Analyzing Leadership, CSR, and Social Media in Hospitality

This report critically analyzes emerging trends in the hospitality industry, focusing on leadership styles within the Intercontinental Hotel Groups. It evaluates the application of different leadership approaches, such as autocratic, democratic, laissez-faire, coach-style, strategic, transactional, transformational, and bureaucratic, ultimately advocating for a coach-style leadership. The report assesses the role of organizational responsibility and responsible leadership in shaping corporate leadership systems, emphasizing budget management, customer service, departmental coordination, and maintenance supervision. Furthermore, it examines how corporate social responsibility (CSR) initiatives, including environmental sustainability and community engagement, deliver benefits to the organization. Finally, the report judges the benefits and risks associated with social media usage, highlighting its impact on marketing and customer engagement.

Emerging trends in the
hospitality industry

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Critically analyse and apply an appropriate leadership style for your chosen hospitality
organisation............................................................................................................................1
Critically asses how organisation responsibility and responsible leadership leads to corporate
leadership systems..................................................................................................................4
Critically evaluate how corporate social responsibility (CSR) delivers benefits to your chosen
organisation............................................................................................................................6
Critically judge the benefits of social media and its related risk which could affect your
chosen organisation................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The emerging trends in the hospitality industry reflects the different advanced approach
that could be used by the hospitality sector businesses to provides the superior services to their
clients or customers. There are the diversified ranges of services in which the hospitality industry
works in that are as hotels, personalisation, food and beverages, event management, robots that
provide the most luxuries experience to their visitors. The requirements of the visitors will keep
on changing as per the different advancement that has been adopted by the hospitality industry.
Thus all the different companies must have follow that trends in order to achieve the better
success as compare to their rivals (Arasli, 2020). The demand of the customer must have been
the desire of them to get the security check, continuation of healthy diet, vigorous food and
drinks, sports, gym and many other as well. The emerging trends in the hospitality are to provide
the sustainability to the customers, equilibrium lodging option, travelling and tourism etc. It is
the report that is based on the Intercontinental hotel groups and it is the hospitality business of
British multinational and it’s headquarter is situated in Denham, Buckinghamshire, England, and
UK. This report includes the various styles of leadership that has been chosen by the business,
the corporate system leadership that brings advantage in the company, CSR that is beneficial for
the business and the advantage and risk that is associated with the social media.
MAIN BODY
Critically analyse and apply an appropriate leadership style for your chosen hospitality
organisation
The leadership style refers to the different methods that have been chosen by the leaders to
provide the adequate guidance to the other team members. It reflects the approach that is used by
the leaders to get influence the behaviour of the other members of the group or the team as well.
It is used to improvise the working standard of the employees by which it directly emphasis the
performance of them and it is more beneficial for the business as well. The leadership style used
to get make the effective implmenetaion of the different plans that is applied to gain the better
profit (Baum, 2019). As from this style the employee will get motivated and performs their work
with more zeal and it brings the positive change within the business by which they could attain
their goals in timely manner. To know more about the leaders the Intercontinental hotel groups
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analyse the different approach of the leaders. There are some various styles of the leadership that
are as follows as:
Autocratic leadership: It is the leadership style that has rare effect in the company as it is
completely adverse of democratic leadership. These are the leaders that are more certain as per
their own decision and never take advice from any other members of the team. For example the
company must decide to get make the shift in the working hours of the entire employee but the
company didn’t take that because autocratic must stinks that decision. It is more favour for the
employee as they are free from their basic needs as it helps to retain the employees (Boella,
2019).
Democratic leadership: It is the leadership style that has common effect in the business
as they take the different decision for the welfare of the team. They must induce that all the
employees were treated equally and the decision must be in the favour of each and every
individual that are linked within the particular team. They must take the advice from all but
always move forward with their own mentality and analyse the different situation on their own
style. It is the style that is more effective as the employees that are in lower level must have gain
better position within the company after the certain period of time. For example the democratic
leadership gave some advice in the board meetings for the betterment of the business (Shereni,
2019).
Laissez- Faire leadership: In this the leaders are sometime be effective and it is more
like the persistent style. It is the term that means as “let them do" in which leader provide equal
authority to all the members. For example, these leaders empower the participation level of the
employees by which they could enhance the working efficiency of the employee that build more
trust and commitment of employees.
Coach-style leadership: It is the leadership style that is more commonly used within the
business as the coach is the one that provide the space the employee by which they could
enhance their skills and ability. These are the leader that could identify the skills of each
individual and apply different technique to get collective result from the team. They will sharpen
the interpersonal skills of them and always believe that the team will achieve its goals if different
skills member are there in the team (Dogru, 2019). They always take the decision that is in the
favour of each and every member of the team. It is more likely as the strategic and demographic
leadership style by which the working rate to the employee will get emphasised.
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Strategic leadership: It is more common effective style of leader as in this they could
take several decisions by making the appropriate strategy that is in the favour of the company.
They could take the steps by analysing the overall situation of the business and generate more
opportunity for the employees by which their performance will get more developed (Goh, 2019).
They always ensure that business gains the profit and employee always work with more free
nature as they didn’t have any burden or pressure that supports to maintain the stability within
the business.
` Transactional leadership: It is the leadership style that has sometime effective outcome
within the business and they take the decision that is in the favour of the company. These leaders
provide the recognition to the employee on the basis of their working performance and in return
provide the bonus or promotion in order to motivate the employees. They provide the accurate
plan to the employee by which they get more relativity with the leaders. They could generate the
responsible nature within the employees by which they working style of the employee will get
changed. These leaders provide the incentive to the employee in order to get motivate them and
it induce fluency in the work (Segovia Pérez, 2019).
Transformational leadership: It is the style that could be more effective within the
company and in this the leaders always try to get transform the ability of the employees. The
leaders provide the adequate path to the employee and they could follow that to achieve success
in their own life as well. It is more relative approach as the task is allocated to the employee with
the appropriate deadline that helps to attain the goal with more sufficiency. It is the style that
pushes forward the ability of the employee and gets them out from their comfort areas by which
they could diversify the range of themselves. In this the couch will be provided to the employee
by which employee could recognise their capability in easiest manner.
Bureaucratic leadership: It is the rarest style of leadership in which the leadership has
use the practical approach or the bookish skills to get connect with the employees. They never
take any acceptance from the employees but always behave and react for the benefit of the
company (Hemanth, 2019). It is more traditional approach that could get accepted by the today’s
scenario. They never try to get bring the innovation as because for them everything must be keep
gain as what it is exactly as they never induce any change and work with the same criteria.
The Intercontinental hotel groups must use the coach style leadership approach for their
hotel because they could work with the employee that is working in different department. They
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always need the employees that are more experienced and knowledgeable by which they could
perform their work with more zeal and by this hotel get better benefits. It is the approach in
which the individual skills will get sharpen and there is no pressure on the employee to get
behave like others. They believe the individual has limited skills but they are more experienced
in that particular area (Hight, 2019). It is the skills in which the leader works with the long term
awareness and has better focus to accomplish goals in timely manner. In this all the employee
works as the team and it is more balanced style in which the effective communication will be
applicable that is in the more helpful for the success of the Intercontinental hotel groups.
Critically asses how organisation responsibility and responsible leadership leads to corporate
leadership systems
There are some of diversifies range of responsibilities that has been taken by the
hospitality industry as same Intercontinental hotel groups perform and some of them are as
defined below as:
Managing budgets: It is the major responsibility that could be much needed to get
achieved and it is dealt by controlling the expenditure and the marketing approaches as well. The
marketing department perform different activities by which the hotel must always be in the
highlight of the market and by this more and more people could know more about the hotel
services in easiest manner. It is more important that market much have that much knowledge
about the hotel and that is provided from the marketing of the hotel. It helps to generate the
higher revenue and more profit share by which the brand value and belief will get transferred in
the market (Hughes, 2018). On the other hand the financial report must get managed with more
proper manner in which there is the control on each of the expenditure that are mostly get
allocated in appropriate manner by which the access of funds will always get maintained.
Customer service: The customers are the major preference of the hotel and with that
they could try to impart the better experience to the customers by which they get more
connectivity within the hotels. It the customer get better experience then they came again and
again in the hotel and that is more helpful for the hotel. It imparts the belief in the customers that
they are more superior for the Intercontinental hotel groups. In this all the department perform
their work with more easiness as housekeeping ensures that everything is more clear and clean
while the front desk welcomes the customers with more patience and calmness. The hotel must
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manages the complaints of the customers and collect their feedback in order to provide more
clarity to them.
Coordinating departmental task: It is the department that is controlled by the assistant
manager and they will ensure that 4each department performs their function with more collective
efforts and the integrated approach helps the customers by which they get better facilities in
timely manner (Kim, 2018). In this they uses the communication by which more clarity will be
induce in all the department by which the work will get performed with more smoothness. They
also understand their responsibility with more accuracy and perform the task with better work
will be done with less partiality.
Supervising maintenance: It includes the different department that provides the security
service and the ground services as well by which they could imparts better safety and security to
the customers. They must ensure that visitors get more balanced surround by which they could
manage the requirement of the customer in an easiest and simplest manner. The security ensures
that customer must get safe from all the thefts and the ground must ensure that the property of
the customers must get safe.
Overseeing food and beverages: It is the responsibility of the Intercontinental hotel
groups in which they could provide the healthiest and wealthy foods and services to the
customers by which they get more connect with the hotel.
The leadership style must have more responsibilities and by that they could get make the
effective connection with the stakeholders for examples as like customers, governance,
employees, staff, investor and many other as well (Kim, 2018). By this all the people shared the
clear vision and mission of the company my which it is more helpful for the Intercontinental
hotel groups in which the ability and values of the hotel will get transferred in the market. There
is the responsibility of the leadership and that are as explained below as:
 The leaders must provide the adequate judgements to the Intercontinental hotel groups by
which the working ethic and the value of the hotel will get developed by the employees
and the working staff that is more relative to the customer’s belief. In this the appropriate
knowledge and information will be provided to the employee by whom they felt
themselves more relative with the hotel. .
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 The leader helps to bring the clear image and value of the Intercontinental hotel groups in
front of the employee and the customer that furthermore imparts the positive change in
the business.
 The leader must emphasis the employee engagement as it enhances the participation level
of the employees that helps the Intercontinental hotel groups to achieve its long term
objective with more easiness. They must easily induce all the advancement and
innovation within the hotel by making the collective result from all the employees.
The different leaders must make the accurate vision of the Intercontinental hotel groups in
front of the employees to get manage the different operation of the hotel in easiest manner. There
is the major role of the leader by which the hotel gave the tough completion to their competitors
and gains the aggressive advantage by putting their collective efforts (Lei, 2020). The leadership
style brings a lot of advantage within the business by which the effective change will be induced
within the hotel by which more employee and large number of customer get attracted towards the
services of the hotel. It induces the beneficiary outcomes in which the most suitable services will
be provided that enhances the satisfaction level of the customers and it helps to gain the
successful profit with more sales.
Critically evaluate how corporate social responsibility (CSR) delivers benefits to your chosen
organisation
Corporate social responsibility refers (CSR) shows the contribution of the company that
has been done for the welfare o f the society and it is done for the cause of charity. As the
companies will gain the profit by getting influencing the customers by which they could uses
their services and thus the same will be done by the companies as well as they will contribute
some amount of their profit in order to develop the society. It is the form through which the
living standard of the local people will get enhanced and by this they become more likely. It is
the due that is performed by the companies as by which they could perform their responsibilities
for the society by which they could develop the different sources for the easy usage of the public.
It has been performed by the Intercontinental hotel groups as well that there are some benefits as
well of the CSR activities that are as defined follows as:
Improved quality of life and changed habits: In this the companies will make a plan to
gave revert to the society by which they could improvised the living abilities of the society by
which they could have in easy reach with the necessary and the needed resources (Moore, 2018).
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It brings the advancement in the society by which they could live the better and the easiest life in
which they get fulfilled their needed and basic requirements that up-raises the overall standard of
the society. Intercontinental hotel group’s emphasis their market value and it also help to make
the better relation with the public as well. In this they will contribute some small percentage of
their profit to the society. They have made the contribution while sponsoring the funds for the
free courses that will develop the infrastructure of the humanity as in the education or the
institute that provides the education related to the hotel management or about the hospitality.
Generation of wealth and employment: The Intercontinental hotel group provides the
wealth generation to the particular region and for some certain region. For example, as from
their contribution in the education field the students get learned more about hospitality then they
will get select them for their own hotel and provide them particular platform from where they
could achieve their goals and live the better life ahead (Pestana, 2019). It enhances the
employment rate of the country and on the other hand the life of a particular family will get more
developed.
There are some different benefits that has been gained by the intercontinental hotel
groups and that are as discussed below as:
Creation of goodwill: The CSR activities build the trust and believe in the public and it
develops the better brand image and values in the market. It will generate the goodwill of the
company that helps to generate better growth within the certain period of time. It helps to spread
more awareness about the hotel and their services through which large number of people gets
connect themselves with the hotel (Seal, 2019) .
Profit and growth: The image of the Intercontinental hotel group is more important and
for that they could achieve more success in their business. The goodwill will get developed by
making the contribution for the social cause and that attach more people towards them. By
providing the quality services they could develop the performed even more and gains better
profit.
Competitive edge: The Intercontinental hotel group also get the benefit of CSR as they
could gain the advantage from their competitors as well by make strong connection with the
larger number of gathering and by these they placed themselves in the heart of a lot of people
(Peters, 2018).
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It is more helpful for the wider community prospects as well and that benefits of
Intercontinental hotel group are as follows as
 It brings the ethical advancement as well that has positive response for the
Intercontinental hotel group and it emphasis the more values of the hotel.
 It is also be more supportive for the business that Intercontinental hotel group make the
voluntary contribution and that shows that their decision will be taken by themselves only
not by any forces thus they make strong connection with the society.
 They compasses the development and it is personal as well as professional too as the
Intercontinental hotel group knows their responsibilities and fulfil them with more
compassion that shows that they wants the better development of the society and it is in
the favoured of the business (Rhou, 2020).
Critically judge the benefits of social media and its related risk which could affect your chosen
organisation
The hospitality industry must uses the social media platform in order to get make the
better and strong connection with the society and by this they could easily transferred their
information to the larger number of public. The Intercontinental hotel group will also provide the
relative information about the different services of them to the customer by which they get use
that offer. They also collect the feedback as well by which they could make the better interaction
and resolved the different issues that has been generated on normal basis. Intercontinental hotel
group must uses the Face book, search engines, twitter, portals, YouTube and many other
platform in terms of social media gathering. Thus there are some of the risk and the benefits that
have been generated with the parallel usage of social media.
On the other hand there are some benefits as well that has been gained by Intercontinental
hotel group from the usage of social media and that are as follows as:
BENEFIT 1: It helps to get in interaction with a lot of customers with the limited period
of time and it enlarges the capability of the Intercontinental hotel group. In this they could make
the connection with those as well that are not in the range of the hotel (Sandeep, 2019). The
Intercontinental hotel group could connect with more than thousands of customers and provide
them relative information about their services. The customers or the visitors also get to know
more of the certain information about the hotel and make their visit as per their convenience.
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BENEFIT 2: It also helps to make the loyal customer base from all across the globe and
in this Intercontinental hotel group could transfers their value for the wider graph. They will
share the best of photos and video of their services and cuisine that are shared by them. They
could promote their services and transfer the better message in the world about their services and
it inserts more transparency in the hotel that helps to make the long term sustainability.
BENEFIT 3: The Intercontinental hotel group increases the retention rate of the
customer and attract the large number of visitors and for that they also uses the email marketing
and send a mail to their loyal customer about the different advancement that is induced within
the business. It is also known as the dynamic approach in which they also collect the awareness
in the market about their services (Sanjeev, 2019).
There are some risks that are generated with the social media and Intercontinental hotel group
might face that and it is as below as:
RISK 1: As if customer didn’t feel good and have measure the bad experience then they
could mention their comments on the social media sites and it is not in the favoured of the hotel.
The socialism also provides the extra care to the society and by this they could have the
opportunity to share what they feel and present their review as well. To get solve that
Intercontinental hotel group will take that as the feedback and try to make the change in it by
which customers get satisfy. They will also make apology and offer the discount to the customer
by which the issue will get resolve with more calmness.
RISK 2: The Intercontinental hotel group didn’t being active in the social media
platforms and didn’t make the weekly updates by which people link will get break out. It is the
most common issues for the hospitality industry that they could update the page on continuous
basis by which the interest will remain balanced with the customers (Santeramo, 2018). Thus
they save their time by updating the information after a period of gap.
RISK 3: The hospitality industry will update the personal information rather than the
professional information that crosses the link in between the large number of people. Thus they
are not able to get connect with the people for the longer period of time. As they uses the
traditional approach and it is not worth in today’s scenarios where every one become more
modest. Thus they get attracted with the more modern style of marketing and it helps to grab the
attention of larger number of people. Thus in this Intercontinental hotel group provides the 80%
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information that is related to the info amatory while the rest 20% includes the promotional
activities.
These are the risk and benefits that are gained by the Intercontinental hotel group by
making the usage of social media (Santeramo, 2018). It helps to accomplish the better outcomes
with the collective efforts of all the different team that perform their work with more perfection.
CONCLUSION
It has been concluded from report that there are different emerging trend in the hospitality
industry and that all has been exerted by the advancement of the society and to match that
hospitality business also make imparts advancement in their business. They must use the couch
leadership style by which they could better influence the employee and perform the CSR
activities that resist the balance within the hotel. There are some different benefit if the social
media but with that there are some risk as well that will be managed by the hotels to preserve
security to the customers.
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REFERENCES
Books and Journals
Arasli, H. and et. al., 2020. Seasonal employee leadership in the hospitality industry: a scale
development. International Journal of Contemporary Hospitality Management.
Baum, T., 2019. Does the hospitality industry need or deserve talent?. International Journal of
Contemporary Hospitality Management.
Boella, M.J. and Goss-Turner, S., 2019. Human resource management in the hospitality
industry: A guide to best practice. Routledge.
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Tourism Management, 74, pp.1-11.
Goh, E. and Jie, F., 2019. To waste or not to waste: Exploring motivational factors of Generation
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Hemanth, D.J. and et. al., 2019. Emerging Trends in Computing and Expert Technology (Vol.
35). Springer Nature.
Hight, S.K. and et. al., 2019. Managers from “Hell” in the hospitality industry: How do
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Hughes, C., 2018. Ethical and legal issues in human resource development: Evolving roles and
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Kim, H.J. and Jeong, M., 2018. Research on hospitality and tourism education: Now and future.
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Santeramo, F.G. and et. Al., 2018. Emerging trends in European food, diets and food industry.
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Seal, P.P., 2019. Guest Retention Through Automation: An Analysis of Emerging Trends in
Hotels in Indian Sub-Continent. In Global Trends, Practices, and Challenges in
Contemporary Tourism and Hospitality Management (pp. 58-69). IGI Global.
Segovia-Pérez, M. and et. al., 2019. Incorporating a gender approach in the hospitality industry:
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