Marriott International: Ethical Dilemmas and Emerging Trends

This report analyzes the emerging trends within the hospitality industry, using Marriott International as a case study. It explores the importance of leadership, professionalism, and ethical behavior in navigating technological advancements and changing customer expectations. The report delves into ethical dilemmas faced by leaders, the significance of corporate social responsibility, and the impact of customer relationship management. It discusses the adoption of new technologies like mobile applications and cloud computing, emphasizing the need for personalized services and employee training. The study highlights the competitive landscape, emphasizing the need for companies to adapt to maintain their market position and meet the evolving needs of consumers. The report also touches upon environmental stewardship and community engagement, emphasizing their importance in the hospitality sector.

Emerging Trends in Hospitality
Industry

Table of Contents
Introduction......................................................................................................................................4
Task 1: Professionalism and ethical behaviours and ethical dilemmas ..........................................4
Corporate social responsibility .......................................................................................................6
.........................................................................................................................................................8
Task 2: Philanthropy and Community Investment..........................................................................8
Environmental Stewardship.............................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

Introduction
Hospitality industry is growing well since last few years. Leaders play significant role in
any firm, innovation and growth strategies support in growth but good leadership helps in
sustainability of business unit (Verhoef and Lemon, 2013). Present study is based on Marriott
international hotel which is leading brand in hospitality industry. It provides quality services to
its consumers and satisfy their needs. It has more than 400 branches and operating in more than
80 countries across the world. Present study will discuss emerging business issues within
hospitality industry. Furthermore, ethical dilemmas in leadership, corporate management
responsibilities will be described in this study.
Task 1: Professionalism and ethical behaviours and ethical dilemmas
Introduction and conclusion for each task
INTRODUCTION
According to given report, the professionalism and ethical behaviour should be there during
carrying out operations, otherwise the ethical issuers are come out and it resultant into the state
of ethical dilemmas. Ethical dilemmas is a situation which state in confusion where two sides are
there and person have to choose the one side instead of two.
Hospitality industry is highly competitive, hotels and restaurants have to struggle a lot for
sustaining in the market for longer duration (Li and et.al, 2015). Marriott International is the
leading brand but also it is facing issue due to changing trends.
Define professionalism, but from an organisation’s perspective. With reference to equality,
opportunity, behaviour within the organisation, For example,
Role of leader is very important in the organization. There are new trends are taking place in
hotels and other related sectors. That impacts on the sustainability of the firm to great extent. In
such condition firm has to make necessary changes in its business so that it can handle such
modification or trends in effective manner. One of the main emerging trend in this industry is
continuous changing technologies. Due to changes in technologies companies are unable to
provide quality services to guests (Ryan, 2015). Marriott hotel always adopt the latest
technologies in the workplace. It enters data of guests and provide all detail through electronic
medium. But other hotels are using now mobile application, messengers for providing them
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facilities of online booking. This has made huge changes in the hospitality industry. Due to this,
people are moving towards other hotels which are offering them these facilities (Mok, Sparks
and Kadampully, 2013) . Professionalism is the major emerging business issue in Marriott
International hotel. If employees do not behave appropriately with customers then they will not
take interest in services of hotel (Ghosh and Siddique, 2017). In such condition it is essential for
the manager or leader of the company that to enhance professionalism in the workplace. This can
support in gaining competitive advantage and sustaining in the market for longer duration. This
has become issue for the cited firm.
Ethical behaviour of leaders play significant role in this issue. If leaders adopt accurate
leadership style and lead team members well then they will be able to accept technological
modifications. In such condition people will be able to work better and will be able to handle the
latest technologies easily.
Good leader needs to be honest and should have capabilities to lead the team well
(Bharwani and Jauhari, 2013). These ethical leaders develop confidence in the mind of
employees and boost them to work hard in any kind of situation. Leaders are facing issue of
ethical dilemmas where they have to make balance between company's policies and own ethics.
Leaders are responsible for the sustainable development of the organization. If people are not
working well or if policies of the entity is not good then in such condition it can become difficult
for the leader to manage work properly (Ali, Amin and Cobanoglu, 2016). It has created
questions in the mind of leaders what is right and what is wrong. Personalized services has
become the major trend's inhospitality industry. Marriott international hotel has to provide
personalized services to its guests so that they feel happy and be loyal towards the brand.
Leaders are utilizing customer's data to personalize their services as per the requirements of
travellers (Rahimi and et.al, 2016). This is the growth strategy of cited firm that helps the entity
in gaining competitive advantage and sustaining in the market for longer duration. Ion such
business issue it has become necessary for the leader to behave ethically with guests. It will
support in analysing their needs and fulfilling their requirements (Calveras, 2015).
In the modern technological era travellers gather information about hotel before going
there through internet. They compare prices, quality and services of particular place and then
they book it their books. It is quite comfortable for them, now-a-days many hotels are offering
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them mobile application, website booking facilities which is quite easy for travellers. In such
condition Marriott hotel also have to make changes in its operations (Ladkin and Buhalis, 2016).
This can support firm in sustaining in the market for longer duration. There are many people
those who are not comfortable with these latest technologies. In such condition it becomes
difficult for the leader to make them understand about significance of using these technologies.
In such condition leaders have to make the employees feel comfortable and have to make them
aware with benefits of technologies (Willie and et.al, 2013). Individual should guide them and
should train them so that these workers start using the latest technologies. Leaders are
responsible to motivate staff members so that people put their best efforts and contribute well in
the success of business unit.
Marriott international hotel was founded by Johan Willard in 1927 he and hie wife. The
company was open in first hotel than more marketing and now diversified hospitality that
company that mange bored portfolio and hotel now days. It has more than 5700 properties over
110 countries 1.2 million rooms etc. (Environmental Stewardship, 2017). there is a biggest
company ever now there are lot many hotel industries are open and at the same time in hotel
company there are big competion I as impact also. The all impact will be depending on some
changes in the technology now.
So many hotel industries are face so many problems now a day because due to very fast
change in the technology up comes in each sector (Willie and et.al, 2013). Once upon time there
was only few hotels at a time but now a day there will be lot many hotel and use all the world
should be digital or say online, so population are very fastly. The today's situation is different
because the various hotel industries using various advance technology and by using technology
they identify the needs of the people and provide them satisfaction at each course so that
maximum satisfaction they get every time
CONCLUSION
It can conclude from the above task that leadership is an essential part under the because the
cited organisation success is depended upon the leadership and leader should be effective while
carrying their work done and having the qualities of good leader. Then only the effective
decision can be taken out. If leaders follow all the responsibilities then only operations can be
conducted in a significant manner. The professionalism, ethical behaviour should be carrying out
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during work performed under the organisation because ineffective leadership causes the situation
related to ethical dilemmas.
Corporate social responsibility
In these days there will be totally should be based online market. Mobility is biggest issue now
because mobile have app, operating system and all. But hotel lower worker is not educated so
they have problems to operate it or say to handle it (Ali, Amin and Cobanoglu, 2016). But now
day in mobility both advantages as well as disadvantages as well. Advantages is work will be
done fast, customer will see all the benefit, cost, room can see online as well as book room is
also online (What is Corporate Social Responsibility? 2017. There are all advantages but some
disadvantages are lower level employees are not handle this thing. It can be resolved easily all
the lower level employees should provide training programme to how to use it or not? If lower
level employees are join training and learn from it so their problems, go away and technology
should be beneficial for all the hotel industry.
The second biggest problem is to cloud computing it is local server inside the hotel it is
local server to store, manage and process data to complete a work in one software. It is easy to
do work in one premise and collect and understand data. It is help full to shear, store and
consume resources easier. It is very fast online based services (Ali, Amin and Cobanoglu, 2016).
Through which cited firm can gain trust of the consumers and can make them loyal towards the
brand. Cloud computing is the great technology which is used by most of the hotels no-a-days. It
helps in providing customers security and quality services in the hotel.
Health and wellness is another emerging trend in the hospitality industry Travellers and
guest now look at the point where they can live safely and healthy. Marriott hotel is offering high
security and healthy environment to its guest so that their well-being needs can be fulfilled
(Environmental Stewardship, 2017). It helps the cited firm in attracting more customer towards
the brand and making them loyal towards the brand. It is the reason that Marriott has improved
its revenues and it has gained competitive advantage as well. Travellers concentrates on quality
and social network integration (What is Corporate Social Responsibility? 2017). If hotel is
providing quality services, then they will prefer to go there otherwise they will move to other
brand. In the modern era most of the customer do not opt element of cost effective gateway, they
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opt the element where they can get quality services. Marriott hotel leader always focus on
emerging trends and modify operations accordingly. They implement innovative ideas through
which they can offer satisfactory products and services to consumers. This assists the firm in
sustaining in the market for longer duration (Ladkin and Buhalis, 2016).
Corporate social responsibility (CSR) is one of the essential part of business units, it has also
become emerging trends within hospitality industry. In the modern competitive era consumers
move to such brand which offer them high standards facilities and fulfil their corporate
responsibilities (What is Corporate Social Responsibility? 2017). Marriott hotel understand that
conservation and community engagement is essential for the organization. It also has good
experience in the hospitality industry. It fulfils its corporate social responsibilities effectively.
Travellers pay more attention to those entities which has strong corporate social policies and are
giving importance to CSR. Marriott hotel fulfil needs of stakeholder. This year company has
prepared the report in which it has disclosed its sustainability goal and operational performance
(Willie and et.al, 2013).
Managers of Marriott hotel are responsible for defining and developing strategies through
which entity can fulfil its corporate responsibility. Implementation of corporate social
responsibility is the major emerging trend within hospitality industry. Government has made
many ethics and legislation in this respect (Bilgihan and et.al, 2014). Marriott hotel follow all
these laws and work ethically. It supports the cited firm in attracting more travellers towards the
brand and retaining them in the organization for longer duration. Customer relationship
management is the new marketing trends that helps in attracting more people towards the brand.
In the modern competitive era most of the corporation are using social networking sites for
developing strong relationship with its clients. Facebook, twitter etc. are essential and most
common sites used by travellers (Calveras, 2015). Marriott hotel also do the same, company
make connection with mass audience through these sites. It sends them greeting messages and
display attractive discounts and additional benefits offer to consumers through these sites. It
helps in influencing mind of clients and making them loyal towards the brand (Li, Wang and Yu,
2015).
Virtual reality is the most effective way through which entity can provide great
experience to consumers. Most of the travellers thinks for many things before booking rooms in
any hotel. Virtual reality is the innovative idea which supports the entity in handling business
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issue well and sustaining in the market for longer duration (Ryan, 2015). Marriott hotel is
adopting this tool so that it can sustain in the market for longer duration. It helps the firm in
handling sudden changes and modifying the current environment as well. Company continuously
adopting innovative ways and making changes in its operational areas. Cited firm prepare a
report of continuous emerging trends which are creating issue for the business and accordingly it
is finding ways to resolve these issue (Verhoef and Lemon, 2013).
CONCLUSION
The cited organisation contributing in CSR activities and surrounding their area clean and
performing their operations without affecting the people and time to time contributing under
CSR activities. The company contributes 2 percent based on preceding 3 years average net
profit .
Task 2: Philanthropy and Community Investment
Investment is another emerging issue in the hospitality industry., Hotels has to invest huge
amount for providing quality services to customers. In such condition it has become very
difficult for the entity to sustain in the mare for longer duration and gain competitive advantage.
Community investment is the major solution that can support the firm in increasing its brand
image and creating positive image in the mind of clients (Li and et.al, 2015). Philanthropic pays
more attention on technological development, diversity, online safety and environment
responsibility. With the help of this, company can be able to create positive image in the mind of
customers and will be able to resolve issues effectively. Philanthropy is the type of investment in
which investors invest in such firms which fulfil their responsibilities effectively.
These entities invest in such programs that move the firm to higher direction. It pays
attention on leadership, empowerment, technology and innovation (Bilgihan and et.al, 2014).
These tools support the entity in running its business in effective manner and handling business
issues in effective manner.
CONCLUSION
The company also contribute the amount in form of donations, charity and contributing money
time to time for the welfare of the people.
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Environmental Stewardship
Environmental Stewardship committee is the authority which makes principals for many
departments with the aim to reduce negative impact on environment and improve condition of
the surroundings (Calveras, 2015). Environment is the major concern for travellers and it has
become essential emerging trend within hospitality industry. In such condition Marriott hotel has
to made necessary changes in its operational procedure so that it can meet with these criteria.
Whenever customer plan to go to any place, they look at the hotels and select such hotel which
fulfil its responsibility towards environment. If any company is not completing its responsibility
towards the environment, then it may become difficult for them to select such hotel. In such
condition cited firm has to make new polices and environment so that it can meet with these
criteria and can satisfy needs of customers to great extent (Ladkin and Buhalis, 2016).
Environmental Stewardship activities are based on ISO 14 001 which defines the
environmental management system of the operations. This approach deals with environment
consideration, it looks at the positive side of environment in every project and accordantly plan
activities (Environmental Stewardship, 2017). Operating division of this approach helps in
maintaining management system of the firm through which it and fulfil its corporate
responsibility effectively. Marriott hotel is very committed towards its responsibility, it makes
such standards and follow policies in its workplace so that it can minimize wastage and can
reduce its negative impact. This supports the firm in improving its performance and gaining
attention of travellers (Willie and et.al, 2013). Cited firm develops the system in such way so that
it can reuse the waste material and can store energy. Marriott hotel needs to engaged into
environment protection policies and has to adopt this approach significantly. This would be
better in sustaining into the market in such changing trendy environment.
Conclusion
From the above study it can be concluded that changing technologies, corporate social
responsibilities, quality services are major emerging trends in the hospitality industry. In such
condition companies have to struggle a lot for sustaining in the market for longer duration.
Effective leadership approach can be beneficial in making people aware with the benefits and
encouraging them to perform better in the organization. Ethical behaviour and ethical leadership
can support the hotels in handling consequences well and minimizing issue. By this way entity
can improve its performance as well.
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References
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