Developing Hospitality Strategy for Briggate Hotel Assignment Sample

Developing Hospitality Strategy Assignment Sample

Introduction of Developing Hospitality Strategy for Briggate Hotel

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Hospitality tends to mean extending a welcome to the tourists or offering a home away from the home. Further, Hospitality businesses would provide customers with positive experiments and will tend to reap the assistance of higher client retention areas contrasting to their complements their contribution less enjoyable experiments. Hospitality is also for the business since it would inspire conceivable client reviews. The goal of the hotel industry is to provide guests with that kind of experience. That providing each client with individualized attention is essential, whether their sense of fulfilment comes from a filling dinner, relaxing in a luxurious spa, or obtaining a good night’s sleep while travelling.

In 2019, the hotel sector made up $59.3 billion, or roughly 3%, of the UK’s overall economic output. The hotel industry has created 3-5 per cent of all businesses in every country and region. In the three months before March 2020, the hospitality sector globally employed 2.53 billion people or 7.1% of all employment. The hotel industry employs fewer young people, people from foreign countries, people who work in the service sector, and people who are from minority ethnic groups than certain other industries. The median minimum wage in the tourism sector is lower than that of other sectors. This report will highlight the Small and Medium Enterprises. Further, it will also overview the overview of Briggate Hotel. Further, Pestle and BCG matrices will be used to analyze the preferred technologies. Further three technologies that were chosen were AI, In house IoT, and Chatbots. Further, the likely impact of one of these technologies in this hotel will be analyzed with the action plan.

Discussion

Defining SME

When describing businesses and other organizations that fall between the size of a “one-room workplace” and a larger corporation, the phrase “Micro-businesses,” also known as “SMEs,” is helpful. Recently, small and mid-sized business owners (SMEs) are realizing the need for digital marketing as industries migrate to digital channels in order to successfully respond to and participate in the new baseline. Companies are quite familiar with the concept of online marketing for smaller enterprises. Further, Small and medium-sized businesses (SMEs) are autonomous, adaptable corporations with fewer employees than a predetermined threshold. The figures differ across nations. By far, 250 employees is the upper limit for what constitutes an SME in the European Union. While most countries put the threshold at 200, the US considers enterprises with less than five employees to be SMEs.

Micro-enterprises typically have a minimum of 10, and possibly as little as 5, employees, whereas small businesses are often those with less than 50 employees. The definition of an SME includes Treasury bonds. On “January 1st, 2005”, a definition became official in the European Union. It applies to all government assistance policies, initiatives, and programs that benefit SMEs. can obtain more federal and state assistance than big businesses. The revised definition raises the financial threshold values to 50 million euros for medium-sized organizations with 50–249 workers, 10 million euros for smaller businesses with 50–99 employees, and 2 million euros for micro businesses (less than 10 employees). The majority of businesses are small and medium-sized enterprises (SMEs), and they have a significant impact on the expansion of the global economy and the generation of new jobs. Around 90% of enterprises and much over 50% of all employees globally are under their control. Up to 40% of the economic production in emerging countries is produced by formal SMEs (GDP).

Briggate Hotel

With a variety of creatively decorated rooms to suit your needs, Briggate Boutique is ideally located at the heart of Leeds City, only steps from Leeds Train Station. The vibrant neighbourhood nightlife is not far from where we are. Three levels up and across from Club Fibre lies the renowned theatre bar and viaduct show bar. If guests are in the city to shop, Briggate, the Trinity retail area, and the new Victoria Gate complex are all reachable on foot from our location. Currently, around 16 rooms have been serviced for the Briggate hotel. Further, Briggate Hotel has a special luxury service for guests named “The Bells” which is a small group of five-star luxury rental flats that combine the independence and solitude of living in an apartment with the inviting atmosphere of a boutique hotel. They include creative décor. With superb dining, drinking, and shopping options just outside your door, The Bells is without a doubt the best place to stay when exploring Leeds. It is only ten minutes from the Leeds railway station. Our stylish and modern apartment complexes are ideal for business travellers and tourists who want more from their stay. What makes a completely furnished house enticing is the freedom that comes with living in a “second home” where everything is available. One of the things guests notice as soon as you walk into their service apartments in space. Some services are available space with special pet-friendly rooms, Amora holiday, cinema Spa and many more.

External Analysis

PESTLE Analysis

This portion will tend to study the Pestle which is an external factor (Political, Economic, sociological, technological, legal, and environmental) that influences the hospitality industry. It may be used in many different situations to assist senior executives and human resource specialists in reaching strategic choices.It may be used in many different situations to assist senior executives and human resource specialists in reaching strategic choices.

Political

The federal government has strong regulations governing the hotel industry. For instance, if the political party in power imposes a travel restriction, the tourism and hospitality businesses may immediately suffer. With only one disastrous choice, a country may lose the vast bulk of its GDP.

The hotel sector will gain from tax reform.

Another subject over which the government has control is taxes. A US tax adjustment that lowers the taxes that hotels are required to pay could be advantageous to the industry as a whole. With the money they save, high-end and opulent hotels can opt to add more rooms.

Prior to the actual presidential elections, dread

Since the state has a significant impact on their business, many hotels are on high alert during election season.

Economical

Of all the industries affected by the outbreak, the hotel industry had the greatest financial losses. There were considerable production losses during times of public health restrictions. When the economic crisis peaked in April 2020, the production of the food and lodging industries was 90 percent lower or earlier. 2020 February.

Investment is expected to rise significantly

The hotel industry is one of the best investment prospects, especially in the US. A faster growth rate is anticipated through 2020 and maybe beyond.

The benefits of business cycles

The economy has an impact on all industries, but the hospitality sector is among the most fragile. Since financial difficulties are the first to affect it, it rises at first. If it is successful will depend on a number of critical elements, including the unemployment rate, job growth, and travel costs.

Social

Many hotels pose the largest challenge to the hospital business. Younger travelers are drawn to Airbnb because of the diversity of accommodations it provides. A room may be swiftly and simply rented using an app, but it’s typically less expensive than nearby hotels.Hotels frequently run out of rooms at the busiest times of the year, and if they do, they raise their rates. In the past, your only option would have been to choose a new motel, but today you can check on Airbnb and probably find somewhere suitable and less expensive. For hotels, which usually see rising profit margins when demand for beds is at its peak, it is a significant issue. Hotels don’t offer as much space as standard hotel homes do provide swimming pools, gyms, and massage parlors are among the amenities offered by many hotels. Any of the numerous restaurants housed there, including Starbucks and iHop, are open to customers

Technological

When utilizing modern technology, use caution

Before the internet, hotels only utilized print and broadcast media, but modern enterprises must also consider new media. Mobile applications and social networking sites like Facebook are the most popular technologies available to hotels, but caution must be taken while adopting them.

The news may spread swiftly as a result of the internet

Social media platforms provide ongoing access to news and updates. The possibility exists for any occurrences near the hotel to be captured in a matter of minutes, shared by millions on social media, and given to media outlets for story authoring in a matter of seconds. It moves so quickly that hoteliers have no control over it.

A hotel’s reputation can be built up or anyone is allowed to post reviews on blogs, share them on social media, and leave reviews. The hotel guests’ experiences would be documented through photos and unplanned postings.

In the hotel industry, it may have a discernible effect. Hotel owners that are confident in their worth will pay influencer marketing to get positive reviews. With any hope, this will attract attention and increase the number of visitors. All it takes is one negative review to harm someone’s reputation.

The major technology that this Briggate Hotel would pose totechnologicaladvancesare Artificialintelligence, in-houseIoT, and integrated guest application

Legal

The evolution of the hotel sector is significantly influenced by a country’s legal system. The hotel industry has benefited from the fairly extensive adoption of anti-discrimination regulations in the travel and leisure sector. In an effort to grow their economies, a number of nations now offer tax benefits to the hotel sector. In a first-world nation like the UK, some hotels get greater government funding.

Earnings from hotels are eroded by crime

Everyone is trying to find somewhere to stay. There will be issues if a hotel is located in a neighbourhood with a high crime rate. If a hotel owner wants to draw guests, they should pick a low-crime neighbourhood (Hilary and Dumebi, 2021).

Laws that pertain to innkeepers

The hotel staff abides by the innkeeper’s guidelines to ensure the welfare and security of guests and their belongings. Depending on the region, the innkeeper’s regulations must be put on the inside of each hotel door. The amount of compensation that the innkeeper must provide guests whose property is lost, stolen, or damaged is often outlined in landlord rules.

Based on the guidelines listed on the menu

Since they demand that these enterprises be truthful about the things they deliver to clients, all hotels are obligated to adhere to these criteria. The restaurant must be aware of the calorie content of the nutritious, wholesome items utilized in the dish.

Environmental

People stay at hotels for a number of purposes, such as work trips, vacations, and visits to close friends. When traveling, customers like to stay in cozy, comfortable accommodations. The local circumstances will determine whether or not you choose to stay at a specific hotel. Hotel owners must consider seasonal variations when determining hotel prices and make any necessary modifications, even though they have little control over this. The yearly emissions of co2 from hotels are close to 60 million tonnes, which is equivalent to 19 volcanic eruptions. Each year, hotels spend about “$7.5 billion on energy” (Sáez-Fernández et al., 2020). Every year, hotels produce 1.9 billion pounds of garbage. Further, Growing the hotel sector is difficult in countries with severe weather. Since customers cannot accept such circumstances, these hotels need the necessary equipment to combat these ecological implications, but they also face a shortage of demand. The deteriorating weather situation has led to a considerable worsening of these issues in many regions. Further, the positive side of the hotel would be considered through the use of an eco-friendly substance that would often use green electricity to power its structures, replace guest towels and linens less regularly, and provide big supplies of shampoo rather than travel-size bottles.

Emerging technologies in Hotel Industry

This section of the research focuses on Briggate's commercial operations and long-term planning and studies and identifies three new emerging technologies. As a result of the pandemic, innovation in the hospitality industry has moved to the forefront, and this is expected to be a continuing industrial tendency for hotels in particular (Buhaliset al., 2019). These technological advancements are believed to be of great importance to the future of humanity.

This portion of the research analyses and discusses three new emerging technologies in the context of Briggate's commercial operations and long-term strategic planning. Because of the pandemic, technology has become more prevalent in the hospitality industry and is expected to continue to do so as an industry trend in general and a trend for hotels in particular. Technology advancements such as artificial intelligence, augmented reality, and mobile devices are all deemed significant.

Artificial Intelligence

In the twenty-first century, companies that refuse to adopt new technologies risk going backwards. Companies of all sizes have realized the value of using cutting-edge digital tools to ensure long-term success and profitability (Asonguet al., 2019). This has been an exciting decade in the world of digital solutions, with many notable breakthroughs and successes. Artificial Intelligence (AI) is one of these enticing new developments in science and engineering (AI). As computer technology has evolved, so has the dependability of artificial intelligence (AI), enhancing AI's visibility in the commercial sector (Grimaldi et al., 2020). In fact, hotels and resorts are increasingly turning to artificial intelligence (AI) to handle customer care tasks. “Artificial intelligence,” abbreviated “AI,” refers to the software or hardware that mimics human intelligence in its behaviour. Since its conception in the 1950s, artificial intelligence alone has recently progressed sufficiently to be employed in mission-critical procedures inside businesses.

Despite the fact that the hotel industry has yet to see the benefits of artificial intelligence, it currently has a wide range of practical applications, some of which are outlined below:

In-Person Customer Service

Using AI to offer customer care in the real world is an example of AI in the hotel industry. Even if artificially intelligent robots are already created, there is a huge untapped market for these machines right now. Everyday customer service difficulties can already be dealt with using this system (Kazandzhieva and Santana, 2019). Hilton's use of an AI robot dubbed “Connie” is the best example of this so far. One possible benefit of customer engagement is that customers may get tourist info from the robot itself. The most intriguing aspect of this technology is its ability to pick up on human speech and adapt to different speakers. This means that the more people contact Briggate, the better its customer service grows.

Messaging and Chatbots

One of the most obvious applications of artificial intelligence in the hospitality business is in front-of-the-house customer service (AI). When it comes to answering simple questions or requesting basic services, technologies like direct messaging and online chat have proved themselves to be very useful (Jainet al., 2018). Users may ask queries and get practically immediate replies 24 hours a day/seven days a week thanks to AI chatbots on social networking sites. For hotels, this is a boon since it speeds up reaction times that would otherwise be impractical.

Data Analysis

Both hotel data analysis and customer service have benefitted from AI. Using this technology, enormous amounts of data about existing and potential customers may be sorted through quickly. Data for the AI may be gathered in a number of methods, such as surveys, online reviews, and so on.

Augmented Reality

Today, almost every business and sector realize the importance of keeping up with the latest technological advances. The hospitality industry is a customer-focused industry. To showcase off their individuality, hotels of all sorts, not just high-end, national chains, are willing to embrace cutting-edge services and technology. The hotel industry is fully aware of the potential for “augmented reality technology-based improvisations” to boost both performance and customer satisfaction (Zhang and Aslan, 2021). Modern hospitality is not an exception to the industry-wide trend of technological innovation. Augmented reality is increasingly being used by hotels and other lodging companies to enhance the physical environment they provide (such as the hotel and its rooms) or to improve the enjoyment of exploring the area surrounding them. Customers may access this information at any moment via augmented reality technology, which improves their entire experience.

Usage of AR in the hotel industry:

The Interactive TVs in the hotel rooms

Augmented reality characteristics and tactics may be used to make the hotel rooms more appealing to guests. Sites like this one may have 3D views of the hotel rooms, so that customers can get an idea of what the rooms look like in real life while they are seeking for lodgings or services (Khamis et al., 2019). It's also possible to use a 360-degree virtual tour to provide customers with a clear image of the hotel's surrounds, which would have been clearly documented using a camera, as well a variety of other information that will assist them make better choices and judgments.

Features on the Map

Adding computer-generated elements to real-world photographs is how augmented reality works. There are hotels and resorts near popular tourist destinations that may provide this feature, allowing visitors with smartphones to view nearby attractions, their timetables, and other pertinent information by pointing their devices at a map (Ruel and Njoku, 2020). Using applications and portals that enable access and connectivity is a simple way to achieve this. There are several benefits to using an augmented reality map element in addition to improving the maps' accuracy and usability.

Gamification

In order to keep its visitors engaged throughout their stay, hotels may use augmented reality-based activities. The benefits of augmented reality have been fully exploited in games like PokemonGo. With the use of a virtual platform, hotel guests may participate in activities such as treasure hunts (Law, Chan and Wang, 2018). Combining various technologies, including such Internet of Things (IoT)-based games, which have become more popular, with their current complementary products for tourists may achieve this goal.

The Beacon Technology

Beacon Technology, which makes use of a Bluetooth-based interface, allows users to transmit important information when in designated areas. The concept of augmented reality is linked to this technology. Thanks to this innovation, guests staying at a hotel or dining at a restaurant may be using their telephones to connect to a number of wireless networks. They may be guided out through the exit gates while being completely connected to management workers in the case of any crisis, with the relevant maps, emergency alerts, and rescue plan-based advice readily available.

Guest Recognition

Every client is important to the firm. When it concerns to repeat guests, some people are loyal to a certain hotel because of their own tastes and the amenities they value. Because of this, visitors may expect speedier and more convenient service. Visitors' preferences and choices may be better understood with the use of augmented reality apps (Molnár and Szüts, 2018). Using an IoT-based camera and an AR setup, one can learn more about a guest's history, previous visits, the services they used, and inclinations for things like room temperature and the kind of food they like to eat. When the guest's photo is emphasized, the visitor's personal information may come to light. Visitors will enjoy a more personalized experience, whereas staff will appreciate the faster allocation process.

Mobile technology

On-demand guest experiences are a big topic amongst hoteliers, but there hasnot been significant uptake of mobile-first solutions to yet. Mobile services were the only viable alternative for hotels after the spread of the Coronavirus virus. In the hotel industry, mobile technology is designed to improve the quality of service, the overall guest experience, and the overall return on investment (ROI). A great method to increase revenue and keep operations operating smoothly is via the use of mobile apps for hotels (Lei, 2019). The fact that many people prefer to interact with companies in person doesn't mean that they can't utilize mobile apps to acquire special deals. Mobile apps for the hospitality industry may provide guests self-service choices.

The hotel industry is undergoing tremendous changes as a result of the benefits offered by mobile apps and technology. Optimizing operations, increasing the guest experience, and giving visitors with a better value are some of the goals of mobile technology in the hotel business. Hotel management staff can also use mobile apps to increase revenue and ensure that operations operate properly. Since the current pandemic situation is so dire, hotel guests are opting for contactless services like online reservations and online payments (Ivan, 2020). For Briggate, the new contactless environment necessitates an overhaul of the customer service experience and a change in protocols. To get things started, common areas have been sanitized to remove any possible points of contact. Instead of relying on mobile apps to save visitor data, hotels should abandon paper-based approaches like brochures, menus, and guestbooks in rooms. With the ability to swiftly integrate with other guest-facing technology platforms, mobile apps have the potential to soon become an entertaining and vital tool for enhancing tourist experiences.

Recommended technology

In the above part of the assignment, there has been discussion regarding diverse kinds of technology used that the Briggate hotel must use and implement for enhancing their quality and service management. Even the implementation of such advanced tech services will help the company to provide a much more innovative approach to attract the maximum number of customers and tourists, in order to focus on strengthening the roots for the sustainability of the business on a global platform. The methods are even a strategic approach to boost the facilities and provide a healthy and appealing environment for the customers availing the services in the UK and also on a global platform (Extance, 2018). Though the emergence of the pandemic has affected the entire travel and tourism industry and the impact has equally devastated the hospitality industry and no doubt that Briggate Hotel has even faced the equal kind of hard times and difficulties during that period, due to the regulation of many laws and safety rules by the government authorities. The company did face loss and is trying to enhance its business after the post-pandemic period, therefore, they are implementing new and innovative ways to enhance its services and boost its revenue collection.

There have been drastic changes and are expected to have many more changes in the future to deal with such scenarios the company has come up with a decision to utilize AI technology to advance their services, in a much more upgraded manner. It will help the organization in many perspectives it will be beneficial to reducing time consumption, and will assist the company to save and secure the data which are confidentially related to the business or to the customers. The use of AI technology does make sure to enhance the experience of the customers as compared to earlier, it will help to address the concerns and needs of the customers. All the inputs provided by the AI technology will assist in changing the behavior of the customers as well as of the employees of the organization. as there would be chances of fewer errors and maintaining accuracy would be expected when dealing in tech-based atmosphere as compared to humans. After discussing all the factors one of the main factors that are needed to discuss is that using AI will help to enhance to boost the reputation of the management and brand value.

Impact of the Chosen Technology

The company must use Artificial Intelligence and it will help to boost their work criteria and schedule as well it is expected that when the organization is thinking of using Ai-based tech services they would face both plus points as well as some affecting key points which are needed to be fixed up (Allen, 2020). While utilizing Artificial Intelligence the organization would be facing scenarios where there would be a lack and reduction in error which was very common when the activities were performed by individuals. It is believed that humans do perform the task and is expected that errors can take place which is quite common, but when the same task is done in a computerized way there are barely any chances to have mistakes if the system is properly programmed. The decision-making capacity becomes much easier when artificial technologies are used as they make the decision based on information gathered from previous experiences, by using a certain kinds of algorithms (Duncan, 2022). Therefore, it helps to reduce the occurrence of errors and high chances of accuracy are being expected. Using Artificial intelligence comes with a very big advantage that risky limitations of humans can cope with as humans may face many complexities in many tasks which are easily doable by artificial technologies (Pillai and Sivathanu, 2020).

It is not always possible for a human being to attend to numerous tasks at a go, such as the front desk, answering calls attending to all the queries of the customers. There are even changes that humans do get distracted while attending to so many tasks and concerns whereas AI systems are programmed in this manner that there is no slightest chance to be distracted and making a mess of any crucial detail or running an experience of any guest which is possible even in the cases of trained staffs, as would be suffering under maintaining performance pressure (Chi, Denton and Gursoy, 2020). In such cases utilizing Chatbots are the most convenient and easiest way to address these kinds of situations (Nguyen and Sidorova, 2018). All the queries and concerns of the guests would be resolved by entirely a tech-based system and will help to meet the level of satisfaction of customers availing the services of Briggate hotel, even these systems do help to reduce the stress level of the employees and help to operate the management to run their business in a much smoother manner. The quality of service is always a concern for every individual and the traditional method of providing services may have provided good quality service but introducing automated services will enhance the efficiency of the hotel.

The organization can enhance their AI system which will help to generate a great amount of revenue as in the presence of proper tech support the factors involved in management would be well maintained and will have numerous benefits. Even the AI systems have come up with the very easiest and best ways to deal the complex scenarios and find a solution for them (Pham, Nabizadeh and Selek, 2022). Well, when thinking of providing an excellent level of service in such cases an organization must always depend upon Artificial Intelligence as it is always not possible for an individual to provide an equal level of service by 24 hours a day which can lead to worsen and complicate the work-life balance and can lead to many complications, such as the emergence of stress, anger, frustration, performance pressure and many more. Even repetitive jobs are a big reason for boredom for normal employees and can lead to a lack of interest while addressing the same task on a random basis it can be answering random emails, verifying documents in case of identifying errors, and many more things. Using artificial technologies it is easy to regulate these tasks which are usually known as mundane tasks, it helps to set the humans free from boring tasks and utilize their creativity in other essential tasks (Buhalis and Cheng, 2020). In the case of decision making, artificial-based technologies are much faster than an individual along with having a set of a plan to cope with complex situations. It is obvious that we humans do utilize our emotional a practical factors while making a decision which is very usually and casual in human nature but the tech services are totally programmed which helps to deliver the results much faster.

Well in the above discussion we have mentioned the positive impact of utilizing the AI system in the Briggate Hotel which will help to enhance the management system of the organization and make a maximum profit and sustain in future by sharing a healthy competition with the competitors in the market. Though, the company would be affected by a few factors when implementing automotive technologies is first the system that is based on technologies is highly expensive it is not easy to get facilities in a cheaper amount, as the hardware and software involved in these systems are highly advanced in nature. The systems would be responding well enough only one condition hen these are well maintained which is really costly and it is not easy for every organization to invest such a lump sum amount in the first go. Again one of the main drawbacks of the AI-based system and be a disastrous problem for the organization is as the systems and services provided by the artificial intelligence are entirely techs based. Therefore, hacking, there is a high number of changes affected by the virus, and it is really complex to respond to such situations in a very detailed and proper manner.

People are going to lose their creativity and innovation as people nowadays are totally dependent on tech-based technologies and people are used to it which is turning people to lose interest and making them lazier much by the days. Even the emergence of Artificial intelligence has adversely affected the employment rate of common people are most of the things are shifted AI based and hence, people are facing critical issues like employment issues (Vinuesa et al., 2020). Only persons with trained knowledge to operate the tech-based stuff will be saving their jobs in such scenarios. The last negative impact that would be discussed in this discussion is that as people are turning much more dependent on artificial intelligence for every single thing it has somewhere restricted their capacity of thinking out of the box, and people are not ready to provide some innovative inputs which will help the organization to be much more successful in future which is a big worry for the entire organization and can affect the involvement of the employees who are the actual manpower and backbone of the organization (Luo et al., 2019).

Action Plan

In the above part of the discussion, it has been mentioned that advanced technologies can be even more complex and, in some scenarios, such as hacking the system it is obvious that the Artificial intelligence is also based on software and there are high risks of getting attacked and breaching the data which can be a complex situation for the entire organization well the situation can be maintained more smoothly when there is a regulation of following things:

The company has to maintain data hygiene, the system must be customized so that instead of collecting every single data it must safely secure the essential kind of data and the protocol must be maintained as it is a tech-based service which is needed to be taken care of by working professionals advanced in using such tech services.

The organization must look after the reduction of algorithmic biases and must maintain data protection systems that will be securing the confidential data of the customers as well as the customers. The systems must be updated as per the need and urgency so that any kind of data breach can be easily notified or else observed by the professionals. Even while programming the systems of the tech services it is needed to implement some kind of limitations as AI-based services do go to make conclusions without providing any kind of concern and knowledge to the owners of the tech services. A complication based on the tech-based can be complex while dealing and it is a most important task to get some trained professionals to fix such complications and avail the exact quality of service to the customers as per the needs of the customers to provide a maximum level of satisfaction.

It is essential for an organization to at least have a healthy work environment which is essential for the organization while growing in the marketplace and that global platform. It is essential to involve employees and therefore, hiring the right employees is one of the complex tasks that is needed to be done by the company. Even after having Artificial Intelligent technologies, it is essential to involve the employees in work to interact with the guests and must provide an adequate amount of training regarding the technologies so that they must enjoy the knowledge of advanced technologies. The fusion of tech services and employees will enhance the quality of service and will be a great combination to meet the needs and demands of the customers to reach their maximum level of satisfaction. Even this particular step will allow the employees to think out of the box. Maintaining a proper work-life environment is also essential for an employer to stay motivated and be mature enough to take responsibility for their job and duties.

In case of thinking to take a proper resolution and enhancing the business on a larger scale, it is essential for the organization, to advertise the quality of service and facilities they would be providing under their services, which will help to boost the brand value of the organization. Choosing social media platform for circulating the information related to the ambiance through the medium of photos and videos, showing customers the convenience and perks they can gain by availing and choosing the services of Briggate Hotel. Proper promotion of the services through advanced marketing strategy will also help to deal with the complexity that has emerged after the emergence of the pandemic.

Conclusion

Hence, it is to be concluded that the entire study has discussed the factors that are involved in the enhancement of the business of the Briggate Hotel. The report has discussed PESTLE, and technologies that the company can implement to enhance the business in a much more advanced manner, well in the above discussion there has been discussion related to which technology the company must introduce in their services which is Artificial Intelligence. The company must use Artificial Intelligence and it will help to boost their work criteria and schedule as well it is expected that when the organization is thinking of using Ai-based tech services they would face both plus points as well as some affecting key points which are needed to be fixed up. While utilizing Artificial Intelligence the organization would be facing scenarios where there would be a lack and reduction in error which was very common when the activities were performed by individuals. It is believed that humans do perform a task and is expected that errors can take place which is quite common, but when the same task is done in a computerized way there are barely any chances to have mistakes if the system is properly programmed. The decision-making capacity becomes much easier when artificial technologies are used as they make a decision based on information gathered from previous experiences, by using a certain kind of algorithms.

Therefore, it helps to reduce the occurrence of errors and high chances of accuracy are being expected. Well, when thinking of providing an excellent level of service in such cases an organization must always depend upon Artificial Intelligence as it is always not possible for an individual to provide an equal level of service by 24 hours a day which can lead to worsen and complicate the work-life balance and can lead to many complications, such as the emergence of stress, anger, frustration, performance pressure and many more. Although, the use of AI does have some drawbacks such as people are going losing their creativity and innovation as people nowadays are totally dependent on tech-based technologies and people are used to it which is turning people lose interest and making them lazier much much the days. Even the emergence of Artificial intelligence has adversely affected the employment rate of common people are most of the things are shifted AI based and hence, people are facing critical issues like employment issues. Only persons with trained knowledge to operate the tech-based stuff will be saving their jobs in such scenarios. There are some inputs provided in the section of the action plan it is expected to be implemented by the organization to deal the complex situations.

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