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Topic:  Case Study – NH Hoteles

Please ensure you read the assignment rubric for specific details on the requirements for this essay!

ITS 531 Module Seven Essay Guidelines and Rubric

Topic: Case Study – NH Hoteles

Overview: Social media and the Internet have transformed the hotel industry. By writing millions of reviews a year on websites and mobile
apps, travelers are among the most empowered and influential consumers in the world. As NH Hotels aggressively expanded their global reach,
accessing and analyzing the vast amount of customer feedback became critically important to maintaining their online reputation – and securing
their future success. Review the following case study and respond to the questions listed in the critical elements section to develop the content
of your essay.

A project developed on Google Cloud Platform – NH Hoteles: Making a reservation for the future

Challenge

To initiate the process of more efficient customer data collection, analysis, and reporting, NH Hotels used off-the-shelf software tools.
These programs proved inflexible and they also lacked critical features, such as benchmarking their competitors, which were
required by NH analysts. Development cycles dragged on and deadlines were consistently missed. NH Hotels turned to Paradigma,
a technology consulting firm based in Madrid, to build a customized solution.

Solution

After several meetings with NH Hotels to understand their needs, Paradigma set up a small development team (including a
representative from NH). This cooperative approach accelerated development time and gave Paradigma the confidence to select the
most appropriate technologies for the project. Using various software tools, such as Grails and JQuery, Paradigma designed an
elegant customized solution called “Quality Focus Online.” For optimal performance, the development team decided to host this

Aditya Vadde

Aditya Vadde

Aditya Vadde

system in the cloud. Paradigma recommended a Google Cloud Platform solution that used Cloud SQL as a fully managed database,
combined with Compute Engine for rapid translation of multilingual customer reviews.

“Quality Focus Online turned out to be easy to use from day one. It helps me save a lot of time and improves our business” says
Javier Mármol, Director of Hotel NH Palacio de Tepa in Madrid. “For example, we discovered from reviews that noise was a problem,
so we increased our room insulation – and

our positive scores shot up overnight.”

About the Quality Focus online tool

The Quality Focus Online tool processes, interprets, rates, reports and monitors the reputation and performance of the 400 hotels of
the network, individually. It turns a lot of unstructured information into meaningful and actionable analysis.
Half of the guests’ reviews analyzed by the tool are from NH Hoteles’ own surveys and half from reviews on 3rd party sites like
Tripadvisor.

Results

Quality Focus Online can now process, interpret, rate, report and monitor the reputation and performance of each individual hotel in
the NH group. Hotel guests can use their mobile devices to immediately deliver feedback about such topics as service, cleanliness,
value and food. Half of guest reviews captured and analyzed are from NH Hotels’ own surveys and half are from reviews on third
party sites such as TripAdvisor.

The Quality Focus Online tool aggregates and processes over 200,000 reviews a year and is used more than twice a week by all NH
hotel directors throughout the world to identify problems and make informed decisions in near real time. For example, NH Hotels has
averaged 20% less negative reviews monthly after adding Wi-Fi access to every location. NH Hotels also was able to track the direct

correlation between expenditures (e.g., adding more noise insulation to rooms) and customer satisfaction. As a result, executive
management at the highest level has become more confident in making these types of bottom line decisions.

“Quality Focus Online turned out to be easy to use from day one. It helps me save a lot of time and improves our

business. For example, we discovered from reviews that noise was a problem, so we increased our room insulation – and

our positive scores shot up overnight.”

—Javier Mármol, Director of Hotel NH Palacio de Tepa in Madrid

______________________________________________________________________________________________________________________

Guidelines for Submission: Using APA 6th edition style standards, submit a Word document that is 2-4 pages in length (excluding title page,
references, and appendices) and include at least two credible scholarly references to support your findings. The UC Library is a good place to find
these sources. Be sure to cite and reference your work using the APA guides and essay template that are located in the courseroom.

Include the following critical elements in your essay:

I. What does Big Data mean to NH Hoteles? Briefly describe how this organization came to realize that Big Data was the key to improving their
business operations. How did they determine what data was needed and how to manage the information that was available to them?

II. What were their main challenges? Explain the challenge(s) they encountered with data collection and the efficient processing of this
information to gain actionable insights about their hotels.

III. What was the proposed solution, and the impact of results? Describe the solution that was developed and implemented to solve their
business challenges with managing and analyzing customer feedback. How does the solution give NH Hoteles a competitive advantage and what
technologies were deployed to make this solution effective and efficient to serve its purpose?

Required elements:
 Please ensure your paper complies APA 6th edition style guidelines. There is an essay template located under the Information link.

 APA basics:
o Your essay should be typed, double-spaced on standard-sized paper (8.5″ x 11″)
o Use 1″ margins on all sides, first line of all paragraphs is indented ½” from the margin
o Use 12 pt. Times New Roman font

 Follow the outline provided above and use section headers to improve the readability of your paper. If I cannot read and understand it,
you will not earn credit for the content.

Critical Elements Proficient (100%) Needs Improvement (70%) Not Evident (0%) Value

Big Data

Describes how this organization
came to realize that Big Data was
the key to improving their business
operations and explains how they
determined what data was needed.

Describes how this organization
came to realize that Big Data was the
key to improving their business
operations but does not explain how
they determined what data was
needed.

Does not describes how this
organization came to realize that
Big Data was the key to
improving their business
operations nor explains how they
determined what data was
needed.

30

Main Challenges

Explains the challenge(s) they
encountered with data collection
and the efficient processing of this
information.

Provides short explanation of the
challenge(s) they encountered with
data collection and the efficient
processing of this information.
Explanation lacks detail.

Does not provide an explanation
of the challenge(s) they
encountered with data collection
and the efficient processing of
this information.

30

Proposed Solution and
Outcomes

Describes the solution that was
developed and implemented to
solve their business challenges and
how the solution gives NH a
competitive advantage.

Provides short description of the
solution that was developed but
does not explain how the solution
gives NH a competitive advantage.
Explanation lacks detail.

Does not provide a description of
the solution that was developed
and does not explain how the
solution gives NH a competitive
advantage.

30

Articulation of Response
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization.

Submission has major errors
related to citations, grammar,
spelling, syntax, or organization that
negatively impact readability and
articulation of main ideas.

Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas.

10

EARNED TOTAL 100%