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

This report analyzes the emerging trends in the hospitality industry, including leadership styles, organizational responsibility, CSR benefits, and social media risks. It focuses on Four Seasons Hotel as a case study and examines its leadership practices and CSR policies. The report also assesses the benefits of social media and its related risks and suggests strategies for risk minimization.

Emerging Trends in
the Hospitality
Industry

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................4
Analyse different leadership styles within the organisations and your chosen hospitality
organisations styles of leadership practices and examples....................................................4
Critically assess how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage........................................7
Critically examine how CSR(Corporate social responsibility) delivers benefits to your
chosen organisation as well as to the wider community incorporating hospitality
industry, government and civil society..................................................................................10
Critically judge the benefits of social media and its related risks. How these risks could
impact or affect your chosen organisation and analyses strategies for risk minimisation.
...................................................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
As hospitality industry involves various fields inside it and they also provide various kind of
services like travel, restaurants, hotels, lodging, tourism and food and drinks. As in tourism
industry It involves business trips and vacations stays. Various business which is under the
hospitality sector involves and observes various emerging trends in this industry and basically
this is seen in the hotel industry which is analysed in this report. As the emerging trends which is
seen in hospitality industry are changing market, increasing competition, growing value and the
emphasis on service and it also involve marketing management and this all done with the
technology and there are various trends which can impact In the future conditions of the
hospitality industry and this also increases the level of productivity of the organisation and the
employee and this also impact in the diversified workforce of the international business and this
also impact in the globalisation of the hospitality industry and these organisation of the industry
requires to take the better advantage of the advanced technology and social media platforms.
This report is about Four Seasons Hotel as this is an Uk based organisation whose headquarter is
located in London as this report involves various leadership styles which is used by this hotel and
these leadership helps in gaining the competitive advantage to the business and this report also
involves the CSR benefits and policies of the organisation and various strategies which can be
applied for analysing the risk which is related with the social media platforms.

TASK
Analyse different leadership styles within the organisations and your chosen hospitality
organisations styles of leadership practices and examples.
Definition of leadership
Leadership is known as the ability of any organisation and individual which has the hige
influence in the team members of group and the organisation as it also involves guiding the team
members for achieving or attaining there goals and objectives of the business in an effective
form for clarifying the mission and vision of the business in an effective manner in order to
accomplish it as this is known as the process in which it maximises all the efforts of team
members for encouraging and inspiring for making achieve the organisational goal at time and in
an effective manner as the leader of Four seasons hotel named John Davison and he takes all the
decisions as he is in the top management and has better experience as this is known as the
leading and luxurious hospitality industry in the market and this helps in building the culture and
the value for providing the customers best service and experience(Patterson, and Balderas, 2020) .
Leadership traits
This is considered as the personal and individual qualities of an effective leaders of the business
as an effective leaders has the ability to motivate and encourage people by building positive
working culture to the employees and also building there morale as this helps in increasing the
level of profitability and productibility if the business as there are various leadership traits which
is required to be followed by every leaders and that is described below.
Integrity: This is the basic and the essential trait of the leaders and is followed by the top
management of the business or who has the better experience and knowledge of various job roles
and position of the business as this also helps in the better decision-making process as the leader
of this hotel has the responsibility of the hotel and mainly for enhancing the culture of the
business which can benefit the organisation effectively(Schimperna, Lombardi, and Belyaeva, 2020).
Initiative: These are the traits of the leaders and in these kind of leadership qualities in each
project the top management has to take the first step for commencing and managing the business
and for the better enhancement of there position. In this kind of leaders they are also self-
motivated and has the courage for trying new and innovative things as an strategy and they do

not has any fear of business operations failure as this leader also motivates the employees for the
better growth of the business in the industry.
Enthusiasm: These are the kind of leaders who create the enthusiasm in the business and this
also helps in bringing the transformation and the better and new innovation in the strategies and
the management process which makes the employees of the business highly enthusiastic and
energetic for attaining the goals and objectives of the business as the leader of this hotel four
season has set there planning and the priorities for gaining the competitive advantage in the
organisation as this also helps in building the innovation in the business(Seal, 2019).
Communication: This kind of leader has effective communication and this also helps in better
conveying there message and in an effective manner as this also helps the employees for
understanding there point of view easily as this also allows the job satisfaction to the employees
of the business for the better and effective integration and for making the task more clearer.
Judgement: These are the kind of leaders who has the quality for making the effective
judgements and this is about the performance if the business with new strategies and the
initiatives which can be formed or run by the business as the leader of this hotel also uses these
strategies for making the strategies stronger and this can also build it in the better position in the
market(Saha, Mani, and Goyal, 2020).
Leadership styles
The leader has the responsibility of directing and guiding of the team members and the
employees of the organisation for attaining the organisational goals and objective effectively and
this also motivates and inspires the employees for the better results of the various strategies as
this can be fulfilled by the various leadership styles which can helps in increasing the level of
profitability and productivity of the organisation as well as employees as the leadership styles
which is followed by Four season hotel is described below.
Autocratic leadership: This is the leadership style and in this various procedure and policies for
attaining the goals and objectives of the organisation and in an effective manner as this leaders of
this style controls and directs various activities and operations of the business and this no team
members or there views are entertained as sometimes this leadership can also create
dissatisfaction in between the team members because of the reason low autonomy as by this
knowledge and skills are also not enhanced effectively. As these kind of leaders uses their own

idea and innovation in the decision making process as the leader of this hotel has chosen this
style then the leader has to take all the decisions by their own(Nusair, 2020).
Democratic strategy: This is also known as the participative leadership style and this kind of
leadership styles all the team members are allowed to take part in decision making process and
this is not like the autocratic leadership style and this also included the employee engagement
which leads in increasing the motivating in the employees and this also builds the job satisfaction
of the team members as this also sometimes slows the decision making process as because of
many ideas and this also creates conflicts and problems and this also impacts the process of
decision making and In this hotel the leaders adopts this style and this also helps in commitment
and combining all the customer service and gives a better customer experience to them.
Transformational leadership: This is the kind of leadership which helps in bringing the
transformation in each team member and employee of the business and this kind of leader also
works as a team as in this all the teams are identified which helps in the changing and making the
new vision and mission of the business as the leader of four season hotel follows this style then
this will allocates the new innovation and this also builds up and enhances the value of the
customers and this also builds the growth(Gursoy, 2018).
Transactional leadership: This is known as the managerial leadership style and this is mostly
followed for motivating the employees of the organisation as this can be done by rewarding and
punishing the employees for there better performance and this also helps in enhancing the level
of profitability and productivity of the business as these kind of leaders mainly focuses on the
performance and the supervision as in this employees are accountable for the better upliftment of
the business.
Strategic leadership: This is the kind of leadership the leaders has the ability for executing,
visualising, planning and leading all the strategic management in an effective form and In this
the leaders mainly focuses in the maintenance of the strategies as this is known as the long term
success and for attaining the long term goals of the business as if the leader of this hotel follows
this leadership styles that they will be able to focus on the long term success and objectives as
with this styles the strategy is developed in an effective manner for the better results if the
operations(Kulshreshtha, and Kulshrestha, 2019).
As in the context of hotel Four season hotel the leaders of this hotel follows the strategic
leadership style and for the change and better advancement they also follows transformational

leadership styles which mainly focuses on the innovation of the business and with the main and
effective strategies which is made by the business and this also makes the hotel and luxury bran
of the hospitality industry as in this hotel do don follows the autocratic leadership style as this
this gives employees dissatisfaction to the employees and in the strategies leadership styles he
firstly observes and then analyses all the global portfolio of the organisation and this involves
various different resorts and hotels as this also allows a competitive advantage to the business
and make the hospitality industry strong.
Critically assess how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage.
Organisational responsibility
This is the responsibility which is in the business and this also ensures the smooth running and
functioning of the business operations and functions of the business as this is also different
according to the structure and size of the business as this is also done by various functions and
policies of the business and the organisational responsibility which develops the responsibility of
the business and the social institution and this also helps in creating the value externally and
internally as per the stakeholders of the organisation(Medhekar, 2020).
As in the context of four season hotel the organisational responsibility is of managing and
organising all the customer service and budget for the loyalty of the customers and this also gives
an competitive advantage to the organisation in hospitality industry as this also involves the
seeing of supervising and maintaining all the business operations and food and beverages which
an organisation is serving and in this there are various indictors and the dimensions which shows
the organisational responsibility of four season hotel is described below.
Strategic responsibility: This involves all the activities which are related to the business
operations and this helps in the contribution of better organisational effectiveness and this also
helps in fulfils the needs and requirements of the organisation in an effective manner as these are
top management responsibility in order to manage all the strategies and the guidelines of the
business in an effective manner for maintaining the quality of the business in an effective manner
and in this hotel the four seasons hotel and there leaders for the better forming of the strategies
for the long term planning as this also makes the organisation sustainable in hospitability
industry(Kim, and Jeong, 2018).

Economic performance: This involves and this also better and increase the level of productivity
of the business and this also fulfils the short term goals of the business and this also gives a high
profitability of the business and for the better quality of the production process and the other
departments of the business and this also creates a responsibility and this creates a good working
environment of workforce as this is the main responsibility of the organisation top management
and this also make the positive working environment of the organisation as four season hotel and
helps in the better interaction with the staff members an this also helps in the better functioning
of the employees.
Social performance: This is known as the responsibility which helps in the social welfare and
this also involves in the welfare and this this also preserves and foresters all the health and this
also cultural and social customs with social heritage of the business. Organisation also engages
all the political and cultural life as in the hotel four season all the business responsibilities are
connected with the social performance and this also helps in reducing all the wastage of food and
the other treatment which is known as preserved and allocated with cultural and natural
resources(Osti, and Goffi, 2021).
Environmental performance: This is known as the responsibility in the hospitality industry and
this also ensures in the consumption of the natural resources of the business and this also ensures
that resources do not get waste in the business and if it get waste than that foods or the waste
material gets transferred as fertilizer and biomass fuel and this can also be recycled all the
disposals and this responsibility also improves the environmental performance and this also
make it difference in making of the cooking oil in an effective manner.
As the organisation has all the responsibility which adds the value to the organisation and this
also creates the value of brand which also gives a competitive advantage to the business and to
each industry as in four seasons hotel all the top management authorities and there
responsibilities which is important to adopt for gaining profit and the competitive advantage in
the market(Salazar, 2018).
Responsibility leadership
This is known as the sustainable leadership which gives an advantages to the stakeholders of the
business and this is basically governed by community of various stakeholders and further this is
also known as the lawful to the business as this also involves various systems and the internal

management which involves all the policies, rules and the market of the business which is done
by following all he market dynamics and market conditions as In general leadership this also
helps in influencing and encouraging it in increasing the level of profitability and productivity of
the business as in four season hotel there are various elements which is explained under
responsible leadership is describes below(Shneikat, and Alrawadieh, 2019).
Direction: This is known as the most important feature in the leadership as this helps in directing
the team members for attaining the aims and objectives of the business as it is important to attain
all the objective accordingly and this also works accordingly and collaboratively for gaining the
advantage as in four season hotel all the staff and employees works in a team which encourages
them and helps in the proper maintenance of the hotel as the top management directs and this
helps in the development of the organisational objective and aims.
Engagement: In this for motivating the employees the reward, recognition and appreciation
system is involves for building there confidence and self interest for achieving goals and
objectives in an effective manner and this also helps in increasing the level of productivity of the
organisation as well as employees as this also builds an positive engagement if the team member
and build their enthusiasm for acting the aim of the business as the management of four season
hotel the top management collects the feedback from the employees and this also ensures all the
cultural and the environmental positivity in the business (Vij, 2019)
Alignment: This is known as the better understanding of all the objectives and the task of the
business operations and this is all explained by there team leaders as by this each team and the
other employees get cleared about there job roles and responsibilities for the better functioning of
the projects and tasks in the business and this also gives vision to the business and this also lead
in the effective planning and the decision making process which also helps in making of the
strategies and this lead in the expansion and growth of the business in an effective manner, In
four season hotel they all work in an collaborative and collective form which is assigned by the
top management as this also changes the emerging trends of the business and the industry of
hospitality as they always comes up with the challenges and this also helps in the advanced
technology.
Renewal: This is known as the changed culture in the business and this also builds value and
belief to the organisation as this also builds coordination in the activities and the decision amking
process as this all-business operations is allocated with the desired sims and objectives as in four

season hotel the leader has bought many changes for the better and for maintaining the culture of
the business with the new creation and innovation and these features may lead in the hospitality
brand(Kriechbaumer, 2019).
These leadership are responsible for all the elements and this also gives an competitive
advantage to the business and motives the employees of the business and satisfy there needs and
gives job satisfaction and this also followed by making of the effective approaches and strategies
for the better functioning and with the effective leadership formulation of the business.
Critically examine how CSR(Corporate social responsibility) delivers benefits to your
chosen organisation as well as to the wider community incorporating hospitality
industry, government and civil society.
Meaning of CSR(Corporate social responsibility)
Corporate social responsibility is known as the concept in which many business combines and
there environmental and social concerns also combines in the business functions and operations
with the interaction of the stakeholders as this involves various practices which has the positive
impact in the business and the world.
As four season hotel known the importance of CSR and this also follows environmental friendly
measures and this also reduced the wastage of the business and there resources and this also
reduces the carbon footprints of the business(Li, and Liu, 2022).
Benefits of corporate social responsibility in the hospitality industry
Customer base: As while following all the environmentally friendly measure in the business
this can attract the customer base at global level and this also build the goodwill and reputation
in the industry and also creates the customer base of the business as this hotel takes the
advantage with the policies of the CSR and this has also expanded the customer base of hotel.
Employee engagement: As employees builds a positive engagement with the organisation as
this hotel tries to follow all the environmental and social friendly measures for the better
sustainability of the business and this also helps in reducing the wastage and also gives an better
job experience to there employees with the job satisfaction as this also leads in the proper
engagement(Demir, Díez-Esteban, and García-Gómez, 2019).
Competitive advantage: As for the better functioning and better growth of the organisation and
in the effective manner four season hotel follows all the measures and this also gives them an

competitive advantage to the business and this also lead in increasing the level of productivity
and also adds the value to the customer as four season hotel has reduced the wastage and also
believes in the charity program which has build the level of sustainability of the business.
Business strategies of CSR in contact with Four seasons hotel.
Emery conservation, charity and recycling: This organisation usually sends the waste and this
also uses the waste and this also produces the energy as this organisation also provides first aid
facilities to the required ones and drop it in the form of charity as this organisation also uses a
plastic free capsule of coffee(Ozturkoglu, Sari, and Saygili, 2019).
Food and beverages: As the wastage of the food and other eatable items are basically
transferred and converted in the form of fertilizers and fuel as this hotel also uses non plastic
straws for maintaining the sustainability and they had also banned all the endangered species
from their menus.
Critically judge the benefits of social media and its related risks. How these risks could
impact or affect your chosen organisation and analyses strategies for risk
minimisation.
There are various advantages of social media in Four season hotel are described below.
Increased brand awareness: As social media platform builds and develops the better brand
awareness in there customer and non-customer base in order to expand there customer base in an
effective manner as this also helps in increasing the market share of the business as social media
is considered as the tool for marketing as people usually spends there spare time on social media
platforms and this helps in attracting the people.
Improves brand loyalty: As by the usage of social media organisation helps in increasing the
loyalty of brand in the industry as therefore social media is considered as the important part of
the business and customers usually takes there decision on the basis of original reviews and this
also attracts the customers for trying the new hotel and there services(Koseoglu, Law, and Dogan,
2018).
Risk of social media
Reputation loss: This is considered as a risk of social media as if any customer is having bad
experience due to any reason and puts bad remark or review in the in their original website can

reduce the goodwill and reputation of the business as once its gone then it becomes challenging
to refurbish it again in the industry.
Loss of sensitive data and IP: As this is also the huge risk of social media as there is a huge
possibility of any damage of hacking an cyber crime to the data of the customers which is
sensitive and can even misused in the public for demoing the organisation and this becomes
challenging to the organisation to manage these risk of the organisation.
Effects of the risk in hotel
This risk can create a negative impact in the industry and in the business as if an condictio
information get leaked can reduce the reputation of the business and the organisation can also
turn into loss as for attracting the customers through social media can also turn risky and this can
further also limits all the marketing opportunities of the business and can also reduce the market
growth and market share rate of the business.
Strategies for minimising risk
Implementing latest technology: As the risks of social media can be resolved by updating the
hotel with the updated technology for gaining the competitive advantage in the business and this
is also important to update the social media account or website for reducing any
miscommunication or confusion in the industry as this also removes many errors in the business.
Creating social media policy: There are many policies in the industry which can resolve the
risk of social media in hotels or in hospitality industry as this is known as the medium of the
advertisement and these policies plays as the safe guard of the business and this can also better
the business operations.
Training and development: This is also the important part of the business as it is important to
provide proper training to the employees for the better customer experience and this can also
helps in the better functioning of business operations and functions in an effective and efficient
manner as this also helps in achieving organisational aims and objectives(Cain, Thomas, and
Alonso 2019).

CONCLUSION
This report has concluded that in the hospitality industry various emerging trends has been
observed that involves the increased competition and the various industry changing dynamics
which can impact the business and the hospitality industry. This report has also concluded that
for the transformational change in the business it is important for the business to involve new
development with the creativity and innovation as this also adds the value and belief to the
business as this can also be done by adopting the strategic leadership styles which will result
beneficial for the better changes in the organisation. This report has also concluded that
responsibility management and organisational responsibility which develops the better learning
and understanding of various responsibilities which are related to strategies and this also lead
high profitability and success in business. This report also concluded the contribution of CSR for
gaining the competitive advantage to the business for the customer loyalty and these hotels also
take advantage of social media platforms for promoting there business and mitigating all the risk
which is allocated with it.

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