innovation assignment: ServiceConcept for Hospitality Industry in 2030

Question

Task: You should develop a ‘service concept’ relating to trends or issues of significance to the field of the service industry. The challenge is to come up with ‘something new’ for your industry. This ‘something new” should be founded in trends, developments and issues the industries will meet in the future. You are required to prepare a report on innovation assignment and critically research this issue and show your mastery of the identified issue. You should explain your topic, why it is important and the likely impacts of this concept on the contemporary and future service industry.

Answer

Introduction
The concept for 2030
As per the view of Coccia, (2018, p. 31), with the advancement of science and technology, this world is changing rapidly. In this era, if this much growing change can be observed, then anyone can get rough ideas regarding what kind of innovative world is waiting for mankind in 2030. Maybe not the same kind of world can be found just what can be seen in science fiction movies within 2030, but still somewhere near to that extent can be expected during that period of time. Technology is known to be advanced a lot of times more than that of now. As opined by Azar and Ciabuschi, (2017, p. 331), great things come with both positive and negative sides, hence it can be expected that advancement can be brought to both sides as well.

Although it is also true that, predicting the future is very difficult. However, some organizations like the World Economic Forum as well as some individuals like Bill Gates, Elon Musk and similar others have stated that the world might change within 2030, changing the lifestyle of every one with the innovative tools. Increasing urbanization, random climatic change, global access to the internet are some of the probable reasons behind the change of the society. In the year of 2017, Japan had already released a blueprint named “society 5.0”, in which they have mentioned how they can be even more advanced in respect to their technology and other digital tools(Martín-Rios and Ciobanu, 2019, p.218).

The steady growth of digital technologies can transform some industries like health, manufacturing, agriculture, mobility and energy. As per the view of D'Attoma and Leva, (2020, p. 80),some physicists have envisioned a future where every inch of the Earth is spanned by satellite networks and the usage of artificial intelligence might become more common. Softbank has already invested $93 billion on indoor farming and autonomous vehicle industries in the name of their Vision Fund. Most of the organizations of different countries are looking forward to a complete digital world. As mentioned by Höflingeret al., (2018, p. 31), Japan has started the use of robotics in their operation. Japan is one of the robot-integrated economy in the globe. Most of the hospitality companies in Japan implement this system of automation, through robots, for improving the service quality of the organization.

Operational context of the concept
The world is changing rapidly along with the process of innovation. With the advancement of science, most of the changes have been found in the sector. Scientists across the whole world are continuously researching to find different ways to improve technologies even more. Among all of the innovative ideas, robotics is the most interesting part, which is blooming gradually. According to the view of Cancinoet al., (2018, p. 40), the usage of robots and the idea of their working mechanism can be found in many science fiction movies, but the rising question is: ‘Is this really possible to be in a world with robots?’. The answer is ‘yes’. Scientists have already started inventing different kinds of robots and are still trying their best to improve their usage and give them the skills like human beings with the help of artificial intelligence. The hotel industry across the world should use robots in their room service operation so as to deliver fast services. The prompt and leisure services are being desired by the customers. Although, the service cost may be raised but the prompt service can be possible to achieve. Application of artificial intelligence systems within the room service department of the hospitality sector reduces chances of human errors, increases the efficiency of services as well as the lag time in response is reduced and thus, increases the satisfaction quotient of the customers.

The invention of robots started with the invention of the very first humanoid robot, Sophia. This robot was first built by a Hong-Kong based robotic company named, Hanson Robotics, in the year of 2016. As per the view of Lin and Zhu, (2019, p. 670),Scientists are very much positive about the world with robots. According to many researchers, robots can make the lifestyle of human beings easier. Using robotic technologies can affect positively to both the people and environment as well.

Robots can do almost all the work in a better way and more accurately. The quality of human life can be totally changed due to the introduction of robots in the life of human beings. In respect to both the long and short term of policies, productivity can also be increased, resulting in more flexible natured works, scheduled per week. As per the view of Yi and Xiao-li, (2018, p. 31), the usage of computer-based new automations can make people feel bored in their workplace, causing job dissatisfaction, which is a major concern to the functional and management department. Though having the complex skills, robots can do complex work for the people, making their life easier(Filimonau and Naumova, 2020, p.102).

The Hospitality industry can imply the usage of robots in their respective hotels and resorts. Innovation is the best policy in order to grow a business by attracting more customers towards them. Hence, the hospitality industry is known to be changed with the change of the world in respect to modernization, by implementing the use of robots more, instead of the presence of human workers. They are basically focussing on the use of advanced technologies. The customers have to pay more for the leisure services but they can enjoy the services in a better way.Though the initial investments made by the company is high, the returns on investment are very high, which makes taking the risk worth the investment. In the present pandemic situations, when avoiding human contact is the norm, introduction of robots would help in providing seamless operations without any human contact with the guests. Implementing robots within room service department would help in collecting the orders and catering to the same in an efficient fashion, while avoiding any human errors and thus, boosting customer satisfaction.

Trends and development
Overview of relevant macro trends and developments
There are some external factors, which affect the hospitality industry. With the change of the whole world, along with the technological changes, the external factors are also continuously changing, forcing the respective industry also to keep changing in an innovative way to stand in the field of competition steadily. As stated by Mejia, (2019, p.538), these external or macro trends can affect the hospitality industry in both positive and negative ways. Hotel industry is an important industry in the field of economy, through which governments of different regions are gaining a lump sum amount of profit. This industry has their global effect, as this is connected in a core way to the tourist and travel industry as well. Although there are a variety of factors which affect the hotel industries, these factors cannot concentrate over just a single country. This is because the clients of the hotels can be from any country from the whole world, not only from that particular country, where the hotel or resort is situated. As per the view of Zhang et al.,(2019, p. 495),With the rise of the digital tools, people from the entire world can find their desired hotel and get connected to them. Political and economic factors, among the other macro factors, affect the hotel industry the most, as they are directly connected to the place where the hotel is situated.

Climatic change: unstable or unpredictable weather can hamper the business of the hotel industry, as the cool or warm climate can directly affect their guests and their wish to stay at a single place for long. In order to fight against these unfavourable conditions, the hotel industry has to change their infrastructure with the help of modern technologies. The four seasoned travel strategy can be implemented by the providers within mountainous areas to their guests. With the help of artificial intelligence, the advanced temperature controlling machines can control the room temperature of the hotels, by measuring the temperature of the outer environment.

Green policies: All the business organizations are feeling a pressure from not only the government, but also from the environment concerned public, in order to maintain their social responsibilities under the CSR Act. The conservation of energy and water can also be included within the matter. By measuring the intensity of the pressure, the hotels and resorts are not focusing on the conservation of non-renewable energies, during the time of making their respective accommodation. In this way, they can also share an eco-friendly accommodation with their valuable guests, by using energy-efficient appliances and light bulbs. Restaurants can reduce their waste on a daily basis, by donating them to their respective food pantries near them. Hospitality industry can adapt these steps to make more profits, by attracting more customers towards them(Cismaru and Iunius, 2020, p.263).

Disruptive forces: The introduction of travel booking online companies has changed the method of travel and booking system. The youngsters are now more likely to search hotels near their destined places, choose a hotel after reading the reviews on the visited website and book a hotel online as well. To face this kind of challenge, the hotel industry should tie up with online hotel booking services, in order to be found online as well and also to reach more customers.

Costing: In order to serve every kind of customer, an ideal business organization should make their costing or price list, by looking at the pocket of their customers. Nowadays, people wish for such kinds of products and services, which are cheap, but also of good quality. Customers now want to get the best products at great deals. So, by keeping this in mind, the hotel industry is now making the cost of their accommodations pocket friendly, after doing a good market research, in order to stay steady in the relevant field by gaining a certain amount of profit and also to attract more customers towards them as well(Yang et al., 2020, 211).

Economic uncertainty: Although the hotel industry is a fast growing sector, it does not have any certain income. The income of the hotel industry is directly proportional to the number of visited guests; hence they are totally dependent on both the customers and travellers. The loss of jobs, reduction of income and some similar events resist the would-be travellers to travel and visit new places and make them stick to the near places to their respective homes and cut down extra expenditures. In order to face this kind of challenge, hotels and resorts have to reduce their prices and come out with some lucrative offers to attract customers towards them.

Future impact within the operations of the service industry
In the current era of the developing world, changes are very much necessary to stand steady in the recent competitive market. So, by observing the vast changes in respect to the advancement of science and technologies, the hotel industry is also focusing on the technological innovation within their sector.

As opined by Kuoet al., (2017), the Hospitality industry is now thinking to implement the usage of robots in their respective hotels and resorts. Innovation is the best policy in order to grow a business by attracting more customers towards them. Hence, the hospitality industry is trying to be changed with the change of the world in respect to modernization, by implementing the use of robots more, instead of the presence of human workers. They are basically focussing on the use of advanced technologies(Goh and Jie, 2019, p.126).

Robots can be very much handy to the hotel industries. This is one of the best innovative ideas; any organization can come out with. The concept as well as the presence of robots can only be found in some science fiction movies, but it can really be great, if human beings can work with the robots side by side. Thinking of getting services from the robots can fascinate the customers and insist them to visit those robots using places at least for once. Hence, it is one of the most fascinating concepts; the hospital industry can come out with in 2030.

Besides using robots, the hotel industry can use some other technologies to be a tough competitor for the others. For instance, they have already started using big data. As stated by Belancheet al., (2020, p. 12),Big data helps them a lot not only to calculate their expenditures, but also helps them to track their competitors’ steps, which helps them to improve their previous strategy and comes out with a new and better one. This tool helps the hotel to track down the customers’ records, which can become handy for them in future. Moreover, the hotel industry is also thinking of using automatic open and close doors with the help of sensing machines placed within them and also adapting the artificial intelligence in order to make voice command systems for the electronic gadgets as well.

Concept development
Relation of the concept with the identified trends and future impact
Macro trends are some of the external factors which affect almost all the industries, and the hospitality industry is not an exceptional one. Macro trends affect this sector, by affecting their performances in many ways as well. On the other hand, to stand steadily against the changes due to the advancement of science and technologies, the hotel industry has started adapting some technological changes, which not only helps them to innovate their sector, but also helps them deal with the challenges due to the macro trends as well. The technological innovations have a strong impact on this industry on the basis of the future, nearly in 2030.

As opined by Morozovet al., (2020, p.393), the technological changes can help the hotel industry to deal with the climatic change. With the help of artificial intelligence, the advanced temperature controlling machines can control the room temperature of the hotels, by measuring the temperature of the outer environment. Hence, the guests or travellers can stay within the hotel in a comfortable situation for a long time, in spite of having an unfavourable climatic condition outside. Besides this, with the help of artificial intelligence, it can help to make such kind of electronic appliances, which can be operated by voice commands. This can also be a fascinating technological innovative system, introduced by the hotel industry.

As stated by Ivanovet al., (2018, p. 30), all the business organizations are feeling a pressure from not only the government, but also from the environment concerned public, in order to maintain their social responsibilities under the corporate social responsibility or CSR Act. The conservation of energy and water can also be included within the matter. By observing the gravity of the situation, the hotel industry is known to use green or renewable energies which are environment friendly as well as cost effective. They can also share an eco-friendly accommodation with their valuable guests, by using energy-efficient appliances and light bulbs. However, to buy those kinds of advanced electric appliances, quite a huge amount will be required to spend, which is a matter of concern for the hotel owners indeed. Besides these, on an average every day, a lot of waste remains within restaurants. By introducing robots within restaurants, they can help to clean up the mess and act as dustbin as well, which can help the restaurant workers to make the place well cleaned within a short period of time.

The introduction of travel booking online companies has changed the method of travel and booking system. The youngsters are now more likely to search hotels near their destined places, choose a hotel after reading the reviews on the visited website and book a hotel online as well. To face the challenges regarding the advancement of the digital world, the hotel industry is now thinking to use big data and data analysis tools as well. Big data not only helps the industry to calculate their expenditures on a daily basis, but also helps to track down the movement of their competitors and provide them the information on the basis of the analysis. Thus with the help of the provided data, the industry can improve their initial strategy and can come out with a new and improved plan. In this digital world, with the increasing usage of the internet, the hotel industry is also adapting the strategy of digital marketing with the help of online analytical tools, like Google analytics, and similar others(Nurunnabiet al., 2020, p.363).

Furthermore, there is no doubt about the implementation of the robotic concept within the hotel industry, but there is also a negative effect of this as well. If the hotel industry implements the robots within the hotels, resorts and restaurants, which might take the place of human employees and serve the guests of the accommodations at their respective places, the hotel industry has to terminate the human employees for this reason. This might affect the employment system, causing an increased number of unemployment. ?

Implications of the concept within the service industry
The world is changing rapidly along with the process of innovation. With the advancement of science, most of the changes have been found in the sector. Scientists across the whole world are continuously researching to find different ways to improve technologies even more. Among all of the innovative ideas, robotics is the most interesting part, which is blooming gradually. Scientists have already started inventing different kinds of robots and are still trying their best to improve their usage and give them the skills like human beings with the help of artificial intelligence. According to Jarman-Walsh (2018, p.199), the hospitality industry is known to be changed with the change of the world in respect to modernization, by implementing the use of robots more, instead of the presence of human workers. The emergence of Robots might be a very fascinating trend within the hotel industry. The implementation of the concept of robotics is not so far in the future. Japan is the example of this; they have proved it that the implementation of robots cannot be limited within science fiction films only anymore.

The Henn-na hotel, based in Japan is the first hotel in the whole world, whose entire staff are robots. In the coming future, that’ also within the year of 2030, robots can be seen in more or less every hotel, taking over the front-desk activities, giving services to the guests. Besides these, the robots of that time may be able to use speech recognition systems and by using artificial intelligence(AI), they might also be able to respond to the queries of the guests as well. The chat functionality as well as AI might be equipped within the robots of that time. Not only these, they also might use big data and the collision detecting system also might be implanted within them(Breda et al., 2019, p.139).

Conclusion
Feasibility along with the success and failed factors for the respective concept Every new concept has their own positive sides and the negative sides as well, and the introduction of the technology changes, including the concept of robotics and similar others within the hospitality industry is not an exception at all.

Benefits
The introduction of robots within the hospitality industry might bring many positive sides. The robots may take over the front desk and interact with the customers. With the help of artificial intelligence implanted within them, they might be able to solve all the queries of the customers. They might serve the guests directly, which can fascinate the customers as well. Robots can deliver the room services to the respective rooms of all clients, which can significantly reduce the costs of the hotels also. The clients might enjoy their privacy even more. In hotels, robots can be appointed as bartenders, which might prepare and serve drinks within a few minutes.

Limitations
If the hotel industry implements the robots within the hotels, resorts and restaurants, which might take the place of human employees and serve the guests of the accommodations at their respective places, the hotel industry has to terminate the human employees for this reason. This might affect the employment system, causing an increased number of unemployment. People might become totally dependent on the robots, which can also become a cause of lack of physical fitness as well. ?

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