Tan, Kim-Lim, Yeap, Peik Foong, Cheong, Kevin Chuen-Kong, and Loganathan, Shanu Rekha (2025) Crafting an organizational strategy for the new era: a qualitative study of artificial intelligence transformation in a homegrown Singaporean hotel chain. Business Process Management Journal, 31 (8). pp. 104-123.

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Abstract

Purpose This study discusses the strategic integration of artificial intelligence (AI) within the hospitality industry by examining the experience of a locally owned Singaporean hotel chain. It will address a central gap in the prior research’s lack of attention to employees’ perspective of AI adoption in domestic hotel chains.

Design/methodology/approach Using the grounded theory approach, this study used a thematic analysis of in-depth interviews with ten managers of a locally owned hotel chain who plan to implement AI in their chain.

Findings The results show that while AI offers many advantages, including lower costs, more effectiveness, and better customer experience, human intervention is still necessary to provide individualized and personalized attention and service. The study emphasizes the necessity of a well-rounded strategy that uses AI’s potential without sacrificing the crucial human element that characterizes the best hospitality experience.

Research limitations/implications Future research should address this study’s limitations using larger, diverse samples and mixed methods to explore AI adoption’s impact on hospitality.

Practical implications Leaders in the hospitality industry should foster an organizational culture emphasizing empowerment and continuous learning to integrate AI technologies successfully. The insights from a Singaporean hotel chain suggest that AI adoption can enhance employee and customer experiences. However, effective AI strategies require considering cultural and organizational differences and communicating their benefits. Aligning AI implementation with customer preferences, such as offering tech-driven solutions for younger, tech-savvy guests while maintaining personal interaction for less IT-savvy customers, is key to maintaining branding. This strategic, differentiated approach ensures AI enhances operational efficiency and maximizes guest satisfaction through tailored, personalized services.

Originality/value This study is unique in its focus on the employees’ perspective of AI adoption within a domestic hotel chain in Singapore, a viewpoint that has been largely overlooked in previous research. By employing a grounded theory approach and conducting in-depth interviews with managers, the study provides rich, qualitative insights into the practical challenges and benefits of integrating AI in the hospitality sector. This approach highlights the operational advantages of AI and underscores the indispensable role of human interaction in delivering personalized and high-quality service, thus offering a balanced view of AI’s impact on the industry.

Item ID:	85147
Item Type:	Article (Research - C1)
ISSN:	1463-7154
Copyright Information:	© Kim-Lim Tan, Peik-Foong Yeap, Kevin Chuen-Kong Cheong and Shanu Rekha Loganathan. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/ licences/by/4.0/legal code
Date Deposited:	21 Apr 2025 21:54
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3599 Other commerce, management, tourism and services > 359999 Other commerce, management, tourism and services not elsewhere classified @ 100%
SEO Codes:	28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 100%
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