Emerging Trends in the Hospitality Sector

This document discusses the emerging trends in the hospitality sector and their impact on Four Seasons London Hotel. It covers the selection of appropriate leadership style, the importance of organizational responsibility and responsible leadership, and the benefits of corporate social responsibility (CSR) and social media. The document provides insights into the benefits of adopting CSR practices for the hotel and the wider community.

Emerging Trends in the
Hospitality Sector

Table of Contents
INTRODUCTION...........................................................................................................................1
Selection of appropriate leadership style for Four Seasons London with justification..........1
Organizational responsibility and responsible leadership leads corporate leadership systems to
facilitate competitive advantage.............................................................................................4
CSR delivers benefits to organisation and wider community................................................6
Benefits of Social Media and related risks that could affect Four Seasons London..............7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality industry can be said to be the integration of fields pertaining to the service
sector such as accommodation, event management, recreation, food and beverage, tourism and
many more (Sarkar and George, 2019). The efflux of time poses this corporate industry to a
number of technological and other progressions. Constant efforts have to be taken up by the
organisations functioning within the confines of this sector in order to adapt itself to the market
place and the demands of people within it.
The present project is based upon Four Seasons Hotel London which is engaged in
provision of high quality accommodation and other hospitality services. The project consists of
selection of an appropriate leadership style for the company along with justification behind the
same. Also, it explores the manner in which organisational responsibility as well as responsible
leadership results in attainment of competitive advantage by the firm. Further, it includes the
benefits that CSR activities deliver to the respective hotel along with the wider community.
Lastly, the benefits as well as the risks of social media impacting the entity have been covered
along with strategies to address the risks.
Selection of appropriate leadership style for Four Seasons London with justification
Leadership can be defined as the ability of a person to influence the behavioural conduct of
individuals in order to achieve the pre determined goals of an organisation. With the help of
leadership, a supervisor can guide and influence their employees to work towards the attainment
of the main objectives of the company. It is the art and characteristics of a person that depicts the
capabilities of how well a person can influence and motivate others to work for the welfare of the
corporation (Penela, Morais and Gregory, 2019). The success of an entity is totally dependent on
how well their leader influences and motivates their followers. Leadership is an essential factor
for a company as it provides assistance in attaining the goals in a timely manner to ensure
sustainability in market place for a long period of time in future context. In relation to this, leader
is acknowledged to be a person who guides and motivates others to do the work which they may
themselves not intend to indulge in. A leader helps to enhance the quality of the performance
delivered by the employees within the confines of an entity. One of the most primary motives of
the leader of an entity is to motivate the workforce in a manner such that they get encouraged to
1

give their best performance for the welfare of the enterprise. This aids in attainment of individual
as well as corporate goals.
There are several kinds of leadership styles which can be leveraged by a leader for the
purpose of making the workforce carry out a desired task as per the organisational requirements.
In this relation, the leader within Four Seasons Hotel London is analysing the different types of
leadership styles in order to select the best style out of them for the betterment of the hotel. The
style is selected by the leader of Four Seasons Hotel London as per the situation and working
environment of the concerned hospitality organisation.
Autocratic style: In this style, the leader tends to act like a boss. They hold all the
authority and responsibilities of the organization. The leader gives the order and everyone should
comply with it. The leader may charge penalties on subordinates if they are found not to be
following their instructions (Xie, 2019). In this style, the leader takes decision without consulting
with their subordinates. It is considered as a negative style of leadership as it does not take into
consideration the views and opinions of subordinates within the confines of an entity.
Laissez-faire style: This type of leadership style is opposite of the autocratic leadership
style. In this type of leadership style the leader delegates their power to their subordinates. This
implies that hereby subordinates have the right to take some decisions without consulting with
the leader. This style is also known as hands on style. This type of style is useful in those
organisations whereby the manpower is skilled and has experience related to the field within
which the entity operates.
Coaching leadership style: In this leadership style, the leader tends to act as the coach
for the individuals. The leader gives suggestions and advices just like a coach gives to their team
members. In this type of leadership style, the leader can easily analyse the strengths as well as
weaknesses of the subordinates. The leader gives tasks to their followers, which are executed by
the individuals within a team by exhibiting collaborative working skills (Amoako and et. al.,
2019). The benefit of coaching leadership style is that it provides assistance in encouraging team
spirit among the members. This also leads to the development of capabilities of employees. As a
result of this, the subordinates become self confident and motivated.
Democratic leadership style: This style can be said to be integration of autocratic and
democratic style. In this type of leadership style, the leader takes decision post obtaining
feedback from their subordinates or followers. The leader does not give authority to their
2

subordinates to take decision, but do take into account the suggestion and advices given by
subordinates. This is one of the most widely used and popular leadership styles, which is
successful in boosting the morale of employees. Most of the organisations in the present time use
this style to motivate their followers.
Pacesetting leadership style: It also known as participative leadership style. This is
acknowledged to be one of the most effective leadership styles used by organisations. Hereby,
the expectation level of leader from their subordinates is high as employees are required to work
as per the targets set by their supervisor (Chakma, Chakma and Nani, 2019). Each subordinate
requires completing the target given by their subordinates. Subordinates are liable for
punishments if they are not able to achieve goal in the set target lines. The most important
advantage of this style is that subordinates feel motivated as a result of this and it helps in
enhancing their capabilities.
Transformational leadership style: In this type of leadership style, the leader focuses
on the accomplishment of organisational goals. Leader sets goals for their followers and
influences them to achieve the set goals within due course of time. It is similar to the coaching
style. The only difference between them is that this style focuses on achievement of the objective
of company while the coaching style leader influences their followers to achieve individual goal
as well as organisational goals.
Charismatic leadership style: In this type of leadership style, the leader makes use of
charm and charisma to attract their followers. Such leader has some qualities to influence and
motivate their followers (Amoako and et. al., 2019). Charismatic leaders are self motivated, self
determined and confident. Their qualities make them unique from others and tend to encourage
the workforce to work in the manner desired by them.
On the basis of above discussion, it can be said that transformational leadership style
would be the best style for the leader of Four Seasons London Hotel. This is so because it
provides assistance to the hotel management in adapting itself to the latest market trends and
preferences. As a result of this, the hotel management will be able to meet the needs and
demands of people in a better manner. When the customers will derive satisfaction from the
services received by Four Seasons Hotel London, it will instil a sense of loyalty within them.
This will boost the revenues as well as profits for the hospitality organisation, thereby assisting it
in enhancing its market position.
3

Organizational responsibility and responsible leadership leads corporate leadership systems to
facilitate competitive advantage
Organizational responsibility is as an ethical behaviour of entity that are required to be
consider by them when they are committed to run their business in any industrial segment. It is
also known as corporate social responsibility, corporate social performance, and sustainable
responsible business and corporate citizenship (Sanjeev and Birdie, 2019). It is essential for Four
Seasons London to undertake ethical action and policies in order to conduct their business duty
in a safe, healthy and sound manner. There is some certain organizational responsibility in terms
of different aspects:
Organizational responsibility
Economic:
It is essential for an organization to undertake their business functioning by considering
economic discipline into account. It helps them to ensure their long-term viability while fulfilling
their core responsibility. Along with this it provide assistance to organization to generate
sustainable economic benefit in effective manner. It is essential for Four Seasons to stay
committed towards fair trade, integrity, ethics and standard of behavior while maintaining
positive relationship with partners, consumers and collaborators. In addition this entity is also
required to deliver the committed projects in set time, expected quality and budget. Company is
also require supporting honest and fair business dealing measures and avoids any action that
could negative damage their reputation.
Social:
In terms with social aspect it is essential for organization to make sure that they stay
committed towards work operation and practices and support community and their staff in a
better manner. Along with this, Four Seasons London must ensure that individuals and staff
members in organizational structure operate their functioning in safe workplace and are not
subjected to any harm. In addition to this entity must ensure that their social attitude it positive
towards community in which they conduct their operations.
Environmental:
This is most important aspect in which company is require staying committed towards
environment and is responsible to the activities they carry out. In context with respective entity
they must ensure that they effectively meet environment responsibilities and contribute
4

effectively in positive environmental outcomes (Muda, Jamil and Zulkiply, 2019). In this
company must ensure their commitment towards reducing environmental effects from their
business functions. In addition to this, Four Seasons is also required to comply with all the
essential and necessary environmental guidelines, requirement, standard and practices. Company
must engage in regular implementation of integrating environmental practices like use of
recycled raw materials and electronic methods.
Employment:
It is an organizational responsibility in which entity is required to be a good employer by
offering required an essential employment opportunities to their staff. Four Seasons are required
to undertake fair recruitment, induction and selection process and provide flexible working
structure to their employees by maintaining mutual benefits. In addition with this they are also
required to treat all employees equally and with dignity and make sure that they do not get
discriminated on any basis. Along with this they must ensure that there is two way
communications within organizational workplace structure and employees are provided with
recognition remuneration and other benefits on periodical basis.
Responsible leadership
Leadership is an important aspect in any organization irrespective of their size and scope.
Responsible leadership of company is having responsibilities to create positive and motivating
workplace atmosphere for employees that maximizes productivity of company and individuals in
a best effective manner.
Responsible Leadership is when a leader consider organization rules and norms, it has been
identified that Four Seasons operate their services in different graphical location in which leader
face diversity in regulation and rules. Thus they are responsible to understand different culture
norms and values (Prathyusha, 2019). In addition to this they hold responsibility to undertake
ethical judgment and display positive nature and courage towards management and staff
members. Responsible leadership is identified as a collective effort in which leader is required to
have strong behavioral capacity to influence employee’s performance towards organizational
success. It is essential for a responsible leader to practice cognitive complexity as it helps them
under decisions in complexity with an ease. It is essential for Four Seasons leader to practice
policies and plans and look after into issues and problems that they are being facing by
employees on regular basis. It helps them to direct and encourage their motivation towards
5

organizational objectives. As a responsible leader it is essential to have hard as the soft skills,
along with professional and personal value. Responsible leadership must have cognitive behavior
towards other respective, open minded approach, innovative mindset and sustainable
development of both employees and entity.
Thus, according to the above evaluation it has been identified that both organizational
responsibility and responsible leadership offer effective corporate leadership system that
facilitate organization towards ensuring maximum competitive advantage in respective industrial
segment. With ethical behaviour Four Seasons London can effectively able to conduct their
business operation in sustainable responsible manner. In addition to this entity can satisfy every
aspect like social, environmental, employment and economic in an effective manner. While in
term of responsible leadership, it has been identified that by undertaking efficient and effective
leadership approach, leaders within Four Seasons can create positive corporate leadership system
in an organization. Through this, they can motivate the behaviour of employee towards
accomplishment of organizational goals effectively it help company to increase competitive edge
in marketplace and insured maximum profitability in hospitality sector.
CSR delivers benefits to organisation and wider community
Corporate social responsibility is a self regulatory business model which provides
assistance to the entity in meeting its responsibility as well as accountability towards the society.
CSR activities aid an entity in reflecting its ethical practices as well as the initiatives taken by it
to support the protection of environment (Kasemsap, 2020). By executing a number of corporate
social responsibility activities, an entity can attain a number of benefits. Further, it is also seen
that such activities also hold benefit for the wider community within which it carries out its
business operations. In this relation it has been acknowledged that Four Seasons Hotel London
recognises the significance of adopting CSR practices in order to fulfil its social responsibilities.
The benefits CSR holds for an entity such as Four Seasons London Hotel and the wider
community is given beneath:-
For Four Seasons London Hotel
The concerned hotel functions within the confines of hospitality industry which is a component
of service sector. The offerings of this sector are found to be intangible and thus the sole
evaluation of goodwill as well as quality of hotel is done in accordance with a number of aspects.
The reputation developed by acting as an entity which carries out CSR activities transfers to the
6

brand image which then provides valuable differentiation to the hotel in a highly competitive
industry (Bagnaresi, Barbini and Battilani, 2019). The customers who notice the CSR initiatives
undertaken by Four Seasons Hotel London are more willing to forgive hotels for errors or slips in
their usual standards if they believe in the mission of the organization to become a sustainable
corporation. Apart from this, the programs which are developed focussing on the development of
workforce through provision of training tend to render a safe operational environment to staff
thereby assisting the respective hotel in sustaining the employees for a long period of time in
future context. Thus, it can be said that carrying out CSR activities holds several benefits for an
organisation like Four Seasons London Hotel in terms of better staff retention, increment in
financial performance, betterment of goodwill or reputation across the globe etc.
For wider community
Corporate Social Responsibility initiatives undertaken by an organisation like Four Seasons
London tend to hold benefits for the wider community also. The concerned hospitality
organisation invests in a number of social schemes as well as makes some donations through
which it seeks to resolve some issues faced by society as well as protect the nature from which it
draws resources (Guillet and et. al., 2019). This implies the resolution of social, economic or any
other challenge faced by the society at large. CSR also aids in protecting the environment by
focusing upon the sustainable practices such as Reduce, Reuse and Recycle. With these, the
resources can be optimally utilised, thereby saving the same for future generations. The
community is benefitted at large by such activities of the concerned hospitality organisation.
Benefits of Social Media and related risks that could affect Four Seasons London
With the significant rise in the use of internet there is transformational increase in number
of individuals who use different social media platforms all around the world. It creates efficient
opportunity for different organizations to influence behaviour of consumers towards services and
products that are being offered by them (Kulshreshtha and Kulshrestha, 2019). Social media
platform benefit entities to increase their market presence and attract customers attention in order
to maximize their overall productivity as well as profitability. Four season London offer ultimate
accommodation facilities to number of customers all around the world. With their cosmopolitan
atmosphere in London provinces this organization attracts consumers with their high quality
services and products. In order to increase their international, domestic and local presence in
7

different geographical location company by taking advantage of social media platforms can
make significant increase in their profitability and consumer base:
Improves Trust and Loyalty:
Loyalty and trust is most essential benefit that social media offer to organization. With
the help of different social media platforms Four Seasons London can ensure 24/7
communication with their consumers through which they can not only serve them in best
effective manner but can also resolve their issue at any time. Social media provides a great
transparency mode through which consumers can share their pictures, post and reviews related to
experience at hotel. It helps organization to increase their competency in hospitality sector.
Affordability:
Social media turns out to be an inexpensive mode to advertise product and services of
organization. It has been evaluated that in today’s generation old fashion advertising methods
does not proved to be effective way to attract customer’s attention. In order to retain in
hospitality sector Four Season London is required to undertake use of social media in order to
influence wide range of consumer attention. In this entity can post pictures and create awareness
among consumers related to new services that organization is coming up as to attract new as well
as existing guest (DEEPEKA and NARAYANAN, 2019). Along with this with the help of
different social media platforms organization can also post-consumer pictures at hotel, weekly
special post, graphic, videos, photos etc as to capture customer’s attention and ensure their
connectivity with organization.
Staying Connected with Guests:
This has been evaluated by undertaking use of different social media modes entity can
create awareness among consumers. In this respective entity can provide them regular updates
related to events, special packages, new services, holiday hours and more to consumers. Four
seasons London by undertaking use of various social media platforms like Instagram, Facebook
and Twitter can inform their new and existing consumers related to regular update of
organization and can ensure significant benefit.
Provides Guests with Restaurant Updates:
Organization is required to stay connected with their consumers on regular basis. In this
social media proves to be an effective way with the assistance of which Four Season can ensure
continuous and regular communication with customers. This also aid entity to stay in touch with
8

their guest and formulate personal connections with them. It has been identified that nowadays
large number population around the globe use different social media platform and spend most of
their time on them. Thus, Four Seasons London by undertaking use of this can ensure
maximization in their profitability at great extent.
Related Risk
Social media is a transparent platform that allows consumers to share their voice freely
and give their opinions. Something if consumer satisfied with the services of organization then
they post negative reviews that can further lead towards damaging brand image of entity in
marketplace. However social media is an effective platform for both consumers and organization
but sometime this can cause huge problem for entities. As it has identified that sometime of
consumers are not satisfied or unhappy with product and services of company then they directly
post grievances on social media without firstly informing to related entity. This creates distaste
among other customer in marketplace (Breda, Pacheco and Dinis, 2019). In addition to this also
lead towards decreasing followers on website page of organization. Thus, it has been determined
that social media sometime proves to be a dangerous platform for organization as it is having
capability to affect profitability of company. Apart from this, there are trolls who get paid with
the motive to damage business successful image and lower down their goodwill ratio in
marketplace.
Thus, it is important for an organization to effectively understand negative as well as
positive expect of social media and take strategies to overcome them in order to ensure long-term
sustainability in marketplace. There are some certain risk that is related to social media that can
significantly impact upon profitability and productivity of hotel. In this Four Seasons London by
undertaking use of strategic plan and measure can overcome issue. For instance hotel require
undertaking regular consumer feedback to solve their queries by ensuring their availability in
24/7. Along with this by engaging consumers in initiatives like online sample survey proves to
be an effective method through which Four Season London can evaluate actual problems and can
serve their customers with best. With the help of this entity can effectively overcome those issues
and time effective manner. By designing strategies and offering 24/ 7 services also aid entity to
strength and their relationship with consumers and can further increase their loyalty towards
hotel. This has determined that by undertaking use of paid advertisement Four Seasons can make
significantly make their visibility in marketplace.
9

According to the evaluation it has been signified that social media is an efficient way
through which organization can make maximum increase in the overall base of consumers and
can ensure high growth and success in respective industrial sector. In addition to this as to ensure
long-term sustainability Four Seasons London must ensure that they a implement strategies and
measures to overcome risk that are related to social media, as it is having high capability to affect
send brand image in respective marketplace. By taking assistance of effective strategies and
measures Four Seasons London can not only satisfy consumers with high quality services but can
also increase overall profitability of organization that can further lead them to ensure the long
term sustainability in hospitality sector.
CONCLUSION
As per the above mentioned report it has been concluded that there are different type of
emerging trends that are prevailing in hospitality sector which is essential for entity business
operations to undertake. With the help of this entity can effectively fulfil needs and demand of
consumers in an effective manner and can ensure more competitive advancements. It has been
analyzed that social media is one of the most important emerging trend in respective sector with
the advantage of which company can attract attention of customers from all around the world. It
increases their presence in international market place that maximizes their overall profitability
and productivity. With the application of appropriate leadership style, organization responsibility
and corporate social responsibility, entity can deliver benefits in community in an effective
manner. It further helps company to ensure maximum profitable advantages.
10

REFERENCES
Books and Journals
Sanjeev, G.M. and Birdie, A.K., 2019. The tourism and hospitality industry in India: emerging
issues for the next decade. Worldwide Hospitality and Tourism Themes.
Breda, Z., Pacheco, C. and Dinis, G., 2019. FUTURE TRENDS IN THE HOSPITALITY
INDUSTRY: AN ANALYSIS FROM THE CONSUMERS'POINT OF VIEW. Tourism
in South East Europe.... 5. pp.139-162.
DEEPEKA, S. and NARAYANAN, M.B., 2019. EMERGING TRENDS IN SERVICE
APARTMENT INDUSTRY–CHENNAI SCENARIO. BRAND: SCULPTING
CORPORATE IDENTITY, p.31.
Kulshreshtha, S. and Kulshrestha, R., 2019. The emerging importance of “homestays” in the
Indian hospitality sector. Worldwide Hospitality and Tourism Themes.
Prathyusha, B., 2019. Emerging trends in recruitment and selection in India. International
Journal of Management, IT and Engineering. 9(3). pp.42-47.
Muda, Z., Jamil, D.M., Jamil, N.H.A. and Zulkiply, S.F., 2019. Islamic Tourism: Emerging
Trends, Challenges, and Opportunities in Tourism Industry of Malaysia.
In Contemporary Management and Science Issues in the Halal Industry (pp. 303-317).
Springer, Singapore.
Vij, M., 2019. The emerging importance of risk management and enterprise risk management
strategies in the Indian hospitality industry. Worldwide Hospitality and Tourism Themes.
Sarkar, S.K. and George, B., 2019. Patterns of tourism and Hospitality education in India and
Malaysia: A critical Reflection. In Tourism education and Asia (pp. 227-242). Springer,
Singapore.
Xie, C., 2019. A Systematic Analysis of the Financial Competencies in the Hospitality Industry:
Does it Reflect on Students' Financial Literacy?.
Penela, D., Morais, A.I. and Gregory, A., 2019. An analytical inquiry on timeshare research: a
continuously growing segment in the hospitality industry. International Journal of
Hospitality Management, 76, pp.132-151.
Amoako, G.K., Kutu-Adu, S.G., Caesar, L.D. and Neequaye, E., 2019. Relationship Marketing
and Repurchase Intention in Ghana’s Hospitality Industry: An Empirical Examination of
Trust and Commitment. Journal of Relationship Marketing, 18(2), pp.77-107.
Chakma, S., Chakma, G. and Nani, N.C., 2019. Growth of Tourism and Hospitality Industry:
Impact on Environment and Demographic Trend of Chittagong Hill Tracts. Asian Journal
of Economics, Business and Accounting, pp.1-8.
Kasemsap, K., 2020. Facilitating hospitality and tourism management in global business.
In Foreign Direct Investments: Concepts, Methodologies, Tools, and Applications (pp.
1314-1337). IGI Global.
Guillet, B.D., Pavesi, A., Hsu, C.H. and Weber, K., 2019. Is there such thing as feminine
leadership? Being a leader and not a man in the hospitality industry. International
Journal of Contemporary Hospitality Management.
Bagnaresi, D., Barbini, F.M. and Battilani, P., 2019. Organizational change in the hospitality
industry: The change drivers in a longitudinal analysis. Business History, pp.1-22.
11