Standardisation, customisation and digitalisation in the international hotel industry: a European perspective

Abstract

The aims of the research are various but they all deals with the complexity of the choice between standardization and customization in the hospitality industry. In particular, the author wants to make clear that the choice is not between black or white. A perfect mix between delivering a standard experience and a tailored one is what makes the difference between successful and poor performances. The paradox between standardization and customization is not easy to solve and many theories came up during the years. Many authors tried to give their personal idea about the issue. It is clear enough that the standardization simplifies and makes life easier, it is efficient, cost-effective, predicable, calculable. But..we now came to a point in which standardization in the reservation process, room cleaning, arrangement of rooms, process of welcoming guest on arrival is not enough. The guest is now demanding more and hotels are adapting to it, trying to make every guest feeling special, increasing loyalty, coping with competition . In the dissertation, the author analyses one of the biggest international hotel company in Europe and empirically proves the connection between standardisation and customisation, linking them to a bunch of activities of daily use in the hotel and explain that they are not alternatives to one another, but they need to be used simultaneously. The other goal is to link the debate between standardisation and customisation to the performance of the hotel. She proves how some activities, if they are both standardised and customised at the same time have a greater impact on a performance indicator. The final goal is to prove that hotels with high level of both standardisation and customisation have better average performance indicators. This research aims to be a persuasive tool to motivate the general managers in the simultaneous application of standardisation and customisation to their processes, because it is proved that the performances are better. The research also considers the big role of the digitalisation of the experience. The new trend, even if it is not already commonly used as it should be, is becoming the pillar for the base of the competitive advantage. Digitalisation is used to improve both standardisation and customisation and helps the firms to deliver a better service to the consumers.