Emerging Trends in the Hospitality Industry

This document discusses the emerging trends in the hospitality industry, including leadership styles, organizational responsibility, and corporate social responsibilities. It explores different leadership styles and their effectiveness in achieving organizational goals. It also highlights the organizational responsibilities and responsible leadership practices followed by Landmark London. Additionally, it discusses the concept of corporate social responsibilities and the benefits they bring to the organization. Overall, it provides insights into the changing landscape of the hospitality industry.

Emerging Trends in the
Hospitality Industry

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1: Leadership style.....................................................................................................................1
P2: Organisational responsibility and responsible leadership ...................................................4
P3: Corporate Social Responsibilities..........................................................................................6
P4: Social media practices of organization..................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Organizational leadership is the leadership actions through which it tends to lead
organizational employee work forces for the achievement of a desired target by influencing them
to collaborate their working within the organization. The Landmark London is the chosen
organization for the evaluation in the report, company tend to provide hospitality services to its
wide range of customers within UK. Company tend to provide luxury hospitality services to its
customers at high prices and because of which is able to achieve an efficient economic growth.
Evaluation of the different leadership style for achievement of desired organizational target is
done in this report with that analysis of different leadership styles within the hospitality industry
is also done in the report. With that analysis of organization responsibilities and the
responsibilities of leadership is evaluated in the context of hospitality industry, also
implementation of different modules and theories is also done in the report. Evaluation of
corporate social responsibilities and benefits which are achieved to the organization is done in
report. Analysis on the effectiveness of social media activities is done in the report with the
identification on the changing customer satisfaction level.
MAIN BODY
P1: Leadership style
Leadership traits, is the integrated pattern of the personal characteristics, that reflects the
range of individual differences which foster consistent leadership effectiveness across the variety
off groups within organizational situations. Leadership is the leader's approach for leading
organizational workforces towards the achievement of a common target. Such that it is able to
establish a coercive coordinative approach for the employees so that they are able to collaborate
their working efforts for the achievement of a desired organizational target.
1. Autocratic leadership- It is the type of leadership approach in which the organizational
decision-making is done by the organizational leadership and the employee workforces
only have to follow the instructions which is being provided to them by the leadership.
This is an effective way through which the organizational leadership tend to ensue that
organizational activities are doing as per developed working strategy and chances of goal
achievement is also increased (Martill and Sus, 2018). However on the other hand this
also tend to reduce the employee's level of engagement in the organizational activities
because they only have to follow the orders and due to which the problem solving skills
1

of the employees is also reduced. Therefore, this type of leadership style will not be
productivity for the Landmark London because company tend to provide hospitality
services to its customers and slow work productivity will affect the customer's experience
with the company because of which overall negative impact upon the organizational
working and goal achievement capability will be established.
2. Participative leadership- This is a type of organizational leadership in which the
organizational leadership tend to influence organizational employees to participate in the
decision-making process. Through which the leadership can achieve a different point of
view in the decision-making process which will improve company's performance in the
changing market conditions (Akanji and et.al, 2019). This will be an effective leadership
style for Landmark London because even though the employees are able to showcase
their issues in the decision-making process. But still the final decision is being taken by
the leadership only because of which it will increase the chances of goal achievement for
the company. This is effective because since organizational employees are empowered to
showcase their issues and creative ideas for improving the organizational performance
then in that case it will increase their engagement in the organizational activities which
will reduce the chances of brand switching. Due to several advantages participative
leadership is also very effective because final decision is being taken by leadership only
through which it tend to ensure that all the required criteria are being fulfilled and
chances of goal achievement are increased.
3. Laissez-Faire style- It is a type of leadership in which organizational leadership tend to
empower organizational employee workforces to implement changes in their working
process as per their requirements. This is effective leadership style because by
empowering employee leadership tend to increase their level of engagement in the
organizational activities by which it can ensure that it is able to minimize the time
consumption in problem solving. Since employee are able to implement changes as per
their requirements because of which there are high chances that unsynchronized working
will be established in the organizational activities (Penny, 2017). Due to which it is very
important for Landmark London that it is able to implement this type of leadership style
on the employees of higher position within the company. Through which leadership can
make sure that it is able to increase the employee's work creativity and with that it is able
2

to minimize the threat of brand switching for the company. This is effective because the
employee's on the higher position are able to understand company's working procedure
because of which it is highly effective for the company.
4. Transformational leadership- In this type of leadership style organizational leadership
tend to provide comparatively simple tasks to the employees so that they can achieve the
desired target within the shortest span of time. Through this step organization tend to
ensure that it is able to increase the level of engagement of the employee's towards
achieving higher organizational target. At Once, the employees are able to achieve their
desired target then in that case leadership tend to provide comparatively difficult target to
them. So that employees are motivated to push their working limits and Landmark
London can achieve a higher work productivity through which chances of goal
achievement can be increased (Grimm, 2018). This is an effective approach of
organizational leadership through which it tends to minimize the threat of facing
employee's resistance to change and can implement improvisations within the working
process. Through which company can make effective improvisations in its working
process as per its organizational requirements, so that it can achieve an efficient
competitive edge.
Therefore, it can be analysed that participate leadership will be highly effective for
Landmark London because through this type of leadership style organization can ensure that
employees are able to showcase the issues which they are having within the company. So that
company can make concentrated efforts for the achievement of a common target this is effective
because it tends to motivate employees to increase their work productivity and at the same time
increase engagement in organizational problem solving through which it can increase the
chances of goal achievement.
Apart from the company must also tend to implement effective type of leadership style
according to its organizational work culture because work culture is the way in which
organizational activities are done. Therefore, by effectively choosing the appropriate leadership
style company can make sure that it is able to resolve the issues which employees are having a
with that chances of goal achievement can be increased.
3

P2: Organisational responsibility and responsible leadership
Organisational responsibility refers to the ethical behaviour of the organisation which
helps the business to to run smoothly and attain the goal. Any business whether it is local or
global can't run efficiently when they do not have proper organisational planning and
responsibility (Breukink, 2017). Being one of the big and reputed organisation their key
organisational responsibility is social responsibility, environmental and management
responsibilities. In the social responsibility, this organisation is working for the welfare and
development of the society and public. Being one of the biggest organisation they strongly
believe that they should protect the environment as well for that they are continuously working
to use recycle material, to save the unnecessary use of paper are sending bill vis e-mail to their
customers apart from this, they are running springboard charity, which is raising awareness
among youngsters about hospitality industry.
The main objective of this charity is to provide help to the young disadvantaged people,
and increase their skills, confidence and motivation. Apart from this, they are providing
financial support to those people who are affected by cancer. Besides this, they are supporting
children who are suffering form dangerous disease (Javed and et.al, 2020). For the sake of
management responsibility, this hotel provides equal opportunity to male and female so that they
can start their career in the hospitality industry. In the process of recruitment, this hotel has made
strict policies so that no one candidate feels discrimination and partiality. Apart from this, they
believe in the ability, potential and capacity of their employees and they feel that every employee
can be a manager or leader one or another day their they provide growth opportunity to their
employees. Along with this, the strategic responsibility of the hotel is that they have made
different strategies for the retirement of the employees. This hotel provides various insurances
and medical protection to the employees for their health and protection.
Responsible leadership, as the name implies leader has to do fulfil a lot of responsibility.
They have to satisfy suppliers, employees and shareholders.
Direction – As the hospitality industry is fully based on providing best services to the employees
but in the absence of proper direction no one employee can perform their job properly so it is the
leader who guide them and direct them what should they do, how to do etc. As the name suggest
4

directive means who provides direction to others and its subordinates, when the employees get
right direction they may perform well and this will directly impact the profitability of the hot6el
because no one organisation or hotel can go further the absence of talented and skilled
employees so it is totally up-to the leader how they guide and mentor their workforce (Hack and
et.al, 2020). If the, leader is supportive and provide accurate guidance to the employees, the
chances of errors and mistakes get decreases hence the employees can save their valuable time.
So it is totally up to the leader how they provide mentorship to their workers. Being a responsible
leader it is t6heir duty that they should give accurate assistance and guidance so that they hotel
may achieve their pre- determine targets.
Renewal - This style focused on providing everyday learning and know how and different
activities to the employees so that they can enhance their skills and potential. This style of
leadership is totally focuses on providing something new to every day so that each day
employees may learn something new and used their new knowledge in their work apart from this
with the help of new skills they may they can find new ways and ideas to sort out various
problems which they face in their daily routine (De and et.al, 2019). Apart from this, owing to
new skills, they may solve the problems of customers as well, as the customers are the main
source of earning in the hospitality industry, so the hotel cant compromise with the services, and
when the employees are getting new skills and new ideas they may serve the customers
efficiently and this will directly impact the profitability of the hotel.
Alignment - It is one of the logical approach which states about the brand and those leaders
who follows this approach they have to communicate the goal of the hotel to the employees and
ensure that the team understands the goal and work accordingly so that hotel can achieve their
goals. As per this approach the main motive of leader is to let the employees know that what
top management is expecting from them, and how can leader help them to achieve the goal of the
hotel. As this hotel is majorly concern with the services and they want to provide best services so
that the customers do mouth publicity of Landmark hotel. Apart from this, Landmark hotel
provides many growth opportunities to their employees so that they stay for long in the hotel and
put devotion in the work.
Engagement - leader of this approach works on the emotional aspect of the employee like what
they feel about the organisation, are they comfortable with strategies or not, as per that leader
guides the employees (Huda and et.al, 2018). This kind of leader give more importance to the
5

emotion they don't want to hurt feelings of their employees they strongly belies that when the
employees are happy with their work, they enjoy it and perform it with full potential.
Strategic responsibility
Strategic responsibility of any Organisation in the overall decision and also activities of society
with the help of transparent and ethical behaviour so every organisation should make certain
strategies for sustainability development and welfare of the society so that society also get
benefit from the organisation and its existence.
Economic performance
Performance of this organisation is quite well as it is generating more employment opportunity
for people apart from this it is contributing use amount in the form of taxation to the government.
This organisation also various service taxes so that economy of the country can grow more.
Social performance
This organisation is working for the development of society as well therefore it is providing
equal opportunity of employment to men and women so that they can balance and provide
employment to women as well. Apart from this, it is providing very educational recruitments to
the people who live in slum area and it it is running campaign for job seekers so that this
organisation can contribute to the Welfare and development of society.
Environmental performance
This organisation is continuously working for climate change and also using renewable energy
and continuously working for saving water so that they can contribute to enhance the
environment.
P3: Corporate Social Responsibilities
Corporate Social Responsibilities (CSR) is the organizational activity in which
organizations tend to integrate the interest and the requirements of customers, suppliers,
customers and stakeholders in its strategy development (Nosratabadi and et.al, 2020). In other
words CSR is the social welfare activities which is done by the organization in the external
organizational environment, through which it tends to make sure that it is able to achieve an
improved working condition. Organizations like Landmark London tends to do CSR activities
through which it tends to make sure that it is able to develop a positive image in front of the
customers. This is important for organization because customers tend to view company as an
6

individuals and tend to develop brand personality, on that basis it is very necessary that company
tend to make concentrated efforts for improving its performance.
CSR benefit to company-
Increased work productivity, is a factor which is being achieved with the CSR activities,
this happens because the company tend to do the welfare activities of its employees and
stakeholder through which it tends to motivate them to increase their engagement with the
organizational activities. This results in increased work productivity of the company and also at
the same time resource company with new and creative ideas because employees are influenced
to showcase their creative ideas (Gond and Moser, 2021). Through this step Landmark London
can ensure that it is able to achieve an efficient competitive edge.
CSR tend to provide high level of benefits to the organization and this happens because
when company tend to improve the lifestyle of its customers by making social welfare activities.
It tends to motivate customers to develop and increase their level of engagement with the
company because it is improving its environment as well. Thus increased customers level of
engagement with the company will increase their loyalty towards the company as will and thus
chances of brand switching will be reduced which will be highly beneficial for Landmark
London.
In the present time when UK's market is full of some of the biggest market competitors
because of which it is required for the Landmark London, that it is able to develop a positive
organizational image. Through which it can maintain its efficient economic growth, which will
empower organization to implement chances in its working process according to the changing
market conditions.
CSR benefit to wider community- CSR activities tend to provide high level of benefits to the
company but also at the same time there are several external factors of the society which tend to
achieve several benefits corporate social responsibilities (Glavas and Radic, 2019). Following
are the different factors which are being benefited through CSR activities.
Hospitality industry-
The hospitality industry tend to make several creative improvisations in its working
process through which it tends to make sure that it is able to develop a positive organizational
image and also is achieving a competitive edge. Due to this business personal running the
hospitality industry tend to establish high priority to short terms profit rather that long term
7

health issues (Russell, 2018). Due to these organizations within the hospitality industry have to
make expenditures thus by integrating the CSR activities in the initial stage of strategic
development hospitality industry can ensure that it is able to minimize the expenditures (Landon-
Lane, 2018). With that by integrating the CSR activities within the working strategy company
can also tend to ensure that it is able to generate a good business practices by which it can
improve its performance within the market condition. It is important for the hospitality industry
that it is able to attract new customers towards the company for the achievement of a corporate
target and by doing CSR activities it can make sure that it is able to attract new customer towards
the company.
Government-
Government has to make several efforts through which it can improve the infrastructure
of the country due to which its economic growth is being affected. Since organizations like
Landmark London tend to implement organizational efforts for resolving the issues of its
stakeholders like suppliers, customers and many more it tends to ensure that it is able to develop
a positive organizational image. Due to which apart from expenditures being made by the
government it being done by the company because of which governmental expenditures are
reduced. However, the government also tend to provide several additional benefits to the
corporation in context to their efforts by providing several advantages like tax relaxations,
rewards, etc.
Civil society-
The civil society tend to establish several efforts through which it can perform people
welfare activities and since it tend to be an non-profitable organization because of which often
tend to face limitation like lack of funding. Therefore, organizations like Landmark London
often tend to provide economical funding in the form of charity activities to the organizations
such that it is able to implement its social welfare activities by which it can develop a positive
organizational image in front of the customers. Through these activities company can make sure
that its employee workforce if able to concentrated their efforts on achieving a desired target and
the civil society is able to perform its activities for making appropriate improvisations.
Therefore, it can be concluded that organizations tend to make several efforts through which it
can develop positive brand personality for the customers and all the stakeholder. But also at the
8

same time CSR activities also tend to provide several other benefits to the surrounding by which
it can achieve an efficient working performance.
P4: Social media practices of organization
In the present time when market competition has increase drastically because of which
organizations like Landmark London have to improvise their working method in such a way that
it is able to maintain customer's engagement with the organization (Middleton and et.al, 2018).
Due to this the company has to integrate technological advancements in its working so that it can
minimize the chances of brand switching for the customers. Organizational social media
practices include factors like organizational website and mobile application which act as a
customer touch points.
Social media practices of company
Social media practises states about the uses of social media to promote the product and
services of the hotel. It refers that how Landmark hotel is using is social media handle to reach
at the untouched customers. As the covid has impacted the hotel industry thoroughly and till now
this industry is suffering from loss. So with the help of social media practices hotel Landmark
can inform about the latest offers to its potential; customers. Apart from this, when the hotel is
active on social media, customer can send their queries and issues throgh which the hotel will get
to know at which point they are legging behind, and what is the drawback found by the
customers in the services offered by the hotel.
Implication of better customer satisfaction- Landmark London tend to utilize its social media
practices for performing several activities through which it tends to make sure that it is able to
achieve high level of work productivity. With that company also tend to make sure that it is able
to motivate customers to provide feedbacks on the basis of experience which they achieved
during the contact with the company (Young and et.al, 2017). This is important for company
because once it is able to identify the weak areas which is affecting its performance then on that
basis it can make concentrated efforts for improving its performance in the specific areas.
Landmark London also tend to use social media practices for taking suggestion from the
customers (Hynnä, Lehto and Paasonen, 2019). So that it is able to integrate different level of
components within the organizational activities. Through which company can make sure that it is
able to extend the level of organizational services and tend to provide luxury services to the
customers. It is important for the company because by improving the customer services level
9

organization can establish premium pricing on its products which will provide it an efficient
economic growth. Feedback is a valuable tool for the hotel, due to feedback hotel will get to
know which services are good and on which services they need to work hard. Sometimes
feedback can be negative but instead of ignoring them, Landmark London should try to improve
them and make customer belie that the hotel is taking their feedback seriously and working on it
so that it get resolves soon, and hotel do not loose its potential customer (Alonso and et.al,
2017). If the hotel is getting more negative feedbacks on their social media handles such as –
Facebook, twitter and on the website, it means that something is going wrong and not as per the
strategies of the hotel, in such case hotel should make some necessary changes in the
management or in the staff so that they can win the heart of the customers and the customers do
not switch to its competitors.
Better customer experience-
Organizations like Landmark London has to ensure that it is able to improve customer's
experience with the organization and because of which tend to integrate several factors through
which it can improve the level of customer satisfaction. Therefore, company tend to employee
several technological advancements in its social media practices like email communication and
social media chat bots through which it develops a effective communication with the customers
(Giaxoglou, 2020). Then on that basis company make improvisations in its working areas such
that it is able to improve the weak areas through which chances of goal achievement can be
increased. Once the Landmark London is able to implement the appropriate improvisation then it
tend to showcase its modifications to the customers. Through which it tend to influence them that
company is making changes as per their requirements and this motivate them to increase their
level of engagement with the organizational activities by which chances of brand switching can
be increased. Also with that company tend to make sure that it is able to reach the augmented
level of customer satisfaction which is achieved when the organization is able to provide or
service which are beyond customers expectations.
Risks associated with social media- There are several risks which are being associated with the
social media and this include the fact that number of social media users is only being limited to
the internet users and literate individuals. Also number of market competition on the digital
platform is also increasing rapidly, therefore because of which sales can be affected.
10

Strategy to overcome risks- Company can use integrated approach of traditional and digital
approaches, through which it can ensures that a wide range of customers are being attracted.
Also creative customer attracting scheme can be implemented, by which significance of
associated risk can be reduced.
After the covid now the hotel is trying to attract its old and loyal customer, with the help
of social media practises, Landmark hotel is sharing the picture of their hotel premises on their
social media platform, which shows that how this hotel is taking care of the health of its
customer , Hotel is providing contact less check in and check out so that the customers feel
protected (clarke, 2019). Along with this, hotel is sharing all the necessary information on its
website like how many rooms are occupied and how many are left so that customers do not have
to face any kind of issues.
CONCLUSION
From the evaluation in this report it can be concluded the organizational leadership has to
implement several creative ways through which it is able to analyse the organizational working
conditions and then influence organizational employee work forces to analyse the different
situations and then implement appropriate improvisations in their working process accordingly.
Through which it can make sure that it is able to improve the working condition of the
organizational employees and also at the same time this will also increase the overall work
productivity of the organization because through this integrated mixed concentrated efforts it is
able to achieve high level of work productivity. With that it is important for the leadership that it
is able to analyse the different organizational requirement and then tend to make appropriate
Grimm, R., 2018. The Link between Leadership Style and Job Satisfaction in the DON Civilian
Workforce.changes through which the chances of goal achievement can be increased. However
organizational leadership has to ensure that decision-making is done in such a way that it is able
to provide high level of organizational benefits in returns and with that it also has to ensure that
all the organizational responsibilities are being fulfilled. This has to achieved in such a way that
it is able to fulfil the corporate social responsibilities by which company can develop a positive
organizational image in front of the customers.
11

REFERENCES
Books and Journals
Akanji, B. and et.al, 2019. The influence of organisational culture on leadership style in higher
education institutions. Personnel Review.
Alonso and et.al, 2017. Leadership styles and corporate social responsibility management:
Analysis from a gender perspective. Business Ethics: A European Review.26(2).
pp.147-161.
Breukink, M.J., 2017. The Division of HRM Practices between Self-Managing Teams and
External Leaders: Results of the Qualitative Study in the Healthcare
Organization (Bachelor's thesis, University of Twente).
De and et.al, 2019. Social media, open innovation & HRM: Implications for
performance. Technological Forecasting and Social Change.144.pp.334-347.
Giaxoglou, K., 2020. A Narrative Approach to Social Media Mourning: Small Stories and
Affective Positioning. Routledge.
Glavas, A. and Radic, M., 2019. Corporate social responsibility: An overview from an
organizational and psychological perspective. Oxford Research Encyclopedia of
Psychology.
Gond, J.P. and Moser, C., 2021. Critical Essay: The reconciliation of fraternal twins: Integrating
the psychological and sociological approaches to ‘micro’corporate social
responsibility. human relations. 74(1). pp.5-40.
Grimm, R., 2018. The Link between Leadership Style and Job Satisfaction in the DON Civilian
Workforce.
Hack and et.al, 2020. Resisting global universalistic practices: the endurance of culture and
particularism in African HRM. Journal of Work-Applied Management.
Huda and et.al, 2018. Transmitting leadership based civic responsibility: insights from service
learning. International Journal of Ethics and Systems.
Hynnä, K., Lehto, M. and Paasonen, S., 2019. Affective body politics of social media. Social
Media+ Society. 5(4). p.2056305119880173.
Javed and et.al, 2020. The effects of corporate social responsibility on corporate reputation and
firm financial performance: Moderating role of responsible leadership. Corporate
Social Responsibility and Environmental Management.27(3). pp.1395-1409.
Landon-Lane, M., 2018. Corporate social responsibility in marine plastic debris
governance. Marine pollution bulletin.127. pp.310-319.
Martill, B. and Sus, M., 2018. Post-Brexit EU/UK security cooperation: NATO, CSDP+, or
‘French connection’?. The British Journal of Politics and International Relations. 20(4).
pp.846-863.
Middleton, S.E. and et.al, 2018. Location extraction from social media: Geoparsing, location
disambiguation, and geotagging. ACM Transactions on Information Systems
(TOIS). 36(4). pp.1-27.
Nosratabadi, S. and et.al, 2020. Sustainable banking; Evaluation of the European business
models. Sustainability. 12(6). p.2314.
12

Penny, D.J., 2017. Landmark lecture on cardiology: the quest for the ultimate team in health
care-what we can learn from musicians about leadership, innovation, and
teambuilding?.Cardiology in the Young. 27(10). p.1947.
Young, W. and et.al, 2017. Can social media be a tool for reducing consumers’ food waste? A
behaviour change experiment by a UK retailer.Resources, Conservation and
Recycling. 117. pp.195-203.
Online
clarke ., T, 2019 14 Social Media Best Practices You Should Follow in 2020., [Online].
Available through:<https://blog.hootsuite.com/social-media-best-practices/>
Russell, K., Why CSR: Four Benefits of Corporate Social Responsibilities, 2018 [Online].
Available through: <https://www.fronetics.com/csr-four-benefits-corporate-social-
responsibility/>
13