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Questions and Answers
What are some of the primary enabling activities for 'Build Share of Guest'?
What are some of the primary enabling activities for 'Build Share of Guest'?
Loyalty Marketing focuses on retaining and increasing revenue from new customers.
Loyalty Marketing focuses on retaining and increasing revenue from new customers.
False
What does SEO stand for and what is its main purpose?
What does SEO stand for and what is its main purpose?
Search Engine Optimization aims to improve the natural or organic search engine rankings of a given website.
In the digital guest journey, the stages include Dream, Plan, Book, ______, and Share.
In the digital guest journey, the stages include Dream, Plan, Book, ______, and Share.
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Match the following Industry Players with their corresponding capabilities across the Digital Guest Journey:
Match the following Industry Players with their corresponding capabilities across the Digital Guest Journey:
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Which of the following are primary Cloud Service Models?
Which of the following are primary Cloud Service Models?
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What does IaaS stand for?
What does IaaS stand for?
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A Private Cloud is shared among multiple organizations.
A Private Cloud is shared among multiple organizations.
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What is Data Sovereignty?
What is Data Sovereignty?
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Cloud computing shifts spending from capital expenditure (capex) to operational expenditure (opex), which may be useful for some ____________.
Cloud computing shifts spending from capital expenditure (capex) to operational expenditure (opex), which may be useful for some ____________.
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Match the Cloud Computing Type with its Description:
Match the Cloud Computing Type with its Description:
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Name three major players in IaaS & PaaS.
Name three major players in IaaS & PaaS.
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Cloud Computing can lead to work stoppage if the service stops.
Cloud Computing can lead to work stoppage if the service stops.
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Match the reasons why IT implementations fail:
Match the reasons why IT implementations fail:
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The Golden Triangle consists of People, Process, and ________.
The Golden Triangle consists of People, Process, and ________.
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What industry revolution introduced machines replacing dangerous and heavy work?
What industry revolution introduced machines replacing dangerous and heavy work?
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In which industry revolution do machines replace knowledge work?
In which industry revolution do machines replace knowledge work?
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Which type of innovation does Uber represent?
Which type of innovation does Uber represent?
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What type of technology advances drive changes in business models? Exponential __________ advances.
What type of technology advances drive changes in business models? Exponential __________ advances.
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Omni-channel is a prerequisite for a great customer experience.
Omni-channel is a prerequisite for a great customer experience.
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Match the following attributes of data:
- Volume of Data
- Value of Data
- Variety of Data
- Veracity of Data
- Velocity of Data
With their characteristics:
Match the following attributes of data:
- Volume of Data
- Value of Data
- Variety of Data
- Veracity of Data
- Velocity of Data
With their characteristics:
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What are some advantages of cloud services?
What are some advantages of cloud services?
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What are some challenges of cloud services?
What are some challenges of cloud services?
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What is the primary focus of cyber security?
What is the primary focus of cyber security?
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Data Privacy regulations enforce data security. True or False?
Data Privacy regulations enforce data security. True or False?
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______ is the most comprehensive data privacy law in effect.
______ is the most comprehensive data privacy law in effect.
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Match the following cyber attacks with their descriptions:
Match the following cyber attacks with their descriptions:
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Study Notes
The Digital Revolution
- The Industrial Revolution (19th century) replaced dangerous and heavy work with machines.
- The IT Revolution (20th century) replaced repetitive and tedious work with machines.
- The Digital Revolution (21st century) replaces knowledge work with machines.
Exponential Technological Advances
- Drive changes in business models.
- Products, services, and processes are innovated to create a competitive advantage.
- Entire industries may be disrupted.
Types of Digital Innovation
- Digital business models and services.
- Digital customer experience.
- Data-driven insight.
- Intelligent process automation.
Digital Business Models
- E-commerce (e.g., Ebay, Amazon).
- Digital advertising (e.g., Google, Facebook).
- Crowd sourcing (e.g., Lego, Linux).
- Servicification (e.g., Rolls Royce).
- Additive manufacturing (e.g., New Balance).
- Platform economy (e.g., Airbnb, Uber, Netflix).
- Digital payments (e.g., Paypal, MobilePay).
Data and Its Application
- Data-driven insight.
- Insight for management (internal and external).
- Insight for operational processes (internal and structured).
- Insight as a service (external and unstructured).
Process Automation
- Intelligent process automation.
Digital Customer Experience
- Customer behavior in the digital era.
- Understanding customer behavior and needs.
- Customer data DNA (life events, social influence, app usage, client website clickstream).
- Omni-channel (customer experience).
SMACS (Social, Mobile, Analytics, Cloud, Security)
- Social media.
- Mobile computing.
- Analytics of data.
- Cloud computing.
- Security of data/cybersecurity.
Data Security and Compliance
- Data privacy.
- Personal identifiable information (PII).
- Data security regulations (e.g., GDPR, PDPA).
- Cybersecurity measures.
- Types of malware used in cyber attacks (e.g., adwares, backdoors, ransomware).
Cyber Attacks
- Phishing (e.g., deceptive, spear, CEO fraud, pharming).
- "Man in the middle" (MITM) attacks.
- Public WiFi attacks (e.g., sniffer, ARP, sidejacking, evil twin).
Data Breach
- Causes of data breach (e.g., weak or stolen credentials, back doors, spyware, ransomware).
Security Requirements of Payment Card Industry
- Payment Card Industry Data Security Standard (PCI DSS).
- 12 requirements for PCI compliance.
PCI Data Security Standard
-
12 requirements for PCI compliance, including:
- Installing and maintaining a firewall configuration.
- Protecting stored cardholder data.
- Encrypting transmission of cardholder data.
- Maintaining a vulnerability management program.
- Implementing strong access control measures.### PCI DSS Compliance
-
Assign a unique ID to each person with computer access to restrict physical access to cardholder data
-
Regularly monitor and test networks to track and monitor all access to network resources and cardholder data
-
Maintain an information security policy that addresses information security for all personnel
Data Breach Crisis Management
- Levels of ownership: Strategic, Tactical, Operational
- Stages in data breach crisis response: Information, Impact, Decision, Plan, Allocate, Action, Measure Results, Information
- Objectives of breach crisis response: Contain, Control, Manage, Recover
Cloud Computing
- Definition: On-demand network access to shared computing resources, model for managing, storing, and processing data online via the Internet
- Includes: Hardware (servers, storage, databases) and software (networks, software programs, data analytics, artificial intelligence)
- History: Earliest development in the 1960s
- Key drivers: Alot of money, in-house IT decreases as computing workloads continue to move to the cloud
- Services available: Data storage, networks, processing power, office applications, quantum computing
- Examples: Gmail, iCloud, app developers, software vendors
Cloud Service Models
- Primary models: Infrastructure As a Service (IaaS), Platform As a Service (PaaS), Software As a Service (SaaS)
- IaaS: Renting fundamental building blocks of computing (servers, data storage, networks), company does everything else
- PaaS: Renting with all the services provided to build applications (middleware, database management, operating systems, development tools)
- SaaS: Software licensing model, delivery of applications as a service, end-user access via web browser or app
Differences in Cloud Service Models
- IaaS: Virtualization, servers, storage, networking
- PaaS: Runtime, middleware, OS, virtualization, servers, storage, networking
- SaaS: Application, data, runtime, middleware, OS, virtualization, servers, storage, networking
The Rise of Multi-Cloud
- Businesses using multiple cloud vendors to avoid being locked into one vendor and to find the best mix of technologies
- Benefits: Flexibility, scalability, cost-effectiveness
- Challenges: Skill shortages, workflow differences, integration and security
Benefits of Cloud Computing
- No need to buy or maintain computing infrastructure
- Scalability, flexibility, and cost-effectiveness
- Faster project deployment and testing
- Easier to get started with new applications
- Helps remove burden on internal IT staff
- Shifts spending from capital expenditure to operational expenditure
Advantages and Disadvantages of Cloud Computing
- Advantages: Rapid scalability, cost-effectiveness, easier to get started
- Disadvantages: Security concerns, potential for being locked into one vendor, skill shortages, upfront migration costs
How to Build a Business Case for Cloud Computing
- Understand existing infrastructure costs
- Calculate the cost of physical hardware and applications
- Factor in people costs and potential downsides
- Make provisions for the potential risks and downsides
Considerations for Cloud Migration
- Which applications to move to the cloud and which to keep in-house
- Potential risks and costs of migration
- Skills required for migration are difficult and expensive to find
- Performance of critical applications
Security Concerns in Cloud Computing
- Depends on the security of existing systems
- Companies moving data between multiple cloud services
- Growth in cloud security tools to monitor data and identify fraudulent use
Types of Cloud
- Public Cloud: A computing service offered by third-party providers over the public internet
- Private Cloud: Dedicated to a single organization, self-isolated, and controlled by the organization
- Hybrid Cloud: Combines public and private cloud services
Is Geography Relevant to Cloud Computing?
- Yes, due to latency and data sovereignty concerns
- Big cloud vendors are building regional data centers to cater to customers with specific requirements
Who are the Major Cloud Players?
- IaaS & PaaS: Amazon Web Services, Microsoft's Azure, Google Cloud
- Competitive Advantage: AWS (seasonal demand), Azure (enterprise history), Google Cloud (advertising-to-Android giant)
Downside of Cloud Computing
- Internet disruption or outage
- Few companies have backup systems
- As the world becomes more reliant on cloud, if cloud stops, work stops
Future of Cloud Computing
- Likely to account for more of enterprise tech spending
- An agent of digital transformation
- Help companies rethink business processes and accelerate business change
Business Case for Technology Investment
- Aligning business practices to business strategy
- As Is (Start): Performance down, cost up, compliance
- To Be (End): Innovation up, ROI up, cyber security and resilience
View of Technology from the Lens of…
- Developer/Investor: Flip property, minimal footprint, simple, and gadget-savvy
- Operator: Technology refresh cycle mismatch, increase revenue, improve operations
- Guest: Distinctive hallmarks, quality products, focus on guest experience
Gaining Sponsorship From Stakeholders
- Business unit managers, stakeholders, executive sponsor, project manager, chief technology officer, chief information officer, portfolio management committee, investment committee, chief financial officer
Identify Risks
- Risks: exposure to personal danger, harm, or loss
- Business risk: exposure to uncertainty resulting in loss of revenue, personnel, or assets
Why is there a Need for a Business Case?
- Convincing management of the benefits
- Justifying the ROI and risks
- Documenting and rationalizing the plan### Elements of the Business Case
- Tangible/Quantifiable:
- Benefits: improved effectiveness, improved efficiency, enabling or supporting other benefits
- Costs: direct project costs, acquisition costs, implementation costs, whole of life ownership costs
- Risks: schedule slippages, personnel unavailability, budget shortfalls, pricing pressure
- Intangible/Qualitative:
- Benefits: compliance with governance obligations, achieving best practice, reduced exposure to litigation costs
- Costs: impact of non-compliance, impaired knowledge management, decentralization
- Risks: new regulations and compliance, economic and political volatility
Benefits Realization
- Step 1: Identify Benefits
- List current business programs
- List what has to change
- List what must be stopped
- Step 2: Identify Costs (Total Cost of Ownership)
- 3 reasons for benefits realization:
- Justify the risk of investment
- Convince management to endorse the idea/proposal
- Ensure the project team thinks through everything logically
- 3 aspects of benefits realization:
- Benefits identification: defines crystal clear benefits and outcomes
- Planning: defines all changes needed to maximize each benefit
- Realization: ensures plans are done and benefits are maximized
Why Business Cases Fail
- Don't identify all potential benefits
- Aren't leveraged
- Aren't focused on achieving benefits
- Don't clearly and credibly document the facts
- Focus on technology, not people and process
- Lack alignment with business objectives
- Ignore major risks and mitigation strategy
- Lack stakeholder involvement and commitment
Technology in the Hospitality Industry
- Timeline of technological advancements:
- 1946: credit card adoption
- 1953: first color TV
- 1972: guestroom color TV
- 1991: World Wide Web
- 2000: ASIMO robot
- 2003: Wi-Fi
- 2016: Hilton's robot
- Value chain for hotel business:
- Build Hotel Pipeline
- Build People Pipeline (HR)
- Build Share of Guest
- Enabling activities:
- Business Reputation & Responsibility
- Human Resources
- Technology
- Finance & Procurement
- Brand Management
- Primary activities:
- Hotel Development
- Design and Engineering
- Opening
- Operations
- Talent Development
- Sales & Marketing
- Loyalty Program
Business Models
- Owned (Own Money)
- Managed (OPM)
- "Manchise" (OPM)
- Franchise (OPM)
- Hybrid model
Digital Guest Journey
- Dream: raise awareness and preferences of brands through search, display, and database marketing
- Plan: driving hotel consideration through multi-channel, localized content
- Book: converting sales across all digital channels
- Experience: enhancing a guest's experience before, during, and after their stay
- Share: facilitating customer social sharing and helping hotels manage this optimally
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Description
Introduction to the digital revolution and its impact on the hospitality industry, exploring the evolution of industrial revolutions and digitalization trends.
