Emerging Trends in the Hospitality Industry

This report discusses emerging trends in the hospitality industry, with a focus on Accor hotel. It evaluates appropriate leadership styles, organisational responsibility, responsible leadership, CSR, and social media risks. The report provides critical analysis and benefits of these trends to the company and the broader community.

Emerging trends in
hospitality industry

Contents
Introduction ..........................................................................................................................................3
Evaluation of appropriate leadership styles with its justification in selecting of leadership styles....3
Critically assessing how organisational responsibility and responsible leadership leads to corporate
leadership systems to facilitate competitive advantage....................................................................5
Critically analysis how CSR evaluates advantages to selected company as well as to the broad
community incorporating service industry, government, and civil society........................................7
Critically judge the benefits of social media and its related risks. How these risks could affect your
chosen company and analyse strategies for risk reducing................................................................9
CONCLUSION .....................................................................................................................................12
References:..........................................................................................................................................13

Introduction
The service sector defines industry which is relaible for offering primarily food
services and accommodations in places such as hotel, resorts, conference centres, themes and
amusement park. This is industry is vast category of fields within service industry which
involves lodging food and drink services, event planning, travel and tourism, hotels and bars.
The industry provides an enjoyable experience for all who participates along with warm and
welcoming atmosphere. The hospitality industry is large sector which offers customer an
enjoyable experience along with includes economic activities that contributes directly or
indirectly by depending upon travel & tourism (Anlesinya, and et.al., 2019). This provides
services to customer which have focus on customer satisfaction and offers specific
experiences. For the report Accor hotel is been considered which is French multinational
hospitality company that owns, manages and franchise hotels, resorts and vacation properties.
In Europe it is largest hospitality industry which is established in 1967 serving to worldwide
area. It operates in 5300 locations in over 110 countries. In the report it discusses leadership
styles in organisation along with evaluates organisation responsibility and responsible
leadership that leads to corporate leadership system in order to have competitive advantage.
Moreover, there is an assessment of corporate social responsibility (CSR), which gives
benefits to the company and the wider community, as well as the benefits of social media and
their threats, and how they are affecting the organisation and risk mitigation methods.
Evaluation of appropriate leadership styles with its justification in selecting of
leadership styles.
The leadership defines to procedure in which the person influences others for
accomplishing objectives and directs organisation in way that makes it cohesive and
coherent. In the leadership clear vision is established which is shared with others in order to
follow willingly. It helps in social influencing so that efforts of others can be maximised
towards the achievement of goal. It is a capacity of individual which motivates and guide
followers or others members of company. In hospitality leadership the purpose is to meet and
exceed guests needs as business leaders that focuses on exceptional customer services for
facilitating guest satisfaction, excellent word-of mouth advertisement through reviews and
social media (Bodolica, and et.al., 2019). The leadership function is important for the
management in directing resources of organisation so that efficiency is improved and goals
are accomplished. Effective organisational leaders provide clarity of purpose, motivate, and

direct the organisation to achieve its mission. The leadership attributes identify personal
qualities that aid in the identification of good leaders who can motivate others, provide
guidance, boost morale, and improve the working environment. People-oriented, confident,
accountable, responsible, good communicators, integrity, learning agility, empathy, and other
traits and talents are essential to becoming an effective leader.
The different leadership style refers features and behaviour of leader while providing
direction, motivation, guiding and people managing. This is a description of how a person
acts when in charge of a group. It is regarded as a crucial component in delivering enticing
features to managers in the Accor hospitality business (Botha, E., 2018). Leadership styles
are established via education, training, and experience. The following are the numerous
leadership styles:
 Authoritarian leadership style- This style has emphasis on both command by leader
and followers of control as it is also known as autocratic leadership style.
Independently the decision is made by leaders in this style without concerning with
others members. The use of this stye is for offering clear guidelines to members and
focuses on chain of command so that efficiently task can be complete (Gutiérrez-
Martínez, and Duhamel, 2019). When there is less time for making any group
decision and in group members leaders is having knowledge then this style is used in
framework to Accor hotel. It is also used in situation of emergency where decision
and immediate plans have to made by company.
 Participative leadership style- This style to group members offers guidance and
involves participation and inputs from other group members which is also known as
democratic style of leadership. The subordinates are involved in decision in order to
improve employee’s morale. In setting plan and morale, the members of Accor Hilton
are actively involved and encouraged to share ideas & opinions, creativity & reward.
This style is excellent for Accor when it wants to diversify and expand its hotel
portfolio while also providing more amenities, services, and so on.
 Delegative leadership style- This leadership style is also referred to as laissez-faire
leadership because it is the least successful. The members do not function well
together and are unable to work independently. In this model, the leader provides little
or no guidance to the Accor hotel group members, and decision-making authority is
delegated to them. As a result, group members' productivity suffers. Members are

allowed complete freedom to experiment with new ideas and techniques. Members
are free to plan, organise, and develop their own strategies to achieve the
organization's goals, as long as they follow the regulations and procedures. This
design is appropriate when a hotel needs more developed creativity and advanced
technology in order to provide superior services.
Based on the above, the most appropriate leadership style for Accor is democratic
leadership, which incorporates group members into the decision-making process. This
stimulates brainstorming, and the leader receives a wide range of ideas from the other
members of the group, resulting in innovation, problem solving, and creative solutions
(Kamble, and et.al., 2018). Because it allows employees to freely communicate their views
and opinions on a variety of decisions, this style will aid Accor in attracting more consumers
and increasing profits. By increasing employee engagement in the Accor hotel framework,
this will improve job satisfaction and team knowledge, resulting in increased staff
productivity. At Accor, a strong team may be developed by collaborating on a given task.
Critically assessing how organisational responsibility and responsible leadership leads
to corporate leadership systems to facilitate competitive advantage.
Organisational responsibility
The ethical behaviour of an organisation while doing or running its business is defined as
organisational responsibility. Corporate social responsibility is another term for it. This aids
in explaining organisational actions and policies by taking into account the expectations of
stakeholders and the triple bottom line of economic, social, and environmental performance.
In order to perform well, businesses must take on certain duties (Lee, M., 2021). In the
context of Accor, the organisation has some obligations in the following areas to gain a
competitive advantage: forecasting the future in terms of changing environmental conditions,
demand, and consumer perceptions. In terms of traits and attributes, the organisation is
responsible for training and development of both management and the workforce.
It is also in responsibility of investment in areas such as product development, quality
improvement, manufacturing and service technology, and so on. To guarantee that the
company runs smoothly, it uses a balanced approach and follows a structured model. The
organization's responsibility is critical in creating defined roles and responsibilities that
simplify the hiring process. This encourages Accor employees to be more productive and
focused at work. By reducing misunderstandings and redundancies, the responsibility helps to

improve operational efficiency. The strategic responsibility management model is a valuable
paradigm that may be extrapolated, adapted, and labelled as such this approach aids in
evaluating which activities the organisation may devote resources in order to be more socially
responsible as well as which activities can increase their competitive advantage. Several
organisation responsibilities are followed by manager of Accor hotel-
 Social performance- It refers to activities that are carried out in partnership with
other entities or on their own initiative and have a good impact on society. In the case
of Accor, maintaining workplace hygiene and having a beneficial impact on people's
health is helping in fulfilling its social obligation (Marasco, and et.al., 2018).
Subordinates are expected to respect the individual spirit, and it is critical for the
organisation to observe and comply with all laws and regulations in order to improve
Accor image in the minds of the public. Because there may be an impact on people's
cultural values, the hotel is socially responsible for respecting customers and their
cultural heritage.
 Economic performance- In order to achieve the hotel's short-and long-term goals,
the organisation has a number of obligations. By assisting managers, this organisation
also hopes to increase profitability, productivity, and efficiency. The Accor hotel aids
in the improvement of the manufacturing process as well as hotel products and
services. It is also responsible for creating a large number of job possibilities as well
as wealth for various organisation of investors and owners. The suppliers provide
high-quality raw materials that assist the company in improving its economic
performance and gaining a competitive advantage, and the Accor manager expects
suppliers to be respected.
 Environmental performance- The Accor hotel is also expected to fulfil certain
environmental responsibilities. Natural resources are not affected by the hotel
environment while conducting business. In order to have a positive impact on the
external environment, the management of the Accor hotel maintains a clean and
hygienic workplace by not releasing effluents (Mooney, S., 2018).
Responsible leadership
The term "responsible leadership" refers to making long-term business decisions that
take into account the interests of all stakeholders, including shareholders, employees,
suppliers, the community, and the environment. Some soft skills and personality attributes,

like honesty, open-mindedness, integrity, and respect for others, are required to become a
responsible leader. Responsible leadership has the ability to make ethical decisions based on
established norms and rules (Mudiyanselage, N.C.S.R., 2018). In the case of Accor,
responsible leaders are required to assist in the creation of cultural change or to supplement
forced leadership with transformational leadership. Responsible leadership can be examined
both internally and externally. The internal dimension is concerned with the leader-employee
interaction. The company's managers' actions have a considerable impact on the ethicality of
employee decisions. The external dimension is concerned with the company's relationships
with external stakeholders. In order to achieve corporate success in the Accor hospitality
industry, the leadership role plays an important role in building public trust and providing
value for stakeholders. Leadership entails the use of authority to achieve common goals by
allowing people to work together to achieve results they could not achieve alone. Accor
hotels might use CLD's paradigm for responsible leadership. Responsible leadership consists
of the following elements:
 Direction- In this individual are given direction in order to achieve common goals
and values. The Accor hotel's team members have a shared awareness of the team's
agenda, goals, and beliefs, as well as overarching objectives, and how they contribute
to business units and hotel values.
 Engagement- The hotel's leaders are energising other people's drives and identities.
The Accor Hotel's leader motivates the organization's human resources to share the
organization's duties in action by encouraging team members to commit to the
organization's aims (Papathanassis, A., 2021).
 Alignment- Within the Accor Hotel, the agreements and activities are well
coordinated, and the hotel's executives have developed well-defined and clear
boundaries, as well as awareness of roles and tasks, as well as interdependence among
the many teams.
 Renewal- The Accor Hotel's leaders are encouraging the company's learning and
change processes. It also analyses how well the organization's ideas, goals, and
objectives are reflected in its activities, choices, and information.
Critically analysis how CSR evaluates advantages to selected company as well as to the
broad community incorporating service industry, government, and civil society.
it is a management concept whereby organisation integrate social and environmental
concerns in their firms operations and action with their investors. CSR is basically analyses

as being the way through which a company achieves a balance of economic, environmental
and social instant, while at the similar time addressing the assumpations of investors and
stakeholders. In this sense it is crucial to draw a distinction between CSR, which can be a
strategic business management concept, and charity, relationships or financial aid. Often, via
the latter can also make a valuable assist to expolitation reduction, will straightly growth the
reflection of a organization and strengthen its brand, the concept of CSR clearly goes beyond
that. Advance the uptake of CSR among company needed conceptualization that fit the
several needs and ability of these company and do not harmful impact their economic
property.
its CSR system on the theory, which has helps to be a successful instruments
for hotel in the improving nations to help them in reaching social and surrounding standards
without compromising their rivalry . The approach is used as a framework for measuring and
reporting corporate performance against economic, social and environmental performance. It
is an effort to adjust private undertaking to the goal of property global improvement by
giving them with a more all-embracing set of working impersonal than just profit alone. The
position taken is that for an organization to be sustainable, it must be financially secure,
minimize or ideally destroy its negative environmental impacts and act in cooperation with
social outlook (Gottfried, and Shearer, 2019)
1. Motivation professional and personal growth - When companies have a culture of
corporate social responsibility, they can easily promote volunteerism to their
employees and encourage them to donate to nonprofits. Workers are more likely to
become individually, high thinking order minded if accor hotels motivates that
behavior. During , employees know that their employer is promised to improving their
local and global nations. They will then feel more deducted to be operative and
innovative on their own. Consequently, employees are able to expertise and
personally develop as a result of corporate social responsibility.
2. It grows positive relationships - As the company builds public trust, it also builds
a sense of community among its consumers. Even though communities aren’t directly
connected to the company by its CSR, they may end up being proud of it. Thus, CSR
can lead to a much healthier company-consumer relationship. For instance, , it also
influences and supports the staffs. When corporations reduces organizational
behaviors or are doing good for society, they are more likely to provide employees
with a positive workplace environment.

3. Improved bottom line financials - When you’re trying to win buy-in from
leadership for accor hotel CSR program, it often reaches to financial s. capitalist want
to know if this project will see a positive rate of involvements . Whereas, certain
numbers are a little long run to get to, digital CSR and property practices have
affirmative effected business bottom-line.
4. Increased customer engagement - every popular advantages concern gets from
presenting company csr practices, it can be easy to overlook its reason for being in the
initial location. it provides people the attention and the platform they required to
create a difference in local and world wide communities. Companies are often
gathering of like-minded, skilled people operating towards a wide scope. If company
can find a CSR program that’s in line with the organizational beliefs, the business
really has the chance to make a syastematic positive effect.
5. Presents press opportunity - effective CSR can get excellent press. If your
organization is ever struggling to add online popularity and press involvement ,
company CSR participation can be accor hotel route to market place. Creating a CSR
program that gets company noticed will see a popular increment in organization brand
awareness and total online brand affinity.
Critically judge the benefits of social media and its related risks. How these risks could
affect your chosen company and analyse strategies for risk reducing.
Digital site is an online platform that people utilize to make social networks or
social connections with other people who share similar individual or career involvements ,
activities, backgrounds or real life relation. Social media keeps people consonantly engaged
and accumulates everyone in some trending activity. People have implemented social media
so strongly that it has now become an integral part of our lives. It is being used not only by
individuals but also by businesses, organizations, and governments, who are using social
media platforms for continuous engagement with the public. However, there is information
from various studies that suggest that increased use of smartphones and social media leads to
mental distress, self-harming behavior, and self-destructive disposition between youth.
Advantages of social media -
Here are some factors that reflects the benefits of applying social media in business -
 Increasing brand truthiness or force - As competition increases, social media and
digital marketing are the best tools to reach out to a broader audience. It can assist in

connecting audiences to a base content and keep them occupied over time. This is also
true for user brands that want to keep their core visitors engaged. This has incredible
outcomes over time, with a concern focus on institution image. This means that every
message being put out on social media should be for complaisance and scheme . for
instance, there must be a strategic focus on the conveying being designed . In regards
to engage users effectively, it’s necessarily to be authentic and mindful on the stage .
The wrong content can also go viral on social media.
 Reducing the cost of acquiring and standard - There is a stronger relation between
engagement and lower value . This is due to the moving of the consumer across the
acquisition journey. Users are more engaged when the content is presenting in a
connected manner, with a stronger concentration on ownership alteration. When
customers are a portion of the gathering, there is a relation along with what the
company offers and what the customer needs. This aids in marketplace investigation,
selection, experiment out new collection and presenting new creation.
 Building digital brand equity - the affirmative personalty of social media have
permitted brands to being digital leaders. They’re creativity on how they’re capable to
carry out to users , and they’re engaging with them on a new level . making digital
brand equity has become the another chapter in the long standing game of brand and
selling . the content of social media must always be to raised brand consciousness and
appointment. Whenever, sellers that take a merging influence of genuineness and
contenting are capable to unrestricted the full positive impact of digital media.
Disadvantages of social media -
Here are some negative effects of the social media that effect the business in the immerse
revenue. Employees are also addicted to social media platforms and become more dependent
on the activities in that practical world. Social media has both positive and negative effects on
business.
 Reduces Employee Productivity - Social media are communicative platforms where
workers passes most of their crucial time during work hours and exploiting a lot of
time such sites rather than concentrating on their regular office activities. Workers
killing time on social media just as pictures or video posting, browsing and upgrading
their websites page, this will break down their process in the long run. thus, reduce the
workers operations and their effects is the in positive impact.

 Increased Risk of Cyber Threat - One of the prime effect of social media on hotel
industry is the capable of the organization system being seen to internet threat such as
clouds . internet hackers can used malware via social media stages which can be very
insecure for business and capable waste organization’s systems or computers.
 Reduces Confidentiality and Image of the Company - There has a possibility of
reduces the variability of the concern , bring down privacy and pictures of the firm
when worker impressively carelessly utilization of social media internet site. Certain
workers post accor hotels delicate data on social media websites that will end up
breaking the status of the company and responsibility. Innovation often needed
intense concentrate or a linking clear, relaxed brain. Social media gets in the methods
of both. If company looking for a innovative solution to a issues, try going for a walk,
meditating, or even discussing the problem with a friend. All of these will gives
improved results than having to social media.
 Deficiency of Privacy - social media internet site saving and marketing company
individuals data and the complete mess including unreserved governing bodies
acquired of interpersonal data, considering email, Skype calls, and many more, it’s
very clear that privacy and the internet don’t mix well. mangers are taking to social
media to response capable selects data. Downloading all and every via could tends
them to improves a negative perception, causing firm to lose out on chances (Bhatia,
and Makkar, 2019)
Here are some measures that is used to cope up from the negative effects of the
company -
1. Taking break from social media applications in order to have a mental peace in work
place.
2. Making an interacting holds company focused on company objectives for the account.
It could save the social examination that ecological happens when concern go on
ethnic media.
3. Utilization social media as a way to program face-to-face events. Rather it's in
individuals or over a video chat, company tend to have more impacting relation via
face-to-face connection.
CONCLUSION
It is terminated from above report that leadership and management is the different
abilities, yet be the same when improving an organization. It is nothing if it does not create

system based management construction and administration would have no support without
the actions of leaders as the heart of ideals. Leading is the quality to attract respective to
create them want to attain the goals of the group the significance of leading. It is the
perceptions. it is operating to specify the efforts of employees towards attaining the
objectives set. It is stated in above report the concept of leadership and leadership trait and its
organizational responsibility and responsibility leadership. Further it will explained CSR
responsibility and its benefits in relation of the hotel industry. In last it will describe the
social media and its pros and cons.

References:
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