Emerging Trends in Hospitality Industry

This report discusses the emerging trends in the hospitality industry and their effects on Hotel Hilton London. It covers topics such as the leadership style used by the hotel, the organizational responsibilities and leadership leading towards competitive advantage, the importance of corporate social responsibility, and the benefits and risks of social media for the hotel. The report focuses on the autocratic leadership style followed by Hotel Hilton London and the benefits it brings, including quick decision-making, improved communication, increased productivity, crisis management, reduced stress for employees, and improved performance of inexperienced employees. It also highlights the role of responsible leadership and organizational responsibilities in gaining a competitive advantage for the hotel. The report concludes with a discussion on the importance of corporate social responsibility and the benefits it provides to the hotel, as well as the benefits and risks of social media for the hotel.

Emerging trends in
Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Leadership style used by Hotel...............................................................................................3
TASK 2............................................................................................................................................6
Organisational responsibilities and leadership leading towards competitive advantage........6
TASK 3............................................................................................................................................8
Corporate Social Responsibility and its benefits to hotel.......................................................8
TASK 4..........................................................................................................................................10
Benefits as well as risks of Social Media to Hotel...............................................................10
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Hospitality industry these days include a number of categories which provide services such
as food and beverages, lodging, theme parks, event planning, transportation, travelling, cruise
line, airlines and some additional fields of tourism industry as well. Just like every other industry
hospitality industry is also emerging with new growing trends in the market. In order to fulfil the
changing needs and preferences of customers the management of hospitality industry requires to
update its practices and policies (Boella and Goss-Turner, 2019). The following report contains
the emerging practises in field of hospitality sector. Discussions are made on various leadership
style and also the most appropriate one for the hospitality sector. Various roles and
responsibilities of leader in leading a business to facilitate competitive advantage has been
discussed. Evaluation of corporate social responsibility and the benefits and organisation gets
from it has been discussed. The major focus on social media these days and benefits as well as
risks related to it for a business in hospitality industry has also been marked. In Context to this
report hotel Hilton London have been considered. Hilton Hotels as well as resorts are one of the
biggest brand of hotel in the world. They look after both businesses as a less travel leisure’s in
major city around the world. It was first started in Texas and now the chains have spread
worldwide. In London Hilton is situated on Park Lane. It is 331 feet tall 28 storeyed building
with 453 rooms and also a Michelin starred restaurant. In the following report emerging trends in
hospitality sector and their effects on hotel Hilton London will be discussed.
TASK 1
Leadership style used by Hotel
Leadership refers to a quality in a leader to influence all its followers manage their
education, training and experience in order to maintain maximum productivity in an
organisation. Leadership is an essential quality required in both leaders as well as managers in an
organisation. Adopting a specific leadership style will help to attain the confidence of
subordinates and make them work more effectively and productively. Job satisfaction is an
important factor to be developed in every industry. Managers in hospitality industry provide
different kind of motivators to the employs working under them in order to attain job satisfaction
from them (Pirani and Arafat, 2016). Following is the discussion of type of leadership style
followed by Hilton hotel London and the benefits that Hotel receives from this leadership style:

AUTOCRATIC LEADERSHIP
Hilton hotel London follows autocratic leadership style because it is seen that there are a
number of dynamic changes and demands which hotels need to fulfil. Autocratic leadership style
is the style in which a leader has all the powers of decision-making and control. Very little input
is taken by other group members in this leadership style. However, advices from followers are
really accepted in this leadership style. This leadership style has absolute control over a group.
There are a number of benefits of this leadership style such as decision making in this leadership
style does not take much time and can be done quickly. It is very important for stressed filled
situations. This leadership style helps in developing a clear chain of command without any
conflicts. It is very important for organisation where a clear and firm authorisation and direction
is needed for the employees (Huang and et. al., 2016).
Managers in hospitality industry provide their employees with different kind of
motivators in order to improve their job satisfaction. It is an important tool for a leadership style
to create job satisfaction among workers so that achievement of organizational goals could be
performed easily.
Benefits of leadership style to Hotel Hilton
 Quick decision-making: Autocratic leadership style for Hilton Hotel London have
established fewer levels of administration that are responsible for making decisions. It helps
organisation to solve the queries as well as problems of customers as soon as possible.
However, they take feedback from all the level of management but the decision at the end is
on the hand of leaders. It helps because only one person is responsible to take all decisions
however, they consider ideas of others as well but they do not need to argue or explain
themselves to someone before taking a decision. All the pros and cons of taking a decision in
hotel Hilton is done by the manager itself. it helps them to take quick and smart decisions.
 Improves communication: there is effective communication followed in hotel Hilton London
due to autocratic leadership style. Everyone in the organization knows where are the orders
coming from and who is command do they need to follow. When there is multiple level of
leadership in an organization it makes flow of command difficult within the business. In
other leadership style there are chances of tampering the orders when discussed and passed
on at various levels. In autocratic leadership style this issue can be eliminated because all the
commands go straight from leads to the workers and there is no middle party involved in it.

 Improves productivity: As autocratic leadership style follows moving of information in an
organisation quickly which will lead to no delay and no ideal worker sitting in organisation.
This leads to increasing productivity of the business. Hilton hotel London have been able to
increase their productivity over time using the style of leadership. Employees of the
organisation do not need to stop their work because of any confusion as commands are
passed on regularly. This have a great impact on work environment and also leads to accurate
working and consistent productivity for hotel Hilton London (Ozturk, 2016).
 Helps to handle crisis situation: Hotel Hilton London have been able to manage all the
situations of crisis effectively with the help of this leadership style. Whenever any situation
have a raised every employee in an organization knows where to go. There is only one leader
who is in charge of all. It becomes easy for leaders to take decision because they do not need
to consult to anyone before handling differences. It is helpful for hotel in both long-term as
well as short-term.
 Reduces stress and employees: Hotel Hilton have achieved maximum employee retention
with the help of this leadership style. Although it is a challenging style but employs in hotel
are happy because they have a clear description of their job and the expectation which
leaders have from them. Also when they come up with any new ideas or pitches they are
allowed to put it in front of managers or leaders. An autocratic leader in hotel Hilton acts as a
leader or a captain of a ship who have all the responsibilities on his shoulder and take all the
necessary decisions regarding the organization.
 Helps in countering can experience: In hotel Hilton London, autocratic leadership style has
helped in improving the performance of unskilled or in experienced employs as well. It is
easy for an autocratic leader to get work done from them because a special guidelines and
instructions are put forward by leaders to employees. They benefit workers by providing
them competitive task in order to do better in their field. They also guide and help them with
their experiences and knowledge. It is important to style of leadership which is used when
there is no proper time for training and development of employs and a task is to be completed
quickly. In this situation leader take all the burden on his shoulder and guides the employs
throughout the task.
The above discussion makes it clear that autocratic leadership style is an effective
leadership style for hotel Hilton London as it has gained a number of benefits from its leaders.

This is the most effective leadership style to be used when there are quick decisions required in
an organisation and an effective leader needs to take accurate decisions. It issues best
communication throughout the organisation and no conflicts between authorities and
responsibilities could take place (Ocampo, Tan and Sia, 2018). Hence the benefits to Hilton hotel
London from autocratic leadership style could be understood.
TASK 2
Organisational responsibilities and leadership leading towards competitive advantage
There are a number of roles and responsibilities to be followed by every leader in an
organisation. A leader helps in organisation to grow and also the employs who are working under
him to attain their personal as well as organisational goals. And organizational responsibility is
behavior of an organisation which is conducted while running of business. It is important for
every business to conduct all their operations in functions in an ethical manner. It is required by
an organisation to stay in the business for longer period of time. The corporate social
responsibility carried on board by a business can be specified as organizational responsibility as
well.
Leadership refers to a responsibility on one person to guide the functionality of an overall
group through instructions. A leader has a number of roles to play in an organisation which
include being a manager or supervisor, communicator, strategist, goal-setter and so on.
The following discussions carries out how an effective responsible leadership as well as
organisational responsibility leads to corporate leadership as well as competitive advantage for
an organisation. The following discussion describes how leadership style and organisations
responsibilities helps in gaining competitive advantage for the company (Kotler and et. al, 2017).
 Elevating human capital: In hotel Hilton London managers except that their basic business
is providing maximum customer satisfaction. Due to this they need to practise and make their
hotels a stage where in customer can experience leisure like never before. Hotel Hilton have
spent a number of time as well as money to look for all the aspects of the business and how
to manage it. Every small detail is worked on thoroughly for creating an effective impact on
customers. It is important for a business to understand the amount it need to spend on its
employees as well as the amount needs to spend all the assets. In hotel Hilton and then they
spend equal amount in the assets of the organisation as well as on training and development

of the employs. When both of these develop equally it provides company with competitive
advantage in the market. It is helpful for company to become market leader in the industry
because it is difficult for any competitor to copy a well-built asset derived by Hilton over a
long period of time. Also copying the employs with the same amount of experience and
training is not possible for competitors of hotel Hilton.
 Talent retention: Hotel Hilton make sure that they look very simple from outside but they
have a conversation regarding talent in their organisation at every point possible. They make
sure that whenever they hired someone the new employee has a proper schedule made for
them in the organisation. Just after hiring the employee needs to go through rigorous training
and leadership development, there are various points of time where these employees are to be
reviewed, the reviews of the employees will be shared with them as well as their mentors.
These are important activities which are followed by hotel Hilton and also the mindset
behind these activities are very well defined by the organisation. Employs are continuously
reminded about their talents in order to make sure that they play their roles effectively in the
organisation. Every employee and organisation go through the same procedure and employs
are also guided by leaders throughout this procedure (Sun and Lee, 2018). Leaders in hotel
heating play very important role in talent retention. Both organizational responsibilities as
well as leadership style of hotel Hilton London helps them to gain competitive advantage
over their competitors and market leadership in the industry. The employs they have in the
organisation are well trained and experienced and it is difficult for other industries to develop
same kind of human resource. This is a major competitive advantage for hotel Hilton.
 Developing leadership: Hotel Hilton has put its major focus on developing leadership in the
organisation. When looking at the changing trends and preferences in hospitality industry
these days it is seen that minimum weightage or investment is done towards leadership.
However, the biggest issue any company faces its leadership, not any technical skill set.
Hotel Hilton London generated a process in which all its executive have undergone
transformation. In today’s scenario it is seen that customers are more demanding and
expecting from any organisation. It is important that the informed customers are dealt by
leaders themselves rather than any other employee of the organisation. The organisation
these days are living in an environment derived by customer expectations rather than
industry. Hotel Hilton focuses on customer satisfaction and fulfilling their expectations rather

than being better than their competitors. It is important for them to be better than inspirations
who are the customers and setting standards of industry. This is where the organisation
responsibilities and leadership style are coming and the train their employs in such a way
who are always focused to words fulfilling the customers’ needs in this way hotel Hilton is
benefiting their customers and also achieving competitive advantages in market (Sanjeev and
Bandyopadhyay, 2016). However, this is a continuous process for the organisation and it is
not accomplished in one training programme. Hilton Hotels keeps on developing such
programmes in order to make sure that the leaders are equipped enough to fulfil all the
satisfaction and demands of their customers.
 Redefining leadership: The leadership which is developed by Hilton hotel is the most
valuable asset for organisation. They have developed a leadership model which is autocratic
and also motivates employees to give their suggestions and feedback. The leaders in the
organisations are trained not only to lead others but to lead themselves. Major agenda of
leadership in Hilton Hotel is leading others, leading change, leading businesses and leading
teams. It is the duty of managers and leaders towards themselves and their own development.
It is made sure that all the organizational goals and objectives are aligned with the goals and
objectives of individuals which include the leaders as well as their followers. In this way
Hilton hotel have accomplished a competitive advantage in hospitality industry through the
help of leadership as well as organizational responsibilities.
TASK 3
Corporate Social Responsibility and its benefits to hotel
Corporate social responsibility refers to an organisation who is taking responsibility in order
to impact its decisions and functioning in such a way that it benefits all the aspects of society,
community as well as environment. Corporate social responsibility is in today’s era does not
only include donating money or planting trees in the environment. It has more ethical practices
attached to it now (Katou, 2016). Hilton Hotel London have undertaken a number of corporate
social responsibility in order to make sure their sustainable growth for longer period of time in
the market. Some of the steps taken by company towards corporate social responsibilities are
mentioned below:

 Hotel Hilton is committed towards increasing its investment in social impact and operations
in different communities as well as supply chain. They make sure that they hire local
employees as well as they buy and invest in local market. For the development of small
communities, the company have invested a lot in growth of the small communities where its
business is located. They support the local products and the local people for growing their
business. They make sure that they hire local people and train them will provide them with
enough economic opportunities in order to improve the lifestyles.
 Company is also looking forward to cut down their environmental footprints in coming
future. There are a number of steps taken by Hilton hotel to innovate sustainable
development in the industry. They have decided to decrease their environmental footprints
and the extraction of resources done by them in environment. They have successfully
reduced greenhouse gas emissions done by them in last few years
 Hotel Hilton London have invested US$1 million in order to drive sustainable development
in travel and tourism in Africa as well.
 They have been named the first hotel in industry to commit zero so planned fill in the world.
 Hotel Hilton London have successfully raised a fund of one $75,000 in order to support all
the team members who have been impacted by natural disasters. They have also taken many
initiatives in which they granted over $220,000 to local communities.
There are a number of benefits which businesses gain through corporate social responsibility.
It has been already discussed a number of efforts taken by Hilton hotel towards corporate social
responsibility (Baharin, and Hanafi, 2018). Below is description of various benefits which
company have gained over period through the help of corporate social activities performed by it
over a period of time:
 Positive impact on community: with the regular investment it all in corporate social
responsibility hotel Hilton have acknowledged many benefits from community. The
community is where the organisation was not accepted earlier are now accepting it in the
light of corporate social responsibility is performed by them
 Encourages professional as well as personal development: When the employees of an
organisation are involved in corporate social responsibility is carried out by company it helps
them to learn new skills and apply them at work place as well. The employees of hotel Hilton

have contributed a lot towards CSR followed out by company. It also helps them to gain a
sense of satisfaction and create a good working environment in organisation.
 Enhances relationship with clients: by building strong projects of CSR activities companies
have been able to gain trust of their clients. Hotel Hilton have gained a number of good new
clients and have built alliances with them which will help company in future. It is a number
of pro bono activities done by company which are benefiting it by increasing its customer
base. It brings in strong working relationships with suppliers as well as customers for Hilton
hotel.
 Attracts skilled employees: an organisation which is highly committed towards corporate
social responsibility is it becomes easy to attain as well as retain skilled workforce. Hotel
Hilton have been lucky in this factor as well. Whenever any vacancies arise in company they
do not have to work hard or spent much in hiring skilled workforce (Rosa and Hastings,
2016). Due to a number of CSR activities already carried on by company skilled people are
always ready to work for it. Also the already existing employees of company do not think of
switching for another company because of all the good deeds company is doing for the
society at large.
TASK 4
Benefits as well as risks of Social Media to Hotel
Social Media
Social media are an interactive computer-based technology, which provide formation,
creation and sharing of data, information and ideas, interests by using online communities and
networks. Social media consists websites and applications that authorize users to form and share
content or to take part in social networking (Guchait and et. al., 2016). Social media incorporates
the online technology and methods through which people share content, personal opinion,
different perspectives and insight into world issues generally discuss the evaluation. Hotels
Hilton London use social media for marketing their business, now a day’s social media is
effective and convenient marketing tool for Hotels. Hotel Hilton London use social media to
attract more customers so there are benefits of social media and its related risks faced by
management of hotel are discussed below –
Benefits of social media to Hotel Hilton London

 Social media create big opportunity for Hotel Hilton London to reach large number of
people and attracts more and more customers towards their hotel.
 By using social media marketing Hotel Hilton connect directly with their customers and
they also get to know that who is interested in their hotel by follow Hotel’s account on
social media (Romero, 2017).
 It is an advantage of social media marketing that it helps in building brand image in the
market. With this Hotel Hilton London build strong brand image and brand loyalty in the
market.
 Social media also give chance to evaluate the performance of the hotel through tracking
hotel’s social media marketing campaign.
 By creating or posting effective and organic content Hotel Hilton London attracts
customers.
 Social media also provide paid advertisement facility, every social media platform
provide their own form of paid advertising. Paid advertisement helps in connecting with
people who haven’t visit the Hotel Hilton’s website still.
 Social media also drive traffic towards Hotel Hilton’s website through posting content
with link to their website.
 With the help of social media Hotel Hilton London get to know their customers better
and with this manager of hotel is able to share valuable content with their customers.
 By using social media marketing, management of hotel is able to connect with their
customers easily and with this they provide better service to the customers (Gamor and
Nartey, 2018) .
Risk of social media to Hotel Hilton London
 Sometimes manager of Hotel Hilton London receives negative feedback or comment on
their website.
 Hotel’s manager always take care while posting content on social media because posting
ineffective or inappropriate content leads to embarrassment
 Spending lot of money and time on social media distract the manager of Hotel Hilton
London which is also create some amount of risk for hotel.

 Social media reduce the chances of face to face communication, which is the biggest
disadvantage for Hotel Hilton London.
 There is chance of fraud and scams on social media, so manager of hotel needs to use
social media carefully with full security of networks.
 Social media build image also ruin reputation in seconds just by creating wrong story
and spreading it. Due to this hotel can suffer loss because of bad reputation.
 With the help of all the above-mentioned benefits as well as risk attached to company
through social media networks, we can derive following strategies which could be used
by hotel Hilton in order to attain all its objectives and goals (García Cabrera and et. al.,
2018).
 Developing website: development of a good and responsive website is a major step we
should be taken by every company. It is the most important distribution for a business
and good online marketing. However, there are a number of tactics in hotel marketing
which can directly attain potential customers from the website. People who are far away
and have no idea about your business can also choose your business for their purpose.
 Search engine optimisation: choosing four and following a search engine optimisation in
online marketing is basically ensuring that the data and information about business have
strong keywords and combinations which may appear on top when any customer search
for hotels. It is important for hotel Hilton to plan their website in such a way that search
engine optimization contains strong keywords which might attract customers towards it.
 Promote with online travel agencies: with the growing use of social media is in today’s
era it is important for hotels to join hands with other companies in hospitality sector.
They need to capitalise on online travel agencies and travel brokers. They are a great way
to bring business for the hotels. They will bring business for Hotel in bulk quantity
however there is some commission applied to their services. A hotel does not need to
solely rely on these middlemen. But however taking some help from them will help
Hilton hotel to grow their business.
 Global distribution system: Global distribution system is a system of networks that helps
automated transactions in between a number of travel service providers. This includes
airlines, hotels, car rentals, cruises as well as travel agencies. When Hilton Hotel
connects it hotel to a global distribution system provider, they can easily get a number of

bookings with the help of travel agencies working worldwide. It is also very helpful for
company to target specific customers or Travelers.
 Review and recommendation: customers are the key factors in market today. Every
company work toward customer satisfaction and meeting all their needs. It is important
for companies to make sure that they have good customers review. Any poor reviewer
feedback of customers on their online sites may lead to loss of 100 of customers. Hotel
Hilton can make sure that they engage their customers while checkout so that they can
attain good reviews and recommendations from them. It is important for companies to
make sure that they work towards any negative feedback which is provided on their
website. It is important for company to neutralize their negative feedback whenever
possible.
CONCLUSION
From the following report all the emerging trends in hospitality sector could clearly be
marked. Its affect on a hotel have also been clearly describes. Through the help of this report all
the steps which are required to be taken by a hotel in order to come up all the changes happening
in industry and various measures as well as strategies to cope up with them can be clearly
understood.

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