Emerging Trends in the Hospitality Industry

This report discusses the emerging trends in the hospitality industry and their impact on leadership styles, organizational responsibility, and corporate social responsibility. It explores different leadership styles and their suitability for The Bentley Hotel London. It also examines the dimensions of responsible leadership and the steps for effective leadership development. Additionally, it evaluates the benefits of corporate social responsibility and its impact on brand recognition, business reputation, sales, and financial performance. Find study material and solved assignments on Desklib.

Emerging Trends in the
Hospitality Industry

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Analysis of leadership styles....................................................................................................................3
Critical assessment of organizational responsibility and responsible leadership....................................5
Critical evaluation of Corporate Social Responsibility..............................................................................7
Social media............................................................................................................................................9
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12

INTRODUCTION
Hospitality industry is a sector which deals in recreation as well as leisure services. It
provides a wide variety of services to its different customers and clients (Aithal, 2019). Resorts,
hotels and other recreation centers come under this industry. This industry deals with different
types of clients every year and can achieve higher growth in the future. There are emerging
trends within the hospitality industry which can shape its future in the long-run. There are also
various types of innovations coming up under this industry which can attract the customers
towards and help it in growing substantially in the future. This report is based on The Bentley
Hotel London which is a Five-Star Hotel operating in London, United Kingdom. In this
assessment, specific focus will be made on analysis of leadership styles, role of organizational
responsibility and responsible leadership in getting competitive advantage. Additionally,
evaluation of CSR in delivering benefits and critical judgment of benefits of social media will be
discussed as a part of this report.
MAIN BODY
Analysis of leadership styles
There are different types of leadership styles which an organization can adopt. They have been
discussed in the context of The Bentley Hotel London as follows-
 Autocratic style- In this style, a leader focuses on giving orders and directions and
orders to the subordinates. The focus is on getting the work done (Dell and et.al., 2017).
The managers of The Bentley Hotel London can adopt this style which will lead to
autocracy in the organization and it’s decision-making. The employees will have no
authority to take decisions on their own which can affect certain tasks in the organization.
However the manager will have complete control over the operations of the enterprise.
Thus this approach basically has an authoritarian focus.
 Authoritative style- In this approach, a leader makes focus on setting a vision for the
entire organization so that the subordinates can follow. Unlike the autocratic leaders,
authoritative leaders take certain time to explain their thinking. They don’t just issue the
orders. They also take ideas from people within the organization on achievement of
organizational goals and objectives. The managers of The Bentley Hotel London can
adopt this approach as it is better than the autocratic style and will ensure that the
organization achieves success in the future.
 Pacesetting style- In this approach, the leader sets an example for the people working
within the organization. Example is set by performing of job by the leader so that other
people can follow. Thus it uses an approach of guiding the follower within the

organization. The managers of Bentley Hotel London can adopt this style which will
lead to more efficiency and effectiveness in the operations of the hotel and will provide it
with a distinct strategic advantage for the future.
 Democratic style- Democratic leaders have a particular way of working. They function
by taking advice from the employees on taking decisions and also involve the workers
within the decision-taking process of the enterprise (Gursoy, 2018). Thus democracy is
ensured within this style of leadership. Also, authority is properly delegated,
responsibility is created and accountability is fixed properly within the organization. This
allows for smoother functioning within the organization. The managers of The Bentley
Hotel London can adopt this style which will lead to democracy within the organization.
This style will ensure that the ideas and suggestions of workers are given due respect
which may also benefit the organization in the long-run as it may attain strategic
advantage over its competitors and also lead to maximization of profits in the long-run.
 Coaching style- In this style, a leader may act like a tutor or mentor and can guide or
coach the people working within the organization. This style may lead to motivation of
people working within the organization as they will work under the expert guidance of a
manager who is acting like a mentor to them. The managers of The Bentley Hotel
London can adopt this style which will lead to development of skills, competencies of
staff working within the hotel. Also the overall efficiency, effectiveness and productivity
level within the organization will increase substantially in the future. This will provide
strategic advantage and will lead to maximization of profits in the future. Thus this
approach is quite helpful for people working within the organization. They can get
guidance and can get their queries, problems and issues solved with the management.
Thus this will help in facilitating their development and they will be able to make
significant contributions to the enterprise in the future time period.
 Affiliative style- In this approach, a leader can allow the employees to take decisions by
involving them in the decision-making process within the organization (He and et.al.,
2018). This increases the motivation and morale level of the employees as they feel
empowered to take certain decisions on their own and rest of decisions by being involved
in the process with the superiors. This approach leads to increase in overall efficiency,
effectiveness and productivity level of the subordinates which helps the organization in
the long-run itself. The managers of The Bentley Hotel London can adopt this style
which will lead to efficiency in the operations of the hotel. Also, this approach will be
quite helpful for the long-run for the hotel in getting strategic advantage and aiming for
maximization of profits.
 Laissez-Faire style- In this approach, a leader can offer free rein to the employees
working within the organization. This is quite a relaxed leadership style in which leader
rarely interferes in the decision-taking process and allows for the complete freedom to the
subordinates. This style will ensure that the productivity is increased within the company.
The management of The Bentley Hotel London can adopt this style which will lead the
employees to act according to their own will and consult leaders only for the important

matters. Thus this style can be quite helpful for the company in the long-run. This will
allow it strategic advantage over its competitors in the market.
Justification- The managers of The Bentley Hotel should adopt democratic leadership
style as this style will ensure that their hold is maintained on the staff as well as the
employees are also empowered to take certain decisions on their own. This will lead to
increase in the overall efficiency and effectiveness within the organization which will be
quite helpful for it in the future. The decision-making abilities of employees of hotel will
also develop which will be good for the prospects of the hotel.
Critical assessment of organizational responsibility and responsible leadership
Organizational responsibility and responsible leadership are quite essential if an
organization wants to succeed in the future time period (Jones, Hillier and Comfort, 2016). There
are certain dimensions of responsible leadership. They have been discussed in the context of The
Bentley Hotel as follows-
Awareness- Awareness is an important dimension for a leader. It is important for a
leader to stay aware about what is happening within the context of an organization. This allows a
leader to excel within the organization by ensuring that the subordinates are following the orders
and directions. The Bentley Hotel’s managers need to focus on this aspect because this will lead
to more efficiency as well as effectiveness within the processes of the organization. This will
ensure that the leadership abilities of leaders develop and they understand their responsibility
within the organization to help it grow in the future.
Vision- Vision is another important dimension for a leader. It is important for a leader to
set a particular vision for the organization to follow in the future (Manning, 2018). Setting of a
vision helps in preparation of a strategic roadmap which helps in attaining success in the future
time period. Thus, the managers of The Bentley Hotel should have vision so that they properly
execute their responsibility and display responsible leadership which is so important for attaining
sustainable success within the organization and helping it get ahead of the level of competition
prevailing in the market. Thus vision helps in execution of responsibility and helps in
development of responsible leadership.
Imagination- Imagination is another important dimension for a leader. For leaders, it is
very important that they stay imaginative and always keep thinking about the new ideas and
innovations that may help the organization to succeed in the market in the future time period. For
the mangers of The Bentley Hotel, it is important that they develop imagination as one of their
abilities. This will help the organization in succeeding in the future.
Responsibility- Responsibility is another important dimension for a leader. For leaders, it
is quite essential that they understand their responsibility well which will help them in

succeeding as a leader as well as a manager. In The Bentley Hotel, the managers need to aim for
developing responsibility for the work being done by them which will develop overall
organizational responsibility and will lead to development of efficiency and effectiveness in the
future. Thus it can be said that development of responsibility in leaders leads to development of
overall organizational responsibility and also allows for responsible leadership.
Action- Action is another important dimension for leadership. For leaders it is necessary
that they take action at an appropriate time in the organization (Min, Swanger and Gursoy,
2016). For the managers of The Bentley Hotel London it is quite an important dimension which
will help them in succeeding in the long-term against the stringent competition which is
prevailing in the market. Thus it is highly essential that the actions are taken at an appropriate
time which develops their value in the organization and also provides proper rewards. The
action-taking ability of a leader leads to development of organizational responsibility and
responsible leadership in the future time period. This will ensure that the organization is able to
achieve its short-term and long-term objectives.
Thus from the above discussion it can be said that all these dimensions of leadership are
quite important for development of organizational responsibility and responsible leadership in
the future time period. This is necessary for the organization if it has to gain competitive
advantage in the future time period.
After the organizational responsibility and responsible leadership has been developed it is
essential that effective leadership is developed within the organization. The steps which are
required for effective leadership are as follows-
Determination of best leadership style- It is important for a leader to determine the best
leadership style which will suit the organization (Moore, McDonald and Bartlett, 2018). This
will lead to ensuring that a corporate leadership system is developed within the organization. The
Bentley Hotel’s manages have to make a note of this.
Identification of current and potential leaders- Current and potential leaders need to
be identified within the organization (Tolkach, Chon and Xiao, 2016). The Bentley Hotel’s
managers need to identify them so that corporate leadership system can be developed.
Identification of leadership gaps- When the gaps within the process of leadership are
identified it automatically leads to development of corporate leadership. Thus, The Bentley
Hotel’s managers have to note this.
Development of succession plans- Succession plans have to be developed within the
organization which will lead to efficiency and effectiveness when the new leadership takes over.
Thus, The Bentley Hotel’s manages have to ensure this.

Development of career planning goals- Career planning goals have to be developed in
the organization (Pestana, Sánchez and Moutinho, 2019). The leaders need to ensure these goals
are fulfilled within the organization. The Bentley Hotel’s leaders need to ensure this.
Development of retention programs- Retention programs have to be prepared so that
those leaders can be retained whose leadership ability is efficient and effective within the context
of the organization. Thus, The Bentley Hotel’s leaders have to ensure this within the
organization.
Therefore, from the above discussion it is clear that these steps will develop effective
leadership in The Bentley Hotel which will lead to development of corporate leadership systems.
These systems are highly essential if an organization has to sustain in the long-term in the market
and has to attain a strategic competitive advantage against its various competitors in the future.
Critical evaluation of Corporate Social Responsibility
Corporate Social Responsibility i.e. CSR is a self-regulation which is used by the
companies to self-regulate themselves and engage in volunteering and ethical practices. Like all
the other organizations, The Bentley Hotel also has corporate social responsibility which it has to
fulfill.
CSR offers various benefits for the organizations. The benefits of CSR in the context of
The Bentley Hotel are discussed as follows-
Better brand recognition- Fulfillment of CSR leads to development of goodwill which
in turn leads to better brand recognition. Thus, The Bentley Hotel can be benefitted by fulfilling
its CSR so that it can enhance its already existing goodwill in the market and also facilitate better
brand recognition among the customers.
Positive business reputation- Fulfillment of CSR leads to positive business reputation
which can lead to enhancement of a company’s image in the future (Pirani and Arafat, 2016).
Thus, The Bentley Hotel’s managers can aim for facilitating positive business reputation so that
it can help them in the long-run.
Increase in sales and customer loyalty- Fulfillment of CSR can lead to an increase in
the sales and the customer loyalty towards the firm (Wood, 2017). Therefore, it is important for
The Bentley Hotel that it fulfills its CSR so that its sales can increase along with an increase in
the customer loyalty.
Savings of operational costs- Fulfilling CSR leads to savings in the overall operational
costs of the company. Thus, it becomes important on the part of The Bentley Hotel that it fulfills
its CSR so that it can save on its operational costs. This is going to benefit it in the future time
period.

Better financial performance- Fulfillment of CSR leads to better financial performance
in a company (Ramachandran and Ruthramathi, 2020). Therefore, If the managers of The
Bentley Hotel have to improve their financial performance than they must aim for fulfilling their
organization’s CSR so that it helps them in improving their financial performance which will
also reflect on their overall performance.
Greater ability to attract talent and retain staff- Fulfillment of CSR leads to greater
ability of the organization to attract talent and retain the existing staff of the organization. If The
Bentley Hotel’s managers fulfill the hotel’s CSR then it will lead to attracting talent and
retention of skillful workers in the hotel.
Organizational growth- Fulfillment of CSR also leads to organizational growth. Thus,
The Bentley Hotel’s management needs to fulfill their CSR so that better organizational growth
can be facilitated in the future.
Easier access to capital- Fulfillment of CSR can provide easier access to the capital for
the organization. Thus it becomes quite essential for the managers of The Bentley Hotel that they
fulfill their hotel’s CSR so that they can get easier access to the capital. When an organization
fulfills its CSR its reputation grows and so does its goodwill. This leads to easier access to funds
whenever required by the firm for various purposes like expansion, diversification, innovation
etc. This helps the company to grow in the future and helps it in attaining strategic competitive
advantage against its other competitors. This is going to help it in the long-run.
Benefits of Corporate social responsibility for the society-
The benefits which CSR offers for the society are as follows-
 Solving of problems- When companies fulfill their social responsibility this leads to
solving of the varied problems which society members face. Thus, the managers of The
Bentley Hotel need to focus on solving of problems related to the society.
 Better standard of living- By fulfilling their social responsibility, companies need to
ensure that they develop a better standard of living for the members of the society (Rao
and Prasanth, 2020). Therefore, the managers of The Bentley Hotel need to focus on
developing a better standard of living for the society.
 Better quality of products- When companies fulfill their social responsibility, they
ensure that they make better quality of goods which can benefit the customers as they can
realize the value on price paid by them for the products and services. Thus, the managers
of The Bentley Hotel can make sure that they provide best services to the customers so
that they realize the value of money paid by them for availing these services.
 Reduction in prices- When companies fulfill their social responsibility, they ensure that
their costs are reduced and thus the benefit can be passed on to their customers by
reducing the prices. Thus, the managers of The Bentley Hotel can make sure that if their
costs are reduced then they should also lower the price of the services of the hotel for the

customers. This will benefit their customers as they will be able to avail the services
provided by the hotels at lower prices and get superior value for the money they pay.
Thus it will enhance the hotel’s reputation and fulfill its CSR.
 Value for the society- By fulfilling their social responsibility, the firms can make sure
that value is added is added for the society (Sadik, 2017). This can be ensured by
providing superior quality of products and services to the members of society so that the
price which they are paying for using these goods and services is realized in the form of
value derived from them. Thus, if The Bentley Hotel can make sure to provide value in
its services to its clients then it will keep them happy. Clients can thereby give positive
reviews about the hotel which will give it long-term strategic advantage for the future.
Social media
Social media refers to interactive computer-mediated technologies which facilitate
creation or sharing of information, ideas, career interests and other forms of expression via
virtual communities and networks (Sanjeev and Birdie, 2019). The Bentley Hotel needs to make
use of social media because it also acts as an emerging medium for marketing and promotion.
Benefits of social media for the businesses-
 Increase in brand awareness- Using social media for marketing leads to increase in
brand awareness of the business among the customers. The use of social media by The
Bentley Hotel for marketing has led to increase in its brand awareness.
 More inbound traffic- Using social media for marketing purposes can lead to an
increase in the inbound traffic on the website. This has increased the website traffic on
the website of The Bentley Hotel which has resulted in more business.
 Higher conversion rates- Using social media for marketing purposes has led not only to
an increase in more customers visiting the website but has also led to higher conversion
rates. This has increased the business and revenue of The Bentley Hotel.
 Better customer satisfaction- Use of social media for marketing purposes has enhanced
the overall satisfaction level of the customers. This has led to positive reviews and thus
has helped in attracting more customers towards the business. The Bentley Hotel’s
customers and clients are now satisfied with the services offered by the hotel.
 Improved brand loyalty- Use of social media has led to improvement in brand loyalty
towards the business. The customers are now increasingly becoming brand-conscious and
want best services from the companies. The Bentley Hotel’s social media strategy has led
it o improve its brand loyalty among the customers. The clients who had availed the
services of the hotel in the past are returning back by displaying brand loyalty. This has
been made possible due to the effective social media strategy used by the hotel for its
marketing which has significantly boosted its business and has also led to more
customers coming to the hotel. This will help the hotel in maximizing its profits in the
future.

Risks of using social media for business-
 Reputation management- If a negative publicity is done about the business on the social
media then it can adversely affect the reputation of the business (Santeramo and et.al.,
2018). This can lead to negative reviews about the business of the company. The Bentley
Hotel faces this risk.
 Security issues- Hackers can steal the confidential data related to the company’s
operations which can create security issues (Top five risks companies face when using
social media, 2014). This risk is also faced by The Bentley Hotel.
 Engaging in two-way dialogue- The customers can criticize a business freely on social
media which can be viewed by other customers. This is also a risk faced by The Bentley
Hotel.
 Trust- The organization needs to trust its employees while using social media. If the
organization lacks that trust then it can affect its social media operations. This is also a
risk which is faced by The Bentley Hotel.
 Wastage of time- The use of social media is addictive and many workers may waste
their time on it. Thus it can affect the operations of the business enterprise which may
affect its profits. This is also a risk which is faced by The Bentley Hotel.
Strategies for addressing the risks-
 The risk of reputation management can be addressed by creating an approval process
within the company (Sen and Kaushik, 2016). The Bentley Hotel’s senior staff can
handle this responsibility effectively. Thus in this way the hotel can mitigate this risk
effectively and efficiently. This will help the hotel in managing its reputation on social
media.
 The risk related with the security issues can be addressed by working with the IT
department to create security software which protects against these attacks. The Bentley
Hotel’s IT department can work in this regard so that the risks are mitigated effectively
and efficiently. This will help the hotel in dealing with the security issues and mitigating
them effectively.
 Risk related with engaging in two-way dialogue can be mitigated by carefully monitoring
the social media platforms so that negative feedback can be quickly identified and dealt
with (Shereni and Chambwe, 2019). The Bentley Hotel’s IT department can work
towards it which will lead to quick solution of the complaints of customers and clients
and will ensure that risks are mitigated. This will help the hotel in quickly solving the
complaints of clients so that its problems related with two-way communication can be
solved effectively.
 Risk related with trust can be mitigated by creation of an extensive training program in
which Do’s and Don’ts are displayed. This will lead to understanding of company’s
mission and vision which will ensure that the trust is maintained. Thus, the managers of

The Bentley Hotel can use this strategy to mitigate this risk effectively. This will help the
hotel in mitigating the risk associated with trust.
 Risk related with wastage of time can be mitigated by closely supervising and monitoring
the time of the employees so as to see whether they are using their time on social media
productively or not (Singh, 2017). The Bentley Hotel’s management can adopt this
strategy which will lead to effective use of social media within the organization. In this
way the hotel can ensure that its staff is making the use of time productively. Thus this
will lead to staff of hotel using social media productively which will help the company in
the long-run by giving it strategic advantage over its competitors and will also enhance its
level of profits. Thus in this way the company can make sure that it achieves both its
short-term and long-term goals, targets and objectives in the future.
CONCLUSION
From the above report, it can be concluded that hospitality industry is a fast-growing
industry with a lot of potential. This industry includes hotels, resorts, recreation centers and
various other businesses. This industry actively serves various customers and clients and
provides them full satisfaction for the services which are availed by them. Thus it leads to
efficiency and effectiveness. There are different trends emerging in this industry which can
facilitate its higher growth in the future. There are different types of leadership styles which a
manager can choose according to the prevailing circumstances of the business. Organizational
responsibility and responsible leadership leads to corporate leadership systems which facilitate
competitive advantage. CSR can deliver benefits not just towards an organization but also to the
larger community. There are different benefits of social media for the businesses along with risks
which can be mitigated if effective strategies are used.

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Online

Top five risks companies face when using social media. 2014. [Online]. Available through:
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