
Hotel Management Innovation
Code: 104961Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Tourism | OP | 4 |
Contact lecturer
- Name :
- Isaac Lozano Alfaro
- Email :
- isaac.lozano.alfaro@uab.cat
Group languages
You can consult this information at the end of the document.
Prerequisites
There are no prerequisites
Objectives
The main objective of this course is to prepare students with an innovative mindset to apply it in the hotel industry using successful business models, innovation theory, and process digitalization.
The main issues addressed at the course:
- Learn and identify innovative opportunities in Hospitality industry.
- Know the most relevant trends in hospitality industry
- Identify new consumer needs and detect organizational changes
- Implement digitalization and IT strategies to contribute to business performance
- Application of AI technology in managing and creating guest experience in the hotel industry
Learning outcomes
- Develop a capacity for independent learning.
- Use communication techniques at all levels.
- Take decisions in situations of uncertainty, taking into account potential consequences of these decisions in the short, medium and long term.
- Plan, organise and coordinate a work team, creating synergies and showing empathy.
- Work in a team.
- Plan and manage activities on the basis of quality and sustainability.
- Have a business vision, pinpoint the customer's needs and pre-empt possible changes in the environment.
- Behave responsibly towards the environment.
- Manage human resources in tourism organisations.
- Behave ethically and adapt to different intercultural contexts.
- Display a customer service orientation.
- Identify the sources of new trends in the tourism sector.
- Apply public and private law to the new tourism products and activities.
- Argue in favour of good practice and the newest trends and approaches in the face of the challenges posed by tourism development.
- Keep pace with the latest outstanding initiatives, projects and businesses in tourism as inspiration for maintaining an entrepreneurial spirit.
- Apply the different management and planning tools that help to drive the development of the tourism sector.
- Identify the latest trends and best practice, in order to innovate in planning, management and commercialisation in tourism entities, products and organisations.
- Extrapolate from studies and presentations of real cases in the tourism sector.
Contents
INTRODUCTION
- Introduction to the concept of creativity
- Introduction to innovation and its typologies
- The innovation lifecycle
INNOVATION IN THE HOTEL INDUSTRY
- Building an innovation culture: leadership, the psychology of change, and error management
- New business models: boutique hotels, co-living, aparthotels, platforms like Airbnb, and the hotel industry's response
- Wellness and health as a core experience: spa tech, personalized nutrition, mindful hospitality
- Hotel innovation success stories
TECHNOLOGY AND AI IN HOTEL MANAGEMENT
- The modern hotel technology stack: PMS, CRS, CRM, channel managers, and their integration
- Internet of Things (IoT): connected rooms, smart energy management, and predictive maintenance
- Applied Artificial Intelligence: chatbots and virtual assistants (Alexa for Hospitality), revenue management using ML, dynamic price personalization
- Augmented Reality and Virtual Reality in sales, training, and customer experience
- Use of ICTs to personalize hotel products and services
- Big Data: Data analysis for better decision-making in the hotel industry
INNOVATION IN EXPERIENCE CREATION
- The new traveler profile: experiential tourist, "bleisure" traveler, sustainable traveler, and Generation Z
- Online sales and marketing
- Radical personalization: hyper-segmentation, dynamic customer journeys, and Loyalty 3.0
- Using AI to optimize sales and create customer experiences
INNOVATION IN HR MANAGEMENT
- The new hotel worker profile: digital competencies, soft skills, and adaptability
- People Analytics: using data for decision-making in talent recruitment, retention, and development
- Gamification in training and onboarding: LMS platforms and microlearning
- Leadership 4.0 in hospitality: from traditional management to coaching and situational leadership
- Diversity, equity, and inclusion (DEI) as a driver of cultural innovation
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Presentation of projects | 20 | 0.8 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 12, 13, 14, 15, 16, 17, 18 |
| Lectures | 18 | 0.72 | 12, 13, 14, 17, 18 |
| Tutoring | 24 | 0.96 | 1, 3, 4, 6 |
| Study | 20 | 0.8 | 1, 2, 3, 7, 11, 12, 13, 14, 15, 16, 17 |
| Presentation of projects | 30 | 1.2 | 1, 2, 3, 4, 5, 7, 8, 10, 12, 14, 15, 16, 17, 18 |
Methodology
- Classes are taught in English.
- Expository and participatory classes of the concepts and contents of the subject.
- Theoretical-practical classes in which the contents are worked on in the form of projects and activities.
- Problem solving and practical cases in group with final presentation.
- Cooperative learning and individual learning for the development and presentation of work. It includes the work directed by the teacher and the hours of study by the student.
- Tutorials: individual or group to solve doubts or work on specific concepts.
-
Use of AI in tasks does not require evaluation.
- This subject allows the use of AI technologies as an integral part of the classroom work, provided that the final result reflects a significant contribution from the student in terms of analysis and personal reflection.
- The student must clearly
- (i) identify which parts have been generated using AI technology
- (ii) specify the tools used;
- (iii) include a critical reflection on how these have influenced the process and final outcome of the activity.
- Lack of transparency regarding the use of AI in the assessed activity will be considered academic dishonesty; the corresponding grade may be lowered, or the work may even be awarded a zero. In cases of greater infringement, more serious action may be taken.
Use of AI in assessment tests
- This subject entirely prohibits the use of AI technologies in all assessment activities.
- Any submitted work that contains content generated using AI will be considered academic dishonesty; the corresponding grade will be awarded a zero, without the possibility ofreassessment.
- In cases of greater infringement, more serious action may be taken.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| A) Individual Report | 10% | 6 | 0.24 | 1, 2, 3, 7, 10, 11, 12, 13, 14, 15, 16, 17, 18 |
| B) Group Project 01 | 10% | 6 | 0.24 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 14, 15, 16, 17, 18 |
| D) Midterm Exam | 35% | 10 | 0.4 | 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 12, 14, 15, 16, 17, 18 |
| E) Final exam | 35% | 10 | 0.4 | 1, 4, 9, 14, 15, 16, 17, 18 |
| C) Group Project 02 | 10% | 6 | 0.24 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 14, 15, 16, 17, 18 |
A. CONTINUING EVALUATION
- The assessment system consists of practical assignment / projects and exams.
- Projects must be submitted in the time and manner stipulated by the subject teacher.
- Failure to comply with the strictness of the projects, in due time and form, will score as Not presented and the right to continue with the continuous evaluation will be lost.
- The grade for the subject will be NOT EVALUABLE when the student does not attend to the total of the assessment activities and/or does not attend the final exam.
- Projects and activities each require a minimum score of 4 to be included in the weighted calculation. Exams require a minimum score of 5 to be passed.
B. SINGLE ASSESSMENT.
- Preparation of 4 reports with a total weight of 50% that must be presented in a timely manner. All must be passed with a minimum of 5. In addition, a final exam will be taken with a weight of 50% in the grade that will be carried out according to the instructions in this guide with a minimum grade of 5 to pass it.
- In any case, all reports and activities required for the single assessment and/or continuous assessment must have been successfully completed.
- On the day and time established, according to the academic calendar, to the Official Programming of the EUTDH Center, the single evaluation tests or evaluation tests of the continuous evaluation will be carried out for students who have not satisfactorily passed the continuous evaluation and those who have followed opted for the single assessment.
- The grade for the subject will be NOT EVALUABLE when the student does not attend to the total of the assessment activities and/or does not attend the final exam.
- The professor will inform in a timely manner the format, duration, and location of the assessments.
- No date changes will be accepted without the express approval of the study coordinator.
C. RE-ASSESSMENT
- The retake process for students under the single assessment scheme will be the same as for the rest of the class. No minimum grade is required to take the retake exam if the single assessment option was chosen. However, for students who opted for continuous assessment, a minimum grade of 3.5 on the final exam is required to be eligible for the retake exam.
- In all cases, students must have passed all reports and activities required under the single assessment and/or continuous assessment schemes.
- For students under the continuous assessment scheme, the maximum final grade for this retake assessment is 5. There is no maximum grade limit for students following the single assessment scheme.
- The course grade will be recorded as "NOT ASSESSED" if the student fails to complete all assessment activities and/or fails to take the retake exam.
- The instructor will provide timely information regarding the exam format, duration, and location.
- No changes to the scheduled date will be permitted without the express approval of the program coordinator.
If a student commits any type of irregularity that could lead to a significant alteration of the grade for an assessment activity, that activity will be assigned a grade of 0, regardless of any disciplinary proceedings that may ensue.
If multiple irregularities are confirmed across assessment activities for the same subject, the final grade for that subject will be 0.
The policy on AI usage outlined in the Methodology section applies to all assessments.
Bibliography
- Apunts i altres materials del Campus Virtual
- Moliner, J. P., Azorín, J. F. M., Guilló, J. J. T., Ortega, E. M. P., & Gamero, M. D. L. (2019). Sostenibilidad, calidad, innovación y ventaja competitiva en el sector hotelero: un estudio de caso. REVISTA INTERNACIONAL DE TURISMO, EMPRESA Y TERRITORIO, 3(1).
- Rodríguez Antón, J.A, Alonso Almedia, M.ª del Mar (2014), Organización y dirección de empresas hoteleras, Ed: Sintesis
- Fernández Casado, A (2014). Manual práctico de dirección de hoteles, marketing y ventas online del siglo XXI
- Dzhandzhugazova, E. A., Blinova, E. A., Orlova, L. N., & Romanova, M. M. (2016). Innovations in hospitality industry. International Journal of Environmental and Science Education, 11(17), 10387-10400.
- Nieves, J., & Quintana, A. (2018). Human resource practices and innovation in the hotel industry: The mediating role of human capital. Tourism and Hospitality Research, 18(1), 72-83.
- Richard, B. (2017). Hotel chains: survival strategies for a dynamic future. Journal of Tourism Futures.
- Kansakar, P., Munir, A., & Shabani, N. (2019). Technology in the hospitality industry: Prospects and challenges. IEEE Consumer Electronics Magazine, 8(3), 60-65
- Larry Keeley,Ten Types of Innovation: The Discipline of Building Breakthroughs, 2013
- Matt Ridley (2021) Innovation Works: An illuminating journey through historical innovation and invention. ED Fourth Estate
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 1 | English | first semester | morning-mixed |
| (TE) Theory | 2 | English | first semester | morning-mixed |