Emerging Trends in the Hospitality Industry

This report discusses the leadership styles suitable for the hospitality industry, the importance of corporate social responsibility, and how it benefits the chosen organization and the wider community. The report also covers the benefits and risks of social media in the industry. The chosen organization is Edinburgh Grand hotel, and the report includes a critical evaluation of the leadership styles, organizational responsibility, and corporate social responsibility of the hotel.

Emerging Trends in
Hospitality Industry

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY ..................................................................................................................................4
Evaluate the proper style of leadership for the chosen hospitality organisation with the
justification of selection of leadership styles..............................................................................4
Evaluate how organisational responsibility can be evaluated into critical manner and
responsible leadership leads to corporate leadership systems to facilitate competitive
advantage ....................................................................................................................................7
Evaluate in which manner corporate social responsibility delivers benefits to the the chosen
organisation into critical manner and also the wider community incorporates government,
hospitality industry and civil society...........................................................................................9
Examine the overall benefits of social media & its associated risks as well as how these risks
could impact on chosen hotel and analyse strategies for risk minimisation.............................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Hospitality industry basically refers to the broad category of fields within the industry of
service which includes food and drink service, lodging, theme parks, event planning and travel
and tourism. In the present report,Edinburgh Grand hotel is taken into consideration. It is the
hotel which is turned bank turned hotel which is full of exceptional details and the bank is
basically inspired by the Modernist American Architecture(Ammachathram and Anderson.,
2018). The Edinburgh Grand is basically the part of registers which is a regeneration project that
is focused on the south east corner of St Andrew Square. The present report will cover discussion
about different leadership styles which is used within the industry and also about in which
manner responsible leadership lead towards the corporate leadership system in order to facilitate
competitive advantage. In addition to this, the report will cover analysis about in which manner
corporate social responsibility delivers benefits to the chosen organisation. Moreover, the report
will cover discussion about benefits of social media and its related risks.
MAIN BODY
Evaluate the proper style of leadership for the chosen hospitality organisation with the
justification of selection of leadership styles
Leadership: The word leadership basically refers to the ability of an individual or group
of individuals in order to guide and influence the followers and other members of the
organisation. An effective leader is that person who creates an inspiring vision of the future and
also motivates people to engage with that vision. They also manages delivery of the vision and
also builds the team in such a manner it is effective in terms of achieving the vision. Leadership
is important because it gives the best direction to the organisation and team members so that they
can achieve the targets within a set period of time(Argyropoulou and et.al., 2019).It is basically
about mapping out where the individual needs to go to win as an organisation or a team and it is
also exciting, dynamic and inspiring as well. Leadership also uses the management skills in order
to guide the people into right direction in a more smooth and efficient manner.

Leadership is also important because it helps the organisation in terms of resources for
directing in order to improve efficiency and the achievement of goals as well. An effective
leaders is someone who provides clarity of motivate, purpose and also guide the organisation in
order to realise its mission. That's why leadership plays an effective role at the organisational
level.
Leadership Traits: The leadership traits basically refers to the personal qualities which
defines to an effective leader. There are certain important leadership traits which are very
important from the organisational point of view. Leadership plays their important role in terms of
promoting the compelling vision and also treat in such a manner that that others wanted to be
treated. An effective leader admits their mistakes and also make themselves part of the action by
having the great communicators as well (Bagnaresi and et.al., 2018).A leader also knows that
how to delegate in terms of effective manner and they also make feel important to others as well.
One of the trait of an effective leader is that they hold themselves accountable and also takes
responsibility for any kind of mistakes as well. Leaders also encourage and support the
individuality while abiding through rules, organisational structure and policies which needs to be
followed.
Leaders basically act as visionaries and they also being able to plan for future by
quantifiable and concrete goals as well. They also understand the requirement of continuous
change and also open towards for trying new approaches for solving problems and improve the
process as well (Faisal and et.al., 2020). Leaders are also self-motivated in terms of nature and
also be able to keep going and also attain the goals despite the set backs. Good leaders not only
meet the expectations and also try to best exceed in terms of nature. So these are the main traits
of an effective leader which helps the organisation to perform into out of box manner.
Different types of leadership: There are different kind of leadership which are very
important in terms of achieving organisational objectives and goals of an organisation. It is
defined into the following manner:
 Autocratic Leadership: These are the type of leaders who make decisions without
taking any input from anyone who reports to them or anyone . Team members are not
consulted prior to direction and also expected to fall in line with the expectations of
leader.

 Affiliative Leadership: This is a kind of leadership which creates emotional bonds with
their team members and also direct the report for it as well(Greenslade-Yeats., 2022).
In this type of leadership, people has been put into the forward manner before the
parameter of profit and believes the team that always comes first. This is the style which
is focused on building trust within the team and also fostering the sense of belonging to
the organisation.
 Bureaucratic Leadership: This is a kind of leadership where in which manner a leader
should act and are generally risk averse in terms of nature. Bureaucratic leadership
basically found into large organisation and highly regulated environments where
adherence towards strict rules are very important.
 Democratic style of leadership: This is a kind of leadership who places high value on
the skills, knowledge and diversity of the team as well. These kind of leaders are
excellent leaders and also develop confidence level in their leadership through utilising
the collective wisdom their team has to offer.
Chosen organisation's leadership styles: According to the organisational nature and as
it is a very stylish which is all possible through adopting democratic style of leadership. In
context to Edinburgh Grand, hotel this leadership can be adopted so that organisation can grow
according to current market requirements and needs as well. The hotel development is all
possible through considering different point of views and also by understanding market
requirements of customers so that hotel can attract large number of customers into positive
manner(Islam and Akthar., 2020). The adoption of this kind of leadership basically considers the
preferences of people into positive manner so that results can be achieved according to the
organisational objectives and goals as well. With the proper efforts of team members into
positive manner with support of knowledge, skills and diversity they can make improvement into
context of performance of an organisation so that results can be achieved into proper manner.

With the adoption of this kind of leadership, it is easier to take proper decisions because
there is involvement of every team member into the decision making process due to which a
profitable decision can be taken for organisational growth and development as well. So this is a
kind of leadership which can be adopted in order to perform into out of box manner in this
industry of hotel(Jurado-Caraballo and et.al., 2020).This leadership style is best for the
Edinburgh organisation because this leadership gives weight age to people and customers due to
which they can easily work into collaborative manner.
Evaluate how organisational responsibility can be evaluated into critical manner and responsible
leadership leads to corporate leadership systems to facilitate competitive advantage
Organisational responsibility can be evaluated into such a manner that they have to plan
themselves into proper manner and strategise accordingly for it. An organisational
responsibility basically refers to the ethical behaviour of an organisation when running and
conducting the business. There are certain parameters included in organisational responsibility
and these are strategic responsibilities, economic performance, social performance and
environmental performance.
Strategic responsibilities: These are the responsibilities which refers to the tasks that
the strategy development team has to perform into positive manner. These tasks basically include
setting goals, organisation vision, planning development and setting regulations and policies as
well. When company masters these responsibilities then they will obtain an effective strategy as
well(Kandampully and et.al., 2016).In context to Edinburgh Grand hotel, they have to follow the
tasks into appropriate manner on the daily basis so that they can fulfil the requirements of
customers into result oriented manner.
Economic performance: It basically explains about the achievement of economic
objectives and the objectives of economic policy are the goals set through government in order to
improve the economic situation of the countries. There are mainly four objectives of economy
which includes low employment, growth, low and stable inflation and satisfactory balance of
payments. In context to Edinburgh Grand hotel, the economic performance of country is on a
very high stake due to which it is easier for hotel to attract customers on a very large scale
because every class of people has the higher purchasing power capacity due to which they are
ready to pay the amount according to organisational requirements.

Social performance: It is basically about the effective translation of an institution
mission into practice in line with accepted social values. It is into the context of converting the
organisation mission into practical manner whatever the majorly the mission is (Kercher and
et.al., 2021). In context to Edinburgh Grand Hotel, the main mission of hotel is to provide
qualitative services to the hotel so that result oriented work can be achieved by the organisation
and these are the kind of services which has been according to the social acceptance behaviour as
well.
Environmental performance: Environmental performance basically refers to the effects
of business activities and products on the natural environment such as waste generation, resource
consumption, emissions and waste generation. The performance of environment is very
important because it contributes into the context of improving productivity and cost savings as
well. In context to Edinburgh Grand hotel, the hotel has to take care about the environmental
laws and regulations as well so that they can perform their activities in such a manner that it does
not harm the environment into negative manner.
With reference to Responsible leadership, it is mainly about making business decisions into
sustainable manner that takes into account the interest of all stakeholders. It basically include
employees, shareholders, suppliers, clients, environment, community and future generations as
well. There are certain parameters included in responsible leadership which includes direction,
engagement, alignment and renewal as well.
 Direction: It basically refers to the path along with which something lies, moves and
points which is very important from the organisational point of view(Kim and Kim.,
2018). Within the framework of responsible leadership it is very important to direct the
organisation into appropriate manner so that hotel can take actions into the right direction
with proper approach.
 Engagement: Under this kind of leadership, it is very important that to engage team
members within the tasks into appropriate manner so that they can perform with their full
potential according to the organisational requirements and needs as well. In context to
Edinburgh Grand hotel, the employees of the hotel should perform into such a manner
that they engage towards the work with their full efforts as well.

 Alignment: Leadership alignment is basically about the group of people who understand
the set of shared objectives and also agree on what parameter they and their team requires
to do to reach towards them(Kitsios and Grigoroudis,., 2020). In context to Edinburgh
Grand hotel, all the employees of hotel and team members have to understand about the
objectives and work accordingly for it and also they have to take actions accordingly for
it.
 Renewal: It is parameter which is very important to fulfil the objective of responsible
leadership. If particular strategy within the leadership can't be helpful in terms of
achieving objectives of the organisation then it is necessary that renew the strategy of
leadership so that effective results can be achieved within the organisation. In context to
Edinburgh Grand hotel, they have to renew their leadership approach over the period of
time so that results can be achieved within the hotel through achieving organisational
objectives and goals as well.
For acting into competitive advantage into the market, Edinburgh Grand hotel has to give
importance towards corporate leadership systems so that tasks can be performed within those
parameters only. When hotel has come up with unique feature into the market then they can
attract large number of customers and can stand into the form of competitive advantage into
market and it ultimately lead towards the corporate leadership systems as well.
Evaluate in which manner corporate social responsibility delivers benefits to the the chosen
organisation into critical manner and also the wider community incorporates government,
hospitality industry and civil society
Corporate social responsibility refers to the self regulating business model which
supports a company to be socially accountable to itself, public and stakeholders as well. Through
practising corporate social responsibility, companies can be conscious of kind of impact they are
having on all the aspects of the society which includes social, economic and environmental. In
context to Edinburgh Grand Hotel, corporate social responsibility contribute into the context of
building the strong brand image and also contribute in terms of creating the positive business
reputation(Kunwar., 2017). This kind of building reputation can also lead towards competitive
advantage into the market of hospitality industry. Corporate social responsibility also contribute
into context of saving the costs into positive manner where use of resources, emissions and waste
have been reduced and also saves money into result oriented manner.

When Edinburgh Grand hotel has properly follow the corporate social responsibility into
appropriate manner then it is easier for hotel to recruit new employees or also retain the existing
ones as well. At the organisational level, employees should feel motivated to stay longer in order
to reduce the costs and disruption of recruitment and retaining as well(Lau and et.al., 2019).
There are certain other benefits of corporate social responsibilities within hotel of Edinburgh
Grand. They also access finance where investors are more likely to back a reputable business and
also attract positive media attention while taking part in the activities of community. Through
corporate social responsibility, they also reduce the regulatory burden through good relationship
with local authorities which can often makes the business easier. It also identifies the new
business opportunities through corporate social responsibility.
There are certain other benefits which government can incorporate from corporate social
responsibility. Corporate social responsibility basically creates social value and also improves
the social welfare as well which basically consist of main goals of government policy.
Government basically provides information to the private sectors by initiatives which include
websites which inform companies of CSR and government sponsored guidelines which aid
businesses in addressing the individual concerns which has been prevalent within their practices
and industry as well. Within the framework of corporate social responsibility, the role of
government is very significant and they are involved in standard-setting by the provision of
policy frameworks that encourages Edinburgh Grand hotel to improve its performance beyond
minimum legal standards.
There are certain benefits related of corporate social responsibility into context of civil
society and it is a kind of mutual way for companies to benefit society while benefiting them in
the process(Lee and et.al., 2016). When Edinburgh hotel has adopted CSR then it is important
that consumer should know about it and it becomes pointless when there is no consumer
acknowledgement. It is the best way to engage with consumers and also keep them engaged in
terms of brand because through the campaigns of CSR it basically relates with everyone which is
benefited. It is also a kind of way to showcase the human face of the business of hotel. There are
most businesses which makes sense to get involved in the community into solely manner which
depends on the CSR initiatives which is related to the product and service as well.

The initiatives of CSR can also be the best way in order to contribute to its society and its
people as well. The society can also get help from national or local charitable contribution
businesses which can help the society. Through investing into the programs of education for the
street and poor children and homeless care activities for refugees and homeless people as
well(Okorie and et.al., 2018).They can also support the local charity through making financial
contributions in order to ineffective charitable projects. Edinburgh Grand hotel can provide food
to local homeless groups or orphanages which is free of cost. The hotel can also pay attention
towards material recyclability and can also develop better product function ability and product
durability and use the renewable resources at lesser costs in order to keep the environment clean
as possible and also contribute towards ecology of the country.
There are certain benefits of corporate social responsibility to hospitality industry which
can be helpful for further growth and development of the hotel. The industry who adopt the
practices of CSR can better understand, attract, motivate and retain the employees into positive
manner. Employees also interested in working in those industries which have a positive image
and reputation for doing good into the positive context. Within the industry, employees also
experience higher level of job satisfaction which basically reduces the turn over into positive
manner. Within the hospitality industry, CSR activities are important because as it encourages
organisation to do good within society and further benefits them from the business point of view.
So in this manner, corporate social responsibility contribute into context of organisation, society,
government and hospitality industry as well. So its very important to follow CSR activities into
psoitive manner for further growth and development of the hotel into positive manner.
Examine the overall benefits of social media & its associated risks as well as how these risks
could impact on chosen hotel and analyse strategies for risk minimisation.
Social media is referred as a collective term for applications and websites which emphasis
on interaction, communication, community based input, collaboration, content-sharing and many
more(Pinho and Marques., 2021). At the present time period, most of the people make use of
social media in order to interact and communicate with each other and spent time as well. In
context to hotels, they make use of social media with the objective to promote and marketing
their services as well as offerings at marketplace. It is analysed that using of social media
provides many benefits to The Edinburgh Grand hotel, which are as follows:

Improve brand awareness: It is undertaken as one of the main benefit which is attained
by hotels by using social media. There are various social media platforms used by hotels such as
Facebook, YouTube, Instagram and so on in order to promote their brand and services. In
relation to The Edinburgh Grand hotel, using of social media help hotel to reach large number of
customers that leads to increase in customer base level, performance and profitability of
organisation( Seyfi, S. and Hall., 2020).Moreover, social media assist to improve brand image at
marketplace which has positive impact on the market share and market presence of hotel.
Improved CRM: Customers are one of the important part for an organisation and
maintain good relationship with them allow to gain higher success and growth. It is determined
that by using digital communication channel and social media, hotels are able to know about the
perspective of customers after the service is being provided to them. This help in gaining insight
about where they lack due to which effective strategies were developed and the requirements of
customer is fulfilled. This develop positive mind-set of customer towards brand and leads to
repeat purchase and increase in profitability of hotel.
Rise website traffic: Social media allow an organisation to increase website traffic in an
effective and appropriate manner. The offers and promotion that is put by The Edinburgh Grand
hotel on social media platforms help to attract large number of customers to reach on website
that leads increase in bookings of hotel. Moreover, The Edinburgh Grand hotel has its own
website where the offers is provide to them and the query of customers is resolved timely and
rapidly. This further allow to develop positive mind-set of customers and ensure bookings in an
appropriate way.
Moreover, there are also other advantages which is gained by Hotels due to the use of
social media that is increase customer relationship, increase customer satisfaction, increase
profitability, help to monitor audience behaviour and so on.
Risk related to social media:
It is analysed that using of social media gives many benefits to the respective
organisation but consist of some risks (Singh., 2019).It is significant for hotels to have a back-up
plan and risk mitigation strategies so that risk can be dealt in a proper and timely manner. The
risk associated with the use of social media with reference to The Edinburgh Grand hotel are as
follows:

Risk related to imposter accounts: These are the accounts which looks like they are genuine
but also under closer inspection which turns out to be fake accounts. According to latest report of
transparency it has been observed that around 11.2 million fake accounts has come into
consideration. There are mostly accounts which have been blocked by automated defences but
more than 85000 fake accounts were only addressed once members have reported them.
Mitigation: The risk of imposter accounts can be mitigated through getting the social media
accounts verified within the trusty blue tick so that people can recognise about the brand's
genuine account. When influencer marketing has been used then it is important to check
potential influencer accounts which are bona fide before initiating any campaigns.
Privacy settings: There are many users who accept the social media accounts default settings
when creating a new profile or page for their business (Tung and Law., 2017). According to
survey it has been observed that they were not very confident that the privacy settings they have
selected on the social media accounts worked as expected.
Mitigation: This risk can be mitigated through making sure that the hotel has IT and user policy
guidelines which outlines what settings should be used when creating the new social media
accounts.
Vulnerable third party-apps: It has been observed that even the account has been secured by
the social media accounts 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. These are the
main risks of social media and it can be mitigated through taking appropriate actions and steps
towards it.
CONCLUSION
The above stated report concludes that hospitality industry plays a very significant role
into this business world and there are certain trends which are in the category of emergent. It has
been concluded that within hospitality industry leadership plays a very significant role in terms
of leading the organisation into proper direction.

It has been determined that there are different types of leadership styles which are
important from the organisational point of view and a single appropriate leadership strategy can
help in terms of achieving objectives into positive manner. It has been observed that
organisational responsibility is very important in terms of achieving organisational objectives
and goals into appropriate manner. Responsible leadership also plays a significant role in terms
of achieving targets within an industry. At the organisational level, it is very important to follow
corporate social responsibilities so that they can create their strong brand image within the
industry. CSR activities are important for certain parameters such as organisation, society,
government and hospitality industry as well. For increasing popularity of an organisation or
business, the role of social media platforms are very important but also there are certain risks
associate with it as well. These risks can be mitigated through adopting certain steps and actions
as well.

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