Emerging Trends in Hospitality Industry

This document discusses the emerging trends in the hospitality industry, focusing on effective leadership styles, organizational responsibility, and corporate social responsibility. It explores how these trends facilitate competitive advantage and deliver benefits to customers and companies. The case study of Hilton hotels and resorts is used to illustrate these concepts.

EMERGING TRENDS
IN HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Critically use the effective leadership style for the respective company.....................................1
Examine how organizational responsibility and responsible leadership change to facilitate
competitive advantage.................................................................................................................3
Evaluate how corporate social responsibility delivers benefits to the customers and company. 5
Identify the use of social media and the risk is associated with it and determines strategies for
addressing these risks..................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality industry is dynamic as constant changes are present according to the
requirements and preferences of customers. In terms of this there are various types of emerging
trends that takes place in relation to attract huge number of Guest. Hospitality industry is the one
that developed listen ship with their customers and visitors and also try to offer best experience
in order to attain desired objectives and goals in well defined manner. In addition to this by
considering the technology factor Trends have changed in bid to satisfy the requirements of guest
(Sadik, 2017). In addition to this the present report is based on the Hilton hotels and resorts
which is a global brand of full service hotels and the flagship brand of American multinational
hospitality company. The original company was founded by Conrad Hilton and there were
around 586 Hilton hotels and properties within 85 countries and territories across six continents.
The brand is targeted at both business and leisure Travellers with locations in major City centres
airports and popular vacation destinations on the world. The report is going to cover the several
leadership style in order to operate the business activities and organisational leadership help
hotel in order to compete with the dynamic environment as it provide better business model to
the company. Moreover by considering the recent years corporate social responsibility is
important is it useful in providing benefits to the respective company. Lastly e the company is
used for social media is the most popular resource in order to spend their business and offer
prominent services to their customers.
MAIN BODY
Critically use the effective leadership style for the respective company
The below report is based on the case study of DoubleTree by Hilton hotel and resorts
which is the project regarding interior decor and increasing the lack of lightning in various rooms
in order to change the Ambience of the hotel. In terms of this the launch and bar areas are more
fitted with adjustable display lights in order to create and develop stylish and cosy feel for their
customers. Moreover reception conference room are fitted with great white down lights and
Gamma’s ILEM emergency eliminators completed the scheme (Case Study: DoubleTree Hotel,
2020). For more flexibility, DALI was used across the hotels which allow the light to be
controlled from the central building management system. This project is for the high
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performance of the down lights in order to replace the CFL fittings to maximize the energy
saving in controllability within the banqueting suite.
Leadership style
Leadership style refers to the process of any leader in relation with giving and offering
direction to the Employees and subordinates to make sure the proper implementation of plants
and influence their behavior towards achievement of desired result. It considered the implicit and
explicit activities and behavior of readers within the organization. As over the years many
searcher have analyzed various kinds of leadership style and evaluation has been done in terms
of executing the different types of leadership according to different situation (Willer and
Lernoud, 2019). Some of the most famous leadership style consider autocratic leadership in
which there is no communication among the employees and employers power and authority is in
the single hands only mean by democratic leadership is a kind of leadership in which
subordinates are actively take participate in the organizational decision making and have proper
authority and responsibility. In relation with this various types of leadership styles that can be
used by the Hilton Hotel and resorts are described underneath:
Autocratic leadership style: This kind of leadership style is considered as the traditional
leadership in which the leaders have all the powers to take decisions and there is no input from
the side of employees. Therefore it leads to reduce the motivation of employees and workers do
not pay more attention towards their work and operational activities (Sanjeev and Birdie, 2019).
In order to achieve desired aims and Objectives Company like Hilton hotels and resorts can opt
this leadership style in order to reduce conflict among employees at the time of group discussion.
Participative leadership style: According to this leadership style the leaders take all the
prominent decisions by considering and engaging their employees as well. This kind of
Management share all the prominent information with their employees regarding the
implementation of changes as bi this employees field important within the organization and leads
to improve their motivation and satisfaction level (Santeramo and et. al., 2018). In relation with
Hilton hotels and resorts their leader can use this dealership style as it is more effective in order
to motivate employees and improve their performance as well. Therefore it is more important for
the hospitality industry to encourage them ploys in order to provide satisfaction to their clients.
Laissez fair leadership style: This leadership style is just opposite to the autocratic style
as in these leaders give all the respective resources and authority and responsibility to their
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employees in order to achieve prominent objectives for the company. In terms of Hilton hotels
and resorts the leader can opt this leadership style as it provide prominent platform to the
Employees and improved knowledge and learning regarding the particular task. In this context
the management need to trust their employees and also able to develop better relations with them
to provide better services to customers.
In relation with Hilton hotels and resorts which is a group of hospitality centre and offer
many more services to large number of customers all over the world. For this company has huge
scale operation in various countries all over the world and for this they need prominent
leadership style that is best suited for the company which is participated leadership. This
leadership style is discussed as a bomb in which leader understands the significance of
employees engagement and involvement of employees is considered in the procedure of decision
making (Kim and Jeong, 2018). In this kind of leadership employees are more motivated and
encouraged to speak and keep their views and suggestions in front of Management regarding the
situation of business and after considering all the recommendations management take final
decision. It offers the employees a sense of belongingness and boosts the morale of employees.
In terms of Hilton hotels and resorts it is best suited for them because of their large scale
operations which takes lot of time to take decisions. By considering this, in some critical
situations company need very short notice to take decisions and for this company need to follow
chain of command and autocratic that hinder the process of decision making.
This kind of leadership style leads to Foster the creativity procedure and innovation
within the organisation along with the suitable efficiency of employees. To offer great hospitality
service is not the responsibility of an individual as it requires special Bond and connection
among the team Associates that are responsible to make sure the great customer experience
Foster organisation by promoting Team Spirit (Seal, 2019). It is the Great method to motivate
employees and offer support to them by involving them in the decision making procedure which
helps the management to take better decisions because of their efficient employees who are more
aware about the issues of customers and also know the best way to resolve it.
Examine how organizational responsibility and responsible leadership change to facilitate
competitive advantage
The responsibility of organization is considered as the ethical behavior that is useful in
managing and offering prominent result to operate the business activities more effectively.
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Despite from this it also defines the Corporate Social Responsibility in order to of a sustainable
business model that is helpful in managing and offering prominent sources to overcome the
issues. In relation with this organization is also responsible for the behavior of their employees
and the working culture that is offered by them that leads to influence the productivity (Dell and
et. al., 2017). For this company as a duty to take care of the health and safety of their staff that is
important to enhance the reputation of company for the longer period of time. It also considered
the engagement of feeders that is important to increase the prominent result to overcome the
problems as it is important for the leaders to aware about the roles and responsibilities of them to
offer better working culture. For the organization like Hilton hotels and resorts the leaders need
to make sure that they are liable for company to provide great services to the Employees and
customers for the betterment and growth. For this organization responsibility that deletes the
corporate social leadership is discussed as:
Allocation of duty: This factor is more prominent for the leaders which are helpful in
enhancing the positioning of company. It is useful in maintaining the structure of organisation
and offer better environment for an entity (Min, Swanger and Gursoy, 2016). In context of Hilton
hotels and resorts the leaders need to delegate the authority of the employees which is useful in
enhancing the productivity and offer better services to customers. In terms of public institutions
the leaders has the great responsibility to overcome the issues by offering proper guidance and
better services to subordinates. Therefore this method is useful and motivating the employees
and eliminating the competition in more effective way.
Coordination: It is considered as the main responsibility of company to develop
coordination among employees as it is useful in reducing the wastage and developing efficiency
of subordinates as well. Hence coordination must be present in order to meet the desired
objectives and allocation of funds for the expansion of business (Jones, Hillier and Comfort,
2016). In terms of Hilton hotel and Resorts operates in various reasons and in terms of this they
need responsible leaders to maintain proper coordination for the smooth functioning of the
company. Despite from this, responsibility of organisation to carries out its functioning in more
effective way to reach and achieve the organisational goals. Therefore by this way subordinates
can enhance their productivity and reduce the competition with their better coordination to offer
from and services to customers.
Responsible leadership leads to corporate leadership systems to achieve competitive advantage
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Stakeholder’s inclusion: It is very important for the leaders to provide safeguard for the
trust in order to create positive impact on the reputation of company. For this responsibility shift
leads to manage and gain the trust of various stakeholders that faster the dynamic environment
(Boella and Goss-Turner, 2019). In relation with Hilton hotels and resorts their leaders need to
put emphasis on the stakeholders and offer them prominent benefits as it helps the company to
expand their business more effectively. Despite from these responsible leaders tends to figure out
the problems and try to enhance the revenues of company that is important from the perspective
of stakeholders and also to become more competitive in the hospitality industry.
Technology and innovation: It is considered as the significant duty of riddles to develop
new organization and enhance the societal values with the help of innovation. In terms of
hospitality industry drastic changes have seen in recent years because of the technological
advancement and with the help of Technology it becomes easier to overcome the problems of
competition. In relation with this many hotels use online booking and social media to increase
their market share and presents that prominently capture the attention of customers. In terms of
this leaders also responsible to encourage the employees to bring out unique ideas that help in
offering better services and facilitate competition in the market.
Provide right direction: Responsible leadership defects the suitable path which is useful
in offering better services that are significant for the company to enhance the market share of an
organization. There are several entities that operate in the hospitality sector that leads to develop
high competition in the market (Rao and Prasanth, 2020). Therefore in relation with Hilton hotels
and resorts the leaders have to be more responsible in order to develop suitable structure and also
show right audience to employees by which they can attend desired goals for the company.
Moreover leaders need to motivate their workers by providing them probable benefits in order to
enhance services and eliminate competition from the market.
Evaluate how corporate social responsibility delivers benefits to the customers and company
Corporate social responsibility is the self governing business model that is useful for
company to offer financial and other concerning support for the betterment of society. Despite
from this it is also responsible towards the various stakeholders and society as well. By
practicing corporate social responsibility activities organization need to develop huge impact in
order to sustain in the market for the longer period of time (Zaitseva and et. al., 2016). Therefore
it leads to create a sense of trust and also bring out the desired result that tends to earn huge
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profitability. By considering the recent years corporate social responsibility is becoming more
effective as companies put emphasis on towards societal development. Moreover in order to
engage in the corporate social responsibility this means that working for the overall development
and growth of individuals not only for the profit. In relation with Hilton hotels and resorts the
leaders need to invest more in CSR activities as and lead to enhance the value and the reputation
of company in the eyes of customers. Despite from this it also attract more and more customers
towards the hotel in order to eliminate prominent risk and uncertainty that is present in business.
CSR is the item that is important for both company and customers as with the help of CSR
activities several programs can effectively become beneficial for the society and boost the
reputation of Hotel. Away with it is useful in developing better Bond with the employees that is
useful for managers in increasing and offering better product and services to the customers. In
the context of respective company they are more socially responsible to their employees and
prospective customers and stakeholders as well (Breda, Pacheco and Dinis, 2019). The
management and leaders of Hilton hotels and resorts need to improve their policy and make
prominent changes regarding the enhancement of productivity.
Benefits to company
Increase employee satisfaction: Employees are considered as the most important aspect
and asset as they are the brand and face of an organization. In terms of this companies useful in
conducting CSR activity that leads to develop better satisfaction towards employees. The more
engaged employees lead to develop and achieve desired outcome for the organization (Tolkach,
Chon and Xiao, 2016). In relation with hospitality sector the leaders need to make sure the
proper involvement towards CSR activity in order to enhance the image of company and
motivate their employees towards the objectives. Despite from this it is also helpful to develop
better relations in order to increase the trust and bring effective results for the growth of
company.
Improve reputation: In modern business world organizations need to manage and
demonstrate the CSR activities that are useful in increasing more customer base. It becomes a
trend for each and every organization to actively take participate in social responsibility as it
leads to increase their reputation and offer them better market to run their business (Pestana,
Sánchez and Moutinho, 2019). In terms of Hilton hotels and resorts their leaders develop plan to
use solar lights instead of CFL that leads to save more electricity and energy and increase the
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reputation of company. In addition to this company actively engage with the NGOs in order to
offer fonts and other services that is beneficial for company to increase its productivity and
reputation.
Benefits to government bodies
Helps in developing policy: By considering the CSR activities the government plays a
significant role in offering prominent information to private sector that is mentioned on their
website which describe about the company and their funds. Moreover government also sponsors
the policies for company that is helpful for business in order to address the individual concern
and offer better results to consumers (Munjal and Bhushan, 2017). Despite from this it is useful
for company to follow all the rules and regulations that is important to overcome the problems in
more effective way. For instance developing the proper guidelines regarding the payroll and
schemes is important for the company.
Improve transparency: The major benefit of CSR is that it offers transparency and clear
policies of company. Moreover some organizations use other methods that are hidden in order to
organize CSR activities and for this government bodies help them in offering prominent data
fodder activities. This quality makes sure the proper procedure in order to increase the society
and Company to uphold their commitment towards the people. Therefore it leads to enhance the
CSR standards which are useful in offering government services and overcoming the problems to
carry forward operational activities.
Benefits to customers
Provide charitable contribution: The prominent advantage of CSR is that it is useful and
offering charitable contribution to those people who are needy. In relation with this there are
many NGOs that are run by this corporate social responsibility (Guliani, 2016). Along with this
organizations and government are interconnected in order to support the society for the growth
and betterment of nation. In modern world there are several civil society bodies that get fonts
from various companies for the upliftment of society.
Prevent human rights: The engagement of multinational companies for the use of human
right is important as it offer power to Civil Society and also protect the prominent rights of
customers and employees as well. For this companies recognize the significance of rules and
regulations which is useful and offering better results that are vital to operate business in
dynamic environment. For instance Hilton hotels and resorts need to provide basic pay to the
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Employees by considering the Civil Society upliftment prominently and for this they need the
support of government for offering better services towards the development of society.
Identify the use of social media and the risk is associated with it and determines strategies for
addressing these risks
Social Media: It is computer-based technology that provides facilities to share ideas,
thoughts and information through building virtual networks and commitments. Managers of
Hilton Hotel implement this social media as to engage with their customers from electronic and
social media with communication and advertisement (Gursoy, 2018).
Benefits of social media for Hilton Hotel
Brand Awareness: This refers as to promote and position the brand in front of target
market to attract large number of customers for purchasing their product. Managers of Hilton
Hotel are benefited in increasing brand awareness by enlarging buyers through supplying high
qualitative services that creates opportunity for growth and stability of business. The various
media which play their major role in brand positioning are You Tube with 73%, Facebook by
68% and Instagram through 35%.
Customer interaction: It provides the ability for target market to interact with them by
sharing their views regarding goods and services quality on social media (Sen and Kaushik,
2016). Managers of Hilton Hotel are advantageous by sharing information related with their
features of product that attracts large number of people collectively for analysing taste and
preference of target market. It is useful for customers to predict the services observed by
previous guest on social media. For Example, Whatsapp, Facebook, Instagram, etc.
Brand loyalty: This build relationship among the existing buyers and manufacturers
through social media as producers provides discount to their past end-users. Managers of Hilton
Hotel are profitable by enlarging brand loyalty and advocacy that enhance their market share
which create opportunity for growth and stability of hotel in perfect competition market. It is
useful for producers in supplying qualitative services that leads guest to survive in good
atmosphere with luxurious and comfortable livelihood (Crowther, Gomez and Vargas, 2017).
Least-cost effective: The social media is very cheaper as compared to traditional
advertising and promotional activities. It consists of less cost as the most important work done to
share information is to post comment on websites. Managers of Hilton Hotel are beneficial as
they have to post advertisement on social media channel which increase brand awareness on
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large scale and promotes its activities. It is useful for the company to increase their sale, profits
and market share.
Increase sales: The producers of company focus on increasing sale by enlarging
customers through developing relationships with them by supplying superior goods and services.
Managers of Hilton Hotel are advantageous by promoting and positioning their effective services
such as front office, housekeeping, and available facility for electronic media, food and beverage
services, etc. It is useful for company to position their products and services through social
media channels which increase sale as customers select the option of hotel to experience and feel
good environment of hotel (Willer and Lernoud, 2019).
Risk that is associated with company
Prominent risk which is concerned with the company is that the use of social media can
abstract the personal details of their customers. By considering the more uses of social media
leads to develop cybercrime as it become more common to steal data and leads to develop theft
cases. Away with this customers face bad experience towards the Hilton hotels and resorts and
give negative reviews on the website that leads to eliminate the business and profitability of
company moreover it becomes the bad news for company that reduces the brand loyalty and for
this hotel make sure that they offer better services to their customers with strong security and
data protection (Sanjeev and Birdie, 2019). In modern world the number of social media hackers
increases on the daily basis as they can hack the account and misuse the information of
customers and employees as well. Moreover it leads to increase the cost for the company because
of some legal issues which become a complex procedure and time consuming for the hotel.
Strategies to overcome the risk
Invest in more secure technology: It is vital for the hotel to largely invest in the security
of Technology as it leads to increase the awareness among employees and reduce the cost of the
company full stop in relation with Hilton hotels and resorts they can use various tools such as
zero Fox for the advancement of security system that leads to manage and reduce the cyber
attack. As it provide alert to company as if their data tries to get back and inform about the
breach in the system (Santeramo and et. al., 2018). Moreover it is significant for the company to
manage the risk as it is useful in enhancing the productivity in most secure way for the
operational activities of company.
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Monitor the social media channel: It is more important for the Hilton hotels and resorts
to keep track the daily activities of the social media. So it is useful in offering safe and secure
proposal that is helpful in increasing the cost and reduce the cost effective methods that is
significant for the company (Kim and Jeong, 2018). In relation with this, company need to hire
specialist that can analyze the breach for effectively development of security system to eliminate
the risk factor. Despite from this it is more important for the management to have separate
department to monitor and oversee the whole operation to eliminate the cyber risk in prominent
areas.
CONCLUSION
Therefore, it is concluded that there are various emerging Trends considering the
advancement of Technology for the enhancement of market share in the shorter period of time.
In relation with this by analyzing the case study of company various types of leadership style is
discussed in the context of respective company that is important to offer right direction. Despite
from this there are various organizations that are responsible for coordinating in the most
probable manner that is helpful in eliminating the competition in the company. Moreover a
different benefit of social media is also discussed that is cost effective and useful in increasing
the productivity and acquiring larger market probable manner. Therefore it is important for the
hospitality industry to become more flexible and use prominent leadership style that leads to
enhance the services and provide satisfaction to their potential customers.
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Online
Case Study: DoubleTree Hotel. 2020. [Online] Available through
<https://coolsysenergy.com/case-study/case-study-doubletree-hotel/>./
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