Emerging Trends In the Hospitality Industry

This document discusses the emerging trends in the hospitality industry and their impact on Dembies Wine Estate Hotel. It includes a critical analysis of appropriate leadership styles, a assessment of organizational responsibility and leadership for competitive advantage, and a evaluation of corporate social responsibility. The document also explores the benefits and risks of social media for the hotel.

Emerging Trends In
the Hospitality
Industry
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Table of Contents
Introduction......................................................................................................................................3
1. Critical analyses of appropriate leadership style in context of Dembies Wine Estate Hotel
................................................................................................................................................3
2. critical assessment of the organisational responsibility & leadership can lead to generation
of corporate leadership systems for achievement of competitive advantage.........................5
3. Critical evaluation of Corporate Social Responsibility......................................................8
Benefits of Corporate Social Responsibility to Dembies Wine Estate Hotel.........................9
4. Benefits of social media and its related risk to Dembies Wine Estate Hotel...................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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Introduction
The hospitality industry is changing very fast and is affected by the changing requirements.
The hospitality organisation chosen in this report is Dembies Wine Estate Hotel, that is having
presence in UK. In the present report there is discussion of the trends that are changing very fast
in the hospitality sector and consist of various leadership style that have been developed and a
particular style is applied for the organisation(Joseph. and Brako, 2016). There is assessment of
the concept of changing concept of ethical social responsibility and its application on the
organisation. Apart from this lastly there is a discussion of how social media can posses an
impact on the functioning of an organisation and various strategies for addressing of risk related
to social media applications.
1. Critical analyses of appropriate leadership style in context of Dembies Wine Estate Hotel
A leadership style is referring to method or style of leaders guiding and providing
direction, implementing plans and encouraging people. It is a style of leaders which influence the
behaviour of people at work towards the achievement of organizational goal. There are various
scholars who identify different style of leadership which is used by leaders at work. There are
few most common leaderships styles name as Autocratic leadership style, Democratic leadership,
Coaching leadership, Strategic leadership, Laissez-fair leadership, Transformational leadership,
Bureaucratic leadership, Transactional leadership (Mohsin, Ramli,. and Alkhulayfi, 2016). All
these leadership styles of leaders help in inspiring and guiding the employees in order to increase
the productivity and profitability of the company. Choice of leadership styles is always
depending on the situation or condition faced by the leader. Autocratic leadership style is the
type of leadership in which there is complete control of a leader.
Democratic leadership style in this style leader delegates the authority among employees
and take inputs from each employee and then make decision. Transactional leadership style in
this leader appreciate employees for their efforts. Coaching leadership style this style leads
indirectly, in this leaders coach and supervise their team members and employees (Gibson,. and
Parkman, 2018) . Laissez-fair leadership style in this leader delegate all responsibility to
employees and let them work their own without any interference. Dembies Wine Estate Hotel
leaders adopt transformational leadership style in order to motivate employees and pushing them
outside from their comfort zone.
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Transformational leadership style
Transformational leadership style in this leaders ofDembies Wine Estate Hotel motivate,
encourage and guide the employees, teams or groups and also promote trust and faith between
them to achieve the organizational goals in effective manner. This leadership theory believes that
leaders have good interactive and communication skills which influence and attracts the
employees to perform well in the organization (Salazar, 2018). This is also assumed that
follower’s or employee’s values, emotions, standards and goals can be changed by the leaders.
Transformational leadership is the procedure of motivating and encouraging and maintain or
create a good relationship between leaders and employees.
Leaders of Dembies Wine Estate Hotel need to maintain focus on the employees and try
to help them to understand their ability and potential. Leaders of Dembies Wine Estate Hotel are
the strong role model for their employees, motivate and influence the employees also boost their
moral to achieve unexpected or remarkable results. Leaders also influenced the employees to
share their innovative and creative idea to achieve the organizational goals (Yusuf, 2016).
Leaders teach their employees how to handle difficult situation and how to deal with the
conflicts and issues in the organization. Leaders ofDembies Wine Estate Hotel take care of the
employees needs and wants and help them to fulfil their needs through personal challenges.
Power of transformational leader is that they highlight their follower’s values, ethics, emotions,
needs, and morals. And this satisfy, motivate the employees and increase the level of performs of
the employees. employees of transformational leadership are motivated, engaged, satisfied, and
the positive attitude, less stress and perform high then expected level, this is very effective style
of leadership which attracts and influenced the employees to perform well and increase the level
of performance.
To become effective and good transformational leader, one is need to perform four types of
behaviour. First is ‘Idealized influence’ this category influence on that leader need to become
strong role model for the employees, by influencing and setting positive example for the
employees a leader can become a strong role model. Through their measures or steps a leader
can convey and transmit their ethical values with actions. Leaders of Dembies Wine Estate Hotel
work with their team or employees on common goal and leaders make some sacrifice to help the
employees to understand the goal. Such kind of behaviour of the leaders earns respect and
influence the employees towards leaders’ character and behaviour. Second category is
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‘Inspiration motivation’ it include development of a better and promising vision for the future
and transmit the vision to the employees by using inspiring stories, case studies, vivid imaginary
etc. it also includes encouraging and motivating employees to work hard and go far above than
roles and responsibilities to achieve the shared vision (Shao, Fengand Hu, 2017). The third
category is ‘Intellectual stimulation’ this involves motivating employees in order to solve the day
to day problems, issues by using or developing creative and innovative ideas to solve the
problems. In this leader try to perform according to the employees because sometimes employees
think out of the box and give effective ideas to the leaders. The fourth category is ‘Individualized
Consideration’ it includes teaching, guiding and coaching the employees to achieve the
organizational goal within the time frame. A good and effective leader always maintains good
relationship with the employees and encourages them to perform well. Leader of Dembies Wine
Estate Hotel develop effective vision for hotel and transmit the vision to employees in order to
accomplish the vision of the hotel. Leader also helps employees and solve their day to day
problems by creating effective ideas for them. Dembies Wine Estate Hotel leader guide and
direct their employees and teams toward the goals and objective of the hotel. Leader also
encourages employees to see what they are capable of within the hotel.
There is some disadvantage of Transformational leadership; sometime employees feel
pressure under this leadership and burn out (Hughes, 2015). If leader is immoral and self-serving
this creates negative impact on employees. This leadership style motivates and encourages
employees but this style is not applicable all the time, sometime this style of leaders is not an
effective motivator. Sometimes this leadership style also creates conflicts between leaders and
employees. In this leadership style leaders influence and encourage employees to do what is
good for the organization because of this employee are not able to focus on their self-goals which
leads disappointment.
2. critical assessment of the organisational responsibility & leadership can lead to generation of
corporate leadership systems for achievement of competitive advantage
Organisational responsibility is a concept that is having relation with the overall ethical
behaviour of various organisations while they are involved in conducting their business
functions. Organisational responsibility is a concept that is not limited to just one factor but it
consists of several other factors that are related to it such as it consist of concept of corporate
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social responsibility, corporate social performance, adoption of various leadership style etc. All
are part of the responsibility of a organization and are helping in smooth functioning of a
organisation. In every industry they are getting affected by the changing patterns and external
behaviour (Ng, ., 2017). In case of the hospitality industry also they are affected by the changing
nature of trends that are part of overall macro environment. Dembies Wine Estate Hotel is a part
of hospitality industry that is also changing very fast and all the activities of every department in
such industries are interrelated to each other. For the management of this hotel there are cretin
responsibilities that have to be fulfilled in the given course of time period as discussed below:
 Ethically responsible: In this concept it becomes major responsibility that the
major aim of every organization is to maximize their profits both ethics is a
subjective concept. Its definition and value differs according to region, ethnic and
industry type. Apart from various implied rules the opinion of the larger number of
individuals are more impactful for a particular group of people. So, in terms of
Dembies Wine Estate Hotel it can be said that ethical responsibility so towards
treating all their employees on equal grounds without nay discrimination based on
the religion, creed, caste or colour. Apart from this there must be fairness in overall
policy formation and implementation in the organization.
 Towards environment: the environment is actually providing all teh basic resources
for functioning of an organisation. So, in Dembies Wine Estate Hotel there must be
proper policies made so that there is no harm that is made to environment in terms
of anything wrongful act or by sued of plastic and they are complying with all the
regulatory requirements and best guidelines in their overall practises.
 Employment: In terms of employment it is the responsibility of managers in
Dembies Wine Estate Hotel that they must empower their workforce, maintain
open communication system so that if there are any issues faced by employees
those can be timely resolved, providing support to their employees so that they are
participating in various activities that are part of the wider community, working
closely with employees as individual units and then helping them in achievement of
their individual goals along with the overall organisational goals, ensuring that the
whole staff has high number of opportunities that can help them in their overall
growth and development. Sp, above discussed are some of the responsibilities that
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have to be completely implemented and adopted in Dembies Wine Estate Hotel so
that they are able to fulfil some basic responsibilities.
Responsible leadership: Responsible leadership is a basic process that is related with the
interaction taking place of the leaders in a organisation with all their stakeholders and then
integrating around the major objective and goal that has been set up by the organisation. It is
completely based on the overall values and ethical principles that can help Dembies Wine Estate
Hotel in getting a competitive advantage. There are five dimensions around which ethical
leadership revolves and these are discussed below:
 Awareness: In this the major responsibility of leaders in Dembies Wine Estate
Hotel is that to make a individual aware such that how can a individual person that
is employee for their organization can understand themselves as a person in terms
of their highest potential and capabilities. For this leaders have to make realise he
overall employee potential by setting higher goals to be achieved and motivating
them enough so that they are working towards achievement of such goals. For this
there is also a need to develop a competitive spirit in their workforce.
 Vision: In this it is the responsibility of various leaders in the organization that they
have to create a vision for their organisation and then convert that whole vision as
individual vision for their employees. Such as in Dembies Wine Estate Hotel every
employee must make realise that where do they see and envision themselves in
coming time period of 5 years, what are their short term and long term goals. All
this will help their workforce in developing an understanding of their present status
and future position where they want to reach.
 Imagination: In this it becomes the responsibility of the management and leaders
in Dembies Wine Estate Hotel that they have to make their employees imagine
something better and positive for themselves and the organization as a whole.
There has to be something different that an individual employee should think of
themselves while they are making such imaginative thoughts. It will lead to more
and better creative thinking of their employees that is going to lead towards more
innovation being made in the way services are being provided to their ultimate
customers at a given course of time. There can be imagination in three level such as
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by individuals who are working for organisation as how can see themselves
working in a different and more better manner. Organization can think of having
some more values and a better corporate culture for their all associated stakeholders
and lastly as societal as to how society can be benefitted from the overall services
of Dembies Wine Estate Hotel.
 Responsibility: It is the responsibility of the leaders in the organisation that they
have to maintain their duty and realise it for workforce also so that they are able to
understand the course of duties that they have to perform in the course of
achievement of their objectives. In Dembies Wine Estate Hotel, management has to
make sure that their employees have to be responsible enough and make their staff
more accountable so that they can perform their functions (Zimmermanand Ng,
2015). On part of the organisation have to be more accountable for development of
corporate strategies at various levels so that overall higher contribution can be
made by their all internal stakeholders.
 Action: it is the most important aspect that has to be performed by the management
and leaders of an organization (Ngai, Tao, . and Moon, 2015). In Dembies Wine
Estate Hotel, the leaders have to make plans for future, Such as they have to make
their individual staff to develop overall strength and character to inspire themselves
and other colleagues to make their best contribution towards the goals of the
organisation. From organization point leaders have to make the management
understand how they can cultivate more values so that they can inspire their
employees for working towards the organisations set goals.
3. Critical evaluation of Corporate Social Responsibility
Corporate Social Responsibility or social responsibility is a form of corporate self-
regulation integrated into a business model. Ideally, CSR policy would function as a built-in,
self-regulating mechanism whereby business would monitor and ensure it support law, ethical
standards and international norms. Business has long recognized its role alongside others in
contributing to the development of a communities in which it operates.
Corporate Social Responsibility is not just an issue for large multinational but its
voluntariness, diversity and flexibility are vital to allowing all businesses, regardless of size or
location, to consider how best they can respond to the realities of their marketplace. Social
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responsibility of business is an ethical concept involving nation of human welfare and improving
the quality of life in society. Social responsibility is obligation of a business to take those
decisions and perform those actions which are considered desirable in respect of and values of
society. Corporate Social Responsibility is the socially responsible investment of Dembies Wine
Estate Hotel. Dembies Wine Estate Hotel is engage in CSR activities which help in improve the
performance of hotel and with this hotel also able to establish higher complete managerial
system. Dembies Wine Estate Hotel benefit society and with this they are able to build good
image of their hotel in the market. By implementing CSR activities employees and employers of
the hotel feel more connected to society, this encourages them to work hard for society as well as
for an organization.
Benefits of Corporate Social Responsibility to Dembies Wine Estate Hotel
Improve Public Image – In today’s economy social responsibility is that it improves public
image.Dembies Wine Estate Hotel enhance their public image with which they gain more
customers, better employees, more responsive money market and many more benefits.
Hotel’s better public image should support social goals (Trottier, 2016). CSR activities of
hotel aim towards the welfare of society and this help to develop a positive image of the
hotel. CSR activities of hotel also enhanced goodwill and reputation, on the one hand, attract
better employees to join the hotel, and on other hand attracts more customers – people do
prefer to patronize a hotel because its positive image in society.
 Help in survival and growth – In recent times, the concept of CSR has turn out to be a
vital strategy for companies to survive in a ruthless market environment. In today’s
environment where markets shift and consumer’s preferences become even more
unpredictable and complex, CSR can become a powerful tool for survival and growth.
CSR activities of Dembies Wine Estate Hotel attract more customers and talented
employees which help in hotel’s survival and growth (Sunstein, 2018).
 Facilitates changed consumer expectation – Consumer have become more conscious
about their rights and are also more demanding. They against supplier of harmful/inferior
goods and services and other unethical practices of business. HotelDembies Wine Estate
always perform those CSR activities which are in the favor of their society. Hotel higher
authorities always take care of the society and perform their activities in ethical way.
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 Attract better human resource - CSR is seen to be a great way to attract good talent and to
retain them. Social initiatives are a good way to satisfy the emotional and social needs of
employees by helping them contributing towards the good of society. Hotel perform their
social responsibility in effective and proper manner and this attract talented candidates.
 Fulfil change public expectation of hotel – In context to present economy social
responsibility is important because public expectations from hotels have change.
Dembies Wine Estate Hotel is existing because they are able to satisfies the valuable
needs and wants of society (Kang, Germannand Grewal, ). Hotel perform their CSR
activities in responsive manner this change the customers’ expectations of hotel. Society
gave hotels its charter to exit, and charter can be amended or revoked at any time that the
hotel fails to live up to society’s expectations. Therefore, if hotel wishes to remain viable
in the long run, it must respond to society’s needs and give the society what it wants.
Dembies Wine Estate Hotel able to fulfill all the needs of their society.
 Provides better environment for hotel – Social responsibility create better environment
for hotel. This concept rationalize that a better society produces environmental conditions
more favourable for hotels operations. Dembies Wine Estate Hotel is responsive to the
improvement of community quality of life will as a result has a better community in
which they conduct their hotel business. Because of this employee’s recruitment will be
easier, and employees will be of high quality (Rodriguez-Fernandez, 2016). Turnover and
absenteeism will also reduce.
 Help in avoiding government regulation – Government is massive institution with great
arms. It seeks to regulate business in the public interest. Government regulations is costly
and denies the much-needed freedom in decision making. Before the government
stretches its long arms, business should discharge its obligation to society. Dembies Wine
Estate Hotel implement CSR activities in proper manner and in the favor of society this
help in avoiding some government regulations from the hotel.
 Maintain balance of responsibility with power –Today’s changing economy emphasis
that social responsibility should be related to its power (Schäfer, 2016). It is reasoned that
businessmen have vast amounts of social power. They do affect the economy, minorities,
and social problems. In turn, an equal amount of social responsibility is required to match
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their social power. Dembies Wine Estate Hotel maintain balance between power and
responsibility, they take care of their economy and social problems and always help their
government in building economy by fulfilling social responsibilities.
4. Benefits of social media and its related risk to Dembies Wine Estate Hotel
Social media are an interactive computer-based technology, which provide formation,
creation and sharing of data, information and ideas, interests by using online communities and
networks. Social media consist websites and applications that authorize users to form and share
content or to take part in social networking. Social media incorporates the online technology and
methods through which people share content, personal opinion, different perspectives and insight
into world issues generally discuss the evaluation (Li, Zhao, and Begley, 2015). Dembies Wine
Estate Hotel use social media for marketing their business, now a day’s social media is effective
and convenient marketing tool for Hotels. Dembies Wine Estate Hotel use social media to attract
more customers so there are benefits of social media and its related risks faced by management
of hotel are discussed below –
Benefits of social media toDembies Wine Estate Hotel
 Social media create big opportunity for Dembies Wine Estate Hotel to reach large
number of people and attracts more and more customers towards their hotel.
 By using social media marketing Dembies Wine Estate Hotel connect directly with their
customers and they also get to know that who is interested in their hotel by follow Hotel’s
account on social media (Jin, Seo and Shapiro, 2016).
 It is an advantage of social media marketing that it helps in building brand image in the
market. With this Dembies Wine Estate Hotel build strong brand image and brand loyalty
in the market.
 Social media also give chance to evaluate the performance of the hotel through tracking
hotel’s social media marketing campaign.
 By creating or posting effective and organic content Dembies Wine Estate Hotel attracts
customers.
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 Social media also provide paid advertisement facility, every social media platform
provide their own form of paid advertising. Paid advertisement helps in connecting with
people who haven’t visit Dembies Wine Estate Hotel website still.
 Social media also drive traffic towardsDembies Wine Estate Hotelwebsite through
posting content with link to their website.
 With the help of social media Dembies Wine Estate Hotel get to know their customers
better and with this manager of hotel is able to share valuable content with their
customers.
 By using social media marketing, management of hotel is able to connect with their
customers easily and with this they provide better service to the customers.
Risk of social media toDembies Wine Estate Hotel
 Sometimes manager ofDembies Wine Estate Hotel receives negative feedback or
comment on their website.
 Hotel’s manager always take care while posting content on social media because posting
ineffective or inappropriate content leads to embarrassment
 Spending lot of money and time on social media distract the manager ofDembies Wine
Estate Hotel which is also create some amount of risk for hotel.
 Social media reduce the chances of face to face communication, which is the biggest
disadvantage forDembies Wine Estate Hotel.
 There is chance of fraud and scams on social media, so manager of hotel needs to use
social media carefully with full security of networks.
 Social media build image also ruin reputation in seconds just by creating wrong story
and spreading it. Due to this hotel can suffer loss because of bad reputation.
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Social media have advantages as well as disadvantages, so manager Dembies Wine Estate
Hotel need to use social media carefully it attracts customers but sometime it creates negative
impact on the customers, and it is also not possible that the Hotel always receive good and
appreciable comments on their website, sometimes it is possible that they receive negative or bad
comments. So, management of hotel need to prepare themselves for every kind of situations.
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CONCLUSION
It can be said from the above discussed points that in case of hospitality sector it is affected
by various changing trends that are part of the micro and macro environments. Such as there are
many leadership styles that have been formulated and cane be adopted fir smooth management of
overall functions of the organisation. Apart from this it si a requirement that there must be a
responsible organization that can help in facilitation and achievement of competitive advantage
fir a organization as compared to their other competitors. CSR is a concept that has gained lot of
popularity and its importance is increasing with time so that organisation are becoming more
socially accountable and responsible. Social media is also a platform that is getting very popular
in the present scenario that is helping organization in promoting their brand and it is a very cost
effective tool that can help in making high promotions, getting customer feedbacks in terms of
reviews provided all this helps these organisations in timely changing of their strategies if they
are not in accordance with changing customer requirements.
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