NATIONAL ECONOMICS UNIVERSITY

TOURISM AND HOSPITALITY FACULTY

MAJOR: E TOURISM

Topic:
Cases Study Research

Name : Nguyen Hoang Hong Ngoc

Class : POHE Hospitality Management K58
Student code : 11163732

Hanoi, 11/2018
 CASE STUDY 1.1: FIDELIO’S OPERA HOTEL PROPERTY
MANAGEMENT SYSTEM

Questions:
I. Examine the Fidelio website and identify how a Property Management System
can take advantage of the Internet.
According to the case study, the latest Fidelio product is the OPERA Enterprise
Solution including the OPERA Property Management System (PMS) which is
designed to scale followed by the requirements of any size hotel or hotel chain. The
system includes a whole range of interrelated modules and they are interrelated and
interconnected. Moreover, they enable hotels to use the system internally (intranet),
externally (extranet) with partners and as a window on the world which is Internet. All
of them are in electronic networking for organizations, especially the Internet here we
need to discuss is interacting with all stakeholders and window to the world.
Nowadays, many hotels using the PMS to run the business effectively because of its
accessibility and flexibility. Firstly, PMS is an easy set-up and operation via the
Internet so there is no need for the user to install or maintain computer software.
Furthermore, thanks to the Internet, it can automatic get data backup in a secure
computer facility with redundant Internet connections. Then this helps to protect data
from theft, physical damage and computer viruses and malware. Finally, via the
Internet, PMS is accessible from any mobile device such as tablets or smartphones,
allowing business to manage the property anytime and from anywhere, untethering
them from the front desk and enabling them to provide exceptional guest service
wherever and whenever needed. In conclusion, PSM requires the access of Internet to
work for external purposes of the organization.

II. The critical factors that will enable Property Management Systems to be
delivered through an Application Service Provider (ASP) mode.
Firstly, why Application Service Provider is important in business? ASP provides
applications and related services over the Internet. Enterprises rent ASP software for a
fee. The software (here is PMS) is accessed remotely through a web browser and not
installed on a company’s local drives. ASP services are expected to become an
important alternative, not only for smaller companies with low budgets for information
technology, but also for larger companies as a form of outsourcing and for many
services for individuals as well. Then, according to the importance of ASP mode, PMS
should be delivered through it because of:
- ASP services may make PMS less expensive and easier for companies to use by
providing automatic upgrades and technical support.
- Hotels have a great opportunity to shift their Information Technology (IT)
budget from capital expense to operational expense and allocate funds towards guest
services, furthermore, they can hire more resources to service guests in place of IT
resources.
- Using ASP mode can help running the hotels more environment friendly with
reduced energy consumption and expense.
- Moreover, hotel’s operator can choose to go with best service provider and
switch providers anytime without any additional cost.
- ASP mode helps PMS with providing information to customers through the
Internet or a thin client computer.
- Last point is ASP can maintain the servers which supporting the PMS

III. Visit the web pages of Microsoft, Nokia, Ericsson and Motorola and
- Identify the latest technological developments that will influence tourism.
- Explore which business functions will benefit most from the new tools
- Identify the unique contribution of each technology in the tourism industry.

1. Nokia Corporation:
The European Aviation Network (EAN) is the world's first integrated satellite and
air-to-ground network which is a ground-breaking broadband solution for airline
passengers integrates satellite and LTE-based terrestrial network for superior
performance. Nokia is one of the technology partners has successfully conducted a
programme of test flights in the UK and provides the LTE-based terrestrial network,
helps EAN to achieve the 1st live over-the-air connection. EAN is providing a true in-
flight broadband experience for the European aviation industry and for millions of
passengers travelling across Europe so that it brings many advantages for eAirlines in
tourism. In this modern world, customers who have higher demand or businessman
will look at this new technology as a service for their personal purposes. In tourism
industry, eAirlines is more and more developed with EAN because it allows operator to
offer customers outstanding connectivity services not only on the ground but also in the
sky. The new technology based on LTE (Long Term Evolution) standard makes sure
that EAN is flexible for any further technology developments in the future. Nokia’s
aim is to drive technology leadership to bring best network experience to our
customers. Last, this technology helps transform the passenger experience and deliver
new services with advanced in-flight connectivity.

2. Microsoft
3 latest technological developments powered by Microsoft that influence
hospitality industry are Office 365, Microsoft Azure and Enterprise Mobility &
Security. Office 365 is a cloud-based subscription service that combining best-in-class
apps like Excel and Outlook with powerful cloud services like OneDrive and Microsoft
Teams, Office 365 lets people create and share anywhere on any device. Microsoft
Azure is an ever-expanding set of cloud services to help organization meet business
challenges. It’s the freedom to build, manage, and deploy applications on a massive,
global network using your favorite tools and frameworks. Employee Productivity and
Collaboration solution offers a set of collaboration tools to drive employee engagement
in organization which improved by 3 factors above. Moreover, it improves
communication flows, reduce costs, and allow hospitality associates and management
to better serve to customers. Firstly, it improves schedule and task management by
modern tools from Office 365 that manager can improve how to create, update and
manage schedules and tasks. Secondly, it increases communication flow by creating
better connections within the organization while enabling associates to share local
successes. Last, Employee Productivity and Collaboration solution has secure identity
and access management s that manager can manage employee access and digital
identities, make sure staff always have the latest, most accurate information at their
fingertips while keeping data secure.
 3. Motorola Solution:
Motorola Solution, Inc is an American data communications and
telecommunications equipment provider that succeeded from Motorola, Inc. The
newest technology that brings benefit to tourism industry is The APX 7000 multi-band
radio powered by Motorola Solution Company. All employees need to be able to
communicate with one another to keep the business running smoothly and keeping
guests satisfied with exceptional service is key to retaining their business. Motorola
Solution has released the latest radio which has more convenience functions. Here are
some functions that I found. Firstly, it has Dual Microphones which Dual mic noise
suppression technology locates the talker and cancels out any background noise. Next
is the mission critical wireless makes users can connect quickly, securely and simply to
certified Bluetooth devices. Finally, it has Integrated GPS that enables accountability
and location tracking of an individual or vehicle, which can be sent to a map-based
location application.

4. Ericsson:
The latest technology that Ericsson has been working at is 5G commercial reality.
Ericsson is successfully completed the first end-to-end 5G non-standalone (NSA)
3GPP data call on a commercial mobile network. Hospitality industry can take
advantage of this revolution by providing a smooth and cost-effective evolution from
4G to 5G. Combining improved capacity with increased cost-efficiency, 5G represents
an opportunity for telecom operators to improve their consumer business. 5G also
allows operators to explore new use cases and business models and capture new
revenue streams through addressing industry digitalization.

WORD COUNTED (ANSWERED ONLY): 1127

 CASE STUDY 7.1: AMADEUS: GLOBAL TRAVEL DISTRIBUTION

Questions:
I. What is the influence of the Internet on Global Distribution Systems (GDSs)?

At present, Internet is the core of GDSs and with Internet that GDSs can work
effectively. Internet is a main key in each section in the systems when travel service
providers update information for GDS technology and the systems deliver it to the
seller. Furthermore, thanks to Internet that GDSs have been amended for decades to
accept more advanced functions and bring more higher quality service to customer.

II. Several authors have argued that GDSs will disappear as a result of the
Internet. Discuss this, giving arguments for and against this possibility.

- Arguments for the possibly: In this modern world, the development of tourism
industry is constancy with new technology is the Internet. Any kind of service from
hospitality to small business have their own way of marketing and attracting customers
but get a website of their own product is a must thing to have while working. It cannot
denied that hotels have their own social network via many different channels to boost
the service and meet customers’ requirement. Internet emerged as an indispensable tool
for both suppliers and users. Each website has a creative decoration with full of service
so that customer can choose and design anything they need for their personal purposes
according to their condition. All sections are free, convenience and suitable to choose.
Unlike booking through a travel agent or tour operator, any consumers with access to
the World Wide Web can book travel on their own. Information in the Internet can be
easily updated to meet guest’s demand. Advertising on website is an advantage for
suppliers too.
- Arguments against the possibility: GDSs still an important role on the respective
national markets as it helps suppliers in different ways. The system is a collection of
thousands of Internet reservation systems, travel websites, online reservation systems
and travel portals which specialize in internet marketing of travel and related services
directly to consumers. When travel agencies take GDSs’ information, it has been
classified into many catalogues and up-to-dated for customer demand. Technology
allows the travel suppliers to change offers quickly so consumers may find great last-
minute deals to purchase. Therefore, information is changed quickly based on
requirement so that agents can pick and design the most suitable service for guests.
Customer using services had been done by agent, any other condition such as tax or
promotions have been done by GDS when they are working with sellers.

III. How can GDSs compete against cooperative airline web pages, such as Opodo
and Orbitz, and what are the strategic implications for GDSs?

In airline industry, GDS is a computerized platform that enables travel agencies

and their clients to access travel data, shop for and compare reservations options and
book travel. Independent travel agents, online agents, and travel agencies now use
increasingly more sophisticated GDS systems to search for the best available travel and
rates for their clients. Agents will make airline (in real time) for clients, and they will
complete their research and bookings within minutes. In the future, GDSs may become
more of a “direct corporate booking tool” instead of a system used exclusively by
travel management companies. Modern online booking websites has their own way to
boost the service to customers with a variety of methods to get as much as possible
loyalty customers. While such changes will impact the future growth opportunities for
GDS, there will continue to be a role for them as they evolve to meet the needs of
travel planners, travel websites, airlines and groups of individuals. Furthermore, GDS
should expand their market to serve several airlines. Since flight booking sector is one
of the most complex in terms of licenses and regional limits, fares and prices. GDS is
incorporate customer’s flight booking software with some system like Amadeus,
Galileo, and Sabre which is a global travel technology company. GDS new entrants
could become relevant players in the travel distribution scene if they change their target
to build capabilities in new areas (technical and marketing).

WORD COUNTED (ANSWERED ONLY): 619

CASE STUDY 9.4: THOMSON AND WORLD OF TUI ON-LINE IN THE
UK
Questions:
I. How can tour operators differentiate their products through ICTs?

Tour operator (TO) undertake a wide range of activities in order to negotiate with
suppliers as well as to prepare and sell their packages to consumers. Strategic and
tactical roles of ICTs for TO is crucial in this industry and TOs can differentiate their
products mainly via connecting with all skateholers through the Internt. They can target
product and value-added services to their customers based on individual perference. In
addition, they may allow consumers to alter their tourism packages on-line and build
their own itineraries so that TOs can strengthens their products via off-line and on-line
marketing drive. Althought TOs experience a fierce competition and have a rather
limited control over the quality of the product, TOs are in charge of accessing
information on local products, design packages and providing much better information
for product managers and contracting employees. therefore, they can support dynamic
packaging for customer to meet their requirement.

II. What should tour operators do to maintain brand integrity through their on-line
presence?
Firstly, they need to address the needs of respective national market segments anf
niche markets such as skiing, diving or parachuting. Although the practicalities and
economics have been prohibiting them from doing so, the Internet (on-line) enables
them to gradually develpo web pages specializing in these particular market segments.
They need to develop differentiated products and provide considerable value they have
been able to expand their markets and to attract customers from markets that were
previously inaccessible. Specialized operators offer unique holiday themes such as
ornithological tours or big game safari to attract interest from international customers
and are able to expand their global operations. Secondly, TOs should adopt a multi-
channel strategy to develop their products on-line. Besides, they can support the
promtion and trade of tourism products on the Internet, mobile devices and digital
television. By combining a wide range of activities to sell package to customers with
all at one from accommodation, car rental or transportation or other requirement and up
to date product, TOs can promote these via many different channels in social media,
application on mobile devices or brochures. Moreover, tour operators should establish
interactive platforms for partners and consumers via web pages and so on. This can
explain by the level of convenience and comfortable atmosphere between seller and
customers. Designing a well-prepare platforms with morden tools will helps both TOs
and customers in choosing the suitable package and commincating between them. Last,
personalising the experience for every user regardless of the channel used is
indispensiable for TOs. The insiders information should be revised every season/term
so all details are completely up to date according to pervious customers’experience and
other surroundings.

III. Discuss whether ICTs reduce or increase the negotiation power of tour
operators with suppliers.
ICTs play a virtual part in tourism industry and to that point of view, ICTs both
reduce and increase the negotiation power of TOs with suppliers. ICTs developments
illustrate two major trends: TOs aim to disintermediate travel agencies and are
threatened with disintermediation with suppliers. Organizations have been trying for
years to reduce the dependency on partners to promote their products and ICTs offer
suitable tools for that to happen. The Internet provide the tools for TOs to communicate
directly with consumers and to target specific specialized and niche markets. This
allows TOs to bypass agents and to promote holidays directly to consumer. On the
other hand, TOs are also threatened with disintermediation, as the Internet enables
consumers and travel agencies to build their own personalized packages and purchase
them on-line. For example, there is an increase for demand of independent holidays,
especially by young, experienced and educated travellers. Therefore, TOs will need to
reassess their core values and identify specific market segments that they will be able
to satisfy in future. It seems that with ICTs, TOs eventually become 2 forms. The 1st
one is impacted by the reduction of ICTs: TOs with multinational, large and vertical
integrated organizations which will take advantages of economics scale, wide
distribution and a global network. The 2nd one is impacted by the increasing of ICTs:
TOs with small, niche and differentiated operators which concentrate on a particular
region, theme or activity and attracting market segments with particular interests.

WORD COUNTED (ANSWERED ONLY): 650