The purpose of this report is to provide a critical discussion about the disruptive technology and its use in the Australian hospitality industry. Disruption in technology refers to the phase under which the process of innovation is used to create new and efficient products and services in the market. Disruptive technology displaces the face of technology and changes it such a way that greater level of satisfaction is achieved to the people present in the industry. Further, the below mentioned report talks about the use of disruptive innovation or technology in the Australian Hotel and Hospitality industry. This industry is among those industries that rapidly need changes to attract customers and initiate sales (Tung, & Law, 2017). Australia is a country where companies and people are fond of using innovation and technology in daily basis activities, so it gives an ease to the company to grow and initiate sales in the target market. The report explains the impact, role and future trends in the field of disruptive innovation (mainly robotics) in the business. More details about the task are discussed below:
Impact of disruptive technology on Australian Hotel and Hospitality industry
It is keen to note that the hotel and hospitality industry is embracing use of digital products and technologies, in this industry; disruption is a way to engage the customers in the activities of the company. Further, it should be noted that this process is providing advantage to the company to grow and become efficient in the target market. Now days all work is done through technology which has somehow handicapped the hands of people. As now without using technology people are unable to initiate their regular day to activities as well. Further, it should be noted that changes in technology has diversified the scope of business for the Australian hotel and hospitality industry (Tham, 2016).
- Disruptive technology refers to the technology that helps people present in the society to become more competitive by using innovation in their business process. This type of technology significantly alter the ways in which people do their business activities and provides them an advantage to perform better with the use of competitive advantage present in the environment. Further, it should be noted that disruptive innovation not only cause good for the companies present in the hotel and hospitality industry but it negatively affects its growth as well (Bilgihan, & Nejad, 2015). Further below mentioned are a few impact of the innovation of robotic technology in the field of hotel and hospitality:
- Well, it should be noted that the robots facility is not much prevalent in the country Australia but it being widely used worldwide. The humanoid robots firstly reduce the workload and pressure that is received to the employees while holding a grand ceremony. This technology shares the work that is done by them that ultimately reduces the stress. Also now the management of the hotels need not do the regular repeated work by themselves. They can use the robot facilities for that (Murphy, Hofacker, & Gretzel, 2017).
- After understanding the use of robotics in this industry it should be noted that this aspect affects the industry in both positive as well as negative manner. Positive in ways that the use of robot facility reduces the workload of the employees in initiating the activities in the organization. The employees can now focus on implementing innovation in their activities apart from doing the routine day work. This feature also provides competitive advantage to organization in the hotel and hospitality industry. Further, it should also be noted that the use of robot prevents the mistake happening in the organization and it increase the satisfaction level of customers as well. As robots cannot perform mistakes like human does, thus, it results in providing better level of satisfaction to the customer retain them as well. Hotels can use these robots to provide room service to the customers (Ivanov, Webster, & Berezina, 2017).
- Critically reviewing this technology, it should be noted that robots do not have the feature to respond to the queries raised by people regarding the services of the organization. If the customers receive the room service from the humans then they can easily ask them to provide them services they like or tell them issues regarding the services. But they cannot complaint this issue with the robots as they are not designed to do so. Also, it should be noted that the robots do not understand the sentiments and emotions of the people that creates dissatisfaction in them (Chung, & Cakmak, 2018).
- Apart from that it should also be noted that although robots are not designed to do any mistake but they can perform activities that can affect the sentiments of the customers. As these room cleaner robots can discard papers kept anywhere in the room without noticing that they can be important for them. This can adversely affect the image of the hotels as the documents might be very important for people (Ivanov, & Webster, 2017).
- Lastly, the robot technology is too expensive to attain for the hotels and organizations present in hospitality industry. Not all organization can afford to buy this technology and use it in their business process. Resulting to which, the companies that have already attained a reputed position in the industry are using it and the organization that are struggling to retain there are losing its effect. Thus, this process is increasing discrimination in the society (Kuo, et. al., 2016).
Role of disruptive technology on Australian Hotel and Hospitality industry
This aspect is also increasing the satisfaction level of the customers present in the society. Further, it should be noted that the biggest role that disruptive innovation plays in this industry is that it has increased the scope of business for different companies and also provided more satisfaction to the customers present in the market (Volgger, et. al., 2018). In hotels, the services that were provided by the human resource of the company have now changed that phase by using innovation and adopting technology as well. Increasing technology also increased the expectation level of the customers present in the market that insisted the company to grow and help customers to perceive similar experience. The use of disruption helps the companies to provide ease to the customers while traveling alone, as many organizations have developed their websites that helps the people to locate themselves in different countries (Willie, et. al., 2017). The robotic facility is increasing the competence of the hotel and hospitality industry on a whole. Further, the role of this technology in this industry is discussed below:
- Distribution of work: Connie is the first ever robot that is used by the hotel Hilton to manage their services in the market. This robot is powered by IBM Watson with an aim to assist the people coming at the hotels. The use of robot facilities provides many more advantage to the organization. This robot uses the native language of people to interact with them and make it easy for people coming from different parts of world to interact with the organization and ask for their queries. People coming from China in France faces difficulty in communicating with the people and hiring a guide as well, the robot will help the organization in helping the people in traveling in different country. Thus, in this way work is not hampered and it is distributed easily in the organization. The robot gives a helping hand to the staff of the hotels that reduces their workload. Distribution of work helps the organization in organizing their business activities and diversifying their business (P?rez-Pineda, Alcaraz, & Col?n, 2017).
- Attract prospective clients: The disruptive technology of robot plays a significant role in attracting the clients in the organization. As the robots are not used by all organization present in the business environment due to which the organizations using this technology gains appreciation in the target market. The customers also like being treated by the robot in the hotels. Also, this facility is one of the major sources of entertainment for the organizations. Human robot interaction is hilarious as people can ask anything from them and they will reply it accordingly. The funny behavior of robots in the hotels attracts people in the industry as well. Thus, it should be noted that this type of innovation plays a major role in attracting the people and providing them satisfaction through their services as well (Healy, Nicholson, & Parker, 2017).
- Security: The robot facility in this industry also aims to increase the level of security in the organizations. Artificial Intelligence and robots assists the companies in security infrastructure by monitoring the premises for scrupulous activities and report any mishaps. The robots are called as the best security guards for organizations as in case of any mishap the robots cannot be destructive and they can save the people and their lives as well. The organization will not face any kind of human loss with this process. The robots are trained in such a way to waive the problems present in the environment and create a peaceful situation as well (Fleischmann, Daniel, & Welters, 2017).
- Critical data source: the robots collect and generate the information about the interest of the customers present in the society, their feedbacks and the performance of the employees in the society. These robots act a big mobile data collector as well. Thus, it should be noted that disruptive innovation helps the organization in assembling the information, analyzing them and using them in such a way the industry gains advantage on a whole.
Future Trends of disruptive technology on Australian Hotel and Hospitality industry
As discussed above that the Australia industry in changing it face day by day with the introduction of disruptive technology in the environment. Further, the future trends in this industry of Australia are discussed below:
- Robots: With the use of robots the industry has gained appreciation worldwide. Robots have started replacing recurring human activities like cleaning and room services. Robots are being used to communicate to people and entertain them as well. Use of robot will also increase the jobs in other industries as the companies need people to create the robots and manage their activities as well (Chai, et. al., 2017).
- Human-Robot Interaction: The robots in the environment would be easy to use and helpful for the people as well. Now the customers will not wait for the employees, then can easily call the robots and attain services from them. The robots will be designed in such a way that they can properly address all the issues of the customers and provide them services accordingly. The future robots would be designed in such a way that they understand the human emotions and work accordingly (Tolkach, Chon, & Xiao, 2016).
- Infrared sensors: Infrared scanners are now being used by the robots to minimize the disruption related to the housekeeping. Instead of using the do not disturb tags on doors or waking up the guests by cleaning staff. The companies are now starting to use the body heat detector feature inbuilt in robots that help them to know that the room is currently occupied and the staff should come later for further services (Riemer, K., et. al., 2015).
Thus, in the limelight of above mentioned events it should be noted that the hotel and hospitality industry is changeable in nature. The organizations need to be competitive on a regular basis so as to increase their competitive advantage. If an organization adequately uses disruption in their business then it will gain success in the target market. Further, it should be noted that robotic technology affected positively as well as negatively in the activities of the organizations present in the environment. However the responses of such activities to the people remained positive. As the country Australia is highly qualified in the field of innovation and technology so the companies should focus on the above mentioned trends to sustain their competence present in the environment. Lastly, robotics technology in disruption plays a major role in the growth of this industry in the Australian industry of hotel and hospitality.
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