Emerging Trends in the Hospitality Industry

Emerging trends in
hospitality industry

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Different leadership styles in the organization and what leadership style organization has
chosen..........................................................................................................................................3
2. Evaluate the application of organizational responsibility and responsible leadership in costa
coffee............................................................................................................................................6
3 Benefits of CSR .......................................................................................................................8
4 Implication of social media practices for better customer satisfaction ..................................11
Conclusion ....................................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality industry is emerging more with time. In UK this industry has become the
highest profit generating industry. Hospitality industry include hotels, restaurant, bars etc. Costa
coffee is the coffee house and subsidiary company of coca cola. Company was founded in 1971
and have its headquarters in England. Company supply roasted coffee to coffee shops and
caterers. Company is known worldwide for good quality of coffee. This report will discuss the
concept of leadership and what are the different kinds of leadership style, from all leadership
style one will choose which will be perfect for costa coffee. Organizational responsibility and
responsible leadership will be explained in the report by linking with the hospitality industry.
Further report will examine corporate social responsibility and how it will give benefit to
company, government and society. CSR plays important role in company and if done carefully
then can help in improvising image of the company. This report will also evaluate social media
practices and its implications for improved customer experience and satisfaction.
MAIN BODY
1. Different leadership styles in the organization and what leadership style organization has
chosen
Leadership:
Leadership is the process through which people in the group are motivated so that goals
and objectives of the company can be achieved. Leadership is practice by leaders who manage
their teams so that task can be accomplished on time.
Leadership traits:
Leadership traits indicate personal qualities which make an effective leader. Leaders
guide teams or individuals so that objectives can be achieved (Xie and et.al., 2018). It is useful in
management because it increases efficiency and helps in achieving strategic goals. Leaders
facilitate motivation, build morale and help in improving the working environment.
Types of leadership styles are:
autocratic leadership style:
In this kind of leadership style decisions are taken by managers or senior person only and
subordinates are not involved in this (Becker, 2020). This leadership style will benefit when
complex decisions have to be make and on immediate basis. This leadership style have demerit
also because opinions of the staff is completely ignored. Employees are not considered and

provided direction in which they have to work. Example: manager changing working shifts of
their staff without consulting to them that staff is comfortable or not. This can negatively affect
the workforce.
Authoritative leadership style:
In this kind of leadership style leaders are confident who set expectations and also consider
views of employees. In this style leaders explain to their subordinates that where the company
will go (Purwanto, Asbari and budi Santoso, 2019). Here leaders explain their staff about the
decisions which they had made. Under this style leaders don't give orders only but listen to the
employees also.
Pacesetting leadership Style:
In this leadership style leaders tell their employees to repeat them. Leaders want that their
followers should do exactly what they want. Leader only believe in racing, the bar which the
leaders have set is very high. They force their team to run fact so that work can be finished
before time. It is also said that it is beneficial because it helps in making the work done faster but
it can hurt sentiments of the workforce. This can create stress among the employees when work
in the long run. It does not mean that this leadership style should be avoided by every leader.
Those leaders can follow this who are working with the like-minded people but cannot go with
this leadership style in the long run.
Democratic leadership style:
Democratic leadership style is the most affective leadership style. The leaders involve their team
members while taking decisions and also provide every information to the team members. They
consider important of their employees views and opinions (Maamari and Majdalani, 2017). This
style helps in increasing trust and enhancing team spirit and cooperation from the workforce. It
grows and develop employees and also enhance creativity amongst them. This leadership style
also make the work done by the team members but in the manner team members want to do.
Coaching leadership style:
Under this leadership style leaders act as coach and improves individual potential. Leaders who
follow this leadership style are very open-minded and are soft-spoken. They believe in the
capability of every individual. Leaders provide direction to their subordinates so that with their
ability they can achieve the goal.
Affiliative leadership style:

This style believes that people come first in every situation. In the affiliative style leaders have
personal relations with the employees (Pawirosumarto, Sarjanaand and Gunawan, 2017). Leaders
take care about their team members and support them emotional. Leaders and team members
have great connection within each other. This build collaborative relationship and encourages
harmony.
Laissez faire leadership style:
This leadership style is opposite to autocratic leadership style. Autocratic leadership style is very
rigid while in laissez-faire employees are allowed to share their ideas and not only following the
leaders. Leaders trust their staff but blind trust by the leaders can lead to project failure. It gives
advantage for people to don the work, how they want to do. It is observed that in this style there
is lack of direction which can result in people moving into the wrong direction. Wrong direction
has causes delay in achieving objectives of the company. This style will work if the workforce
have knowledge and are highly skilled and are motivated to do the work. If leaders want to
present this style as effective then should monitor performance and take feedbacks timely.
Strategic leadership style:
Under this style leaders have ideology which is related to company's growth opportunities.
Leaders make sure that working environment remains stable and does not change. It is used is
that companies where strategic thinking is supported by the company because it guides many
employees in one go (Nguyen and et.al., 2017).
Bureaucratic leadership style:
Under this style leaders follow all guidelines of the organization and allows inputs from their
employees. Employees input can be rejected also if it is against the policy of the company. This
leadership style can be followed by any size of company whether it is small, medium or large.
The leaders do not welcome new strategy by the workforce because they have the fear always
that if it won't work then it can waste resources and time.
For costa coffee democratic leadership style will be chosen because it the most effective
leadership style and will perfectly suit this organization. Costa coffee is the coffee shop and
require creative ideas to take competitive advantage. In this leadership style creative ideas and
opinions of the workforce are always welcomed and manager consider their employees when
making any decisions (Pope and et.al., 2018). Leaders believe that fresh and innovative ideas
will get from their young employees which will help company in their growth and employee will

also feel that they are valued by company because they are involved in the decision-making
process.
2. Evaluate the application of organizational responsibility and responsible leadership in costa
coffee
Organizational responsibility:
It means the policies which are made by considering stakeholders and helps working
environment and helpful in effective performance. Without the organizational responsibility no
organization can run smooth. Organizational responsibility is laid down so that company can
work efficiently and all the employees can get benefit from it. Organization responsibility varies
from company to company but follow standard guidelines (Gao and He, 2017). It is based on the
size and function of the company.
Strategic responsibility management model:
This framework is used to adapt strategic responsibility management. It includes steps like:
Create vision related to responsibility, listen to stakeholders and give priority to them, make
initiation integrated to corporate responsibility, give employee training to develop their skills,
institutionalizing business practices by measuring performance of workforce and reporting the
status.
Economic performance:
it is the element of organizational responsibility which have many indicators:
Rules and responsibilities should be related to employees by providing them safe working
environment, help employees in balancing work and life, providing extra benefits and salary on
time, empower them and help in their career development, organization should do fair
competition and take measures which can increase short and long term profits and also provide
good customer service (Cheema, Afsar and Javed, 2020).
Social performance:
Organizational guidelines should include health related policies which can help in preserving
health, organization should respect culture and social customs and should also conduct corporate
social responsibility.
Environmental performance:

Organization should take care while consuming natural resources. Should not overuse the natural
resources. Organization activities should not hurt the environment like company should do
pollution check. Sustainability can only helpful for long term survival.
Responsible leadership:
Business leaders have many challenges as they have to make sure that the responsibilities
are suitable for organization and society and how responsible approach will build value. Leaders
are responsible in creating sustainability by increasing positivity at workplace which will bring
more innovation and trust. Responsible leaders are those leaders who think about the growth of
company and also about the benefit for stakeholders. Responsible leaders make sure that rules
and regulations of the company are not violated by anyone. Leaders motivate people so that they
can work together and can attain effective results.
CLD framework:
this is the model for responsible leadership which include four factors:
direction:
It means that leaders guide their team members towards the aim of the company. Team members
are very well aware about the values and strategies and hoe it will help business to achieve the
target.
Engagement:
It encompasses the identity (Zhao and Zhou, 2019). Leaders provide guidance to their team in
such a manner that team members gets motivated and which will increase their productivity.
Alignment:
In the starting only leaders communicate roles and responsibilities of each member in the team.
They make sure that proper alignment is maintained so that work cannot get disturbed.
Renewal:
When leader welcome culture which encourages learning. This will build coordination between
leaders and team members in respect of information, activities etc.
Implication of organisational responsibility and responsible leadership on:
Private institutions:
In private organization, organizational responsibilities are laid down by the management
of the company. Management considers all level of staff when deciding about responsibilities.
Organization appoint leaders to those people who they feel that are responsible and can handle

team effectively (Javed and et.al., 2020). Leaders are the people who provide direction to the
team. In private institutions like costa coffee, leaders normally focus on sales and profits as
company's goals are attaining growth through profit maximization. Leaders should also give
authority to their staff to take decisions so that they become responsible for the work done by
them. In private organization leaders are responsible for success or failure of the project. Costa
coffee leaders provide guidance to their employees in such way so that company can get
competitive advantage. They also welcome new ideas and views of workforce.
Public institutions:
Public companies are those which think about welfare of public but also focus on getting
good profits. These companies have responsibility towards public. They ensure that they do not
carry activities which harm society in any manner. Unlike private company they do not only
focus on profit whereas private company can do anything to earn profit. Public company's
priority is public then comes profit. They do not do anything which harm the community and on
that matter if they are sacrificing on profits then the company will.
Third sector institutions:
Third sector institutions is the voluntary organization which work for the well-being of
society only. The institution main aim is to do good in the society. They work on common issues
like global warming, pollution etc. these organizations believes that they have to make earth
better place to live (Tsui, 2019). They do not care about profits and only care about people.
There main responsibility is to serve the society. Here leaders also focus on those task through
which benefit can be given to the society. This includes NGO. Example some voluntary
organization provide free of cost treatment to older people whereas some institutions provide
funds to cancer patients to those people who do not afford cancer treatment.
3 Benefits of CSR
CSR stands of corporate social responsibility, the basic meaning of CSR is to conduct
those activities which provide benefit to society (Rhou and et.al, 2020). Apart from society CSR
provides many advantages to the business. Apart from this CSR, is providing benefits and
advantages casta coffee as well. Like with the help of CSR Casta Coffee is conducting various
social activities, through which then brand name of this cafe.
Some major benefits of CSR to Casta Coffee
Brand promotion

Whenever any company conduct any activity for the welfare and development of society
their brand name automatically get increases. If the Casta coffee is doing any welfare activity
such as providing free study material or equipment to poor children or anything else it will
directly put positive impact on the name of the company. People will do mouth publicity about
this restaurant. It will create reputation of the business in the society, due to this, Casta coffee
will become a strong brand in the market and will give tough competition to other hotel and
restaurants. Apart from this, it will increase the customer base and loyalty for this restaurant.
Higher business opportunity
With the help of CSR, this restaurant will come into the eyes of those people who are
not well versed with it before, in result the sale of the restaurant will get increased and business
will earn more opportunities (Yuan and et.al, 2020). Apart from this due to the name and fame,
this restaurant may get new investors who will provide funds so that, Casta cafe can do more
investment in the product line, infrastructure, marketing and promotion of their restaurant. Apart
from this, restaurant may get some new supplier who will ready to sell their goods and raw-
material to this restaurant because they also want to work with such business who is having
strong position in the market so that they may get guarantee that they will get payment of their
supplied raw material on time.
Cost saving
To protect environment, this restaurant is using recycled equipments , because now the
people are getting more concerned about the environment (Lee and et.al, 2018). So by using
disposable goods and items in the restaurant, Casta Coffee is protecting the environment and
along with this it is saving the cost as well because the recycled goods are not so expensive. By
protecting environment, this restaurant can remain in the good books of the people. Apart from
this, restaurant, restaurant can so online publicity of the work done by them for the welfare and
development of the society it will also save their cost of traditional marketing activity.
New potential employees
Those companies who are involved in CSR activities are getting more recognised as
compared to other companies who are not so active on socially. So CSR will help Casta Coffee
to draw the attention of new employees, because everyone wants to work with reputed company
and as it Casta coffee is a large chain of coffee so people will feel privileged by working with
this restaurant chain. Apart from this, when this restaurant started getting more reputation and

goodwill the existing employee will also think to remain in this restaurant for so long and they
will do their work more effectively and enthusiastically. Besides this, it will give self pride to
the workers when they work with name and famed restaurant, this is also another reason which
will attract new employees that they will get more reputation by just working with Casta coffee.
Organisational growth
Due to CSR activity, this restaurant will get growth , they can enhance their business in
other countries where people are not well versed with Casta Coffee. This restaurant can tap into
the untouched market by CSR, they can do various activities by taking part into the community
projects and donation this will reduce the unnecessary cost of marketing and promotional
activities (Yadav and et.al, 2018). By doing this, restaurant will come under the eyes of local
people of different country and this will be beneficial for the restaurant to get set- up and also it
can increase the market share in different countries.
Build strong relationship
CSR will help this restaurant to build strong relationship with investors and stakeholders.
Stakeholders and investors will get benefit with the brand name and increased popularity of the
business, this will made them, bound to invest more into the business. Apart from this showing
strong business and profit to the investor and public it will generate more business and
investment opportunity for this restaurant, that more investors would like to invest their money
in this restaurant.
Establishment of more loyal customer base
If the restaurant is more authentic, supportive to the community it will definitely increase
the customer base for the restaurant and they will also do branding and promotion for the
restaurant. Loyal customer is very essential for the growth of any restaurant, company or
business (Corporate social responsibility (CSR), 2020). When this restaurant will work for
benefit of the society, they will also make their friends and family aware about this restaurant
thus the sale of this restaurant will get increased.
So these are the some major benefits of conducting CSR activities to this restaurant,
except these, restaurant will get some benefits from the government as well, because government
also work for the benefits of public, so may be government provides some funds to the restaurant
so that they can do more for the society. Apart from this government can do the food licencing
process easy for this restaurant.

4 Implication of social media practices for better customer satisfaction
Social media practises are known to be those practises which help the business to expand
its business product by making connections whit people through the social media platform such
as – Facebook, LinkedIn, twitter etc. social media practises is very common in the hospitality
industry even after the pandemic hotel and restaurant have become more active on social media
and they are making aware about the various offers and discounts they are providing to the
customer for their better satisfaction (O’Connor and et.al, 2017). So by creating a business page
on the social media platform Casta Coffee can increase its sales along with this it may provide
more customer satisfaction.
Social media has become a tool for Casta cafe to through which it can make people aware
about the customer satisfaction, apart from this it will helpful for the restaurant as well because
with the help of social media platform customer can also share their valuable feedback to this
restaurant that from which services and product they are not happy with the restaurant so that
Casta Coffee can improvise that and provide more and better customer satisfaction. To engage
more customer Facebook is a primary channel because thousands of people are active on
Facebook and through this Casts Coffee can get thousands of reviews and feedbacks from the
customers which will be beneficial for the restaurant to improvise its services.
With the help of social media practises, Casta Coffee may establish a strong customer
relationship by answering the queries and questions raised by the customer through the social
media channel of the restaurant. When this restaurant answer the questions of the queries raised
by the customer it will remain present on that social media handle of the restaurant, so that other
people who are having the same questions they also get answer.
Apart from this, when the restaurant receives the same issues from multiple customers
like – customer is not liking the taste of the coffee or may be restaurant is not offering
customisation to the customers so that the restaurant can make relevant changes, may be they can
hire new chef who can play with the taste of coffee and thus this restaurant may provide better
customer experience (Iankova and et.al, 2019). This will create a loyal customer base for the
restaurant and it will also impact the profitability so by just using social media practises, this
restaurant bring good customer base which will help them, in their near future. Owing to social
media, the business of this restaurant will reach to the next level and they can give tough
competition to the big name and fame hotels as well.

Apart from this, by staying active on the social media, this restaurant can make their
customer informed about the latest offers which this restaurant is offering to them. Specially in
the times of Corona, all the restaurants and hotels are offering different offers to attract their old
and regular customers. So with the help of social media, Casta Coffee can make people aware
about the precautions they are taking so that their customers and employees do not get affected.
However, restaurant is using proper sanitization on the entry and the exit of the restaurant
so that they customer get satisfaction that they are safe and secure in Casta coffee and they can
simply enjoy their. With the help of social media practises, this restaurant can share the pictures
of the premises on the social media channel such as Facebook, LinkedIn or twitter to let the
people know how they are taking care of all the guidance issued by the government just for the
health and safety of the people. This will bring satisfaction among public and they can freely
visit to Casta coffee.
Due to social media practise, people can book their seats or make reservation, as this
restaurant is following the corona guild-lines and only allowing 50% customers so it will be
beneficial for the customers if they go for pre- booking before coming to the restaurant directly.
For the booking they may visit to the website of the restaurant or any social media handle, their
booking will quickly get done or they may get reason on the spot if their bookings do not get
approved.
Implication of social media will be helpful for the restaurant to convert the negative
experience of customers into positive. Through which restaurant may provide better customer
satisfaction by turning their view . If the potential customer tweet something bad about the
restaurant whether it is related to taste, quality or service so the restaurant should take it as an
opportunity instead of feeling insult, embarrassment and in against of their brand name. To
satisfy that customer let them know that this restaurant is sorry that they have faced good
experience with the restaurant, and ask them how the restaurant can help them to resolve their
issues and problem so that they do not face same issue again. This will Casta coffee can save
their potential customer.
Thus by implicating social media practises, Cats Coffee can provide more satisfaction ton
the customers by so0lving out their issues apart from this, restaurant can make necessary changes
in their policies or staff so that they can provide best to their customers, which will bring
satisfaction in the customer that the restaurant is concerned about their issues and trying to give

them solutions (Kasemsap, 2018). So social media is a good platform through which customers
can share their views and opinions about the restaurant sometimes it may positive or negative. If
it is negative it give an opportunity to the restaurant to improvise them and provide best services
to the customer so that restaurant can increase the customer satisfaction.
Conclusion
After analysing the entire report it can be concluded that, this report states about the
emerging trend of the hospitality industry. This report speaks about the various types of
leadership styles such as – autocratic, democratic, authoritative, laissez- faire etc. how the
organisation can get growth by using these leadership styles is being discussed in this report.
Besides this, organisational responsibility and responsible leadership is also elaborated in this
report. This report states about the various responsibilities of organisation whether it is related to
CSR, social, managerial or related to employees. Importance of organisational responsibilities
and responsible leadership is being mentioned in this report so that organisation can increase
their growth and productivity. Apart from this, how CSR can benefit the organisation has been
described in this report. Except this, how an organisation can use its social media practises to
improve the customer satisfaction is being elaborated in this report.

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