Emerging Trends in Hospitality Industry

EMERGING
TRENDS IN
HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Critical Analysis and Application of Leadership Style for Intercontinental Hotels Group. . .1
LO 2.................................................................................................................................................4
Critical Assessment of Organisational Responsibility and Responsible Leadership.............4
LO 3.................................................................................................................................................6
Critical Evaluation of how Corporate Social Responsibility delivers Benefits to IHG.........6
LO 4.................................................................................................................................................8
Critical Judgement on Benefits, Risks and Impact of Social Media......................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry refers to the one which is inclusive of organisations with a range of
services such as accommodation, lodging, food, transport and travel. In addition to this, there are
different services, along with the existing ones which are offered by these companies, such as
recreation and entertainment. Furthermore, the industry is currently experiencing a certain level
of transformation due to different emerging trends that has been taking place throughout the
sector (Jones, Hillier and Comfort, 2016).
Therefore, in regards to this, the report below is based on emerging trends in hospitality
industry and would be undertaking a detailed analysis on Intercontinental Hotels Group, which is
one of the biggest and most recognised organisations within the United Kingdom. Hence, the
assignment covers critical analysis and application of an appropriate leadership style with a
proper and detailed justification in relation to the choice. Furthermore, the report also covers
critical assessment of how organisational responsibility and responsible leadership could lead to
corporate leadership systems to build or enhance their competitive advantage. Moreover, this
assignment is inclusive of critical evaluation of how Corporate Social Responsibility delivers
certain benefits to IHG, as well as to the wider community. Additionally, critical judgement on
the benefits of social media, its related risks and impact on the firm is also included in the report,
along with analysis of strategies for addressing the same.
LO 1
Critical Analysis and Application of Leadership Style for Intercontinental Hotels Group
Leadership refers to the act of guiding, as well as leading a company towards achieving
their corporate and business objectives. It is a highly imperative task which includes setting up
several performance standards, along with effective monitoring and supervising the same so that
the output from the employees is managed and maintained in an appropriate manner (Zaitseva
and et. al., 2016).
Within the hospitality industry, where there are daily targets to achieve, it becomes
imperative to work with a range of different leadership styles. However, an organisation within
the sector is required to choose a particular style which benefits them in each and every aspect of
the business. Therefore, below are certain leadership styles for Intercontinental Hotels Group that
are critically analysed to determine the best approach that could be used by the firm:
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 Autocratic Leadership:
This is one of the most frequently chosen styles within the hospitality sector, which is
associated with the fact that the power and authority within the organisation is not shared by all,
rather just remains by a single or handful of individuals within the company. The approach
includes giving direct orders and instructions to the subordinates which they are required to
follow. Moreover, the company’s strategies and decisions are taken with limited or no
consideration of the viewpoints of the employees. Intercontinental Hotels Group could
appropriately and effectively apply the same through providing daily briefings in precise format
for each employee to understand, as well as to work towards. Moreover, clear deadlines could
also be set by the firm, so that each task is accomplished within stipulated timeframe.
However, in terms of analysing the same, there are various advantages and disadvantage
related to the same. As for the former, this leadership approach is apt towards taking decisions in
a quick and effective manner, due to lesser distribution of power and limited mindsets framing
the decisions. Moreover, it also limits the scope for conflicts as the ultimate decisions lies with
the upper management. However, this approach soon de-motivates employees, due to the fact
that their point of view or their consideration is limited, which leads to disengagement from the
employees which have a negative and direct impact upon their performance.
 Situational Leadership:
The principle on which situational leadership works is based on the fact that there is no
definitive style of leadership which could support a company in different scenarios. Hence, this
theory suggests that a leader within an organisation must adopt their leadership styles based on
the situations that are currently prevailing within the organisation. In relation to IHG, the leaders
within the firm could adopt this leadership by practising different leadership approaches within
the organisation, such as adopting autocratic at times of emergencies or spontaneous decision
making, or democratic approach when employee benefits are needed to be considered.
An advantage related to this approach is that it allows enhancing flexibility within the
company through adoption of accurate and effective leadership approaches. In addition to this, it
enables the firm to keep up with the consistency no matter what the situation arises. However,
one big disadvantage of using this approach is that it requires a leader which is highly expert in
almost every leadership style, which is quite difficult to find. Furthermore, this approach focuses
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