Emerging Trends in the Hospitality Industry

This report explores the emerging trends in the hospitality industry, including the analysis of leadership style, organizational responsibility, and corporate social responsibility. It discusses the benefits of adopting these trends for both the organization and the wider community.

EMERGING TRENDS
IN THE
HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION ...............................................................................................................................3
1. Analyse and examine the leadership style in relevance with chosen organisation and justify. . .3
2. Analyse how organisational responsibility & responsible leadership to corporate leadership
systems to facilitate competitive advantage.....................................................................................5
3. Explain how corporate social responsibility is beneficial for organisation & wider community7
4. Benefits of Social Media and related risks in relevance with organization.................................8
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................11
Books & Journal:...........................................................................................................................11

INTRODUCTION
Hospitality industry is changing at rapid level due to rise in competition in market. Business
sector is booming and new businesses are taking place. This increases competition and rivalries in
the market. It is also known as service industry which includes several services like event planning,
tourism industry, cruise sector etc. All come under the same category. Due to changing demand and
needs of customers, new strategies and tactics are adopted by hospitality industry and trends
changes time to time. Sultan Restaurant headquartered in UK. Hotel provides Turkish dishes and
service to the people and which makes them unique from other hotels. Trends of hospitality industry
have taken a big change and which also changes customer requirements and service industry is
evolving accordingly. It is necessary to follow and emerging trends in hospitality industry like grab
and go & self-service, using natural substances and providing health food. These are some of the
major trends which are emerging in the hospitality and service industry. This report includes
leadership style with justification, analysis on how organisational responsibility & responsible
leadership leads to corporate leadership system to facilitate competitive advantage, benefits of
corporate social responsibility and benefits of social media & risk associated with it.
1. Analyse and examine the leadership style in relevance with chosen organisation and justify.
Hospitality and service industry are adopting and using new ways of delivering service to
customers. They perform ample numbers of functions and operations which are handled as well as
managed by managers of the firm. Main operations such as maintaining relationship between guests
and the host. Organising, controlling and managing is not easy so managers helps the firm to
operate in proper manner. Thus, managers and leaders are being hired to handle staff as well as
employees in organisation (Dzhandzhugazova, 2016). In relation with Sultan Restaurant, managers
of entity uses appropriate leadership style so that team is managed and goals as well as objectives
are achieved in proper manner & within period of time. It is important for business to adopt
leadership styles because they help leaders to achieve assigned task with help of team in appropriate
manner. Every managers as well as leaders in the firm use different leadership styles according to
their behaviour and role.(Jones, 2016).
There are various types of leadership style such as supportive, directive, participative,
achievement oriented. Each and every manager of the firm is heterogeneous in nature and uses the
style which is suitable for them and the team. Applying proper leadership makes employees
motivated and increases their morale which results in higher productivity and profitability of the
business. Sultan Restaurant is a leading restaurant in UK wand due to its enhanced business
opportunities it has become essential for mangers as well as leaders to adopt the leadership style.
So, to achieve the desired goals and objectives participative leadership is successfully applied.

Participative leadership style- It is type of style in which organisation employees are
included when decision making in entity is done. Through this, personnel get attached with firm
problem and give ideas to solve issues which are affecting the business. By using participative
leadership style, it becomes easy to deal with challenges and problems in effective manner. Sultan
Restaurant uses this because this helps both enterprise and staff members to understand each other
properly. It leads to increased productivity, enhanced employee morale, coordination and
cooperation is developed at rapid level But when using this leadership it is to be carefully because
decision making process is long and time consuming. For example- Chosen organisation can use
this leadership style to decide emerging trends which are discussed below-
Emerging trends:
Technology/robot service- It is often said that technology is mostly used by IT firms but
this is not true. Nowadays, it is being used and operated in hospitality and other business sector also
at wider and broader level. Such as many Sultan Restaurant uses technology for their online
management system, reservation, room booking etc. Also, to deal with competitors they will be
adopting robot service at their restaurant in near future which will lead to acquisition of customer at
large scale. It is also used to secure information and data of customers and guest so that it is not
misused by third party. Thus, participative leadership is used when new technology or methods are
adopted or introduced by entity. This helps in analysing each & every employee point of view
regarding the changing trends and using new ideology in the organisation (Dogru, 2019).
Destination Promotion- Social media is becoming a source to generate profits as well as to
do promotion and advertising of business at national and international level. Sultan Restaurant
promote their hotel through event managers, marriages etc. But as the trend has changed now hotel
industry uses guest & customers images and features them over the websites as well as on ads to
promote the brand name and services. There are various ways of promoting and advertising brand
name or business. It depends upon the entity to select the most suitable one so that cost of
production is not affected (Arasli, 2020).
With help of participative leadership style, managers of the firm take decisions in effective manner
so that right methods are used for promotions.
Sustainability rules- Environment is being affected by business sector at deep. So, earlier
guest were used to leave rooms without switching off fan and lights this affects the resources and
money of hotels. So, with changing trends Sultan Restaurant is deciding to use solar panels and
updated technology so that lights get switch off automatically when guest or customers leaves the
room. This is cost expensive but effective for future perspective. This also results in using of
preventive measures for future development.

International visitors- In hospitality industry, it is well established and is famous for its
services then international visitors select these hotels. For example- many hotels are there which
open their branches to the airport also so that their hotel business expands at faster rate. In relation
with Sultan restaurant, with help of participative leadership style they can decide to what strategies
and tactics are to be used to expand their business. So, it is essential for hospitality industry to focus
on customer relationship management so that international visitors come and which leads to
increase in goodwill of the firm as well as enhance their creditability in the market.
There are many other emerging trends in market and which are used as well as adopted by new
business. With help of these, new strategies as well as tactics are implemented by enterprise to
survive in market. Thus, these trends motivates firm to change their management and infrastructure
from time to time (Patiar, 2020).
After a brief analysis of above matter it is stated that participative leadership is beneficial
for both firm and employees if applied specifically. This leadership style has been used and selected
because it increases team coordination and cooperation & also develop relationship between both
the parties. So, to achieve the higher productivity and profitability manager of enterprise use this
style. Emerging trends assist business to analyse and examine the customers demand &
requirements with changing period of time. Thus, this also helps entities to take decisions in proper
manner so that conflicts in management & errors do not arise. This also results in using resources
and money effectively so that they are used in future growth and overall development (Carroll,
2020).
2. Analyse how organisational responsibility & responsible leadership to corporate leadership
systems to facilitate competitive advantage
Organisational responsibility and responsible leadership play vital role in establishing
corporate leadership system. When it comes to CSR, organisational responsibility increases towards
both employee as well as society. Each and every firm have responsibilities and which are to be
fulfilled in proper manner. Without analysing and identifying responsibility it is not possible for
organisation to achieve goals & objectives within a period of time and without any hurdles or
obstacles. In relevance with Sultan Restaurant, their main responsibility is to handle and maintain
relationship with their customers by giving high quality of services to them.
Whereas, responsible leadership refers to interaction of management with society and people
to analyse what changes are needed to be implemented. A leader is to be motivated and active
towards such events which are required and beneficial for improvement of environment and society.
Manager of Sultan Restaurant is well aware about locality and trends emerging in the market. Both
responsible leadership & organisational responsibility are crucial for success, growth and overall

development of business. To handle and these two concepts high level of skills & knowledge is
required. Because these are time consuming process and problems, challenges, issues are bound to
be occurring. Combining those leads to corporate leadership system. In this, superior authority has
the power to take decision in the business. It is important to implement corporate leadership so that
firm is able to achieve their targets and desired goals in effective manner. By using this corporate
leadership system, it is taken as competitive advantage by the firm because in this skills and
knowledge adopted by leaders are developed and improved at larger scale. These are then applied in
the management for achieving the mission & vision (Adler, 2020).
Organisational responsibility varies from leadership responsibility because both operate and
function differently. So, it is necessary for Sultan Restaurant to get the proper analysis about firm
responsibility so that correct measures are taken & decision making is done accordingly. This makes
them aware about their roles & duties so that leader in firm is able to use leadership style properly.
It is also essential for leader to analyse their style which is most suitable to entity and for team. This
makes leader and manager responsible towards the employees.
Competitive advantage are-
 With use of corporate leadership system, leaders are able to gain new skills and ideas which
they use in the business and applied to their team for achieving the assigned task to the team.
 Another advantage of CLS is that new ideas and methodology are used for better results in
business (Miska, 2018).
 Further, strategies and tactics are implemented by superior authority which results to
effective decision making in the process and management.
 Then, by implementing this system expertise and new employees explore new opportunities
and ideas which motivate them to put more effort towards the mission.
 By using this CLS, Sultan Restaurant also gain the competitive advantage of increasing
management activities in the business.
After a brief analysis of above matter it is analysed that it is important to examine and
evaluate the organisational responsibility so that everyone is aware about their duties which is to be
done in appropriate manner. Further, a responsible leader is always ready to take the risks and
change that risk into advantage. Hence, with proper use of market research leader become
responsible and deliver positive output to the organisation. So, organisation responsibility,
responsible leaders and corporate leadership system boost the growth of business at rapid level.
Decision making is to be done with proper measures so that problems do not arise in near future.

3. Explain how corporate social responsibility is beneficial for organisation & wider community
In organisation, most of the businesses run with motive of earning profit but it is also
important to improve society and environment which are essential for every enterprise. Yes, profit
earning and making revenues are necessary but adopting corporate social responsibility is also
necessary.
Corporate Social Responsibility- Corporate social responsibility also known as CSR is
defined as organisational measures or say goal to contribute to the environment and society for their
improvement and growth. This is most effective way of increasing goodwill of the firm. This also
increases productivity and morale of the employee within the firm. This means that focusing on
CSR leads to brand image development in the market. Through this, personnel in firm also get
motivated towards social responsibility and this results in growth as well as overall development of
society at broader level. In relation with Sultan Restaurant, they can grow the plants around the city
to make environment more greenery and safe. This will help them in awareness & attention of their
business in the eye of customers. Adopting this motivate community to took steps in CSR to make
the surroundings better. Making and contributing in society attract more employees as well as
customers (Witt, 2016).
Benefits to organisation
Organisational Growth- Every entrepreneur wants to achieve organisational growth for
which strategies and different tactics are implemented. In market, it is necessary to focus on growth
as well firm development so that business activities grow at faster rate. So Sultan Restaurant uses
this CSR in effective manner and which helps them in growth of the business.
Fund Raising- In business, requirement of capital and assets is at every phase. There are
many financial institutions, bank; money lenders are available in market that provides funds to the
business. But due to rise in competition it is not easy to get the money from such sources so, entities
that provide changes in society comes become noticeable and which helps in getting fund raise from
such sources. So, Sultan Restaurant is able to raise funds from banks for their business activities,
functions & operations (Grayson, 2017).
Efficient and retaining staff- When organisation provide contribution in society it not only
attracts customers but also attract talent, employer and retain staff. This minimises their recruiting
and training cost. With help of CSR, Sultan Restaurant is able to retain staff for longer period of
time. This results to stability of efficient talent and personnel for longer period. Thus, it eases the
process of organisation so that focus is done on core activities.
Brand recognition- When attention is paid to social responsibility by firm, it indirectly do

the promoting and advertising of brand. So, with help of CSR, Sultan Restaurant makes them
recognized in the market and through which they are able to target customer & market in
appropriate manner. It is important for firm to get brand recognized in the market so that acquiring
resources as well as customers become easy and faster.
After a brief analysis of above matter it is analysed that corporate social responsibility is
important for every firm to grow and develop their business at wider level. With help of CSR, it
becomes easy to access the market as well as resources in effectively & appropriately. It is
responsibility of the manger to analyse weather organisation need corporate social responsibility or
not. This helps in moving towards the improvement of society so that more resources are available
to entity. Moreover, it also encourages community to show positive attitude in society and people.
4. Benefits of Social Media and related risks in relevance with organization
It has been determined that there is a significant rise in uses of social media platforms around the
world. It creates significant opportunities for organizations to attract consumers purchasing
behavior towards their product and services. Social media provide different type of benefits through
which entity can increase their overall profitability and productivity in best effective manner. Sultan
restaurant offer ultimate dining experience to their consumers with a cosmopolitan atmosphere in
London. With having exotic range of food and beverages this restaurant satisfy consumer needs and
demands in effective manner (Sanjeev, 2019). Mentioned below that are some certain benefits of
social media through which Sultan restaurant can increase their consumer base and profitability:
Improves Trust and Loyalty: One of the most important benefits which is associated with social
media that allow entity to make significant improvement in trust and loyalty with their consumers.
By taking advantage of social media platform Sultan restaurant can understand actual need of their
consumers and can serve them with quality food and services. Social media is a great way to
establish transparency. In this by allowing guest to share their reviews and post picture about that
experience at restaurants respective business entity can increase their competency in marketplace
(Fordham, 2018).
Affordability: Social media is an inexpensive way to advertise services and products. It has
been determined that old fashion advertising methods did not attract much attention of customers.
Thus in order to ensure long-term sustainability in food and beverage industry Sultan restaurant is
required to effectively attracts attention of their new and existing consumers. In respective entity by
posting pictures and creating awareness among consumers towards new dishes can allow restaurant
to attract significant attention of consumers. In this entity by taking use of weekly special post,
photos, consumer pictures at restaurant, graphics videos and more can ensure high profitability. It

has been identified that Sultan restaurant can also feature there Chef via Face book live video and
can capture consumer attention by making them connected. It is effectively help them to draw
audience attention in affordable manner. It has been identified that social media play a significant
role to increase profitability by undertaking smart way to advertise.
Staying Connected with Guests: Nowadays it is essential for organization to stay
connected regularly with their guest. In this social media provide a great platform through which
entity can ensure communication with consumers in a well effective manner. With the help of
different social media platform Sultan restaurant can keep in touch with their consumers and can
make personal connection with them. This has been evaluated that majority of population spend
most of their time on social media on everyday basis. Thus, by taking advantage of this platform
and taken significantly increased their profitability (Breda, 2019).
Provides Guests with Restaurant Updates: Social media proves to be one of the fastest
way through which restaurant can keep regular updates related to new menu items, events, special
packages, holiday hours etc to their guest. Sultan restaurant by taking use of different social media
platforms like Facebook, Twitter and Instagram can provide their existing and new guest with
restaurant update and can increase their attention in a significant manner.
Related Risk
Social media is a free platform that gives consumers a voice and allows them to share
reviews; sometime negative consumer reviews can significantly cause damage to restaurant. Social
media is a great platform to provide excellent experience to consumers but sometime it can cause
huge problem, as when consumers are unhappy then they take use of social media to share their
grievances. In addition to this it has been identified that most of the consumers complain about
services and products of restaurant directly on social media without getting in touch with
organization at first. Negative post on social media profile of company can lead to towards creating
distaste among other consumers. Along with this has been identified that because of this there is a
possibility that followers on restaurant page can go down. Thus it has been identified that negative
reviews can create dissatisfaction among other consumers at a great extent. Along with this it has
been identified that there are trolls who get paid to ruin successful business image among
consumers that creates a powerful makes to decrease entity goodwill in marketplace(Deepeka,
2019).
Thus according to the discussion it has been identified that social media turns out to be a
great platform through which entity can significantly attract attention of large face of customers.
But somehow there are some certain risk that are related to social media that can affect image of
entity. In this Sultan restaurant is required to undertake some effective measures in order to

overcome these issues in time effective manner. In this it is essential for restaurants to ensure their
presence on all the social media platforms of entity 24/ 7 and ask for consumer feedback on daily
basis. In addition with this by launching initiatives to engage customers in online sample survey is
also one of the effective measures through which respective restaurant can analyze their issues and
problems and can further implement effective strategies to overcome them in best effective manner.
Along with this it is essential for Sultan restaurant to implement well design strategies and develop
formative relationship with their customers. This will allow them to identify their actual need while
ensuring their loyalty towards restaurant. It has been identified that by taking advantage of paid
advertisements company can boost their visibility among audience and can further attract attention
in a significant manner (Kulshreshtha, 2019).
Thus, it has evaluated that social media is one of the most important and essential platform
through which entity can increase attention of consumers towards restaurant services in a well-
defined manner. In order to remain in competition in food and beverage industry it is essential for
Sultan restaurant to take advantage of this platform while undertaking risk factors that are
associated with it, as it can negatively affect organization image in marketplace in this company is
required to implement effective strategies to build long term relationship with consumers.
(Prathyusha, 2019).
CONCLUSION
After a brief analysis of above report, it is concluded that hospitality industry play vital role
in providing services. In business, it is important to be flexible and adjust according to time because
this helps in dealing with situations and events in proper manner. Trends in market are not fixed and
they changed periodically depending upon the customer needs as well as demands. It is essential for
service industry to be aware about emerging trends so that they take decisions accordingly. In
organisation, it also necessary for managers and leaders to select and choose appropriate leadership
style which is to be used throughout the process. Such as participative style has been used by the

chosen firm so that decision making is done in appropriate manner. Also, corporate social
responsibility is needed to be focused in business for wider opportunities. Further, social media are
used in business to promote & access global market but risk associated with these digital platforms
affects the functions and operations of business at deeper level. Hence, emerging trends are to be
adopted with carefully and effective measures. This is because, they are the reason through which
changes & transformation of business is done widely.
REFERENCES
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