Emerging Trends in the Hospitality Industry

This report discusses the emerging trends in the hospitality industry, with a focus on leadership styles, organisational responsibility, responsible leadership, and corporate social responsibility. The report analyses the leadership styles adopted by Dormy House Hotel and Spa, and the role of organisational responsibility and responsible leadership in improving competitive advantage. It also evaluates the benefits of corporate social responsibility and its application in the hospitality industry. The report is relevant for students studying hospitality management.

Emerging Trends in the
Hospitality Industry

Table of Contents
Introduction:.....................................................................................................................................3
MAIN BODY...................................................................................................................................3
Discussing the concept of leadership and different leadership styles:........................................3
Critically analysing the application of organisational responsibility as well as responsible
leadership in improving competitive position:............................................................................6
Discussing about the benefits of Corporate social responsibility in context to hospitality
industry:.......................................................................................................................................9
Critically analyse the advantages of social media & its associated risks and how these risks
could impact on chosen organisation and analyse strategies for risk minimisation.................11
Conclusion:....................................................................................................................................14
References......................................................................................................................................14

Introduction:
The term Hospitality Management is defined as the diverse field that covers the process
of day to day activities related to administrative,operational as well as commercial activities
important of the hospital businesses. There are various areas of industries under hospitality
management such as food and beverage, travel and accommodation and also including event
management. For this report Dormy House Hotel and Spa is taken into consideration. This hotel
is provides package to the customers in terms of tasty food as well as impeccable service. It also
provides luxury spa services to the customers. The hotel is located in Willersey Hill,UK. This
report will discuss about the leadership styles and the appropriate leadership practised by the
hotel. In addition to this, the report will also cover the role of organisational responsibility and
responsible leadership in boosting competitive advantage for the firm. Moreover, the report will
also critically evaluate benefits Corporate Social Responsibility as well as will also highlight the
benefits and risks related to the usage of social media platforms.
MAIN BODY
Discussing the concept of leadership and different leadership styles:
Leadership:
The leadership is considered as the skills of the manager that is used for motivating as
well as giving a right direction to the efforts of staff members. The leadership skills allows the
manager to provide a necessary support and tools to its workers for attaining the goals and
objectives in most effective and efficient manner. The effective leaders posses the following
features such as self-confidence, excellent communication skills, creative and problem solving
mind, interpersonal skills and many more(Dolnicar, 2018). In context to Dormy House Hotel and
Spa, the leadership skills supports the leaders of the company to manage different functions of
management in appropriate manner. Moreover, the leadership skills also enable leaders in
boosting the motivation level of workers by giving them a sense of freedom to take part in daily

decision making ,by recognising their efforts and by offering them a proper training sessions for
overall growth and development.
Leadership traits:
The leadership traits are considered as the qualities of the effective leaders. The positive
traits helps the leader to properly guide the teams or organisation in attaining the goals and
objective in most profitable manner. The leadership traits by leaders play a critical role in
fostering the efficiency level of operations as well as making a long term strategic goals to gain
competitive advantage in the market. In relation to this, the leadership qualities also allow the
leader to inspire team members, providing them guidance, and making the positive working
environment for the workers to make them perform optimally. The below mentioned points
reflects the traits of the effective leaders:
Excellent communicators:
The one of the most important traits that every effective leaders have in them is effective
communication skills. The leaders are defined as the excellent communicators because they are
able to solve every issues related to the management by giving clear explanations on problems.
This helps the leader in identifying solutions in the most appropriate manner (Ribeiro,
Vasconcelos and Rocha, 2019).
Responsible and accountable:
The effective leaders are solely responsible for their own strategies and action plans that
is directed towards achieving goals and objectives. In addition to this, the leaders are also
accountable for the actions of their team members. Hence, this quality support leaders in learning
from their own mistakes.
Strategic and long term thinkers:
The leaders are the responsible for constructing long term strategies in order to gain a
competitive position in the market. The leaders also play a crucial role in making these strategic
plans into reality by coordinating the activities of team members to achieve set goals in
appropriate manner (Hoang and et.al., 2021).
Self-motivated:
The effective leaders are self driven as well as self-inspired for designing the necessary
action plans and strategies to achieve it. Along with this, the leader does not hesitate to adopt

with the business environment changes and confidently welcomes the new change related to
business processes.
Confident:
The effective leaders have an ample amount of confidence level which motivates them to
take tough decision as well as bigger responsibilities. It also allow the leaders to motivate team
members and facilitate the culture of team work in effective manner.
Leadership styles and its types:
The leadership style is termed as the strategy adopted by managers for leading the team
of employees in order to achieve long term goals. The below explains different styles of
leadership:
Autocratic style of leadership:
The leader who adopts this style of leadership follows a top-down approach for making
decisions and policies for attaining organisational goals. The leaders under this style follows
command and control approach in which the leader does not allow any team members to take
part in day to day decision making process (Nusair, Butt and Nikhashemi, 2019).
Pros: This leadership style allows faster decision making process which can help in achieving
goals in timely manner.
Cons: The practise of this style can make workers demotivate to perform tasks as they are not
getting any chance to show their skills.
Democratic style of leadership:
This type of leaders allow its team members in using their skills and knowledge by taking
regular part in day to day decision making process. This type of leaders regular ask for
constructive suggestions from its employees as well as also recognise their opinions that results
into growth and development.
Pros: It positively boosts the motivation level of workers as they get an opportunity to showcase
their skills and gain a recognition within the company.
Cons: this process can take larger time in formulating decisions which can negatively impact the
operational effectiveness (Kirillova, 2018).
Laissez- faire style of leadership:

The leader who undertake practise of this leadership style gives whole power of decision
making to its staff members. The leaders of this category does not take part in day to day
decision making activity but still provides the resources as well as tools to its team members.
Pros: This can make the workers more skilled and creative as they are responsible for solving
complex business problems.
Cons: This leadership style can promote the conflict among team members due to different
opinions.
Selection of appropriate style of leadership:
In context to Dormy house hotel and spa, the managers of the hotel adopts Democratic
style of leadership while leading the group of individuals. This supports the firm in building a
positive work-culture which directly promotes motivation level of employees. In relation to this,
it also help the managers in gaining a new ideas as well as information towards increasing the
experience level of customers which supports company in gaining a competitive position in the
hotel industry (Guillet, 2020).
Critically analysing the application of organisational responsibility as well as responsible
leadership in improving competitive position:
Organisational Responsibility:
It covers the roles and responsibilities that the organisation should follow in order to gain
a favourable position in the market. The concept of organisational responsibility includes the
various form of responsibilities such as sustainable operations, social responsibility,
organizational citizenship and many more. In addition to this, the concept can also be considered
as balanced approach which makes sure that the company's operations is going in an effective
manner. This concept can also be described as the policies as well as actions taken by
considering the expectations of different stakeholders and according to the environmental needs.
The rules of organisational responsibility differs from company to company but adheres with the
uniform principles. The below mentioned points explains various organisational responsibility in
context to Dormy house hotel and spa which are:
Strategic responsibilities: The strategic responsibilities support the Dormy house hotel and spa
in conducting effective as well as efficient operations. It covers numerous steps which are
mentioned below:

Step-1: The primary step in strategic responsibility is to construct a clear values or visions
according to the responsibility (Ford and Sturman, 2018).
Step-2: After identifying vision, the next process by Dormy house hotel and spa is to gather
information about the demands of various stakeholders and rank them accordingly.
Step-3: This step supports the hotel in creating an effective openings that can be merged with
the action plans of corporate industries.
Step-4: After the making of initiatives, the hotel should lays its focus on delivering appropriate
trainings to employees for increasing internal awareness.
Step-5: In this step, the Dormy house hotel and spa needs to implement the concept of strategic
responsibility within the business operations by measuring each employee performance and give
them rewards for recognising their efforts.
Step-6: In this last stage, the hotel should report the stakeholders status as well as the launched
initiatives.
Economic performance:
This element assists the Dormy house hotel and spa in attaining the economic goals and
objectives such as proper balance of payments, economic growth as well as low unemployment.
The hotel analyses its economic performance by considering the following aspects:
 The improvements in short and long term profit (Chon and Zoltan, 2019).
 The development in the wealth of owners as well as investors.
 The growth in productivity level and its operational levels.
Ways to enhance the economic performance:
 By developing the positive working culture.
 By delivering appropriate training sessions to the employees. By giving equal respect to each and every staff members.
Social performance:
The social performance is the main element of the organisational responsibility which
leads the management in building operational strategies by considering the interest of customers
as well as common social objectives. In context to Dormy house hotel and spa, this can assist the
company in making strategic goals that meets with the interests of the society as well as
customers. It can also allow the company in making products according the needs and demands

of customers which can result in improvements in its competitive position in the market (Law,
Leung and Chan, 2019).
Environmental performance:
This element can help the Dormy house hotel and spa in doing daily business operations
without harming the natural environments. These performance can be improved in following
manners such as:
 By significantly reducing the usage of natural resources, the firm can improve its
environmental performance as well as brand awareness. By properly managing as well as controlling the impact of its operations on the
environment.
Responsible leadership:
The term responsible leadership is defined as the sustainable business decisions which
supports the company in meeting interest of different stakeholders such as shareholders,
employees, suppliers, community and many more. In addition to this, the responsible leadership
assists the firm in providing positive solution to social problems as well as promoting a positive
change in the society. In context to Dormy house hotel and spa, this concept allows the company
in doing operations by giving priority on fulfilment of diverse needs of the different stakeholders
that are crucial for the company performance. In addition to this, the responsible leadership style
also enable managers in fostering the growth and development of worker's knowledge and skills.
This can also promote the decision making power of the company by giving an equal chance to
employees in participating into decision making process (Chi and Law, 2020). The below
discussed points represents the different elements of responsible leadership in context to Dormy
house hotel and spa:
Direction:
This element of responsible leadership suggests that Dormy house hotel and spa should
provide a right direction to its staff members in order to make the goals realise in effective
manner. This strategy will support the workers to have an insight about the agenda behind
formation of teams and its values.
Engagement:

This element assist the company in boosting the engagement level of employees in the
decision making process. In addition to this, it encourages the workers in conducting daily
business activities in efficient as well as effective manner (McCartney and McCartney, 2020).
Alignment:
In this, the leader of the hotel should have a proper understanding about the roles of its
staff members. In addition to this, the manager should align the objectives of workers with the
objectives of the company that can leads to greater performance level among workers.
Renewal:
In this element. The leader should inspire its team members in accepting the new changes
related to the business process and activities. The manager should properly communicate with its
staff members in order to provide necessary information and details regarding new change.
Discussing about the benefits of Corporate social responsibility in context to hospitality industry:
The Corporate Social Responsibility(CSR) is referred as the diverse business concept that
basically describes the firm's promise in conducting business operations in the most ethical
manner. The corporate social responsibility supports the company in identifying as well as
managing its impact on the social, economic as well as environmental aspects. It also allows the
company in making day to day business decisions by considering the human values as well a s
rights. The company can effectively fulfil its social responsibility by designing measures related
to waste reduction, by procuring only sustainable raw materials or by providing necessary
funding in the educational as well as social programs of the society. In relation to this, the firm
can also meet its CSR by taking effective actions on developing the relations with employees and
the community members (Santhosh and Lokanadha, 2019). In context to Dormy house hotel and
spa, the hotel prioritise on meeting its corporate social responsibility by taking necessary steps in
boosting the good customer relations by adopting fair trade practises. In relation to this, the firm
also organises various programs in which it support the activities of the weaker sections of the
society. Moreover, the hotel also holds various charitable campaigns for helping the poor people
present in the society. Furthermore, the company also runs its operations in the most
environment friendly manner. This supports the company in gaining a positive impressions from
the legal bodies as well as from the society members. The following explanation reflects the
benefits that CSR provides to the Dormy house hotel and spa and to the larger communities:
Social benefits:

 The adherence with corporate social responsibility assists the hotel in gaining good
relations with the society members. In addition to this, the social upliftment initiatives
can support the company in receiving positive media attention, publicity as well as it can
also generate a sense of respect among community members towards the hotel (Guan and
et.al., 2020).
 The CSR initiates helps the company in fostering interaction levels with the local
community members and with higher legal authorities. This leads the hotel to gain
favourable image in the minds of society members as well as higher government
authorities. The practising of corporate social responsibility leads the firm in attracting large number
of customers in most effective manner as many customers are becoming aware about the
importance of protecting environment and nature. Hence, the CSR activity assists the
hotel in drawing attention of customers towards its hotel and spa services (Morrone and
et.al., 2021).
Economic benefits:
 The corporate social responsibility measures provides support to the hotel in gaining
great economic advantage because of the good reputation it enjoys in the market. In
relation to this, the hotel can generate higher amount of profits from its potential
investments made in order to enhance the growth and development. Moreover, due to the
favourable position in society, the hotel can effectively attract brightest minds towards its
hotel and spa services.
 The practising of corporate social responsibly also provide benefits to the hotel in terms
of decreasing the cost incurred in recruitment process. As the CSR initiatives leads the
company to enjoy greater reputation in market which directly results into less employee
turnover within the company.
 This can also boost the productivity level of workers as the workers feels proud that they
are working for the company who have higher reputation in the market.
 It also supports the company in gaining trust of customers by showing its food production
activities to the general public by using the support from media channels or taking help
from social media platforms. This helps the hotel in rising its profitable level by drawing

a positive attention from the maximum number of customers (Costa, Montenegro and
Gomes, 2018).
 The initiatives regarding fulfilling social responsibility allows the hotel in increasing the
loyalty of customers towards its business which leads to the higher sales and better
market growth in terms of profit and customer base. The CSR also supports the company in reducing its operational costs as this will make
the hotel in adopting new technology which can increase the operational efficiency and
reduce extra costs.
Environmental benefits:
 The Corporate social responsibility initiatives helps the company in running
environment friendly operations by minimising the usage of non-renewable
resources and lay more focus on adopting the renewable energy options. This
helps the company in running its operations without causing harm to the
environment.
 The CSR initiatives also supports the firm in to promote the efforts related to the
saving of energy. In addition to this, it also support the hotel to reduce the carbon
footprints. This activity supports the hotel in receiving the positive response from
the government as well as legal bodies (Lee, 2021).
 It also allows the company in minimising the wastage of food resources and also
provides effective measures in managing the waste appropriately.
Critically analyse the advantages of social media & its associated risks and how these risks
could impact on chosen organisation and analyse strategies for risk minimisation.
Advantages of social media
Social media is one of the significant part of communication strategy for an organisation
and mainly for the companies who perform at global level. In addition to this, almost every
organisation make use of social media with the objective to improve their performance and
profitability level. Social media has changed the way people share their opinions and information
and assist companies to reach large or at global level. In relation to Dormy house, it make use of
social media platforms which help them to gain various benefits and is given below:
Improved customer relationship management:

It is analysed that with the help of social media and digital communication channel
traffic, hotels get to know what new customers enjoyed and what not (Lei and et.al., 2020).This
help in developing effective strategies which fulfil the customer requirement that directly leads
to development of good and positive relationship with staff members. In addition to this, social
media communication channels also ensure transparency in receiving customer response and
assist to tackle them in an effectively. All this assist higher authorities of Dormy house to fulfil
the requirements of customer which further develop relationship and assist to retain them for
longer time period.
Enhance brand awareness:
One of the major benefit that is gained by hotel due to social media is increasing in brand
awareness at marketplace. It is determined that social media allow an organisation to reach large
number of customers globally that has positive impact on the performance and profitability of
Dormy house. Social media platforms are an effective communication channel which can be
applied and used by companies for continuous brand management. All this assist Dormy house
to increase its market presence, market share, performance and profitability in an appropriate
manner (Leung, Wen and Jiang, 2018).
Increase website traffic:
Another benefit which is attained by the use of social media is it increases website traffic.
The promotions and offers which are run on social media website of hotels is used to increase
website traffic which further leads to increase in number of bookings. With reference to Dormy
house, the hotel has its own website where the offers are given to customers. This help in
attracting large number of customers to reach on websites which further assist to resolve
customers issues rapidly and ensure high number of bookings. Apart from this, there are also
other benefits attained by hotels because of social media such as monitor audience behaviour,
increasing booking potential, improve response rate to customers and many more.
Risk associated with social media:
Social media provide many benefits to the hotels but is associated with some forms of
risk which is important to deal on time period so that performance can be maintained at
marketplace. The risk related with the use of social media in context to Dormy house hotel is
given below:
Reputational Risk:

The customers as well as other parties can use the social media platforms in meet their
own selfish needs that can threat the long term reputation of the company. In relation to this, the
usage of social media platforms for marketing purposes can put firm brand image in trouble as
the people can behave inappropriately or can set an unrealistic expectations about the services of
the firm. This can negatively impact its reputation if the firm ignores their new demands and
needs. Moreover, the customers can also negative things about the company services which can
directly threat the future profits of the organisation in market (Menicucci, 2018).
Information Security Risk:
The other main risk associated with the usage of social media platforms is information
security risk. The up-gradation of technology and introduction of digital platforms has provided
an golden opportunity for hackers to attack the into their digital pages and gain fraudulent access
of private and confidential information. This is the most critical risk in front of the hotel as it
may leads to leakage of personal information which can be bad for the company. In addition to
this, it can also leads to the loss of financial information that can pose huge financial threat in-
front of the organisation.
Risk of Compliance Violations:
The use of social media platforms can pose a necessary risk to the company in terms of
compliance violations. There can be risk in the communication of information and data as it may
violate the set laws and regulation set by government. This can make the firm to face the stronger
legal actions which can damage the brand image of the company in market. In addition to this,
the mismanagement of online communications, data security issues as well as copyrights issue
can also harm the profitability position of the organisation in marketplace(Ohunakin and et.al.,
2019).
Operational Risk:
The high dependency over using social media platforms can leads to the operational loss.
The social media sites that are operated through the corporate networks make use of technical
resources that can negatively impact the performance of its business processes as well as
systems. Apart for that, the higher usage of social media platforms by employees during work
time can decrease their productivity level. Moreover, it can also make them less efficient which
can negatively impact the smooth operations of the company.

Conclusion:
From the above report, it has been evaluated that Hospitality management is the broader
concept which includes various functions such as food and beverage production, event
management as well as day to day operations. It was also analysed that hospitality management
supports the hotel in attracting the large number of customers by considering the demands of
customers while delivering range of services. This report has covered the concept of leadership
as well as different leadership qualities. In addition to this, the report has also highlighted various
leadership] styles that can support company in motivating team members. Moreover, this report
has also included the role of organisational responsibility and responsible leadership in gaining
competitive advantage. Furthermore, the report has also explained about the benefits of doing
Corporate Social Responsibility as well as also mentioned the benefits and dis-advantages of
using social media platforms in order to undertake advertisement and promotional campaigns.
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