Emerging Trends in the Hospitality Industry

This report discusses the emerging trends in the hospitality industry, with a focus on the Standard London hotel. It covers different leadership styles and their suitability for the hotel, the benefits of corporate social responsibility, and the impact of social media on the hotel industry. The report also highlights the importance of responsible leadership and organisational responsibility in facilitating competitive advantage. Subject: Hospitality Industry. Course Code: N/A. Course Name: N/A. College/University: N/A.

Emerging Trends in the
Hospitality Industry

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Critically analyse the leadership styles for the organisation along with justification.............3
How organisational responsibility and responsible leadership leads to corporate leadership
systems to facilitate competitive advantage-...............................................................................5
How Corporate Social Responsibility (CSR) delivers benefits to the organisation-...................7
The benefits of social media and its related risks as well as the impacts of the social media and
its strategies to minimise the risk-...............................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and journals....................................................................................................................13

INTRODUCTION
Hospitality industry is one of the fastest growing sector, this industry contributes and actively
participate in the betterment of the UK’s economy. Businesses in hospitality may include hotel,
restaurant, resort and spa, this industry have its own emerging trend which keep changing
according to the change in social demand of consumer. This study is based on the standard
London, this hotel is located in the heart of London and fall under five-star luxurious hotel
category (Zopiatis and Theocharous, 2018). This report will discuss different types of leadership
style that suit best for the hotel and allow them to gain internal stability, style may include
transformation or transaction or other. Later this report will discuss impact on organizational
responsibility and leadership that allow hotel to adopt corporate leadership and gain competitive
advantage in highly competitive market. Later this report has discussed corporate social
responsibility of business to service wider community and drive benefit from it. At last this
report will discuss benefit of social media and its related risk that can impact hotel and their
performance and this report will also highlight risk mitigation strategies to overcome impact or
to avoid getting hit by these impact due to social media and its related risk.
Company Overview:
The first Standard Hotel is housed in the former Camden Town Hall Annex in the London. The
standard hotel is the part of the Standard International as it is the NYC based hospitality
company and it has the 16 hotels as well as the food and beverage properties in all over the
world. The standard Hotel of the London was opened on July 11 and this hotel is known for its
18 stories with having the large windows which look onto Lower Manhattan, The High Lane and
the Hudson River. So, this hotel is known for its attractive views.
MAIN BODY
1. Critically analyse the leadership styles for the organisation along with justification
Leadership plays a significant role for the organisation it makes the goals and objectives
achievable. Many organisations have found to focus on specific leadership style which aims to
improvise their work culture, in such leaders have the great responsibility to motivate and lead
the team towards best utilisation of the resources. As for the hospitality firm it is important to
have all things in proper alignment which can be done with proper leadership. There are kind of
leadership style which the businesses prefer according to their work demand (Vuković and et.al

2018). As in democratic leadership style which is also termed as participative leadership where
all the team members are equally get the chance to be a part of decision making process. Thus
for the standard London hotel if they go with this leadership style there will be surety of
employee retention as employee will feel satisfied an worth for their organisational business. But
it is also found this for the hospitality operational efficiency matters the most, thus if they
proceed with democratic style they often have to face reduction in efficiency also they will be
lack in accountability for the problems. Other leadership style can be autocratic which is mainly
characterised by the individual where the major decision come out from one’s perspective in
such less or little contribution of team have been found in decision making process. An
autocratic leader makes the decision by using their knowledge and skills and introduce best
solution to address any problems. Therefore, for the standard London hotel, it is mainly seen that
hospitality industry is dynamic where the constant changes have been easily found, in such
autocratic style is beneficial, in such situation autocratic leader can easily make the team to adapt
the change and move forwards towards organisational goals.
Transformational leadership style which describe as effective style in which the leader
motivates and inspires their employees to give out their best to any task for optimum results. In
such leaders lead the team to move forwards and develop the change which guides the firm to
grow and also shape the future success for the organisation. As for the Standard London hotel
with this leadership style they can easily proceed to streamline their functionalities for better
outcomes (Schwepker Jrs and Dimitriou, 2021). But it is also found that such leadership built
extra pressure over employees that affects the working approach of employees. Therefore, for the
Standard London hotel autocratic leadership style is suitable as it will help them to lay out their
task with greater efficiency and as well as help in delivering the rapid and qualitative services to
their customers. As the hospitality industry is demanding and there is always unpredictable
demand has been found, for the Standard London autocratic leadership is beneficial for make out
the best decision and also helpful in making the organisational structure efficient. Thus with this
firm can easily create the positive work place environment where autocratic leader can influence
the team to adapt the change and to give better opportunities for innovation and profitability
result.

Autocratic leadership style is much beneficial for the Standards Hotel as this will help
them in making the decisions faster as this is considered as the most significant benefit of the
autocratic leadership. The decisions making process of the organisation is much necessary for
achei9ving the goals. The Standard Hotel’s leader using the autocratic leadership will help them
to in attaining the goals of the organisation. This also helps in better or effective communication
in the organisation as this provides the systematic process of the transferring the information
from the one person to another. The leaders using the autocratic leadership style encourages the
own way of the communication for the elimination of the problem. The Standard Hotel’s leader
helps in providing the clarity of the job roles and the pattern of the work to the employees (Van
Wart and et.al., 2019).
They helps in providing the direction towards the common goal of the organisation as this
will help them in achieving these effectively. When the leaders have the ability of sharing the
quick information as well as taking the decisions quick as this will help them to boost the
productivity of the organisation. The employees does not have to wait for the decisions for the
long time as in this leadership style, the leader takes the quick decisions. The leader of the
Standard Hotel also uses this leadership style as this helps them in taking the quick decisions
which leads to boosts or increase the productivity level of the overall organisation (Bush, Bell
and Middlewood, 2019). The quick decision when taken by the leaders have the positive impacts
on the employees and hence there performance is increased.
This leadership style helps in reducing the stress of the employees as they have the definite
set of the rules and the regulation to be followed by the employees as this keeps them in
discipline and the work is done in systematic way. The Standard Hotel leader is using this type of
the leadership style so it has many benefits to the employees as well as to the overall
organisation because the effective leadership and its qualities helps in leading to he successful
company.
How organisational responsibility and responsible leadership leads to corporate leadership
systems to facilitate competitive advantage-
Leadership is very important for the organisations as it helps in providing the competitive
advantage to the organisation which leads to the successful business. The leaders having the
good qualities has the ability of maintaining the good corporate leadership systems in the
organisation. The leaders play the vital role in achieving as well driving the performance of the

employees by consistently motivating them by the giving them the compensation as well as the
rewards for the hard work and the efforts they are making for achieving the goals and objectives
of the overall organisation. The leaders create the innovative environment which supports the
employees to think innovatively and give the ideas to the superiors which will help in the success
of the business. When the innovative environment is there in the organisation this leads to the
motivated the employees for thinking the creative ideas which will shift the organisation towards
the success in the future.
The leaders who are creating and considering the diverse workforce helps in gaining
different ideas and culture in the organisation as diverse workforce is the primary source which
provides the competitive advantage to the companies. The leader of the Standard Hotel is also
considering the diverse culture which helps in providing them the success for the future and this
will also help in making the leading position in the highly competitive market (Rudolph, Rauvola
and Zacher, 2018).
The responsibilities of the Leadership in the organisation which helps in the building the
effective teams for achieving the goals and objectives of the organisation. These responsibilities
are such as-
Builds trust among employees: When the leaders consistently as well as on the regular basis
organises the training programmes by which the employees feel valued by the organisation as
this will build the trust among the employees. The leaders must ensure about creating the good
and effective relations with them which will also create the feeling of trust among the employees
of the organisation. The leader of the Standard Hotel must ensure about this as by this the
talented employees will jot leave the organisation and they will help in increasing the overall
performance of the organisation.
Effective communication: The effective communication by the leaders of the organisation is
much important to be maintained as this helps in having the clarity in the goals and the mission
of the organisation which has to be achieved by the company. The leaders when communicate
effectively with the employees of the organisation then this creates the good relations with them
as well as there is no misunderstanding of any information in the organisation. The leader of the
Standard Hotel must ensure about communicating with the employees effectively as by this their
will be clarity of the job roles as well as the information in the organisation (Brawley, 2019).

Offering enough resources: The teams of the organisation fails to achieve the goals and
objectives of the organisation if they are not offered with the enough resources. The leaders have
to ensure for providing the enough resources and meeting the requirements of the employees of
the team so that they can effectively and efficiently achieve the goals and objectives of the
organisation. The Standard Hotel’s leaders must evaluate the requirements of the employees’ so
that they can use them for effectively achieving the goals of the organisation.
Hence, the above responsibilities when followed by the leaders effectively then this leads
to the increasing the performance of the individuals employee and this is directly contributes to
achieve the goals and objectives easily. This helps in providing the competitive advantage to the
Standard Hotel and they will be able to make the leading position in the market.
When the leaders of the organisation are responsible enough for the organisation then they
will be able to achieve the goals and the objectives of the effectively. The leaders having the
competitive quality as well as responsible for the organisation then they have the ability of
growing the business by increasing the profits of the organisation. The responsible leadership are
of two types that is the integrative as well as the instrumental. Integrative leader are linked with
the social responsibility whereas, the instrumental leaders are linked with the competitive
advantage. The Standard Hotel leader should be the instrumental leader so that he can effectively
focus on providing the responsibility to the organisation (Spoelstra, 2018). They are when
responsible in following their duties as well as the responsibilities in the organisation then they
give focus on motivating the employees as well so that the performance of the organisation can
be increased. The leaders can create the effective corporate leadership systems when they are
much responsible for their job role. These leaders have the ability to take the risk for earning
higher profits for the organisation for taking the company too much heights and this overall
provides the competitive advantage to the Standard Hotel as well as increased the brand image as
well.
How Corporate Social Responsibility (CSR) delivers benefits to the organisation and the
community-
Corporate Social Responsibility can be defined as the self-regulating model of the business
which helps the organisation in being responsible for the society or socially responsible for the
company itself, for stakeholders and for the overall public. The companies which are practising
the CSR are much conscious for the impacts they have on their business by the aspects such as

the society which involves the social, economic as well as the environmental. The main purpose
of the organisations which bare adopting the CSR is to enhance the society as well as the
environment instead of degrading them. The companies which are following these CSR
programs has the ability to increase the morale ta the workplace (Al Khajeh, 2018).
Corporate social responsibly is the very wide concepts which can take many forms
depending on the type of the organisation as well as the industry. These activities helps the
organisations to create the strong relationship between the employee and the corporation. CSR is
basically the strategy which is used and implemented by the large companies. The companies
which are more successful has to set the standards and the ethical behaviour for the completion
as well as for the industry. As the CSR is the practices or the policies which are taken by the
organisations for the purpose of providing the positive impact on the world.
The company towards the CSR have the positive impacts to the world. The companies are
adopting these for the development of the sustainability for improving their operations of the
organisation. This CSR programs are basically adopted by the large organisation such as by
donating to the local charities as well as the sponsoring the domestic or the local events.
The CSR are also followed by the tourism and the hospitality industry for degrading the
negative impact on the organisations. The Hotel industry much growing as well as the dynamic
or developing sector which is contributing much to the economy of the organisation. This
industry ha much negative impacts on the society as well as the environment as they throw the
wastes aside the rivers, causes the pollution for running the tourists facilities and the operations
in the organisations (Hughes and et.al., 2018). The government of the UK has decided to reduce
the harm on the planet or environment which has been caused by these industries. They have
made mandatory for the companies to adopt the sustainability practices for reducing this
harmfulness on the planet. The Standard Hotel must adopt the CSR to reduce the negative
impacts on the society as well as the environment as this can be using all the policies and
practices which will help in the protecting the environment. As many of the other hotels have
adopted this strategy for gaining the consumer loyalty. Conserving the environments, reducing
the problems of the society as well as contributing for the development of the communities.
The benefits of the CSR to the community are such as it helps in building the trust as for the
reviews, the consumers likely to spend much on the community which helps in improving the
society. There is much benefits to the community or society as CSR has the strong impacts on

the society as well through local or the national charities, businesses contribution helps the
society. This has the direct contribution to the community.
There are several benefits for the organisation of following this strategy and so for the
Standard Hotel as well. These benefits are such-
Builds strong relations with clients: The organisations which are following the CSR activities
helps them in offering the free services to the communities as well as the society. When the
companies offers the free service and the products to the clients, then many people can
understand what the company is doing. The clients of the Standard Hotel must ensure about
offering the free services and the products to the clients as this will help them in understanding to
the people so that the people can reach to the organisation by knowing what the company is
doing.
Retain the talented employees: The companies following the CSR activities help in empowering
the talented as well as the skilled employees of the organisation who has much interpret in
serving to the community. By this, the employees of the organization are impressed as they feel
that the company is valuing the employee as well as the society as well. The Standard Hotel must
follow the CSR as this will help them in retaining the talented employees and it will also attract
the large number of the candidates towards the organisation.
Increased the engagement: The Company has the strong brand value, this emotional connection
with the brand helps them in creating the stronger relationship to the company. CSR activities
when followed by the companies helps in boosting the employee engagement in the organisation
by this organisation considers the needs and wants of the employees in the organisation.
Builds Consumer Loyalty: The CSR program of the organisation helps in the encouraging the
customers which helps in the building the trust among the customers of the organisation. When
the initiative is taken by the company to preserve the environment society feels much positive for
the company and the customers are attracted towards the company. The Standard Hotel will have
the benefit of the creating the customers loyalty by this initiative.
Accelerates Capital growth: The accompany adopting the CSR helps in boosting the capital
growth of the organisation as this helps in the enhancing the reputation of the brand, inspires the
customers, gains the trusts of the society as thuds has the positive iMacs ion the overall
organisation. The Standard Hotel using the CST will be able to make the leading positon in the

mind of the customers as they will feel that the organisation has taken the step to save the
environment (Kellerman, 2018.).
The benefits of social media and its related risks as well as the impacts of the social media and
its strategies to minimise the risk-
Social media is the website or the application which helps the users or the creators to share
their content as well as to participate in the social networking. This is the interactive technology
which facilitates the sharing as well as the creation of the information, ideas and the interests
though the virtual network. There are many benefits of social media to the businesses. The social
media helps the businesses by the way of marketing for the products and services of the
organisation for reaching the customers (Carroll, Firth and Wilson, 2019). This platform is
considered as the best way for the marketing as the consumer trends are shifting as they are
changing because nowadays spends much time on the social media so this is the most effective
way of marketing.
Benefits of Social Media to the organisation:
Attract customers: The social media has the power of attracting the large number of the
customers towards the company. They can share the pictures of the happy customers and by
seeing this the other customers will also be trying to visit to the company. The Standard Hotel
using the social media will be benefited of attracting large number of visitors to the Hotel.
Increasing the market reach: Social media platform is nowadays much used by the consumers
so this is the best way to reach to the customers. The businesses using the social media as the
means of the marketing will be able to reach to the large size of the market share. The Standard
Hotel using this platform for the means of the marketing will help them to reach to the large
number of the customers as the people nowadays are spending much time on the social media.
Growth of business: Through social Media, the large number of the customers can be attracted
as this will help in the generation of more revenue as many customers will be buying the
products and services of the organisation. This leads to the growth of the business. The Standard
Hotel must use the social media platform as this will help the organisation to increase the
revenue and will lead to the growth of the hotel.
Increase the users on website: The social media platform helps the company to reach to the
public and this leads to increase the traffic on the website. By seeing the advertisements on the
social media they get attracted from this and then they visit the website of the organisation. The

Standard Hotel will benefited by providing the advertisements on the social media as this will
help the company in increasing the users on the website of the hotel (Sow and Aborbie, 2018).
There are many risks to the businesses by using the social media platform. There are many things
which threw organisation must consider before using the social media platform. The risks which
are related to the social media platform are such as
Damage to brand reputation: It is very necessary for the businesses to match the quality of the
social media with the brand reputation that their organisation is having. The online activities
which are performed by the companies has the large impact on the imager of the business. The
Standard Hotel will have the risk of damaging the brand reputation so they must be careful of
this (Yan, 2019).
Account Hacking: another risk which the organisations can face by using the excessive social
media is the hacking of the account. The brand of the businesses is highly subjected for the
online scrutiny and the thing which the company has to consider is compromising the integrity
for the product’s or the services of the organisation. The small mistake can lead to the mistrust
among the customers of the organization. The companies has the threat of the online hackers.
The Standard Hotel can face this risk of the online hacking of the account so they must ensure
about this.
Identification of theft and the data leakage: The companies face this as the biggest risk of the
data leakage by using the excessive social media platform. This has the large impacts on the
customers as they may face the fraudulent activities (Schwepker and Dimitriou, 2021). By this
the hacker can gather all the information from the account. The standard Hotel can face this issue
while using the social media for any purpose.
The strategies which will help the organisation for the prevention from the above risks:
Setting the strong password: Having the strong password for avoiding the risk of the getting the
accounts hacked by the hackers. There becomes very few chances of hacking the account by the
hacker. So, this is the best strategy for minimising the risk of the accounts getting hacked. The
Standard Hotel must use this strategy for minimising the risk.
Investing in security software: The Company’s must invest in the security software as this will
help them to minimise the risk of security of the account. The organisations investing in these
types of the software helps them to secure their account and check the activities of the account

on the Adalyn basis. The Standard Hotel must invest in these software as this will help them in
keeping the eye on the account activities (Vuković and et.al 2018).
CONCLUSION
This report has discussed emerging trend in the hospitality industry including smart hotel,
sustainable hotel, robotic staff and VR type of technologies to attract tourist from all around
the world. Later this report has discussed different type of leadership style and approaches
that allow hotel to become stable and effectively lead their staff member for better result,
leadership style may include transformational, transactional, autocratic and democratic and
other type of leadership style adopted by the hotel. Later this report has discussed
organizational responsibility and leadership to corporate leadership system to gain
competitive advantage in highly competitive market. Later this report has discussed
corporate social responsibility of hotel towards wider community and its benefit for the
hotel, CSR may include fair deal with employee, providing employment to staff member,
keeping policy suitable for the employee and protecting environment while conducting CSR
in the business process. At last this report has discussed social media and it related risk that
impact hotel and its smooth process, social media platforms are being discussed to
understand benefit in today’s modern digital world and also discussed risk mitigation
strategies that will be needed in reducing risk that arrive due to social media in the hotel.

REFERENCES
Books and journals
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behavior in the hospitality industry. Journal of Hospitality and Tourism
Management, 35, pp.9-16.
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elements of e-leadership. International Review of Administrative Sciences, 85(1),
pp.80-97.
Bush, T., Bell, L. and Middlewood, D. eds., 2019. Principles of educational leadership &
management. Sage.
Rudolph, C.W., Rauvola, R.S. and Zacher, H., 2018. Leadership and generations at work: A
critical review. The Leadership Quarterly, 29(1), pp.44-57.
Brawley, M.R., 2019. Liberal Leadership. In Liberal Leadership. Cornell University Press.
Spoelstra, S., 2018. Leadership and organization: A philosophical introduction. Routledge.
Al Khajeh, E.H., 2018. Impact of leadership styles on organizational performance. Journal of
Human Resources Management Research, 2018, pp.1-10.
Hughes, D.J., and et.al., 2018. Leadership, creativity, and innovation: A critical review and
practical recommendations. The Leadership Quarterly, 29(5), pp.549-569.
Kellerman, B., 2018. Professionalizing leadership. Oxford University Press.
Carroll, B., Firth, J. and Wilson, S. eds., 2019. After leadership. New York: Routledge.
Sow, M. and Aborbie, S., 2018. Impact of leadership on digital transformation. Business and
Economic Research, 8(3), pp.139-148.
Yan, X., 2019. Leadership and the rise of great powers. In Leadership and the Rise of Great
Powers. Princeton University Press.
Schwepker Jr, C.H. and Dimitriou, C.K., 2021. Using ethical leadership to reduce job stress and
improve performance quality in the hospitality industry. International Journal of
Hospitality Management. 94. p.102860.
Vuković, A.J. and et.al 2018. Impact of leadership on innovation: Evidence from the hotel
industry. Management: Journal of Sustainable Business and Management Solutions in
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