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Impact Effort Matrix
Yohan Nanda
Created on February 11, 2024
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Transcript
Travelodge
OYO Rooms
The Marriott
Booking.com
Airbnb
High
Low
Low
High
Mastery of digital technologies
Business model readiness for digital operation
Mastery of Digital Transformation Strategies
OYO Rooms
OYO is a technology led, budget hospitality firm and is one iof the fastest growing hotel chains in the world with over 21,000 properties in 20 countries (Borko, 2019). OYO utilizies many different digital solutions that assited the firm with its rapid expansion. OYO currently utilizes more than 50 different digital products and services such as Google analytics and jquery (Crunchbase, 2024). However, despite its impressive use of techonolgy, OYO may struggle to implement new techonology in their hotels to due low skilled workers, especially in South Asia, where OYO is extremely prominent. However, the company have launched their own program, OYOversity, to help combat this issue and upskill their labor force (Kumar & Singh, 2021).
Airbnb is the 2nd most used accomodation booking platform in the UK (Spearman, Geweise, Rau & Lindt, 2023) and a master of digital transformation strategies. Airbnb has utilized many different digital solutions such as advanved search mechanisms, seamless booking systems and impressive data analytics (Khubwani, 2023). Being the first company in an undeveloped market (alternative tourist accomodation in people's homes), Airbnb has gone through many stages of trial and error since its launch in 2008 to reach where it has today (Reinhold & Dolnicar, 2021).
Airbnb
The Marriott was named one of the "most innovative firms in the world" in 2017 by Forbes and it is evident to see that the Marriott has made large strides in digitally transforming and developing their business, which shows that The Marriott is ready for digital operation. However, The Marriott is still not the leader of digital technologies in the hospitality industry. Although The Marriott is not as digitally advanced as hotels like "Alizoo", this is due to the fact that The Marriott still wants some human element to their services.
The Marriott
Travelodge
Travelodge is one of the UK's most popular hotel chains by brand awareness (Statista, 2023) and a significant competitor to the Marriott. Since it is a budget hotel chain, Travelodge's main objectives are to optimize and reduce costs. While the Travelodge initially has started their own digital journey, it was quickly realized that assitance would be required to mature digitally. Travelodge had partnered with firms such as digital works group (DWG) to improve their digital transformation journey.
Booking.com is argubably one of the most innovative and digitally transformed firms in the hospitality industry. Throughout the last decade, booking.com has disrupted the hotel industry forever changing how people book hotels. Booking.com is the most popular and used online travel agency (OTA) in the UK (Spearman, Gewiese, Rau & Lindt, 2024). Booking.com also runs around 25,000 online experiments a year to maintain its position as the most used accomodation booking platform on the market (Thomke, 2020). Due to these reasons it is clear to see that booking.com is ready for digital operation and well ahead of its competitors in the digital transformation race.