This case focuses on voice assistant technology, one of the AI-based service technologies in hotels, which transforms service employees’ work environments and hotel guests’ experiences. The application of AI-based technologies in the service industry has been widespread and provided various advantages to customers and organizations. However, at the same time, the adoption accompanied technology challenges that influenced successful operation and management. Drawing from the previous literature and the current issues related to voice assistant technology, this case study presents the four potential challenges that service employees may encounter in the use of the technology in the lodging industry with imaginary scenarios considering each situation so that the organizers can fully take advantage of voice assistant technology by avoiding the threats: (1) Privacy concern; (2) Ease of use; (3) Efficiency; and (4) Customer service.
This case study examines Moxy Hotels, a relatively new Marriott International brand. Marriott has a global reputation for delivering high guest satisfaction and for producing above-average market performance metrics. Until the launch of its suggestive brand, Marriott was popular for providing a conventional hotel experience where guests and investors knew what to expect. Now, Marriott is offering a franchise model for what it has deemed to be a blue ocean opportunity with a bold, competitive marketing strategy. Marriott has targeted a very specific segment, and its disruptive concept makes some guests uncomfortable; however, Marriott is committed to its strategy. This case examines the Moxy Hotels vertical of Marriott and explores the challenges and opportunities this new concept poses for the long-standing brand.
This case study examines the implementation of AI-driven recruitment systems in the hospitality industry through Global Hotel Group’s experience, highlighting the tension between operational efficiency and maintaining human touch in hiring processes. Operating over 200 hotels across 35 countries, Global Hotel Group invested $1.2 million in AI recruitment technology to address challenges in talent acquisition and retention. While the system reduced hiring time from 30 to 3 days and generated $500,000 in annual savings, it also revealed significant challenges in maintaining the company’s cultural values and commitment to diversity. The implementation resulted in mixed outcomes: increased female hiring rates (35%–42%) but decreased representation from non-traditional educational backgrounds (40%–34%) and lower retention rates (68%–62%). Through the lens of Perceived Organizational Justice and Technology-Organization-Environment frameworks, the study explores how AI recruitment systems impact candidate experience, organizational culture, and operational effectiveness. The case highlights specific incidents, including Ahmed Khalil’s experience and a whistleblower event that exposed system biases, demonstrating the complexities of balancing technological efficiency with human-centered hiring practices. As Global Hotel Group prepares for its flagship Dubai hotel opening amid growing competition from Regal Hotels’ successful hybrid recruitment model, the company faces critical decisions about its recruitment strategy. The study concludes by presenting three potential paths forward: maintaining the full AI system with improvements, adopting a hybrid model, or recalibrating the entire approach with enhanced bias mitigation strategies. This analysis provides valuable insights for hospitality organizations navigating the integration of AI in recruitment while maintaining their commitment to personalized service and cultural values.
Tourism is not only an industry but also a customer-centric organizational culture, one in which tourists seek satisfaction in being treated with respect, compassion, and empathy and, in return, they reward destinations with their loyalty and repeat visits. As a culture, tourism can therefore be adopted in service industries beyond the tourism sector itself, especially in the healthcare industry, where low customer satisfaction (in medical terms, poor patient experience) can detrimentally affect patients’ well-being. A top destination for medical tourism, Taiwan is renowned for its state-of-the-art technology, competitive facilities, affordable prices, and the high clinical success rate of its fertility treatments. Even so, the stressful journey of fertility treatments, during which the individual’s emotional state, together with her partner’s mental health, is believed to have a long-term impact on the sustainability of their partnership and their future family demands more than advanced, affordable treatments. In Taiwan, however, traditional culture often leads to the mental wellness of fertility tourists being neglected. For patients seeking healthcare across borders, recognizing their motivations and ensuring that providers and institutions demonstrate cultural competence are crucial for improving patient satisfaction and optimizing treatment outcomes. Given the importance of understanding fertility tourism and the psychological needs of tourists beyond physical treatments, this case examines the emotional experiences of individuals and couples who travel to Taiwan for fertility treatments.
This case study focuses on sustainable tourism and the relationships between stakeholders at the Dinosaur Ridge National Historic Landmark in the state of Colorado in the United States. Background information about the site, sustainable tourism, and stakeholder theory is presented. Then, the dilemma of how to balance conservation and tourism is provided, along with complex issues, including those connected with environmental, socio-cultural, and economic aspects of sustainable tourism. The case emphasizes the multifaceted issues involved with how to develop and maintain sustainable tourism at the site.
The tourism industry is significantly affected by external and political factors, including visa regulations, geopolitical tensions, and safety concerns. This case study examines the 2019 South Korea-Japan trade dispute as a prime example of how political conflicts can disrupt tourism, leading to substantial economic repercussions. Historical animosities, rooted in Japan’s colonization of Korea and unresolved issues, contribute to anti-Japanese sentiment. The trade dispute had severe economic consequences for both South Korea and Japan, particularly impacting their tourism industries. Japan experienced a sharp decline in South Korean tourists, heavily affecting certain regions. South Korea witnessed a “No Japan” boycott, while some tourism-related initiatives were scaled down, though others continued. From a theoretical perspective, political conflicts negatively influence tourism, with emotional factors playing a pivotal role. However, these effects are often temporary, with signs of recovery typically appearing within a few months. The Seoul Tourism Organization strategically reduced marketing activities in Japan during the trade dispute, though some initiatives continued. In contrast, South Korea’s Jeju Special Self-Governing Province adopted a different strategy, emphasizing continuous marketing efforts, including maintaining key tourism initiatives. Despite historical and political tensions, the study notes a positive trend among younger generations, marked by mutual interest and cultural exchange. K-pop and South Korean media remained popular in Japan throughout the dispute, highlighting the resilience of cultural engagement. The discussion section raises questions about the appropriateness of scaling down marketing plans during political conflicts, the role and responsibilities of Destination Marketing Organizations, and the separation of politics and tourism marketing.
The Social Hub operates with a hybrid hospitality concept that fosters community and encourages interactions among guests. It engages with the local community and aims to improve society. Built on strong values and beliefs, The Social Hub strives to be more than just a hotel; it serves as a hub that provides community spaces and empowers changemakers. Currently, the primary focus is on building the internal (on-premises) community, but The Social Hub is actively exploring strategies to engage with residents and businesses effectively. Adding to their innovative approach, The Social Hub faces interesting challenges and opportunities to create value and growth by further engaging with the surrounding community.
This case describes the critical intersection between a hospitality corporation’s organizational culture and turnover rates for its unit-level General Managers (GMs). The corporation is committed to applying triple-bottom-line principles (People, Planet, and Profit) throughout its properties, however, it has struggled to implement this vision at the hotel unit level effectively. The dilemma is that a dramatic increase in GM turnover has occurred in the last year. A hired consulting firm determined that this has created operational disruptions and unsatisfactory adherence to the organization’s cultural values across its units, particularly its triple bottom-line initiatives. It is now up to the organization at the corporate level, specifically the Director of Human Resources, to determine a solution that will reduce the high GM turnover rate in the short term and ensure the implementation of the organization’s vision and culture at all levels of its hospitality organization over the long term.
Assimilating a real-life situation and based on a fictional hotel chain in China, the case study presents a dilemma facing multinational companies that utilize financial incentives as the primary tool to attract and retain employees. When the firm is prosperous and can afford high pay, employees flow to work in the company. However, will these monetarily motivated employees stay with the firm and overcome the difficulties? When the company is in trouble. The case study sheds light on the observation that monetary incentives are not necessarily the only way to retain and attract employees, especially expatriate managers from various countries working for the same global company. Multi-compensation and turnover reduction strategies, including both monetary and spiritual rewards like honors, treating employees as big family members, and tenure systems, etc., could be adopted to agglomerate employees and sustain the business.
Numerous domains of our day-to-day lives have been altered as a result of the rapid developments in technology. An example is the manner in which we connect with service providers and express our gratitude through the act of tipping. This study utilizes sociotechnical systems theory in order to study the changing context of tipping culture, potential opportunities for tipping system design, and the challenges and opportunities that arise in the novel setting of human-robot service organizations. This research serves as a response to the growing implementation of contactless payment systems and robot workers in marketing and technology adoption perspectives.
This teaching case study explores the legal and ethical challenges and opportunities surrounding private clubs’ exclusivity. It examines the evolving legal frameworks that regulate these clubs, highlighting how their operations intersect with anti-discrimination laws. By analyzing Warfield v. Peninsula Golf and Country Club and Moose Lodge No. 107 v. Irvis, the study provides hospitality students with a legal lens to understand private clubs’ unique status and the tensions between exclusivity and inclusion. In Warfield v. Peninsula Golf and Country Club, the court ruled that the club’s profit-driven activities classified it as a “business establishment” and obligated the club to adhere to anti-discrimination laws, ultimately finding it guilty of gender-based exclusion. Conversely, in Moose Lodge No. 107 v. Irvis, the U.S. Supreme Court determined that the private club’s possession of a state liquor license did not constitute sufficient state involvement to trigger the Equal Protection Clause of the 14th Amendment. These cases illustrate the complexities of defining private clubs’ legal obligations under anti-discrimination laws. They also highlight the need for private clubs to assess their policies and membership criteria to align with societal expectations and legal standards. For hospitality professionals, the cases underscore the importance of understanding the legal definitions of “private clubs” versus “business establishments” and the implications for operational practices. As social norms continue to evolve, private clubs must strike a balance between exclusivity and inclusivity, ensuring compliance with anti-discrimination laws while preserving their distinct identity.
The case study examines Archipelago Eco Resorts, a leader in luxury ecohospitality, known for weaving sustainability into every aspect of its operations and guest interactions. As Archipelago explores the novel concept of employing virtual influencers in its marketing campaigns, it faces a multifaceted challenge that balances technological innovation, authenticity, and ethical considerations. The resort’s initiative to use virtual influencers aims to amplify its branding and draw attention to its social sustainability efforts. However, this approach raises critical questions about the authenticity of digital personalities promoting realworld values and the ethical implications of using virtual influencers in place of human influencers. This scenario presents an opportunity to critically assess how emerging digital technologies can be harmonized with the core values of transparency, ethical responsibility, and alignment with social sustainability that are central to the brand’s identity.
Cybersecurity is becoming increasingly important in the hospitality industry, particularly for large, integrated resorts that service a high volume of customers per year. Cyberattacks upon these venues results not only in loss of immediate revenue, but may also include disruption of operations, loss of customer trust, and damage to the resort’s brand name. The Las Vegas resort corridor on the Strip presents a unique environment in hospitality cybersecurity, in which the high concentration of integrated resorts renders this location a particular target for hackers. This case examines cyberattacks upon two high-profile Las Vegas integrated resort companies, MGM Grand and Caesars Entertainment, that occurred in 2023. The after-effects of each resort’s crisis management processes and remediation decisions are examined in detail. Implications for hoteliers and the hospitality industry are also discussed.
The concepts of automation and Artificial Intelligence (AI) have been used for several decades across various industry sectors, including the hospitality industry. Still, the ability to have full automation and the emergence of new AI tools and applications that can be implemented without human intervention have been on the rise. This case study investigated the impact of automation, the concept of digital workers, and AI in the hospitality industry. The case study examined Centelli’s solution and framework that used Digital Worker, software robots designed to perform repetitive tasks, by streamlining contact center operations at the Clermont Hotel Group and automating reconciliations for scalable efficiency at the Davidson Hospitality Group. Furthermore, the influence of automation and digital workers among the leaders and employees, and the benefits attained across hospitality organizations were explored. Consequently, AI and subsets of AI were presented along with insights on future jobs, the importance of upskilling, and career development, considering the labor scarcity and staff shortages in the hospitality industry. Finally, the importance of a high-touch foundation was provided when integrating automation and AI tools and applications, along with insights into emotional and augmented intelligence.
This case study describes the opportunities and challenges of applying artificial intelligence applications to luxury hotel services. More specifically, this study examines the dilemma that LOTTE HOTEL SEOUL faced when adopting robot-based applications to enhance guest services. The dilemma involves employee morale, algorithmic bias, and perception of luxury service quality. Applying the Modified Technology Acceptance Model, it illustrates the impact of smart technologies on lodging operations in the post-pandemic era. Strategies and solutions were also discussed.
In this case study, the authors seek to deliver a point of view whereby the relationship between shopping tourism and mixed-use shopping mall communities (MUSMCs) positively impacts the local economy. MUSMCs are mixed-use commercial properties that combine community building, shared values, and experiences. Shopping tourism has become an important segment of the tourism value chain where tourists seek to travel to a destination to shop. From the perspective of MUSMC management, delivering an exciting place to visit and creating memorable experiences through strategies such as placemaking and dining experiences is a win for both the MUSMCs and the local economy. This case study is suited for undergraduate, graduate, and executive education students enrolled in hospitality, tourism, and retailing courses. Depending on the level of coursework, this case study can be analyzed and discussed from different angles such as social, cultural, and economic impact and output.
This case study focuses on the application of Artificial Intelligence (AI) in the advertisements of Online Travel Agency (OTA). With the development of AI, companies have more tools to create advertising. Deepfake, as a technology powered by Artificial Intelligence, could be used to manipulate the content in advertising. As a result, it is important to review the effect and users’ attitudes toward AI-advertising. This case study reviews the Trivago AI advertising and discusses the associated theory in the AI-human reaction. The possible solutions are also discussed in the case study.
The case study of El Nido Resorts in Palawan investigates into the transformative journey of El Nido, Palawan, from a serene coastal village to a leading example of sustainable tourism in the Philippines. This case study systematically examines the collaborative efforts of local residents, entrepreneurs, and stakeholders, alongside the pivotal role of the World- Wide Fund for Nature (WWF) and the Ten Knots Group, in fostering a model of ecotourism that harmonizes luxury resort operations with environmental conservation and community engagement. Through a historical lens, the case study traces the evolution of El Nido Resorts under the management of the Ten Knots Group and its eventual acquisition by Ayala Land Inc., highlighting the strategic shifts toward sustainability and the challenges encountered along the way. The study further explores the implementation of the Sustainable Development Goals (SDGs) by El Nido Resorts, emphasizing their commitment to environmental stewardship, community engagement, and organizational development. It showcases the resort’s innovative practices in waste management, water conservation, clean energy utilization, and biodiversity conservation, which collectively contribute to the Quadruple Bottom Line approach—balancing economic, environmental, social, and ethical considerations. By integrating interviews with the Sustainability Team and analyzing the resort’s sustainability reports, the research underscores the comprehensive and multifaceted approach to sustainable tourism adopted by El Nido Resorts. It presents a compelling narrative of how a luxury resort can serve as a catalyst for positive environmental and social change, setting a benchmark for sustainable practices in the tourism industry. The case study concludes with reflections on the challenges and future directions for sustainable tourism development, offering insights and recommendations for stakeholders aiming to replicate El Nido Resorts’ success in other contexts.
This case analyzes the challenges facing the Canadian tourism industry workforce following the COVID-19 pandemic, fueled by perceptions of careers in the tourism industry as temporary, low-wage, and unsatisfactory for long-term prospects. According to Tourism HR Canada, a pan-Canadian organization focused on supporting the recovery and growth of the Canadian tourism industry, these declines have created significant challenges for employers struggling to recruit and retain employees. This case study aims to equip students with the necessary tools to analyze data collected by Tourism HR Canada and its partners to identify Canadians’ perceptions of jobs in the tourism industry and develop actionable recommendations for tourism employers. Students will use this data to uncover patterns in the provided data and compare their findings across different contexts, with the ultimate goal of developing a robust Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis to transform the public’s perceptions and reshape the Canadian tourism workforce.
