Emerging Trends in the Hospitality Industry

This document discusses the emerging trends in the hospitality industry and their impact on business growth and profitability. It also explores different approaches to leadership with emphasis on the specialist areas. The document further delves into the organizational responsibilities and the importance of responsible leadership in the hospitality sector. The example of Thomas Cook is used to illustrate these concepts.

Emerging Trends in
the Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1 ............................................................................................................................................4
Strategically analyse different approaches to leadership with emphasis in the specialist areas. 4
TASK 2 ...........................................................................................................................................7
Organisational responsibilities and responsible leadership....................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Tourist are the one of the important factor while discussing about the economy of the
country. This sector helps in providing growth to the conomy of country. So, many companies
introduce themselves in this sector and start doing theior business. This helps in providing
quality service to the customers because there is a large number of competitors in the market.
Competition level is high that's why companies have to provide quality service to their clients
which helps in attracting large number of target customers towards them for arranging a holiday
package (Shaheen and Cohen, 2013). Many organisations have adopted many strategies in this
concern. There are mant trends which are introduced by the companies so, that they can increase
their business growth as well as their profit. Along with that these new trends also helps in
expansion of business. Business entities start providing discount vouchers, using technology and
many other equipments which are beneficial for them.
A hospitality sector have its structure on which its run business with the help of
performing some activities. These actiovities are generally help in attracting target customers.
These activities include their stratgies, plans, policies which helps them in their business.
Companies use technology like by booking with some apps, websites they provide
discount to their target customers which helps in influence many customers. Present report is
based on these terms (Chen and et. al., 2012). Organisation have some responsiblities towars
their customer that they have to provide quality service which helps in completing the demand.
Also they need a leader which helps them in showing path and way for their business growth.
There are many strategies are also discussed which helps an organisation in its expansion. All
such things are discussed with the help of using an example of thomas cook, which is generally a
known term in this hospitality sector. In this assignment all the factors which are included in the
hospitality business are discussed in details.
TASK1
Strategically analyse different approaches to leadership with emphasis in the specialist areas
Leadership is the ability of make control over the others and to influence the others to
achieve targeted goals. Leadership play very important role in understanding the feeling of group
of people. Thomas cook organisation which is providing service in hospitality sector has a good
leader because it is very important for the leader to give satisfaction to their customer by

showing good leadership and leader is the one who can turn organisation to the growth oriented
way.
Leader must have effective power so that can make control or influence the others,
leadership requires quality that present organisation status in growth oriented way (Mair and
Whitford, 2013). There are five main Approaches of leadership:
Traits approach: According to this approach leadership behaviour requires some quality
that a leader must have to make effective leadership. Leadership behaviour requires some quality
in a person. Leader must have good family background, education and general behavioural
knowledge like how to behave with other as some of the customer in hospitality sector come
from different different culture, different society so it is a good character for the leader to behave
with them as suitable to them.
 Number of qualities are required to have in good leader as:
 Good personality
 Ability to take quick decision
 Physically fit
 Effective voice to influence others
 Reliability
 Quality of character
 Intelligence level
These qualities exist in a leader by birth and some of these quality exist after birth when a
person becomes effective time to time.
Weakness of Traits theory:
This theory is widely accepted for long period of time. It says different leader have
different different quality and weakness but sometime list of traits make confusion among the
others.
Behavioural Approach: The main element of this theory is behaviour, how leader
behaves with their worker and their customer. This approach develops the quality to deal with
their followers (Chen, Dubin and Kim, 2014). It consists:
 Effective communication and standard as what you expect from the others and their
followers.
 Engage others in strategy made for the effective leadership.

 Fulfil the demands and desires of their subordinate.
 Recognise the staff achievement.
 Make a effective communicate with their staff regarding what leader actually want. Use caring approaches to teach the staff regarding their work profile.
Transformational and Transactional leadership: It is considered as transactional
leadership behaviour. It does not replace day to day practices of leadership. Transformational
leadership adds value addition to the transactional leadership. It makes future oriented goal and
provide a way to achieve them. It adds the style of leadership to the leader.
Research Support for transformational leadership:
 It is impressive leadership quality. It is not necessary that it will always be beneficial. It
will be beneficial when leader consider:
 when staff has a values and positive attitude toward the work.
 Certainty to the work that leader has assigned to their team.
Situationist Approach of leadership: This theory tells about the situational behaviour
which generally affected by the situation where the work is done. This Approach work on the
quality of leader that at every situation how leader deals (Adogame, 2013.). This approach
follows that traits makes help only to become effective leader and to grow as effective leader. It
says that leader and co worker have strong relationship and they interaction exist between them.
The workers are ready to cooperate with the leader only when leader can provide them
satisfaction and fulfil their needs and wants as per the situation.
Follower approach: It is the combination of several other theory and approaches. It tells
that sub ordinate and worker will follow the rules, guideline of their leader only when leader will
focus on the demands and satisfaction level of their co worker. This approach tells about the
following the guidelines of the leader and it is possible when leader have Good personality,
ability to take quick decision, physically fit, effective voice to influence others,reliability, quality
of character, intelligence level to attract the others.
System Approach: It provides framework in general organism. It does not focus on
specific task and does not make impact on productivity. Changes in environmental function
affects the organisation. it focus on changes and shows how such changes can affect
organisational structure and stakeholder of the organisation. It provides the data about how one

framework affects the others and shows the relationship with the goals. It tells about the
expectation in future (Line and Runyan, 2012.).
Appreciation of Multi cultural context in Thomas cook:
Multicultural means the combination of two or more different different culture or the
people coming from different culture. There may be difference in regard of language, cultural
background, different values, tradition, different history and different attitudes. Culture shows
how we see the world and express ourself. Thomas cook organisation is providing their services
in hospitality sector have a effective leader who can deal with their customer coming from
different different culture.
Thomas cook follows different approaches to take a stand in the market for providing
better services it provides not only hospitality services but also better treatment to their client.
But when cultural difference persist in an organisation then the organisation can't lead in growth
oriented way and it create hindrance in the mind of the client or customer and makes partnership
ineffective.
Multicultural collaboration is important because of the following factors:
 It creates common interest among the people, not differences
 It helps to make effective communication with others.
 It provides equal treatment to people, no differences are there.
 It provide better services to the client so that they attract toward the organisation.
 To provide better services to the people and increase the level of satisfaction among the
client.
When an organisation provides services to other on the ground of multicultural basis then
it makes the organisation's performance well and increase the level of goodwill in the market so
that people get attract toward the organisation and this phase makes the organisation successful
and held to earn more and more profit as well increase the productivity of the organisation
(Einsiedel Jr, 2013). Thomas cook industry follows all the Approaches to establish effective
multicultural system.

TASK 2
Organisational responsibilities and responsible leadership
Organisational responsibilities- The duties and responsibility that has to be done and
followed by the members or the stakeholders of the organisation any how is an organisational
responsibility. The responsibilities that should be followed by the organisation are as-
Corporate ethics- Thomas cook firm has to know what is right and what is wrong, what is
good and what is not good for the organisation. The organisation has to make correct choice of
the alternatives. It can be identified easily if any unethical task get done by any one.
Corporate social responsibilities- The firms another major responsibility is to deliver the
best development benefits to the customers economically, socially and environmentally.
Managing plans- It is the responsibility of the organisation to manage the plans and the
strategies and also prevent them (Kapiki, 2012). Managing the behaviours of the workforce.
Legal responsibilities-
1. Quality of care
2. Safety and health care
 Corporate sustainability- This organisational responsibility helps in creating long term
customers and create value to the employees.
 Senior level of management- High quality is very essential safety aspects should be
considered.
 Risk assessment actions should be the responsibility that has to be fulfilled.
 Enhancing the reputation of the organisation.
 Its the responsibility of the organisation to plan opportunities for the employees to retain
the employees. Try to lower the rate of the manpower turnovers.
All these responsibilities should be followed in Thomas cook so as to sustain in the
competitive market and also to meet the challenges of the market. Customer as well as the man
power working in the organisation and all the related stakeholders should be satisfied and they
should get the benefits by the organisation. As there are some responsibilities of the organisation
towards the customer and the society that too has to be fulfilled. What all activity is done by
Thomas cook should not hamper any of the social, environmental and cultural values.

Responsible leadership- Leadership is an act of making the things done by the people
against their interest and making the situation where the employees willingly do the given task.
Leader is person who has a lot of responsibility which must be followed and he/she has to make
it follow by his/her subordinates (Guillet, Zhang and Gao, 2011).
The task is very difficult of a leader has because there are many challenges that he/she
has to face while leading the team. He has to keep in and every aspect of the organisation as well
as he need to look out the employees working under him.
Responsibility that a leader has to do are as follows-
 Motivating
 Communicate
 Building trust
 Optimum utilisation of the resources
 Managing the changes
 Solving problems
 Accountability
 Correcting
 Mentoring
 Creating healthy environment.
Hospitality industry is basically offering all the services and to cater those services the
man force working in the organisation must have the will and courage to meet up the challenges
that come across.
Costumers are the king and they want to be get treated like god. So for serving them the
work force have to be very patient and listen to what is been told, but many a times they get
diverted from their task so a leader is needed to tackle them
In Thomas cook the employees doing same task get bored of that so the leader has to
make a situation where they can work with good mood (Rogerson, 2011). Motivating the
employees by telling them n making them understand the need and requirements of the
organisation. Poking them again and again and make their own priorities with the organisation,
also provide them benefits related to their task.

Proper communication must be there between the leader and the subordinates as because
if any of the major things are not communicated with them might create big problems as because
each and every person's contribution helps in the successful achievement of the organisational
goals.
A leader in many cases has to help the people working under them because with out
proper guidance they can not perform the task correctly. They sometimes does not understand
the things so it is leader's responsibility to make them understand the work.
Many problems arise between the employees in task in team there are chances where
conflicts get arise and there is the role of leader comes and being a good and qualitative leader its
his/her duties to resolve it out.
What all resources are there in the organisation must be utilised effectively and
efficiently. There should not be any wastage. Each and every resource that is in the organisation
should be allotted very carefully and usefully with out any wastage.
Trust factor should be present among the employees. The leader should create a good
image and should act supporting to the people working under him/her. If in case any worker is in
trouble but because of lack in confidence and trust he will not share to the leader which will
ultimately affect the work of the organisation (Schuckert, Liu and Law, 2015). A leader must
monitor the working of the workers and suggest and should give guidance to them, so that the
work of the hospitality sector get good effective results.
Our firms is growing by following these organisational and good leadership
responsibilities. As we have focused on these aspects competition level is growing and in many
other sectors are trying to over coming the challenges.
In private sector the organisational responsibilities are now considered mos as because
the need is generating in the market and to attain those needs it is very necessary to frame some
effective and useful responsibilities in the organisation. Public sector firms are very organised
and their rules and policies are very rigid compared to the other sectors. So as per the needs of
the current scenario it is very necessary to follow the trends of the market. By implementing the
responsibilities and the organisational principal in Thomas cook the Sustainability of these
sectors get a big threat and are running behind the old strategies instead of making the new
policies and not allotting the correct form of responsibilities and duties to the employees.

Third sector institutions are those who are neither private sector nor public sectors they
are also known as non profit organisation such as ngo's (Mok, Sparks and Kadampully, 2013).
They are also getting into proper management planning and proper allocation of duties and
responsibility to the concerning authority.
CONCLUSION
It is concluded from the above mentioned report that in any businesss leader is
compulsory for shopwing a right path. Also, how business activities can play an significant role
in attracting target customers for business with the help of maintaining stratgies for an
organisation. Hence, it can be said that for a success of any hospitality business customers
attraction is compulsory.

REFERENCES
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Online

Emerging Markets and Trends: Where are the Next Frontiers?. 2017. [Online]. Available
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trends-where-are-the-next-frontiers>. [Accessed on 4th April 2017].
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