Emerging Trends in the Hospitality Industry

This report discusses the emerging trends in the hospitality industry, with a focus on Adelphi Hotel and Spa. It covers appropriate leadership styles, organisational responsibility, responsible leadership, and corporate social responsibility. The advantages of corporate social responsibility for Adelphi Hotel and Spa and the wider community are also evaluated.

Emerging Trends In The
Hospitality Industry
Table of Contents
Introduction .....................................................................................................................................3
Main Body ......................................................................................................................................3

Determine appropriate leadership styles for Adelphi Hotel and Spa with its justification.........3
Critically evaluation of organisational responsibility and responsible leadership to facilitate
competitive advantage.................................................................................................................6
Evaluation of corporate social responsibility deliver advantages to Adelphi Hotel and Spa and
wider community incorporating civil society and government...................................................8
Explain about the benefits of social media into critical manner and its related risks. In which
manner these risks could affect the organisation and evaluate strategies for risk minimisation..9
CONCLUSION.........................................................................................................................12
References......................................................................................................................................13
Introduction
The emerging trends refers to the changes accordingly to the change in time such as
change in technology, influencer marketing, networks, fashion etc. Hospitality industry involves
different types of business and services which are indirectly or directly involves the satisfaction
to the customers. This industry involves various other industries within themselves such as travel
and tourism industry, food and beverage industry etc. In the present report, The Adelphi Hotel

and Spa is taken into consideration (Amatulli, De Angelis and Stoppani, 2019). It was opened in
1914 and was managed and owned by Britannia Hotels. It contains dinning, conference and 402
en-suite bedrooms and gymnasium facilities. With an appropriate justification the suitable
leadership style followed by Adelphi Hotel will be discussed. Apart from this, the assess of
organisational responsibilities and responsible leadership leads to facilitate competitive
advantage will be explained in context to Adelphi Hotel and spa. Furthermore to this, it will also
determine that how corporate social responsibility and social media will be an advantageous to
the hotel. In order to minimise the risk the analysis of various strategies or the company will be
discussed so that it helps to increase sales, market share and profitability of the company in its
long run.
Main Body
Determine appropriate leadership styles for Adelphi Hotel and Spa with its justification.
Leadership:
It provides direction to the employees and a company so that the work can be done
appropriately and efficiently. In order to attain the group objectives effectively it is the art of
influencing people. A good leaders must have skills such as interpersonal skills, self confidence,
good communication skills, management skills etc. so that they can improve the quality and
motivate other employees of an organisation (Book, Gatling and Kim, 2019). It plays a crucial
role in management which help to maximise the company's efficiency and organisational goals.
It is about making a plan in order to set the directions, build an inspiring vision and create
something unique. For an effective leader the various are required which are follows: Effective Communicator: Leaders need to be a good communicators so that they can
able to solve the problems, clearly and concisely problems can be explained and provide
the solutions in an organisation. On different levels leaders can able to communicate such
as one-on-one, email, via phone etc. Acting Strategically: It is important for the leaders to be forward thinking and use open
minded approach. It need to be focused on the operational conditions and should try new
approaches and ideas which will enhance the organisation productivity. It should need to
maintain positive outlook and focus on the future (Bravi and et.al., 2020). It need to be
genuinely interested and wider business environment.

 Vision For The Future: In order to benefit the company the leaders makes the clear and
concrete goals so that they can achieve the goals efficiently and appropriately without
any delay and hurdles. Practice being graceful and adaptable as it allows the business
models and implement new strategies to evolve over time. Accountable and Responsible: A good leaders hold themselves accountable and take
responsibilities for the mistakes made by them and expect the same thing from the other
employees working in an organisation. The work should be within established procedure,
productive and efficient in their decisions.
 Make Others Feel Important: In an organisation it is a duty of a good leader to make the
employees feel important and comfortable because it is right thing to do. It helps to create
the better work environment, get the work done and help them succeed in an organisation
effectively and efficiently (Dogru and et.al., 2020). This can be done by appraising,
recognising, motivating them etc.
Leadership Styles:
It refers to the methods and behaviours when directing, motivating and managing others.
It also determines how to make strategic plans and implement them for stakeholders and the well
being of teams accounting the expectations. There are different types of leadership styles which
are discussed in detail given below:
Democratic Leadership – It plays the high value on the knowledge, diversity of the team
and skills. It is also known as participative leadership and is commonly effective for the
organisation. The leaders the excellent listeners and in their leadership it helps to develop the
confidence by utilising the collective wisdom. In the process of decision making it motivates the
employees by encouraging them to take participation. This leadership style is seen from
government or private organisation to universities or schools.
Laissez Fair Leadership – In this style of leadership it avoids responsibilities and power
as it is sometimes effective. If the members of the team in an organisation competent, take
responsibilities and in individual work prefer engaging (Gehrels, 2019). The innovations and
creativity are highly valued. It is opposite of autocratic leadership style. It is adopted by the
managers when the team members are well trained, highly experienced and require little
oversight. Sometimes it creates difficulty in order to adapt the change and creates disagreements
among the staff which may lead to poor motivation and low morale.

Autocratic Leadership – It is an inverse of democratic leadership and is also known as
authoritarian leadership. It creates the consistent results and in implementation of plans the
mistakes can be reduced. It can be clearly emphasised by the chain of command and it focused
entirely on efficiency and results. It can be useful for the company which has compliance heavy
industries or heaving strict guidelines. It generally take the decisions with a trusted group, small
or alone and expect from the staff or team to do exactly what they asked to do.
Transactional Leadership – It is sometimes effective and in this style of leadership the
managers set up predetermined incentives which is generally in the form of monetary reward for
success. The leaders focused on the training, mentorship and instruction in order to achieve the
objectives and enjoy the rewards. It helps to motivate and encourage the employees by using
incentive programs (Kim, Malek and Roberts, 2019). By the help of using chain of command it
eliminates the confusion and creates system as it is easy to implement by the leaders and easy to
follow by the employees.
From the above leadership styles it has been concluded and analysed that Adelphi Hotel
and Spa uses autocratic leadership which allows the leaders of Adelphi Hotel to convey their
messages and thoughts clearly to the employees or staff members. By the help of this style it
reduces the mistakes which occur at the time of implementation of plans. It helps the leaders of
Adelphi Hotel to reduce the time in effective decision making and is benefits for the company
who need a great deal of supervision for the employees who have no or little experience. It
makes the employees or team feel confined and creativity.
Critically evaluation of organisational responsibility and responsible leadership to facilitate
competitive advantage.
Organisational Responsibility
In an order to conduct the performance in an organisation effectively and efficiently it is
the key responsibility for the company. It is the duty of an employee to perform and complete the
task for the company. The policies of organisational responsibilities are different from other
organisation (McCartney and McCartney, 2020). It can be easily understand by the following
examples such as economic performance, strategic responsibilities, environmental performance
and social performance.

Strategic Responsibilities – It is the primary responsibility of the leaders within the
company to to build the coordination among the team members in order to achieve the
objectives. An organisation can increase the performance by using the strategic responsibilities
as these are the tasks used by team of strategic development. Here the tasks can be planning
development, setting goals, vision of the company and setting rules, regulations and policies. In
context to Adelphi Hotel and Spa, it plays an important part for the hotel as it implements the
goals which can focus to improve the status of the company. In order to achieve its goals
effectively the Adelphi design its strategies and policies accordingly.
Economic Performance – It refers to deal with the issues which is related to value or
amount of money, debt, wealth and investment. The objective of economic are stable inflation,
satisfactory balance of payment, low unemployment, growth and low inflation. The economic
policies are used in order to improve the conditions of the economy of the country which is
mostly set by the government (Mehraliyev, Choi and Koseoglu, 2019). In context to Adelphi
Hotel And Spa, by giving employment opportunity it helps the country and this part is done by
the human resources and leaders of the company. It can increase the economic performance by
providing learning and training programmes and by creating the safe working environment to
employees.
Social Performance – It creates social goals and values so that company can reach its
objectives or goals effectively and efficiently. It helps to improve the lives of poor and widen the
range of opportunities for people. It can increase the performance by respecting the social
customs and cultural heritage. With reference to Adelphi Hotel and Spa, it shows great respect
towards its customers, provide accommodation with wide range of facilities which satisfy their
needs and wants at an optimum level. It creates the wide range of opportunity and facilities such
as fine dining, gymnasium etc. and by fostering and preserving the health.
Environmental Performance – It refers to the result of business operations and activities
in an environment. It analyse the issues of environment such as ecosystem services, pollution,
energy erosion, biodiversity, climate and many more (Mostafa, 2020). In order to save the
environment the company uses various methods and techniques to measure the performance. In
context to Adelphi Hotel and Spa, through better energy management the company can use the
natural resources effectively and efficiently. By the use of latest technology it can recycle its
waste water or polluting waste and in terms of employment it makes an effort.

Responsible Leadership
Responsible leadership plays an important part as it engage in long term thinking and
perspective taking. For the consequences of their behaviours and actions the leaders are willing
to be help responsible and accountable. For a range of stakeholders they are expected to meet
multiple obligations. It is associated with the stakeholders combining around based on values and
principles of ethics and taking place in the company. This can be understand by following
examples of direction, engagement, alignment and renewal.
Direction – There are three elements of direction namely supervision, motivation and
leadership. In leadership direction it helps to guide the employees for a work in a purposeful
direction. It is a crucial aspect in management as deals directly with influencing, guiding and
supervising employees so that company can achieve its goals efficiently (Moyle, and et.al.,
2020). In context to Adelphi Hotel, it supervise and guide its employees so and influence them to
achieve its goals and objectives effectively and efficiently.
Engagement – It refers to the level of devotion and level of dedication which an
employee feel towards the work. It is an important part as it create better work culture, increase
productivity, customer relationship, reduce employee turnover and build better work which
impact profits of the company. With reference to Adelphi Hotel and Spa, it will help the
company in growing customer database and new customers sign up. It is the strength for the
company as it builds emotional and mental connection with its employees and feel towards the
work they do.
Alignment – It means at all level the employees were aware about the purpose of the
company and make the decisions accordingly. It is the duty of a good leader that all the strategies
and information to be passed at all level of the employees clearly and effectively. In context to
Adelphi Hotel and Spa, the leaders of the company makes sure that they great services to its
clients.
Renewal – It is designed to address and response to the declining the performance as it
helps the organisation to revitalise organisational capabilities, stabilise operations and resources.
With reference to Adelphi Hotel and Spa, they make renewal strategies at a regular interval of
time so that they can increase its sales, revenue and market share. It is done on the large scale
and improves the efficiency of the business (Nieves and Diaz-Meneses, 2018).

Evaluation of corporate social responsibility deliver advantages to Adelphi Hotel and Spa and
wider community incorporating civil society and government.
It is the idea that integrate the needs of customers, suppliers, employees, stakeholders,
government and organisation. It is also referred to corporate accountability, corporate citizenship
and business ethics. There are different advantages of corporate social responsibility for the
government, organisation and civil society which are explained in detail. Increased Employee Satisfaction – The employee provide great services to the clients as
well as to an organisation which is done only when employees are satisfied by the
company and feel proud to work with organisation they work for. An employee less look
for a job change as they have the positive attitude towards the company (Organ, 2018).
In context to Adelphi Hotel and Spa, it motivate the employees and work towards
employee well-being. It gives opportunity to volunteer and sense of community specially
during the working hours. Enhance Positive Relationship – By the help of corporate social responsibility it helps to
build public trust which leads the healthier consumer and company relationship. In
context to Adelphi Hotel and Spa, it is benefited from the positive relationship by the
worth of mouth marketing instead of generating free publicity. Company do not waste
money on expensive marketing or advertising campaigns. It helps to build the positive
relationship between its managers and subordinates, staff members and customers etc.
which will enhance the sale of the company. Sustainability – It creates the long term benefits and it is one of the most crucial part for
a business. To become more sustainable corporate social responsibility helps the
companies. With reference to Adelphi Hotel and Spa, for the electrical appliances the
company uses solar panel which help to save the electricity and large amount of money.
It encourages to use renewable resources and reduce the energy as it helps in reducing the
carbon emission. In order to provide the better facilities the company can reduce the use
of air conditioner and lights (Uen, and et.al., 2018). Increases Sales and Customer Loyalty – It is the corporate social responsibility to
increases the sales and able to satisfy the customers needs and wants so that they can
build customer loyalty. In context to Adelphi hotel, it accommodate and provide world
class facilities to its customers which help to build customer loyalty and increases the

revenue for its future growth. Once they satisfied the customer there will be more chance
to come and stay again at the same place. The hotel provides advance facilities to its
customers which helps to build customer satisfaction at optimum level. Promote Quality Health Care – With reference to Adelphi Hotel And Spa, it uses the
clean and hygienic equipments which will indirectly help to improve the health of the
general public and clean the environment. The hotel provides basic medical equipments
in each room so that it can solve the problems related to medical (Yagmur, Ehtiyar and
Aksu, 2019). It also has the medical room with a doctor for both the employees and
customers which will satisfy and solve the problem related to health at an optimum level. Encourage Personal And Professional Growth – The company provides benefits to not
only employees but also to the society because an organisation also works towards the
society. The role of the corporate social responsibility is to provide the opportunity and
encourage professional and personal growth. In context to Adelphi Hotel and Spa, in
order to achieve the goals and objectives it encourages the employees by providing them
training and development programs to enhance the knowledge and skills.
Explain about the benefits of social media into critical manner and its related risks. In which
manner these risks could affect the organisation and evaluate strategies for risk minimisation
There are certain benefits of social media which are defined into the following manner:
 Can reach towards larger audiences: There are different kinds of people who uses
social media platforms and its a great opportunity for the business to reach towards the
large number of people which are interested into the hotel products and services(Felix
and et.al., 2017). It also opens the door for business in order to find more leads that hotel
wants into the products and services.
 Direct connection with the audience: Social media is one that strategy through which it
allows to connect directly to the audience. It helps the business into number of ways
which includes knowing them into a better manner and also provides better customer
services into positive manner. Through soical media platforms it is easier to gain valuable
insight about the customers
 Can create organic content: The incredible benefit of social media for the business is
the ability to post organic content for free. In this it opens up the opportunity for the

company in order to connect with valuable leads at no cost. It is also the main reason due
to which companies love to use social media platforms These platforms basically enables
to post videos, photos and more which basically depends upon social media network.
This is the great way to put brand out in front of people who are interested in the business
and support them to get more familiar with it.
 Have access to paid advertising services: There is every social media platform who
offers their own form of paid advertising. The social media advertising capabilities will
vary upon the platform. Paid advertisement basically offers the business the opportunity
to connect with interested leads which haven’t into the business yet(Guesalaga., 2016).
These are the platforms which allows to tailor the ads to appear in the feeds of people
who are basically looking for the products and services. It basically creates a big
opportunity for th business to expand the reach and obtain new leads as well.
 Viral content can be created: The most uniue advantage of using social media
platforms is the ability to get help from the followers. People also love to share things
with their networks from recipes and photos to interesting hot deals and articles as well.
The wider the reach is the followers can share with their followers which gives the wider
reach than a traditional marketing campaign. As social media platforms has their own
benefits but it has certain disadvantages as well. In context to Edinburgh Grand Hotel,
they can use social media platforms for their own developmet and growth and also for
creating their strong brand image into market. But these social media platforms act as
disadvantageous factor in terms of the hotel if its inot used into appropriate manner.
There are certain risks related to using social media platform into context of Edinburgh
Grand hotel which are defined into the following manner:
 Unmonitored social media accounts: There are accounts of social media which are left
unattended that are used a target for hackers(Graha and et.al., 2015).When they have
proper control then they can post fraudulent content, virus infected links, misinformation
about the brand and virus infected malware or links as well.
Mitigation: This risk can be mitigated through monitoring the social media accounts on
the regular basis in order to ensure that they have not been compromised. The
interactions of loomly can support in terms of managing comments, messages, mentions
on the social media accounts.

 Imposter accounts: These are the accounts which looks in a very genuine manner but
under closer inspection which turns out to be fake accounts. According to the latest report
of Link din transparency it shows that they took action around 11.2 million fake accounts.
There are mostly accounts which be blocked by automated defences but there are more
than 85000 fake accounts which wee only addressed once the member has reported them.
Mitigation: This is the risk which can be mitigated through verifying the social media
accounts with the trusty blue tick so that people can recognise the brand genuine account.
When influencer marketing has been used then check the potential influencer accounts
whih are bonafide before starting any campaigns.
 Privacy settings: There are many users which includes brands accept the social media
accounts default settings when creates a new profile or page for their business (Lam.,
2016).. According to statistical survey, it has been observed that they were not confident
enough that the privacy settings selected on the social media accounts worked as
expected.
Mitigation: This is the risk which can be mitigated through making sure that the
individual has IT and user policy guidelines which outlines what setting s should be used
when creating new social media accounts.
 Vulnerable third party apps: When social media accounts have been secured then there
may be back doors in third party apps that hackers can expose.
Mitigation: This risk can be mitigated through making sure that the individual use
certified and trusted third party apps which are official partners of the social media
platforms such as Loomly.
So these are the risks through which social media platforms can create hindrance in terms of
working of an organisation or businesses as well(Schivinski, and Dabrowski., 2015). Although
social media platforms has their own lots of advantages but it somewhere can act as in the
parameter of threat for not working into appropriate manner and not has been used into the
smarter manner by the organisations or businesses as well. That’s why social media platforms
are important into this modern business world but up to a certain extent it must be used into
effective manner.
CONCLUSION

The above stated report concludes that hospitality industry plays a significant role in this
business world and also have importance into the context of proper economic development and
growth as well. It has been concluded that for running an organisation into effective manner it is
important to have strong leadership and strong leadership depends on their traits as well. There
are different kinds of leadership styles which can be implied at the organisational level according
to changing period of time. It has been determined that there are lots of responsibilities of an
organisation and responsible leadership also plays a significant role in terms of achieving
organisational objectives and goals as well. It has been observed that there are lots of corporate
social responsibilities which needs to be followed by businesses or organisation in order to work
into ethical manner. It has been observed that there are certain advantage of social media
platforms and also there are certain risks related to it due to which it is very challenging to work
in such kind of environment. Al though social media platforms can help in terms of getting
popularity of business and can contribute in terms of increasing or making stronger brad image
as well.

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