Emerging Trends in Hospitality

This report explores the emerging trends in the hospitality industry, focusing on leadership styles, organizational responsibility, and responsible leadership. It also discusses the benefits of corporate social responsibility in the industry. The insights are based on Tan Hill Inn, a hotel in the United Kingdom.

Emerging trends in
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Analysis of leadership styles within the organization.................................................................1
Evaluate the concept of organizational responsibility and responsible leadership in hospitality
industry........................................................................................................................................3
Benefits of CSR in hospitality industry:.....................................................................................6
Evaluate social media practices in context with organisation and implications for better
customer satisfaction and experiences. ......................................................................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry is a part of services industry that works to provide effective services
to their guests and high level of satisfaction form those services. In hospitality industry 5 major
sub sectors are included such as events (Altinay, and Taheri, 2019). Tours and travels, food and
beverage, lodging services, and hotel services. The main concern of hospitality industry is to
provide product and services to the customers which can provide them effective satisfaction.
There are various trends in hospitality industry that increase the level of customer satisfaction by
providing them services according to the needs and wants of the customers. This report is based
on Tan Hill Inn, United kingdom, hotel is British highest public house at 1732 feet above the sea
level. Hotel provide excellent services to its guests variety of choices in those services. They
server home made food to their customers. This report includes information about different
leadership style within an organization, also importance of organizational responsibility and
responsible leadership. Further, it include corporate social responsibility and its benefits to the
organization. In the last it include various social media practices that company use for the better
implications for better customers experience and satisfaction.
TASK 1
Analysis of leadership styles within the organization.
Emerging trends:
Trends are the normal direction in which product and services change according to the
needs and demand of people. Emerging trends are one of the most growing and developing areas
in the market. In the context of hospitality industry emerging trends are the areas where business
change their management and work ethics (Boella, and Goss-Turner, 2019). In hospitality
business people are more interested towards emerging trends. In the context of Tan Hill Inn,
leaders of the hotel ensure that they have all the information about current market trends. Also
they focus on the various strategy that can help them to understand about what going to happen
in the future.
Impact of emerging trends on hospitality industry:
Various trends in hospitality business have huge impact on the business. Trends in
hospitality industry increase the level of competition in the market. There are many business that
use this trends in order to deal with the competitors in the industry. Technology and innovation
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in hospitality sector become important factor that increase the level of the competition. In the
context of Tan Hill Inn, hotel also follow various trends in order to deal with external challenges.
These trends helps the business of Tan Hill Inn to provide customers effective level of
satisfaction.
Specialist areas in the hospitality industry:
These areas of the hospitality industry include in the appropriate management of the
hotel(Chen, Weng, Hay, and He, 2018). All the hospitality businesses has their own specialist
department that help them in better functioning of the department. Below are various specialist
areas of Tan Hill Inn is explained.
Specialist Chef: These are the individuals who helps hotels and restaurants by providing
excellent quality of food and beverage services to the guests. In the context of Tan Hill Inn, chefs
of hotel has excellent skills in cooking that help them to provide effective quality of food to the
guests. They provide home-made food and beverage to their customers.
Food stylish: A food stylish is individual who showcase food for photography, video or
film making. They make food more presentable to their customers. Food stylish of Tan Hill Inn,
decorate food in more effective way that attract customers towards the business.
Different approaches to the leadership in the hospitality industry:
Leadership is the process that helps business to influence the employees of the
organization in order to effectively work towards the common goal and objective of company.
Leadership help business to make effective strategy in order to gain competitive advantages.
Leaders of Tan Hill Inn, focus on their management style in order to provide effective outcomes
to the organization. They work on the positive affect on the business of respective hotel rather
than just doing their jobs. There are different type of leadership styles that helps organization and
their leaders to perform effectively.
Democratic style:In this leadership style leaders ensure that all the members of the
organization equal participation in the decision marking process(Fatima, and Elbanna, 2020).
Leaders encourage group members to share their ideas and information in order to make business
more effective. Also leaders reward those employees in the organization who provide most
effective idea to the company. In the context of Tan Hill Inn, leaders of the hotel use this
leadership style when they need creativity and innovation in the hotel. It helps them to get more
innovative ideas and information from the various employees and staff members.
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Transformational leadership: In this style of leadership leaders of the organization
works with their followers in order to know about the needed change in the business. They create
vision that helps in guiding the subordinates towards the effectiveness in their work and
productivity(Fliess, 2020). Leaders inspire their subordinate in order to create change in the
business and their working process. In the context of Tan Hill Inn, leaders of hotel use various
elements of transformational leadership in order to motivate their staff members and encourage
them towards the effective growth of the organization. They use four factors of this leadership
style, idealized influence, inspirational motivation, intellectual stimulation and individual
consideration.
Transactional leadership: This leadership style is a part of managerial leadership that
focus on supervision, organization and performance management. Transactional leadership is the
process by which leaders of the organization bring desired action from the other people by the
use of reward management. In the context of Tan Hill Inn, manager of hotel provide excellence
performance in appropriate management of food and beverage department and get rewards
accordingly. Leaders of Tan hotel focus on the efficiency in the work of all the subordinate so
that they can provide effective outcome and productivity in the business.
Thus, from the above description it can be understand that various leadership styles plays
an important role in the growth and stability of the hospitality business in the market. Use of
effective leadership style helps in better growth of employees and increase the efficiency in their
productivity. Tan Hill Inn, hotel use these leadership styles to increase the level of effectiveness
services of hotel. That helps in better customer satisfaction, also it assist hotel towards the better
growth in the market.
Evaluate the concept of organizational responsibility and responsible leadership in hospitality
industry.
Organizational responsibility and responsible leadership is most important concept of
business that provide insight about the various ethics that business follow in order to maintain
responsibility in the society(Goh, and Lee, 2018). Organizational responsibility in hospitality
business refer to the various aspect of business follow in order to fulfil the needs and wants of
social responsibility in the country. Whereas responsible leadership refer to the steps managers
and leaders undertake in order to provide mutual respect to the environment and working
environment. Responsible managers in the organization has problem solving skills that help
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employee and other staff members to work in most effective manner. Below is detail explanation
of organizational responsibility and responsive leadership in the context of Tan Hill Inn.
Organizational responsibility in hospitality industry:
In hospitality industry business follow corporate social responsibility in order to provide
better environment and growth to the customers and society(Gupta, Das,and Imran, 2019).
Corporate social responsibility is the concept of management that business follow for the
concern of environment and society. They ensure that they provide effective environment to the
people and society in order to increase the level of business practices and growth in the market.
Corporate social responsibility:
It is the process by which businesses analyse the needs and wants of customers and also
they focus on the interest of employees, suppliers, shareholders, communities and the planet.
Corporate social responsibility helps businesses to improve financial performance in the market.
That helps in the better growth and effective level of profitability. It also helps business to reduce
operating cost in order to gain effective productivity. Below are various benefits of CSR
activities in the business.
Increased productivity and quality: In the context of Tan Hill Inn, implementation of
CSR activities helps them to increase the productivity and quality of food product and services.
Corporate social responsibility helps hotel to make positive impact on the staff members and it
assist them towards providing better productivity and quality.
Customer loyalty: Corporate social responsibility helps business of Tan Hill Inn to gain
customer loyalty in the business. Effectiveness in the business practices influence customers to
become loyal customer of the hotel. Suitability in the increase the level of effectiveness in its
product and services which helps Tan Hill hotel to attract more customers.
CSR strategy practices of Tan Hill Inn:
Clear policies: In the context of Tan Hill Inn, hotel always focus on providing clarity and
transparency in their business that helps them to gain effective outcome and increase the level of
customers' trust(Hadfield, and Ungar, 2018). Clear policies about the various activities that
hotel done in order to make its business grow in the market increase effectiveness of business.
Tan Hill hotel provide appropriate information to their customers and stakeholder in order to
maintain the business ethics and responsibility towards the society.
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Effective use of resources: Tan Hill Inn, ensure that they use all the resources in most
effective manner that it can reduce the cost of operation and increase effectiveness in the
productivity of business. Leaders of the hotel ensure that they utilize all the resources in the
organization in effective manner to achieve goals and objectives of their business. They provide
effective training and development to their staff members so that they can perform in the
organization in most effective manner. In food and beverage department of the company they
ensure that quality of food and drinks should be according to the needs and wants of the
customers so that they can provide them better experience.
Waste management:It is one of the most important strategy that leaders of Tan Hill Inn
use in order to manage waste in the hotel. This assist company towards the effectiveness and
reduce waste so that productivity can improved(Hall, and Prayag, eds., 2019). Hotel use waste
material and recycle it for the future efficiency. In this leaders use effectiveness in their decision
making process in order to gain best strategy for the business.
Thus, from the above discussion it can be understand that CSR strategy is the important
part of hospitality business that helps in better growth and increase the level of effectiveness in
the business.
Corporate social responsibility in different hotel chains:
CSR at Hilton Hotel: The success of the business of Hilton is linked to the ability of
hotel to perform various CSR practices and increase the level of sustainable business. Hilton also
done 4,155 volunteer projects across the 95 countries. Hotel operate first recycle discarded soap
and provide in Paris. Hilton also expand the partnership with the clean world to the world to
being an innovative. That helps hotel to increase the effectiveness and growth in the market.
Hilton also get awards for $320,000 for providing innovative solution to the world.
CSR at IHG Hotel Group:
IHG has many hotels that has enrolled in IHG Green Engage and in 2013 over 16000
green solutions were implemented by the hotel. Hotel manage their online sustainability
management tool IHG Hotel Group, shows hotels how they can minimise their impact on the
local environment from using less energy and covering water to reduce waste. IHG academy is
linked up to education provider around the world providing people opportunity to develop skills
and improvement in their employment prospect in world's largest leading hotel companies.
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Benefits of CSR in hospitality industry:
Management of corporate social responsibility:
Corporate social responsibility explain that corporation should be responsible for society
and whole world rather than just for their shareholders(Kim, and Jeong, 2018). Every
organisation should be responsible towards the society and welfare of their employees. In
hospitality industry is it very important to understand about the appropriate use of the CSR
strategy in their businesses in order to provide effective outcomes to the society and their
shareholders. Hospitality businesses focus on the better management of the environment and
develop initiatives that benefits society. Efficiency and sustainability in the business is important
part of hospitality industry.
Befits of Corporate Social responsibility in Tan Hill Inn:
Practising of business ethics: CSR practices at Tan Hill Inn helps its business to
increase values and ethics in order to gain better growth in the market. It assist employees of
hotel to increase their moral and responsibility towards the better world. Providing effective
services in the business with the high comfort level can increase the level of customer base.
Better ethics and values in the business enhance the reputation of Tan Hill in the hospitality
industry.
Helps in sustainable growth: In the context of Tan Hill Inn, CSR practices helps
organisation in better growth and effective level of profitability(Liu, Liu,Wang, and Pan,
2019). It increase the effectiveness of hotel's services so that it can enhance the level of customer
satisfaction. Their effective CSR practices helps them to attract customers in the hotel and
increase their loyalty towards the organisation.
Enhancement of public relations: Effective CSR practices in Tan Hill Inn enhance their
relation with the society and shareholders of the hotel. Better policies and values followed by the
Tan Hill increase the effectiveness In their profitability and business in the market. CSR policies
enhance effectiveness in the quality of food and beverages in the hotel helps to increase
effectiveness and gain better customer loyalty.
CSR strategy:
Enhancement of consumers' perceptions and attract more customers: CSR activities
in the business helps to enhance the experience of customers and increase their positive mind set
towards the business. Business ensure that they follow activities in the businesses that helps them
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to increase the productivity of business with the minimum impact on the environment and
resources(Malczewski, and Jankowski, 2020). Businesses use various resources that increase the
level of sustainability in business so that they can attract more customers towards the brand. In
the context of Tan Hill Inn, leaders of the hotel ensure that they use all the resources of business
in most effective manner so that customer can change their perception towards the business.
Increase morals of employees: CSR strategy helps the business of Tan Hill Inn to
increase the level of effectiveness in the performance of the employees. Positive activities that
support the society and other people impact the performance of the employees and increase the
level of effectiveness in their moral and values towards the hotel. CSR also help the business of
Tan Hill to make employee more loyal towards the hotel. It helps organisation to retain
employees in the Hotel for the long period of time.
Sustainability:
In hospitality industry CSR activities not only beneficial for the environment but it also
helps businesses to gain sustainable growth in the industry(Malczewski, and Jankowski, 2020).
It helps business to enhance their image in the mind of the customers and increase the level of
customer base in the organisation. In the context of Tan Hill Inn, corporate social responsibility
strategy helps its business to grow and increase the level of profitability in the market. It also
helps hotel to increase employee engagement in the business so that they can retain talented and
skilled employees in the organisation. Now days customers are more concerned about how
business contribute in the development of society and nation and CSR helps business to increase
the level of effectiveness in the business. It attract the people in the business so the it can
increase growth and profitability.
Environmental legislations:
Environment protection Act 1990: This act was made for the control of pollution to the
air, protection of water and land by regulating the management, also the management of waste in
the business. The main motive of environment protection act it to improve the environment and
control all the activities that have an impact on the environment. In the context of Tan Hill Inn,
hotel follow all the rule and regulation by the government in order to get better brand image in
the market. They focus on the reduction of waste in the business so that it can enhance level of
profitability and productivity.
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Wildlife and Countryside Act 1981: This act was made for the protection of the plants,
animals, and habitats in the UK. This act enhance the protection areas of the environment.
Wildlife act ensure that business does not harm the environment and living creatures in the
environment.
Social Impact:
In hospitality business it is very important to ensure that production and other activities of the
business does not impact the society(Patterson, and Balderas, 2018). Business practices should
ensure that they provide opportunity for the local to participate and gain profit from the business.
In the context of Tan Hill Inn, hotel ensure that all the practices done by the industry helps in the
development of the society. They provide job opportunities to the local people with appropriate
skills and talents so that it can help in better growth of society. Thus, in hospitality business all
the practices should ensure the growth and development of the society.
Evaluate social media practices in context with organisation and implications for better customer
satisfaction and experiences.
There are different social media practices that an organisation uses in order to achieve
success. In context with organisation it is been explained as below:- Facebook social media marketing:-It is one of the most effective social media practice
that a hotel can use. It is a platform where audiences can easily get attracted and
organisation can put all details on that(Romski, and Sevcik, 2018). So, in context with
Tan hill inn hotel also, they used the social media practice of Facebook where they shared
different videos of their hotel and posted it in order to attract all audiences. Right creatives:- It is also a good social media practice in which organisations use good
creatives so that audiences get impressed by looking at the images of hotel which will be
beneficial for them also. In this the organisation post different images and videos
especially with the usage of advertisements. Twitter social media:- It is very important for the hotel to tweet something about them in
the effective way. With the help of twitter they ca generate better customer service and
with the help of this social media practice they can send important information about new
update on the website. In accordance with hotel Tan hill inn, they also used the strategy
of twitter where they regularly informed their guests about new updates. There are many
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customers who get engaged with twitter so it helps organisation to solve their problems
easily and guests who have already visited their hotel will visit again. Pinterest social media:- There are many consumers who visit Pinterest and spend much
time on searching images of different hotels and according to those images they gets
interest and like to visit the place in future(Sammugam, and Pasupuleti, 2019). With the
help of Pinterest by seeing images of hotel there are many guests who plan their family
vacation just by seeing it. Tan hill inn also use to post images of their hotel and they saw
improvement because there were many guests who came at their hotel just be seeing
images on site. Trip advisor:- While searching for a hotel or before visiting it people see online reviews
and according to those reviews they decide whether to visit that hotel or not. It is been
analysed that there are many customers who visit hotel by looking at other people
reviews only(Sanjeev, and Birdie, 2019). It is an efficient social media practice for
organisation because at this website hotels can post even small details about them. Guests
expect that online reviews will be good and they will get full details of hotel so through
this organisation can use this social media practice. You Tube:- In this social media practice organisations can post effective videos, personal
storytelling and many more. So, in context with Tan hill inn hotel they used this social
media practice and posted their videos with effective playlists which will create a good
customer experience.
Implications for better customer satisfaction:-
To build up better customer satisfaction and experience there are many implications that
an organisation can apply:- Post booking communication:- It is an effective way that a hotel can imply(Soni,
Ahmad, and Dubey,2018). It is important for organisation to maintain a good connection
with their guests with the help of a follow up email. Through post booking
communication hotels can provide certain services like extra pillows. Through this guests
will feel that they are been valued and they are getting a good service from hotel. Complimentary services:- When guests get extra services they feel very happy and give
positive feedback to the hotel. So, hotels should imply the strategy of offering some kind
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of complimentary services like free car services, free Wi-Fi and so on. Through these
services they increase customer satisfaction and better customer experience. Smart room keys:- It is the most effective implication to create better customer
satisfaction by enabling smart room keys through which customers can just open their
doors with the swipe of their smart phone. Tan hill inn hotel also implemented such
strategy of installing the concept of smart room key as it will be very easy for customers
to just swipe up their mobile phone. Reward repeat guests:- When guests visit the same hotel again it simply means that they
liked the hotel very much and gave positive feedback. So, to increase customer
satisfaction and create good experience. So, those guests who have visited the hotel again
they should get some rewards like free drink, late check-out and so on. Multiple communication channels:- In today's world almost every consumer uses
smartphone and want to have the conversation with that only. So, to create good customer
satisfaction guests should be offered multiple channels through which they can ask
anything through text and even voice messages. Collecting feedback:- When guests visit a particular hotel they should be given the
opportunity of providing feedback whether they want to give positive feedback or
negative feedback(Willer, and Lernoud, 2019). Staff members should listen to what
guests want to say and according to that they should provide customer services in future
which will be beneficial for them to create better customer experience. Unique customer services:- To increase customer satisfaction and built up effective
customer service guests should be offered extra services also so that they feel good from
all the services which they are getting from the hotel.
 Grow your social media experience:- When guests leave hotel then they definitely share
their experience of visiting the hotel, how was the customer service and many more. They
give online reviews and feedbacks so staff members should never ignore it. To built up
customer satisfaction they should respond to all reviews and feedbacks whether it is
positive or negative so that in future they provide services according to that. If guests
have any complaints then they expect that they will not face such problems in future and
according to that staff members should improve their services.
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CONCLUSION
From the above information it can be conclude that emerging trends in hospitality
business increase the effectiveness of the industry and also helps customers to get quality
services. In hospitality industry there are various trends increasing in order to provide better
customer satisfaction. Different leadership style in hospitality businesses helps in effective
management of the all the functions of the hotel and increase the effectiveness in the
productivity. Organizational responsibility and responsible leadership helps business to increase
the level of financial resources. Corporate social responsibility helps business to gain loyal
customer base and increase the effectiveness of the business. CSR activities in different
hospitality business can increase efficiency in the business also it promote the business in the
market. Various social media practices by the hospitality business helps in better reach to the
customers, also helps to analyse about the needs and wants of the customers so that it can
increase the level of customer satisfaction and growth in the market.
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