Emerging Trends in the Hospitality Industry

The present report will discuss the areas such as leadership styles and practices, responsibility of organization and leaders, benefits of corporate social responsibility and incorporating social media practices for better customer satisfaction and experiences with reference to hospitality organization. MAIN BODY 1.Leadership and leadership styles within hospitality organization Leadership is providing direction to the group of people to achieve the team goals and objectives which are actually meant for achieving higher organizational goals and objectives.

Emerging Trends in
the Hospitality
Industry

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1.Leadership and leadership styles within hospitality organization.......................................1
2. Organizational responsibility and responsible leadership are two leadership concept in
hospitality industry.................................................................................................................4
Critical evaluation of application of both organizational responsibility and responsible
leadership in context of private, public and third sector institution ......................................4
3. Critical analyses of the benefits of the CSR to the hospitality industry, government and civil
society.....................................................................................................................................6
4. Social media practices and their implications that contributed in better customers
satisfaction and experience ...................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Online...................................................................................................................................13

INTRODUCTION
The hospitality industry is a very changing industry where in every now and then there is an
emergence of new trends. The present report is also based on the same matter highlighting
various modern trends and practices followed in the hospitality industry (Al Khajeh, 2018). The
most common trends emerged nowadays in hospitality industry are; highly increasing
competition, service oriented operations, consciousness towards customer value, new trends in
marketing and managing hospitality concerns due to technological developments, customer’s
and governmental concerns towards sanitation. The present report will discuss the areas such as
leadership styles and practices, responsibility of organization and leaders, benefits of corporate
social responsibility and incorporating social media practices for better customer satisfaction and
experiences with reference to hospitality organization. And for this, the Regent Hotel which is
based in UK will be taken to explain various concepts and trends in hospitality sector.
MAIN BODY
1.Leadership and leadership styles within hospitality organization
Leadership is providing direction to the group of people to achieve the team goals and objectives
which are actually meant for achieving higher organizational goals and objectives. It refers to
influencing people’s behavior within organization to motivate for higher individual and
organizational performance (Fiaz, Su and Saqib, 2017). The various benefits and importance of
incorporating best leadership practices within organization are:
 It provides guidance and motivation to the employees of the organization.
 It builds confidence and morale in the employee’s behavior to perform at a much higher
level.
 It allows managers to establish coordination between individual and organizational
objectives.
Leadership styles: It refers to the way in which a leader gets the work done from the employees
under them. Not all leaders use the same way of getting task done or achieving the team goals
(Veliu and et.al., 2017). Like, some have a style of rewarding for higher performance while
some have the style of punishing employees for not completing the task on time. With reference
to organizations and more specifically hospitality organizations, there are many leadership styles
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that are commonly applied by leaders within hospitality sector to get the work done (Rahbi,
Khalid and Khan, 2017).
Autocratic leadership style: Here all the powers lies with the leader and no views, opinions and
suggestions are invited from employees. They are not allowed to do anything against their
leader’s decision even if it is in best interest of the organization. All decision making power lies
with the leader itself and the employees are expected to do only what has been asked from them.
Advantages
 Faster decision can be made and communicated appropriately along with improving
productivity of the employees (Gandolfi and Stone, 2017).
Disadvantages It creates dependency on leader for each and every minor decision. It creates problem of
employee turnover and absenteeism due to inappropriate working environment.
Democratic leadership style: This style is also known as a participative leadership style, as
under this style, the employees are also invited in terms of their suggestions and views. The
employees are also allowed to participate in decision making activity. The biggest advantage of
this style is that the employee base become more skilled, motivated and satisfied. The only
disadvantage of this style is that it is quite time consuming as the it causes the problem of
delayed decisions.
For example: Manager having an interest in the lives of the subordinates and taking timely
feedback from them as they view their workers as the future of their company.
Transformational leadership style: Under this particular style of leadership, the leader
coordinate with their subordinates in order to recognize the changes needed to survive the
competition along with influencing behavior of the subordinate to manage and implement
change. This style allows for achieving high level and remarkable targets. It provides employees
to make decision their own once they get trained. This style is suitable for long run perspective
in order to make necessary changes that are inevitable. The advantages of this leadership styles
are that it allows to reduce employee turnover rate. It also allows to introduce and manage
change in order to compete. The disadvantages of this style are it required from leaders to
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continuously obtain feedback. Also, only those tasks are pursued that can be accomplished by
the subordinates, thus provide narrow scope for development and growth.
Transactional leadership style: As the name suggests, the leader focuses on giving or transacting
with the subordinates like rewarding, providing incentives and any other act or behavior of
leader which influences or motivates subordinates to perform in a desired manner (Araslı1 and
Arıcı, 2019). This act reflects that in order to get the task accomplished, the leader offers
something which can be known as exchanging or transacting and accordingly the style is called
as transactional style of leadership. For example: if the working staff in the hotel industry are
awarded on the basis of visitors due to their better and satisfactory services, then this is known
as transactional leadership style. As the manager is offering something like bonus, to enhance
the customer base of the hotel, which is nothing but an exchange mechanism agreed between the
manager and workers.
The advantage of this style is that it facilitates self – motivation among subordinates for
maximizing their productivity. The disadvantage of this style are, it provides comparatively less
room for innovations and change introduction along with rigid control systems due to the strict
rules and regulations to be followed that has been made by the leader.
The Regent Hotel based in UK has implemented democratic or participative and
transformational leadership style in their operations and organizational environment. The reason
behind choosing these styles are; as the hospitality industry is highly innovative and needs
timely introduction and implementation of changes to meet the changing demand, tastes and
preferences of the customers. The new and emerging trends within hospitality sectors can be
best implemented in the hospitality organization through the application of this leadership style
by the leaders (Huertas-Valdivia, Gallego-Burín and Lloréns-Montes, 2019). The democratic
leadership style is helpful and relevant in multi-cultural organization as the employees or
subordinates from different background, views and perceptions are invited for their suggestions,
views and opinions, and this is very helpful in meeting cross-cultural need of both the
organization and the customers. Through this inspirations and opportunities for growth and
development can be provided.
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2. Organisational responsibility and responsible leadership are two leadership concept in
hospitality industry
Organisation operates its several functions in external environment in order to earn profit
margin by delivering qualitative services to customers. Such as it is responsibilities of firm is to
ensure that all others are not put at risk due to several activities and operation of business.
Moreover, it is responsibilities of organization to fulfil expectancy of stakeholders like
employees, government, suppliers, customers and other interested parties. So it is
responsibilities of organization to ethically behave while operating its business or contribute
corporate social responsibility. There are many other responsibilities that needs to be
accomplished by company while performing its task so that needs of customers can be fulfilled
beyond their expectancy level (Modarres and Pezeshk, 2017). For examples: ensure health and
safety of employees, make optimum utilization of resources and abiding to laws and regulation
are some of the key responsibilities that has been abided by company.
The another concepts of responsible leadership can be defined as type of leadership in
which leaders incorporate values, principles and ethics while taking several decisions that can be
fruitful for all. Leaders is an individual that has capabilities to influence people to perform
particular task in specific manner so that best outcome can be achieved. So, responsible
leadership of Regent Hotel ensured that stakeholders are linked with shared meaning as well as
purpose of organisation. Moreover, being responsible is one of the best quality of successful
leaders as it always take decision that can be beneficial for number of individuals that are living
in the society (Farrington and et.al., 2017). Thus, it can be stated that responsible leadership has
good judgemental ability to take right decision that could be fruitful for organisation as well as
several stakeholders.
Critical evaluation of application of both organisational responsibility and responsible leadership
in context of private, public and third sector institution
The two important concepts discussed above that is organizational responsibilities and
responsible leadership clearly states that it helps company in attaining its end objectives in the
best possible manner. Private, public and third sector's institution are three different segment in
which companies are classified in external environment. Both organization responsibilities as
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well as responsible leadership have different application to all these three sectors which can be
illustrated as follows:
Public enterprise: These are organization that sold its share to public through initial public
offering that contributing in arranging maximum number of capital for smooth operation of
business. So such organization responsibilities is to hold annual general meeting in which each
shareholders has equal right to vote in order to elect new member to board of director.
Moreover, organizational responsibilities to make decision, policies and rules that are fruitful not
just for firm rather than maximum number of people living in the society (Bouraoui and et.al.,
2019). At the same time all legal requirement related to become public companies needs to be
followed so that no harm or cheating can be done to shareholders of the organization. On the
other hand it can be stated that leadership responsibilities in context of public enterprise is that
while taking any decision it needs to considered view points of shareholders. Likewise,
incorporate ethical values in terms of providing equal opportunities to all shareholders to share
their respective feedback so that right decision can be taken for growth and expansion of
business.
Private enterprise: These are enterprise that mainly operate in order to enjoy profitability by
delivering qualitative services to range of customers. Thereby organizational responsibility is to
take steps towards social benefits so that needs of individuals can be fulfilled. For example:
Regent Hotel responsibly take initiative towards corporate social responsibilities by making the
best use of available resources (Blasi, Caporin and Fontini, 2018). While responsible leadership
in relation to private enterprise incorporate action that not only yield more profit to company but
also benefits to employees, suppliers etc. For examples: leaders of Regent Hotel has promoted
ethical value in the organization by rewarding and respecting each individual for their great
efforts. It has also takes decision that ensure protection of environment as well as natural
resources so that people can live healthy lifestyles.
Voluntary organization: It is non-profit organization that undertaken various activities in order
to provide support to public so that they can live better lifestyles. Organization responsibilities
of voluntarily firm is to provide social and economic benefits to people without an purpose to
earn maximum profitability. So main responsibilities is to promote development of society by
making lifestyle of people better. On the other hand, it can be illustrated that responsible
leadership followed principles and ethics while deciding and providing services to people and
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handling diverse staff member (Wong and Dhanesh, 2017). Thus, it contributed in making them
happy and satisfied and growth of economy by providing services or support to people.
3. Critical analyses of the benefits of the CSR to the hospitality industry, government and civil
society
Corporate Social responsibility is act as a tool for the company through which company
can address the triple bottom line approach of the organization and achieve the balance between
this three approach ((Kao and et.al., 2018)). It includes the economic, environmental and social
imperatives. It is a management concept which help the organization to pay attention towards
the social and environmental issues.
Benefits of implementing CSR to the Regent Hotel:
In order to take competitive advantage, the Regent Hotel implemented the CSR tool in
their organization. It helps the company in different ways such as increased employees
satisfaction, improved public image, increased customer loyalty and increased creativity. Increased employee satisfaction: In order to enhance the profit, the company put their
focus on the employee satisfaction. Because it is employees, who can give their best to
enhance the company's market share ((Sciarelli and et.al., 2020)). For this purpose,
Regent hotel starts involving their employees in different decision-making processes. To
enhance the productivity and satisfying the employees, company treat their each and
every employee in respected manner and also supported in their jobs. Company also
provide various personality-development session to the employees, to gain motivation
and increase morale. Improved public image: By contributing their percentage towards the preserving planet's
beauty and diversity, company is working hard to reduce the energy use and carbon
emissions with the climate science. In the present era, only 9% of the plastics being
recycled and one third of the food produced being wasted in the world. But in spite of
that, the different hospitality industry such as Regent Hotel tries their best and work
towards transforming themselves into the minimal waste hospitality sector. In order to
improve the brand public image of the company, Regent Hotel grab the opportunity of
advertising this CSR initiatives in the market. Increased customer loyalty: In order to become a top purchasing driver of their brand,
Regent Hotel focus towards aligning the corporate values with the personal values of the
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customer. It helps the company in increasing the customer loyalty towards their brand
name ((Igwe, Icha-Ituma and Madichie, 2018)). Company offer to their customer the
online booking service and best check-in experience in order to create better impressions
because first impressions is always the last impressions.
 Increased creativity: By contributing towards different social welfare events and CSR
initiatives, Regent Hotel encourages and motivates their employees to incorporate new
ideas in doing their work. It increases the creativity of the workers. For this purpose,
company also focus towards creating the positive environment in the workplace. It
includes organizing and conducting the different sessions such as meditation, exercise
and training session in the organization.
Benefits of implementing CSR to the hospitality industry:
Benefits of implementing CSR in any sector especially hospitality sector is not only
related to the profit making but its benefits goes beyond that. It indicates that company should
look out to their employees, large society and environmental changes in order to enhance the
profit, people and planet. Implementing CSR in hospitality industry helps the business in
enhancing the both internal and external growth of the company ((Khattak and et.al., 2019)).
CSR initiatives also become important for the hospitality sector when it comes to leverage a
company's core competencies. By adopting the new technologies, business models and
operational processes hospitality sector can contribute towards social welfare. One of the most
important challenge hospitality sectors are facing nowadays is managing the customer demand
without compromising their service quality. For this purpose, hospitality sector must involves
their business in the different social and environmental welfare events.
Benefits of implementing the CSR to the government:
Government is usually wants from all sector to produce the product and render the
services to their customer by following the two approaches. It includes first by using the triple
bottom line approach during their whole operations and second requesting their supplier and
partner to follow ethical standard in order to meet the CSR target. It is because it helps the
government in controlling the pollution of the country. As the manufacturing method of the
industry have the direct link with the pollution effect. By adopting the CSR initiative company
can reduce the pollution and their harmful impact in the country. It also helps the government in
the various ways by producing the eco-friendly products. Eco-friendly products are the products
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which recycle the same material such as recycling of plastics helps in reducing the savage
blockage etc ((Johnston, 2017)). It also provides the benefits to the government in the way
indicating that if the industry of any country is adopting CSR principles means that the
government of that country are experting CSR principles.
Benefits of implementing the CSR to the society:
Apart from providing the benefits to the company, industry and government, CSR also
play important role in the well-being of the society. By knowing that corporations are producing
the goods and services by adopting the CSR initiatives, the people will feel safe and secure.
That's why it is important for the company to let consumers know that company is adopting CSR
principles in their company ((Yu, Cao and Tan, 2019)). By paying attention to the material
recycle, developing better product durability and by using more renewable resources in order to
keep the environment clean company can contribute towards society well-being. There are
companies who have taken up programs such as plantation of saplings in huge number. This has
benefited in government approach to increase green cover in the society. The initiative of
corporate also helps increase awareness in the youth to take part and do their bit in green belt
conservation. The corporate can also lend machinery in cleaning of water resources who are in
manufacturing sector which will help government save costs on machinery. This will not only
ensure safe water but also safe aquatic life. Water replenishment programs can be taken up to
increase level of groundwater in society. The companies can use their roof tops in roof water
harvesting purposes where there is less of rainfall and company has a wide presence. The
sponsorship of such programs taken up by corporate will also infuse ethical approach in society.
People will get a sense of responsibility in thinking and implementing of methods of water
conservation.
4. Social media practices and their implications that contributed in better customers satisfaction
and experience
Nowadays, social media plays very crucial role for the companies in marketing and
communication. All the organizations are performing online marketing with the help of social
media. Hospitality industry have being grown very quickly with the help of technology. Through
technology used by hospitality industry now emerging their marketing experiences through
social media (Wang and et.al., 2020). It helps to communication with public through online
platforms like twitter, Facebook, Instagram, LinkedIn and remain connected with their
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customers to solve their queries online. Regent Hotel is also using the social media marketing
for their brand awareness and to remain connect with their existing customers and new
customers. Their social media handle is being updated regularly and solving the public query
through online platforms are also performed. These not only aware the customers about the
company working and event but also it builds trust and customers satisfaction among their
customers. It also shows the better customers service by the company that build loyal customers
and increase the brand value among the customers.
Regent hotel website is also one of the most promotional tactic that showed very
attractive look to customers and feels better experience but using with it. Company's website
directly shows the hotel details and their benefit to stay with them. Better offers towards the
booking of hotels and satisfy customer by using authentic source in booking and raising
inquiries. Website presence bring far reach in market and customers to get more booking online.
The large number of engagement of people on website for reservation and booking, customers
are provided with more detailed information about the choices in stays through reviews by
customers. Company's website are designed in a way that directly attract the customers towards
the hotel. Social media also help for promoting the website on their online platforms by
providing direct link to company's website. The technology used for the company's website that
for promotion when customers experience the computer graphics of room, interior and exterior
of hotel customer want to stay. It also reduces the operating cost of company with increase in
loyalty with occupancy rate in hotel.
Through search engine website presence had increase in web page ranking of website.
As, search engine proactivity changed the ranking of web page on internet as a with the change
in website traffic and hits (Sigala, Rahimi, and Thelwall, 2019). Through website, it increases
the conversion rate of prospectives guest who are looking for hotels in searched areas. It also
reaches out to customers with live chat software help management to reach out potential
customers. SEO tool is being used to increase the website presence and uses as a promotional
technique. On the other hand, marketing of Regent Hotels also made easy through attractive
design effectively that create online buzz in market and offline reputation of company. Online
marketing tools are also used by Regent Hotels that help to promote their brand name and online
presence in market by using effective tools like Google Analytic, Facebook marketing,
Instagram marketing and twitter marketing etc. that help to reach large number of customers and
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increase their engagement through company post and stories. The promotion is being made by
running campaign for marketing. It increases the engagement between customer and company
that satisfy the need and wants of customers. This also shows the company work and events that
are upcoming and held by company and their awareness about the certain causes which can be
seen through social platforms (Yu,Li, and Jai, 2017).
Email marketing tool is being used by company for regular communication and new
updates to their customers. This marketing is traditional but used in a modern way that help
company to promote their brand name and updates from company side to their customers. The
mail contains promotional content, membership offers content and other important information
that need to be shared with their customers. It increases the satisfaction level towards the
customers as they feel important for regular updates provided from company and shows the
relevant information like upcoming event, annual meeting, membership programs details and
other which brings loyalty towards company.
Other forms are Facebook and Instagram which are used for engagement and reach to
large number of people by uploading post and stories of hotels, room and events that are help
within hotel or outside premisses. These posts are promoted on paid basis and targeted audience
are selected. Whereas, twitter is used to connect with customers and their replies or queries
related to hotel and help in exchange for information between company and audience. But
LinkedIn is basically used for generating the leads of audience and after then converted into sale
by the offering an attractive price and package by Regent Hotel. It also builds social network of
company with organizations and leaders that are connected with company.
Hence, digital marketing help company to increase their promotional efficiency widely
and help to promote their brand name in the market. This promotional activity aid to gain the
customers' satisfaction level and loyalty towards company. It increases goodwill and brand name
in market of same industry and help to gain competitor advantage through attractive designing of
website which include videos, photos and facilities that are provided by Regent company for
their customers. Nowadays, website is the core tool for promotional and reaching to audience
which maintain trust and safety to customers (Sahoo, 2018). Whereas, other marketing
techniques are used for promotional activity which basically include Facebook, Instagram,
twitter and email marketing. On the other hand, Search engine optimization is used for
increasing the website presence on internet through engagement and traffic on website. The
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satisfaction level is also gained through communication and connecting with their customers and
increase their satisfaction level by solving their query. The experience and satisfaction level is
most important factor for company to maintain which directly impart on their brand name and
goodwill in market.
CONCLUSION
From the above report it can be concluded that leaders are important for organization as
they motivate employees to work hard so that company can retained its market positioning.
Autocratic, democratic and transformation are some of the leadership styles that are used by
leader of Regent Hotel while performing several activities for benefits of organization.
Moreover, it can be summarized that both responsible leadership and organization responsibility
are two important concepts that helps in creating strong brand image and reputation of company
in market. At the same time it can be interpreted that corporate social responsibilities contributed
in providing more benefits to organization such as enhancement in profitability and market
share. In recent scenario, customers have started giving importance to corporate social
responsibilities as they think it is duty of company to take some initiative toward growth and
development of society. Therefore, it can also be summarized that Regent Hotel by making use
of social media practices and implementing the same is able to enhance customers satisfaction
and experiences. As customers can easily book room, know detailed about services offered by
company through its official websites that helps in providing them ease to have fun and
enjoyment.
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InterContinental Hotels Group. 2021 [Online]. Available
through:<https://www.ihgplc.com/en/responsible-business>
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