Emerging Trends in the Hospitality Industry

This report covers various emerging trends in the hospitality industry, including appropriate leadership styles, organisational responsibility, CSR, and social media. The Tower Hotel is used as an example to illustrate these trends.

Emerging Trends in
the Hospitality
Industry

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Critical analysation of appropriate leadership style for chosen hospitality organisation along
with justification of leadership styles..........................................................................................3
Critical assessment of how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage...............................................6
Critical examination of CSR and its benefits for chosen organisation and wider community
incorporating hospital industry, civil society and government....................................................9
Critical judgement of benefits of social media and its related risk. Ways in which risk affect
chosen organisation and analysation of strategies for risk minimisation..................................11
CONCLUSION..............................................................................................................................12

INTRODUCTION
Hospitality industry is being considered as the growing as well as successful industry that
contributes most important contribution in the development of economic conditions of economy.
Hospitality industry consist various services like travel and tourism, food and drink services,
accommodation services, event planning, lodging and others. In hospitality industry various
current trends are emerged that impact its overall performance and efficiency like leadership
styles, requirement of corporate social responsibility as well as influence of social media. It
enhances the competition level in industry that create threat on existing competitors. In this
report The Tower Hotel that is incorporated in the year of 1973 and headquarter situated in
London, England, UK. It has 18 hotels across different areas of UK and its provides quality
experience to its visitors. This project covers various leadership styles that are used by hotel to
lead all efforts and actions of employees in right direction. furthermore, various organisational
responsibility and aspect of responsible leadership in explained that provides competitive
advantages to organisation. Along with that different corporate social responsibility and their
benefits in the context of hotel as well as the benefits of social media as well as strategies to
overcome these risk are explained in this project report.
TASK
Critical analysation of appropriate leadership style for chosen hospitality organisation along
with justification of leadership styles
Leadership is defined as an individual’s ability to influence and persuade followers or other
group members to perform defined operations in best possible manner. It is important for leaders
to make sound decisions and develop clear visions that leads overall activities and actions
towards growth and success. Leaders provide proper guidance and assistance to employees that
lead them towards attaining determined goals and objectives in best possible manner. effective
and supportive leadership is based on various ideas and concepts that needs to be communicated
by the leaders to other staff members that enhances the sense of responsibility among them and
leads towards higher performance and functionality (Ali, 2019). Leaders of The Tower Hotel
ensure that team have clear direction that helps them to perform determined operations with
greater efficiency and effectiveness. Leaders need to take efficient decisions that lead overall
team member’s efforts and actions towards performing in appropriate manner and enhances their

contribution to accomplish business determined objectives in appropriate manner. Some qualities
or characteristics of leaders are explained below:
Leadership traits: It is important for the leaders to have effective leadership traits that enhances
their ability regarding professional marketability and enable to lead all efforts of employees in
right direction. Different leadership traits enable the leader of The Tower Hotel to assess or
identify various market opportunities and take advantages of them (Andrade, Miller, and
Westover, 2021). It enables leaders to provide guidance to the followers that enable them to
attain their determined goals and objective in efficient manner. Some leadership traits that are
important for the leaders of The Tower Hotel are explained below:
Adaptability: Adoptability is the essential leadership traits that helps leaders to adopt
understand or recognise plans, schedule and adjust in difficult situations that enable them to
perform operations accordingly to attain determined objectives with greater efficiency and
effectiveness. As there are various changes are happened in business practices and environmental
conditions so, it is important for The Tower Hotel leaders to adopt flexible approach that enable
them to adopt changes and react accordingly. Ability of adopting the situation helps leaders to
attain opportunities and lead business towards the direction of growth and development.
Risk taking: Risk-taking is the another leadership trait that allow leaders to accept challenging
situation and take advantages of them. It is important for the business to take risk because it
provides various chances of growth and development. Leaders of has risk-taking attitude that
enable them to face difficult challenges in effective manner (Baharin, and Hanafi, 2018). It is
essential for the leaders to understand the situation than develop effective strategies that enable
business to take effective decisions to accomplish its goals and objectives.
Team building: Team building is the one of the most important leadership trait that
enables leaders of organisation to build strong team and leader their operations towards right
direction that help to attain determined goals and objectives. leaders of The Tower Hotel to
encourage and collaborate all team member’s efforts so they can contribute their actions and
efforts towards attaining business goals in best possible manner. leaders ensure that effective
communication that enhance their knowledge and understanding regarding their roles and
responsibility in team.
Leadership styles: Leadership style is defined as the effective methods as well as behaviour that
are used by the organisational leaders in order to direct, manage as well as motivating

organisational employee’s efforts in appropriate direction. leadership styles help an individual to
develop effective strategies and implement them to fulfil all expectations of organisational
stakeholders. Leaders of organisation uses various leadership styles that enable them to influence
followers to perform operations accordingly. Some leadership styles are explained below:
 Democratic leadership: Democratic leadership style is related to the leadership
approach employees are included in business decision-making process that motivates
them as well as enhance their performance level and engagement with business
activities. Application of democratic leadership helps business to attain determined
goals and objectives through engaging customers in business decisions (Bhushan,
2017). Through this approach, decision-making process is delayed that impact overall
performance and functionality of organisation.
 Autocratic Leadership: Autocratic leadership style is the approach in which leaders
of organisation take all decisions related to business operations and pass them to other
employees to follow. Leaders only have power to take decisions and employees are
not in the condition to express their ideas and point of views. leader impose their
expectation on other members to complete determined task in efficient manner. this
leadership style is suitable in the situation when organisation has knowledgeable and
expert team member’s effective ideas to management. Decisions are taken in lesser
time period so business can attain business opportunities.
 Laissez Faire Leadership: Laissez leadership style is also termed as the delegative
leadership which concentrates on delegating various roles and responsibilities among
team members. In this strategy, leaders are hand-off power among group members to
take decisions. Leaders provide resources and tool they help them to perform
determined task in appropriate manner. It enables team members to maintain high
level trust and delegate work among team in efficient manner (Cain, Thomas, and
Alonso Jr, 2019). Sometimes disagreements are occurred among team members that
creates conflicts in activities as well as demotivates team members.
 Transactional leadership: Transactional leadership style also considered as the
managerial leadership or the leadership that relies on various aspects such as rewards
and punishment that motivates subordinates to achieve determined goal and
objectives in best possible manner. Transactional leadership involves motivating and

directing followers primarily through appealing to their own self-interest. Leaders of
organisation communicate all role and responsibility among team members that
provides them clear direction to perform their operations in efficient manner. leader’s
uses rewards and punishment to motivate employees to perform their operations in
appropriate manner.
 Transformational Leadership: Transactional leadership style in which leaders
inspire, encourage and motivates employees to innovate as well as create change that
helps business to attain the objective of growth and development as well as shape
business future. Leaders trust employees as well as delegate them authority of taking
business decisions regarding their assigned job role that inspire and encourage
followers to take perform operations with efficiency to attainment determined goals.
In this leadership approach, leaders need to work as a role model to motivate
employees.
Leaders of The Tower Hotel transformational and democratic leadership style through they
inspire and empower followers to take participation in decision-making process (Davras, and
Durgun, 2021). In democratic leadership approach, respective organisation includes employees
in decision making that enhance employees motivational level and retain them with organisation
for longer period of time. These leadership styles improve employee’s morale as well as their
contribution towards attaining determined objectives in suitable manner. It maintains effective
relationship between employees and organisation as well as enhances productivity and
performance level.
Critical assessment of how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage
It is essential for the business to create efficient business responsibility that is considered as the
balanced approach that make sure that business run its operations in right direction. There are
various instruments are used by the organisation to attain determined goal and objectives on time
with greater efficiency and effectiveness (Dedusenko, and Petrova, 2019). Business adopts
various responsibilities and protocols as per business nature and situation that guide business to
handle situation to run business operations smoothly.
Organisation responsibility is defined as the various component that describes
organisational action as well as policy in order to fulfil expectation of determined stakeholders

and other aspects such as environmental, economic, and social. If organisation concentrates on
management approaches and actions that it maximises the value of stakeholders that retain them
with organisation for longer period of time. Organisational responsibility is related to the social
considerations impact both internal as well as external stakeholders of business. The Tower
Hotel follows different typed of organisational responsibility that are mentioned below:
 Economic Performance: Economic performance is defined as the organisational
responsibility that is followed by The Tower Hotel to maintain organisational economic
conditions and attain determined long term and short term objectives that lead business
towards maximise profitability. Managing economic performance facilitates organisation
to improve productivity by accelerating production process, organisational products and
services and their quality. It is important for the respected hotel to satisfy wealth
requirement of investors and business owner that motivates them to invest in organisation
(Elshaer, 2019). Hotel need to maintain effective relationship with suppliers so they
provide quality material to hotel at affordable prices that improve organisational
economic conditions and performance. The Tower Hotel creates various job opportunity
for people living in economy of people that helps business to maintain effective image in
market place.
 Social Performance: The Tower Hotel maintains its social performance through
fulfilling social responsibility by managing hygiene and other safety measures in
organisation that creates differentiate image in the minds of visitors and retain them with
organisation for longer period of time. It is important for the organisation to respect all
spirit of people and do not discriminate them in terms of any aspects (Gandecha, and
Chaudhari, 2020). Leaders and manager of The Town Hotel comply all rules and
legislations that help hotel to perform defined operations with efficiency and create
effective image in the minds of customers. Organisation staff need to respect social
customers and cultural heritage that helps organisational through maintaining the cultural
values of people as well as their sensitive towards cultural.
 Environmental performance: The Town Hotel also creates policies and strategies
regarding to fulfil organisational responsibility related to environmental aspect. Respect
hotel plays essential role in effective unitisation of natural resources in business
operation. The Town Hotel also develop policies regarding waste management and

corporate social responsibility that maintains effective and strong image of business in
the minds of customers. All these policies and strategies of hotel protect environment
from negative impacts.

 Responsible leadership: There are various other responsibility that need to be followed
by the organisation and creates challenge or problems for the leaders of business. It is
essential for The Town Hotel to make sure that all related responsibilities are fulfilled
through demonstrating of responsible approach that creates value for the for other
stakeholders as well (Grotte, 2017). Leaders of hotel need to reflect their commitment as
well as dedication with the objective of creating fairer society and develop sustainable
structure through encouraging providing rewards to right behaviour and bring innovation
in business process.
Responsible leadership is defined as the effective leadership approach that creates effective
relationship with organisational stakeholders and provide them benefits that retain them with
organisation for longer period of time. It is the leadership that is related to take sustainable
business decisions through considering the interest of stakeholders such as organisational
shareholders, employee, suppliers and community. A responsible leader understands that their
business can contribute to social problems or promote positive change. There are various
dimensions of responsible leadership such as awareness, vision, imagination, responsibility as
well as action (Jasonos, and McCormick, 2017). These dimensions are considered by the
organisation at individual, organisational as well as societal level. In The Tower Hotel various
Reporting on OR
initiatives internally
and externally
Institutionalization of
SRM by measuring
and rewarding
processes and results
Employee training
related to OR
Development of OR
initiatives that are
integrated with
corporate strategy
Identification and
prioritization of
stakeholders’
expectations
Vision and values
related to OR

responsible leaders who lead business members to perform operations in efficient manner to
attain determined goals and objectives in best possible manner. Some responsibilities of this
leadership are mentioned below:
Direction: Leaders of organisation provide direction to employees to perform efficiency to
attain determined goals and objectives in best possible manner. It is important for leaders to
communicate all values, strategies as well as aims through which they contribute to attain
business objectives in efficient manner (Kryukova, and Khetagurova, 2020). Leaders of The
Tower Hotel directs all members of team to perform defined operations in best possible manner.
Engagement: Leaders of business plays important role in motivate as well as engage them in
decision-making process. The Tower Hotel provide commitment to employees as well as
motivate them through share responsibilities. Leaders of The Tower Hotel engage employees in
decision-making that enables them to enhance their performance and productivity level.
Alignment: It is important for the organisation to create alignment or coordination among
employees that enable them to perform determined operations with efficiency. Leaders of The
Tower Hotel enhances knowledge and understanding of team members through divide all roles
and responsibility among team. Leaders of The Tower Hotel create effective agreement and
action that allow team members to conduct their responsibility through performing in efficient
manner.
Renewal: Leaders of The Tower Hotel encourages learning of employees that motivates
them to perform activities in efficient manner. Leaders of organisation ensures that all decisions
are properly coordinated, strategies help to attain determined aims and objectives and maintain
value that lead business towards attaining all goal and objectives in determined time frame (Li,
Yao, and Chen, 2021). Respective creates learning environment and culture in hotel as well as
ensure that coordination is maintained between various activities, information and decisions.
Critical examination of CSR and its benefits for chosen organisation and wider community
incorporating hospital industry, civil society and government
Corporate social responsibility is defined as the self-regulating model that enable business to
become socially accountable for its actions and its determined stakeholders and public. Adopting
the concept of corporate social responsibility helps business to integrate the environment as well
social concern that are related to business operation and enhances the interaction of business with
its determined stakeholders. CSR is determined as the important concept of management that

balances environment, social and economic aspects through fulfilling all expectations of
stakeholders. The Tower Hotel takes various actions related to corporate social responsibilities
that fulfil the needs and requirements of society. Respected hotel adopts waste management
techniques such as reuse, reduce and recycle as well as ensure that all natural resources are
optimally utilised. It enables business to protect natural resources that reduces organisational
overall cost that improve business profitability. The concept of corporate social responsibility
allows the organisation to commit with determined goals and objectives as well as contributing
towards economy and develop employment opportunity (Liang, Schuckert, Law, and Masiero,
2017). The Tower Hotel provides appropriate wages to employees that motivates them with
organisation and provide better experience as well. Along with that, organisation also maintains
effective and supportive working condition for employees so they can perform with efficiency
and effectiveness. The Tower Hotel maintains cleanliness in each part of hotel as well as
maintains greenery near hotel that attracts number of customers and create positive environment.
How CSR deliver benefit to Luckman Park Hotel & Spa
Corporate social responsibility provides various advantages and benefits to the organisation
through improving or managing strong image of business in the mind of customers. The Tower
Hotel also gain various opportunities in market as well as reduce overall business cost through
implementing the concept of corporate social responsibility. Some benefits of CSR policy to
hotel are mentioned below:
 Improve financial performance: The concept of policies of CSR enables The Tower
Hotel to fulfil the determined responsibility towards society and stakeholder. It maintains
level of trust among customers and enhance business sales as well as profitability.
 Reduce operating cost: The Tower Hotel adopts waste management approach as well as
ensure that natural resources are properly utilised that reduce overall cost of business and
enable it to gain competitive advantages.
 Improve brand image: The Tower Hotel take various actions or develop policies for the
welfare of society and environment that maintains strong image of hotel in the minds of
targeted audience and attract them towards organisation (Narayanan, 2022).
 Benefits to community: Through adopting different corporate social responsibility
policies, The Tower Hotel serve better quality products and services to the community.
Systematic approach is used by the organisation attain determined goals and objectives in

efficient manner. Hotel donative funds for social development and welfare that improve
business image. It enables business to attain higher their marketing share.
 Benefits to government: Government is the important stake holder of organisation so, it
become important for The Tower Hotel to provide appropriate rate of tax to the
government as well as provide employment opportunity. All the CSR actions that are
taken by the organisation limit the interference of government in business operations that
reduce problems for the organisation.
 Benefits to civil society: Different parts of society is considered as the important
stakeholder of business so, The Tower hotel has responsibility towards them. Hotel can
enhance their living standard through provide better products and services to them
(Pavone, Migliaccio, and Simonetti, 2021). Effective and quality services of organisation
create positive image of organisation in customer’s mind. It provides opportunity to
business to access funds to these societies to improve business operations.
 Hospitality industry: The Tower Hotel provides accommodation, food and drink and
other services to customers that attracts large number of customers towards hotel that
enhance its performance and productivity level. Respective organisation introduces new
products and services that make the hospitality industry more attractive.
Critical judgement of benefits of social media and its related risk. Ways in which risk affect
chosen organisation and analysation of strategies for risk minimisation
Benefits Of Social Media In Business
Social Media is one of the most important part of an business helping in making promotion and
development done more effectively that helps in attracting customers. In modern scenario
individual use social media within day to day life helping an organization in making promoting
business on large scale. The Tower Hotel has been advertising itself over social media which has
impacted business and its development by increasing revenue.
Benefits of social media:
 Increase brand awareness: People around the world is using social media platforms
such as Facebook, Twitter or Snapchat to reach new and highly targeting masses. By
making an account on the social pages, the respective organisation can lead in their
current followers and make their aware about the new offers and discounts on their
services or goods. It can reach world-wide customers throughout social media platforms.

 Stay top of mind: More than half of the population across the world long into their social
media accounts at least once a day. Hence, it indulges the opportunity to connect with
followers and fans every time they log into their account (Pius, Alharahsheh, and
Adesanmi, eds., 2020). The chosen organisation must keep their social content
informative, together with entertaining so that followers will be grateful to see the
company's new post in their feeds. Therefore, it makes the company to remain top of
customer's kind to make purchase with them.
 Boost sales: The social media accounts are the sensitive portion of the sales funnel; it is
the process through which a new connection becomes the user or consumer of the hotel
brand. As the amount of people exploiting social media platforms helps to develop and
social sales tools grow, social networks will become increasingly vital for the goods
search, along with the e-commerce.
 Go viral: As people on social media platforms liking, posting their comments on post,
sharing the social posts, the message goes viral to new audiences. Hence, the concept of
going viral helps in taking leads among competitors. This exposure is pivotal as people
share their content to their friends or family will act as a pre-screening.
 Risk Of Social Media In Business
 Social media is one of the most effective place where management within an organization
makes customer connection developed for an business organization. This has become risk
for an organization as it is not ethical and impacts the image of The Tower Hotel. There
are many risk which business have to face by social media.
 Loss of IP and Sensitive Data: Management of The Tower hotel helps in addressing
various kinds of business risk like hacking of IR address and misusing confidential
information of an organization.
 Reputation Loss: If an person has written feedback over services which is offered to
customers within market by he Tower hotel which makes organizations reputation
harmed within the market (Rasul, and Hoque, 2020). This makes hotel face loss of
customers.
 Compliance Violation: This includes high risk over business in social media that makes
communication over important information done more effectively. The Tower Hotel

have to face this issue in future due social media use in business they need to be very
careful while using social media for business in market.
 Effect of risk on business: The risk that is presented within operations of an
organizations helping making threat to be formed over information of an organization.
This makes threat to be formed and it reduces trust over hotel by making its expansion
restricted within particular country.
 Strategies to minimise risk:
 Provide training to staff: This makes threat to be reduced over using social media
within business that is important for leaders (Savic, and Dariescu, 2020). The Tower
Hotel make proper training provided and staff development making objectives achieved
by an organization helping over avoiding risk.
 Create social media policy: This makes social media different over avoiding risk that is
an important part of an business. It is helpful for The Tower hotel inn order to protect
business firm security threat makes social media activities controlled making business
grow in positive way. Through this various kinds of guidelines, rules and also needs to
control social media activities in business. Thus it act as risk for the hotel over its growth.
 Implementing latest technology and update existing: In order to ignore any kind of
problem by using social media which is important for leaders. The Tower Hotel over
avoiding using of social media within business (Yu, 2021). This is used over avoiding
various kinds of bugs that can hinder the process of technology. Thus it is an important
aspect of improving hotel and its services.
CONCLUSION
As per the above report, it can be concluded that in hospitality industry in impacted by the
various current emerging trends so it is important for the organisation to analyse these trends and
develop policies accordingly. Effective leadership lead all efforts and actions of employees in
right direction and enhance their contribution level of towards attaining business determined
goals and objectives. Business need to adopt various corporate social responsibility to gain
sustainable competitive advantages over other competitors.

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