The premeditated use of technology in marketing services has created many opportunities in the hospitality and tourism industry. Consequently customers are always not satisfied with what they receive and desire innovative alternatives. Since the 1980s, the information communication technology has transformed dramatically, the management and outlook of many hospitality industries resulting into computer reservation systems, which later transformed into global distribution systems in the early 1980s and finally the currently used internet. The invention of the internet has caused a shift in many operations changing operational practices and a general paradigm shift in the market (Moutinho 2011, pp 108). It is in this regards that many hotels are developing computer systems to meet the demand of their customers. The Royal Garden Hotel is a five star hotel that need improvement in technology since technology is a driving force towards growth of many economies. In addition, technological advancement in a hotel facilitates efficient internal operations and improvement in service quality.
When the Royal Garden Hotel develops technology and systems in their operations many services are likely to be improved. To start, the management will be able, to create automated guest histories. By having the guest history available, defining the customer mix to come up with the services salient for each customer will not be a challenging factor. From this perspective customer satisfaction gets enhanced, this leads to retention and in turn maintaining loyalty. Secondly, the development of the E- business strategy at the Royal Garden Hotel will provide transaction centric solutions (Shin 2003, pp 76). This leads to efficiency and proficiency in administrative procedures (property management systems) and internal operations. The core function behind the improvement of management is in the provision of guest folio, a factor important in the provision of services to the guest. In as much as this is not a primary goal of introduction of technology in Royal Garden Hotel, it is an indirect benefit, which accrues to the net yield of the hotel. One means of using technology to reach customers is by websites. This is because customers are increasingly applying voice recognition mechanisms and call routing technologies. They access hotels through websites where they speak to computers routing their calls to relevant departments. A website proposal for the hotel, therefore, would target various audiences. For instance, various company executives can access the website and check various services offered by the Hotel. This is because company executives often have meetings in hostels with partners from overseas of internal customers (Leong 2001, pp 201). Tourists also remain a central segment of the targeted audiences who book online through various websites before arriving at their destinations. To prevent customers who access the site from being bombarded with run-of-the-mill products the website developed by the hotel, must meet all requirements as well as expectations of customers to gain the competitive advantage. It is from this perspective that Royal Garden hotel management should employ the automated system, which can impart