Emerging Trends in the Hospitality Industry

This report analyzes the changing behavior in leadership, corporate social responsibility, customer needs, and social media impact on customers in the hospitality industry. It explores different leadership styles, organization responsibilities, and the benefits of corporate social responsibility. The report also evaluates Hilton's social media practices and their impact on customer satisfaction and experiences.

Emerging Trends in the
Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Lo1...................................................................................................................................................3
Leadership and different types of leadership styles:.............................................................3
Lo2...................................................................................................................................................6
Organization responsibilities and responsible leadership concepts:....................................6
LO3..................................................................................................................................................9
Corporate social responsibility (CSR).....................................................................................9
Benefits of Corporate Social Responsibility.........................................................................10
LO4................................................................................................................................................12
Hilton’s Social Media Practices:............................................................................................12
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Emerging trends is a analysis of the changing behavior in leadership, corporate social
responsibility, customers need and social media impact on customers.
It provides general direction to identify the changes in different industries like fashion or style. In
the context of hospitality business it provides the analysis of changing rules and regulation of
management. With the help of this study organization finds out customers desires and
requirement.
Hilton is a one of the best and world's largest, fastest and growing hospitality company of UK. It
has 18 brands, and 119 hotels worldwide and more than 6400 properties worldwide.
This report helps to understand the different different changes are adopted by hospitality industry
in the leadership context. This study helps to identify what is leadership and why it is require in
hotels and different styles of leadership and leadership impact in different types of organization.
this report also evaluated about the important of organization responsibility and responsibility
leadership and Corporate Social Responsibility benefits given by the hotel. These benefits are
different from other organization. Moreover this study evaluates the hospitality industry’s social
media practices helps organization in growth and help to provide customer satisfaction and
experiences. (Gursoy, 2018)
MAIN BODY
Lo1
Leadership and different types of leadership styles:
Leadership: Leadership is an influence procedure that allows managers to get their people to do
willingly what must be done, do well what ought to be done. That means leader are the person
who influence the people under his team or organization to work better and influence them to
do the work to achieve company's goals. Leadership is one kind of techquines which used by
many companies for smooth functioning, setting strategies and their goal is to utilized all the
available resources of the organization. Leadership in hotel industry is different in management

but plays important role. Leadership is very essential for survival and success for the hospitality
industry. With the help of effective leadership styles helps companies to compete and satisfying
the needs of customers.
Leadership styles:
Democratic Leadership: Democratic leadership is also recognized as a participative leadership
approach that includes that leader demanding contribution from the people of his group and
evaluating every person’s viewpoint before determining a last decision. This leadership style
connects with each and every person in the process of decision making which can enhance
team’s morale, commitment. and \job-satisfaction. In the context on hospitality industry
democratic leadership help them to manage their subordinates.( Xu, 2017.) Hilton can use this
leadership style to manage people within the organization. As in the hotels business leaders need
to adopt changes as per the customer’s preferences so if Hilton applies this style in the
organization it will boost their employees confidence and they provide best service and best
staying experience for their customers.
Autocratic Leadership: autocratic leadership style pertains to the leader who makes decisions
with his own or without asking to the other team members. It is also known as an authoritarian
approach of leadership, the autocratic style could be very helpful whenever immediate decisions
were made. For example in this kind of leadership style manager not involve their employee in
big decision only they provide guidelines to their employee to work on. This is most commonly
used leadership styles used in many big and five star hotels like Hilton.
Laissez-Faire Leadership: The laissez-faire leadership approach is a “unautocratic” or very
linen process of leadership, which implicates that manager authorizing or assigning all the
responsibility of team or work and decision-making to its team members with very minimum
obstruction and far supervision. This leadership model can encourage innovation by giving self-
motivated people to connect with their personal passion and choices. It will help the organization
in longer context. Hilton can adopt this style as they have many resorts and hotels in many

countries so if they assign work to the group or people so it will manageable for company.( Abu
Sultan, and et al., 2018)
Transactional Leadership: transactional leadership approach includes providing stimulant for
their valuable performance and fines and strict activity for workers bad performance. A
transactional approach can be an especially strategic leadership approach when leaders want to
achieve companies particular performance basis benchmarks. In Hilton they also follow this
approach as they are very strict to their policies and they have set some regulation for employees
and all the customer need to work in this regulation only.
Charismatic Leadership: Charismatic leaders believe on charisma and individuality to address
objectives and boost the performances. These kind of leaders are particularly proficient on
motivating team members to achieve allocated objectives frequently throughout a rallying
communication and their communicable enthusiasm. In hospitality industry hire people who look
pleasant and handle customers effectively helps to make great experience for customers.
Transformational Leadership: transformational leadership approach is distinct by the leader’s
aspiration to progress or convert the organization or company they work for. Leaders who
engaged the transformational approach try to find and allow their group members to facilitate or
upgrading company traditions. This particular approach permits organizational development over
all things, and transformational leadership types habitually use a lot of time on focusing to create
huge image and goals relatively than the regulation of company
. Hilton always believes in creating image in customers mind by providing best service at their
residence or suits. They have known for their best staying and luxurious view and to achieve that
leader always motivated their employees to look what they can do. (Alkhawaja 2017.)
Servant Leadership: Servant leaders place the satisfaction of their workers beyond all things.
They consider that the proficient and individual’s satisfaction of their group members will effects
in a advanced quality work, and other leaders place the needs of others beyond their own. They
are quite open up to the members and arrange meeting with each and every employee to
understand their issue and provide resolution.

Bureaucratic Leadership: bureaucratic leader is a leader who follow old rules and they stick
rigidly to organization’s policy and traditions along with provide proper well-defined goals to the
group members which need to pursue accordingly. This is very a strong, systematic style of
leadership which is more effective in well governed departments.
Leader’s role in different culture
large number of businesses and companies functions outside of the country of its origin and so
there views, ideas and culture of foreign employees, suppliers and clients are differ from the its
original culture. Leadership is all about provide motivation and empowering others to follow
instruction given by them, and this practice can be successfully done despite the consequences of
the culture barriers that might exist. So its very important to understand and accept culture or
country’s unique process and traditions and rules will enable any leader to get the best from their
members. To get most effective results from the people who belong to the different culture leader
must have conversation with them on regular basis and understand their languages, ideas to
know them better. Its leaders duties to maintain the relationship with all their team members and
employees.( Egel, and Fry, 2017.)
Lo2
Organization responsibilities and responsible leadership concepts:
In the hospitality organization responsibilities of person changes by day by day. They assign
work on daily basis fulfill the work on time also. In this organization managers also insure that
all the work is properly done by people or not and overseeing all the facilities that are properly
maintained or not and cross check the financial records.

Hospitality leadership includes a strong commitment by the people which involves
accounting, marketing, economics and human resources at the same time. The role of leader is to
clarify that the profitable management technique of the organization with specific profit targets,
quality agreement and hygiene and protection standards.
There are some responsibilities of leaders:
The main goal for every person in hospitality leadership is arranging meetings and surpassing the
needs of visitors. Business leaders promote the value of outstanding customer service in attaining
customer satisfaction, reproduce business, and impressive word-of-mouth advertisement through
different social media and public sites. Hilton's management believes that anyone in the
company can become manager one day, hence they hires accordingly and adopt the laissez-faire
management style. He hired skilled managers and allowed them to make crucial decisions
regarding hotel procedures.( Wickert, Vaccaro,. and Cornelissen, , 2017)
Organizing and completing all the necessity of the consumers is very essential for all the
organization. As they have to build the brand image from ages they need to meet majority higher
expectation from their loyal customers. They need to be sure about the health and safety in their
top priority.
Also this leader manages different responsibility are as follow:
Maintain the brand loyalty: leaders should accomplish all the assigned work in effective
manner to maintain the customer loyalty. He needs to personally verify all the minor things at
hotels. They need to interaction with all each customers to make them feel comfortable. It is
shown that Hilton has always provided services that beyond customer’s expectations which
increase the revenues and recognition which helps to create trust and loyalty.
Creating culture: leaders roles is to create new culture while maintaining the employees in the
organization and introduced them with different types of technologies, procedure and approaches
for better serving. They mostly visit the entire hotel and cross check but also face time with
employees to take follow ups.

Customer Reviews: Implementation of the best customer support is obtain to approximately
guaranteed duplicate business no matter how costly the staying experience people had. If they
had a fulfilling experience with the organization, they will approach again and also they will
recommend it to other associates and companions too. If the company is doing work right, then
visitor will understand that and he or she will definitely recommended the business. They also
completely cheer about their experience which they had after using the service. This is the place
where customer support plays a big role in making visitors delighted. There are three paths to do
it is to convince and welcome the customers by providing them impressive maintenance, and
deal and handle all customer issues. Hilton leader’s job to realize why and settle all disturbance
the customers might have because of absence of customer support.
Marketing and controlling: Marketing is also an additional crucial chore that a Hospitality
Manager have to regulate. In a hotel, cruise line, country clubs, restaurant, and amusement park
to flourish, they have to let people know that they exist and what are the different services
company is providing. They need to make Plans and strategizing creative marketing programs.
They need to also focus about budgeting that includes everything from advertisings, sales plans,
investment on innovation, flags, and communications all thing required money. But in Hilton
money is not the issue they incest huge amount of money in advertising and marketing.
Moreover they need to control and notified all the operating expense. But still they have
distributed a situate allowance and they also need to know how each and every department is
paying the allowance. (Haque, Fernando, and Caputi,, 2019)
Security and food and beverages: Security is important. They need to hire security and police
to the edges of a personal resorts or property that makes guests feel safe and secure. Apart from
the security food and beverages is also roles of leaders. In this industry, maintaining food and
beverages different with the great taste is very important. And while providing range of new food
range they need to sure about the quality of the products they are using while making
it. Computer technology is much required in Hilton. As they have so many hotels and services so
they the computer technology should be very fast and innovative.

Leadership impact in different organizations:
Leadership is a one kind of skills which able his team members to work effectively to achieve
certain goals and also supervise their performance, and accordingly direct the people. Whereas
leadership meaning and work is same in all the organization but the style is different. Generally
in public sectors all the decisions are made by government only and for each and every project
they create teams and their motive is to benefit public. Where in private sectors all the decision
are made by all the owners or head of the organization. They assign works to the leader and
leader is liable to accomplish the work within the time duration by his members. In public
sectors leadership style is different. They follow participative leadership style so in it people who
wish to contribute in the project and in private sectors leadership is directive. In this leaders
assign work to the team members and supervise, control and provide guidance to the employees.
LO3
Corporate social responsibility
Corporate social responsibility (CSR) is the word which tried to interpret how a business pays
back to or develops the society. Companies can denote CSR in many different ways such as
donations, charities, worker volunteering, environmentally aware production procedures, and
ethical labor policies. Whenever companies works with CSR, it directly delivers information to
our huge community that it accepts it considered it in a position to support society, and is
working upon that acknowledgement. Corporate social responsibility has developed as an
inevitable preference for any industry's leaders in every country.( De Roeck, and Farooq, 2018.)
CSR has earned suction in the hospitality industry. Therefore several hospitality businesses,
including Hilton or Sandals and Starwood Hotels developing new CSR strategizes is an effort to

upgrade customers trustworthiness for the organization. With help of CSR they protect the
environment, reducing social issues and participate in the development of society. Many
industries involve the implementation of the linen trade proposals, and usage of environment
cleaning thoughts and reducing the power consuming through the setting up of power saving
machines. That means they reduce the finished material and reproduce it to make environment
healthy.
Therefore if companies do good for the society and as well as for the nation then citizens
are more attractive towards the company and more no of people willing to do business and work
with the company and also they encourage in raising staff morals and decrease operating
expenses. As per the recent study exposed that these companies that are recognized by the
public domain are more publically liable for their business models, ethics and
performances. (Kim, Lee, and Kang., 2021)
Benefits of Corporate Social Responsibility
The advantages of CSR help companies to increase the volumes and also its regarding how
significant it is and why the company should make an effort to accept it into their business.
enhanced public image: This is vital, as customers evaluate the public image before going to
the hotel or resort or purchase something from the company. So it's very important to treat and
greet the customers effectively and also Hilton members organizing a charity shows and use
product or service which are brand committed to supporting others. As a result it will appear
much more favorable to the company as well as customers.
Improved brand awareness and recognition: the company devoted to reliable practices news
will circulate very quickly and with this many people will think about the brand and services,
which develops increased the brand awareness uh n customers mind.
Cost savings. Companies can adopts many small and simple modifications in the favor of
sustainability, such as using less packaging, reducing food waste, or provide food to the workers
will help to create presence in the people mind.

Advantage to competitors: By adopting CSR, company will look different form their
competitors and customer finds this more attractive and invest their time and money into that
company only who is more into social service. (Alhouti,. and D’Souza, 2018)
Improved customer commitment: the company is using sufferable systems, then people will
more shout about the company and Posted on social media accounts and construct a story about
the Company and company can also show this actions to regional media portals and with the help
of this Customers will chase this and connect with the brand and systems.
Enhance employee engagement: it is same as customer engagement, it very important for
companies that the workers know about company's CSR planning. It’s confirmed that workers
have the benefit of working more for a company that has a good public reflection than other
companies. In Hilton they have so many employees who are contributing in the company to
become one of the best travel and hotel industry across the globe. And if company does such
things in the organization will be a more constructive and effective place to work, and promotes
things such as volunteering, enable individual and professional growth.
Sustainability: it is a main concern today with the deteriorating state and planet is turning into.
So it’s important to bring up some awareness among every individual about sustainable lifestyle
and disadvantages of not following through with it. In the hospitality industry with its continual
uses of devices is producing huge amount of solid, liquid and waste on a daily basis. Reducing
down this waste will be a big effect to the atmosphere on its own and will also be an inspiration
to various others who want to leading a luxurious lifestyle.
Hilton has supposed to take these problems very seriously and has announced to hack its
environmental path in half and create its public effect investment plan by 2030. The company
has declared openly that they will terminate all the plastic straws across it's all organized hotels
in Asia Pacific and reduce plastic bottles from its conference and events.

The company has also generated some global agreement to double the payment if it paid to local
and minority-owned suppliers, and increase its investment in agendas to promotes women and
youth around the world (Alhouti,. and D’Souza, 2018)
Hilton wants to operate and develop sustainably with sinking company's usage of normal
resources. They are dedicated to battling climate changes, and they have carbon deduction
targets united with the Paris Climate Agreement. And also they enable people with extensive
growth by facilitating everyone to participate in and get benefit from travel. They contribute
time, skills and resources to provide capability and stability in the destinations, and they are
determined to promoting esteem for human privileges for all.
LO4
Hilton’s Social Media Practices:
Instagram:
The Hilton Instagram page is a branded newsroom which represents all Hilton properties across
the all over the world, this social media handle post about all the company’s landmark
celebrations or glamour picture of properties, and a unique way of people centric storytelling. In
their Instagram page they also promote about their brands and upcoming events and exciting
offers for new and existing customers. And they regular keep updated with the entire new
requirement through this account.
Twitter:
There also active in twitter as they share Hilton’s reports on the latest travel industry softwares,
new brand partnerships, and business articles that provide interesting information to the modern

traveler. With the help of twitter they also aware about the upcoming events in the particular city
or country and accordingly they plan and organize events. With the help of twitter they also
handle all the customer reviews and requirement. (Duffett, 2017.)
Face book:
They have more than 120,000 likes, in their major Facebook page and it does a immense job of
cover topics underneath similar themes that people can observe on their additional accounts, but
they go into high detail on the social media handle. They share long and unique videos of their
videos as well as their property with this shared topics they pass a organized feel to their whole
social media package while still exaltation the social media marketing strategies that work best
for the hotel.
LinkedIn:
On LinkedIn they have 900,000 followers and represent history, news, and content that most
appeal to their B2B viewers as well as business travelers. Through Linkedin they also share
information about company’s vacancy and recruiting details so interested people can come and
join them.
YouTube:
They generally post original content which is less frequently available on this platform like other
platforms they share all the property with all small and huge details on YouTube.
Hilton is promoting all the commercials that contain aired to another place along with new
advertisements which are attractive such as “Vacation Time” and “The World is Right Here”
series. (Duffett, , 2017.)
Hilton’s implications for better customer satisfaction and experiences

Hilton is one of the best and well-known hospitality brand in the world. Hilton aquire twelve
range of brands worldwide which involves over 4,100 hotels and more than 680,000 rooms in 91
different countries. With that they have numerous customers spread across the globe. Hilton is
demanded with enabling the handiest way of communication.
They uses social listening It means that as much as customers are giving caption to social media
to raise their issue, requirement, customer service, inquire about recommendations, or offer a
praise their staff the more will attracted to the company.
Hilton has come up with approach to follow their consumers and determined to construct a social
listening approach to constantly to be on alert and counter all the question any time, from
anywhere with anyone. Hilton Hotels almost get on 1.5 thousand Twitter comments or tag every
day and all of them are pertains to the special offers promoted by tourist organization,
promotion, news, and visitors sharing photos and with tagging the place. They also ensure that
customer’s experiences get converted into actionable intuition as they need to be address on
time. All the customer’s comments and mention is become main element of their reporting. That
feedbacks and suggestions are considered to the brands that are helpful to create strategies or
planning.
These feedbacks Hilton receives from all the different social media accounts which informs
about their organization strategy, and enhancing their marketing plans. Hilton propose that it is
one of the favorite subjects social listening and also this is a unique thoughts that effectively
utilizing social listening in such a creative way. (Appel, and et al., 2020)
Hilton’s social listening activity is not just a helping gesture to inform about their marketing
strategy but it is the center and heart of the social media marketing strategy. Hilton also suggests
group goes beyond while reacting to other’s social posts and takes suggestion. The main idea of
this strategies to provide support to the people without any unknown motives to make a sale.
Lots of marketing expert state that brands today find themselves in the age of honesty and
authenticity. These days the people who raised with the Internet are never influenced by basic in
face advertisement. They just would like to connect and build relationships.

Hilton Suggests is a helpful and innovative and also available for everyone who are travelling to
around more than 115 cities globally. The Hilton universal initiative is a collection of Hilton’s
staff who help their best local advice with the aim of surprising and delighting travelers on
Twitter.( Jones, and Comfort, 2021)
Reaching out to the consumers directly is very unique and which is first step to get closer with
the customers. Moreover with the help of this strategy Hilton is now able to endorse their brand
to the people who were not acknowledged about the brand. With the help of this Sometimes
guests will take pictures and tagged them to shout thanks for the great accommodation, and that
is a huge win. Maybe next time a person will remember the hotel that helped them to experience
their destination in the best way possible and will choose to stay there.

CONCLUSION
With a help of this study evaluated the emerging trends of the market and what are the different
leadership aspects of the company changes with the current situation. And what are the different
leadership styles can organizations adopt to overcome from these emerging trends. As per this
report we conclude that Hilton can adopt Autocratic Leadership styles as per this leadership style
leader should be always ready for the new and unique demand of their customers. (Gursoy,
2018.) As in the Hotel industry they need to be very frequent to serve the clients for their uneven
demands. Also this report includes how leaders handle different culture of the large Hilton brand.
This report provides details about the various roles and responsibility of leaders in the hospitality
industry. This study tells us about the corporate social responsibilities and benefits of CSR to the
company. And different CSR practices taken by Hilton.

REFERENCES
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Wickert, C., Vaccaro, A. and Cornelissen, J., 2017. “Buying” corporate social responsibility:
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Online
The 7 Most Common Leadership Styles (and How to Find Your Own).2019.[ONLINE] available
through < https://www.americanexpress.com/en-us/business/trends-and-insights/articles/the-7-
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Why CSR: Four Benefits of Corporate Social Responsibility. 2019.[ONLINE] available
through<https://www.fronetics.com/csr-four-benefits-corporate-social-responsibility/ >