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Introduction to StayTogether hotel chain

Question:

Discuss about the StayTogether Business Report.

Ten different hotels have decided to collaborate with each other to carry out the business through a combined hotel chain which has been termed as StayTogether.  There is a lot of market pressure that is applied on the low priced hotel accommodations and it is because of this reason that such a decision has been taken up. It has been decided by the management that a single site will be used for performing the business activities. The document is a business report that has been written for StayTogether and covers the several IT and IS issues that may be associated with it. There are suggestions included to follow strategies that may attract new customers. 

  • The hotel chain will initiate a loyalty programme that will be focused upon the customers and will include the schemes and benefits covering free transport for airports, no charges for parking and likewise (Orlitzky, 2015).
  • The room charges that have been listed will include buffet breakfast and dinner from the standard options. It will provide the opportunity to the owners to earn a little extra for per guest (McBurney, 2015).
  • A contract has already been created among the low priced accommodations that are coming together with each other for performing business activities
  • The web site through which the customer will be allowed to book the rooms, check availability etc is already in place
  • Decision on the distribution of the profits that will be earned by the hotel chain has been taken (Popp, 2017).
  • The overall project will be accomplished in the budget that has been estimated for it.
  • The overall project will be accomplished in the schedule that has been estimated for it.
  • The resources that are engaged and have been included in the project team have the adequate set of skills to fulfill their roles and perform the duties that are assigned to them.

Information Technology (IT) and Information System (IS) are the terms that are usually believed to have same meaning. However, it is not true and the two terms are different with each other and have a different meaning as well.

Information System (IS) is a term that is mainly focused and associated with the information quality along with its availability. There are numerous operations that are performed on the information such as its storage, handling, management and many others. Complete management of information is included under IS and the related problems are treated as IS issues. Any of the gaps that may be present during the communication and transfer of information will also be included as IS issues (El-Awad, 2017).

Information Technology (IT) is a term that is focused upon the technical infrastructure along with the management of the same. There are several technologies that are used in case of an information structure. Also, there is a constant phase of improvement and search for a new technology that keeps on going. Compatibility of the technologies with each other and with the system is included under IT issues (Bruni, 2014).

StayTogether will be associated with many IS issues and these issues may have varying degree of consequences as well.

  • The web site that will be created for StayTogether along with the database will introduce several attacks on the information which are summarized below.
    • Confidentiality Attacks

There will be lot of information that will be associated with the website of the hotel chain which will comprise of the details of all the customers along with their payment and travel details. Details of the third parties will also be present in the website which may be attacked by the attackers which will impact the confidentiality of the information.

  • Integrity Attacks

Information integrity will play a significant role which may be impacted in this case due to the emergence of the integrity attacks such as alteration of the messages that are exchanged or modification of the media (Chasserio, 2014).

  • Availability Attacks

Information availability will be desired by the users at all times and the availability may be impacted because of the attacks on the same.

  • Performance may be impacted due to the incorrect or inadequate adherence to the quality standards.
  • There are many entities that are involved with the hotel chain in terms of the owners, partners, customers and many more. It will be necessary to maintain communication between all to have great levels of transparency involved. In absence of the same, there will be many risks and attacks that will come up.

Occurrence of the IS issues that have been summarized above will have some sever consequences and impacts. Customer trust will be impacted as their information and details will be affected. Customer engagement along with the reputation of the brand in the market will also have to suffer. The competitors will also take advantage of the situation because of the occurrence of these IS issues.

Differentiation between IT and IS and their importance for StayTogether

StayTogether will be associated with many IT issues and these issues may have varying degree of consequences as well.

  • Technical failure and faults in association with the tools and equipment is a common phenomenon. There are several tools and equipment that will be used in case of StayTogether in terms of hardware, systems and networking tools. Any faults in any of these tools will create problems (Antunes, 2014).
  • There are several entities that are associated with the hotel chain in terms of internal as well as external systems along with various components and sub-components that need to be integrated together in order to make sure that the overall functioning is carried out efficiently. In case of absence of integration or required level of collaboration, there will be significant problems that will rise (Secundo, 2017).

Repeated frequency of the IT issues that have been summarized above will have some sever consequences and impacts. Customer trust will be impacted as their information and details will be affected. Customer engagement along with the reputation of the brand in the market will also have to suffer. The competitors will also take advantage of the situation because of the occurrence of these IT issues (Fengel, 2014).

There are strategies that may be adapted to make sure that the customer base is enhanced and there are new customers that get engaged with the hotel chain. The primary motive of setting up StayTogether to earn increased profits and revenues which will be made possible only when the customers will be increased and there will be higher levels of satisfaction among the customers.

  • New users, first time users and the ones that have not registered with the hotel chain earlier shall be provided with exciting offers along with discounts to develop an engagement with the customers and enhance the customer base that is associated with StayTogether.
  • Social media networking along with social media integration is one of the easiest and much in demand platform that may be used to reach out to the large number of customers. There shall be company accounts created on platforms such as Instagram and Facebook and social media marketing shall be carried out through these platforms. It will allow a large customer base to get to know about the hotel chain along with its offerings.
  • It shall be made a regular practice that market analysis and market study shall be carried out to understand the trends associated with the hotel industry along with the general expectations and preferences of the customers involved. It will provide an opportunity to create a marketing strategy in accordance with the demands and expectation of the customers (Wamba, 2017).
  • Customers in the current era look for new and improved payment systems through all the online portals and platforms. The website that is set up for StayTogether shall incorporate the online payment modes along with the option to pay through the use of e-wallets. There are additional discounts that are offered by these electronic wallets which will be made available to the customers. The hotel chain shall collaborate with one or more e-wallet companies to offer better deals and attract more customers.
  • There shall be alerts sent to the emails and contact numbers of the users so that they may get to know and spread the word about the new offerings and deals (Brocke, 2014).

There will be newer business opportunities that are created in the market with each passing second and it is essential to have an idea of how to expand the business and create new values out of the same. Some of the new business opportunities that may be created for StayTogether have been summarized below.

  • StayTogether shall look to collaborate and contact the city tour services that are available in almost all the cities. It will allow them to provide their customer with the desired itinerary for the place they will be visiting which will allow them to experience and fulfill the entire set of requirements from a single portal only.
  • Transportation is an important factor that plays a significant role when an individual or a group thinks of traveling to a particular place. StayTogether shall also collaborate with a transport agency to allow the customers to book their desired mode of transport in a particular city so that they have everything ready in advance (Giudice, 2016).
  • Business Intelligence has allowed the business owners and experts to enhance the business activities that are carried out through the medium of the same. StayTogether may also make use of the technologies such as data analytics and mining to understand and study the customer behavior and preferences to offer better services.
  • Frequent customers shall be treated with special offerings and deals as compared to the in-frequent and ordinary customers. It will allow the hotel chain to enhance their customer relationship and customer engagement (Ferretti, 2016).

Travel industry along with hotel industry has witnessed some of the major transformations in the recent years. The collaboration of hotel chains together to give rise to StayTogether is an example of the latest transformations that are taking place in which the primary motive is to offer best in-class services to the customers and to keep their levels of satisfaction at an all time high. It is necessary to include the element of innovation and experimentation at all times to make sure that there is always something new and exciting to offer to enhance the bond between the business side and the customers.

Conclusion

StayTogether is made up of the collaboration of ten hotel chains with each other that have agreed to perform business together. There are a lot many changed that are happening in the field of travel, tourism and hotel industry. It is necessary to make sure that these changes and adapted and reflected in such a manner that the demands and expectations of the customers are met at all times. It is also necessary to make sure that there are mechanisms ready to avoid the IT and IS issues that may be associated with the hotel chain. The issues can be avoided with the aid of enhanced management along with enhanced administration. The management must make sure that there are reviews and validations carried out at regular intervals to avoid the issues around performance, quality and availability. Also, there must be steps taken towards the enhancement of the technical and security infrastructure to avoid the related issues and threats. It is necessary for StayTogether to have a collaborated back-end to integrate all of the systems and the components together as a single unit.

References

Antunes, A. (2014). MUVE IT: reduce the friction in business processes, 20(4), 571-597. https://dx.doi.org/10.1108/BPMJ-07-2013-0093

Brocke, J. (2014). Ten principles of good business process management, 20(4), 530-548. https://dx.doi.org/10.1108/BPMJ-06-2013-0074

Bruni, A. (2014). Entrepreneuring together: his and her stories. International Journal Of Entrepreneurial Behavior & Research, 20(2), 108-127. https://dx.doi.org/10.1108/IJEBR-12-2011-0187

Chasserio, S. (2014). When entrepreneurial identity meets multiple social identities: Interplays and identity work of women entrepreneurs, 20(2), 128-154. https://dx.doi.org/10.1108/IJEBR-11-2011-0157

El-Awad, Z. (2017). Entrepreneurial learning and innovation: The critical role of team-level learning for the evolution of innovation capabilities in technology-based ventures, 23(3), 381-405. https://dx.doi.org/10.1108/IJEBR-06-2016-0177

Fengel, J. (2014). Semantic technologies for aligning heterogeneous business process models, 20(4), 549-570. https://dx.doi.org/10.1108/BPMJ-07-2013-0085

Ferretti, M. (2016). Internet of Things and business processes redesign in seaports: The case of Hamburg, 22(2). https://dx.doi.org/10.1108/BPMJ-05-2015-0079

Giudice, M. (2016). Discovering the Internet of Things (IoT) within the business process management: A literature review on technological revitalization, 22(2), 263-270. https://dx.doi.org/10.1108/BPMJ-12-2015-0173

McBurney, P. (2015). The Knowledge Engineering Review. Retrieved from https://www-cambridge-org.ezproxy.csu.edu.au/core/journals/knowledge-engineering-review

Orlitzky, M. (2015). The politics of corporate social responsibility or: why Milton Friedman has been right all along, 1(1), 5-29. https://dx.doi.org/10.1108/ASR-06-2015-0004

Popp, A. (2017). Enterprise & Society. Retrieved from https://www-cambridge-org.ezproxy.csu.edu.au/core/journals/enterprise-and-society

Secundo, G. (2017). Entrepreneurial learning dynamics in knowledge-intensive enterprises, 23(3), 366-380. https://dx.doi.org/10.1108/IJEBR-01-2017-0020

Wamba, S. (2017). Big data analytics and business process innovation. Business Process Management, 23(3). https://dx.doi.org/10.1108/BPMJ-02-2017-0046

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