Emerging Trends in the Hospitality Industry

Emerging trends in hotels

Table of Contents
INTRODUCTION...........................................................................................................................1
Different leadership styles and its practices................................................................................1
‘Organisational responsibility’ and ‘responsible leadership’ are two especially important
concepts in the hospitality industry. Critically evaluate the application of these concepts in
your chosen organisation. (Consider their implications for private, public and third sector
institutions...................................................................................................................................5
Critically examine how CSR (Corporate Social Responsibility) delivers benefits to your
chosen organisation as well as to the wider community incorporating hospitality industry,
government, and civil society. ...................................................................................................7
Social media practices and implications...................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality industry provides facilities, services to the guest that include food, lodging,
drink service, theme parks and transportation and also involves hotels, restaurant bars. There are
various sectors with in hospitality industry such as accommodation, motels, Bed & breakfast,
resorts, service apartments, food, restaurant, bars& cafe coffee shops or many others. It also
collapse with tourism industry. This industry is very loyal towards their customers and
employees , it gives 24x 7 services and this industry also known as high revenue generation
organization. Hotels plays very crucial role in hospitality, it is responsible for check-in, check-
out, registration activity or room allotment etc. there are four departments in hotels :
housekeeping, food production two major department is front office and food and beverage
because it generates high revenue for the organization (Franco and et. al., 2020). This report
determine premier inn which is British hotel chain and UK's massive hotel brand, it operates
hotels in different locations such as city centres, suburbs and airports competing with likes of
travelodge and ibis hotels. It also takes different leadership styles and their practices ,
organisation responsibility and responsible leadership, corporate social responsibility and in last,
evaluation of social media practices.
Different leadership styles and its practices
Leadership style: Delegating, supporting, coaching, directing is known as leadership
style ,it simply means gives direction, implementation of plans and motivating people. A leader
have to adopt great influence power for its followers that is the way they gives direction to its
subordinates and motivate them to acquire aims and objectives of the company (Bae And et. al.,
2021). It covers motivation factors for others to perform creative and innovative which gives
opportunity to the organization as well as employee for future development. There are different
styles of leadership which is used by premier inn hotel which is given below:
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Autocratic leadership: It gives clear vision towards their work in a ethical manner
which is easy to follow command. It focused on both direction through the leaders and controls
of the followers. This leadership style develop appropriate division among the leaders and the
members. Autocratic leaders are able to make their decisions independently, there is no need
any kind of input from the rest of the group (Ge, 2020). However, decision making was less
originative under authoritarian leadership. This leadership style is best applied to conditions
where nominal time for group decision making or where leaders is most knowledgeable member
of the group. This approach can be excellent when the situations calls for decisive actions or
rapid decisions. It frequently behave in a particular way to develop dysfunctional and hostile
environments, often contends followers against the domineering leader.
Participative leadership: the most effective or democratic leadership style, it gives
guidance to group members, but it allows input from other group members and also participate in
it and also boost their member to take participation but continue to have the final say in decision
making process. Members feels engagement in this process and are more creative or motivated.
Participative leaders make followers feel like they are essential part of the team, which helps
encourage the development of commitment to the goals of the group.
Delegation leadership: It includes to give no guidance to group member and leave the
decision making up to group members. While, this style can be useful in situations including
highly qualified experts, and it often leads to poorly elaborated roles and lack of motivation.
Transformation leadership: It identified as the single most effective leadership style.
Transformational leaders are able to motivate and inspire followers and to straight positive
changes in groups. These leaders regularly to be emotionally intelligent, passionate and
energetic. They are not only committed to helping the company accomplish its goals, but also to
assisting group members full fill their potential. This leadership styles gives their outcomes in
high performance and more improved group satisfaction than other styles of leadership (Dobie
and et. al., 2018).
Transactional leadership: it shows the relationship between leaders and followers as a
transaction. To come at a position in a group as a member. Individual has agreed obey the
leader .In most situations, this includes the employer- employee relationship and the transaction
focuses on follower completing given task in exchange for monetary compensation. The main
benefit of this leadership style is that creates clearly elaborated roles. People know what is the
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requirement to do work and what they will be achieving in exchange. This leadership styles gives
great deal of supervision and direction, if required.
Groups members are motivated to perform well to receive rewards. One of the major
drawback is that the transactional style regularly to restrain creativity (Patterson and Balderas,
2018).
Situational leadership: It is significant influence of the environment and the situation on
leadership. There are primary styles of leadership including in this:
Telling: people what to do.
Selling: Influencing followers to buy into their ideas and messages.
Participating: Give chance to group member to take more effective role in decision
making process.
Delegating: Including Hands off approach to leadership and allowing group members to
make the majority of decisions.
In addition of premier inn, It follows these leadership styles to maintain the efficiency of
the organization so business can run smoothly and effectively to generate more revenue and
profitability.
Leadership practices: Strategies and action take by leaders and implement in order to
consistently assist their team better themselves and acquire growth is known as leadership
practices. There are various practices of leadership which is under beneath below:
Challenge the process : Seek challenging opportunities to change, grow, innovate, and
improve at personal or organizational level (Liu and et. al., 2019).
Experiment includes risks and boost others to do so. Develop a culture in which people
feel able to acquire from the accompanying mistakes.
Inspire a shared vision: make a vision for an uplifting future where individuals feel
energised through the organizational or team aim.
Enlists others in this common vision by attention getting to their values, interests, hopes
and dreams.
Enable others to act: Collaboration through promoting co-operative goals and
developing trust between team members and leaders.
Sharing information and power and By enhancing their discretion and visibility.
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Model the way: It means being prepared to go first, it is an set of an example for others
how leaders behave with values of the organization.
Plan basic goals that promote progress in individuals and teams, then develop on these to
maintain impulse.
Boost the heart: Recognise individuals team contributions to the excellence and get
success of every projects.
Celebrate team or individuals achievement regularly and look for keep engaging and
novels ways to do.
In relation of Premier inn, organization follows all these leadership styles and practices
which is very essential to run a business, company wants leaders not followers to enhance the
productivity as well as brand value.
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‘Organisational responsibility’ and ‘responsible leadership’ are two especially important
concepts in the hospitality industry. Critically evaluate the application of these concepts in
your chosen organisation. (Consider their implications for private, public and third sector
institutions.
Organisation responsibility and leadership responsibility plays an important role in the
growth of the organisation because proper management and control in the organisation helps
them to increase there productivity so that more revenue can be generated (Duffy and Watts,
2020). These two concepts helps the business in improving their services and providing the best
services to the customer. A leader in the organisation can make or the break the performance of
the business because leader is the one who fulfils the responsibility of the business both
individual skills and business skills are required to a become a successful leader in the company.
If the leader is not happing the proper knowledge about the business then it can affect the the
profit and productivity of the business. Bringing the mutual respect among the employees is very
important feature of the responsible leader because if employees will not treated equally in the
business then it can also affect the performance of the other employees and if employees will not
perform effectively then it will also effect the customers satisfaction which can be big loss for
the organisation. In the hospitality industry like Premium Inn organisation has various
responsibilities like safety of their employees and customers so that their performance can be
enhanced in the market and good will can be earned. Proper management helps in developing the
demand organisation which helps in increasing the market share of the organisation. A
responsible leader is the one who coordinates the activities of the business in an effective manner
so that resources can be utilised properly. Leaders in the organisation guides and motivates its
employees so that goals of the organisation can be achieved if the employees is working hard for
achieving the targets of the business then leaders can motivate them by providing an appraisal
for their work which will influence the other employees also and will improve their performance.
Leaders in the organisation have to go through certain risk in order to achieve its target in the
market (Modarres and Pezeshk, 2017). In order to achieve success responsible leader should
have some personality traits and skills like Honesty, long-term perspective, empathy, respectful
etc. if the leader have these then it helps leader in reducing conflicts in the organisation and
increase the performance of the business. Also it will helps the employees in creating a healthy
working environment. Premium Inn is one of the best luxurious hotel in UK It has 72 rooms and
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800 hotels which operated in various locations. They provides the best services to the customer
due to which it is one of the top hospitality industry in the market. Premium Inn follows the
organisational responsibilities so that its services can be improved and customer loyalty can be
increased. In the different sector of hospitality businesses these two concepts helps organisation
to achieve its targets effectively (van Drunen, 2020). Effective managers in the organisation
aims in putting their activities in a proper place so that consistent result can be achieved with the
best use of talent in different level. In the well reputataive organisation well skilled employed are
very the important. if the organisation will hire the less skilled employees then it can affect the
functioning of the business. Because the services which will be provided by the employees will
not satisfy the expectation of the customer which can also decrease its demand in the market.
The main motive Premium Inn hotels is to satisfy the needs and requirement of the customer by
their services. Hospitality industries in various sector are based on the face to face interaction
proper communication between the management and customers helps the organisation in getting
positive feedback from the customer. To increase more demand in the market leaders can use
creativity and innovation in the organisation will the attract the attention of the user. Innovative
leaders in the organisation are always motivated towards the achievement of goals they comes
with new ideas and techniques in the market so that effective services can be provided to the
customer. In the competitive world every business wants to achieve the success by standing out
so that it can provide new and innovative services in comparison to other companies.
Responsible leader in the organisation assures the satisfaction of the customer by taking the
timely feedback from customers. Feedbacks are always helpful in improving the services of the
business so that customer loyalty can be maintained in the organisation (Al Habsi, 2018).
Impact of ‘Organisational responsibility’ and ‘responsible leadership’ in premium INN hotels
 It helps the organisation in building the brand images in the marketing by providing the
satisfactory services to the customer which also the organisation in increasing its profit
and enhancing the public relations.
 If the organisation and leaders are fulfilling there responsibilities properly then it the
business in lowering their operating expenses because proper management in the
organisation has been applied.
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 It also helps the organisation in proper decision-making with the involvement of
employees which helps in the fast growth of the company because effective planning of
strategies in the organisation takes place.
 A responsible leader is always accountable for the work which is assigned to them which
also helps the organisation in avoiding the chances of loss in future.
 Organisational responsibilities also plays an important role in the growth of the economy
because if the organisation will not perform accordingly to the needs and requirement of
the society then its performance and goodwill can get affected.
An successful leader in the organisation is always team oriented becoming team player is very
important in the organisation it is the essential trait of the leader to develop its team members
which help the organisation in increasing its profit in the market.
Critically examine how CSR (Corporate Social Responsibility) delivers benefits to your chosen
organisation as well as to the wider community incorporating hospitality industry,
government, and civil society.
Corporate social responsibility is the business model of self regulation with the
goal of socially responsible. Company must involve in CSR activities to enhance societies and
the environment rather of contributing negative impact on society. CSR is much wider concept
which depend on particular organisation. As per growing demand of CSR, its now become more
important to maintain societal conscious image of the company. CSR is valuable for both
company and society. The main motive behind CSR activities to ensure societal goals with
profit maximization.
CSR activities create positive brand image in the eyes of costumer which facilitate
company for the survival in long run. The properly executed CSR aspect will generate varieties
like competitive advantage, consumer commitment, improve brand reputation, increase sale,
productivity and profitability of the company. CSR activities include environment suitability,
charity, social equality which helps in the development of economy
(Franco and Del Chiappa, 2020). If the business is satisfying the economy by its services then
its profit and demand will automatically increase in the market. CSR helps in developing the
brand image which save the cost of the business in promoting their products through different
platforms. Every organisation wants to earn profit by promoting its products in the market which
sometimes effects the financial stability of the business but with the help of CSR company can
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easily achieve its profit in the market by creating its brand awareness which will develop the
market share of the company.
Benefits of Corporate social responsibilities in Premium Inn hotels:
 Building the brand image: Corporate social responsibilities helps in building the images
of the organisation providing by the best services to the customer. If the economy will get
good quality of provides and services then it helps the organisation in increasing the
customer loyalty and brand image of the business (Bae and Guedhami, 2021).
 Employee motivation: CSR helps the organisation in improving the performance of the
business by guiding and motivating the employees so that they can perform well. if the
organisation will invent new tools and techniques in the business then it develops the
interest of the employees towards the achievement of the organisational goals.
 Risk management: CSR helps the organisation in managing the risk in the organisation
by providing the proper management in the organisation which helps the business in
avoiding the risk factor in the organisation.
 Cost saving: CSR helps in proper utilisation of resources which helps in saving the time
and money of the organisation. If there will be unnecessary use of resources in the
organisation then it will increase the expenses of the business which can also effect the
financial stability of the business.
 Reducing the regulatory burden: Corporate social responsibilities helps in maintaining
the goods relations with the local authorities which helps the organisation performing
their activities effectively.
 Business opportunities: Corporate social responsibilities helps in developing the new and
innovative techniques in the business which helps in growth of the business.
 Increase in sales and customer loyalty: Corporate social responsibilities helps the
business in the welfare of the society if the organisation will develop its services
accordingly to the need and requirement of the society then it will helps the Premium Inn
in increasing its demand and customer loyalty in the market.
 Satisfaction of employees: CSR helps in the satisfaction of employees by providing the
positive working environment to the employees if employees in the organisation will be
satisfied with the services of the company then they will refer the organisation to their
friends and relatives which will helps the organisation its market share.
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 Customer satisfaction: CSR helps in improving the customer attitude towards the
organisation which is very important for the organisation to grow in the market. If the
customer will like the services of the business then it helps the organisation in increasing
its demand and profit in the market if the customer will be satisfied will be satisfied with
the services of the organisation then it will also helps in the development of the economy.
Motive of every organisation is to increase its profit by the product and services which
they are providing. If customer will not get satisfied then it can affect the growth the and
reputation of the company.
 Long term survival of the business: if the organisation will fulfil the needs and
requirement of the business properly then. It will help in the long term survival of the
organisation in the market which can be a big achievement for a company. Long term
survival of the organisation is totally dependent on the services which the organisation is
providing to the customers.
 Advantage over competitors: CSR helps the Premium Inn in standing out from the
competition in the market. if the organisation will provides the goods products and
services to the customer in comparison to their competitors then their demand and profit
in the market will keep on increasing. Planning a new strategies helps the organisation in
providing the varieties to the customer (Dobie and Lagiewski, 2018).
There are various advantages of Corporate Social Responsibility in the organisation which helps
the Premium Inn to grow in the market and also helps in developing the positive relationship
with the society which helps the developing the brand awareness in the market so that growth of
the organisation can be increased in the market. CSR helps the Premium Inn in effective
utilisation of resources which the company in maintaining their financial stability. CSR helps the
organisation in following the proper rules and regulation of the government so that business can
perform its activities without the interference of the government. Proper management of
resources is very important in the organisation to grow in the business in the market. If the
organisation will not use its resources properly then it get affect the growth of the business. If the
company is also working for the welfare of the society then it gets the full support of the
government to perform its activities which helps the business in increasing its profit in the
market.
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Social media practices and implications
Social media practices includes various practices to acquire business such as it research
on customers, take a competitor audit, maintain brand value as well as Image, choose appropriate
time and amount to post, use tools and techniques to plan, respond to customers immediately. It
involves various social media platforms like Facebook, Instagram, twitter, trip advisor that
shows high attention towards the customers which is very beneficial for the company because it
reduces the cost and acquire huge footfall (Seal, 2019). It also valuable for taking feedback
about services and facilities in comment box or public views that assist to analyse where have to
do improvement for sustainability of business. If company doesn't know about targeted audience,
they unable to give them what they want actually and not able to full fill organization
expectation. To learning about audience first of all to analyse website and social media analytics,
clear vision about the value fort product and services, develop a target for market statement.
Company have to give advertisement on social sites and target the market. Observe the best
network which is helpful for the company. There are so many organization to spread all over the
market but at some point it is worthless because no assurance about targeted customers, some
people might be ignore the services so, company have to be targeted travellers, commercial
people and youth etc. they are willing to pay, also exist the hospitality. Digital marketing plays
very essential role in every commercial enterprise because today's time is totally depend on
online business or E- business that include sharing information across the internet and exchange
of goods and services between business (Shneikat and Alrawadieh, 2019). The importance of
this enterprise is to connectivity by internet, intranet or extranet, this strategy aims at reducing
operating costs to enhance productivity and improve bottom line. It authorise better responsive to
consumer needs, clear communication with business and make good relations with vendors. It is
a platform for companies to become more effective to promote operational flexibility. In addition
to premier inn the concern organization are able to collect information about their consumers to
develop marketing strategies, customer service and sales. Social media is responsible for
awareness among the people which shows the appropriate outcome of the company about
ratings, perceptions, quality of service as well as product. If organization gives best to their
guest, definitely customer will satisfy, once they get satisfaction organization will enhance in
every prospects.
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If organization looking forward to maintain customer relation, they have to make
comment section and allow to them put the questions either it's Facebook, twitter or any other
social media. This thing is beneficial for the organization to develop good and healthy
relationship. They should keep customers informed alert them to promotions or problems, when
something going on in the company, take out in front of people with the help of website. Let
people know about company is aware of the problem and they are working (Vij, 2019). Other
way to make impression on customers so it to use social media to advertise sales or promotions
and give discount codes to their social media followers and also provide some complimentary.
Use social media to turn neutral or negative experience into positive one, it is very essential to
acknowledge each and every customer's point of view. On online platform, if a brand publicly
admits someone , half the battle is already acquire since every consumer rightfully demands
organization attention.
In the relation of premier inn, organization must use social media to highlight customers.
If guest done cool and interesting things with companies product or service. They have to give
spot light on them, guest will happy and might be it will bring business for the organization.
Use social media to humanize brand, Company have to do some social culture activities
or charity so customer feel like happy and can relate to it. By giving organization a human face,
that is taking individual or different people to manage each companies social media networks.
Customers get to know by name, photos and post , organization assist develop customer
relationship. In last the major concern don't use social media channels to sell or pressure
consumer, guest are not looking forward for sales influencing and press releases, they want help
support to acquire the most they can from organization products and services (Kim and Jeong,
2018).
These all factors included the how to use social media practices and implement on it, for
betterment of customer satisfaction and experiences. How to enhance the brand image as well as
value which gives immaculate outcome to company so that business can run significantly and
generate more revenue or profit which every company wants to accomplish their goals (Cain,
Thomas and Alonso , 2019).
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CONCLUSION
It is deduced from the above report, about findings such as different leadership styles and
its practices, it shows how leaders works in organization for accomplish their aims and
objectives with the help of their practices and methods. Organizational responsibility and
responsible leadership plays a crucial role because , it's all about to increase the productivity and
develop the skills in the employees to encourage them to do something creative or productive.
CSR increase the society and environment value , it gives various opportunities to the business in
terms growth. In last social media is the best platform to check the company status for the
improvisation and give the customer satisfaction.
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REFERENCES
Books and Journals
Al Habsi, Z., 2018. Analysing the interrelationship between CSR activities and the value co-
creation process to enhance employer branding within the Omani hotel
industry (Doctoral dissertation, Brunel University London).
Altin, M. and et. al., 2018. Performance measurement and management research in the
hospitality and tourism industry. International Journal of Contemporary Hospitality
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Bae, K.H. And et. al., 2021. Does CSR matter in times of crisis? Evidence from the COVID-19
pandemic. Journal of Corporate Finance. 67. p.101876.
Cain, L.N., Thomas, J.H. and Alonso Jr, M., 2019. From sci-fi to sci-fact: the state of robotics
and AI in the hospitality industry. Journal of Hospitality and Tourism Technology.
Dobie, S. and et. al., 2018. Hotels as critical hubs for destination disaster resilience: an analysis
of hotel corporations’ CSR activities supporting disaster relief and
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Shneikat, B. and Alrawadieh, Z., 2019. Unraveling refugee entrepreneurship and its role in
integration: empirical evidence from the hospitality industry. The Service Industries
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van Drunen, M.Z., 2020. The post-editorial control era: how EU media law matches platforms’
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