Emerging Trends in the Hospitality Industry

This report discusses the leadership practice and structure used in Savoy hotel, the selection and types of leadership style, with responsibilities to lead corporate leadership system to gain competitive advantage. It also elaborates on the benefits of corporate social responsibility and how it delivers benefits to the organization as well as to the wider community incorporating the hospitality industry, government, and civil society.

Emerging Trends in
the Hospitality
Industry

Contents
INTRODUCTION...........................................................................................................................1
Definition of Leadership..............................................................................................................1
What are the Leadership traits?....................................................................................................1
Explanation of different types of Leadership...............................................................................3
Your chosen organisation’s leadership styles..............................................................................3
Organisational Responsibilities:..................................................................................................4
Responsible Leadership:..............................................................................................................5
how CSR delivers benefits to
organisation as well as to the wider community incorporating
hospitality industry, government, and civil society.
......................................................................................................................................................6
Critically judge the benefits of social media and its related risks................................................8
How
these risks could affect your chosen organisation.......................................................................9
analyse
strategies for risk minimisation.................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Leadership is something that is very essential for being able to prepare and inspire others
toward goals. An much effective leadership is mainly based upon ideas which can be originally
based or taken from others. A leader is linked to performance as this result in good leadership
practice give good profits for an business. Same goes for hotel industry as in this report the
leadership practice and structure used in savoy hotel is used. As all the leadership structure is
discussed with reference what type of traits is used by the savoy hotel in UK (Kumar, 2020). In
this report discussion of, the selection and types of leadership style, with responsibilities to lead
corporate leadership system to gain competitive advantage. At last of this report corporate social
responsibilities benefits of savoy hotel is being elaborated. Finally judging the benefits of social
media and its risks with how theses risks can affect the chosen organisation with analysing risk
and strategies.
MAIN BODY
TASK
Definition of Leadership.
Leadership is defined by an individual ability to influence and keep motivation in others
to bring best result out of them. It mainly focuses in guiding and motivating an individual to add
more potential in to get effectiveness for an organisation. It is a process sometimes where an
individual influences and guide others towards goal of the organisation and helps in directing the
organisation to become more efficient and effective to achieve objectives (Hughes, 2018). The
qualities that an leader must possess are, they must have commitment towards tasks and duties
that are assigned to them, they must have ability to communicate well and to take responsibilities
for the task they are to be achieve, a leader must be honest and integrity toward their role, they
must be able to take right decisions and at the right time, last but not the least a leader must be
creative and able to innovate with much significantly have the ability to inspire their workers.
What are the Leadership traits?
Leadership is an art to motivate others and make them able to achieve goals. As per
savoy hotel uses leadership theories to develop there strategies and maintain management in their
hotel chains. As per numerous studies the leadership gave many theories in rise (Shereni, and
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Chambwe, 2020). These theories shows behaviours of leaders and how to use their abilities. The
theories are as follows:
Contingency theory: this theory strongly suggest that no one type of leadership style is
applicable in all types of team or manageable situation. There are different solution for other
variables in situation, as an good leader they must be able to choose the right decision and take
action. The savoy hotel uses this type of leadership to obtain right planning in their workforce
and hotel management (Bharwani, Mathews, and Ghura, 2019).
Situational leadership theory: In this theory it is suggested that no leader is superior than
others. All the leader have potential to take decision they must act as per judging the issue they
are facing. Savoy hotel can use this theory for better ethical practice.
Transformational leadership theory: this theory of leadership involves the relationship
between the leader and followers. Transformational leaders are basically inspired to show their
team members the importance of task and the benefit in performing it. Savoy can use this theory
for regular motivation of employees.
Transactional Theories: this theory is referred as theory that surrounds the role of supervising,
organising and team work. This leadership theory uses rewards to use recognition but
punishment as the basis of action. This is often used theory an this is used to motivate employees
by rewards.
Behavioural Theory: in this theory it is explained that a leaders traits and qualities are learned
by qualities and actions. This considers effective leadership can be acquired with learning and
acquired skills. It says that an individual can become a good leader by proper training. Savoy can
use this theory and develop leaders in their organisation by providing accurate training.
Great man leadership theory: this leadership theory is fully based on belief and assumption
that a leader can be born with qualities and does not need any training to be master in it. This
theory focuses charm, confidence , intellect, communication acquired from by birth.
Trait theory of leadership: This theory propose that some leaders are inherited with qualities
which make them good individual in leader. These traits are natural born as it appreciate qualities
like intelligence, accountability, sense of responsibility and creativity. The set back of this theory
is people who possess the qualities yet many never try out to get place of leadership.
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Explanation of different types of Leadership.
With different leadership styles the relation is important to connect with people and
communicate better with your team. By communication and with different behaviour types of
leadership your team knows what to expect and what not to expect, with understanding how to
achieve aim as the type of leader desires (Davahli, and et.al 2020). The 5 common types are:
Authoritarian Leadership: this leadership style allows a leader to expect and define outcomes.
This type of leaders believe in quick work rather than creativity. This method is used when the
team members need very clear guidelines. Advantage is that time spent to make decision is
reduced significantly.
Participative Leadership : this leadership theory is rooted in democracy. This involves team
members and other people while decision making process. By this team members feel engaged
and motivated as they contribute towards aim. Its advantage is they increase employee
motivation.
Delegative leadership: this leadership theory focuses in giving tasks to mostly team members
and being dependable on them. This can be successful if team members have potential and take
responsibilities to engage in individual work. This helps in increase competence (Shereni, 2020).
Transactional leadership: this leadership style is used between their followers and they use
methods of punishment and rewards to get the job done. The leader set clear goals for the tea, as
per performance they are being rewarded or any other action is taken.
Transformational Leadership: in transformational style the leaders inspires the followers and
their goal vision encourages people to achieve it with the leader desires. It helps in increase
turnover.
Your chosen organisation’s leadership styles.
The chosen organisation savoy hotel is a luxury hotel in city of west minister in central
London. It was first opened in 6th of august 1889. it was first luxury hotel opened in Britain
which includes lifts, bathrooms in most lavished furnished rooms. A notable leaders in the
hospitality industry, The Savoy has a honour for superior service and excellence. The Savoy
offers steady fast support and identification to colleagues, as well as having a very competitive
benefits design (Bharwani, Mathews, and Ghura, 2019). In the hospitality industry, the most
common leadership style which is followed is the autocratic style because of unpredictable
demands in the hospitality industry as sudden political, environmental and social factors can
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effect the demand of the hotel industry as example in covid pandemic the hotel industry was shut
down and people were using hospitality very less and same goes with other condition, in cases
autocratic leadership is best in which leader defines outcomes be quick with results (Sarkar, and
George, 2019). This creates some difficulties to adopt the participative leadership style as sudden
changes and shifting gives less time to use democratic means of discussion and leaders takes
quick decision, since there are deep and useful means of autocratic leadership style in hospitality
industry. Where as managers in the hospitality industry still can provide different motivators and
other facilities for employees that will improve their job satisfaction . Hence, leadership styles
are important tools to create motivated employees which in turn help to achieve organizational
objectives.
Organisational Responsibilities:
Organisational leadership is an approach towards management and leadership in which
an leader or different leaders help in making strategies for an business while continuously
motivating workforce to carry out objectives in order to achieve goals. An per savoy hotel
follows organisational responsibility the leaders must have following skills which are, must be
able to understand the mission of organisation and use of employee strength, creating a strategy
to continue with plan, innovation and creativity must be present to face challenges by the leaders
and many more. In leadership strategy the mission differs in private, public and third party
sectors as in private the goal is in order to grow the individual business where as in public sector
the interest is to allocate all such as one nation.
Strategic Responsibilities: To implement and responsible and many task an leader must use
strategy this tasks are referred to strategic responsibilities. These responsibilities are the
objectives that team must perform. As in Savoy hospitality industry the tasks are included like
setting organisation vision, setting aims and goals, planning and making regulation and policy
for the industry. In public, private and third party sector all needs good strategy planning and
vision to operate with motivation toward their goals. These strategies help in building ambition
for the sectors in long term and annual plans.
Economic Performance: The economic performance refers to firms success in giving benefits
for the owners by using innovation, technology and others effectively. Usually a good economic
performance refers to profit. The economic performance profit is connected with revenue and
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opportunities that cost all resources used by the business. As of Savoy hotel customers play huge
role in profits for the industry. As of public or private hotels are considered necessary for
economy development. As of to promote this development tax breaks, favourable leases or
assistance in financing or auditing is provided by central authorities.
Social Performance: Social performance is referred to how effectively and efficiently an
organisation achieves its mission in social standards to create value for people and objective to
reach. As of savoy hotel the social performance is maintained by the industry with preserving
and fostering health, respecting the morale and laws that are created for the hotel industry in UK,
respect the workforce culture and diversity, with savoy keep engaging in cultural and political
aspects of country.
Environmental Performance: an environmental performance is referred to the effects of
business and activities on the surrounding of natural environment, this is mainly related with
resource consumption of the industry, waste generation and carbon emissions. As of savoy is
more concern about the natural impacts and global warming and have been taken many
initiatives to protect the environment. It promotes awareness about the natural impacts and
practice the sustainable methods such as consuming fewer natural resources, less use of natural
gas and relying in reusable source of energy like solar power , this result in lower emission
(Hole, and Snehal, 2019).
Responsible Leadership:
Responsible leadership is considered in type of leaders who are are perfectly suit the role
and fulfil their duties by being, ethical towards work and be standard with moral in respecting
their team members and other stake holders. They are very responsible towards their roles as
they come forwards in accountability for the result and face the consequences of their actions
and behaviours. As relations to Savoy hotel the leader present in the hospitality industry which
are responsible must include skills such as being able to make informed decisions with
considering rules and regulations, showing morals and try to give a positive nature in group, they
make long term decisions and many more.
Direction: providing direction is a role of leader and it is his or her responsibility. A leaders
figure out what is needed and elaborate it in useful way with aligning the team to go after it to
achieve the objective. By this method all the members share same value and beliefs which
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integrate aim, values and strategies with contributing effectively in business. As of savoy hotel
gives leaders to direct people in the hotel group to function properly.
Engagement: engaging with the team members is very important as this creates leaders to have
an transparent environment with team. Discussion and active participation is conducted properly.
As through engagement the aim to focus in one single objective to achieve and allow members to
set the target and achieve it effectively. As in savoy hotel it helps in building motivation and rise
level of enthusiasm in team by leader in sharing responsibilities.
Alignment: through the help of alignment an leader uses to coordinate in action. By the
alignment everyone is cleared about their responsibilities and roles. The work of each individual
is assigned in well manner if it is in individual or group. In Savoy hotel industry due to
alignment used by leaders there is sense of coordination and synchronization which result in
effective process by the work force.
Renewal: Renewal refers to leader process in encouraging learning and changing like using
welcoming culture and acceptance of people from different culture. This is effective in work
force implementation as in Savoy hotel this leadership quality result in effective coordination
with sharing information, taking decisions, and giving activities to team in reaching goal. With
renewal of employee values increases. This can be used in private, public or third party sector as
this result in acquiring information and learning.
how CSR delivers benefits to
organisation as well as to the wider community incorporating
hospitality industry, government, and civil society.
Corporate social responsibility is a self concept model in business that a company uses to
be culturally answerable an take accountability on itself, stakeholder of the business and the
public affiliated with it. Through the practice of corporate social responsibility companies will
become sensible about the different effects and impacts it is doing on society which can be
considered with economic, social and environmental factors. To an organisation get involved
with Corporate social activities shows that a business organization is focused in society changes.
the firm is centred on developing society in an enhanced way and the environment will not be
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effected negatively(Verma, Shukla, and Sharma, 2021). The concept of corporate social
responsibility is developed from understanding the company should concern about investors and
customers but with its employees. The hospitality industry is given its large mark in employment
and using the natural resources such as food, water, and energy. The corporate social
responsibilities includes the attempt to reduce waste in restaurants, fuel efficiency in airlines,
water and energy saving in hotels. The corporate social responsibilities activities is not limited to
environment, the industry takes social issues and hotel companies have using CSR for
community development, encouraging different work culture in the work force and progressing
employment practices. As in savoy there are practice of corporate social responsibilities like the
hotel present in UK. As the increasing demand of hotel industry in UK it has been reported that
the hotel is practising good environmental practices to practice CSR activities like they are
sourcing locally made ingredients. The long term term of the hotel industry is to become one of
the most sustainable luxury hotel established in London and England. As the hotel was first
luxury hotel established in state to give superior services to people with considered the first ever
hotel to start food waste recycling programme to promote sustainable source of CSR activities.
They started using natural made corks for wine bottles with they used shredded material for
gardening of schools. The staff of savoy is also practically aware of corporate social activities as
they take part in annual cleaning of river Thames present in London the used to pick litter and
other waste material to help in keeping the river clean. The benefits which are being provided to
hospitality industry are as follows.
It build trustworthiness: the consumer wants to engage with brands who support and engages
with activities that improve society.
it enhances positive relation ship: as the company will build trust it will result in building sense
of community in it customers. This lead to healthier consumer and company relation ship.
Sustainability: this is one of the most long term beneficial for business as by corporate helps
companies to become more concerned about environment.
increase in profit: a result of CSR activities the consumer are willing to pay more for products
and use services who are engaged with CSR activities.
Hospitality industry: the corporate social responsibilities in is done to engage in more oriented
practice and be more e co friendly. Corporate social responsibilities is important tin hospitality
industry as it help sin encouraging organisations to do well in society and prepare further
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benefits for a business aspect. This result on positive show case of brand and gain society
respect. As for social benefits the company gets Engagement with community and authorities
that are present in location. Gains good notoriety of business, as many consumers will become
environmentally conscious (Chiang, 2020).
Government: the corporate social responsibilities is not only limited to companies or firms but
also practised by the government authorities and government bodies that are present. They take
action according to it and function as per the benefit of an nation or public. The government
methods of promoting CSR is different as they require interest for all. The government includes
activities such as such as promotion of gender equality, empowering women in every aspect of
society, promoting education for everyone, removing hunger and poverty also malnutrition,
preserving natural resources, and many more.
Civil society: Civil society is important for an society to develop an use CSR activities without
intention of profit. They are an crucial source of data for public and government organisation.
They occupy in support and offer alternative policies for government, the private sector, and
third party organisation in support of CSR. They regulate and monitor government policies and
laws related to CSR and actions is responsible government accountable.
Critically judge the benefits of social media and its related risks
Social media plays important role in achievement of goals and targets in effective
manner. It cut down the excessive marketing cost which is involved in traditional marketing
because of online promotion through various platforms (Dolan and et.al., 2019). It helps in
maintaining interaction , coordination and communication with different organisation and
individuals so that businesses can smoothly run their operations. Hotel Savoy uses social media
in order to expand their presence in the overall world (Chandran, and Abukhalifeh, 2021).
Various benefits of social media can be discussed below:
 Reach large audience: In modern world, most of the organisation uses social media
platform to promote their products and services (Enke and Borchers, 2021). Social media
provides advantages to Savoy by covering the large number of population in lesser time
frame. Hotel can upload post and contents on social media platforms which can be seen
by their targeted customers in effective manner.
 Maintain connection with customers: Social media platform create connectivity which
help in interaction and communication with the targeted audience. Savoy hotel provided a
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section for customers where they can drop their suggestions, reviews and feedbacks. This
help them in maintaining the better understanding and relation with the customers.
Further this will help them in generating higher revenues with lesser manual efforts.
 Build brand image: Use of social media can help organisations in establishing the brand
image around the globe. Savoy hotel can use various platforms so that they can showcase
organic content to larger number of population. Regular pop up of advertisement on the
feed of people create great impact about the hotel. This can create the brand image in the
mind of targeted customers which results in increase of sales.
Risks of social media
Social media should be used in appropriate because it involves various risk along with the
benefits. Savoy hotel keep track on these risk so that it can not affect their operations. These
risks can be discussed below:
 Legal risk: Organisations should post content which could not harm the society. Legal
guidelines such as FCA social media guidance should be followed by Savoy hotel in
order to eliminate the risk of negative activities (Dolan and et.al., 2019). They should
post content in ethical manner which can not disturb the sentiment of society.
 Customer service risk: Social media can be negatively used by customers because they
can write inappropriate reviews and feedbacks which can harm the brand image of the
Savoy hotel. Some of the customers dis grade the organisation because of personal
frustration or due to lack of knowledge. This can reduces the profitability of hotel which
affect the overall operations of the hotel.
 Loss of sensitive data: Confidential data can be accessed by unauthorised persons or
hackers through social media. There can be chances of human errors and thefts which can
leak the private data and information. Savoy hotel can face issues of inappropriate release
of data which harm the profitability of the hotel. It can also results in negative exposure
of company which is unwanted by the organisation.
How
these risks could affect your chosen organisation.
Social media is in rising trend of business and organisation to be successful as it is an
cheapest source of marketing for an organisation. It is as efficient category for an communication
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as they most of people is shifted towards it and business use it to interact. The risks which can be
faced by business in Savoy Hotel are neglecting in creating an proper strategy and approaching
social media. Not spreading efforts and resources, failing to train employees regarding the social
media awareness, remaining victim towards attacks or spams.
Legal risk: this is a risk for savoy hotel as this can result in negative impact to people by hurting
their feeling by the organisational intentions. They should not show their political belief which
can effect society badly.
Customer service risk: as because of social media consumer can show their intentions in the
public feed, it can effect the organisation negatively as this will bring down brand name of savoy
hotel if some fake reviews is posted or showed to people.
analyse
strategies for risk minimisation
Audit your Social Assets: The risk associated with social media can be minimised by embracing
social media. The go through can help in auditing the social media assets like main company
web page and its connectors. Company blogs, Instagram pages, Facebook pages and twitter
handles. By reviewing and assessing the gaps negativity can be reduced.
Training – The Key to Empowerment: As the size of organisation of Savoy hotel it is
necessity to provide training as the benefit will not be implemented if they are not trained and
empowered. It is critical to train and make aware of the social media implications.
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CONCLUSION
From the above report, it has been concluded that leadership is necessary practice to be
done in an organisation, this is highly effective in hospitality industry and result in high economy
boost form any kind of organisation. In this report it has been concluded that leadership is art to
motivate and inspire people to achieve goals and objectives. The seven traits of leadership is
been discussed in this report which shows leaders are of different types and they need to adopt as
per how the consequences is faced by the leader. As in this report the best trait is discussed for
the organisation which is being selected. Further in this report Organisational Responsibilities
and Responsible Leadership is discussed with examples. An Critical examination in CSR
(Corporate Social Responsibility) importance is done on the selected organisation. At last of this
report the benefits of social media for the organisation and its risks is learned with risks involved
can affect organisation with
strategies for minimising the risk.
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REFERENCES
Books and Journals:
Hughes, 2018. The changing tourism and hospitality context: Implications for human resource
management in an age of disruption and growth. In Handbook of human resource
management in the tourism and hospitality industries. Edward Elgar Publishing.
Shereni, and Chambwe, 2020. Hospitality big data analytics in developing countries. Journal of
Quality Assurance in Hospitality & Tourism, 21(3), pp.361-369.
Bharwani, Mathews, and Ghura, 2019. Business model innovation in the Indian hospitality
industry: A study of the willingness to outsource specialty restaurants in luxury
hotels. Worldwide Hospitality and Tourism Themes.
Davahli, and et.al 2020. The hospitality industry in the face of the COVID-19 pandemic: Current
topics and research methods. International Journal of Environmental Research and
Public Health, 17(20), p.7366.
Shereni, 2020. The role of technical and vocational education and training (TVET) in restoring
hospitality sector specific skills in Zimbabwe: a students’ perspective. Journal of
Hospitality & Tourism Education, 32(3), pp.133-141.
Kumar, 2020. Indian tourism industry and COVID-19: present scenario. Journal of Tourism and
Hospitality Education, 10, pp.179-185.
Bharwani, Mathews, and Ghura, 2019. Business model innovation in the Indian hospitality
industry: A study of the willingness to outsource specialty restaurants in luxury
hotels. Worldwide Hospitality and Tourism Themes.
Sarkar, and George, 2019. Patterns of tourism and hospitality education in India and Malaysia: A
critical reflection. In Tourism education and Asia (pp. 227-242). Springer, Singapore.
Verma, Shukla, and Sharma, 2021. Convergence of IOT in Tourism Industry: A Pragmatic
Analysis. In Journal of Physics: Conference Series (Vol. 1714, No. 1, p. 012037). IOP
Publishing.
Hole, and Snehal, 2019. Challenges and solutions to the development of the tourism and
hospitality industry in India. African Journal of Hospitality, Tourism and Leisure, 8(3),
pp.1-11.
Chiang, 2020. Developing an eMarketing model for tourism and hospitality: a keyword
analysis. International Journal of Contemporary Hospitality Management.
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Chandran, and Abukhalifeh, 2021. Systematic literature review of research on work-life balance
in hospitality industry since millennium. Rev. Integr. Bus. Econ. Res, 10, pp.14-33.
Dolan and et.al., 2019. Social media engagement behavior: A framework for engaging customers
through social media content. European Journal of Marketing.
Enke, and Borchers, 2021. Social media influencers in strategic communication: A conceptual
framework for strategic social media influencer communication. In Social Media
Influencers in Strategic Communication (pp. 7-23). Routledge.
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