Emerging Trends in the Hospitality Industry

This report explores the emerging trends in the hospitality industry, with a focus on leadership styles, organizational responsibility, and corporate social responsibility (CSR) benefits. It analyzes different leadership styles in the hospitality sector and examines the concept of organizational responsibility and responsible leadership. The report also critically examines the CSR benefits of McDonald's and its social media practices. It provides insights into the impact of these trends on customer satisfaction and experience in the hospitality industry.

Emerging Trends in the
Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
LO-1.................................................................................................................................................4
Analysing different leadership styles take place within organizations in hospitality sector.......4
LO-2.................................................................................................................................................6
Analyzing the concept of Organisational responsibility and responsible leadership and their
implications.................................................................................................................................6
LO-3...............................................................................................................................................10
Critically examining CSR benefits in the context of Mcdonald's.............................................10
LO-4...............................................................................................................................................13
Presenting the social media practices of McDonald and their impact on better customer
satisfaction and experience.......................................................................................................13
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................17

INTRODUCTION
Hospitality industry is the type of business that provide different services which are related to
food & services, event planning, theme parks and transportation. Similarly, the present report
shed a light upon the different approaches of leadership in context of hospitality industry. The
chosen firm for the report is McDonald, deals in fast food and recognized as world largest
restaurant chain in world. It operates at different locations and currently it has across 37,855
outlets with around 69 million daily customers globally. The study will present the concepts that
are related to organisational responsibility and responsible leadership and by elaborating the
implications of private, public and voluntary sectors. Moreover, report will describe the
relationship between the business in hospitality sectors related to ethical and corporate social
responsibility. Also, study will explore social media tools and Organisational approach and how
they have impact on business in the hospitality industry.

LO-1
Analysing different leadership styles take place within organizations in hospitality sector
Leadership is styles how well leader performing duties that are assign to him and team.
Leadership need some think extra to guide team for completing task with efficiently and with full
involvement of team members. In a simple word leader need to complete assign task by guiding
and helping team members to get full efficiency and boosting their moral.
Leadership Traits
Leadership traits are some essential qualities that make a leader special from other by the
help of these traits' leader can influence follower and motivate them to became more hard-
working. Some traits of leader-
Positive attitude- leader is a person who has some followers so attitude of leader will become
more essential at the time of inverse condition and when moral of team member is down. Leader
has to motivate and guide team in positive way that will make another level of impact than get
frustrated on team and behave badly with them.
Accountable and responsible- leader has to take charge with accountability and responsibility,
means mistakes in work and delay in work by team is responsibility of leader and more
creditability of efficient working and working on time is accountability of leadership. He should
provide due credit to team for better work and some reward for their works to make them self-
motivated.
Communication skills- good motivator or influencers always focuses on their communication
skills to make impact of what they want to say(Galli, 2021). So a leader also need to follow same
pattern if they want to make impact their words and to actually make them motivating for work.
It is very essential quality because leader need to make work done by team members, so good
communication skill make it possible.
People oriented thinking- in means leader should always think about team objective and
prospective, however with team target individual target automatically fulfilled. So leader need
always think about team goals and not personal goals if leader done that then team will support
him for any time and value of what he is saying.
Future thinker- leader need to think positively and should have long termed vision to avoid lake
of efficiency and decline in work capacity, moreover leader will think about future value in
consideration to avoid some short term failure.

Leadership styles-
Many leadership styles that are followed and practices in business, that are based on their
work requirement and way of doing business, some common leadership styles-
Democratic leadership- in this type leadership is good for small scale business, private
companies who have single scale of manufacture function(Syamsidar, Lian, and Fitriani, 2021).
This leadership style provide some responsibility with authority to mange work load and give
some creditability of work to follower. In this leader not provide decision-making power to
follower means last decision about main task will be of leader. Will increase employees retention
rate, motivate to work by providing some authority, make hierarchy in works and encourage
creativity level. Demerits of this style is some repetitive work and same rotation policy, less
creativity level due to not rewarding extra work efficiency.
Transactional leadership- in transactional leadership, leader is looking support from team in by
assigning responsibilities and respective work and appreciation for work to make them self-
motivated. This is a style where leader tell to follower about their work and responsibilities and
want work at the end, it is also known as telling styles. Benefits of these is easy to use, self-
motivation by follower due to rewards, tasks are fixed with authority. Some negative aspect of
this leadership is repetition of work, if less efficiency than punishment is also there, less
creativity and boos in energy work, not useful in long termed purpose.
Leadership by transformational style- most suitable style for many organizations because in
this style leader will assign task with authority and some extent of decision-making. This style
has reward on basis of performance but not kind of punishment, boost creativity and work
efficiency of followers and made them self-motivate. In transformational style leader always
have long termed vision for organization and for team. Some demerits are lake of co -ordination,
followers made wrong decision, some time punishment work better than reward. There are four
factors that will consider in it- self motivation, individual consideration, intellectual stimulation
and identifying creativity level.
Leadership style followed by Macdonald-
In Macdonald autocratic style of leadership is followed were only top management is
authorized to make decision-making power to make unity in work. Macdonald is a company
which works in fast food and restaurant businesses where test and preference of customer comes
first. For that company need unity in test and work ethics to maintain level of work, this will only

possible if command and instruction comes from same end. It will provide support from
followers/employees to get feedback from customer and create new ideas to for increase in
business. This all can be full fill by autocratic styles, however leader will make decision, any
buddy can't directly reach to leader they follow the chain this make hierarchy in work. All task is
well-defined and responsibilities are set to so work process become easy and efficiency and be
increased.
Work has reward as well as punishment so it provides self motivation to work hard and some
time punishment also encourage working with extra efficiency because followers are worried
about punishment and get motivation.
LO-2
Analyzing the concept of Organisational responsibility and responsible leadership and their
implications
Organisational responsibility:
It is defined as the Organisational actions and policies that are made as per the
expectations of stakeholders and multiple bottom line that is social, environmental and economic
performance (Thompson and et.al, 2018). An organization cannot work without performing the
Organisational responsibility. It implies that organizations are social institutions that should
create value for internal and external stakeholders, owners and investors are only one of several
groups of stakeholders. Organisational responsibility varies by the individual organization but
generally follows a uniformed guideline. This can be based on the type of organisational manner
in which its functions are performed. Organisational responsibility are report that is made
annually that are available internally and externally form. They are also known as value based
thoughts and relationship of leaders and stakeholders which are linked by the purpose of sharing
meaning. This responsibility are used by them to ensure that business runs efficiently and give
benefits to many people.
1. Strategic Responsibilities: It is responsibility that used by the McDonald to shape their
overall business strategy (Salazar, 2018). If the company have good and developed strategy

then that will result in growth of company performance. Responsibility like Creating a vision
and values and Raising internal awareness through employee training.
2. Economic Performance: It is related to dealing with the issues that are related to the
amount and value of investment, money, debt and wealth. For McDonald is the function of
success that gives benefits to its owner in the form of innovation and efficient use of resource
(Key measures of economic performance 2021). Example of economic performance are
Increasing the wealth of owners and investors and helps in improving productivity that are
related to product services.
3. Social Performance: It is related to operating companies mission into practice with
accepting all the social values. This is used by the McDonald to convert their social mission
into reality that is performed by them. For company, they are refereed as the policies and
principles that are set by using all the factors that are related to economic, social and
environmental. Such that Engaging in cultural and political life and Respect the spirit and letter
of laws and regulations (Schwenkenbecher and et.al, 2019).
4. Environmental Performance: In this company focuses on the performance that are related
to the issues like pollution, energy, climate and ecosystem services. For instance, it Consumes
fewer natural resources.
Organisational responsibility implications in context private sector: It is the responsibility of private sectors to be aware of threads and
responsibility that arises from the community. It is the duty of shareholders to see that
company is well run and managed. The main responsibility of shareholders are related
to their fiduciary duties that includes loyalty, duty of care and obedience. Public sector: The responsibility of public sector are related to providing all the
services that are related to healthcare, social care and education . The main
responsibility are towards the human resource that are engaged in respectful treatment
of all staffs.
 voluntary sector: The responsibility of this sector is to create social impact rather than
profits (Shneikat and Alrawadieh, 2019). They perform number of functions that are
related to welfare of their members and development of the country. The various
responsibility that faced by voluntary sectors are needs of the individuals, communities
and groups to meet their own aid of government.

Responsible leadership:
It is the relationship between the leaders and stakeholders to identify value based
thoughts that are related to ethical principles. Responsible leadership is the type of leadership
that is sustainable in itself, built on business that is to give benefit to multiple stakeholders,
governed by this community of stakeholders and is socially legitimate. Responsible leadership
are the ability to ensure that the values are promoted by organization that are actually
embodied in its governance, strategy, as well as in the daily work. It also involves limiting
adverse impacts on the social and natural environment. It is important for the hospitality
industry to know desire that are related to achieving targets. Responsible leadership are related
to taking business decisions which are related to the interest of stakeholders that includes
shareholders, suppliers, employees and community. They are also known as value based
thoughts and relationship of leaders and stakeholders which are linked by the purpose of
sharing meaning.
 Direction: These are related to directing people towards achieving the common values
and aim of the company. It is important for the leaders of McDonald to initiate actions
by making optimum use of human resource. It helps them to achieve the organisational

goals by coordinating group efforts. It directs members to understand the strategies and
values for the growth of company.
 Engagement: It is important for the company as it helps in knowing the performance of
the worker working in same workplace. There is a high level of enthusiastic
commitment to the team from the leader and motivation for shared responsibilities. It is
related to engaging employees to feel better about their jobs and put efforts in their
work. Engagement includes games and events.
 Alignment: This is in context of coordinating in the form of agreement and actions. It
is important for the McDonald as it gives the clarity to the person who takes decisions
related to work activity. It helps employees to focus on work without wasting their time
in figuring out what to do and how to do. For example clearly understanding the roles
and responsibility to the employees of the company. Renewal: It acts as changing the policies or decisions in order to improve which will
result in successful business. The leader encourages a learning and change welcoming
culture. Like a situation in which something started again after having stopped for a
period.
Responsible leadership implications in context: Private sector: In this sector the leaders are responsible for all the cause and effect that
are faced by the organizations as it is the duty of them to make everything clear like
values and culture to their employees (Solomon, Naismith and Cross, 2019). Public sector: leadership are responsible for making new organizational and social
values by initiating with emerging technology.
 Voluntary sector: In voluntary sectors company are responsible for policy as they don't
work for profit motive. Leaders focus on the integrity honesty and long term
perspective to form a responsible leadership.
LO-3
Critically examining CSR benefits in the context of Mcdonald's
Corporate social responsibility (CSR)-
Company is taking help of environment to become successful market, every business
need help environment concerning with their operation part. CSR generally related with balance

of environment just because they had taken help so it is time to give some return. Company need
to make some part of its profit as CSR to fulfil requirement of law and to follow moral ethics.
CSR activities followed of Macdonald-
Developing Ronald Macdonald House charitable- Macdonald opened charitable house
to provide living support to poor children and their families, This houses provide better living
standard and good education facilities for needy children.
Policy for Forest protection- company is looking to reduce the activities that lead to
more deforestation from their supply chain to reduce activities that make more cause to forest
reduction. For that company have made tie-up with forest and agriculture, make accountability
for reduction in deforestation, starting recycling chain for product that are able for recycling.
Example of it a logistic from UK runs use of biodiesel which saves over 6500 metric tons
emission.
Make Bio-fertilizer form waste food- waste food from all the kitchen is collected to
make bio fertilizer for farmer to reduce use of chemical fertilizer that create more healthy
environment.
Promoting Go green campaign- Macdonald is concern with global warming so they
have started educating and encouraging them for more tree plantation and less use of plastic.
Partnership with Room to read India- Macdonald make partnership with room to read
India to provide literacy in primary school in small villages to provides some knowledge, they
have donated more than one lakes books.
Women welfare- Macdonald is also working for care about women welfare, for that they
are making some events specially dedicated to women. And special discount for women, giving
opportunity in working prior to men to give some sort of satisfaction to them.
These are some CSR activities that Macdonald is serving to society.
Corporate social responsibility for hospitality industry-
There are many activities of CSR that are common in all organization like women
welfare, go green, education for poor child etc (Nazir, Islam, and Rahman, 2021). some
activities that are different form are -
use of other source of energy, animal husbandry, waste recycling etc. are most commonly used
CSR activities and benefits of it are -

It will increase brand value of company- in connect to hospitality industry image and
brand value become more essential because it leads to attract more customer (Tezer, and Tofighi,
2021). So in this type of industry CSR activities become part of creating brand image and also
provide attraction of people's.
Environmental friendly- some time customer may think that hotels are making lager use
of natural resources, to en light this topic and to be nature friendly it becomes important to run
campaign like go green and protecting forest. Differentiation- some time CSR activities are
becoming a face for companies services, for example organic food, recycle product.
To achieve effective cost- benefit of CSR activities that cab be achieve by using other
sources of energy, recycled product, utilization of waste items. Premium pricing- hotels may use
CSR as for premium pricing by applying reason of cost accrue in improving CSR activities. In a
study it is find out that customer is more concern about environment, so they always look for
product that are environmental friendly. These are some benefits that a hospitality industry can
take from CSR activities.
Benefits of Corporate social responsibility to government-
government has imposed CSR activities to companies to reduce some burden from them,
CSR make effort to improve society and environment that is task of government(Goel, 2021).
Benefits to government are
Reduce some burden from government- CSR activities are in favour of public society
to increase standard of living of society, work to improve environment, use of other source of
energy. It will make some relaxation in working of government they also follow movements like
go green, children welfare, women empowerment to give success of government initiative.
Provide better eduction level some times' government need funds to improve education
levels and to introduce new schools and higher study institutional in rural areas.at that time
collaboration with CSR activities of companies make essential role that will decided future of
many children.
Employment generation- some CSR activities need person and contraction activities
and further development at that time they vacancy for employment is created for job Secker.
Ultimately it reduces burden from government.
Benefits to civil society-

Increase in standard of living of society- CSR activities make effective change in
society like to improve standard of food and education, opportunities for employment, change in
thinking about corporates. Some times they also conducted some events to guide them about
change that should be made in their life it leads to increase in standard of living of normal
people.
Improvement Health facilities- some times companies select areas where health
facilities are not provided by government due to some issue. So companies may collaborated
with some medical institution to provide health facilities with minimum charges.
In reduction in pollution and wastage- there are companies who give funds of CSR to
improve reduction in pollution and wastage they started program. To make better utilization of
wastage of food can be avoided by providing to charitable trust to help poor and needy (Zou, Z.,
and et.al., 2021). Some companies are making for of environment friendly product, use of other
source of energy avoided reducing natural resources and pollution.
LO-4
Presenting the social media practices of McDonald and their impact on better customer
satisfaction and experience
Social media are the applications and website that are designed to facilitate the sharing of
ideas, information and thoughts through virtual networks and communities. There is an
important role of social media for the hospitality sector to engage their customers and clients
with the needs. The hotels can promote themselves using social media via computer,
smartphone, tablet or web application. The satisfaction of customers are based on thriving and
surviving. Social media is highly effective in terms of marketing and promoting their brand to
a million of customers and fans. By using this company can manage their customer
relationship in several ways. McDonald uses this social media practices promoting themselves
across the world (Our History 2021). McDonald is one of the largest successful food company
across the world with around 30k franchise and $40B sales. This strategy is used in the
hospitality sectors to attract large number of customers. For every business they need money
for survival and to make money they need customers. Customers satisfaction is important for
every company because they not only have impact on business bottom line, but they also have
impact on retention rate and team morale. If their customers have good experience and

satisfaction they will tell that to their friends. The various social media practices that are
performed by McDonald are:
Facebook: McDonald have popular page with around 78.9 million followers to promote
themselves and also finding the issues and complaints related to its customers.
For example after the covid-19 company have started taking order through scan code so that
their will be no crowd gathering around the counter and it can be served easily to the
customers. With the help of Facebook people come to know what are new offers and discounts
provided by the company.
Today Facebook is known as the attractive platform to tackle all the customers complaints that
are related to the taste and preference. By this McDonald also get the information about what
are the needs of the customers (Patterson and Balderas, 2018). These also helps them in making
different strategy by seeing the experience and satisfaction of customers by improving their
grudges and complaints. For McDonald the work of Facebook is to create excitement and user
engagement.

Twitter: It is the social media platform that attract large number of marketers across the world.
McDonald uses this platform because it has some attractive features as compared to the other
social media practices. If the company is introducing new design, dish and deals they share
news through twitter to keep their fans feeling hungry and engaged. As it is used by large
number of people company find it suitable for real time content distribution (Kim and Jeong,
2018). Customer satisfaction is very important for McDonald as it result in repeat purchase,
brand loyalty and build up positive among people.
Sometimes the company also have negative effect on their operations after receiving
complainants regarding their tastes and hospitality and by seing that they put efforts to solve
that problems By using this they communicate their customers by marketing information,
social media posts and advertisement. These social media practices have helped McDonald to
conduct Q&A Activity by inspiring consumers to take inquiry about products, ingredients and
food preparation. And the company will answer all the inquiry in the form of video. All the
positive and negative comments are answered by the customer service of McDonald in a patient
and cheerful manner to gain customer satisfaction and experience.
Instagram: Along with other social media practices McDonald also uses Instagram to promote
themselves by posting video and pictures. It helps them to connect with their customers by
maintaining the right image in eyes of its users (Jones and Comfort, 2021).

By using this customer share their customer experience through videos and messages about their
satisfaction through McDonald. They can also gain customers satisfaction by posting the pic of
their dishes offered. There are lot of people who share their experience after eating the dishes of
McDonald in both positive and negative way.
If the post and videos of the company are attractive then it will result in better customer
satisfaction, improvement in brand loyalty, increasing their brand awareness and gain
marketplace insights. The McDonald's can use as an advantage as they are situated in a natural
surrounding, number of food varieties are offered in a price that result in attracting large number
of customers. By ncreasing the engagement through social media shows the activeness and better
respondent to customer quires are solved on platforms like Facebook and twitter. This will also
give them ability to measure conversations that are based on posts of social media platform to
find out the best combination for generating revenue. Social media result in cost effective part
for McDonald as it is free for signing up and creating profile (Goh and Lee, 2018). McDonald
believes that customer satisfaction and experience is the key that are related to creating long-
term relationship with customers. Content polls of Instagram helps McDonald to increase
customer satisfaction as it's a way to make buyers feel valuable and realize their experience and
needs. If customers are satisfied with the services provided by them then they want to come
again take their services.

CONCLUSION
By the summary of above report it has been concluded that In McDonald autocratic style
of leadership is followed were only top management is authorized to make decision-making and
power to make unity in work. The above study have reflected the concepts of organizational
responsibility that are Strategic Responsibilities Economic Performance and Social
Performance. Along with this responsible leadership is the relationship between the leaders and
stakeholders to identify value based thoughts that are related to ethical principles. With
assistance of above studies benefits that corporate social responsibility provides to Hospitality,
government and civil society like Increase in standard of living of society Employment
generation Provide better education level-reduce some burden from government Improvement
and Health facilities described. Moreover, social media practices that are used by McDonald to
promote themselves across the world along with this it also offers opportunity in relation to
solving queries of customers quickly and thereby increases their satisfaction level.

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Our History. 2021. [Online]. Available through: <
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