Emerging Trends in the Hospitality Industry

This report analyzes the emerging trends in the hospitality industry, focusing on Premier Inn as a case study. It critically evaluates different leadership styles and justifies the selection of democratic leadership. It also assesses the benefits of organizational responsibility and responsible leadership in facilitating competitive advantage. Additionally, it evaluates how corporate social responsibility delivers benefits to Premier Inn and the wider community. The report concludes with recommendations for minimizing social media risks.

Emerging Trends in the
Hospitality Industry

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Critical analysation of different leadership style for selected hospitality organisation and
justification for selection of leadership style...............................................................................1
2. Critical assessment of how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage...............................................4
4. Critical judgement of benefits of social media and related risk. Effect of risk on chosen
company and analysation of various strategies of company.......................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Hospitality industry is one of growing industry which is contributing to economy of a country. It
is an industry where changes are taking place drastically and also change in trends. There are
different types of trends taking place in hospitality industry (Salazar, 2018). This project report
includes analysation of Premier Inn which is a hospitality organisation providing its products and
service in international organisation. It was established in the year 1929 in UK by Whitbread. It
is one of large organisation that offer good service to its customers. This project report includes
critical analysation of leadership style for hospitality organisation along with hospitality
leadership styles. It assesses responsibility of organisation and responsible leadership to facilitate
competitive advantage. It also includes Corporate social responsibility and its benefits to wider
community. Moreover, it includes benefits of social media, its risk and strategies to minimise
risk.
MAIN BODY
1. Critical analysation of different leadership style for selected hospitality organisation and
justification for selection of leadership style
Leadership refers to ability of a person to create influence over people in order to attain desired
goals and objectives. It allows leaders to provide proper guidance to their subordinates about
what is expected to them. It is a process in which leader needs to make various sound decision
for company and also needs to develop clear vision for business (Alblooshi, Shamsuzzaman and
Haridy, 2020). It allows leaders to improve knowledge of followers or completing a work and also
allow them to control action of its subordinates. It is important for leaders of Premier Inn to
adopt effective leadership in which ideas can be communicated by leaders to subordinates and
also includes them in decision making process. It allows leaders to get creative solution for a
problem and also helps them to inspire them for purpose of giving their best for success of
company. Leaders of Premier Inn making various decision in organisation by involving
employees that is important for them to get creative ideas in business.
Leadership Trait:
There are different types of traits possess by effective leaders which make them different from
others. In order to be effective leader, development of trait is important that also contribute to
improvement in professional capability of a person. It allows them for purpose of initiating new
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journey and also for finding out new opportunity in life. There are also various traits possess by
leaders of Premier Inn that allow them to offer guidance to employees working in company.
Some of these traits possess by leaders of company are mentioned below:
Adaptability: It is one of important leadership skills that allow them to accept changes and
challenges. There are various changes occur in market which is to be accepted by an organisation
in order to be updates and also to get success in market (Al-Malki and Juan, 2018). An effective
leader is always ready to accept changes and also prepare to face challenges occur in market.
Leaders of Premier Inn are also accepting changes occur in market that helps them to be up to
date as per current trends occur in hospitality industry.
Risk Taking: It is another trait to be possess by leaders that allow them to accept challenges in
market in order to get success. It is essential feature in a leader as they need to take various risk
and also needs to develop strategies in order to increase chances of success. Managers of Premier
Inn are risk taker who are prepare to accept any challenge in market that provide them success
and growth in market.
Team building: It is another important trait which allow a person to work with another people
who have different competencies and capability. It is essential trait for a leader as they need to
work in a team with other members and also needs to develop team building capability in a
person (Rabiul and Yean, 2021). It is one of important as it allow them to influence employees of
Premier Inn to work with coordination for attainment of goals and objectives of company.
Problem solving: It is also a skill which allow a person to solve problem occur in life of a
person by develop creative and unique solution. In order to be an effective leader, they need to
understand problem faced by their subordinates. It is one of essential skills that enable leader to
understand problem faced by their employees and also helps them to provide various effective
solution to solve this problem. It also allows leaders of Premier Inn to solve problem occur at
workplace and provide timely solution in order to reduce negative impact of that problem.
Leadership Style: It refers to a behaviour as well as method that a leader adopts for purpose of
managing, directing and motivating others. It assists a person for identifying various strategies
which allow them for fulfil expectation of stakeholder. Different of leadership style are there that
leaders of Premier Inn can be adopt for purpose of influencing action of others (Berraies and El
Abidine, 2019). There are different types of leadership style which are mentioned below:
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Democratic leadership: It is a leadership style which is also known as participative leadership
style. In consist team members for purpose of making decisions that allow leaders to get creative
ideas. In this style of leadership, team members are more engaged, involved and motivated. In
this final decision-making power is centred in hands of leaders and if disagreement occurred in
group members, it can be a time-consuming process.
Autocratic Leadership: It is another leadership style in which leader impose their expectation
as well as define outcome. It can be a successful strategy when leader has more knowledge in
compare to other members of team (Pishgooie, and et. al., 2019). It can be most effective strategy
when there is less time available to leader but at same time creativity of result can be sacrificed
in this. It is a leadership style that offer clear guideline to members and does not create confusion
for others.
Laissez Faire Leadership: It is also a leadership style in which leader focus on delegating their
initiatives to team members. It can be a successful strategy if team members can be competent,
taking active responsibility and engaging in different individual work. But there is also problem
occur in this style of leadership when disagreement occur in team members as it split group and
leading to poor motivation.
Transactional Leadership: It is a leadership style in which transaction are used among team
leader as well as their subordinates in form of rewards, exchange and punishments in order to job
in right manner (Adnan and Valliappan, 2019). It is also a leadership style that set right goals of
team and also provide team for their efforts and contribution. It is based on give and take
relationship that is concerned for following routines and procedures in effective and efficient
manner.
Transformational Leadership: It is a leadership style in which leader inspires their followers
with vision and also encourage and empower them for attainment of these vision. In this style
leaders play role model for vision. It is a leadership style which allow leaders to reduce
employee turnover and also allow them to place higher values for developing vision of company.
Managers of Premier Inn are adopting Democratic leadership style as in this organisation
leaders are including other members in decision making. It allows them to get new and unique
ideas for purpose of making decision. It is a style which also improve motivation of employees
and allow them to provide creative ideas to company. It also improves job satisfaction of
employees working in company and also encourage them for improving productivity of
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employees. It also leads employees to improve productivity of organisation that is important for
success of company.
2. Critical assessment of how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage
Organisational responsibility is essential in a business as it cannot run without it. It is a balance
approach that ensure organisation run in effective and efficient manner and also provide benefits
to people. A business that is in effect shows an instrument for purpose of attainment of goals and
objectives (Kerse, 2021). There are different protocols for organisational responsibility for
different organisation but these are basically following uniform guidelines. Responsibility of
organisation is based on manner in which organisation run and function.
Organisation responsibility is based on organisational action as well as policies which consist
expectation of stakeholder and also bottom-line approach of economic, environmental and social
performance. Management in financial organisation has obligation to increase values of
stakeholder and also violate different legal, fiduciary and moral obligation (Nejati, Salamzadeh
and Loke, 2019). It is also implied that organisation is considered as social institution which are
focusing on creating values for internal and external stakeholders. There are different types of
organisational responsibility for organisation of Premier Inn which are mentioned below:
Economic Performance: Organisation responsibility of Premier Inn is to improve economic
performance of company. For this, it is focusing on improving long term and short-term profit of
business. Focus of company is also on making improvement in productivity of company through
making improvement in production process and also in factor of production (Haque, Fernando and
Caputi, 2019). It helps them to improve profit of company and also reducing cost which
contribute towards improvement in wealth of owner as well as investors of company. It is also
responsibility of organisation to respect supplier s they provide good quality of raw material and
other supplies to business. Premier Inn is also adopting fair practices in order to compete in
market that allow them to build good image of their business. This business is also fulfilling their
responsibility towards their employees by providing them fair wages and other things. It is also
contributing in economy by creating good job opportunity for people living in that economy.
Social Performance: Premier Inn also fulfilling their social responsibility by improving their
social performance. For this, company is providing products and service that does not create bad
impact over health of people. They are maintaining hygiene in their organsation and also offering
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good quality of food to their customers. It is also respecting different customs and heritage
culture as all culture are respectable. Business is also ensuring any business activity does not
affecting cultural values of any person. It is also important for them to get attention of people and
maintaining good image. Premier Inn also respecting spirit and also follow all social rules and
regulation in business.
Environment Performance: Premier Inn also fulfilling its environmental responsibility by
following all environmental laws and regulation of UK (Schwepker Jr and Dimitriou, 2021). It also
ensuring that there is less use of natural resources in organisation. It is also a business which
focusing on reducing wastage of resources is in company that also helps them to reduce cost of
company.
Responsible leadership:
There are different challenges occur in business which are undertake by business leaders by
ensuring different responsibilities in business in society. It also includes commitment to build
fair society and sustainable future for business that will motivate innovation in business and
providing rewards to right behaviour.
Responsibility leaders is one of leadership that sustain itself and also focusing on business by
providing benefits to stakeholders and also governed its business by stakeholders and social
legitimate. It considers as well as incorporate different internal and external system in a holistic
manner (Schwepker Jr and Dimitriou, 2021). It is carrier on basis of societal laws and regulation. It
consists expectation of influencing in context to aims and also enable people for purpose of
work.
Direction leadership: It is one of leadership in which leaders directing people for purpose of
attainment of goals and values of company. In this, team members have proper understanding of
agenda of team, aims, strategies and values and their contribution towards aims and values of
company. Leaders of Premier is providing direction to team members for get success by
attainment goals of company.
Engagement leadership: It is another leadership style in which leaders are energising their
identity and motives. There is also higher commitment of leader in team and they motivate team
for shared responsibility. Leaders of Premier Inn also committed towards success of company
and also contributing in responsibility of company.
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Alignment leadership: It is a leadership in which there should be coordination among
agreement and action. In this, leader focuses on creating clear boundaries and also understanding
for roles and responsibility in team along with making interdependence in team. Leaders of
Premier Inn making coordination of efforts of team members and also try to avoid conflict in
team.
Renewal: In this leadership, leaders encouraging learning among team and also focusing on
accepting changes in form of different things like culture and other (Ahmad and Umrani, 2019).
There should be proper coordination among team members for purpose of attainment agenda of
team like strategies, aim and values. Leaders of Premier Inn are also encouraging learning among
team and also focusing on accepting changes in company.
3. Critically evaluate how Corporate Social Responsibility (CSR) delivers benefits to your
chosen organisation and to the wider community.
Corporate social responsibility is most important part of operation in organization. It creates a
business model in organization which helps business to setup and build in market. In CSR
management of an organization is prepare policies and programmes which help them to attain
their objectives of organization. Organization is responsible for doing social activity in society
which develop their organization and this this will help in grow to economy of a country (Guzzo,
Abbott and Madera, 2020). Organization is having a responsibility that if they are using
resources for their production and this will affect environment and society then must have taken
major steps regarding this that like if they are using trees for manufacturing products in
organization then they have to replant trees in regular interval so that it does not affect that much
to environment. If Premier Inn plays CSR duties with responsibility in organization, then
management can easily develop their business and their business sustain for long term in market.
Premier management have to examine there must product must be not effect environment and
their product must be eco-friendly and they don’t use high resources which affect environment.
If Premier Inn opening new hotel in new location then they must have to check that people who
already live their they don’t have to face problem like water issue, pollution issue and other more
issue which may face by people who lived there because of Premier Inn. There are many several
benefits which management of an organization have get opportunity to developed and expand
their business in market areas.
How CSR Provide Benefits to Premier Inn
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Improve Brand Image: In market for any organization their brand image is so important
because it connects customer easily towards organization if their brand image is good in market,
So it is important for organization to maintain their brand image in market. This will help
organization to achieve their objectives in most efficient and effective way (Kalyar, Ali and
Shafique, 2021). Premier Inn can improve their brand image by performing their all
responsibilities which they have to perform for their society. Management have to take care that
people of who lived in near Premier Inn they don’t have to suffer any problem due to
organization. This will help organization in market a lot in developing their brand image in
market and it will automatically increase brand image in market.
Reducing Operating Cost: CSR help organization to reduce their cost if they utilise their
resources in an effective way in organization and management try to minimise their wastage of
resources in their production so that they have to enhance their performance level of each
individual employee in organization (Guzzo, Abbott and Lee, 2022). It helps management to
generate more revenue in organization. In Premier Inn management have to examine that all
resources must be used in proper way so that they will increase their performance level in
production. This is will prove every effective in organization that they will improve their
production level which help them to reduce their cost of operating in organization.
Improve Financial Performance: If management of an organization built trust and set good
image in customer mind set then it will help organization to increase their sells in market and this
will help organization to grow and developed their business. This will improve the financial
performance of an organization and they perform various activity in organization like they can
make good decision making in organization and they have good source of funds to invest in
business for expansion (Tong, Xie and Xiao, 2021). If Premier Inn management also improve
their financial activity in organization then they easily increase their sale. Premier Inn have to
set good image in customer mind set in market by their service and quality which they offer, so
that whenever customer go outside and they want hotel then customer must think about your
hotel this will increase the financial performance of an organization. In this management have to
provide best quality in product and offer best service in market so that organization have make
own entity in market which will help organization to increase their sales.
Benefits To Community: CSR helps organization to various community in organization. This is
best things for organization and customer also feels comfortable with their service and product
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which they offer to customers in market this is best way to approach their customers in market. If
an organization have ability to serve various community then customer come from different
regions and cultures to their organization because they know that they are serving best quality
and service to their customers. If Premier Inn serving to various community in market then
organization can improve their marketing share in market and this will create a good image in
customer mind so that customer will easily approach their organization to use their service and
products which you are offering in market.
Benefits To Government: In any organization government is an important factor who have
stakeholder of business and their responsibility. Organization help government by paying their
all taxes all time so that government interference is very less in organization (Iyer and Jarvis,
2019). If Premier Inn help government to developed economy by fulfilling their all taxes on time
then government also have no interference with that organization because they are contributing
to economy by paying their taxes and it help organization to sustain long-term in market.
4. Critical judgement of benefits of social media and related risk. Effect of risk on chosen
company and analysation of various strategies of company
Social media is one of important tool which is in trend now a days. Companies are increasingly
using this tool in business for purpose of getting benefits. It is important for an organisation to
use social media for purpose of attracting people in their organisation and increasing awareness
of products and service to customers. It is a tool which create various benefits for business of
Premier Inn hotel and explanation of these benefits in context of company is mentioned below:
Attract customers: Social media platform provide various advantage to business as it helps
them to attract more and more customers (Hu and Olivieri, 2021). It allows managers of Premier
Inn to post about products and service of company that provide them opportunity to attract
number of customers.
Helps to conduct research: Social media platform is used by numbers of people has it has large
number of users. It allows firm to research market and allow them to understand needs and
requirement of customers. It allows company to understand interest of customers and allow them
to provide products as per their interest.
Increase revenue through building network: Social media platform also create opportunity to
increase revenue in Premier Inn (Chu, Deng and Cheng, 2020). It allows them to build network
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where they can interact customers. It is a platform where company can resolve problem of
customers and also meet new people.
Develop brand: Social media platform helps firm for purpose of developing brand image which
is essential for them in order to differentiate products and service of company. It is also
important for company to develop strong image of company in minds of customers and allow
customers to trust of company and its offering.
Risk of using social media:
There are various risk occurred in business due to use of social media. It creates threat for data,
reputation of company in market. Some of these risk in context of Premier Inn is mentioned
below:
Compliance violations: Use of social media include risk related to communication of data as
well as information that violate law and regulation application. It consists employment issues,
infringement of copy right and trademark, data security issues and other things.
Reputation loss: There are risk of reputation is associated in business while using social media.
It is a big platform for business as it has large number of user but any small mistake done by
company can leads to huge reputation in company (Chu Deng and Cheng, 2020). Image of
company can be developed through online activity as it is important for company to control its
only activities. As any click on post bottom can harm its image and develop negative news about
company.
Data breaching: Data breaching is another risk occurred due to use of social media as there is
risk of data breaching. Company has uploaded its important data on social media tool and any
hacker and third party can access to this data of company. It can create risk for business as it can
harm image and also create negative information about company. It also creates negative impact
over trust of customers as customers data also saves by an organisation for understanding their
requirement.
Impact of risk on Premier Inn:
Use of social media can create various impact over business. It can harm image of company as
leaking of any private and confidential information in market cause negative impact over image
of company. It also creates negative impact over trust of customers over company (Önder and
Gunter, 2020). It is important for an organisation to maintain trust with customers. It also provides
information to company to competitors and competitors can take advantage of this situation.
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Strategies for minimisation of risk:
There are different types of strategies to be adopted by managers of Premier Inn order to reduce
risk of using social media in business. Explanation of these strategies are mentioned below:
Training and development: In order to minimise risk present in business, it is important for
manager of Premier Inn to provide proper training and development opportunities to employees.
It helps them to understand process of using social media and also helps them to avoid negative
impact over company.
Social media policy: It is also important for managers of Premier Inn to develop different types
of social media policy in company which will helps them for purpose of limiting action of
employees and also helps them to control their social media activities (Kim and Chae, 2018).
Updating application and software: In order to protect important data of company, it is
essential for Premier Inn to use updated software and application in business. Updated
technology is improved version of something and does not consist bugs in it.
CONCLUSION
In this report it has been concluded that leadership is very important for an organization and it
must be implemented in hospitality industry and how leadership traits will need in organization.
It also includes that how leadership style play important role in organization are discussed in full
details. It also include that how organizational responsibility and what are the responsible
leadership do in corporate organization are briefly discussed in report. This report also includes
that how CSR is very important for organization and CSR responsibility which management of
an organization have to perform and their benefits of CSR in organization in reference to civil
society, hospitality industry and government are discussed above in details. This report also
includes that how social media affects to organization in positive and negative way and briefly
discussed their benefits of social media in organization and how management prepare strategies
to minimise social media risk which impact on organization. These all are topics discussed in this
report in above.
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