Emerging Trends in the Hospitality Industry

This report explores the emerging trends in the hospitality industry, focusing on different leadership styles, organizational responsibility, and CSR benefits in Sheraton Hotels. It discusses the impact of these trends on organizations and highlights the importance of responsible leadership and corporate social responsibility.

EMERGING TRENDS IN
THE HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Different leadership style in organization................................................................................3
2: Organizational responsibility and responsible leadership.......................................................6
3. CSR benefits in The Sheraton hotel.........................................................................................9
3. Practices of social media and implication for better customer experiences and satisfaction.
....................................................................................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The hospitality industry is broad with having category field along with the service
industry that might be included food, lodging, drink services, theme parks, transportation and
event planning for their customer. Hence, the role of hotel industry seems to be for long term
history and also development in field of hospitality supply (Park and Min, 2020). The Sheraton
Hotels and Resorts is an international hotel chain which is mainly owned by Marriott
international. These hotels operate their branches globally such as Africa, South America, North
America and so on. Previously. Sheraton hotel focused mainly on acquiring more to existing
hotels, opened it newly built hotel in various well-developed countries along with their luxurious
products and services. Sheraton expanding rapidly, buying more existing properties along with
East Coast from Marine. As these hotels keep their customer well-satisfied and assists them for
solving their problems what they are facing and this is reason Sheraton make unique from some
other hotels and resorts.
This report explain about the different leadership styles in organization along with organizational
responsibility and responsible leadership this both especially important concepts for hospitality
industry. Moreover, this report also evaluate about Corporate social responsibility benefits in
organization and practices of social media while using implication of customer satisfaction and
their experiences.
MAIN BODY
1. Different leadership style in organization
A leadership style means characteristic of leaders behaviour when controlling, directing,
guiding and managing groups of people. Great leaders might be inspired by having political
movements and some social changes in Hospitality industry along with that motivating some
people for performing, innovative and creative in their organization (Andersen, 2020). Here are
the same leadership style for Hospitality industry:
Autocratic leadership style:-
This styles of leadership occur when the leader or manager makes all their declension
while running alone in organization. In some Hospitality industry decision-making that can be

occurred without having team members gathering and their opinions along with that they would
not have more experiences in working with team. The main benefits of this leadership is well-
managed business and portrays a calm in organization. As in Hospitality industry people need to
work with having enough patience, and they should also try to understand their customer
requirements in organization that might be lead to have more benefits and reduced the
competitions from other Hospitality industry. While on the other hand, leadership styles team
members can be often feelings though having no inputs and their opinions does comes to take by
leaders in organization.
Consultative leadership style:-
It is quite similar to autocratic style, while in this manager do not take their all decision,
and they also involve their employee for taking further decision which is more necessary for
their Hospitality industry (Al Khajeh, 2018). Those decisions are to be designed for taking into
accounts the opinions of workforce, and they often listen to their staff, but their leader sometime
can be taken their own decision in organization for making their aspects occurrence in
Hospitality industry.
Persuasive leadership style:-
In this style leadership maintains the overall control over their decision-making process
and some other various that which are more important for running Hospitality industry.
However, leaders can spend their more working time with the team members, and they also help
in understanding what kind of decision have been made in their organization. Leaders in
Hospitality industry ones who have to make all choices to their staff which must be well-
informed and reasons should be their in behind of every decision.
Democratic leadership style:-
These styles encouraged in managing their workforce inputs for being more creative and
innovative. While this is more useful in making their employee feels needed and appreciated
their work managing in company. It is also leaded to have their Chaotic workplace in which
employee can easily work and achieve the goals (Gandolfi and Stone,2018). Hence, this style
makes their organization while more developed, and they have to work for having their more
customer satisfaction with their products and services what they are well providing to peoples.
Chaotic leadership style:-

When in organization democratic leadership style take place in working segments, at that
time Chaotic style occur. In these styles leadership have control over their employee and also on
decision-making without having any rules and regulation in workplace. These methods do not
encouraged their employee for more creative and innovative in their organization and the
environment can make them working with some difficulties for employee for getting voice heard
about anything. Thus, in playing role of leadership style sometime leaders also gets confused
how to make proper use their power in working segments along with how to work in Hospitality
industry.
Laissez-faire leadership style:-
This leadership style means Let's do. A leader who involves their employee in
organization for making their decision in team, and they also observe who play perfect role
towards their organization. While leaders in this always asked employee for having their
guidance and motivated them for creativity along with some innovation for running the
organization in long term (Huertas-Valdivia, Gallego-Burín and Lloréns-Montes, 2019). Hence,
it can also state that leaders is mentor as more than manager.
Sheraton hotels and resorts follow up Autocratic leadership style. This style means where
one person have only control over their working, and they only took decision in their
organization. Autocratic leadership make choices or decision which might be based on their own
beliefs and do not involve their team members for taking their suggestions. While due to having
lack of time in Sheraton hotel they basically used Autocratic in taking their decision faster and
more ethical. In this sole responsibility of the outcome is with their leaders. It is also considered
as leadership style and some would be argued in following this leadership style. No outputs from
any group members are taken, dictate all goals and administer their responsibility among the
employee for working with having efficient boost morale. Sometime this leadership style might
be also led to have low employee morale and turn to be had many cases in between them at
workplace. In general Sheraton Hotels and resorts took their own decision without involving
their employee and opinions through which they can easily come to know about their
organization.
Moreover, Sheraton hotel can also follow democratic leadership style through which they
can take their employee participants and allows them for equal participants in taking decision-
making process (Sousa and Rocha, 2019). They can easily make proper this style use while by

taking meeting at small group or conducting meeting of one by one branches in their countries in
which they are mainly operating. Sheraton if make the proper following towards their employee
than they easily achieve their goals and objective what they have fixed for organization.
Democratic leadership style not only involves leaders but also their employee in every situation
that they are also being part of decision-making process in organization and come for making
them more developed.
2: Organizational responsibility and responsible leadership
Organizational responsibility-
Organizational responsibility is the impact which is caused by the organization on its
surroundings through its policies and activities. Corporate responsibility which is the
organizational activity through which it tend to do several social welfare activities in its
surroundings through which it is being able to develop a positive image in front of the customers
(UNIDO, 2021).
Responsible leadership-
Responsible leadership of the organization is the individual which tend to provide
guidance and leading organizational activities such that it is able to provide high level of benefits
to all the responsible stakeholders (Eweje and Bathurst, 2017). This is important for organization
that it is able to provide efficient returns to the stakeholders because stakeholder are able to
affect the organizational working because of which by satisfying the stakeholders company can
increase the chances of goal achievement.
Private sector-
It is the type of organization which is being run by individuals or a group of companies
rather than by government and because of which the level of profit achieved by organizational
activities is also limited to the responsible individuals. This can be seen in the case of Sheraton
hotels which is an private organization and is not being operated by the government.
Public sector-
This is a type of sector which is mostly driven by the government and because of which it
often tend to satisfy all the members associated within a task. The members tend to achieve
organizational returns in the form of achieving financial benefits or direct benefits because of
which it is often tend to achieve high level of engagement with the individuals because they are
assured of achieving high returns (Kim and Thapa, 2018).

Voluntary sector-
It is the type of organization in which the prime concern for organizational activity is not
to achieve high profit in returns but rather than it tend to do social welfare for improving the
lives of individuals (Mousa and Puhakka, 2019). This is a third sector and tend to achieve
funding for its activities through voluntary donations because of which is known as voluntary
sector.
Sheraton hotels is an private organization and has to ensure that it is able to
increase its engagement in social welfare activities so that it is able to develop a positive
image in front of the customers. Through which it is able to improve customer retention
which will increase customer loyalty toward the organization and will reduce the chances
of brand switching for the organization.
Private Public Voluntary
Organizational
responsibility
Private organizations
like Sheraton hotels
has to ensure that
company is able to
fulfil all the
government developed
legal legislations.
Through this it can
make sure that
company is able to
reduce the chances of
brand switching for the
organization and
because of which is
able to achieve high
level of productivity
(Javed and et.al, 2020).
With that Sheraton
hotels has to ensure
Private sector has to
develop its working
strategies in such a way
that it is able to satisfy
all the stakeholders
which are associated
with the work
procedure. This sector
mainly consist of
governmental activities
because of which it
mainly consist of
activities like
developing bridges and
many other activities.
Since chances of failure
is minimum in this
sector because of which
is able to achieve high
This type of organizations
tend to achieve funding for
its development through the
voluntary investment
through several investors.
Due to which the company
has to make sure that
stakeholders are able to see
the desired working process
on the ground level through
which it can make sure that
the stakeholders are able to
achieve the desired
outcome. It is the
organizational responsibility
that company tend to make
concentrated efforts for goal
achievement rather than
involving itself in

that company is able to
do social welfare
activities by which is
being able to develop a
positive image in front
of the customers.
engagement. Due to this
law enforcements
agencies have to make
sure that all the
stakeholders are able to
achieve their desired
outcome.
capitalism, which will make
a significant impact upon
customer's engagement with
the organization.
Responsible
leadership
The responsible
leadership at the
private organizations
like Sheraton hotels
has to make sure that
all the stakeholders
like investors are being
satisfied because
company often tend to
achieve capital
requirements for doing
future improvisations.
Due to which the
leadership has to
develop a positive
image in front of the
stakeholders of
Sheraton hotels
through it can make
sure that organizational
requirements are being
fulfilled for making
future work
In the public sector the
leadership of the
company has to make
sure that all the
responsible
stakeholders are being
satisfied (Zhao and
Zhou, 2019). This is
necessary because if the
stakeholders are not
satisfied or are not able
to achieve their desired
return then the
leadership may have to
face legal actions.
Voluntary organizations are
operated for doing social
welfare activities and are
not to be concentrating on
achieving profit or
economic benefits. Due to
this it is the responsibility of
the organizational
leadership that tend to make
sure that company is able to
do social welfare activities
and also at the same time is
having a efficient economic
background so that
company's sustanibility in
the market place is not
affected.

improvisations.
3. CSR benefits in The Sheraton hotel
In today time business plays an ever-increasing role for their more developing and CSR
hoes beyond organization just for making profits. The concepts of CSR however they might be
involved from the understanding that company should look after their more investor, customer
and employee, thus giving rise to their bottom level of society. Improving their finance
performing and reduced their operating costs in working place (Agudelo, Jóhannsdóttir and
Davídsdóttir, 2019). As in Sheraton Hotels and Resorts they help in enchaining their brand image
and reputation. Not having limited to environmental concerns for industry with some other social
issues and major Sheraton hotel have implemented CSR which might be also related to
community developments and practices for more several results among various Hospitality
industry. For example, if CSR works more with Sheraton Hotels that will help them in improving
its brand awareness and loyalty of customer, rather than making use of tangible products,
goodwill that have been created a high advantage for competitive industry along with that
provides them for more sustainable services in hotels rooms.
Association of brand can also lead to have their more benefits in Sheraton Hotels and
customer loyalty can easily seek where customer are generally considered for some basic
activities. Increased their productivity and quality of their products as well as employee. CSR
also have more benefits through which they can simply make their customer relation while by
retaining them and employee turnover might be reduced through which they more come to know
about their brand identity. In addition, Sheraton hotels with CSR practices should be better,
motivate, attract along with that more retain to their employee. They also have high experiences
in job satisfaction which is more helpful in reducing turnover as long they are stand in
organization (Singal and Rhou, 2020). Furthermore, considering the global nature in Sheraton
and demographic relation for working with their workforce while by in present time. These
hotels have make their more investments in diversity managements that might be had directly
help not only for increasing reputation' but also to keep their hotels on top mind of customer in
their working place. Several they can also have benefits of better employee engagements when
they match to employee in contribution of charities or donating tome in the form of employee
hours by providing them employee time to better voluntary as local non-profits organization.

CSR also have more benefits in keeping their more common measure like greening house
and supply chains at might be aimed for energy and water consumption through having high-
efficiency. Sheraton hotels being more invested in their technology and innovation that will
directly changing the future of energy consumption. The basic concepts for being their more
developed in surrounding they might be need to attract sustainability in increasing retained
growing customer case (Abbas, 2020). Engagements with CSR that can also helps in increasing
motivated and not only focuses on return on investment but also desired in creating positive
change in society. In general, if some hotels do not have any engagements with CSR that might
be had some negative impact and loss of creditability along with trusting in their brands where
they want to achieve some goals and make huge amount of customer satisfaction.
While at same time, there must be in Sheraton careful and appropriate communication
through which they can easily gain more initiative. Which might be important as all the benefits
above cannot make their customer, employee and other stakeholder stronger in developing them
for more. Sheraton hotel and resort further have decided for their reducing energy and water
consumption. Since, they have used three environmental factors for performing indicators
including energy intensity, emission intensity, and water intensity which make them globally
well-developed and make their brands more ethics through hotels can be more in mind of their
customer. In additions, the Sheraton hotels and resorts educates and motivated their employee for
conserving more to natural resources and empowers their hotel builder for developing some
green environment hotel room at their premises.
Furthermore, CSR also helps in discussing Sheraton hotel and strives for achieving their
further reduction in energy and water consumption. There is also key challenges for hotel and
restaurants for managing their customer demands without comprising with their service quality
as customer might be often relate to sustainability with having reduction if cleanliness or more
comforts (Wang and Sarkis, 2017). As Sheraton hotel make them successfully while by using
proper sustainability managements towards their customer needed, as they have to also involve
in the form of input, time and some more other efforts in keeping to work with their guests. The
hotel can easily gain more exposure to their stakeholder, also the best opportunities groups for
endorsing their actions in upcoming future. This can be some especially might be more important
in case of negative impact towards their customer that can easily create damage to their brand
image and reputation down in the market.

Hence, at last hotel if they want to work more in taking CSR benefits they need to make
their proper systematic and strategic plan through they can help in initiative risk and insurance if
they directly measurable financial rewards to employee. In sum of high competitive industries
they must easily follow the plan of CSR and gain more customer. Present time many people have
become health conscious, and they need more social products that could keep them aware from
various virus (Freeman and Dmytriyev, 2017). For coming out these problems of customer,
Sheraton Skyline hotel can simply achieve their goals and objective while reducing their
competition in market.
3. Practices of social media and implication for better customer experiences and satisfaction.
Sheraton Skyline hotels and resorts rebranded with their loyalty program, and they have
actually changed their username, URLs etc. The hotel updates better rewards points along with
their exclusive members only accommodations. But sometime they also have the best
opportunities for double clock points, an app and fresh on social media marketing blogs page or
campaigns for spreading more in the world. In recent time, brand has spent more in promoting
individuals portions and their loyalty programs while by announcing their audience individuals
through social media pages. Taking more advantage while by clicking just double tap for earning
points on their Face book video. On the other hand, customer services being more important, and
they have build their customer importance in making various loyalty pages for them, through
which they can also get some benefits in developing them at market (Nikunen, 2018). While
keeping in this they have better customer experiences along with their satisfaction towards
company regards. Sheraton skyline hotels and resorts can easily attract their more customer
while by making proper use of social media platforms such as follows:
Instagram:-
Sheraton skyline hotels has also given great opportunities for interacting their audience.
They can make the use of Instagram pages and received many comments from their customer
and some other people who can easily view their pages. The hotels have shared a small questions
for asking their customer like what experiences have been best, what practices have been brought
home away in their travelling and so on. In using they can also have their customer experiences
and satisfaction through which they come to know more about, changes in strategies, new ideas
and creativity or innovation that could keep them more developed. Instagram pages help

Sheraton skyline hotels in becoming top hotels in using the best social platforms and towards
champaign button are more popular in social media platforms and for having the best
experiences of customer and hotel might be also provided their advertising pages for their
showing customer plus taking more customer views through using comments.
Twitter:-
At time of promoting their loyalty program, Sheraton skyline hotels might be make sure
about their retweet post that their guests share about their wonderful experiences at their hotel
visits (Eriksson, 2018). In having the best experiences and more customer satisfaction hotel can
also improve their post while by using their customer views and their post reviews from various
sources. Responding to their customer service queries' hotel can also make their Twitter more
applicable which might be results in increasing for guests spending and stay for them long term.
Twitter has found that user who have a friendly experiences in Sheraton skyline hotels in staying,
while they can recommend to some other people in visiting to their hotels and have some great
experiences.
Linked in:-
They have made the proper use of Linked in resources for future and current employee by
sharing some basic information and sharing some articles like how to develop their own personal
brand. Sheraton skyline hotels have decided for their customer in signing the Twitter accounts,
gaining access to their community guests while staying in their hotels and services which they
have the make utilization of their sources and making customer travelling with fulfilling
experiences. With having one Tweets, guests has some common cocktails from the bar. Order
their foods in room or engage with some other guests for chats, photo sharing and contest in
developing more and gaining their customer satisfaction. On extreme level, hotels will use of
Twitter for conducting customer services and to send their guests more updates about what
events that are going to be happened at the hotels or in the other area (Sigala and Gretzel eds.,
2017). Sheraton skyline hotels this also type of social media marketing as well they have to play
some important role in developing them at their market place through which that might be easily
for gaining their market position along with customer satisfaction.
You tube:-
Sheraton skyline hotels come to know that one hotel brand how to make the use of You
tube channels in their hotel. With taking help of You tube they can easily come to know about

that what their hotels provides facilities and how to visit their hotels place, enjoying resorts and
some other various things. Sheraton skyline hotels usually they can share some videos, pictures
and their some reality show, which takes viewers behind the hotels opening. More than half of
the population are using You tube so while using this they can come to know about what's new
hotels have made and how they have make their hotel view more perfect and about their
infrastructure.
Trip advisor:-
This need lot of advisor, various online views, if want to perform in their hotels. That
might be because most customer depend on their online reviews and sites like Trip advisor which
help their customer in making them more to know about their hotels. Sheraton skyline hotels
used Trip advisory for their loyalty customer through which they can easily take much advantage
and develop hotels (Quach, 2020). Once they get some respond, updates details about hotels and
get analytics more about their Trip advisor. Its more important in keeping the details and also
make sure what online people going to their reality.
CONCLUSION
From the evaluation in this report it can be analysed that organizational leadership has to
implement several working improvisations on the ground level through which it can make sure
that it is able to increase the chances of goal achievement for the organization. With that the
leadership also has to ensure that it develop working strategy such that all the responsible
stakeholders are satisfied. However CSR also has to be followed by the organization, so that
company is able to develop a positive image in front of the customers by doing social welfare
activities which will increase their loyalty towards the company.

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