Emerging Trends in Hospitality Industry

This report explores the emerging trends in the hospitality industry and their impact on business organizations. It analyzes the leadership style in relevance to a chosen organization and justifies its effectiveness. It also examines how organizational responsibility and responsible leadership contribute to corporate leadership systems to facilitate competitive advantage. Additionally, it discusses the benefits of corporate social responsibility to both the organization and society at large.

EMERGING TRENDS
IN THE
HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
Analyse and examine the leadership style in relevance with chosen organisation and justify. 3
TASK 2............................................................................................................................................5
Analyse how organisational responsibility & responsible leadership to corporate leadership
systems to facilitate competitive advantage...........................................................................5
TASK 3............................................................................................................................................7
Benefits of corporate social responsibility to organisation and society at large....................7
TASK 4............................................................................................................................................8
Benefits of social media and risks related to it.......................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES.....................................................................................................................12

INTRODUCTION
Hospitality industry is the wider term that offers different variety of services such as food,
drink, lodging transportation and many more. Due to rise in level of competition, it is necessary for
business firm to provide high quality lodging and accommodation services to its customer at
affordable cost. In addition to this, it involves different variety of services such as tourism sector,
planning and many more. It is necessary for hospitality sector to adopt trends by satisfying the
changing need and wants of customer (Wood, 2017). It helps in achieving competitive advantage
over rival firm at marketplace. In context of Sultan restaurant, the manager of this company focuses
on offering Turkish dishes to its customer in order to satisfy them. In context of hospitality sector, it
is important to offer unique products and services in order to attract large number of audiences. It
helps in increasing sales as well as profitability level in upcoming period of time. This report shows
different style of leadership, assess how business organisation responsibility helps in achieving
competitive advantage over rival firm at marketplace. Apart from this, there are advantages of
corporate social responsibility as well as advantages of social media and risk included in it.
TASK 1
Analyse and examine the leadership style in relevance with chosen organisation and justify.
Emerging opportunities and growth in hospitality & service industry have given a new turn to
the people relating to it (Seal, 2019). To maximize the comfort and relaxation of customers, the
industry is approaching several new ways to deliver the services to them. This includes a great
number of activities and programmes which are organised by the team leaders and managers of the
company. This includes activities such as having good relations with the customers and staff,
building coordination and controlling the overall tasks. To manage and perform these activities and
operations, the management looks for efficient and skilled employees. In reference of Sultan
Restaurant, the company applies appropriate style of management so that it would be smooth
relations among the team members and defined objectives would be achieved effectively.
An organisation must adopt an appropriate leadership style to attain desired goals within a given
period of time while having a good harmony with the team members. Managers of different
companies adopt the style of leadership according to their behaviour and authority power.

Several kind of leadership styles like directive, supportive, achievement focused or
participative are chosen by the team leaders according to their preference to control and handle the
management (Pirani and Arafat, 2016). Mostly a manager of the organisation chooses the type of
leadership style on the basis of his nature. The best benefit of using right leadership style is that it
keeps the team members influenced and connected to company’s morale. This brings positive
outcomes and achievements of the company. One of the top restaurants of UK, Sultan Restaurant
has a wide range of business with various profitable possibilities, thus it has been really important
to adopt suitable leadership styles by its team leaders and working managers. For accomplishing
this purpose of acquiring successful graphs, participative leadership style is implemented within the
organisation.
Participative leadership style-
This type of leadership style allows company’s employees to join the decision-making
process. It facilitates the workforce to contribute in finding appropriate solutions of organisation’s
problems and also offer better advices for betterment. This approach not only helps in encountering
issues which are affecting the business but also makes it convenient to face several challenges.
The reason why Sultan Restaurant has adopted this leadership style is because it focuses on various
key points such as improved coordination, better outcomes, increased employee motivation and
many more in an appropriate and effective way (Patterson and Balderas, 2018).
Participative leadership style consists of many positive factors but it requires being aware
while manipulating crucial steps and the process of decision is a lengthy and complicated process.
Sultan Restaurant adopts this style of leadership to approach following emerging trends-
Technology/robot service- The fact that says ‘IT firms are the only ones which use
technology’ is absolutely not true in reality. Other business streams and hospitality industry is also
having technology methods at a vast level to increase the work span and productivity.
Sultan Restaurant also prefers online system of management for various tasks such as online
booking, showing availability and receiving online payments. In fact, to exist in the competitive era,
they are willing to bring robot service for accomplishing several tasks in upcoming future. Use of
technology also gives an advantage of keeping crucial and important information safe from
unauthorised sources. This way, participative leadership style becomes more effective when
advanced technology is implied by the firm. It also lets organisation know about team members’
opinions regarding new trends and the updated formation in the organisation structure.
Destination Promotion- Social media not only helps an organisation to connect with the
people but also plays a big role in increasing the profitability by executing promotional activities at
large level. The strategy of new trend helps hotel industry to advertise business through posting its
customers’ pictures and videos on social media platforms and website. Running an ad on such posts

multiplies the audience reach and promotional achievements for company. Online sources facilitate
several ways to promote a brand or a company Munjal and Bhushan, 2017). The authority can
choose the appropriate method according to its promotion budget and advertisement goals.
The team leaders of Sultan Restaurant promote the business through such promotional activities
while using participative leadership style.
Sustainability rules- Business sectors and their activities often affect the environment and
surroundings at a large level. Unawareness and carelessness by the visitors mostly led to the results
such as waste of electricity and water (Kulshreshtha and Kulshrestha, 2019). To deal with such
issues, Sultan Restaurant is focusing on introducing updated methods which are environment
friendly such as use of solar panels, automatic switch operating facility so that lights and other
electricity equipment’s can be turned off as guest is no more using it. Though it might be expensive
but can be considered quite much useful for upcoming era. It can also be seen as precautionary
methods for future modifications.
International visitors- International visitors as customers for businesses in hospitality
industry can be viewed as a great source of income but to get these customers, it is essential for the
hotels to be well structured and popular. Good ratings and fame work as magnet in this matter.
In case of Sultan restaurant, the managers or team leaders use participative leadership style to
finalize the best method and approach to be applied on organisation’s activities so that goals can be
achieved.
Thus, it can be said that management of customer relationship is a major factor to attain
international visitors as customers, which can also be beneficial in enhancing organisation’s
popularity and market value (Hughes, 2018).
Apart from these, there are several more rising trends which are considered by new
companies and firms. By the help of such trends, a business can get effective approaches to compete
and exist in the market area. This is how; a business is capable enough to adopt new changes
according to the customers’ needs and preferences.
After having a detailed research of the topic, it can be considered that participative
leadership style is very effective and reliable for an organisation as well for its employees.
This type of leadership style is implemented with an aim to enhance employees’ performance and
organisation’s growth. It also leads to better productivity and improved relations among team
members. The market is constantly changing and such leadership style helps a business to identify
customers’ needs and preferences time to time so that the modifications can be done in the services
for customer satisfaction (Guliani, 2016). Participative Leadership Style leads the authority to take
better decisions and eliminates the risk of misunderstanding and issues among the employees.

TASK 2
Analyse how organisational responsibility & responsible leadership to corporate leadership systems
to facilitate competitive advantage
Organisational responsibility is an essential process in establishing a corporate leadership
system. When it comes to CSR, Responsibilities of the organisation increases towards both societies
as well the employees of the organisation which are needed to be managed in efficient and effective
way in order to achieve organisational goals (Gudkov, Dedkova and Dudina, 2018). Analysis and
identification of responsibility is an integral process as without proper analysis and identification of
responsibility it is not possible for organisation to achieve the desired goals & objectives of the
organisation within a specific period of time. In relevance with Sultan Restaurant, their
responsibility is to maintain high standards and achieve their quality goals and thus enhance their
relationships with the customers and generate more revenue by providing customer satisfaction.
Whereas, responsible leadership refers to relationship of the management with society and
people and make direct interaction with them to analyse and assume what necessary changes are
needed to be taken. Responsibilities of a leader include making decisions, mentoring and
developing the team's skills and managing conflict. A leader should always be active to take
necessary action for the betterment of environment and society. Manager of Sultan Restaurant is
well known about market trends nature and behaviour of the society. Both responsible leadership &
organisational responsibility are an important part in success of the organisation and achievement of
the goals of the organisation. Skills are required to handle both these concepts as these complex,
challenging and time taking processes. Combining those leads to corporate leadership system. A
company's corporate leadership creates a company-wide direction to be carried out by managers,
supervisors, and employees. Implementing corporate leadership is important so that the organisation
is able to achieve their desired goals in effective and efficient manner. Using this corporate
leadership system, it is taken as an advantage to the firm as in corporate leadership system skills and
knowledge of the leaders are enhanced and improved at a larger scale. These are then applied in the
management for achieving the visions of the organisation. (Adler, 2020).
Organisational responsibility differs from leadership responsibility because both
Organisational responsibility and leadership responsibility works differently. An organisational
responsibility is the ethical behaviour of an organisation when conducting or running its business.
On the other hand, leadership responsibilities are the liability of a leader to analyse and take
corrective decisions to achieve organisational objectives. So, it is important for Sultan Restaurant to
get the proper analysis of the responsibilities of the firm so that corrective actions are taken at right
time and decisions are made accordingly. This clarifies them about their roles & duties so that
leader in firm is able to use leadership style properly. A leadership style is a leader's method of

providing direction, implementing plans, and motivating people (Ferreira, 2019). It is also essential
for a leader to analyse their style and adopt the most suitable leadership style to entity and for team
which makes the leader and manager responsible towards the employees. In addition to this, there
are different competitive advantages which are going to be mentioned below:
 In corporate leadership system, it is necessary for leader to have innovative skill and
knowledge which is adopted for performing different business activities and functions in an
effective manner. It helps in increasing sales as well as profitability level in future period of
time.
 Furthermore, the major benefit of corporate leadership system is the innovative ideas that
help in maximising return.
 By executing this system, the manager offers opportunities to employees that encourage
them to put more contribution for achieving goal and objective of business organisation.
 Moreover, there are different strategies, policies and procedures which is executed by
manager that helps in taking appropriate decision which will be beneficial for success and
growth of business organisation.
 By adopting corporate leadership system, the manager of Sultan restaurant focuses on
achieving the competitive advantage over rival firm at marketplace.
From the above-mentioned matter, it has been examined that it is essential to assess the
organisational duties in order to perform different business activities and functions in an effective
manner. In addition to this, the leader undertakes the risk in order to maximize return within
business organisation (El-Dief and El-Dief, 2019). Thus, through appropriate research, the leader
provides favourable results to the company. Apart from this, it is the duty of leader of business
organisation that helps in boosting success and growth of business organisation. It is necessary to
take effective decision which helps them in reducing the issues and problems in upcoming period of
time.
TASK 3
Benefits of corporate social responsibility to organisation and society at large
Most of the business organisations in today’s world run with the motive of earning profit but
another main objective of businesses is to improve society as well as environment in which their
business exists. Making profits as well as revenues is necessary for business organisation but
corporate social responsibility is on essential part of every business these days.
Corporate social responsibility: corporate social responsibility measures which an organisation
takes in order to improve the society and environment in which business survives. Is an effective

date for businesses to increase their goodwill in the market. It is also helping in increasing moral of
employs along with employees and customer satisfaction which results in increase in productivity
of an organisation. Focusing on corporate social responsibility is leads a business to enhance their
brand image (Eissner and Gannon, 2018). Through achieving these organisational goals, the firm is
also motivated towards performing more activities related to corporate social responsibility as it
achieves all the objectives which an organisation begins with. In context of Sultan restaurant,
company grows a number of plants around the city in order to make sure that the environment is
green and safe. This helps business to spread awareness about their organisation and grab attention
of customers. This also helps community and motivate them to learn from the company and make
their surroundings better. Making and contributing to community help company in attracting more
employees for them as well as customers.
Benefits to organisation
Organisational Growth- every organisation aims at achieving organisational goals by
efficiently executing the strategy set up by them. It helps business to survive in the market for a
longer period of time. Every business organisation conducts corporate social responsibility in order
to maintain growth of their organisation. Therefore, Sultan restaurant also uses the strategy for
growth of their organisation.
Fund Raising- Every business requires capital in order to set up a successful organisation.
Although there are a number of financial institutions present in market which lend money to the
businesses to conduct their activities. Due to rising competition in the market raising funds for
business have become a difficult task. Corporate social responsibility helps businesses in easily
arranging for funds whenever required. Sultan restaurant uses the strategy and easily raises funds
from banks for the business activities whenever required by them.
Retaining workforce- Corporate social responsibility is performed by business helps them
in enhancing their brand image. Whenever any individual is a part of such organisation, they get
special recognition from society. This makes it easy for business to retain the employees as Willis
recruitment voice whenever they want. With the help of this strategy Sultana Restaurant easily
retain stuff for longer period of time. Also, whenever they require nee employees for their business,
they do not need to spend much in recruitment activities.
Brand recognition- corporate social responsibility is indirectly help your business in
promoting and advertising your brands. Using help of corporate social responsibility Sultan
restaurant easily makes their brand recognisable in the market. Customers are automatically
attracted towards the company when they know about steps taken by them towards society and
environment. Every organisation needs brand recognition in order to stay in competition and attract

customers towards them CSR makes it easy for organisations to do so (Dewally, Flaherty and Shao,
2017).
From the above matter it can be analysed that corporate social responsibility is attention for
every business organisation in order to grow and develop in the market. Taking help of corporate
social responsibility is, any business can easily access the market. Corporate social responsibility
and motivates a business to use resources of nature effectively Leslie. Managers in every
organisation or develop strategies for corporate social responsibility. Businesses develop a number
of resources for them from society while taking care of environment. Along with this score to social
responsibility also help businesses to create positive attitude in mind of people towards it.
TASK 4
Benefits of social media and risks related to it
In today’s changing environment there has been a significant rise in use of social media
platforms throughout the world. Social media helps in generating a number of opportunities for
organisations in order to track their customers towards their products as well as services (Altin,
Koseoglu and Riasi, 2018). There are a number of benefits provided by social media which helps
the company to increase their revenues as well as overall profitability in an effective manner. Sutra
restaurant uses social media in order to enhance their businesses. They have provided their
consumers with a cosmopolitan atmosphere. They are a fine Dine where customer get premium
services. They have been affectively satisfying all the needs of consumers who are approaching
them. Social media helps them to get customer expectations and needs. They use it to attract
customers and also advertise their brand. Below mentioned are a number of other benefits which
Sultan restaurant have gained through using different social media platforms for them:
Improves loyalty and trust: One of the major benefits which organizations are getting through use
of social media is attaining trust as well as loyalty of their consumers. Sultanrestaurant, have also
understood this benefit and they are using social media platforms in order to provide their
customers with whatever they want. Social media has been proven to be a great platform to
establish transparency between organisation and its customers. Customers are allowed to take
pictures of restore his Willis food which they can share your post on their account. Businesses also
created their own account on every social media paid through which they share all the pictures of
their guest.
Affordable: Social media is one of the most affordable way to advertise and promote services and
products of any company. These days the old methods of promoting the brand do not attract
customer any more. In order to sustain for a longer period of time in hospitality industry Sultan
restaurant has been effectively using social media to attain their customers and also retain existing

customers. The managers of the store make sure that the regularly post pictures on a number of
platforms so that consumers become aware of services provided by them. They also use it to
introduce their chefs to the customers. Many times live videos are also shared on Facebook which
helps in attracting customer attention (Cheng and Foley, 2019). Social media have proved to be
beneficial for business from a number of aspects and the major benefit is that there is not much
investment required by companies to pursue this.
Continuous customer engagement: Organisations require to continuously stay in touch with their
customers so that they do not lose interest. Social media is a great platform to maintain this
continuous touch with customers for the organisations. Sultan restaurant makes sure to keep in
touch with their customers through the help of various social media platforms. They also try to
make personal connection with customers through the help of it. It has been evaluated that these
days most of the population spent most of the time using social media accounts. This also helps
organisations to increase their profitability. They also look for customer feedbacks either negative
or positive as they are a great way for organisations to be in touch with their customers.
Updates customers with changes in restaurant: Social media is said to be one of the fastest ways
through which an organisation can update its customer about all the changes taking place in it. For a
restaurant which helps in engaging customers with updates such as new items in menu, special
events, special packages, happy hours and so on. Sultan restaurant uses various social media
platforms such as Facebook and Instagram to provide their customers with all the changes
happening in the organisation. This makes sure that restaurant is always getting attention from its
customers and also attaining new customers (D’Annunzio-Green, 2018).
Related risks:
Social media is the free platform where consumers can easily share their views and
feedbacks. Many a times there are a number of negative feedbacks and reviews from customer
which have a significant effect on the image of restroom. There are number of benefits provided
with the help of social media to a business organisation but when unhappy customers or any
grievances from anyone can lead to hamper the reputation of business on social media. It has also
been noticed that these days customers do not share their problems with the staff or managers of
restaurant but they directly give negative feedbacks on social media platforms. These negative
feedbacks lead to hampering the image of organisation in the minds of customers. It is also being
seen that customers of the restaurant decreased due to such feedbacks. Also through this feedbacks
many a times there is a chance of competitors copying the idea is introduced by business. Due to
transparency all the details of business are available online which can be easily used by competitor
or any new entrant in the market. These negative impacts of social media can hamper the brand
image which company or restaurant have developed throughout its existence in just few seconds.

From the above discussion it Can we concluded that social media have thought a number of
benefits for every organisation (Del Chiappa, Gallarza and Dall'Aglio, 2018). They can attract the
large number of audiences with just a few investments done in this platform. However, like every
other strategy this also brings along a number of risks to the organisation as negative feedbacks can
affect image of the business. Sultan restaurant has been taking a number of steps in order to make
sure that they do not need to undergo any negative effects of social media. Their social media
platforms under surveillance of their team in order to deal with any feedback services of customer.
Along with this before launching any new service they try to engage customers in a sample survey
through which any problems of customers can be analysed in an effective manner. It Help them to
know about the actual need of customer also increase customer loyalty towards them. Companies
also using some per advertisement in order to boost their visibility in the market in attract customer
retention.
It can be said that social media is important and essential platform in order to gain customer
attention for any company. There is a lot of competition in food and beverages industry so it
becomes essential for Sultan restaurant to effectively use social media platforms for their business.
CONCLUSION
From the above description in report it can be concluded that hospitality industry plays a vital role
in providing a number of services to customers. Every organisation in today’s world need to be
flexible enough in order to adjust with the changing situations internally and externally. They also
need to enhance their market as per the changing trends in market. Customer perception and
demands dynamic which is required to be fulfilled by every organisation. This makes it necessary
for every organisation keep on changing and reframing their strategies as per the news and events of
customer. Managers and leaders need to choose proper leadership style which will help them
throughout the business activity. Participative leadership style has been defined in this report which
is an effective strategy of leadership to encourage employees and increase productivity. Along with
this corporate social responsibility is also a great tool for businesses. They provide wider approach
unity for growth of business, increase profitability, enhance customer satisfaction and enhance their
brand image as well. Further, social media and its use in a hospitality sector is also explained in this
report. Every organisation needs to have a deeper knowledge of social media in order to stay
technologically advanced in the market. The changing trends in emerging needs of market needs to
be taken care of effectively. This is important because only objective of every business is to attain
as many as customers they can.

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