Emerging Trends in the Hospitality Industry

This report discusses the emerging trends in the hospitality industry, focusing on different leadership styles, organisational responsibilities, and responsible leadership. It also explores the benefits of corporate social responsibility (CSR) and the impact of social media practices on customer satisfaction. The case study of Ledbury restaurant in London is used to illustrate these concepts.

Emerging Trends in the
Hospitality Industry

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Different leadership styles and practices within organisation...........................................1
2. Importance of two concepts " Organisation responsibility and "responsible leadership"..4
3. The way CSR delivers benefits to Ledbury restaurant and wider community...................7
4. Evaluation of social media practices and their implication in the context of better
customer's satisfaction and experienced.................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality and tourism is the largest sector of the United Kingdom that contribute to
generating a lot of employment and revenue within the economy. It is one of the most growing
industry worldwide as there are various individuals that like to tour and travel to a different
destination in order to have fun and enjoyment. So, the company, in order to earn a profit, has
provided various facilities for customer's so that they can enjoy their leisure time. The external
environment is dynamic in nature as there are continuous changes that directly impact on growth
and operation of the company operating in the hospitality industry. The leader plays a crucial
role in organisations by motivating employees to work hard so that they can earn maximum
revenue in a limited time frame. Nowadays, customers are forcing the company to take steps
towards Corporate social responsibilities as they are part of society, so they need to provide
benefits to them.
This report is about Ledbury restaurant operating in London, England that has been
opened in 2005, 16 years ago that focused on providing better quality products and services to
customers. So, it has contained information related to different leadership styles, organisational
responsibilities and responsible leadership. Moreover, it has specified CSR and its benefits to the
organisation as well as the wider community. At last, it covered detailed regarding the impact of
social media practices on customer's satisfaction and growth of the company in the hospitality
industry.
MAIN BODY
1. Different leadership styles and practices within the organisation
Leadership is an inspiring personality that motivates employees to enhance their overall
performance and productivity so that company can retain its market share for a longer time
frame. They direct and guide individuals regarding the way a particular task can be completed,
thus contribute to yielding maximum outcome. Traits of leadership are learning ability, integrity,
communication, gratitude and ability to delegate task that need to be performed by each team
member. Leader through effective communication is able to share information to each team
members so that they can easily complete their respective task.So, overall it can be stated that
leadership is the process of assisting employees to complete a specific task in a better manner for
the achievement of Ledbury restaurant end goals (Rabiul and Yean, 2021). The different
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leadership styles that have been used by the diverse organisation operating in the hospitality
industry can be illustrated as follows:
DEMOCRATIC LEADERSHIP STYLE
It is the most common leadership style that is used by the leader of the hospitality
industry to manage diverse individuals so that several tasks can be completed in a better manner.
In this style, the leader takes the opinion of employees or team member while taking any
decision related to the growth and expansion of the business. Thus, in a democratic style, the
leader motivates team member to freely share their view, ideas and opinion that can be fruitful
for the company (Yaseen, Al-Janaydab and Alc, 2018).
ADVANTAGES DISADVANTAGES
 The biggest advantages of making use
of democratic leadership styles are that
it helps in raising the morale and
motivation level of individuals.
 Another advantage is that leader get
innovative and creative idea regarding
the way operation can be made better.
 It can be stated that a large number of
individuals may not be agreed with a
particular idea or point of view.
 At the same time, it is difficult to
maintain coordination between the
diverse range of individual to work as a
team for common goals.
AUTOCRATIC LEADERSHIP
In this type of leadership style, leaders do not incorporate points of view of employees
rather than solely take all decision that can be good for the organisation. There are numerous
leaders in hospitality organisation that are making use of autocratic leadership styles in which
they command order which needs to be followed by the subordinate. Thus, such leaders have
enough skill, knowledge, experienced as well as capabilities to take the decision that can be
helpful for the growth and development of the company (Reunanen and Kaitonen, 2017).
ADVANTAGES DISADVANTAGES
 Contribute to faster decision-making as
leaders are solely responsible for taking
all decision that can be helpful in the
 On the other hand, it can be stated that
the autocratic leadership style is rarely
effective as employees get dissatisfied.
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achievement of end goals.
 Leaders are more experienced and
knowledgable, so they can effectively
handle the situation and contribute to
the smooth operation of the business.
As leaders do not take their view while
making any decision.
TRANSFORMATION LEADERSHIP STYLE
It is another leadership style which has been used by leaders of the hospitality industry to
the inspired individual to make the best use of their overall capabilities and skills so that
company can retain its market share. The leader encourages, motivate as well as inspired
individuals to bring new, innovative and creative ideas that could help in shaping the growth and
expansion of the organisation. Therefore, it transforms its style of leadership as per situation and
circumstances so that company can easily adapt to particular change and retained its positioning
(Child, 2018).
ADVANTAGES DISADVANTAGES
 Transformation leadership styles help
the company in quickly adapting to
external changes, thereby leading to
competitive positioning.
 It contributes towards the learning and
development of employees as leaders
are quickly changing their strategies so
that company can grow and expand.
 The disadvantage of transformation
leadership styles used by leaders of the
hospitality industry is that it has to
continuously communicate with
employees.
 Another disadvantage is that it is too
risky as well as disruptive as leaders
want to change their strategy, which
may not be fruitful.
So, from the above analysis of various leadership styles that are used by leaders of a
different company, it can be stated that it has both advantages and disadvantage. Therefore,
leaders need to make use of them as per the mission, vision and purpose of the organisation. The
type of leadership styles and practices that are used by the leader of the Ledbury restaurant to
enhance the overall profitability of the company is transformation. Such as:
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Leaders of Ledbury restaurant focused on bringing positive changes with the
organisation by motivating employees to give their best efforts so that company can enjoy
maximum revenue in future circumstances. Moreover, leaders of the company have key features
like they are more passionate, dedicated, determined, energetic and enthusiastic towards their
work. All these special characteristic of a leader has contributed it to take steps towards bringing
necessary changes and innovation within the organisation so that end objectives can be achieved.
Leaders of Ledbury restaurant is involved in the process, at the same time provide appropriate
support and guideline regarding the way a particular task can be completed. Thus, it can be
interpreted that leaders of the company, by making use of transformational leadership styles, are
able to enhance the profitability and brand image of the company in the hospitality industry.
Furthermore, it contributes to providing more room for employees to think about new and
creatives method that they can use in order to promote the expansion of the business.
Ledbury restaurant is a huge organisation that has a diverse range of employees that
belong to a different culture or have a different belief, value and preferences. Therefore, in the
context of the multi-culture leader of the company has followed practices to recognised and
respect each individual, so it is motivated to make optimum utilisation of its capabilities and
skills for the benefits of the firm. Thereby, the leader, by promoting equality while performing
its several tasks, is able to handle individuals that belong to diverse and promote the growth of
the company in hospitality.
2. Importance of two concepts," Organisation responsibility and "responsible leadership."
Organisation responsibilities describe as actions and practices that are performed by the
organisation by taking into accounts the interest of stakeholders expectations such as economic,
social and environmental. In other words, ethical behaviours that organisation pursue while
running their business operations so that no harm can be caused to any individual in any
circumstances. Therefore, it is the responsibilities of the organisation to take steps towards
interested stakeholders of the company for its growth and expansion. Acting responsibly by
taking steps related to the protection of the environment as well as natural resources so that
maximum value can be delivered to customers at a minimum time frame,
On the other hand, other concepts are about responsible leadership is that they make all
decision by taking into interest or viewpoints of all stakeholders like customer's, employees,
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environment and community. So it is not just about caring for everyone rather than making the
decision that is fruitful for the organisation as well as people living in the wider community. The
leader is an individual that has direct contact with employees so they can easily understand the
way they can be motivated to work hard (Lewis, 2019). Business leaders are committed to
society as well as take necessary steps to foster a culture that contribute innovation, reward
employees to give their best so that company can retain its positioning in the hospitality
industry.
The strategic responsibility management model is used to explained organisation
responsibilities that are taken by the Ledbury restaurant while operating its functions for the
achievement of end goals. So, the Application of both concepts in the context of the restaurant
can be illustrated as follows:
Steps 1: Likewise company has created visions to provide qualitative services to customers by
making optimum use of resources.
Steps 2: Ledbury restaurant has devoted time as well as efforts to understand stakeholders
preferences, thereby prioritising them so that they are happy and satisfied to work for the growth
of the company.
Step 3: Various initiatives have been taken by Ledbury restaurants, such as develop
infrastructure and provided appropriate facilities where they can have fun and enjoyment.
Contribute to generating employment as well as revenue by providing job to numerous
individuals.
Steps 4: Company, as the responsible organisation, has to raise internal awareness among
employees through organising training and development programs. Thus, appropriate guidance,
support and communication of information related to steps that they need to take for the
sustainability of the environment to individuals has helped the company in becoming socially
responsible.
Steps 5: Moreover, Ledbury restaurant has also taken actions related to the way various
operation in the business will be completed. It has continuous measure all the process in order to
avoid wastage of resources so that more value can be delivered to customer's in a limited time
frame (Albers and Suwala, 2021).
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Steps 6: Lastly, it can be stated that the company has provided crucial information related to
CSR activities taken by Ledbury restaurant through its website and other sources so that
stakeholders can be informed and the company can retain competitive positioning.
On the other hand, the activities that are undertaken by responsible leaders of Ledbury
restaurant can be stated as:
Direction: The first steps that have been taken by the leader of the restaurant is that it has direct
employees regarding the way the particular task will be completed. It has shared all crucial
information related to the aim, value and mission of the company that has motivated employees
to give their best for the benefit of the organisation.
Engagement: Ledbury restaurant leaders are highly engaged and dedicated towards their job
duties which used to motivated employees to work hard so that company can enjoy higher
profitability. Moreover, it has encouraged employees to share their feedback or view so that
necessary changes can be made in operations for a better outcome.
Alignment: Another key step that has been taken by the leader of Ledbury restaurant is that it
has aligned employees to work as a team rather than as individuals for the achievement of goals.
Thus, it has clearly each individual about their respective task and responsibilities within the
firm and the way it can lead to customer's satisfaction (Yaseen, Al-Janaydab and Alc, 2018).
Renewal: It can be stated that the leader of the restaurant has always focused on creating and
maintaining a learning and welcoming culture so that innovative and better ways can be found to
deliver services. Therefore, it coordinates diverse individuals as well as activities, decision
towards the main objectives of the company.
The implication for private, public and third sector institutions
From the above study, it can be stated that organisation responsibilities, as well as a
responsible organisation, have a various implication on private, public and third sector
institution. Such as:
Private: These are an enterprise that is mainly operated in order to earn profit by selling
products and services that meet customer's expectancy. The organisation responsibilities of a
private firm are to ensure that it delivers more and more value to customer's and does not harm
stakeholders for earning maximum revenue. At the same time, responsible leader duty is to make
the decision that is good or beneficial for all stakeholders of the company, such as customer's,
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employees etc. Likewise, Ledbury restaurant, as well as its leaders, are highly dedicated to
giving their best to stakeholders so that they can remain happy and satisfied.
Public: There are some organisation which are owned and operated by the government and
offers good and services that are beneficial for the community. Thereby, the organisation
responsibilities of the public firm are to develop infrastructure, facilities so that people can live
better lifestyles. While Responsible Leaders in the context of public sectors follow ethical values
and take the view of stakeholders such as the public, employees and shareholders while taking
any decision for smooth operations of businesses (Vasilescu, 2019).
The third institution: It can be stated that voluntary organisation are firm that is mainly
operated in order to provide benefits to the community rather than earning. Therefore, they have
mainly incorporated all activities responsibly, like provide products and services free of cost that
helps in enhancing the living standard of people. At the same time, leaders also perform their
duties while abiding by ethical value and moral principle for the benefits of society (Yuan and
et.al., 2019).
3. The way CSR delivers benefits to Ledbury restaurant and the wider community
Corporate social responsibilities can be stated as self-regulating businesses practices that
contribute enterprise to be socially accountable for its practices and performance in the external
environment. In other words, CSR is management concepts in which a company integrated
environmental as well as a social concern while operating its several functions as well as
interacting with stakeholders. Organisation operates its function in society, so it is moral duties
to undertake several steps that can be beneficial for various individuals. Like contributing to
charity, making optimum utilisation of resources and investment fund in growth and
development of the economy so that people can live better lifestyles (Yuan and et al., 2019).
Moreover, in recent circumstance, people, as well as the government, has started forcing
companies to undertake social responsibilities due to increasing pollution or harm to society
caused by various firms. Ledbury restaurant has also taken steps towards corporate social
responsibilities with a motivate to enhance customer's satisfaction and its brand image for many
years. Likewise, the restaurant has tried to operate its function ethical and in a sustainable
manner that does not cause any negative impact on society as well external environment.
Furthermore, the company has considered all rights related to the environment, society and any
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more so that no harm can be caused to other individuals in any circumstance (Iglesias and et.al.,
2020). Therefore, the way several activities related to CSR benefits Ledbury restaurant and the
wider community can be illustrated as follows:
Improve Brand image: One of the biggest benefits of corporate social responsibilities
incorporated by Ledbury restaurant is that it contributes to building and retaining the strong
brand image of the company. CSR helps in generating awareness of the company among the
maximum number of individual residing in the society, thus contribute to attracting customers to
the firm. CSR has also contributed to motivating staff members of restaurants as they are happy
and satisfied to work with a firm that incorporates social responsibilities. Thus, they delivered
qualitative services to customer's, which lead to the increasing reputation of the company in the
hospitality sector.
More customers engagement or loyalty: It can be stated that customers are motivated to be
part of the firm that incorporate corporate social responsibilities as it is taking steps that make
their life easier. Ledbury restaurant, by promoting CSR, is able to engage more and more
customer's or retained maximum individual in the firm as they are happy and satisfied with
company operations as well as its activities (Fernández-Guadaño and Sarria-Pedroza, 2018). So
it can be stated that customer's engagement is one of the benefits of CSR activities for the
organisation.
Make employees happy and satisfied: Other crucial benefits of undertaking CSR activities for
Ledbury restaurant is that it contribute to making employees of the organisation happy and
satisfied. They feel proud that they are part of the organisation that ensures as well as promote
ethical and moral principles while performing several tasks within the firm (MARKET, 2018).
Such as the Ledbury restaurant manager has followed principles of equality that has helped in
making employees happy and motivated to work for the benefits of the organisation.
CSR also yield benefits to the wide community that is stakeholders of Ledbury
restaurant such as customer's, employees, government and hospitality industry. Such as it can be
stated that CSR helps in making optimum utilisation of resources, development of technology
and infrastructure and economic development. So, the way CSR activities of the company has
drive benefits to the wider community can be stated as follows:
Economic development: The first and foremost benefits which have been enjoyed by the wider
community is economic development. Such as Ledbury restaurant by operating its function has
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generated employment in the hospitality industry for individuals that have better talent and
capabilities to complete a specific task (Gond, Cabantous and Krikorian, 2018). Moreover, the
company, through its operations, has contributed to generating revenue, thereby contributing to
the GDP of the country and attracting more tourist visitors in the near future.
Development of infrastructure and technology: Another benefit of CSR activity undertaken
by Ledbury restaurant is that it leads to the development of infrastructure and technology. For
examples: the restaurant has innovative facilities that help in delivering better services to
customers. It has a good infrastructure and makes use of digital technology to attract customer's
that has contributed to the development of technology and infrastructure facilities in the society,
thereby making the life of people easier.
Optimum utilisation of resources: There are various other benefits gained by the Ledbury
restaurant by putting steps towards corporate social responsibilities. Likewise, it contributes to
making optimum utilisation of resources. The company has tried to make the best use of its
resources in order to deliver maximum value to customers at minimum cost. So, CSR activity
undertaken by the company has contributed to protecting the natural resources and environment
of the host country (Kim and et.al., 2019). Thereby leading sustainable tourism development in
the UK so that more and more tourist are attracted to visit in the near future for the satisfaction
of their respective needs.
4. Evaluation of social media practices and their implication in the context of better customer's
satisfaction and experienced
In the recent scenario, there are numerous individuals that are making use of social
media platform to have fun, enjoyment and entertainment and for any other purpose. The
growing craze of social media such as Instagram, Facebook, Youtube and other platform has
provided opportunities to the company to attract maximum customer's in a limited time frame.
Therefore, there is a large number of organisation in the Hospitality sector that has decided to
make use of social media practices in order to enhance customer's satisfaction and experience
(Kane, 2017). Likewise, the Ledbury restaurant has also made use of social media practices to
attract and retained customer's within the organisation for a longer time frame. So, the way
social media practices used by the company has impacted customer's satisfaction, as well as
experienced, can be illustrated as follows:
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The gathered information about customer's: The first steps that have been taken by the
company related to social media is gathering necessary information about customer's taste,
preferences and behaviours. These practices have helped it in framing strategies as well as the
action that Ledbury restaurant could use in order to motivate and retained customer's within the
organisation. Moreover, it is able to make necessary changes in its products and services so that
customer's satisfaction can be meet beyond their expectancy (Leonardi and Vaast, 2017).
Thereby, it can be stated that these social media practices have yielded in fulfilling the needs of
customers of Ledbury restaurant and its profitability.
Devote time to select the best channel: Another social media practices that have been adapted
by Ledbury restaurant to enhance its profitability and market share is that it has devoted time as
well effort to select the channel for promotion of the organisation. There are different social
media channels such as Facebook, Twitter, Instagram and others that are used by the company to
inform customers about services that are offered by the organisation. So, it has helped
customer's in taking appropriate decision to have services of the specific company in order to
satisfy their respective requirements (Vijay and Srivastava, 2019). For example, Ledbury
restaurant has provided the necessary information on its official website, make use of content
marketing to inform customers.
Make use of image and better content: Ledbury restaurant, in its social media practices, has
emphasised creating better content that includes necessary information about the company and
its services. Furthermore, appropriate image and hastags have been used by the company in its
social media practices so that people are more attracted and motivated to be part of it rather than
other enterprise operating in the hospitality sector. So, it can be illustrated that image, price, and
other necessary information arrange in a better manner has provided ease and comfort to
customer's to understand the same and take the decision to purchase in order to fulfil their
respective requirements (Pavlik and et.al., 2019.).
Taking feedback from clients: Company, while making use of different social media platform
to operates its function, has also focused on taking feedback from clients. It has encouraged
people living in society to share their experience through like, comment and share. Moreover,
they are free to share their problem or key issue that they have faced while having services of the
restaurants (Lepik and Murumaa-Mengel, 2018). Thus, it has helped the manager of Ledbury
restaurant in understanding the existing needs and preferences of people and finding alternative
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method about the way they can be resolved or fulfilled. So, overall it can be interpreted that
these social media practices have helped the company in enhancing customer's satisfaction level
and loyalty to the maximum extend.
Monitor the conversation rates: It is also one of the practices that have been used by Ledbury
restaurant to grow and expand its business operations in the hospitality industry of the United
Kingdom. Company continuous monitor the conversation rates in order to identify the number
of people that have been converted as customers of the company. Through monitoring the
conversation rates, the company is able to identify as well as improve its strategies so that quick
as well as better services can be provided to the customer's in a limited time frame. Thus, overall
these practices have contributed to the company in improving its operations and strategies so
that maximum benefits can be yield by the organisation (Du Plessis, 2017).
So, from the above study related to social media practices and their implication on
customer's satisfaction and experienced, it can be stated that Ledbury restaurant has contributed
a lot. It has tried to make the best use of social media to generate awareness of the company in
the minds of millions of customer's that are living worldwide (Gandell and Piven, 2018).
Moreover, it can be stated that social media practices used by the company have helped it in
building a strong brand image of the company.
CONCLUSION
From the above report, it can be concluded that leadership is important elements of an
organisation as it is the specific individual that motivates and inspired a diverse range of people
to work hard so that company can retain its competitive positioning. Ledbury restaurant leaders
have made use of transformation leadership styles in order to promote innovation and creativity
within an organisation. Its inspiring personality influence workers of the company to stay happy
and dedicated to their work so that company can enjoy higher profitability and market share.
Moreover, it can be concluded that there are various responsibilities of the organisation towards
the society such as it has to provide more valuable products and services at reasonable rates,
need to abide by all laws and legislation during the operating business.
On the other hand, responsible leadership is also an important concept as in this leader
behave in ethical manners, likewise treat all individual equally. Furthermore, with increasing
pollution in the environment and unethical practices of firm corporate social responsibilities has
become necessary for smooth operations of businesses. So it is the moral duty of the company to
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take actions towards CSR so that people living in society can have better lifestyles and stay
happy. At last, it can be summarised that Ledbury restaurant, by making use of different social
media practices, has improved customer's satisfaction level and experienced.
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