Self-introductory
Welcome to my blog. My name is Chunlu Tian who is from Shenyang city, Liaoning Province, China. I am currently doing MSc in Marketing at the University of Exeter. I finished my undergraduate degree in Tourism Management at the University of Lincoln.
Looking forward to make more friends by the Digital Business Model and learn more knowledge with you!
For the reflection of the BEMM129 module, I will use Gibbs’ reflection cycle model. Gibbs Reflective Cycle was developed by Graham Gibbs in 1988. This reflective model is designed to learn from experience （Gibbs, 1988). It provides a framework for checking experience, and given its periodicity, it is particularly suitable for repetitive experiences so that I can learn and plan from things that are going well or not. Gibbs’ reflection cycle model covers six stages: description, feeling, evaluation, analysis, conclusion and action plan.
In terms of description, I learned this module because its interesting teaching model attracted me. This module does not take traditional classroom lectures and exams to evaluate students but evaluates them through online blogs. This makes me feel the impact of digitalization on modern society. At the same time, the evaluation method of online blogs also requires me to have a good ability to write blogs. I wrote two blogs about the digitization of Hilton hotels, but the results were not good. I did not clearly show what changes digitalization has brought to Hilton hotels, and I did not explain how Hilton hotels use their digital applications.
In terms of feelings, I feel that I do not have a good ability to write blogs. I feel that my media literacy is not very good. I am gratified that other students gave me a comment saying that through my blog they learned about the Hilton Hotel ’s digital application, what information and services can be provided in this digital application, and rich service information And easy operation also helps Hilton hotels increase their customer loyalty. At the same time, the review also mentioned that the Hilton Hotel may not just display hotel information and services on its own digital application. They may also obtain or know their customers by displaying hotel information on third-party platforms.
In terms of evaluation, I think the advantage of this module is that it allows me to learn a new learning method. In this module, I mainly learn by writing blogs and interacting with comments and getting comments from others. The lecturer of this module adopted different learning methods; this is the first time I have encountered this module.
In terms of analysis, I feel that in addition, this module has changed the way I learn. Let me understand that in the digital age, learning knowledge is not limited to lectures. Online teaching evaluation is also a teaching method. In addition, by writing blogs and letting others comment, we can hear different opinions and ideas.
In terms of conclusion, I learned a lot of useful experience on the BEMM129 module. I will go deeper to understand the information on my blog and update my blog in time. In addition, when writing a blog, I should adopt some novel ways, such as not just writing text on the blog.
In terms of action plans: when I learn about this module or similar modules later, I will write more details about the content and choose some novel ways to display the content.
Reference
Gibbs, G. (1988). Learning by doing: A guide to teaching and learning methods. Oxford: Further Education Unit, Oxford Polytechnic.
As the development of technology, the digital business of the hotel industry has become an indispensable factor for hotel development. In the process of development, hotels need to use digital analysis to understand customer needs.
As a result, Hilton is one of the largest and fastest growing hotel companies in the world. Nowadays, it has 18 brands and nearly 6,000 hotels in 117 countries (Hilton, 2020). Hilton is looking for more and more innovative technology to attract growing digital customers. For these customers, using Hilton Honors app on their mobile devices before, during and after their stay.
For Hilton, with the development of technology, it is very important to create digital check-in and digital keys to make customers’ lives easier. As a result, Hilton customers can use the app to operate on their smartphones and tablets. This not only provides convenience to customers but also saves time.
This is very convenient for Hilton’s digital check-in. This reduces the amount of time customers have to line up in the hotel lobby. Since 2014, customers can use Hilton’s app to clearly understand the location of elevators and emergency exits, as well as the layout of each room (Southan, 2016). Customers can also click on a room to see the room type. This customer brings more options. On the other hand, in 2016, Hilton partnered with Google Maps to enhance floor plans for different hotels (as the photo shown) (Southan, 2016). Through the floor plan, customers can choose their favourite room according to their preferences (Southan, 2016).
On the other hand, Hilton launched its digital key mobile app in 2015, which is one of the success stories (Mullen, 2017). By 2017, more than 1,000 hotels around the world have applied digital keys (Tricia, 2017). This app allows customers to check-in online and then enter the room with a digital key. This reduces the queue time. As the Tricia (2017) said it:
“With the help of Hilton Digital Key, I entered the room in less than five minutes after leaving the shuttle.”
In addition, when the customer enters the hotel category, the key will turn green in the application, and press the key to open the door (Tricia, 2017). On the other hand, digital keys can also be used as remote controls. When customers call room service, they can press the phone on the bed, sofa or desk, and the door can be unlocked (Southan, 2016).
On the other hand, the digital key brings convenience to customers, but its privacy also meets certain requirements. Since customers using digital keys are all honorary members of Hilton, and each digital key is tied to a specific device, it cannot be shared to another device (Mullen, 2017). This customer’s security and privacy are guaranteed. For security reasons, every time a customer applies for a digital key, Hilton Honors will send an email to the customer, and they need to confirm before they can use the digital key (Mullen, 2017). In addition, customers can have key cards if they use digital keys. There is no impact between the two.
In addition to the Hilton Honors app, in addition to the online check-in and digital keys, customers can still use the Hilton Honors app to control the TV, lighting and air conditioning in the room. These digital features can help customers be more convenient and relaxed while they are staying. On the other hand, Hilton can collect customers’ opinions and preferences on hotels through the Hilton Honors app (Hilton, 2017). As a result, using analytics and digital technology can also help Hilton better understand guests, track behaviour patterns, make recommendations and communicate their preferences, and communicate with them to help them find local hotspots or mark offers to increase value.
In summary, Hilton offers customers more convenience with its Hilton Honors app. This allows customers to experience the feeling of home to the greatest extent during travel or business, and makes them more relaxed. In addition, Hilton collects big data to understand more customer needs, and innovates more and more digitally to attract customers. However, the development of digital business models has not only brought more opportunities to Hilton hotels, but also brought some challenges. With the development of technology, digital business models have become an important aspect of the development of the hotel industry. In the future, the digital development of hotels is inevitable. Using increasingly digital applications or management methods can not only attract more customers, but also have an important impact on the future development of hotels.
Reference list:
Nowadays, with the continuous development of science and technology, the digital economy has become an important part of global economic development. The digital economy refers to a wide range of economic activities that are key elements generated by the use of digital information and knowledge (ADBInstitute.com, 2018). For example, with the internet, digital technologies for cloud computing and big data are being used to digitally collect, store, analyse and share information and transform social interactions. As a result, the digital economy permeates all aspects of society, affecting the way people interact and bringing about extensive sociological changes (ADBInstitute.com, 2018). Therefore, in this blog, there will be discussed and analysed the role of hotel manager in the digital economy.
With the collection and utilization of digital big data, hotel managers believe that the digital transformation of hotels is indispensable and also a trend of the times. As a result, this can affect the hotel in the digital economy.
For hotels, digital transformation can help hotels change the hotel’s digital economy to a certain extent (Hotel Tech Report, 2019). This is because digital transformation can improve hotel products and quality, increase hotel digital revenue and website traffic, and reduce hotel operating costs. With the advancement of technology, big data and artificial intelligence can affect the development of the hotel industry to a certain extent. Therefore, hotel managers use these aspects to formulate better digital transformation strategies for hotels, thereby changing the hotel’s digital economy (Hotel Tech Report, 2019). Therefore, in the process of digitalization, although digitalization can bring greater economic benefits and customers to the hotel, it will also encounter certain problems.
Among them, hotel managers need to formulate specific strategies based on digital development. For example, the development of Booking.com and Airbnb can better reflect the impact of digital transformation. At the same time, large hotel chains will have their own website information. Customers can get better hotel information through these websites, choose the hotel that suits them, and book rooms and services. However, in the process of booking rooms and hotels on the website, there may be overbooking online, but the hotel room is not enough. Therefore, hotel managers need to know and confirm online hotel information in a timely manner. So as to ensure the hotel’s customer credibility and other issues. In addition, with the development of digitalization, more and more hotels provide more benefits to customers. For example, customers can join hotel members, which can better affect customer loyalty to hotels.
For example, at Marriott Hotels, customers can join Marriott Group members online, customers can get more benefits by booking Marriott hotels, and enhance customer loyalty to the hotel. When customers choose hotel members, customers will learn more rights and interests according to the hotel’s website information, which will affect customers’ choice of hotels. In addition, hotel managers need to understand more customer information through customer feedback on the hotel and develop more detailed strategies for the digital development of the hotel. For example, for the Marriott Hotel, after booking a hotel room through the website and app, customers can check in and select a room online before checking in, thereby reducing the time spent by the customer.
Therefore, in the future, hotel managers can develop some digital strategies to reduce the waiting time of customers. For example, to reduce the long waiting time for customers, hotel managers can use specific software to provide customers with more convenient check-in procedures on any smartphone or tablet. This particular mobile platform allows bookings, checking room status, understanding room service and real-time room repairs. In the future, hotel managers can provide a more digital impact on hotel services, such as using artificial intelligence to provide customers with certain conveniences. For example, customers can use the smart mobile platform of the room to select the items they need and deliver them to the guest room through a smart robot. In addition, hotel managers can collect more information through big data to develop detailed development services for employees. This is because digital intelligent development can help hotel managers better measure and improve employee performance (PACE, 2018).
In conclusion, the digital economy is an important part of global economic development. Digitalization is also an important component of enterprise development. Therefore, for hotel managers, by understanding customer feedback on hotels, this can better help them understand the importance of digitalization and the digital economy in the development of hotels. On the other hand, hotel managers can understand the role of hotels in the digital economy in detail through big data, so as to develop detailed strategies for the future development of hotels. As the digital development of hotels is the rule that hotel managers must follow in the future. Therefore, hotel managers can understand the development of the hotel industry through digitalization through the development process of the digital economy.
Reference list
PACE Dimensions (2018). HospitalityNet: Essential capabilities for future-facing hotels. Received from https://pacedimensions.com/news-and-insights/hospitalitynet-essential-capabilities-future-facing-hotels/
Hotel Tech Report (2019). Digital transformation in the hotel industry. Received from https://hoteltechreport.com/news/digital-transformation
ADBInstitute (2018). Understanding the digital economy: what is it and how can it transform Asia? Received from https://www.adb.org/news/events/understanding-digital-economy-what-it-and-how-can-it-transform-asia
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