The Robot Hotel concept

External environment
of the Robot Hotel concept
Description: Robot hotel, one new ***** hotel in Prague, reputable

Political
a. Global:
i. political efforts to open the market opportunities and
encourage business travelling and leisure travelling
ii.Political preferences and relationships for global economical
improvement
b. Czech republic EU presidency until June 09
c. Political efforts to increase employment in the companies, hotels
including.
d. Czech invest organisations puts efforts

Economic
e. Global:
i. Implementation of Euro currency (negative impact of
postponing Euro implementation)
ii.Economic downturn affecting the economy at least for
upcoming 2 yrs
iii.Decreasing costs of high-technology robots and automated
gadgets
f. Regional
i. Efficiency advantage for Prague in EU region
ii.Czech republic officially classified as a developed country with
stabile economy
iii.Currency fluctuation
g. Prague
i. Competition reduction

Socio-cultural
h. Global
i. Diversity within different cultures and diversity within one
culture/nation, cosmopolicy
ii.Ageing of the population
iii.Modernization and raising expectations on services
iv.Higher expectations of welfare, health services and lifestyle
i. Regional
i. Party town (UK), wedding travelling, medical tourism
j. Prague
i. Increase of business travelling during the EU presidency and
afterwards
Authors: Elena Halepova, Sarka Smrskova, Slavko Trpic, Pavel Ondrak, Vit Horky
Date: March 31, 2009
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ii.Changes in the structure and preferences in the tourist
segments

Legal
k. Global
i. Opening policies for free international trade and business in
“western” countries
l. Regional
i. visa procedures for non-EU residents
ii.long bureaucratic procedures
m. Prague
i.

Technological
n. Global
i. Online search, online reservations
ii.Online mediators, online advertising
iii.Online customer service (check-in / check-out, customer
feedbacks, wifi)
iv.The rate of technological innovations are speeding up
v.Mobile technology
vi.Growing accessibility of information related to hospitality
vii.Growing competition online
o. Regional and Prague
i. Databases of trustworthy hotels within Czech Republic, run by
Prague the city
ii.Using specialized mediators for promotion and marketing

Environmental
p. Global
i. Green trends in hospitality, impacts; impacts: growing
operational costs, opportunity to find niche
ii.Need of alternative sources of industry
iii.Czech people do not speak foreign language still (DE, RU, CH,
..)
q. Regional
i. Negative reputation because of Temelin (Austria), Radar
shield (Russia)
r. Prague
i. Criminality of foreign citizens in Prague (Nigerians, Russians),
reputation

Authors: Elena Halepova, Sarka Smrskova, Slavko Trpic, Pavel Ondrak, Vit Horky
Date: March 31, 2009
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Task environment analysis

Description: Robot hotel, one new ***** hotel in Prague, reputable

Competitors
According to our competitors analysis there not exactly the same
concepts of Robot hotel as we suggest. From global perspective we can
consider the five starts hi-tech hotels as potential competitors. Locally,
we will compete with other five stars hotels.
Here we take a look at some hotels and manufacturers that are doing some
exciting things in technology to attract new customers
Opening in late 2009, Las Vegas’ CityCenter will debut some of the most
advanced guestroom technology available. Control4 is on the scene, providing
personalized automation for every guestroom. For example, as guests near their
room, the room lights will turn on automatically, curtains will part, and the TV will
turn on to display a list of automated controls that each guest can personalize.
The Control4 system will also offer climate control, music, wake-up calls, and
more. Green settings let you "green your stay" by choosing light level,
temperature, and how often linens and towels are changed. Best yet, settings are
remembered for the duration of your visit.

Farther north, Hotel 1000 in downtown Seattle recently added Microsoft Surface to its
Studio 1000 suite, located next to the lobby. Guests are presented with the 30-
inch display in a table that recognizes touch, gestures, and more. They are able
to interact with the virtual concierge, which offers guests 100 points of interest in
the area. Or they can check out previously loaded photo albums and videos and
even insert their own memory cards or sample music.

Microsoft Surface isn’t the only technology you’ll find in the walls of this hotel,
however. The tech-minded 1000 features a multi-million-dollar technology
infrastructure: touch-screen VoIP phones, intelligent private bars, ambiance
controls with infrared technology, 40-inch LCD HDTVs, electronic “do not disturb”
functionality, and digital audio docking stations in every room. Virtual golf is
available for those who want to practice their swing before hitting the links. Oh,
and there is that ultra-groovy electronically operated privacy screen between
bath and guestroom!

Hi Hotel Nice, France

This 38-room urban bolthole in Nice, created by French designer Matali Crasset
from the skeleton of a 1930s building, is an "active hotel where everything is
modulable". This translates into sofas that serve as loudspeakers and "digital"
guestrooms where the furniture is formed from computer screens and all the
facilities are operated via remote control. It sounds scary, but is really quite
groovy.

Authors: Elena Halepova, Sarka Smrskova, Slavko Trpic, Pavel Ondrak, Vit Horky
Date: March 31, 2009
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Hi Hotel, 3 Avenue des Fleurs, Nice, France (00 33 49 707 2626; www.hi-hotel.
net). Doubles start at €185 (L126), including organic breakfast.

Cotswold House, England

This is the ultimate weekend retreat for those who think the accessory for head-
to-toe tweed is an iPod. Rooms feature complimentary broadband access, the
chance to experiment with a bit of mood lighting in the bathroom and a Loewe
entertainment system that not only plays music but lets you download digital
photos. But the USP must be one of the recently launched Montrose rooms, which
offers guests the chance to snooze on a special L14,000 bed. There's no comfy
mattress, though - it's made from 10,000 capsules that contour to the shape of
your body.

The Cotswold House Hotel, The Square, Chipping Campden, Gloucestershire

(01386 840330; www.cotswoldhouse.com). Double rooms start at L130, including
breakfast.

Le Meridien Cyberport, Hong Kong

The five-star Le Meridien is part of Hong Kong's futuristic L1.15 billion Cyberport
project at Telegraph Bay in the south of Hong Kong island. The hotel sits
alongside equally hi-tech office buildings, a shopping and entertainment centre
and a deluxe residential development. The aim is to create an interactive
environment purpose-designed for local and visiting IT professionals.
Unsurprisingly, the hotel features pretty much everything the geek-about-town
requires. As well as the usual plasma-screen TVs and Wi-Fi, guests are provided
with cordless phones that can be used throughout the complex - from the
swimming pool to the jogging track.

Le Meridien Cyberport, 100 Cyberport Road, Hong Kong (00 852 2980 7788;
www.hongkong.lemeridien.com). Doubles start at HK$1,243 (L90), room only.

Nine Zero Hotel, Boston, US

Even J Lo will have to ditch her shades if she wants to check into this swanky
boutique hotel. As well as dual-line cordless speaker phones, free hi-speed
internet access and top-of-the-range sound systems and TVs, guests who book in
to the Cloud 9 penthouse get to use iris identification security. A photograph of
guests' eyes is taken on arrival, encrypted into a code and, within a blink, they
only have to gaze in the direction of the door to gain access to their suite.
Standard rooms and suites don't have biometric ID security yet, but guests can
still make the most of the other in-room gizmos, as well as several specially-
designed pieces of furniture that are also available to buy.

Nine Zero Hotel, 90 Tremont Street, Boston, US (00 1 617 772 5800;
www.ninezero.com). Doubles start at $258 (L143), room only.

Authors: Elena Halepova, Sarka Smrskova, Slavko Trpic, Pavel Ondrak, Vit Horky
Date: March 31, 2009
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Semiramis Hotel Athens, Greece

The designer Karim Rashid's funky, candy-coloured Semiramis feels like one big
techno-toy. A member of the Design Hotel group, its very playful rooms feature
artwork that doubles as bedside lighting, plasma screen TVs, remote-control
utilities, Alessi telephones, wireless internet access and scrolling LED message
signs sunk into the floor outside each door. Word is that voice-activated gadgets
and wands for accessing rooms, operating lifts and paying for drinks by the pool
are also in the pipeline.

Other competitors
a. Four Seasons
b. Rocco Forte – Augustint
c. Kempinski
d. Sheraton
e. Buddha Bar Hotel
f. Mandarin Hotel

Customers
Segmentation:

1) Males and females

2) Productive age and seniors
3) 35 – 60yrs old
4) High income
5) Computer-savvy; fast adaptors of new technologies

Suppliers
a. Food and beverages
b. Cleaning supplies as well as personnel(can also be an external company)
c. Furniture and decorations (e.g. Interior Design studio)
d. Bed linen, towels, robes, etc
e. Consultants
f. Construction and repair maintenance(general repairs as well as major
damages fix)
g. Promotional materials
h. Security
i. Technology:
a. Business centres
b. Communications
c. Computers and internet
d. Payment transactions
e. Reservation systems
f. Facility management
Authors: Elena Halepova, Sarka Smrskova, Slavko Trpic, Pavel Ondrak, Vit Horky
Date: March 31, 2009
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g. Equipment management and repair(especially for robot parts and
etc)
h. Energy control

Distributors

Additional info and details

Here are some articles about current automatization in hotels and futuristic
concepts about it:

1. Futuristic hotel http://hot.gettys.com/about.php

2. Marriot's and Hilton's ideas http://www.usatoday.com/travel/hotels/2005-
03-16-hotel-kiosks_x.htm
3. Surveys and research about customers opinions on such services
http://www.selfserviceworld.com/research_279.php
4. Robotic vacuum cleaner
http://store.irobot.com/product/index.jsp?productId=2898148&cp=280460
5&ab=CMS_IRBT_StoreHome_022209_Roomba580
5. http://freakonomics.blogs.nytimes.com/2008/08/01/why-dont-hotels-use-
roombas/
6. Self-check in system
http://gohawaii.about.com/od/oahuphotos/ig/embassy_suites_waikiki_photo
s/embassy_suites_007.htm

Authors: Elena Halepova, Sarka Smrskova, Slavko Trpic, Pavel Ondrak, Vit Horky
Date: March 31, 2009