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ECOM6029 E-Business Transformation Oz Assignment
The emergence of technology globally has transformed the way businesses are operating and conducting their daily business deals. Companies leverage on technology in the process of promoting better business services to the clients. The cultural, technological and traditional business models created barriers to the ability of the organization behaviour in delivering better services to the consumers. The development of the e-business model is transforming the way the hotel industry is transacting its business. Hilton and Travelodge are some of the hotels that have promoted increased business success in the market. Customers seek services from companies that are efficient and convenient. Today, clients can book rooms online and access their rooms without the check-ins. The business environment is ever-changing, and globalization drives the need for such demands in the hospitality industry. This approach changes the way respective businesses are disseminating information and deliver services to the customers.
What is E-business?
There is no universal definition of the term e-business. However, this can be explained as the process whereby a company conducts its business through the internet. In this case, a firm can use software such as ERP to do its business. The business environment keeps advancing, and there is demand for a more responsive business strategy which will ensure that the companies can compete effectively and match the levels of prevailing market competition (Chiu, Wang, Fang, & Huang, 2014). E-business offer solution serving the customers better than its competitors.
E-Business in Hilton Hotels
Hilton Hotels adopts e-business as a competitive strategy in the market. The desire and demand to enter into new markets mean that the company must engage in robust means of doing business. The technology-driven technique offers a competitive advantage that will ensure that Hilton serves the needs of the clients. The mission of Hilton Hotels is to create a high level of customer experience, remain hospitable and create value for its owners. The realization of this mission can only be made possible by use of competitive e-business strategies.
Hilton has an online platform that offers the clients to book their rooms online from wherever they are across the globe. This is the levels of efficiency sought by the clients and offers the firm a competitive edge (Gazzoli, Gon Kim, & Palakurthi, 2008). When a client can book its room online, then the make reservations after deposit is made. The online services allow the consumers to access and book their rooms before their official arrival. This is a strategy that is used by many companies within the hospitality industry as a way of delivering better services to customers. The booking room is about $112 per night but does vary depending on the location.
Hilton Digital Key
Hilton developed an application which is used as a digital key to access rooms. According to Hilton management, this has led to a rise in the room booking of about 20%. This is a plan and competitive strategy that enables the firm to offer the clients a high-quality customer experience (Ilyse. 2017). This is a key that allows the clients of Hilton Hotels to access their rooms without any assistance as a well as any other parts of need within the hotels. This is a loyalty program that aims at flexing the services its clients receive (Chen, Hsu, & Wu, 2012). Statistics show that the firm has a customer base of about 66 million clients and over 5,000 hotels globally. This is a strategy that increases the presence of the firm in the market.
1. Ilyse. L. (2017, September 20). Hilton Digital Mobile App
2. Retrieved from https://digiday.com/marketing/hilton-gets-20-percent-bookings-mobile-app/
E-Business in Travelodge Hotels
This is another giant hotel found across the world. Travelodge has over 4,000 hotels across the world. The realization of innovative e-business pushes its flourish in Europe (Bailey, Shaw, & Williams, 2012). However, as opposed to Hilton Hotels, this entity does not have the online key that can allow its customers to have access to their rooms. This is one of the undersides of Travelodge regarding increasing the levels of customer experience. The technological advancement also drives the business growth in the hospitality industry (Shaw, Bailey, & Williams, 2011). There is a rising demand for customized products development and services as customers are fully aware of what is happening in the market.
Travelodge Online Bookings
The advancement of hospitality to the online platform is creating stiff competition for all companies operating in this industry. Travelodge offers an opportunity for its clients to make online bookings before their actual arrivals. This is similar to Hilton Hotels. Travelodge Hotels customers can sign up and state the day and time that they will check in and at that time that they will check out. This is a strategy that offers the firm the opportunity to offer customers the best services ever. When making the bookings, the customers can select some of the options available base on their preferences. This is a strategy that is used by various companies in a bid to ensure that it can serve the needs of the various class of clients in the market (Tooke-Marchant, 2015).
Travelodge and Hilton Affiliate Networking Programs
In a bid to increase the customer space, these firms have engaged in affiliate programs which help these firms to reach out to various geographical of clients (Emener, 2008). These hotels adopt these programs as a way of ensuring that its products and services are known globally. For example, Hilton has a networking program that makes sure that its services are displayed on various websites thus increasing its publicity. Travelodge networking approach pays commission for its affiliate as one way of promoting its brand in the market.
The levels of competition in the hospitality industry require companies to innovate new ways of doing business in the market. The uniqueness of the services in the market will steer a firm ahead of its competitors. Hilton Hotels adopted the collaborative technology as a way of offering its customers the best experience that they could desire. The world is fast moving, and there is a new crop of products and services that the clients demand from the players in the hospitality. For companies to remain competitive in the industry, then e-business must be integrated into all of its operations.
1. Bailey, A. R., Shaw, G., & Williams, A. L. (2012). Uncovering innovation processes in the hotel industry.
2. Chen, K. Y., Hsu, Y. L., & Wu, C. C. (2012). Mobile phone applications as innovative marketing tools for hotels. International Journal of Organizational Innovation (Online), 5(2), 116.
3. Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e?commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
4. Emener, B. J. (2008). 7 INNOVATIVE MARKETING FOR THE PARALYMPICS. The Paralympic Games: Empowerment Or Side Show?, 1, 79.
5. Gazzoli, G., Gon Kim, W., & Palakurthi, R. (2008). Online distribution strategies and competition: are the global hotel companies getting it right?. International Journal of Contemporary Hospitality Management, 20(4), 375-387.
6. Ilyse. L. (2017, September 20). Hilton Digital Mobile App
7. Retrieved from https://digiday.com/marketing/hilton-gets-20-percent-bookings-mobile-app/
8. Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism risk management: Examples from the hotel industry. Tourism Management, 32(2), 207-214.
9. Tooke-Marchant, R. (2015). Online travel agents (OTAs) and their dominance of search engine results: Can independent hotels compete?. Journal of direct, data and digital Marketing Practice, 16(3), 154-156.