Emerging Trends in the Hospitality Industry

Lucknam Park Hotel & Spa is a hotel that is aware of its social responsibility and is committed to making a positive impact on the wider community. The hotel has implemented various CSR initiatives that have benefited both the organisation and the community. Some of the benefits of CSR for Lucknam Park Hotel & Spa include improved brand image, increased customer loyalty, and improved employee morale.

Emerging Trends in the
Hospitality Industry

Contents
INTRODUCTION...........................................................................................................................1
Emerging Trends in the Hospitality Industry...................................................................................1
MAIN BODY ..................................................................................................................................1
1. Critical analysation of appropriate leadership style for chosen hospitality organisation along
with justification of leadership styles..........................................................................................1
2. Critical assessment of how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage ..............................................4
3.Critical examination of CSR and its benefits for chosen organisation and wider community
incorporating hospital industry, civil society and government....................................................7
4. 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 ...................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry is one of growing and successful industry that is contributing to economy of
country. It is a industry that consist different services like event planning, travel and tourism,
theme park, food and drink services, lodging and others. There are various trends emerge in
hospitality industry like change in leadership style, corporate social responsibility, influence of
social media and others (Damnjanović, Lončarić and Dlačić, 2020). It results in increasing
competition in industry and also allow company to focus more on services. This project report
includes Lucknam park hotel & spa which is a aware winning hotel and spa. It is a hotel that is
located in area of 500 acres and also offering different types of guest facilities. It has get AA 5
Red Star service based on recruitment of members of team which are dedicated over hospitality
and also deliver higher standard to customers. This project report includes critical analysation of
appropriate leadership style for hospitality organisation and also selection of leadership style for
company. It assess organisational responsibility and responsible leadership that leads to
corporate leadership system to get competitive advantage. It also examine how CSR deliver
different benefits to organisation and also for wider community for incorporating hospitality
industry, civil society and government. Moreover, it judge benefits of social media and its risk
and ways to overcome of these risk.
Emerging Trends in the Hospitality Industry
MAIN BODY
1. Critical analysation of appropriate leadership style for chosen hospitality organisation along
with justification of leadership styles
Leadership can be described as ability of individual and group of individual that create influence
and also provide guidance to follower and other member of an organisation. It consist sound
decision making as leader needs to make decisions, articulate and creating clear vision through
establishment of attainable goals. It also provide knowledge to followers and also offer them tool
for attainment of goals of company (Al-Malki and Juan, 2018). Effective leadership can be based
on different ideas and leaders needs to communicate it with others in a manner that engage them
to complete work of leaders. Leaders in Lucknam Park Hotel & Spa needs to take lead team and
also inspire team members to work for purpose of attainment of goals and objectives of
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company. They also needs to make various important decision of company that allow them for
purpose of attainment of goals and objectives.
Leadership traits: A leader needs to be effective which can be done through developing trait
that will improve professional marketability of a person. It will also helps them for purpose of
starting career journey and also identifying new opportunities (Alblooshi, Shamsuzzaman, and
Haridy, 2020). It will allow leader of Lucknam Park Hotel & Spa to provide guidance to people
that is essential for success of a project. There are different types of leadership qualities posses
by leader of Lucknam Park Hotel & Spa that will helps them to be effective. Some of these traits
of leadership are mentioned below:
Adaptability: It is also important for leaders to understand plans, schedule as well as goals of
company at any time that helps them to accept changes. Changes are important in order to get
success for a business and in order to be effective leader, leaders of Lucknam Park Hotel & Spa
adopt flexible approach which allow them to adopt changes at any time. It also helps them for
purpose of developing new characteristics and capability among them.
Risk taking: It is one of important trait in leaders which allow them to take risk for accepting
challenge. Leaders of Lucknam Park Hotel & Spa posses this trait which allow them to face
challenges and adopt safe approach to overcome of it (Rabiul and Yean, 2021). In order to
overcome of risk, it is important for leaders of company to assess situation in effective manner
that provide them advantage and disadvantage of situation. It also helps them to make judgement
and also helps them to accept decision.
Team building: It is one of trait to be posses by leaders of Lucknam Park Hotel & Spa which
allow them to complete work of team. Leader of organisation are also encouraging team
members and also collaborating their team efforts. Leader inspire team members to contribute
their message and also motivate colleagues in order to complete impossible task. It also helps
them to develop various team building activities which also improve and promote
communication of members.
Leadership styles: Leadership can be described as method and behaviour adopted by leaders at
time of directing, managing and motivating others. It helps a person to determine strategies and
also helps them to implement it for fulfilling expectation of stakeholders. There are different
types of leadership styles which leaders of Lucknam Park Hotel & Spa can adopt and it will
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helps them to understand influence of their action. Some of these leadership styles are mentioned
below:
Democratic leadership: It is one of leadership style in which leaders provide guidance to group
members and also allow them to participate in group. It is one of style which consist members of
team in decision making process. It helps to make team members included, engaged and
motivated for purpose of attainment of goals and objectives. But last power of making decision is
in hand of leaders. There are also sometimes disagreement occur in group members which cause
delay in decision making process.
Autocratic Leadership: It is a leadership style in which leader impose their expectation on
group members and also defined outcomes of situation. It is a style in which only one person can
power and only they can make decision (Berraies and El Abidine, 2019). It is suitable in situation
when leader is only knowledgable person in team. It helps business to take decision in less time
but there is lack of creativity in this.
Laissez Faire Leadership: It is a leadership style which is also known as name of delegative
leadership that focus on delegation initiative of team members (Hansen and Pihl-Thingvad,
2019). It can be successful strategies if members of team are competent for taking responsibility
and also prefer to work individually. There are disagreement occur in team members which helps
to divide group and also leads to poor motivation and lower morale.
Transactional leadership: It is a leadership style which is based on transactions take place
among leaders as well as their followers in form of rewards, exchange, punishments and others
in order to complete a job. For this, leaders needs to develop goals and role of team members is
to know ways in which they can be get rewards and compliance. It is a give and take leadership
style which is concerned with development of routine and procedure in effective manner through
making transformational changes in business.
Transformational Leadership: It is a leadership style which inspire followers through vision
and also encourage them for purpose of attainment of it (Adnan and Valliappan, 2019). Leader
also needs to work as role model for vision of company.
Leaders of Lucknam Park Hotel & Spa are adopting transformational leadership style as
it allow them to inspire leaders and also empower followers for attainment of this vision. It allow
leaders to develop vision for follower of company and also helps them to reduce employee
turnover of company. It is a leadership style which contribute to develop higher values for
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purpose of developing vision of company and also creating high morale among employees. It is a
leadership style which also place higher values for purpose of developing good relationship with
employees which create positive situation for business.
2. Critical assessment of how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage
It is important for an organisation to develop organisational responsibility which is a balanced
approach that helps to ensure organisation is running for purpose of benefits of people. An
organisation represent different instrument for purpose of attainment of goals. Protocols related
to organisational responsibility can be different different different organisation but all these
follows uniform guideline. It can be based on type of organisation and manner in which they
work.
Organisation responsibility is one of component that can be described as action and policy of
organisation consider in fulfilling expectation of stakeholders and also triple bottom line of
performance of economic, environmental and social (Haque, Fernando and Caputi, 2019). Focus
of management is always on maximisation of values of stakeholders which is a legal, fiduciary
and moral obligation of management. Organisational responsibility emphasis that organisation
considered as social institution which should create values for purpose of both internal as well as
external stakeholders. There are different of organisation responsibility followed by Lucknam
Park Hotel & Spa which are mentioned below:
Economic Performance: It is organisation responsibility of Lucknam Park Hotel & Spa to
maximise long term as well as short term profit of company. It also needs to improve
productivity of company through improvement in production process, quality of factor of
production, products and services and other things. Company is also expected to fulfil wealth of
investors of company as well as owner (Andrianova and Antonacopoulou, 2020). They should
also respect their suppliers as it provide them good quality of raw material that will helps to
improve economic performance of company and also helps for purpose of overcome of
competitors of company. Lucknam Park Hotel & Spa is also creating job opportunity for people
living in economy of people.
Social Performance: Lucknam Park Hotel & Spa is also fulfilling their social responsibility by
maintaining hygiene in their organisation that does not create negative impact over health of
people. It is also expected from their to respect all spirit as people believe in them and respect to
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them. It is also important for managers of Lucknam Park Hotel & Spa to fulfil all laws and
legislation which will improve their image in minds of people. They should also respect social
customers as well as cultural heritage which is essential for them as it can effect cultural values
of people and people are sensitive for their cultural values.
Environmental performance: Lucknam Park Hotel & Spa is also fulfilling their organisation
responsibility in context of environment. This organisation does not create harm to natural
resources through their operation (Frangieh and Yaacoub, 2018). It is also maintaining
environment clean which create good impact over environment. It is also not creating burden
over environment through effluents.
Responsible leadership:
There are wider responsibility of business over leaders that create challenge for them. It is
important for them to ensure that business is fulfilling responsibilities through demonstration of
responsible approach in business by creating values (Anlesinya and Amponsah-Tawiah, 2020). It
is also responsible for approach for business that create values. It is important for business
leaders to reflect their commitment and dedication for creating fairer society as well as
sustainable structure by encouraging innovation, rewards to right behaviours as well as regain
trust.
Responsible leadership can be described as type of leadership which is sustained itself and also
building on business for providing benefits to stakeholders and governed by stakeholder
communication that is socially legitimate. It is one of type of leadership that consider and
incorporate different internal as well as external system in a manner where laws and regulation
of society cannot be violated and local culture are carried in context of market and regional
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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

policies. It consist exercise of influencer in context of common aim and also enable people for
purpose of work in order to get desired results that could be by working on their own (Smith,
2019). It is a framework which is using CLD framework for purpose of responsible leadership.
There are different responsible leadership which helps leaders of Lucknam Park Hotel & Spa for
attainment of goals and objectives of company. Explanation of these responsible leadership is
mentioned below:
Direction: Leaders are directing people for purpose of attainment of goals and values. Members
of team also has shared understanding of agenda of team, values, strategies and overall aim and
ways in which this contribute to business for attainment of values and aim (). Leaders of
Lucknam Park Hotel & Spa are also directing their members for attainment of goals and
objectives of company.
Engagement: Leaders also energise identity and motives of other people. Leaders give
commitment to team members and also motivate employees for purpose of shared
responsibilities. Leaders of Lucknam Park Hotel & Spa also give commitment to team members
and motivate employees for taking responsibility in action of company.
Alignment: There should be coordination among agreement as well as action. Leaders of a
company develop clear boundaries and understanding for roles and responsibility and
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interdependence among team. Leaders of Lucknam Park Hotel & Spa should also coordinate
among agreement and action of people that allow them for purpose of fulfil responsibility of
company.
Renewal: Leaders encourage learning as well as change in culture. It reflect effective
coordination of decision, activities and information in context of aim, values and strategies of
company and ways in which business contribute towards aim as well values of company.
Leaders of Lucknam Park Hotel & Spa also encourage learning of culture which allow them to
coordinate among activities, information and decisions.
3.Critical examination of CSR and its benefits for chosen organisation and wider community
incorporating hospital industry, civil society and government
Corporate social responsibility can be described as self regulating mode that assist company for
purpose of responsible to itself, public as well as stakeholders. It is a management concept which
allow business to integrate environment and social concern in business operation as well as its
interaction with stakeholders (Sharma, 2019). It can be considered as important management
concept which allow company to balance environment, social and economic imperatives along
with fulfilling expectation of stakeholders. Luckman Park Hotel & Spa is a business that is also
contributing towards society by fulfilling its corporate social responsibilities. For this, business
leaders of Luckman Park Hotel & Spa ensure that there is no wastage of resources in company. It
also helps them for purpose of protecting natural resources and reducing cost of company. It also
allow company to be commit with their objectives and also contributing in economy and creating
employment opportunity. For this, business is providing sufficient wages to its customers that
allow them to fulfil its responsibility towards its employees. This organisation is also offering
good working condition to employees. Luckman Park Hotel & Spa is also ensuring cleanliness in
area near their hotel and also ensuring greenery near hotel area in order to attract more customers
that create positive impact over environment.
How CSR deliver benefit to Luckman Park Hotel & Spa
CSR provide various benefits to Luckman Park Hotel & Spa as it will improve image of
company in minds of its customers. It will also provide them opportunity in market and also
helps them for purpose of reducing operating cost of company. There are different ways in which
company can get benefits from CSR. These ways are mentioned below:
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Improve financial performance: CSR helps Luckman Park Hotel & Spa for purpose of
fulfilling its responsibility towards society and stakeholder (Ali, Danish and Asrar‐ul‐Haq,
2020). It will allow them to improve trust of customers over company and also helps them to
increase sales of its products and service in market.
Reduce operating cost: Luckman Park Hotel & Spa is adopting CSR which allow them to
protect natural resources and reducing wastage in organisation. It is important as it allow
managers of company to saves cost of these resources and efforts of employees in organisation.
Improve brand image: Luckman Park Hotel & Spa contribute for society and environment
(Sánchez‐Torné, Morán‐Álvarez and Pérez‐López, 2020). It allow company to improve image of
organisation in minds of customers and provide opportunity to attract more customers in
company.
Benefits to community: With adoption of CSR in business, Luckman Park Hotel & Spa can
serve to community members. Companies fulfilling its CSR through development of systematic
approach. They are also contributing to society and community by donative funds for social
development. It will improve image of company in minds of community members and allow
them to increase their marketing share.
Benefits to government: Government of a country is considered as important stakeholder of
business and it is responsibility of Luckman Park Hotel & Spa to contribute to government by
fulfilling tax on time and also creating employment opportunity (.Adnan, Hay and van Staden,
2018). These tax are further invested by government for community development. It allow
business to limiting interference of government in business and also allow them to operate in
market with any problem.
Benefits to civil society: Civil society also considered as stakeholder of business of Luckman
Park Hotel & Spa to fulfil their responsibility. It can be don through improving living standard of
people. It will create positive impact over image of company and also provide them opportunity
to access funds to these society.
Hospitality industry:Luckman Park Hotel & Spa is operating its business in hospitality industry
and it is important for them to fulfil its responsibility towards this industry (Matten and Moon,
2020). For this, business is introducing new service for its customers and also innovation that
helps other to improve this industry. It also allow this industry to be success and for this,
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business is also focus on people working in this industry by offering their sufficient wages,
providing good working environment and others.
4. 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 very effective for any business for promotion and development because it easily
attract customer attention towards your business. In today scenario people will use social media
in their daily life, so it will help organization to promote their business on social media, it
become best tool for advertisement (Bill, Feurer and Klarmann, 2020). If Luckman Park Hotel &
Spa post their business advertisement on social media then it become very impactful for
development of business and it also increase revenue of organization. There are many several
benefits of social media in business.
Increased Brand Awareness: Social media become more impactful for digital marketing to
increase your business in market now. In people life usage of social media is increased and social
media easily grab attention of people and this will help to increase brand awareness in market
through social media. If Luckman Park Hotel & Spa use social media to advertise their business
and it increased brand awareness of organization in market easily.
Improved Search Engine Rankings: If organization used social media more for advertisement
in market then it automatically increased search engine for Marriott London organization. If
people search hotels in London on google then google show Marriott London at top and this will
increase business and revenue of organization.
Improved Brand Loyalty: If organization have to improve brand loyalty in business market
then Marriott London have to satisfy their customer with their service which they offer and
create a bond with customer in market with organization (Chen, Davison and Ou, 2020). It will
improved brand loyalty of organization in market.
Risk Of Social Media In Business
Social Media is best place where management of an organization connect customers for their
business in market but sometime it become more risk for organization because of some unethical
activity or some bad review on social can destroy whole image Luckman Park Hotel & Spa
brand image in market. There are many risk which business have to face by social media.
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Loss of IP and Sensitive Data: Management of Luckman Park Hotel know that if they are
addressing their business on social media then it have risk someone hack IP address of
organization and misuse of personal data of a company and strategy will also leak in public
(Assensoh-Kodua, 2019).
Reputation Loss: If someone wrote a bad feedback for their service which they offer to
customer in market by Luckman Park Hotel & Spa then it will destroy reputation of business in
market and management of an organization have to face many problems in market and it face
difficulty to recreate their brand image in market.
Compliance Violation: This involve high risk of business in social media that communicating
data and information that break there laws and regulation and it directly impact on their trade
marks and copy rights of organization (Li, He and Zhang, 2020). Luckman Park Hotel & Spa
management 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: Risk present in business create various negative impact over
operation of company. It can create threat for company which can leak important information of
company to its competitors. It also create threat for image of company as customers will afraid of
sharing personal information to customers. It is also reduce marketing opportunity of business in
market and also does not allow business to expand its operation in market.
Strategies to minimise risk:
Provide training to staff: In order to reduce threat of using social media in business, it is
important for leaders of Luckman Park Hotel & Spa to provide proper training and development
to staff. It helps them to protect their data from third party access and also helps them to
effectively use social media tool for purpose of attainment of objectives of company.
Create social media policy: Business is also using social media for different purpose and in
order to use it in right manner and avoiding risk, it is important for company to develop policy
for social media (Bitiktas, and Tuna, 2020). It will helps business of Luckman Park Hotel & Spa
for purpose of protecting business from security threat. For this, business needs to make
guidelines, rules and also needs to control social media activities in business.
Implementing latest technology and update existing: in order to avoid threat of using social
media in business, it is important for leaders of Luckman Park Hotel & Spa to avoid threat of
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using social media in business. For this, they needs to update social media application to timely
basis which helps to avoid bugs and also helps them to improve technology used in business.
CONCLUSION
From above mentioned project report, it can be concluded that hospitality industry is one of
important industry that is contributing to economy by improve GDP of a country. There are
different types of leadership to be adopted by leaders of a company for purpose of influencing
team members for attainment of goals and objectives of company. All these leadership style has
their own advantage and disadvantage for company and should be chosen by leader wisely.
There are also different types of organisation responsibility to be fulfil by company for
economic, environment and social purpose. All these provide competitive advantage to company
and also helps them to capture more marketing share. CSR is also a emergin trend in hospitaliy
which allow company to fulfil their responsibility towards environment and members of society.
There are various benefit a person will get on basis of corporate social responsibility that allow
them to contribute towards community, industry government as well as society. Social media is a
tool which is used by different business for purpose of increasing awareness and also
understanding demand of customers. It provide different benefits but at same time, it also
increase threat for business.
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