Emerging Trends in the Hospitality Industry

This document discusses the emerging trends in the hospitality industry and their impact on Pizza Express. It covers topics such as leadership styles, organisational responsibility, responsible leadership, and corporate social responsibility. The document provides insights into the leadership traits applied by Pizza Express, different types of leadership styles, and the use of responsible leadership in the organization. It also explores the concept of corporate social responsibility and its benefits to society, the hospitality industry, and Pizza Express. Additionally, the document discusses the implications of social media practices for better customer satisfaction and experience.

Emerging Trends in
the Hospitality
Industry

Table of Contents
INTRODUCTION ..........................................................................................................................3
LEADERSHIP STYLES.................................................................................................................3
Leadership traits ........................................................................................................................3
TYPES OF LEADERSHIP ........................................................................................................5
Leadership style applied by pizza express .................................................................................5
Emerging trends in hospitality industry .....................................................................................6
ORGANISATIONAL RESPONSIBILITY ....................................................................................6
RESPONSIBLE LEADERSHIP.................................................................................................8
Critical evaluation of concepts in pizza express.........................................................................8
CORPORATE SOCIAL RESPONSIBILITY ................................................................................9
CSR IN hospitality industry .....................................................................................................10
Benefits of CSR ........................................................................................................................10
Benefits of CSR to government ...............................................................................................11
Benefits to pizza express...........................................................................................................11
Social media practices use in organisation....................................................................................12
Implications for better customer satisfaction and experience ..................................................14
CONCLUSION .............................................................................................................................14
REFERNCES.................................................................................................................................15

INTRODUCTION
Hospitality industry refers to broad category which includes, lodging, event planning,
transportation, tourist industry (Novak,2021). Hospitality industry plays an important role as
when travellers come they need place to stay and take some rest. People when go for vacation or
trip they need place where they can stay and get food, beverages and comfortable rooms. Pizza
express is a restaurant which was founded in 1965 by Peter Boizot. Its head quarters are in
Uxbridge, England, UK.
It provides good services to its customers and quality of food is also good. In the report
different leadership traits, styles are described and leadership style used by organisation is also
discussed. Organisational responsibility and responsible leadership are discussed and how this
concept is applicable on pizza express. Corporate social responsibility and its benefits to society
as well as hospitality industry, government. Evaluation is done of social media practices used by
organisation and its implications for better customer satisfaction.
LEADERSHIP STYLES
Leadership refers to the art of motivating or influencing people towards achieving
common gaols and objectives of the organisation. It helps in boosting confidence of employees
by giving them rewards, benefits or incentives. A leader helps in convincing workers to perform
well and they have to work according to instructions given by them.
Leadership traits
Leadership traits can be defined as the qualities or skills that an individual person has for
being an effective leader. There are some traits that a leader should have so that proper
instructions or guidelines can be provided to members for accomplishing organisational goals.
Leaders help in providing guidance to team members and show them way for reaching their
target. They make plans and strategies to improve the performance of employees when needed
and give rewards to person who perform well in achieving goals of the company (Altin,
Koseoglu and et.al.2018).
Traits :

 Effective communicators- leaders should have good communication skills so that they
can influence other person easily and guide them way to achieve target. In pizza express
leaders are having good communication skills and they motivate their team members to
work efficiently to reach target.
 Accountable and Responsible - Leaders are accountable or answerable to senior
managers about work done by their team members. They are given responsibility by
upper level managers to guide their team and all are having same objective that is to
increase productivity of organisation and earning more profit by creating good image in
the market. It is the responsibility of leader to give answer to top level managers about
employees performance and if any training is required (Altinay and Taheri, 2019).
 Long term thinkers – Leaders are making plans for future and they take decision for
growth of organisation in future. Hey make plans and strategies which will be beneficial
for company in long term. In pizza express all the leaders are making plans for achieving
long term goals and they research about every aspect very carefully so that no wrong
decision is taken.
 Confident – Leaders should have confidence while interacting with their team members.
If leader is not confident then workers will not listen instructions given by leader, so a
leader must have confidence then only other people can be influenced or motivated.
Employees will give their best when their leader is properly explaining all the things to
them.
 Self motivated- Leader should be self motivated because it is the quality of good leader
to be motivated so that they can influence or convince others to focus on achieving goals
and objectives. It is necessary that leaders should have the ability to make employees
work and performance appraisal can be done to boost morale of workers and they can
work efficiently and effectively.
These are some leadership traits that are applied in pizza express to make employees understand
work and they can work effectively. Leaders are allotted of different teams and all focus on
achieving common organisational goal (Andriani, Kesumawati and Kristiawan, 2018).

Types Of Leadership
Autocratic Style: In this type of leadership style employees have to work according to
the instruction given by leaders, they are not supposed to give any suggestion or take any
decision on their own without consulting with their leaders. This style is not appropriate for some
organisations and this reduces employee confidence as they have to only follow instructions
given by the senior managers. In this work id done according to leader.
Authoritative Style: In this leadership style leaders want that their team members should
follow them. In authoritative leadership leaders set standards for workers which they have to
achieve within some time period. In this ways and strategies are decided by leaders and
employees have to work according to that and leaders check that whether all workers are
working properly or not. In this employees are not having right to give suggestions or ideas, they
have to only follow guidelines given by their leader (Gardner and et.al., 2020).
Democratic Style: In this leadership style employees are free to give suggestions and
share their view on a particular topic. Leaders in democratic style delegate some powers to
members of its team so that they can be motivated and complete their given task on time. When
powers are delegated to workers they feel good that they are involved in taking decision and
sometimes they give good decisions which is beneficial for the organisation.
`Coaching Style: In the coaching style, leaders believe that everyone is having power to
take decisions which is beneficial for the company and helps in achieving goals and objectives.
In this employees are free to take decisions according to them but do not take wrong take
decisions. In this training is provided to workers so that they can work efficiently and effectively.
Leadership style applied by pizza express
There are different leadership styles that an organisation can apply for smooth running of
company and achieve organisational goals and objectives. In pizza exprwess democratic
leadership style is applied in which all the employees are having right to give their suggestions
and take decisions without consulting with leaders if necessary. Decision which is tken should eb
for the benefirt of organisation. Environment and culture of company is good becauise
employees are involved in all the activities so they feel satisfied and motivated. They give their
best in achieving organisational goals (Goh and Lee, 2018).

Emerging trends in hospitality industry
In today's fast growing world there are many new trends in hospitality industry that can affect
growth of pizza express. As competition is increasing day by day so pizza express should
provide good services to customers so that they arte attracted towards compabny. More
customers will come and this will increase profit of the company and build good image in the
market. The maion focus of the organisation should be on attracting consumers. Good quality of
food should be provided to consumers so will not get shifted to other restaurant. Penetration
pricing strategy should be used by pizza expree in which initially prices are kept low nad after
sometime prices are raised (Hallinger, 2018).
Daily marketing trends and taste and preference of the people are changing so companies
have to work according to that and make changes in policies to provide better services to the
customers. It increases responsibility of employees as they have to make changes in their plans
according to change in environment.
ORGANISATIONAL RESPONSIBILITY
Organisational responsibility refers to actions and policies that are taken by made by
managers for the smooth running of organisation. Each and every company requires rules and
regulation that is followed by every member of the company. No organisation can work without
proper distribution of roles and responsibilities. When duties and roles are assigned to members
then all will work properly and goals can be achieved. After giving responsibilities companies
are working good and all workers are doing their work efficiently. Different organisations have
various rules and regulations and different procedure but guidelines are almost same (Hoch and
et.al., 2018).
Organisational responsibility can be defined as policies that take into account of
stakeholders expectations. Different companies can have various functions it depends on type of
organisation such as public, private, non profit organisation. In pizza express responsibilities are
given to every individual person and they work according to that.
There are some organisational; responsibilities, strategic, economic performance, social
performance and environmental performance.

Strategic Responsibilities – It refers to making strategic planning and necessary steps are being
taken by managers achieve maximum economic and social value. Short term and long term goals
are made to increase productivity. This is a strategy that is used by many businesses for future
growth and contribute accomplishing mission of the company. This helps in enhancing morale of
employees as all are given responsibility and they are accountable to their seniors. Strategic
responsibility management includes some steps that are helpful for an organisation are, creating a
vision and values related to responsibility, identify expectations through stakeholders,
developing initiatives that are integrated with corporate strategy, raises internal awareness
through employee training (Hughes and et.al., 2018).
Economic performance- It refers to issues that are dealing with value of money, wealth,
debt and investment. Economic performance of a company is a function of success which helps
in producing benefits for the owners of the company with the help of making innovative and
creative product. Company generates more profit when employees are using resources efficiently
and giving their best to achieve organisational goals and objectives.
There are three indicators of economic performance i.e., income, output and spending. By
analysing income of the company one can know what is the financial position of business.
Output of the organisation also helps in identifying that how efficiently workers are performing
and using resources (Kim and Jeong, 2018).
Social performance- It can be defined as making organisation's social mission as a
reality. It means that mission of the company is to be achieve by employees. It refers to
principles, practices, outcomes that are made for the benefit of company. It helps in achieving
target of the organisation and make improvements in policies for effective performance. Social
performance can be measured and it helps in continuous changes in rules and regulations,
policies and procedures so that company can achieve its objectives.
Social performance includes large number of poor people, improve the quality and
appropriate financial services. It creates benefits for clients and improve social responsibility by
providing good services to customers.

Environmental performance- It can be defined as considerations that include the use of
more renewable uses so that environment stay safe and healthy. It helps in improving energy and
water efficiency in organisation, reduce wastage of resources, greenhouse gas emissions,
increased reuse and recycling of resources so that products can be efficiently used. Companies
should try to avoid or reduce use of hazardous waste and toxic pollutants (Lacerenza and et.al.,
2017).
Environment performance can be improved by examining policy and understand the
current situation. After analysing make changes in the existing policy to make it better. After that
look at the distribution of responsibility to ensure that all employees get proper work or not.
More engagement of employees at the workplace and involving in decision making.
RESPONSIBLE LEADERSHIP
Responsible leadership is the type of leadership that is sustainable, build business which
is for the benefit to multiple stakeholders, governed by community of stakeholders. This
leadership style focuses on internal system i.e., employees , suppliers, customers and external
system such as, politics, market, culture in a holistic manner. Leadership involves influencing
and motivating other people to focus on achieving common goals (Lemoine, Hartnell and Leroy,
2019).
There is a framework for responsible leadership: direction, engagement, alignment and
renewal. Direction means to direct people towards common aims. It is the responsibility of
leader to give correct directions to team members. Engagement refers to motivating employees
and involving them in decision making process and other activities. Leader influences members
to focus on common goals. Alignment means work should be done in proper coordination.
Leader set clear boundaries and understanding of roles and responsibilities of individual person.
Renewal means leader encourages workers to work properly and effective coordination of
information, decisions and activities in relation to team agenda (Liu and et.al., 2019).
Critical evaluation of concepts in pizza express
In pizza express responsibilities are distributed among members and they work according
to that. There is proper coordination among employees and all are focusing on accomplishing
organisational goals and objectives. This has positive as well as negative impact on restaurant as
it provides proper structure to employees and clear duties are assigned. Sometimes, it has

negative impact as employees create issues for positions that their colleague get good position
and less work (Oc, 2018).
Responsible leadership helps in maintaining proper balance between employees and
management. Leaders are selected and it is their responsibility to give guidelines to members and
manage all the activities. Leadership framework helps leaders of pizza express in providing
direction to workers, involving employees in decision making process, encouraging them to
work efficiently and leader set standards for members which they have to achieve. This helps in
achieving goals of the company and helps in boosting morale of employee. This has negative
impact as sometimes employees does not listen to leader and they create issues on small
problems.
CORPORATE SOCIAL RESPONSIBILITY
Corporate social responsibility refers to management concept in which organisation take
social and environmental concerns in business. They communicate with their stakeholders
regarding corporate social responsibility. This is a way by which companies give some part of
profit for the benefit of society. It is a type of international business that aims at benefit to
society and it is responsibility of owners to keep environment safe and provide good quality
products to consumers. In today's world most of the companies are engaging in corporate social
responsibility to build good image in the market. They contribute some part of the profit or a
fixed amount for the welfare of society and it helps in creating good reputation in front of
customers (Rudolph, Murphy and Zacher, 2020).
Corporate social responsibility is important for both organisation as well as consumers. It
is a way that helps in increasing morale of the company and boost confidence of employees by
giving them rewards, benefits and other incentives. If an organisation to be socially responsible
they first need to be answerable to stakeholders. Nowadays companies are more engaging in
CSR because it helps in growth of business and help in earning profit. Organisation are taking
resources from the society and giving back to them in form of providing good quality services to
satisfy their needs and this helps in creating good image in the market. It is not only the

responsibility of shareholders but members should also take some necessary steps to keep the
environment safe and healthy. New trends and technologies has enhanced the CSR.
Corporate social responsibility helps in gaining trust of customers and increase overall
guest loyalty. CSR practices can improve brand awareness among customers. Some examples of
corporate social responsibility are, improving labour policies, charitable giving, make corporate
policies that are beneficial to the society, make some investments in social programmes
(Rudolph, Rauvola and Zacher, 2018).
CSR IN hospitality industry
In hospitality industry is made up of many companies which are run by business minded
people. The main purpose of the organisations is to earn profit and make good image in the
market. In hospitality industry people tends to take short term decisions and concern for long
term benefit of the company and try to make additional benefit which is used in handling toxic
waste or make policies for reducing pollution or keep environment safe and healthy. In hotels
customers are given good and equal treatment which helps in satisfying customers and create
good image in the market.
More consumers are attracted as they feel that services are good and quality of food and
beverages are good. In pizza express managers are focusing on corporate social responsibility to
create good brand name and satisfy customers to earn more profit. CSR also helps in enhancing
overall image of the organisation and provide sustainability for future generations. In hotels and
restaurants good services are provide to customers and they are listening to suggestions given by
consumers and make improvements according to customers and attract more people (Santeramo,
Carluccia and et.al.2018).
Benefits of CSR
There are many benefits that CSR provide to the organisation is
 It helps in maintaining good relations with consumers and engaging employees to satisfy
needs and demand of consumers.
 When CSR is applied to any organisation then policies, rules and regulations are made
according to that and working environment of the company is good.

 Good reputation is being created which helps in enhancing employee morale and more
customers are attracted.
 Corporate social responsibility lead organisations in more sustainable growth and
resources are efficiently used.
 CSR helps in improving financial performance of the organisation as more customers will
come and this will lead to increase in profit.
 This helps in reducing operating cost as resources are used from society and products are
made for the welfare of society so companies try to make good quality products at low
cost.
 CSR helps in enhancing brand image and reputation in the market. This helps in earning
more profit and face competition.
 Responsible for customer loyalty and increased sales.
 It helps in increasing productivity and quality.
 CSR helps in attracting customers and retaining employees.
 Improved relations with regulations.
 It provides access to capital.
 It helps in growth of company and more employees want to join the organisation.
Benefits of CSR to government
Corporate social responsibility not only provides benefit top society or organisation but it
is beneficial for government. It helps in creating social value in the society and helps in
improving social welfare. The main goal and objective of government is to make policies and
take steps for the benefit of society and public satisfaction. Organisations are also also taking
steps that are necessary for society so it is good for government that companies are taking
initiatives for welfare of society. Businesses should follow proper rules and regulations, consult
them before making any decision (Schoemaker, Heaton and Teece, 2018).
Benefits to pizza express
Corporate social responsibility helps pizza express in increasing their sales and attracting
more customers. It also in creating good image in the market and boost employee morale. Pizza

express is providing greener delivery services to its customers and improving its packaging. The
company is not wasting resource s, they are efficiently using it because there are less resources
and organisation has to give back to society. CSR helps in improving financial situation of the
company, they earn lot of profit. Employees of pizza express maintain good relations with
customers. Organisation is making new and creative products and at reasonable prices. CSR
helps in boosting confidence of employees and they give their best in achieving targets of
company (Shneikat and Alrawadieh, 2019).
So, it is important for every organisation to contribute some part of profit in CSR which
will help in improving brand awareness among people and create good image in the market. It is
necessary for every company to apply some CSR practices in the company so that more profit
can be generated. Nowadays every company is giving some amount of profit in social welfare
and give best services to the customers.
Social media practices use in organisation
It is important for hospitality industry to use social media practices for promoting product
or for restaurant promotion. To make customers aware about new hotels or restaurants,
marketing manager of the company uses social media practices for promotion. Hospitality
industry uses social media to engage more customers and identify needs of people. These are the
sites through which company can interact with customers before, during or after vacation
experience.
Social media can help the organisation in advertising business as managers can make
short videos of rooms and interior of restaurant and post on sites such as, Facebook, Instagram or
you tube. This will help in promotion, consumers give quick feedback and raise brand awareness
among customers. In today's world all the people are using social networking sites and especially
young generation people so it is the best way to attract customers and increase sales of the
company. Pizza express also uses social media sites for promotion of the restaurant and this
helps in increasing profit of the organisation (Teja,2010).
There are some social media practices that are used by pizza express are, research
customers, conduct a competitor analysis, establish and maintain brand awareness, choose right
time for posting advertisement, use tools and techniques to make plans, respond to customers

quickly and treat them with respect. These are some social media practices that is used by most
of the companies.
Research customers
Every organisation should identify target customers and demand of the product. Before
staring any business managers should analyse that what is the need and requirement of
customers. It is important to determine choice of consumers so that product can be made
according to their need. When customers are identified then company should provide services
according to their demand. Managers of Pizza express conduct a customer research in which
they identify consumers taste and preference.
Conduct competitor analysis
It refers to conduct a market research and identify strategies use d by competitors. It will
help managers of pizza express in making better strategies then competitors and can earn more
profit. Every business should analyse and determine tools and pricing policy that is used by
competitors. To enter into new market it is necessary for companies to conduct competitor
analysis so that plans can be made on the basis of demand and need of consumers.
Establish and maintain brand awareness
Promotion helps in creating brand awareness among people and to make familiar with the
product. Advertisement on social media will help in building good image in the market and
consumers are attracted by innovative advertisement. Marketing manager of pizza express should
make innovative and creative plans for attracting consumers and provide good services to
customers (Ospina, 2017).
Choose right time for posting advertisement
This means that there should be proper timing for posting advertisement. When
competitors are giving advertisement or they are giving some discount offer, this is not the right
timer to promote your product. Marketing manager of pizza express should take care that
promotion of restaurant should be done at the time when competitors are not giving any offer
otherwise company has to suffer loss.
Use tools for making plans

In making plans for the product proper tools and techniques should be used by the
organisation so that consumers like product and they are satisfied. Managers of pizza express
should use proper tools for making good plans or strategies which is beneficial for the growth of
company. Good plans should be made for smooth running or business. For making effective plan
market research is essential to identify new trends in the market. Managers of pizza express are
conducting market survey for determining consumers choices.
Respond to customers quickly
This is also one of the social media practices that are used by organisations to increase
the sales of the company. Front office manager of pizza express give fast respond to customers.
In today's world all people want that they should get fast answer, so it is the responsibility of
manager to treat guests with respect and equal treatment should be given to all employees.
Implications for better customer satisfaction and experience
Customer satisfaction is essential for every organisation because products and services
that are is to satisfy consumers. Sales of the company will increase only when people will ,like
the product. Customer is the king of market and business owners has to made products according
to the choice of consumers. Customer satisfaction can be improved by regular study of
complaints and compliments, conduct daily meeting with team, treat customers with respect and
provide good quality product and services. Managers of pizza express should take essential steps
for satisfying customer (Fernandez and Shaw, 2020).
Pizza express is using social media practices for promotion of the restaurant, they give
advertisement on Facebook, Instagram as they are having their restaurant page on which all the
information is available. Customers can get information from the website of pizza express and
contact number is also given. On the site photos of interior of restaurant is available which helps
in attracting customers.
CONCLUSION
From the report it can be concluded that, there are different type of leadership styles that
is used by organisations such as, autocratic, authoritative, democratic, transformational,
transactional. Organisational responsibility and responsible leadership is described which

includes framework of leadership i.e., directing, alignment, renewal and engagement. Further,
CSR is discussed and its impact on pizza express and government. Social media practices that
are used by organisation and implications for better customer satisfaction is described.

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Online
Novak, P .,2021. Hospitality Industry. [Online]. Available
Through:<https://www.hospitalitynet.org/opinion/4082318.html> [Accessed on March 5,2021 ].