Emerging Trends in the Hospitality Industry: Leadership, Organisational Responsibility, CSR, and Social Media

This report discusses the emerging trends in the hospitality industry, including leadership styles followed by The Bull Hotel, evaluation of organisational responsibility and responsible leadership, benefits of CSR and social media, and related risks. The report also includes a table of contents, introduction, main body, and references.

Emerging Trends in the
Hospitality Industry
1

Table of Contents
Introduction.....................................................................................................................................3
Main body .......................................................................................................................................3
Leadership styles which is followed by The Bull Hotel.............................................................3
Evaluation of Organisational responsibility and responsible leadership in hospitality industry 6
How CSR provides benefits to The Bull Hotel as well as to the government and civil society.9
Critically judge the benefits of social media and its related risks.............................................10
Conclusion ....................................................................................................................................12
References.....................................................................................................................................13
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Introduction
The industries which are directly or indirectly linked to provide assistance and
satisfaction to the consumers and that involves different type of business within them is called as
Hospitality industry. The different types of industries that are involved in this industry are like
tourism and travel industry, foods and beverages industry etc. These type of organization are
basically considered as a network of various organisation and said to be relatable and interrelated
with each other. In this report, the hotel that is taken into consideration is The Bull hotel. It is a 4
star hotel in Buckinghamshire, UK that was opened in 1688. This hotel have full English
breakfast with free UK calls and this hotel has also get an award for their bar and restaurant. The
appropriate leadership that will be followed by this hotel industry is properly explained and with
this their suitable justification is also discussed. In the below report, the assessment of the main
two concepts that are Organisational responsibility and responsible leadership are thoroughly
described with the context of The bull hotel(Ahmad, S.Z., Bakar, A.R.A. and Ahmad, N., 2018).
How the CSR has an positive impact on this considered hotel as well as the advantages that are
gained by social media are discussed. The risks that are associated with social media are too
discussed with suitable data.
Main body
Leadership styles which is followed by The Bull Hotel
Leadership is defined as the skill of a person or group of people to offers support as well
as guidance to their team members and their followers. The leaders plays a vital role in the
organisation as well as society because they consists of the skills to improvise some other
individuals and himself to do correct activities in the future. A good leader must posses various
skills such as management skills, interpersonal skills, communication skills, risk taker etc. in
order to become an effective leader. The main responsibility of a leader is to develop something
unique or new, motivate their team members, make an inspiring vision and setup a plan or goal
for their followers(Balasubramanian, K. and Ragavan, N.A., 2019). The traits of leadership
defines the capabilities or qualities that a person posses in themselves to become a good leader.
This skill enables an individual of a company to offer a suitable guidance as well as motivate
their team members in the whole workplace. The different qualities of traits that are must needed
to become an effective leader are discussed below: -
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Communication skills: - This skills enables an individual to conduct an effective talking
with some other person. Leaders must have this skill in order to talk to different types of person.
This kind of people are very much capable of defining the troubles and offers the solutions for
the same troubles.
Long goals and vision: - A leader must have this skill in order to increase the possibility
for the company to gain more profits. To accomplish the long vision or goals the leaders should
make the strategies that are definable and real. In the companies the occurring of continuous
change by adapting the improvised techniques enables the leader to get the desired goals
effectively and efficiently(Barron, P. and Leask, A., 2020).
Confident: - This skill or quality is the must needed quality that a leader should have in
order to make the tough as well as effective decisions for the firm. This trait helps the leaders to
motivate their team members and conduct an effective communication with their followers.
People oriented: - The leaders who are people oriented are said to be an effective leader
they have usually the skills to involve the other person at the time of making a good decisions in
the whole workplace. This skill also helps the leaders to maximize their power in order to do
more effective work in the organization.
Self Motivated: - The leaders who are capable of motivating themselves are also have the
quality to grab the vision or goals that are make by them. This skill enables the leaders to do the
work in more effective and efficient manner which moreover helps the organization to maximize
their profits and minimize their costs.
Stable Emotion: - A person who has the capability to be stable their emotions in the
worse situations are effective leaders. These kind of people usually have a great control on their
attitude or behaviour that in future enables them to overcome for the frustration and stress.
Different types of leadership style that are followed by various organizations are discussed
beneath:-
Collaborative leadership: - This leadership style is used by the leaders which is highly
focused on motivating and enhancing the individuals or the team members to do the activities
together(Calhoun, J. and Douglas, A., 2019). This things enables the work to be more effective
and efficient comparatively to the individual work. The main goal of this style is to increase the
conduction of work with other teams or departments in the same company.
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Advantages:-
 It enables to energize the relation between two or more teams and departments.
 It helps the leaders to build a trust in the workplace of the company.
Disadvantage:-
 It can arise some vague in the roles and onus to the individuals.
 This style has the power to enables a conflict between the leaders or team members.
Authoritarian leadership: - The leaders who are using this style of leadership enables
them to enforce different expectations and describes their outcomes(Costa, J., Montenegro, M.
and Gomes, J., 2018). A research has depicted that the leaders who are following this style must
have to highly focus on making a decisions that are good for the organization rather than doing
focus on gathering the inputs from their team members. It is usually considered by the majority
of people to be most effective method and it is successful when the leader is most intelligent in
the overall team members.
Advantages:
 The mistakes that are done by leaders can be reduced with this leadership style.
 This style is majorly used to decrease the time in making the effective as well as vital
decisions.
 It helps the leaders to offers a consistent and better result to the company.
 This leadership styles enables the leader to clearly express their notion to the team
members.
 It enables to decrease the stress of the team members by making the effective decision in
less time.
Disadvantage:-
 This style reduces the motivation and power of the followers towards the work.
 It enables to decrease the overall inputs of team members in conducting the activities.
 It can drop-off the creativity as well as innovations that are done by the employees.
Coaching leadership: - This leadership style enables the leader to offer the direction to
their team members or the followers. This enables the organization to conduct their activities
more effectively and efficiently(de Andrade and et. al., 2021). The leaders following this style
majorly work on providing the direction to their followers or team members, which moreover
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helps in developing the skills of same team members. This whole procedure takes a lot of time
but it offer a good result and enhance the performance of team member.
Advantages:-
 It enables to enhance the skills of people in order to perform their best.
 It enables the path of two way communication as well as collaboration.
Disadvantages:-
 It needed a lot of patience and time to conduct this style.
 It does not enables the leaders to offer the good results(Fissi, S., Romolini, A. and Gori,
E., 2019).
From the above discussed leadership styles, it has been concluded that The bull hotel
uses the authoritarian leadership style in which it enables the leaders of The Bull hotel to share
their notion very much clearly to their team members. This leadership style makes it enable for
the leaders of The Bull hotel to reduce the time in thinking and making the rightful decisions.
This thing enables to reduce the frustration of the team members by making the decisions even
more better.
Evaluation of Organisational responsibility and responsible leadership in hospitality industry
Organisational responsibility
This responsibility states that an organisation should follow the provided responsibilities
that are usually provided by the company in order to do the better work. It consists a very giant
area of practice in that it involves various elements such as organisational citizenship,
sustainable business, social performance and responsibility. This concept of organisational
responsibility majorly believe in balanced approach that enables the company to conduct the
operations or activities in more effective manner. It is basically considered as a describing the
actions and policies that involves the triple bottom line of social, environmental and economic
performance(Goh, E. and King, B., 2020). The policies of organisational responsibilities should
be different from other companies but they usually consists the same rules and guidelines. The
different organisational responsibility with the considered company The Bull hotel are explained
below:-
Strategic responsibilities: - These responsibilities are very useful for the organization to
enhance their performance. These responsibilities are considered by the taken company that is
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The Bull Hotel to improvise its conduction of activities. The below steps are taken into
consideration in implementing this responsibilities:-
 Step 1:- The first step in strategic responsibility is to make a outline for the values and to
draw a clear vision which are directly or indirectly linked to the responsibilities.
 Step 2:- The next step after drawing a very clear vision is to determining the expectations
from the dialogue of various stakeholders and then rank it accordingly(Guan and et. al.,
2020).
 Step 3:- After identifying the expectations the next step that must be taken by The Bull
Hotel is to make the openings which are incorporated with different techniques of
corporate world.
 Step 4:- The next step after making an effective openings is that to develop an efficient
initiatives which The Bull Hotel should focus on offering the trainings to their employees
with a idea to increase the awareness.
 Step 5:- After enhancing the internal awareness in The Bull Hotel, the next step they
must take is to implement the techniques of strategic responsibility in doing their
activities. This also enables the company to determine the overall input which moreover
helps them to provide awards accordingly.
 Step 6:- This is the last step of strategic responsibility in that The Bull Hotel should
focus on reporting the dialogues of stakeholders and the activities which are
implemented.
Economic performance: - This factor basically implies the fulfilment of the objectives
linked to economy like an appropriate balance of payments, low unemployment rate and a stable
inflation(Lee, J. and Kwon, K.H., 2022). Majorly, these objectives are set up by authorities of
government and are the vital goals to enhance the economic situation of the country. There are
much different indicators to ascertain the economic performance are written down below:-
 The effectiveness of the operations as well as production in the company.
 The overall increase in the wealth of the investors and the owners.
 A significant increment in the profits and revenue of the firm.
Different methods to improve the performance of economy are discussed beneath:-
 The treatment of every employee in an equal and fair way.
 The regular offering of training and development to the employees.
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 The most effective way is by improving the workplace.
Social performance: - This element mainly depicts the improvement of the functionality
in the workplace and turn The Bull Hotel mission into a reality. These performances may be
expanded from the below methods:-
 The most effective way is by respecting the styles of different social culture and customs
of various organization(Liu and et. al., 2021).
 The second way to improve the social performance is by nurturing the health.
Environmental performance: - These performances are stated as the business activities
and operations conducted by the company and which has an effect on the environment. The
environmental performance of The Bull Hotel can be expand through the below techniques:-
 The good way to improve the performance of environment is by using the natural
resources in the more effective manner.
 The analysis of the impact by the activities conducted by the company in the environment
and then try their best to control it more effectively.
 The most used and effective way is by as much as less natural resources a company can
use. It has a positive impact on the environmental performance that helps The Bull Hotel
to develop a impactful awareness of the firm.
Responsible Leadership
This leadership is about making the business decisions that are sustainable and can be
made in the interests of customers, employees, shareholders, suppliers, etc. These kind of
leaders are very fit for the role perfectly and fulfil their duties by being ethical and standard at
conducting the work and activities in the firm. They usually have moral respect for their team
members and other stakeholders(McCartney, G. and McCartney, A., 2020). They are very
responsible in their role as they have to take a step forward in responsibility for the outcome and
face the implications of their activity and behaviours. The importance of this leadership style in
The Bull Hotel is that these kind of leaders must be available to take the effective decisions by
taking the consideration of different rules and regulations for the hospitality industry. This
leadership style should incorporated their external and internal system in much more effective
way by not violating any law. The different factors of this leadership style is discussed below:-
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Direction: - This element basically depicts that the hotel managers of The Bull Hotel
offers an appropriate direction to their workers in order to accomplish the desired goals and
objectives that is set up the senior managers(Ohunakin and et. al., 2019). It is very beneficial for
all the members of team to gain a knowledge about the team agenda and the techniques that is to
be used to fulfil the goals.
Engagement:- The managers of The Bull Hotel has to try their best on enhancing their
workers or employees to work together in order to complete the activities in much more effective
way. The hotel manager should regularly work developing the relation between the employees in
order to conduct team work.
Renewal: - The leaders or the senior managers of The Bull Hotel should work on
enhancing the employees this organisation to adapt the latest techniques as well as culture and
learnings. This factors states the strategies of values and teams in order to conduct a better way
of communication of information and activities.
Alignment: - This element depicts that the manager of The Bull Hotel should work on
developing an understanding for the team members in order to understand the roles and
responsibilities given to them. The early the manager realizes the imperative of
interdependencies between the team members the more they can conduct effective work.
How CSR provides benefits to The Bull Hotel as well as to the government and civil society
CSR whose full form is Corporate Social Responsibility depicts that the principles and
policies that are followed by many organisation in order to develop some influence in the global
level(Patterson, I. and Balderas, A., 2020). It is basically considered as a most effective to create
a good brand image by taking the consideration of environment and social concerns that are
conducted in the company. The different CSR techniques of The Bull Hotel are written down
below:-
 The Bull Hotel majorly focuses on the safety and health of their workers and employees
as well as their guests. This helps the hotel company to gain the most effective employee
for their hotel.
 This hotel conduct that kind of activities which helps them to fulfil the goals in more
effective way and to gain more profits.
The various advantages that CSR provides to taken hotel that is The Bull Hotel is discussed
beneath:-
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Sustainability:- The most effective thing that CSR conducts is that it offers assist to The
Bull Hotel to become sustainable in the marketplace. The most obvious path to become
responsible for the social causes is by starting to use the renewable energy and decrease the
carbon emissions. In relation to The Bull Hotel, they become socially responsible by effectively
using the renewable resources. The activation of this element in the company can help them to
gain a significant amount of money. The efficient use of the resources and at the same time not
wasting the resources enables the company to conduct a great cause for the surrounding people.
This will moreover create a good view in the opinion of the people.
Good relationships: - The Bull Hotel CSR activities help the company to build the trust
with the public, which also creates a knowingness of community among customers. It also
allows the company to bring in more customers and makes employees prouder, which further
increases their bottom line as well as the profits and revenues. These CSR activities helps the
organisation to gain the loyalty of customers by spreading the activities that are done by the
company(Sadik and et. al., 2021). It helps to enhance the image of the hotel in the eyes of
customers which enables them to come more in their hotels and take their services.
Engagement of Employees: - A researcher has been conducted a research that has
proved a fact that CSR activities can be great help for the company to create a positive affect on
expanding the employee engagement. This factor majorly helps The Bull Hotel to grow the
effectiveness in their activities or work which enables the company to expand its profits. CSR
activities enables the employees to work together and that too be in a very different way. This
conducting of other kind of activities increases the engagement of employees and which
moreover helps to conduct more effective work.
Enhances personal and professional growth: - The CSR activities enables the
employees to expand their contribution towards the work. This moreover helps every employees
of The Bull Hotel to increase its growth in their life. This is the most influenced factor by
conducting the CSR activities because the CSR activities are to improve the surrounding or the
environment by various methods. So in the process of developing the surroundings and
improvising the environment it automatically helps an individual to enhance its performance as
well as it enables the organisation to conduct the activities in an effective and efficient manner.
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Critically judge the benefits of social media and its related risks
Social media is a technology that is used by every individual to interact with each other
through online mode. It is considered as an effective tool by the people to communicate and
share their thoughts with each other. There are various social media platforms such as Instagram,
Facebook, Snapchat, Whatsapp etc. These social media platforms are mainly used by normal
persons to convey their thoughts to the other individuals. The social media offers various
benefits that are discussed below:-
Brand awareness: - Social media has a great use of creating a brand awareness among
the target customers. Currently, majority of the companies are using the social media platforms
to enhance its brand image among their target customers. In context to the hospitality industry, it
helps them by collaborating with different role models, celebrities and influencers to expand its
businesses. They basically upload the pictures and videos of role models, celebrities and
influencers in their social media handles that enables them to attract their target customers as
well as fans of that same celebrities.
Booking potential: - Social media also helps the hospitality industry in increasing the
overall booking potential of the customers. It helps the customers to get all the basic and in depth
knowledge about the hotel through their social handles(Shulga, L.V. and Busser, J.A., 2019).
Today every organization is using these social media platforms to upload their information in
their social media handles. The information that they upload are like booking details, pricing,
surroundings of their hotel etc. these information helps the customers to decide about to book
that particular hotel or not.
Improving customer experience: - The social media platforms like Facebook, Instagram
etc. are majorly improving the experience of customers in this hospitality industry. It priorly
gives the idea about the hotel and their services through the reviews of hotel in the social media
platforms.
The social media also have various risks in relation to the hospitality industry that are discussed
below:-
Damage to brand reputation: - It is very much important for an organisation to match
the quality of its content to their brand image in their social media platforms. It is very hard for
the social media user of the hotel companies to upload the contents which can increase its brand
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image. If by any chance a controversial picture or video is uploaded, it can harm the overall
reputation of the company which moreover leads in decreasing the sales.
Overuse: - The common mistake that many user handle does is that in order to
overwhelm their social media followers they upload many posts than it is needed. This can
reduce the quality of content in order to upload more quantity. The main purpose of the handler
of these hospitality companies is to educate and entertain their customers by their contents.
Inconsistency: - The major risk in these social media platforms in inconsistency, if any
industries is inconsistent in uploading the content it may lose its target customers because
currently there is good rivalry among the companies in the social media platforms to create a
good brand image. Today all the users of these pages of company are using various effective
techniques in order to be above from the rivalry companies in context to revenues and profits.
Account hacking: - The major issues in using the social media platforms is to get hacked
by the hackers. An account hacking of a social media platform of hospitality industry or any
organisation can leads to disaster for them. The hackers can misuse the social media handles of
the organization by uploading bad contents that are controversial or unnecessary. These contents
leads to decrease the brand image of the company which has a directly impact on the profits and
revenue of the firms.
All the above discussed risks has a major impact on The Bull Hotel, if the company user
handle is not properly using the social media platforms it can leads to loss of the firm. The major
risks that The Bull Hotel can face is the reputation of its brand name. A brand name keeps the
customers faith towards the service provided by the hotel and this all can be go away if the
account got hacked and the hacker misused it.
Various Strategies used to minimize the risks
The most effective way to minimize the risk is to determine the importance of various
social media platforms for The Bull Hotel(Zhong and et. al., 2019). The above discussed risks
can be reduced by the following strategies:-
Effective content: - The contents are only the things that is used by the user handler of
The Bull Hotel to influence the customers in order to take their services. This content is only
what used by the company to create a good brand awareness among the targeted customers. So,
in order to increase the customer base level and awareness the effective content is required to be
upload in the social media platforms.
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Adjust privacy settings: - The adjustment of privacy settings can help the company to be
away from the threats of hacking. By enabling the privacy mode or security mode, it enables The
Bull Hotel to reduce the risk of hacking in their social media platforms.
Conclusion
From the above report, it has been concluded that the social media platforms are of a
great use in the hospitality industry to create a good brand image among the targeted customers.
The various leadership styles are discussed in the above report and from which it has been
analysed that The Bull Hotel follows the authoritarian leadership style that enables the leaders of
The Bull hotel to share their notion very much clearly to their team members(Sharma, S. and
Sharma, R., 2019). The two main concepts such as organizational responsibility and responsible
leadership are fully explained in the above report with their elements in relation to the
considered hotel that is The Bull Hotel. At last, the benefits as well as risks using the social
media platforms by the hospitality industry are discussed.
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