Emerging Trends in the Hospitality Industry

This document discusses the emerging trends in the hospitality industry, including leadership, organizational responsibility, responsible leadership, and corporate social responsibility. It explores the various leadership styles and traits, the implications of organizational responsibility and responsible leadership, and the benefits of corporate social responsibility. The document also highlights the importance of social media practices in the industry. Find study material, solved assignments, and essays on emerging trends in the hospitality industry at Desklib.

EMERGING TRENDS IN THE
HOSPITALITY INDUSTRY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background..................................................................................................................................1
QUESTION- 1.................................................................................................................................1
Leadership....................................................................................................................................1
Leadership traits...........................................................................................................................2
Leadership styles..........................................................................................................................2
Application of leadership style....................................................................................................4
Question-2........................................................................................................................................4
Analyzing the concepts of organizational responsibility and responsible leadership and its
implications..................................................................................................................................4
QUESTION- 3 ................................................................................................................................6
Corporate social responsibility....................................................................................................6
Benefits of corporate social responsibility...................................................................................7
QUESTION- 4 ................................................................................................................................8
Social media practices..................................................................................................................8
Implications of social media practices.........................................................................................9
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry is on boom and recently there are many emerging trends in it like the
tech explosion, fulfilment of the corporate social responsibility, social media marketing and
catering to the millennials of the international customer. The hospitality business has to grow and
change as per the trends in the market so that the needs and expectations of the customer can be
met. The project shall be highlighting understanding of the concept of leadership, the various
leadership traits that are possessed by the leaders and the different leadership styles and the
suitable style that has been adopted by the organization to generate performance. It shall be
reflecting the critical examination of the concepts of “organizational responsibility” and
“responsible leadership” which are applied by the companies to derive benefit from it. Apart
from that the report shall be discussing that corporate social responsibility has became an
emerging trend in the hospitality industry and how its wide purview have been benefiting the
organization and the society at large. It shall also be considering the various moves in respect of
the sustainable development. Lastly the project shall be evaluating the social media practices that
are used by the company in order to facilitate the dual objectives of the business that are profit
maximization and the customer satisfaction.
MAIN BODY
Background
Galvin at Windows is the restaurant and bar that is located on 28th floor London Hilton at
Park Lane. It offers the French multi-cuisine meal and wines. It is an award winning restaurants
based on the innovations and the seasonal offerings that are made by the restaurant. They have
major motive to improve the dining experience of the customers which is a reason behind their
success and loyalty.
QUESTION- 1
Leadership
Leadership refers to the art of motivating and influencing the workforce and directing
their efforts to achieve the organizational objectives. This can be undertaken by having a clear
vision, stated objectives and strategic planning so that the employee are well-informed regarding
what they are supposed to do and in what manner (Oc, 2018). An effective leader in the
organization shall be benefiting the company's performance by inspiring them to take initiatives
contribute in the success of the organization. A leader is one who possess certain qualities and
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based on that they lead the team to fulfil the goals of the company. They are responsible for
guiding the right path to the team under them and also plays efficient role in managing a change
in the organization.
Leadership traits
The leadership traits are the essential qualities that are to be present in the leader of an
organization. Some of these qualities are inborn and the rest can be developed over time in order
to boost the performance of the company. The most prominent quality is of managing the team
through efficient communication, coordinating the work, healthy relations and appropriate
guidance. This makes the team enthusiastic about the work and motivate them to achieve the
targets that are provided by the leader (Sriyakul and et.al., 2019). Apart from that they must
possess the initiative taking capacity where new ideas are discovered for problem-solving in the
company. They are able to capitalize upon the opportunities that are provided by the external
environment and accordingly manage the change within the company. Another essential
requirement is that a leader must have the quality trait of efficient decision-making and taking
proper judgements as to the right and wrong or opting for the best choice. The leader must also
be fair and non-discriminatory towards all its subordinates and must maintain loyalty and
integrity in respect of the organization in which they are working.
Leadership styles
The leadership styles refers to the methods and techniques that are adopted by the leader
in order to facilitate the operations and direct the work of the employees towards the fulfilment
of the organizational objectives. There are various different styles that are used in the
organization depending upon the most suitable as per the organizational structure:- Democratic leadership style:- The democratic style also known as participative style of
leadership is one in which the subordinates participate in the decision-making process.
The members of the team also shares ideas and experiences and ultimately improves the
quality of decisions (Gandolfi and Stone, 2018). This also facilitates the employee
engagement practice which shall boost the morale of the employees. Autocratic leadership style:- Autocratic leadership is form of authoritarian style wherein
the power to take decisions, make choices lie with the leader only and is done as per the
knowledge and belief as possessed by them. It does not involve the participation,
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suggestion and opinions of the team members which somewhere demotivate them and
lowers down the overall efficiency of the organization. Laissez-faire leadership style:- In this type of leadership style the leader abstains from
interfering or directing the subordinates but provide them the freedom to make choices
and decisions. The major focus is on the formation of the team post that the members
shall manage their work and provide the results based on the targets that are provided to
them. Strategic leadership style:- This is a different approach of leadership where the leader
just influences the subordinates regarding the achievement of the organizational
objectives and then the subordinates strategically and voluntarily make the decisions such
that the organizational efficiency can be enhanced. Simply it could be said that under this
style the goals are defined by the leader but the strategy to fulfil it is designed by the
members voluntarily. Transformational leadership style:- The leaders following this leadership style are
focussed to motivate the employees in a manner that they initiate change and innovation
such that the growth and development of the organization can be ensured. This is
undertaken as a long term objective determining future success of the organization. By
ensuring proper guidance and support the leaders can develop the overall culture of the
organization. Transactional leadership style:- This is a form of leadership where the leader ensures
that the given goals or targets are completed by the subordinates and then based on their
performance rewards and punishments are provided. In this type of leadership, the leader
is just concerned with the end-result. It completely excludes the growth and development
of the existing organizational structure. Coach-style leadership:- This style of leadership involves the coaching and mentoring of
individuals in the specific situation in order to bring the best out of them. It involves
motivating through their participation and empathy in the organization (Huertas-Valdivia,
Gallego-Burín and Lloréns-Montes, 2019). This maintains the balance between the power
and responsibility as experience as experienced by both leader and the member.
 Bureaucratic leadership style:- In this approach of the leadership the leader applies strict
control on the subordinates such that proper code of conduct, policies, procedures, rules
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and the regulations are framed. The chain of command is established at the prior stage
and it is expected that the subordinates must follow it.
Application of leadership style
The Galvin at Window restaurant of Hilton follows transformational leadership in
operating its business. The transformational approach of leadership helps it become the leader in
the hospitality industry. The leaders motivate and influence the employees in a manner to
introduce change or innovation within the organization such that they can be the best in the
business. Galvin at Window focuses on innovation in the various seasonal dishes such that it can
enhance the customer experience at the dine.
The managers in the business follow Laissez-faire style and once the team is allotted they
so not interfere in the routine works and provides with the freedom to take initiatives and
explore.
Question-2
Analyzing the concepts of organizational responsibility and responsible leadership and its
implications
Organizational responsibility
Organization cannot run without having an effective organizational responsibility. It is the
liability to maintain the surrounding and create positive environment within and outside
the organization (Lange, M. A. and Hernandez-Bark, A., 2020). It is the organizational
policy and actions that are taken under the account of stakeholders This responsibility
are related to the well-being of staff, health and safety in which company is operating
their business. It functions as the balanced approach to ensure that organization runs in
efficient manner by giving benefits to most of the people. This responsibility implies
that organization must create the value for both internal and external stakeholders. There
are different roles and responsibilities defined by the company to their people, and they
all work together in order to attain the defined aim.
 Strategic responsibilities: In this responsibility all the function related to
implementation and control of strategy are prepared by the leaders to achieve the
company's vision (Van Vugt, M. and von Rueden, C. R., 2020). It helps the business to
grow in at different level by implementing different strategy with the involvement of all
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the stakeholders. Strategy implementation include the scheme are put into action to
achieve the objective of the organization.
 Economic performance: In the company it is related to the function that are performed
by them for the success and giving producing benefits to owners by efficient use of
resources and product innovation (Javed, M. and et.al., 2020).
 By implementing new technology that will increase the productivity of company through
serving quality of product to people that will result in increasing the goodwill of company
in market.
 Social performance: It defines the effective translation of company mission that are
practiced by accepting social values (Khan, A. A. and Soomro, K. A., 2020). This is
related to the principles, outcomes and practices that affect the performance of the
organization from the outside. Social performance are related to the maintenance of laws,
rules and regulation towards employees, society and government and working ethically.
 Environmental performance: It is the function which is related to the consumption of
energy and waste generation and management and other effect that have direct impact on
the operation of business premises. Environmental performance of company are
responsible to influence the surrounding through proper sewage of waste material to
minimize the damage to environment.
Responsible leadership
It is the type of leadership that is sustainable in itself to built on business to giver
benefits to different stakeholders that re governed by community of stakeholders and
social legitimate. Leadership is mainly focused on the internal system(customers,
employees) and external system(politics, culture). Leadership is relayed to motivating
the employees to achieve common goal.
 Direction: This function is used by the leader to direct their employees to perform the
task that are given to them. Responsible leadership in which leaders provide direction to
their employees so that they can help to meet the defined aim and objectives of a firm.
They also motivate their team members to increase their work performance and work
efficiency that will result in increasing the growth and performance of the company. It
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also shows how leader contribute towards the achievement of aims and objective of
company with the help of employees and team work.
 Engagement: In company it is about employees passion about their job and commitment
to the organization by putting effort into their work. The commitment made towards
company by leader to attain objectives in give period. They increase the working
efficiency of employees by developing enthusiasm of working and commitment towards
company.
 Alignment: This is related to providing clarity to the person who holds the decision
rights in the company for all the activity. It also shows the interdependence of each other
to performance the task effectively and importance of team work is understandable by
each employee. It is most important function of leadership of coordinating between the
information flow and decision taken by company to attain the target.
 Renewal: This is the process of making or improving the previous policy that are made
by the leaders to perform the task of company in successful manner. It also motivates
employees to get trained in new culture through adopting new culture work. It shows the
awareness of restaurant towards the market and society that has taken develop restaurant
according to new culture.
QUESTION- 3
Corporate social responsibility
Corporate social responsibility is the emerging trend in the hospitality industry these days
due to the cut-throat competition in the business. By fulfilling the corporate social responsibility
the business is able to maximize the loyalty and satisfaction of its customers and employees. The
corporate social responsibility refers to the duties in respect of maintaining good relations with
the society, and they get attracted to the products and services offered by the restaurant. The
practices involved are clean and green environment, efficient waste disposal, reducing the carbon
footprint, usage of 4R policy, sustainable development and meeting the quality control standards
(Asrar-ul-Haq, Kuchinke and Iqbal, 2017). These practices conducted by the business shall be
developing the society and ultimately boost the brand image and reputation in the minds of the
people. The fulfilment of these responsibilities shall be maximizing the profitability and future
growth prospects of the company. And the non-compliance with these policies shall lead to
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interference by the government, charge penalties and demotivate the customers and employees
working with the company.
Environmental protection and sustainable development are some major concerns for the
growing importance of the corporate social responsibility and drawing the attention of the
businesses towards it (Loosemore and Lim, 2017). Galvin at Window focuses on maintaining a
clean and green environment such by planting and cropping in its surrounding to enhance the
experience of the customers at the dine and thereby maximizing the profitability of the company.
Benefits of corporate social responsibility
Some major benefits that are caused by the fulfilling the corporate social responsibility
towards the society, various organizations in the hospitality sector, government and the wide
range of community. Reduces employee turnover- By employing the various CSR practices and providing a
healthy working environment to conduct the operations shall motivate and boost the
confidence of the employees (Javed and et.al., 2020). The enhancement in the motivation
of the employees shall also maximize the operational efficiency, thereby reducing the
employee turnover rate and preventing the costs of the organization. Maximizes customer satisfaction and loyalty- Timely and efficiently fulfilling the duties
regarding the society and its development shall be enhancing the customer satisfaction
and therefore they shall remain loyal with Galvin at Windows for a longer period of time
(Briscese, Feltovich and Slonim, 2021). The power of retention of the customers shall be
helping the company to derive the competitive advantage in the industry. Generating brand awareness- The CSR policies that are being used by the company can
prove to be an attractive feature that can be marketed to generate awareness of the brand.
It shall positively publicize the brand in the minds of the people in a manner that the
company follows the ethical code of conduct and does not compromise over the quality.
This shall help the company in boosting their market share and entering the new markets. Avoid interference of government- If the company sought to meet all the laws and
legislations as established and maintains corporate governance and ethical code of
conduct, they shall be successful in avoiding unnecessary investigations and enquiries by
the authorities (Zhao and Zhou, 2019). Apart from that they shall also save the reputation
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of the company that could be spoiled in case of negative publicity of various charges on
the company. Easier access to capital- The reputation and credibility of Galvin at Window shall assist
the company in gathering finance easily in order to program expansion and growth
activities in the future. The positive image of the organization in terms of doing social
works and helping the poor shall benefit by creating an efficient brand in the market.
 Boosts the financial performance- Conducting the corporate social responsibility shall
maximize the overall financial performance of the company. This is undertaken by
reducing the cost due to decreasing employee turnover and economies of scale by
operational efficiency. The reduced cost and the increased brand reputation shall lead to
the revenue generation (Tiba, van Rijnsoever and Hekkert, 2019).
The corporate social responsibilities that the company undertakes causes an overall
development of the society and all its inhabitants. The company is benefited by the established
brand image of the company and the increased revenues that are generated.
Apart from that the customers are satisfied in the manner that they are receiving the
quality products from the business and also the business is offering such products at the
reasonable prices.
The government rules and regulations are met and they do not unnecessarily have to
interfere in the affairs of the business. The CSR practices shall be contributing to the growth and
development of the economy and the people shall be satisfied by the policies of the government.
Lastly the society shall be benefited by the clean and green environment and
sustainability shall be advantageous for the future generations.
QUESTION- 4
Social media practices
The social media marketing that is trending these days helps the company in boosting the
performance through aggressive marketing tactics that are followed by the company. The social
media applications helps in the wide market coverage and attracting the customers through
innovative designs, slogans, colour composition etc. With the help of digitalized channels of
marketing the company boosts the brand awareness among the potential target market customers
in a cost effective manner. This facilitates the two-way communication where the company
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represents its content and the viewers give them the feedback accordingly which can be used by
the company to improvize its operations and derive customer satisfaction.
The hospitality industry has been using the social media practices in order to obtain
competitive advantage in the market and draw the attention of the customers on the products and
services that are offered to by the company and influence their purchasing decision in favour of
the restaurant. Some majorly used social media practices are:-
 Mobile application of the company helps the customers stay in touch with the hotel and
the special offers that they are providing. This helps in taking the feedback from the
existing customers regarding their experience of stay at the hotel.
 The company can create accounts on the famous social media applications like
Instagram, Facebook, Snap-chat etc. On this the company go live and display the
offerings that are made by them (Youn and Jin, 2017).
 Social media optimized websites that are displaying the relevant content and information
that is required by the company. Also, providing the facility of making the bookings from
home as well as the digital payment options to increase the convenience of the customers.
 The chatbots help in efficient communication between the staff and the customers in real
time. It avoids delays and helps in meeting all the expectations of the customers during
their stay at the hotel. This also maximizes the guest satisfaction regarding the stay at the
hotel.
 The ads that are displayed over the internet and the social media applications reach the
millions in a single click generating awareness for the brand and attracting the consumers
to buy the product of the company.
 Live videos conferencing shall be promoting the changes that the company are
introducing in the market and also shall effectively publicize it. They can also be
benefited by the instant reviews regarding the likes and dislikes of the company.
Implications of social media practices
The social media marketing practices that Galvin at Window restaurant is undertaking
has impacted its business in a positive manner and boosted the financial performance with the
help of marketing the products and services that are offered by the business. Some major
implications of social media practices on the businesses in the hospitality industry:-
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 Increases personalization of services- This is one of the major implications that social
media has created for the business and benefiting its customers. Galvin at Window has
such personalized services on the special occasions of its consumers and offers them with
the required facility by booking for it prior hand through these social networking sites
(The Impact of Social Media on Business in 2021, 2021). Also the various seasonal
offerings that they provide to the customers can be marketed effectively with the use of
these digitalized channels. Business becomes omni-present- Being omni-present in the lives of the potential
customers of the company is one way of boosting the sales and thereby the profitability
of the company. There are various social media application and the user is active on
many of them, so capitalizing over this the company can publicize its brand and occupy
the mind of the customer till there are influenced to make the purchase. Industry Collaborations- Industry collaborations are facilitated with the help of such
social media marketing by contracting with the influencers. This influencer marketing
shall be effectively conducted on the social media channels like the Tik Tok and
Instagram. The larger audience can be targeted and thereby generating traffic on the
website of the company. Brand awareness- The most prominent advantage of brand awareness is posed by the
social media channels and helps the company in easily entering the new markets or the
global markets. If the company is planning to expand its business in an altogether new
market then it needs these channels to create brand awareness amongst the potential lot of
customers. The positioning of Galvin at Window restaurant can be effectively done
through these channels. Feedbacks from the audience- These channels are facilitating the communication
between the buyer and the seller which is very efficient in these times as the external
environment is unpredictable and so the changes are temporary (Kane, 2017). The
feedbacks, reviews, comment, likes and dislikes help the company realize the response of
its customers. Also, the suggestions and opinions can be taken in respect of the products
and services of the company which can be improvised so that the needs and expectations
of the customer is met.
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 Reduce the costs- The digital marketing and its wide coverage in terms of the target
market helps the company in generating efficiency in terms of cost by reducing the cost
per unit of the goods and services that are offered. The costs of the ads that are published
is very less as compared with the revenue that is generated simultaneously.
 Competitive advantage- The most effective marketing tool is through the digital channels
having a wide reach and better power to influence the purchasing decision of the
customers through attracting them to the brand. This helps the company in capturing the
market share such that competitive advantage is derived in the market.
Conclusion
By the summary of above report it has bee conclude that Hospitality industry is on boom and
recently there are many emerging trends in it like the tech explosion, fulfilment of the corporate
social responsibility, social media marketing and catering to the millennials of the international
customer. The above study have reflected the leadership practices helps Galvin at window in
fulfilling organizational goals. With the assistance of above report concept of organisational
responsibility which is the liability to maintain the surrounding and create positive environment
within and outside the organization. And its example along with responsible leadership are
explained. By the evaluation of above report Corporate social responsibility is the emerging
trend in the hospitality industry these days due to the cut-throat competition in the business and
its implications on public, private and third sector institutions are mentioned with examples.
Lastly social media practices and its implication for better customers satisfaction and experience
are explained that include Business becomes omnipresent, Industry Collaborations and Feedback
from the audience-
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The Impact of Social Media on Business in 2021. 2021. [Online] Available through:
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