portfolio Operational complexity Global presence Data management and privacy IHG Rewards Club Resource allocation

Opportunities SO Strategies WO Strategies

W1-3, O1:IHG uses a variety of ways to communicate its digital strategy to employees, including internal websites, conferences and training, online tools and resources Contactless technology

S4,1,2,O3: IHG's current strategy for digital transformation relies on the use of AI and data technology

Threats ST Strategies WT Strategies

Competition S1-4, T1-2:IHG has adopted digital technologies to automate and digitize many employee functions

S1-4, T1-2: IHG uses a variety of ways to communicate its digital strategy to employees, including internal websites, conferences and training, online tools and resource

W1-3, T1-2: HG's current strategy for digital transformation relies on the use of AI and data technology

Embarking on a digital transformation journey presents both opportunities and challenges for IHG To capitalize on strengths and leverage growth potential, the company must address weaknesses and mitigate threats By implementing a strategic approach to digital transformation, IHG can maintain its competitive edge, enhance guest experiences, and thrive in the evolving digital hospitality landscape.

Digital maturity assessment

In chapter 1 and 2, these are the main areas I have researched about digital transformation in the hospitality industry:

90% of enterprises use the cloud for business, digitally replicating existing services and transforming the company as a whole Cost reduction, increased customer satisfaction, and data-driven insights drive success.

Digital transformation strategy utilizes AI and data technology to personalize customer experiences, recommend tailored services, and understand customer needs, enhancing products and services.

Digital transformation strategy aims to enhance business performance by leveraging technology, creating new products, and overhauling processes, often requiring organizational structure changes to provide innovative services.

To successfully transition to digital transformation, a strategic approach involving careful planning, investment in training, collaboration with technology partners, and dedication to guest experience is crucial

From these studies, I would like to assess an organization's digital maturity level by evaluating a company's current digital transformation strategy, evaluating a company's customer experience, and evaluating a company's people and processes From there, I can analyze digital maturity in IHG and propose an appropriate strategy for IHG through research and survey results.

Assessing an organization's digital maturity level is a modern method that allows identifying areas for improvement from an organization's digital perspective The results of this assessment can be used to build an organization's digital transformation strategy Below are some main points

3.3.1 General concept of digital maturity

- Evaluating a company's current digital transformation strategy involves a comprehensive analysis of the company's digital capabilities and their alignment with its business goals This assessment helps identify areas for improvement and prioritize digital initiatives to drive business growth and innovation

- Evaluating a company's customer experience involves assessing the company's focus on customer-centricity, its use of technology to enhance customer experience, and the integration of customer experience into its overall digital transformation strategy

- Evaluating a company's people and processes involves assessing their ability to support and adapt to the company's digital transformation journey This

54 evaluation helps identify areas for improvement in the company's talent management, organizational culture, and operational efficiency

3.3.2 Digital maturity in the hospitality industry

- Evaluating a hotel's current digital transformation strategy involves the use of digital technology tools, products, and services; and how they inform employees about applying digital transformation

- Evaluating a hotel's customer experience involves in how the hotel engages and interacts with their customers using multiple channels such as mobile apps, online platforms, and agency; and how the hotel has an accurate and detailed assessment of customers across various interaction points such as transaction history, demographics, complaints and support issues and reservations

Digital tools play a crucial role in evaluating a hotel's operations Employees rely on digital platforms like email, mobile apps, and website applications to communicate and complete their daily tasks effectively Furthermore, digital tools streamline essential employee functions such as recruitment, leave management, and performance appraisals, enhancing operational efficiency and productivity.

IHG's digital transformation strategy leverages AI and data analytics to enhance customer experiences AI personalizes offerings and services based on customer preferences, while data analysis from various sources like booking history and social media interactions creates detailed customer profiles This enables IHG to understand customer needs and improve its products and services accordingly.

 IHG has committed to investing in technology to improve the customer experience In fiscal 2022, they spent US$1.4 billion on research and development of new products and services, improving existing technologies and enhancing employee skills as well as creating customer experiences and business growth There are a number of systems that can be considered for investment PMS

55 hotel management system is a system that manages hotel business activities, including room booking, check-in, check-out, payment, customer service, etc PMS is an important foundation for digital transformation in the hospitality industry, as it helps hotels automate processes, collect and analyze customer data, and personalize customer experiences Asset management system (EAM) is a system for managing hotel assets, including facilities, equipment, and human resources EAM helps hotels effectively manage their assets, thereby reducing operating costs and increasing business efficiency CRM is a system that manages customer information, including booking history, customer feedback, and social network interactions CRM helps hotels better understand their customers, thereby providing personalized experiences and increasing customer loyalty

 IHG uses a variety of ways to communicate its digital strategy to employees, including internal websites, conferences and training, online tools and resources For example, technology tools can be used to provide tailored recommendations, answering questions in a timely manner, and providing 24/7 customer support

- IHG has adopted digital technologies to automate and digitize many employee functions This saves time and costs, while improving efficiency and accuracy

They also use recruitment applications to screen candidates, arrange interviews and track potential candidates.

Data collection and analysis

In this part, here is the data I collected from 100 individuals In this research I summarized and calculated to get the results displayed in tables and figures

The statistical results of the research sample divided by gender, age, occupation, and income are shown in Table 3.1:

Table 3.2: Statistics for research samples

The research conducted a survey of 100 samples collected via a website system After the examination, the following data was discovered:

In terms of gender, 51 male survey participants made up 51% of the 100 valid survey samples, and 49 female survey participants made up 49%

In terms of age, there were 14 individuals in the 100 observed samples who were under the age of 21 (13%), 37 individuals who were between the ages of 21 and 32 (37%), 43 individuals who were between the ages of 32 and 45 (43%), and 6 individuals who were over the age of 46 (6%)

In terms of occupation, there were 50 people in management positions among the

100 observed samples, which accounted for 50% of the total; 42 people in officer positions, which accounted for 42% of the total; 6.0% of students, with 6 people, and 2 people in other occupations, which accounted for 2.0% of the total

In terms of income, out of the 100 observed samples, 4 people had salaries under

30 million, making up 4% of the total; 7 people had salaries between 30-70 million, making up 7.0%; 47 people had salaries between 70-100 million, making up 47%; and

42 people had salaries over 100 million, making up 42.0%

In these parts, I used SPSS 20 software for data analysis and running results Use statistical tools such as frequency and percentage are used for descriptive statistics

Levene test results (F test) Sig = 0.341 > 0.05, so the variances of the two populations are not different, we must use the t-test results in the line assuming equal variances (Equal variances not assumed)

Table 3.3: Group statistics by gender

Levene’s test for equality of Variances t-test for Equality of Means

95% Confidence Interval of the Difference

Table 3.4: Independent samples test by gender

Because sig > 0.05 means that there is no meaning Conclusion: Gender does not affect the use of technology

H0: There is no difference in intention to use to check in/out to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via a Mobile App in the future between age groups

Age plays a significant role in the intention to use mobile apps for various hotel-related tasks Younger individuals exhibit a stronger inclination to utilize apps for check-in/out, reservation booking, and service ordering They also express a higher preference for controlling room amenities such as temperature, lighting, and entertainment through mobile interfaces In contrast, older age groups tend to be less enthusiastic about using apps for these purposes, preferring more traditional methods like in-person check-in and room service calls.

Table 3.5: Anova Test by Age

Sum of Squares df Mean

Consider ANOVA test, sig = 0.000 < 0.05 H0 should be rejected and H1 accepted There are differences in the intent to check in/out to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via a Mobile App in the future between age groups

Table 3.6: Independent Samples Test by Age

* The mean difference is significant at the 0.05 level

Results of in-depth analysis of Post Hoc Test and sample mean values of each pair of two age groups, we see that the age groups from 21-32 years old, from 32-45 years old intend to check in/out to check in/out, book reservations, order services and

60 manage the temperature, lighting, and entertainment in your room via a Mobile App in the future more than group under 21 and over 45

H0: There is no difference in intention to use intent to check in/out to check in/out, book reservations, order services and main occupation the temperature, lighting, and entertainment in your room via a Mobile App in the future between occupation groups

H1: There is a difference in intention to use to check in/out to check in/out, book reservations, order services and main occupation the temperature, lighting, and entertainment in your room via a Mobile App in the future between occupation groups With a confidence level of 95%, α=0.05

Table 3.7: Anova Test by Age

Sum of Squares df Mean

Consider ANOVA test, sig = 0.000 < 0.05 H0 should be rejected and H1 accepted There are differences in the intent to check in/out to check in/out, book reservations, order services and main occupation the temperature, lighting, and entertainment in your room via a Mobile App in the future between occupation groups

Table 3.8: Independent Samples Test by Occupation

* The mean difference is significant at the 0.05 level

Through the convenience of a Mobile App, students can efficiently manage their on-campus accommodations, extending beyond the traditional services provided by staff They can effortlessly check in and out, make reservations, order essential services, and control the ambient environment within their rooms, including temperature, lighting, and entertainment systems This mobile solution empowers students to personalize their living spaces and enhance their overall university experience.

H0: There is no difference in intention to use intent to check in/out to check in/out, book reservations, order services and manincome the temperature, lighting, and entertainment in your room via a Mobile App in the future between income groups

H1: There is a difference in intention to use intent to check in/out to check in/out, book reservations, order services and manincome the temperature, lighting, and entertainment in your room via a Mobile App in the future between income groups With a confidence level of 95%, α=0.05

Table 3.9: Anova Test by income

Sum of Squares df Mean

Consider ANOVA test, sig = 0.000 < 0.05 H0 should be rejected and H1 accepted There are differences in the intent to check in/out to check in/out, book reservations, order services and manincome the temperature, lighting, and entertainment in your room via a Mobile App in the future between income groups

Table 3.10: Independent Samples Test by income

* The mean difference is significant at the 0.05 level

Conclusion: People with an income higher than 100 million per salary intend to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via a Mobile App more than under 100 million

3.4.6 Analyze readiness for using digital platform

Table 3.11: Analyze people use app to book rooms

Which platform is your favorite to use?

PROPOSE A DIGITAL TRANSFORMATION STRATEGY FOR IHG

Evaluate IHG’s current status

- IHG's current strategy for digital transformation relies on the use of AI and data technology They use AI to personalize customer experiences, such as recommending offers and services tailored to customer preferences IHG also uses data to better understand customers and their needs that helps improve IHG’s products and services

- IHG has committed to investing in technology to improve the customer experience In fiscal 2022, they spent US$1.4 billion on research and development of new products and services, improving existing technologies and enhancing employee skills as well as creating customer experiences and business growth

- IHG uses a variety of ways to communicate its digital strategy to employees, including internal websites, conferences and training, online tools and resources

- IHG has adopted digital technologies to automate and digitize many employee functions This saves time and costs, while improving efficiency and accuracy

They also use recruitment applications to screen candidates, arrange interviews and track potential candidates

In summary, the assessment of IHG's level of digital transformation compared to other hotels is as follows:

IHG's digital transformation strategy involves synchronous implementation across the system and prioritizes key goals like improving customer experiences through AI, VR, and AR technologies Furthermore, the strategy aims to boost business performance by automating processes and optimizing resources.

- Technology: IHG has invested heavily in new technologies including PMS, Real Estate Management System (RMS)

- Execution: IHG has effectively implemented digital transformation solutions, bringing positive benefits such as increasing online booking rates and reducing check-in/out times

In general, IHG is one of the pioneering hotel groups in digital transformation compared to other hotels.

Propose a digital transformation strategy for IHG

IHG’s vision statement is “Simple but powerful, our purpose of True Hospitality for Good inspires and informs everything we do – shaping our culture, bringing our brands to life and representing a commitment to make a difference to our guests, colleagues, owners and communities, and to protecting the world around us” The vision will be applicable for 5 to 10 years

By acting with purpose, IHG may seize the chance to bring about constructive change and make True Hospitality for Good feel different Through our IHG Academy, IHG can help people in thousands of our communities gain the skills necessary to succeed in the workplace, or it can be as simple as fostering relationships that unite loved ones, giving IHG's employees a sense of belonging as they advance in their careers, or assisting their hotels in implementing sustainable solutions to protect their stunning surroundings

In addition, IHG ensures that managers are equipped to support their performance and growth processes by offering effective materials and hosting masterclasses that showcase IHG's policies and practices As part of their ongoing focus on developing talent, managers have continued to hold quarterly check-ins with employees to assist them in achieving their professional goals and assist them in connecting their personal roles and purposes with the wider vision for IHG

The target customer of digital benefits in the hospitality industry is a wide range of travelers, including:

- Business travelers: Convenience and efficiency are highly valued by business travelers, and digital benefits can help them save time and effort For example,

74 business travelers can use mobile apps to make service requests, check in and out online, and get details about the hotel and its features

- Leisure travelers: Leisure travelers frequently seek individualized experiences, and hotel digital benefits can assist in delivering customized offers and recommendations Hotels, for instance, might use data analytics to analyze the tastes of guests and utilize that information to suggest attractions, restaurants, and activities

- Millennial and Gen Z travelers: As digital natives, Millennial and Gen Z travelers expect a wide range of digital benefits from their hotels For example, they are likely to be able to reserve accommodations and services online, interact with the hotel on social media, and take advantage of the free Wi-Fi available all around the hotel

- Budget travelers: Since budget travelers frequently seek out the cheapest deals, digital benefits can feature by providing competitive rates and incentives For example, hotels might offer special rates to travelers who make reservations online or sign up for their loyalty program

- Families frequently need to maintain contact when on vacation, and digital benefits might be helpful in this regard For instance, hotels may include complimentary Wi-Fi, streaming services, and kid-friendly video games

Scale to apply digital transformation strategy are for IHG hotels in Vietnam, specifically for Holiday Inn Saigon Airport

Based on all the research from the sources mentioned in this research, as well as gathering information from surveys and personal experience, I would like to analyze the directions for IHG’s digital transformation strategy formulation in this part

Here are some potential digital transformation strategies that IHG could consider First, it is necessary to create a Mobile App to check-in and check-out, providing customized services and solutions that meet evolving expectations The Mobile App reduces wait times, enhances the customer experience and retains loyal customers by

75 providing solutions that serve their needs as well as more efficient ways of operating the hotels IHG could apply data analytics to understand customer's preferences and behavior, allowing them to personalize the guest experience and offer targeted promotions and offers via the Mobile App

IHG might make an investment in smart room technology that would let customers manage the temperature, lighting, and entertainment in their rooms using the Mobile App Additionally, the usage of the Mobile App helps personalize offers and recommendations made to customers and simplify housekeeping services It also helps reduce labor costs for the hotel

Technological advancements in mobile apps have revolutionized navigation websites, offering a user-friendly experience that enhances convenience and streamlines the reservation process Contactless payments integrated into apps have gained popularity post-COVID-19, catering to modern travelers' preference for digital transactions Additionally, exclusive promotions and easy-to-navigate content within the app incentivize direct bookings and create a seamless booking experience.

Elevating customer service with asynchronous messaging through artificial intelligence can be beneficial for hotels in a number of ways Asynchronous messaging allows customers to communicate with the hotel whenever it is convenient for them, regardless of time zone variations or whether the hotel is open Improved customer loyalty and satisfaction may result from this Besides, by allowing hotel staff to address visitor inquiries at their own leisure, asynchronous messaging can increase their performance This can allow hotel staff to concentrate on other activities, such as serving customers in-person, reducing costs by eliminating the need for live chat support It can also help to reduce the number of phone calls that the hotel receives

Hotel management software (PMS) offers a number of benefits to hotels PMS software can automate many of the manual tasks involved in hotel management, such as reservations, check-in/check-out, billing, and inventory management The use of PMS software can also enhance the customer experience by giving them access to information about the hotel's facilities and services as well as a smooth and quick check-in/check-

76 out process PMS software can help hotels to reduce costs by automating tasks, reducing manual errors, and improving efficiency

Using PMS software, the hotels may cross-sell and upsell customers on extra services such as late check-out, spa visits, and restaurant bookings This can boost revenue for hotels and enhance the customer experience

In order to successfully digitally transform in the hospitality industry, workflows need to change in a number of ways Here are a few suggestions:

Conclusion on IHG's digital transformation strategy

This research aims to comprehensively define "digital transformation" within the hospitality industry, highlighting its benefits, challenges, and implications in the context of the Fourth Industrial Revolution Guided by academic literature, official reports, surveys, and personal experiences, a tailored digital transformation strategy is proposed, specifically designed for five-star hotels like IHG, with the objective of enhancing customer satisfaction, maximizing revenue, and optimizing costs.

Digital transformation aims to enhance business efficiency, competitiveness, and profitability in the long term, along with improved customer satisfaction To achieve these objectives, short-term strategies focus on establishing a digital infrastructure like a PMS, fostering employee comprehension, gathering customer insights, and testing and implementing transformative solutions.

Digital transformation is imperative for businesses in the modern era, impacting business models and empowering decision-making Recognizing this, this study investigates the role of digital transformation in enhancing customer satisfaction, emphasizing its importance as a success factor in the hospitality industry Additionally, the research explores the influence of demographic factors and technology preferences on customer perceptions of digital transformation initiatives, analyzing case studies of five-star hotels like IHG to uncover best practices in leveraging digital technologies to improve customer satisfaction.

After doing the appropriate materials, developing a data collection method, gathering data from sample units, and analyzing the data to test the hypotheses, it is found that the results are suitable with what was reported in the related literature There is a strong positive connection between digital transformation and customer satisfaction

84 that help improve guest experiences to be seamless, personalized, and digitally-enabled, and to increase operational effectiveness in the hotels as well

From the descriptive statistics, there is a consensus between hotel managers and hotel guests that the advanced automation systems, artificial intelligence, robotics, tIoT, smart technologies, virtual reality and augmented reality are all being used more frequently The results also show that customers prefer to engage and order service orders using modern technology, which highlights how important it is for hotels to adopt these technologies and maximine them It helps deliver customized services and solutions that satisfy changing expectations

Mobile App is a promising solution for a larger change of the booking experience, such as mobile payments, self-check-in and outs, managing the temperature, lighting, and entertainment in the rooms or order services… Contactless payments, check-in and outs adapt the changing preferences of modern travelers In order to encourage direct reservations, which provide the hotels with lower-cost revenue, it is important to simplify the room pricing and place a strong emphasis on channel consistency Promotions are also applied on the app that connects with banks or shopping companies to attract customers to download the apps instead of visiting the hotel to book a room or call a travel agency

Enhancing customer service with advancements in AI is a component of a strategy to combine agents and AI to promptly address customers' requirements and communicate with them via their chosen channels Customers can choose to answer at their convenience to messages sent by Short Message Service (SMS) or popular messaging platforms to the hotels via asynchronous messaging, which is available around-the-clock

Cloud-based technology is being created to unleash new possibilities that will improve operational systems, make application access simpler, and help use data throughout the customer experience in order to strengthen operations A more adaptable and user-friendly platform for revenue management that will give the hoteliers insights on how to maximize revenue at their locations

In order to reduce expenses, hotel management software can help manage customers and employees easier and more convenient for everyone involved Advanced features are included such as built-in time-tracking, automated timekeeping, notify inventory, labor-cost/overtime control, room task management or budgeting

The McKinsey 7S Framework can be applied to analyze internal factors that affect organizational success 7s stands for 7 elements including Structure, Systems, Style, Staff, Strategy and Skills Therefore, to be successful, a hotel needs to ensure that all these elements are aligned and reinforced The McKinsey 7S Framework can be used to successfully implement new strategies and analyze how different key departments within the hotel work together In addition, The McKinsey 7S Framework also facilitates organizational changes and process adjustments during the product merger and acquisition process, especially supporting management thinking in the process of implementing strategies and management processes in the organization.

Consequently, these results emphasize the critical need for hotels to apply digital transformation to provide customers additional high-value services, improve customer satisfaction and increase revenue.

Implications

The theoretical meaning of this research contributes to the library of knowledge in the field of hospitality It is an opportunity to demonstrate knowledge of business theory and practice, as well as the capacity for independent study and strong conclusion-making, through the research This research gives new viewpoints on current hospitality issues, proposes new solutions, tests existing theories, and develops new business theories The research can also be used to explore new and emerging areas of hospitality research

The practical significance of a digital transformation strategy for a hotel is a plan for how the hotel will adopt and use digital technologies to improve its operations, customer experience, and financial performance This comprehensive plan addresses

86 every aspect of the hospitality industry, ranging from bookings and guest arrival/departure to advertising and revenue generation

In short, a hotel's digital transformation strategy is essentially a road map outlining how it will leverage digital technologies to meet its objectives In order for hotels to succeed and remain competitive in the digital era, which is an important tool.

Limitation and direction for future research

This research is limited in scope due to the time and resources available This means that I might not be able to include all aspects of a complex business strategy The number of samples is small and cannot be generalized domestically and internationally

I also have limited access to data because my research is currently an emerging topic This limits the generalizability of my exploration Finally, I am still under development

In some aspects, I might not have the same level of expertise as experienced business professionals in the hospitality industry This can limit my ability to understand and analyze complicated business issues

The scope of research can be expanded to other customer groups including students, enterprises, and funds/sponsors for more accurate reflection Expanding the factors that influence the intention to use the mobile apps, asynchronous messaging through artificial intelligence and hotel management software Customer satisfaction with the future technology platform can be studied Strategy research might focus on topics such as competitive strategy, corporate social responsibility, or global strategy

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A survey invitation on using digital platform

Nowadays, most customers tend to make hotel reservations, research hotels or interact with hotel staff via digital platforms Hotels will definitely face a competitive disadvantage if they do not implement digital technologies This survey is conducted within the framework of a study to support the proposal of a digital transformation strategy for the hospitality industry

Collected data is used only for scientific research purposes Please complete the answers and make sure to submit the form Thank you!

Below are questions about factors that influence the intention to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via digital platform Please indicate your level of agreement in increasing order from 1 to 5

1 Do you intend to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via a Mobile App in the future?

2 Do you intend to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via a Mobile App more often?

3 Do you intend to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via a Mobile App rather than other platforms?

4 Do you intend to suggest others to check in/out, book reservations, order services and manage the temperature, lighting, and entertainment in your room via a Mobile App?