Emerging Trends in the Hospitality Industry

This report analyses the emerging trends in the hospitality industry with a focus on The Mayfair Hotel. It covers suitable leadership styles, organisational responsibility, responsible leadership, and corporate social responsibility. The report also examines the advantages of CSR for the company, wider community, civil society, and government.

Emerging Trends in the
Hospitality Industry

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Critical analysis of appropriate leadership styles for the hospitality organisational with
justification..................................................................................................................................1
2. Critical assessment of the ways organisational responsibility along with responsible
leadership results in corporate leadership systems for facilitating competitive benefits.............4
3. Critical examination of the ways corporate social responsibility delivers advantages to the
company and wider community that incorporate hospitality industry, civil society addition to
government..................................................................................................................................6
4. Critical judgement of benefits related to social media along with its related risks. The ways
in which the risks can affect the company and analysis of strategies concerned with risk
minimisation................................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The term hospitality industry refers to wider category of area in service sector comprising
event planning, travel, food and drink, tourism, lodging, etc. Hospitality management emphasises
towards execution of management principles and functions within the field. It entails operation
of hotels, convention centers, travel agencies, campground and restaurants. Emerging trends
within the industry assists companies to improve loyalty addition to communication in better
ways with guests than ever previously. To gain insights about emerging trends in hospitality
sector, considered organisation is The Mayfair Hotel which has its maiden foray in hospitality
sector since 1982. It is a luxury hotel that is situated at London, UK that is filled with
indulgence, class, tranquillity as well as atmosphere (The Mayfair Hotel, 2022). It is perfect
place in hospitality sector for escaping the ordinary. People relax in the spacious room, chill out
watching shows or movie, head to bars and restaurant so to begin the enjoyment. Hospitality
activities offered by the company are recreation, food and beverages to attract larger customer
segments along with build effective brand image.
The report highlights analysis of suitable leadership styles for the company, ways in
which business responsibility ad responsible leadership results in corporate leadership system for
competitive benefit. It further examines how CSR delivers benefits to the company and wider
community. At last, it examines benefits linked to social media and concerned risks.
MAIN BODY
1. Critical analysis of appropriate leadership styles for the hospitality organisational with
justification
Leadership could be defined to a process wherein an individual influence or persuade
others for performing some actions in a manner which makes the company cohesive and
coherent (Kavanaugh and Ninemeier, 2013). It entails establishment of clear vision, sharing it
with others, providing knowledge along with methods for realising vision and balancing conflicts
of interest of all stakeholders. In a company, leaders step up in crisis, think and act in creative
manner in complex situations. Within a hospitality company, a leader communicate mission,
establish strategic plans addition to encourages workforce for putting talents to meet objectives
that are aligned with strategic plan. In association to The Mayfair Hotel, leadership comprises all
processes together with possible outcomes which results in development addition to
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accomplishment of business goals. It is responsibility of leaders to develop people in such
manner that they effectively lead company with innovation, decision making together with big
picture thinking mind-set.
Leadership traits are personal attributes which explains effective leaders. There are various
qualities of a leader that makes their leadership successful. For example, it is trait of leader of
The Mayfair Hotel that they are self-aware as well as prioritise personal development. In the
company, leader emphasis towards developing own emotional intelligence and carry out
practices for refining the quality in more resilient, adaptive and acceptance of feedback from
peers. Another leadership trait is leaders focus on developing others (King and Woods, 2012). It
is analysed that leaders are able to adapt that whether an individual or group is ready, willing
along with potential for undertaking particular action. Moreover, leaders of the company
encourage strategic thinking, practice proper cross cultural communication and are civic minded.
Leadership styles are said to characteristic behaviours of a leader that are used at the time
of directing, guiding and managing groups of personnel. A leader uses various types of
leadership approaches to direct resources of accompany so to improve efficiency along with
achieving goals. Within The Mayfair Hotel, leadership styles that are used at workplace provide
clarity, guide company and motivate personnel for realising mission. Types of leadership styles
that are used by leaders in aspect to The Mayfair Hotel are as follows:
Transformational leadership: A leadership style in which a leader carries out actions with
subordinates for the purpose of identification of needed changes, establish effective vision for
guiding change with inspiration along with implement changes in tandem with committed group
members is transformational leadership (Araslı and Arıcı, 2019). It is leadership style causes
change among individual addition to social systems. In The Mayfair Hotel, when leaders opt
transformational style they can create valuable together with positive change among subordinates
with end objective to develop followed into effective leaders. The leadership style entails always
pushing personnel to think about new commodities addition to possibilities.
Coach style leadership: A leadership style that is featured through support, guidance
together with collaboration is coach style leadership. With this, a leader is emphasised for
bringing out best talents in teams through providing proper guidance by goals and obstacles. If
leaders of The Mayfair Hotel works with coach style leadership, they can deliver feedback in
manner that is actionable addition to clear. With this, a leader inspires team, teach them skill sets
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required for collaborate working, build confidence and ensure that each subordinate feel
supportive while performing practices.
Strategic leadership: A leadership style that involves visualisation, planning, leading as
well as making best of resources required for execution of strategies successfully and efficiently.
In context to The Mayfair Hotel, if strategic leadership style is opted then leaders can facilitate
unity along with prompts each personnel to purchase into vision. Further, the leadership style
reduces probability of disputes along with enhances teamwork among functional units. Rather
than being siloed, functional unit collective perform along with strive for fulfilling business
goals.
Democratic leadership: It is also popular as shared leadership or participative leadership
wherein members take participative role in processes of decision making (Kim and Et. Al.,
2020). Within The Mayfair Hotel, democratic style can be used by leaders for fostering
workforce investment at corporate location through investing people in role of company. With
this, leaders encourage staff members for establishing workable objectives addition to recognise
their attainments. Leaders who want to provide ongoing opportunities to followers for improving
sense of personal growth along with satisfaction of job, opts democratic leadership style for
encouraging collaboration as well as building team.
From the above analysis of types of leadership styles, it is determined that organisational
leadership style adopted by leaders of The Mayfair Hotel is transformational leadership through
which leaders inspire personnel for attaining unexpected as well as remarkable outcomes. For
example, use of transformational leadership style at The Mayfair Hotel reflects changing people
and company for breakthrough outcomes. It improves morale, innovation, performance together
with dedication of team members and leaders. With successful transformational leadership,
leaders of hospitality establishment make incredibly strong case for the reason any change must
occur, lead change in organised manner, promotes common vision along with successfully
integrates change (Hight, Gajjar and Okumus, 2019). Within hospitality industry, it is an
emerging trend that transformational leaders understand strengths along with weaknesses of
subordinates, align them with operations addition to goals with the hope of optimising
performances. Furthermore, transformation leadership style foster high personal commitment
levels from supporters to shared objectives. Transformational leaders always motivate people to
think about challenges that allows to look any issue from distinct perspective and finding a
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solution that shows successful results. They also retain people by satisfying needs of company as
fulfilling requirements of personnel simultaneously. With this, leaders make everyone at
workplace feel like they have particular roles in the business that keeps them engaged and loyal.
2. Critical assessment of the ways organisational responsibility along with responsible leadership
results in corporate leadership systems for facilitating competitive benefits
Major aspects of hospitality industry include organisational responsibilities towards various
variables like economic, social, environmental etc. and termed as context specific enterprises
actions and policies considering stakeholder’s expectations (Saha and Et. Al., 2020). Likewise,
responsible leadership is ensuring that firm takes sustainable organisation decisions regarding
employees, suppliers, clients, community and environment. It is essential in hospitality industry
as it ensures that firm and its workforce abide by all the laws as well as ethically carry out
practices. The application of organisational responsibility in The Mayfair Hotel is described as
below:
Strategic Responsibilities- It includes shaping organisations overall business strategies and
creating plans to enhance company's performances. Strategies are carried out in companies to
implement changes effectively. In context to The Mayfair Hotel, these are the tasks which are
essential to be performed by development team. They must build hotel's vision, set goals,
planning for maximum development and setting regulations. Management of hotel should take
on the responsibility to create embedded coordination within organisation so that all work
towards one common goal.
Economic Performance- It is the practice of organisations which benefits it by bringing
product innovations and optimally utilizing available resources (Lumpkin and Achen, 2018). It is
termed as implicit return on cost applied. Customers play a big role in meeting economic
performance of firms as they are the determinant of whether they are ready to pay proposed price
of products and services or not. Within The Mayfair Hotel, management ensures to put in funds
as investment according to what they can earn in future. They make sure that hotel makes a
enough profit as determined in vision of organisation responsibility.
Social Performance- This performance is related to organisations interest in society and
impacts of its activities on consumers, suppliers, societies and shareholders. It is an obligation of
managers of companies to protect and improve society's welfare along with their own interest. It
has the ability to influence performances of enterprises as they run not only to generate profits
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but to also fulfils social responsibilities. In relevance to The Mayfair Hotel, managers can ensure
that their employees feel safe and happy at workplace by investing in their personal as well as
professional development. They can also implement code of ethics which will facilitate firm to
meet all their social responsibilities (Kempster, Maak and Parry, 2019).
Environmental Performance- It refers to company's obligation to be environmental friendly
to reduce effects of pollution, excess water consumption, plastic waste etc. It is necessary for
organisations to comply with legislation and adopt measures to enhance quality of life for
employees and consumers. In context to The Mayfair Hotel, managers can adopt waste
management and recycling system to ensure that it creates minimum waste possible. It will
facilitate hotel to save costings and enhanced productivity which will result in positive impact on
sales.
Application of responsible leadership in The Mayfair Hotel is mentioned underneath:
Direction- This is termed as essential responsibility of leaders to provide direction to
company employees so they can all work towards achieving goals of organisation (Puaschunder,
2019). Leaders able to effectively direct employees have the power to encourage employees to
do better by creating happy and more diverse work environment. Within The Mayfair Hotel,
leaders can set targets for each employee and continue practice of plan, do, act and check to
ensure efforts of all staff is in one direction.
Engagement- It is responsibility of leaders to maximise engagement of employees in firms
activities in order to generate sense of belongingness in workforce. Effectively practised
engagement responsibility can result in more high motivation and improved dedication of
employees. In context to The Mayfair Hotel, leaders can adopt activities like training and
development program to increase engagement of employees.
Alignment- It allows employees to connect through a shared sense of purpose which results
in more time, talent and energy invested by employees (Moratis and Melissen, 2022). It is
responsibility of leaders to define a group of people objectives of company and how to reach
them through effective alignment. In relevance to The Mayfair Hotel, leaders can ensure that all
efforts of workforce aligned with hotel's vision and objectives which will assists in improving
cross organisational outcomes.
Renewal- It is responsibility of leaders to sponsor and promote reflection on activities,
processes, outcomes to implement continuous improvement practices. It depends on central
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personalities and capabilities of leadership so that they can renew in variety of measures to
continue penetrate roads for improvement. Within The Mayfair Hotel, leaders can apply
measures which tracks and monitors employees actions to successfully adopts measures to renew
practices which did not result in positive outcome.
Organisation responsibility and responsible leadership has wide scope and had varied
implications in different sectors (Avelar, da Silva-Oliveira and da Silva Pereira, 2019) . For
example, in private sector organisation responsibility is to safeguard interest of its customers and
engage in any illegal practices. Likewise, leadership responsibility is to motivate workforce so
that it can contribute in achieving company's objectives. For example, in public sector,
organisation responsibility is to provide various benefits to public and leadership responsibility is
to conduct practices fairly as well as encouraging workforce to adopt ethical practices.
3. Critical examination of the ways corporate social responsibility delivers advantages to the
company and wider community that incorporate hospitality industry, civil society addition
to government
Corporate social responsibility is defined to the practice addition to action taken by a
company with intention of having positive influences on globe. Nowadays, all business concerns
view corporate social responsibility as integral element of brand image with believe that target
audiences are more likely to perform with companies which they perceive to be ethical.
Corporate social responsibilities concerned with The Mayfair Hotel is to continuously strive for
improving overall carbon footprint by using innovative clean addition to renewable sources,
technologies and resources (Corporate social responsibility of The Mayfair Hotel, 2022).
Moreover, the company commits for creating dynamic equilibrium related to shared passion as
well as profit through stating true to core values in manner which delivers greater performances
and promoting responsible sourcing addition to procurement programme. It also commits for
creating higher self-empowerment levels with though leadership and create healthy bottom line
through promoting addition to encouraging evidence related to wellness for hosts, nature, guests
and community that are fostered with culture of active lifestyle. In a company, for example, The
Mayfair Hotel, the ways in which corporate social responsibility delivers ample number of
benefits that are examined below:
How corporate social responsibility delivers advantage to company:
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 Sustainability: It is one of significant long term advantage of corporate social
responsibility to any company (Edmans, 2021). For example, fulfilment corporate social
responsibility by The Mayfair Hotel assist in becoming more sustainable as one of
obvious manner to become socially responsible entity is reducing carbon emission as well
as initiating usage of renewable energy. The hospitality enterprise does it by encouraging
its personnel to turn off devices at the time not used and turn off other electronic devices
after working. with implementation of it, the enterprise save large amount of financial
resources on utility bills addition to get recognised as being socially responsible
establishment.
 Encourage professional addition to personal growth: At the time when businesses adopt
corporate social responsibility culture, they are able to promote volunteerism to personnel
addition to persuade them for making donations to nonprofits. For instance, employees of
The Mayfair Hotel are likely to become people with philanthropically mind when the
establishment encourages such king of behaviour. In the meantime, subordinates are
aware that their superiors are committed for bettering local together with global
communities, they feel more inclines for being creative and productive to own (Latif and
Sajjad, 2018). It results in developing personal and professionalism as outcome of
meeting responsibility of company to society.
 Increase profits: In present era, number of people think that they need to make some
sacrifices for enhancing organisational corporate social responsibility (Abbas and Dogan,
2022). It is believed by managers of any business that there are numerous ways available
for maximising profits while enhancing corporate social responsibility. For instance, as
The Mayfair Hotel carry out practices for improving corporate social responsibilities,
they attain various benefits in form of improving the willingness of consumers for
making more payment for offerings from socially responsible organisations that increases
organisational profits as higher level of corporate social responsibility attracts wider
number of consumers.
How corporate social responsibility delivers advantage to wider community:
Hospitality industry: In an industry, tasks related to corporate social responsibility reflect
positivity on image of the sector (Suganthi, 2019). For instance, when hospitality establishment
carry out corporate social responsibility policies, it enhances goodwill of the industry. Customers
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are lot happier for availing products or services offered in hospitality sector due to brand image.
Managers of The Mayfair Hotel are able to clear out image as socially responsible hospitality
concern through engaging people in area development program that contributes in building
goodwill of the industry. Moreover, corporate social responsibility brings advantage of more
opportunities as the action needs open and outside oriented approach. Businesses within
hospitality industry needs to be in constant communication with suppliers, customers and other
stakeholders that impacts practices. Due to continuous interaction with stakeholders, hospitality
industry is able to gain insights related to new opportunities with first mover advantage.
Civil society: Corporate social responsibility is one of best way for making contribution
to civil society together with its people. With local as well as national charitable contributions,
civil society attains benefits of development (Mayer, 2018). For instance, The Mayfair Hotel gets
involved in civil society to provide benefit of progress through undertaking social initiatives in
form of making investment in educational programs for street children along with homeless care
practices. The company benefits society with proper support through making financial
contributions in ineffective charitable projects. Furthermore, civil society is also benefitted by
corporate social responsibility by paying huge attention towards material recyclability, usage of
renewable resources along with developing better durability of offerings.
Government: It has been determined that corporate social responsibility creates social
values as well as improve social welfare that establish key objectives concerned with
government policy (Dionisio and de Vargas, 2020). With corporate social responsibility, The
Mayfair Hotel benefits government in form of encouraging more collaboration among
government and private spheres so to decline some level of responsibilities in term of welfare
services that are supposed to be addressed by concerns of government. At the time, when
interests of government tie the knot with efforts of corporate responsibility, it leads to larger
good along with smooth accomplishment of sustainable outcomes by government.
4. Critical judgement of benefits related to social media along with its related risks. The ways in
which the risks can affect the company and analysis of strategies concerned with risk
minimisation
The term social media is collectively used for websites along with applications having
emphasis towards communication, interaction, collaboration, community based inputs as well as
content sharing. It is used by people and businesses for purpose of social interactions together
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with accessing news and information. In a company, social media is considered as valuable
communication tool with others at local and global level along with sharing creating in addition
to spreading information. Hospitality organisations, for example, The Mayfair Hotel, social
media is used for engaging clients along with customers in dialogue together with recognise
requirements. With social media, the company effectively interacts with target audiences prior,
during as well as after experience products, services and activities. For instance, social media
marketing campaign, named as “#HotelOfFashion” is organised by managers of The Mayfair
Hotel with the aim of creating online buzz together with driving footfall to the company itself
(The Mayfair Hotel: Social Marketing Campaign, 2022). With this social media practice, the
company was able to capture around 7.5 million of impressions and attracted nearby 738 key
influencers. Benefits of social media in context to The Mayfair Hotel are critically judged below:
 Humanising the brand: Potential of creating connections with human is benefits served
by social media to a company. In aspect to The Mayfair Hotel, social media helps in
introducing followers to people that make the entire organisation as well as showcase the
ways existing customers are making use and achieves benefits from organisational
activities. From the statement of Stathopoulou, Siamagka and Christodoulides (2019) it is
critically judged that hospitality establishments humanise the brand image through
showing real emotions of human concerned with offerings (Stathopoulou, Siamagka and
Christodoulides, 2019). Marketers of The Mayfair Hotel believes that it does not need to
be intense, however, by showing little humour, excitement and passion helps in
humanising brand to target audience.
 Enhance brand awareness: It has been analysed that with over half of global population
using platforms of social media, for example, Facebook, Instagram, Twitter, etc that is
considered as natural place for companies to reach new addition to highly targeted
potentials. In aspect to The Mayfair Hotel, use of social media benefits in enhancing
brand awareness through syndicating content addition to enhancing visibility of
establishment. When prospective and potential customers interact with content of the
company, it improves brand awareness addition to begin building reputation as
responsible establishment (Zhang, Bai and Shang, 2018).
 Increase sales volume: Use of social media by an enterprise results in more visibility that
provides a company wider opportunities to convert potential customers into prospective
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ones. Around 90% of consumers makes buying decisions from a brand that adopts social
media (Yahia, Al-Neama and Kerbache, 2018).
 . In relevance to The Mayfair Hotel, followers are more likely to select brand over rival,
visit physical locations together with analyse other practices which push sales towards
positive direction.
Other than benefits, social media also comes with huge number of risks to a company. For
The Mayfair Hotel, number of risks, ways they can affect the company and strategies for
minimisation are as follows:
Risks related to
social media
Likelihood Impact Minimisation strategy
Information
security risk
High Within The Mayfair
Hotel, information
security risk can
affect due to threats
as well as
vulnerabilities
concerned to
operations and
utilisation of
information systems
or environment
wherein content is
posted on social
media.
 Using latest security patches
can help informational
technology team of The
Mayfair Hotel to regularly
scan security systems and
keep all software updated with
patches prior posting content
on social media.
 Training team regularly is
another risk minimisation
strategy for The Mayfair
Hotel. With this, managers can
perform best practices top
have regular activities of
training on possible security
issues on social media and
distinguishing phishing scams
on platforms of social media
which might appear genuine.
Operational risk High Excessive usage of
social media at place
 Quantifying as well as
prioritising time to use social
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of working through
personnel results in
operational risks. At
The Mayfair Hotel,
social media
platforms which are
consumed through
corporate assets and
network uses
technical resource
which can affect
performance of entire
business system.
media can help managers of
The Mayfair Hotel to mitigate
operational risk as it enables
superiors to provide some time
to personnel for using social
media and carrying out
practices more.
 Implementing cost effective
controls is also minimisation
strategy for operational risk as
with this, managers can
actively mitigate the identified
risk along with managing
employee interest in
organisational tasks (Best and
Caylor, 2019).
CONCLUSION
In accordance to presented information, it is concluded that people within the industry are
employed for administrative and other positions in service related environment. The biggest
trends that are coming for the industry are global perspective, growing demand, effective
leadership, sustainability and corporate social responsibility. Transformational leadership at
hospitality organisation inspires positive changes with intellectual stimulation, inspirational
motivation along with idealised influence. With this leadership style, leaders get employees
engaged, reduces turnover costs, spots gap, drives changes, boosts morale, creates passion,
improves communication and encourages learning. Corporate social responsibility delivers
benefits to an establishment through sustainability, increasing profits and encourage professional
addition to personal growth. Social media benefits a company by humanising the brand,
enhancing brand awareness and increasing sales volume.
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Online:
Corporate social responsibility of The Mayfair Hotel. 2022. [Online]. Available through: <
https://www.themayfairhotel.co.uk/corporate-responsibility
The Mayfair Hotel. 2022. [Online]. Available through: < https://www.themayfairhotel.co.uk/>
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http://saatchipro.co.uk/en-gb/work/may-fair-hotel-hoteloffashion/>
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