Emerging Trends in the Hospitality Industry

This report discusses the emerging trends in the hospitality industry and their impact on organizations. It covers topics such as leadership styles, organizational responsibility, and corporate social responsibility. The report focuses on H10 London Waterloo as a case study and provides insights into the leadership style, organizational responsibility, and benefits of corporate social responsibility for the chosen organization and the wider community.

Emerging Trends in the
Hospitality Industry

Table of Contents
INTRODCTION..........................................................................................................................................3
LO1.............................................................................................................................................................3
Critically analyse and apply appropriate leadership style for chosen hospitality organization with
justification..............................................................................................................................................3
LO2.............................................................................................................................................................6
Critically assess organizational responsibility and responsible leadership leads to corporate leadership
systems to facilitate competitive advantage.............................................................................................6
LO3.............................................................................................................................................................8
Critically evaluate corporate social responsibility delivers benefits for chosen organisation and wider
community...............................................................................................................................................8
LO4...........................................................................................................................................................10
Critically judge benefits of social media and related risks which affect the organisation and analyse
strategies for addressing these risks.......................................................................................................10
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODCTION
Hospitality sector plays an important role in the service sector industry in the world that
includes different types of services like Leisure, entertainment venues, recreation, travel agents,
clubs, cafes, camping grounds, bed & breakfast establishments, restaurants, transport, hotels,
hostels, resorts, bars, tourism operators etc. In today’s world hospitality industry has been
including significant change and disruptions in the last few years and there is more scope in
reshaping the industry in the future. This report is based on H10 London Waterloo have an
excellent location in the Big Ben, house of parliament and in the eye of the London. This chain
covers 35 hotels in all over the world. Organisations in hospitality sector operate a typical
network of service and they are interrelated and interconnected. This report helps in
understanding the leadership style in the specialist areas that is relevant to the multi-cultural
context in the H10 London Waterloo. It also suggest the organizational responsibility and
responsible leadership that helps in corporate leadership systems to facilitate the advantage
related to the competitive gain. Evaluate the corporate social responsibility that gives the benefits
towards the H10 London Waterloo so that it enhances the profits and brand image in the world.
This project is also shows the benefits of the social media and their risk that affects the hotel and
for this suggests some outcomes and strategies for addressing the risk and to reduce the
risk(Cooper, Vafadari and Hieda, 2015).
LO1
Critically analyse and apply appropriate leadership style for chosen hospitality organization with
justification
Leadership refers to a practical skills and a research area that is able to understand the
ability and capability of an individual and the whole organization and guide whole teams,
individuals to achieve the target by motivating and encouraging them. A leader is a person who
leads guides and influences an individual to follow the orders and accomplishing the goal on a
specified time. Leadership helps in mapping out where there is a need to win the market but it is
very inspiring, dynamic and exciting to all the persons and the leaders itself. Leadership refers to
an art of getting something else to do for something a leader wants to achieve. In hospitality
sector leadership style plays an important role to manage, organize and control all the activities

and services within the working place. In H10 London Waterloo, leader is a person who can
lead all the teams’ members to work very effectively and provide best services to their
customers. Positive and effective leadership style helps in earning the large customer base as
well as large amount of profits. It manages and delivers the vision to their subordinates and
coach to build a team. There are various types of leadership style that has been discussed
below(Sadik, 2017).
 Autocratic style - It refers to that leadership style in which only a leader make decisions
without consulting their team members. This type of style is beneficial when decisions
can be made quickly and for the urgent goal. It defines the individual control over all the
decisions and there is no involvement of the group or team members. Therefore,
autocratic leaders are very dominating, tough and uncaring towards their employees in
the working place. In this staff members are demoralizing and cannot work with
efficiency and effectively and it is the main reason of employee retention in most of the
cases in the organization. in some circumstances it is best type of leadership style because
in companies there is very difficult to sustain in a homogeneous culture without losing
their workers. It is best to intellect and a good perception to rest of the team. In context of
H10 London Waterloo, if a manager could use this type of leadership style than it can de-
motivates the employees in the working place that cannot work with efficiently and
effectively. In this superior authority passes the rules, guidelines and processes to their
leaders and they convey it to their team members and they only follow it without making
any objection on that. This style of leadership stop the new ideas that is convey and
delivers thorough the team mates. This will create employees turnover in the
organization.
 Transformational leadership – It refers to the style of leadership that approaches the
change in an individual and the whole organisation. It helps in creating the valuable and
effective change in the employees with their end goal to developing them into best
leaders in the upcoming year or near future. In this type of leadership style leaders can
inspire to their followers so that they with a passion and a zeal in accomplishing the task
on a deadlines. In the background of the H10 London Waterloo, if they could choose this
type of leadership style than it will helps in enhancing the performance of a team mates
towards their goals and achieve it on time. It also resolves all the conflicts that were arise

between the staff members in the team at the time of completing the task(Kim and Jeong,
2018).
 Democratic style – This leadership style also known as the participative leadership or a
shared leadership in which decisions can be taken on the basis of mutual trust. It suggests
the collaboration between the team members and the guide. This helps in encouraging
and rewarded the creativity that is done by the employees in the working place. In this all
the staff members gives their ideas and suggestion in a very creative way and then leaders
decide the suitable one this will lead to efficiency in a work. it also increase the conflict
among the members at the time of choosing the idea. In the H10 London Waterloo, if
they choose this leadership style in the working place it helps in enhancing the fairness,
equal rights to the employees and improving the working style of the staff members. All
this have increase the profits and market share in all over the world of the company.
although, at the time of selecting the most appropriate decision out of number of
decisions that it will create a conflicts and rudeness in the mind and heart of the workers.
Because of this performance of employees to work in a team with this leadership style is
not beneficial.
 Laissez-Faire style – It is also known as a delegative leadership style where leaders of
an organization give the full freedom to their subordinates so that they will take their own
decisions and act accordingly. In this process leaders set the goals, processes, regulations
and limitations and further all other activities that is required to perform a actions are
taken by the team mates there is no involvement of the leaders. It is a type of hands-off
approach where a leader gives the autonomy to their staff members and in the working
place. In context of H10 London Waterloo, if they choose this type of leadership style in
their hotels than their employees have all the right to take decisions and make all the
actions according to that. Therefore, it can motivate the employees to work efficiently
and effectively to complete a task on time. Because of no involvement of the leaders in
performing a task it will create confusion and lack of understanding the goals all this may
raise conflicts and affect the organization(Dell and et. al., 2017).
From the above mentioned leadership style for H10 London Waterloo, transformational
leadership style is the most suitable type of leadership style. Because it can inspire an
employee’s towards a good work and gives a productive results. Today’s business environment

is very dynamic and due to this transformational leadership style is most appropriate style. It can
easily accept the change and encourage and influence team members to adopt change by
motivating them. It will also enhance the productivity of an individual person and better an
organizational culture. It can solve conflicts that was arise in the company and also resolve the
challenges by finding experiences about the new style of work. it helps in enhancing the ability
and capability of an team members so that they will give the positive outcomes to the problems
and a task in a given time. It will set the boundaries for the staff members and set rules and
regulations. It will increase the trust level for the company to the employees and this helps in
gaining the competitive advantage in the market place(Min, Swanger and Gursoy, 2016).
LO2
Critically assess organizational responsibility and responsible leadership leads to corporate
leadership systems to facilitate competitive advantage
Organizational responsibility refers to an ethical actions and attitude of an organisation
at the time of conducting and running a business enterprise. It involves various factors like
corporate social responsibility, sustainable responsible business, corporate citizenship or a
responsible business. It conducts a behavior of an organizational to triple the bottom line of the
social, environmental and economic performance while taking into stakeholder’s expectations. It
can helps in effective communication with other members of the society and facilitate integration
between different departments of a company. Organizational responsibility is the main factor to
gain and earn a competitive advantage in the market and also encourage in longer sustainability
in the current marketplace. This term is related to the social responsibility(Cheng and Wong,
2015).
Responsible leadership is the prominent part of the success of the company in their
vision, mission within a time period in a very effective manner. It make a sustainable
organisation that take into account the interest of the stakeholders that involves employees,
customers, shareholders, government, suppliers, clients, environment, and the community for
future and current growth of the business. it includes the external and internal environment that
helps in encouraging the system and performance of the stakeholders to accomplish the goals. In
the modern world responsible leadership plays a significant role to solve the challenge, adopts

the change, motivates and encourages team mates, faces the issues related to the external factor
so that they will sustain in the market for a longer period of time. Organizational responsibility
and responsible leadership both terms contribute in gaining the competitive advantage in the
leading market(Rao and Prasanth, 2020).
H10 London Waterloo, is one of the famous hotel in the London as they enhance their
productivity and market in all over the world for this they need to follow a strong organizational
responsibility and responsible leadership. If these two terms are strong in nature then it will helps
in gaining the competitive advantage and also corporate the leadership system. as a
organizational responsibility CSR plays an important role to fulfills the social responsibility
towards the company. it refers to a self regulation that is beyond the rules and responsibility of
the government. It can ethically functions in the market and increase the trust level of the
stakeholders towards the company. This helps in retaining the employees and reducing the
employee turnover within the organization. While adopting this company can responsible and
accountable to all the activities they perform for the society. As the H10 London Waterloo is an
leading hotel internationally and provides a best services to their customers by providing high
class services so that it will gain the loyalty of customers. In this they work for the customer
satisfaction and timely examine the demands of the customers and modify their products and
serives this will helps in gaining the competitive advantage for a long run (Pirani and Arafat,
2016).
Responsible leadership can take and make effective decisions and manage or organize all
the staff members so that they work in a productive manner. It is very important to follow and
adopts an efficient leadership style because of this company will improve its employees
performance, delivers the entire task on time without any delays. It also increases an individual
performance and they also give their suggestions at the time of decision making so that
organizations have number of ideas from that they will choose the best one. It also maximizes
the staff members’ engagement into the business so that they are committed to increase the
production and profits of the hotel. Responsible leadership in the firm can help in making the
productive ethical decisions and improves the performance of individual employees in the
hotel(Hussain and et. al., 2020).

Although both terms i.e. organizational responsibility and responsible leadership helps in
building the corporate leadership system that is facilitate to gain the competitive advantage in the
dynamic market. In this both the factors are responsible to take ethical decisions that help in
achieving the interest of stakeholders in the H10 London Waterloo. It also upgrades the working
environment and this will enhance the profits and productivity of a team mates. It also
encourages and motivates the staff members to stay in company for a longer period and work
their best with their high potentials. Both these terms can increase the trust an loyalty of the
stakeholders towards the firm and this will benefitted for a long term and also assists in
maximizing the brand image in the market. Gaining the competitive advantage is the main factor
in today’s business environment without it no company can survive long(Breda, Pacheco and
Dinis, 2019).
LO3
Critically evaluate corporate social responsibility delivers benefits for chosen organisation and
wider community
Corporate Social Responsibility - CSR refers to a self-regulating business
responsibility that is taken by the organization and helps it to socially accountable towards
stakeholders and public that was lived in the society. in this term companies can contributes to
enhance the social and economic factor and boosting the image of the brand. It is basically
important for the community that is equally valuable for business enterprise. It can boost and
encourage the employee’s morale and also maintains the relation between workers and the
employers and they feel secure in the working place and connected with the whole world around
them. It plays a significant role to both consumers and the organization. H10 London Waterloo
can adopts the corporate social responsibility in their hotel that will helps in enhancing the image
of the brand in the market and make a loyal and trust customers of the business. it includes
various benefits that is benefited to the H10 London waterloo and the whole community of the
country in which it operates. In today’s dynamic environment CSR is a term which creates
network, relationship and management of perceptions in the form of reputational entity. H10
London Waterloo is committed to society and their whole environment as they contribute in
many projects that is organized by non-profit organizations. In this suppliers, employees and the

guests are the supporters and success of their projects. It includes a various benefits that
benefited the whole community and the hotel is as follows(Tolkach, Chon and Xiao, 2016).
 Enhanced employee satisfaction – In this employees of the organization are feel very
embrace when they work for that company who can follow a corporate social
responsibility. Every employee get satisfaction from their jobs in which they work. When
a company can work to encourage the personal and professional growth of employees
and give them various types of benefits like volunteering so that they will be motivates to
work well and gives the productive results. In H10 London waterloo, they follow a
healthy and friendly environment where every employees feel safe and show their respect
to the firm in terms of loyalty and trust. This will satisfy the staff members and it also
enhances the personal growth. this will also benefitted the community as a whole by
providing good culture to their employees and hire a new candidates all this reduce the
problem of unemployment in the country and the firm also as they get the skilled
employees who works for the achievement of the business enterprise(Klutse, 2016).
 Increased customer loyalty - It is one of the prominent tool for every business to
increase the loyal customer base and increase the brand image in the country and
globally. If the company follow large ethical practices than it will create a tremendous
impact on the customer perception and their buying power. It also enhances the brand
image of the organization. In H10 London Waterloo, they mainly work for providing the
best services to their customers in a very effective way. They also contributes in the
social welfare because of this many more new customers are attracts. In this company can
show their efforts by using social media so that they covers the large customer base and
make more loyal customers(Munjal and Bhushan, 2017).
 Increased relationship with clients- It is an essential term of the corporate social
responsibility to enhance the relationship with the customers and clients and maintains
the trust between the firm and the customers. It also helps in develops the strong working
and ethical relationship with consumers. In context of the H10 London Waterloo, they
promote the integration of groups so that task can be achieved in time and in an effective
and efficient manner. In this firm can partner with for profit companies to support the
public values outcomes. It improves the customer satisfaction towards the firm and it also
gives the competitive advantage in the market place. currently customers are likely to but

the services and products from those organization who supports and engages in various
factors that involves in improving the society(Gursoy, 2018).
 Operational cost saving – It is the major benefit for the company for the side of
corporate social responsibility when a firm wants to implement the CSR in their practices
then it will helps in eliminating the operating cost and save the cost. This will lead to
enhance the profits and sustainability in the market place and all the resources are
optimally utilized and they are available in a full manner. In this H10 London Waterloo,
they reduce the cost by reusing the fuel consumption and diffusing the emission of carbon
in their business. In this they recycle their wastage and reuse it so that they earn more
proficiency and market share in the hospitality industry. This will helps in gaining the
competitive advantage and it is also beneficial for a community as a whole.
LO4
Critically judge benefits of social media and related risks which affect the organisation and
analyse strategies for addressing these risks
Social media – It define as a technological aspects that is most trending tool now-a-days
in advertise and operates a business enterprise on a global level. It involves sharing of
information, career interest and different form of expressions and networks. There are many
types of social media platforms such as face-book, Instagram, Snapchat, You-Tube etc. by using
these media a organization can promote their business products and services towards a large
number of audience within a very small time. It is an activity of interaction of many people at a
one time. H10 London waterloo, can follow social media platform in promoting their business to
a large number of people. It contains some benefits and drawbacks and it can be shown
below(Radojevic, Stanisic and Stanic, 2015).
Benefits of social media
 Increased the brand awareness- one of the significant term of the social media is that
it enhances the brand awareness in a very cost-effective manner and increase the
visibility of brand in the larger context. Implementing the digital media in the business
activities helps in boost sales and profits within a very small period of time. It will
enhance the brand recognition in over the world. In H10 London Waterloo, company

could use this digital platform in promoting their business in all over the world so it
attracts many more new customers. by increasing the brand recognition many investors
are interested to invest in the hotel and it will maximize the market share of the firm(Sen
and Kaushik, 2016).
 Increased website traffic- Social media is the great source of increasing the traffic on
website. It is the best and the quick way to increase the profits and revenues. In this a
entity can share their creative content and ideas on their official website that is an
effective way to be top on the search engine optimization. In H10 London waterloo, hotel
can place their presence on social media by shaping the innovative content with an
innovative pictures and photos of hotels this will lead them to attract many customers
within a small time. All this helps in placing the top position of the website traffic that is
indirectly helps in recognizing the brand and enhances the profits(Hughes, 2018).
Risk
 Malware attacks and hacks – It is the major and the greatest risk that a company cans
feels. In this experienced hacker can hack the data and information which is very
important for the organization success. In this a person can make a fake account to
connect with the employees and after that they target the business entity and share all the
data, facts and figures from the computers. In context of the H10 London Waterloo hotel,
if any data and information is leaked than it will create a big problem for their success
because rival firm know the secret of the company. Because of this they face a
controversy of leaking the data in the market place(Chand, 2016).
 Privacy setting and promotional strategies - One of the biggest risk of using social
media platform is the privacy issue. It is because much number of people uses social
media for office and personal use and it will leak the privacy and security to use them. In
the hospitality sector there it is not much beneficial to promote their products and
services to social media because it is not attractive. A person can judge the hotel when
they physically take the services. Using social platform contains more risk and there is no
security in using this as well as it contains more cost and expenses(Falk, 2016).
Strategies for reducing the risk

 Train the employees by using social media - To protect the company form the risk of
social media it is very important to educate the employee who handle all the task related
to this. In this H10 London Waterloo, can focus on providing the training to their
employees of using it so that they effectively use this tools and it can reduce the problem
of information leaking within the organization(Altin and et. al., 2018).
 Update system software- To reduce the risk related to malware attacks H1O London
Waterloo can timely update their software so that this type of risk can be avoided and
hire an experienced person to handle all this situation if occurs and to eliminates it.
 Invest in security technology - To protect the threat of using social media H10 London
Waterloo, can spend more their financial resources on securing the technology by using
automatically alert system when there is any problem arise than it can notify them and
because of this hacking, leaking can be stopped(Kulshreshtha and Kulshrestha, 2019).
CONCLUSION
From the above research it is to be concluded that hospitality sector plays an important
role in the world to providing the services to the all the sectors. It helps to feel comfortable and
relaxed by catering and providing the services to the customers. It helps in providing the various
leadership styles that is very prominent to manage and organize the work. By selecting the
suitable leadership style in the hotels that provides the services to the customers in a very
effective way. Further it also explains the organizational responsibility and responsible
leadership leads that helps in corporate leadership system that is facilitate the competitive
advantage. It also discusses the corporate social responsibility and its benefits to the hotel and the
whole community in the country. It is an important source to earns and enhance the profitability
in the market place with more customer satisfaction. At last it shows the benefits of social media
and how it related to the risk to the organization its privacy and security for this make some
strategies to overcome the problems related to the risk in the social media. All this factors helps
in increasing the customer base and the target customers for the company in the market.

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