This report is more of a short-term strategic plan of launching the MVP. It also tries to validate the product and procedure of implementing it in the organisation. It consists of mission, goals, objectives, tactics, and strategies used by the TUI UK. It also consists of a small discussion from case studies. Furthermore, it also explains the cost-benefit analysis of using the voice recognition devices. In addition to this, it also talks about long-term goals to iterate the voice recognition services. It also consists of a base plan to implement voice recognition devices in the tourism sector. Furthermore, the types of issues in implementing the voice recognition approaches are also mentioned. The report ends with some recommendation for the effective use of the technology in business operations.
The TUI UK aims at making the voice recognition technology an integral part of a business functioning, especially the communication process.
To provide quick and hassle-free access to organisation’s information and services to every stakeholder of the hotel firm.
According to Murphy, et.al, 2012, using various biometric methods like voice-recognition is the key to customer satisfaction. Many research works have shown that the satisfied customers lead to increase in the brand value, increases marketing through the word of mouth, and higher occupancy rates. Therefore, organisation should implement tech-savvy approaches in order to enhance customer satisfaction. Voice-activated hotel rooms save a lot of customer's time that they value so much. In the paper, it was determined that on an average, a customer spend 12 minutes adjusting to the room condition. This includes setting up the thermostat, figuring out the lights, etc. Having a voice-operated system can save a lot of time. In addition to this, these systems can also be used at the time of check-in and checkout. This can be time-saving and increases customer loyalty.
The paper also argues that voice-operating devices can assist in giving guests a more personalised experience. They can make them feel special and valued. They can feel more at home during their hotel stay. All of this can help the organisation to become exclusive and gain an edge over their competitors. This doubles the customer base of those guests who seek a luxury stay.
Cost-benefit analysis is a systematic way to estimate the weaknesses and strengths of options. There are two costs of implementing the voice recognition systems in the hospitality and tourism sector. First is a direct cost that incurred due to expenses of purchasing the license of the software, devices, installation cost, etc. Indirect costs refer to the opportunity cost which is the interest amount that TUI UK could have earned if it hadn’t invested in the voice-recognition devices (De Ascaniis, et.al, 2015).
Benefits can also be of two types i.e., social benefits and private benefit. Private benefits are increasing the customer base, generating revenue, increasing the occupancy rate, etc. Social benefits are indirect benefits i.e., increase in the tax return and local economy of the region. Since the benefits are higher than the cost (Ko, et.al, 2015). The project is economically feasible.
The TUI UK aims at implementing the voice-operating devices in every business aspect in order to provide the best services to the patrons.
To provide fast and hassle-free services to the customer by making use of voice-recognized software and devices.
According to Tsai, et.al, (2014), the use of biometric technology, especially the voice-recognising devices has increased the synergy between the hotel organisations and guests towards the change in technology. The benefits of using the voice recognising software and devices are many and the best part is that the guests are not reluctant to use it. They are curious and willing to adopt the technology while their stay at hotels. The paper also highlights that the implementation of voice-recognising devices in the hospitality sector is driven by the desire to enhance and refine their services for customers. In addition to this, it also improves revenue and operational efficiency and reduces overall cost.
Paper also suggests that hospitality is the most appropriate industry to incorporate voice-recognition technology to enhance the existing business operations. Most of the customers look for convenience and voice-recognising is the most promising in the current time. As the price of installation of these devices has been reduced, the biometric technology is gaining the prominence. It allows guest to check-in/out and makes payments without any ado. To install the biometrics in the hotel premises, hotels have to spend a large amount of money. If in any case, the guests do not adopt the technology, the return on investments may not be as good as it was expected. This is the serious concern for most of the hotel organisation in today’s time.
As already discussed in the previous section that the cost of devices, installation, and purchasing the software license comprises the direct cost, whereas the cost of foregone opportunities is the indirect cost. The direct and indirect cost both together compose the net cost of the voice-recognition devices (De Ascaniis, et.al, 2015).
Talking about the benefit, the direct benefits of implementing the technology is that the hotel's financial accounts can be managed. In the long-run, it saves a large number of funds. In addition to this, the organisations have to hire less staff for data analytics as software can do that efficiently. Hence the benefits outnumbered the cost.
Voice recognition is the biometric technology that has numerous practical application and can serve as the helping hand for both employees and guests in the hospitality and tourism sector. It can be used for attendance purposes and access information. These voice controlled devices can serve as a newfound opportunity for luxury hotel organisation like TUI UK. Voice recognition devices are comparatively easy to integrate and operate for hotels, especially for organisations that are already automated. These devices and services can have many benefits that are explained below:
These devices can be employed at four stages of the guest cycle:
In today’s day and age, the voice commanded devices are available in many forms, such as smartphones, Amazon Echo, Apple iPhone’s Siri, etc. Being internet-enabled, these devices are very vulnerable and unsafe as they can be hacked and controlled from a remote place. There are many issues with the implementation of these devices in the hospitality industry. They are discussed in this section:-
The basic idea behind developing this report was to give a short-term strategic plan of launching the MVP. The report tried to validate the product and procedure of implementing it in the organisation. It elaborated aspects such as mission, goals, objectives, tactics, and strategies used by the TUI UK. It also contained a small discussion from case studies. Furthermore, it explained the cost-benefit analysis of using the voice recognition devices. In addition to this, it talked about long-term goals to iterate the voice recognition services. It also comprised a roadmap to voice recognition devices in the travel and tourism sector. In addition to this, different issues in integrating the voice recognition approaches were also enlisted. The report ended with some recommendation for the effective use of the technology in business operations.
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