Analysis of Leadership in the Hospitality Industry: Emerging Trends

This report examines leadership within the hospitality industry, focusing on Marriott International as a case study. It delves into various leadership theories, including democratic, servant, and situational leadership, evaluating their applicability and benefits. The report explores organizational responsibility, emphasizing how responsible leadership contributes to corporate leadership systems, fostering competitive advantages. Furthermore, it analyzes the benefits of Corporate Social Responsibility (CSR) and the impact of social media, including associated risks and mitigation strategies. The analysis covers long-term organizational goals, employee engagement, decision-making, and the evolving relationships between hospitality companies, society, and government, all within the context of ethical guidelines and corporate social responsibility.

Emerging Trends In the Hospitality
Industry

Table of Content
INTRODUCTION ..........................................................................................................................3
LO1..................................................................................................................................................3
1. Leadership theories and their justification of choice............................................................3
LO2..................................................................................................................................................6
2. Ways in which organization responsibility and responsible leadership leads to corporate
leadership system to facilitate the competitive advantages.......................................................6
LO3..................................................................................................................................................8
3. Benefits from the Corporate social responsibility (CSR)......................................................8
LO4................................................................................................................................................10
4. benefits from the social media and risk attached with it and strategies to overcome from
those risk...................................................................................................................................10
CONCLSUION..............................................................................................................................12
REFERANCESS............................................................................................................................13

INTRODUCTION
Hospitality is an industry that includes restaurants, hotels, casinos, amusement parks,
events, cruises, entertainment, and other tourism-related services. As such, this industry isn't just
important to businesses, but also to customers, employees, and economies. Increased emphasis
on health and well-being. In addition to healthy food options, growing trends include lighting
that energizes, air purification, yoga spaces, in-room exercise equipment and even vitamin-
infused shower water. Currently Wellness tourism is estimated as a $563 billion industry.
Marriott International, Inc (Zhou and Ki., 2018). is an American multinational diversified
hospitality company that manages and franchises a broad portfolio of hotels and related lodging
facilities. This report includes topics such as understanding of the area in detailed manner which
assesses the various types of approaches in leadership with relevance of multi cultural aspects in
the industry of hospitality. Concept has been highlighted for the responsibility of organization
and responsibility of leadership in the implication of different sectors such as private, public and
third and their institutions. The evolving relationship that is of complex nature between other
companies operating in the sector of hospitality, society and government which are under ethical
guidelines and corporate social responsibilities. Other than this knowledge and understanding of
the key factors such as social media tools and approaches that are organizational with the help of
social media and the impact they leave on companies which are operating in the sector of
hospitality.
LO1
1. Leadership theories and their justification of choice
Hotel Marriott is one of the top hotel in whole hospitality industry, and they are working
on the international level, When any company work on the international level, and they are top
among the industry then the companies superiors have the huge responsibility to let their
business on the top (Witt and Stahl., 2016). It is important for the Hotel Marriott to have the
skillful leaders who can lead the employees who are working in the company toward the goals
and the objectives so company can be successful, and they can take competitive advantages. A
effective leader always stay with the teams and help- them to achieve the goals. They are also
an inspiration for the other team members, and they are an motivation of the group which
makes the companies vision into the reality for the company.

For the Good leadership, leader of the Hotel Marriott should have knowledge of the
leadership theories. Leadership theories help the leaders yo control the situation at the
workplace and Leadership theories seek to explain how and why certain people become leaders.
Such theories often focus on the characteristics of leaders, but some attempt to identify the
behaviors that people can adapt to improve their own leadership abilities in different situations.
Here are some theories which can help the leaders of the Hotel Marriott to handle the
situation at the ties, and they can show the effective leadership situation.
Democratic Leadership Theory
This is one of the top leadership theory which is helpful for the leaders of the Hotel
Marriott to create good trust among the companies employees and other staff. In this leadership
styles employees of the company take the participation in the companies lectureship where
they can give their suggestion, opinion and their ideas. The democratic leaders is charged
with the deciding who is in the group and how gets the contribution toward the companies
decision-making and This is one of the most successful leadership style which can be used by
the Hotel Marriott leaders (Turner and Baker., 2018). In this styles leaders communication
with the employees properly, and they treat them like their family members and also run some
of the activities which motivates the employees. Employees also get the higher responsibility, so
they can take the future responsibility and make their business successful for the Hotel
Marriott.
Servant leadership theory
This is one of the most popular theory and it is used buy many popular leaders in the
industry. In this leadership style leaders serve their loyalty and their opinion to the organization,
and they also interact with others . The authority figure intends to promote the well-being of
those who are around them and the servant leads will be involved in the individual
demonstrating the characteristics of the empty, listening, stewardship and the commitment to the
personal growth toward the others. This can be the best leadership style for the Hotel Marriott
leader, and they can use it to serve the other like their employees, company and the society
which will help to create name of the Hotels, and they can also make the good reputation
among the society.
Situational leadership style

This is top leadership approach which is used by the top leaders and this is most
effective but leaders should have the knowledge of the every leadership style to apply the
Situational leadership style. They should also have to build the leadership quality and all the
good leadership skills to apply this leadership theory on themselves (Odoom, Anning-Dorson
and Acheampong., 2017). This leadership style can be useful for the leaders in every kind f
situation which occurs at the workplace of the company. They change their leadership style
which can be perfect that times, and they will able to find the solution of the problem with the
help of this leadership style. Leaders of the Hotel Marriott can use this leadership style, so they
can control the situation at their workplace. For example - In the conflict situation at the
workplace democratic leadership style can be used by the leaders and some of the other
situation like to increase the performance of the employees get the good outcome for the
leader of the Hotel Marriott can use the Coach style leadership style in which they will able to
control the activity of the employees and lead them like their coach.
Justification and Recommendation
The leaders of the Hotel Marriott should use the democratic leadership style which can
be the best leadership style for them to lead their employees, and they can create good
relationship with their employees. This is because the workplace environment of the Hotel
Marriott is not proper, and they need to maintain the culture and environment of their
workplace. This will allow their employees to take the participation in the decision-making o
process and there they can also share their ideas and opinion. This will be good for the Hotel
Marriott because employees have good idea about the workplace a because they are working
at the workplace all the times, and they are involved with the every situation at the workplace
so company ca get the better idea. They can also provide the higher responsibility to the
employees, so they can inform the negative activities which is ruining the environment of the
Hotel Marriott company (Nisar, Prabhakar and Strakova., 2019). They can use this leadership
style to make their working environment better, and they can also find the skillful employees
who can take the higher responsibility in the future and hep the company to lead toward the
success in the business of the Hotel Marriott in the industry where they are operating their
business, and they can take the higher growth in the scale of this industry.

LO2
2. Ways in which organization responsibility and responsible leadership leads to corporate
leadership system to facilitate the competitive advantages
Leaders plays very essential roles to make the company top in the industry, and they
are reason behind the success of the company. A good leader can take the company to top but
the worst leader can lead the company toward the failure in the business which shows the
importance of the leadership in the company. They are some responsibility toward the
company, and they need to understand this responsibility to make their company successful.
Leaders of the Hotel Marriott is responsible to take the decisions for the company, and they
also have to look for the employee's motivation, and they have to lead them toward the
objectives and their goals to take this Hotel successful in the market. There are some of the
responsibilities of the leaders which lead the Hotel Marriott to take the competitive advantages
and make the good corporate leadership system within the companies workplace.
Ensure the long term organizational goals
Leaders of the Hotel Marriott focus on the long team goals for the long term success,
there are many factors which can put this company to the off track but the leaders of the
company stayed focus on the companies long term goals and work to provide success to the
Hotel Marriott (Miska and Mendenhall., 2018). They make the long team goals for the the
company and after making the on the goals they take the decision with the companies managers
that how they will gonna archive those set goals to get the success. They make s the proper
strategy and motivate their employees to achieve those goals and objectives and the leader of
the team control their activities and give them a proper directions. This helps the Hotel Marriott
to take the competitive advantages in the market, and they can show their presence in the market
where they are operating their business
Focus on the Big picture
Because boards prefer to operate at the micro level working on minor details and small
projects, you’ll have to work at refocusing them on larger strategic issues with abstract or
undefined results. This will take effort on your part, but if you don’t push them to do it, nobody
will be doing the board’s job. Leader of the Hotel Marriott show the vision to their team so
they can e clear that what they have to achieve for the business and how they will gonna a

achieve it, their work is to make the vision into the reality with the help of their effectiveness
and their skills.
Employees engagement
Employees engagement is necessary for the Hotel Marriott because without having good
relationship withing the employees they cannot create working environment fro the employees.
Leader of the Hotel Marriott has huge responsibility in the situations like the conflict situation
where they have to communicate with the employees and solve the problems. To take the good
relationship between the employees they listen to the both party and try to solve the problem
and solve their problem (Lee, Kim and Kim., 2018). They also run some practices like group
practices which they have to lead and this practices is beneficial because every employee can
change to make good relationship with each other, and they also understand each other and
make good relationship with each other. Communication with the employees also create good
relationship between the employees ad the leader so leaders of the Hotel Marriott used to
communicate with their employees and listen top their problems which create good relationship
between the leaders ad the employees of the company.
Decision making
Leader of the Hotel Marriott is also responsible for the decision-making process in the
company where they take the companies decision with the otter superiors of the company and
together they all discuss the upcoming opportunities for the company ad also make the strategies
to gain those opportunities so the Hotel Marriott can take the competitive advantages and show
their presence in the market. Leaders are the superior of the company so their participation is
necessary for the company in the decision-making process so company can have the useful
strategies which can help to overcome from the weakness of the company and convert their
weakness into their strength which can help them to stay strong in the market, and they can lead
company toward the success in the market where they are operating their business and abet to
gain there objectives and their business goals (Johnson, Ashoori and Lee., 2018).
Responsible to motivate employees
This is an responsibility of the companies leader to motivate their employees and a
good leader always inspiration for their team members. The leaders of the Hotel Marriott
company motivate the employees through their effective communication skills . When any of
their team member is demotivate, and they are not able to understand what to do the leaders of

the Hotel Marriott communicates with the employee and give them proper solution, so they
can be motivated. Employees motivation also increase the working efficiency of the
employees, and they can able to do their task more effectively and give their best to achieve the
goals and objectives f the company so company can take the competitive advantages in the
market.
Provide training to employees
' Leaders of the Hotel Marriott also provide the training to the employees, so they can
improve their task skills and do their work more better and effectively. This is an
responsibility of the leaders to monitor the efficiency of the employees and if there are any
employees is weak then they have to provide them training, so they can improve their skills and
employees can perform their task more better. This helps to make their employees more skillful
which can lead the Hotel Marriott to take the competitive advantage sin the market, and they can
use their skills to get the good hike in the market ad show their presence as the emerging
brand or the well recognized brand in the market.
LO3
3. Benefits from the Corporate social responsibility (CSR)
The Corporate social responsibility plays the essential role for the Hotel Marriott
company because it provides the benefits to the environment, society and company as well.
This also helps them to take the competitive advantages in the market where they are operating
their business (Demek And et.al., 2018). Here are some benefits of the corporate Social
responsibility (CSR)
Better brand reorganization
Hotel Marriott can recognize their brand name in the market through the CSR activities
for the society. If they will work for the society and the environment then it will helps to create
good image in the Hospitality industry and they will get the huge respect from the other brands
and not only from the brands, but they will also able to make the good image among the
customers and they can also gain their customers locality with the help of the Corporate social
responsibility. They can show their presence in the market, and they will also get the media
coverage in which they will get the free television promotion and their brand advertisement so it
will be better brand reorganization for the Hotel Marriott so they should run the CSR%
activities in market where they are operating their business. They can help the needy people

and contribute to the children, family and environment as well because this is their
responsibility toward the society,
Increase sales and the business reputation
Good charity work and the CRS activities from the Hotel Marriott will allow them to
gain the competitive advantages and this will also create good reputation of their business.
They can also gain the loyalty of the customers by contributing and understating the Corporate
social responsibility of their business toward the society. their sales will be increase, and they
will able to attract more customers because of the good reputation in the market (Anderson And
et.al., 2017). Customers will take the services from the Hotel Marriott they will also help this
company for the contribution and some of their profit amount will be used for the society
welfare and their better caring.
The ability to have positive impact in the community
keeping the social responsibility from of the mind in the companies superiors can
encourage their business to act as the ethically and to consider the social and the
environmental impact on the business of the Hotel Marriott company. In doing so the
company can avoid the mitigate detrimental impacts on their business on the community. IN
the some of the cases , company will able to find the ways to create the changes in their
services or the value chain which actually provide the some of the benefits to the whole
community or the society. Where they were not able to to provide any kind of value before.
This support public value
the public value is totally all about giving contribution toward the society. Helping the
people and making their life better deliver the public outcome by focusing o how the
services of the Hotel Marriott make the difference in the community or the society. This may
can happen indirectly , where the Hotel Marriott services enable the guest of the Hotel to
contribute to the community or the directly through their own activities. They can can share
some of the amount for the society welfare and when the guest will take the services from the
Hotel Marriott then it will also come in there mind that they are also contributing to the society
and their welfare indirectly (Miska and Mendenhall., 2018).
Professional and personal development
This helps to provide the employees of the Hotel Marriott with the opportunities to be
involved in the companies CSR activities which can help them to learn the new skills to the

staff. Which they can use within the companies workplace. By understanding the activities
outside of their usual work responsibilities , employees have the chance to give their
contribution to thee work and it can cause hat it might feel passionate about m or they can
earn something entirely something new which can helps enrich their own perspectives. By
supporting and contribution those activity's organization encourage growth and support for
the employees.
LO4
4. benefits from the social media and risk attached with it and strategies to overcome from
those risk
Social media has huge impact on the Hotel Marriott because they used to run their many
campaign on the social media which attract new customer to visit their hotel and take make
their holidays or the accommodation better. There are many benefits which can be useful for
the Hotel Marriott to take the competitive advantages. One of the benefits they have to promote
their brand on the social media and it is easy for the company to promote their company in the
social media because half of the world's population is using the social media which create
opportunity for the company to make new customers who can take their services and visit their
hotel (Alrowwad, Obeidat and Aqqad., 2017). The campaign run by the company can be
annualized by the company on the very social media platforms like Facebook, Instagram etc.
this makes easy for the company t6o analyze that how many people want to visit their hotels
and how many are interested to take the holidays. This makes easy for the Hotel Marriott to
attract customers and target the people who are searching for the Hotel.
Almost every celebrity has a account on the social media and company used to invite
them and they use them as the social media influences who promote their hotels ad share
their opinion about the Hotel Marriott ad their experience in the hotels. The followers of the
influences attract with the post, and they become the guest of the Hotel Marriott nearby their
area. One more benefit from the social media is that it helps to save the money and time both
because if the Hotel Marriott will promote their hotel on the TV or the Newspaper then they
have to pay 5 times more as compare to the social media and it also takes the times to get a
successful result but social media makes it easy and company can spend less money on the
social media and target the people who are interested and show their campaign to those people
who are searching for the Holiday trip a]or the Hotel to stay (Allen, Attoh and Gong., 2017).

Risk on the social media
There are some risk which are attached with the social media and it can create negative
impact on the business of the Hotel Marriott which can affect their business, and they can lose
their reputation in the market. Here are some risk -
Fake news
Social media is the platform in which news spreed so fast and nowadays people are
spreeing the fake news about the people and brand etc. so the Hotel Marriott can have the risk
if any one share any negative or the fake news in the social media then it can impact on their
business, and they can loss their reputation in the market globally. Social media needs to look
at this problems, and take the strict actions toward the fake new promoters because it has very
huge impact on the business and people can strop taking the services from the Hotel Marriott.
Damage to brad reputation
It can be vital for Hotel Marriott to match the quality of their social media pages with the
reputation that they’ve built for their brand (Nisar, Prabhakar and Strakova., 2019). The image
of a business today is mostly conveyed through its online act, making it necessary to manage a
business’s online content. To deflect harm to Hotel Marriott, their business should be respectful
of their audience and think before clicking the post button. Any of the negative post or any post
which has huge impact on the society can make their image very bad among the people which
ca affect their business.
Account hacking
Account hacking is an normal things now days but it can be risk for the Hotel Marriott
because their main data can be leaked and there are many important conversation for their
business which can be easily leak for the hackers which can put their business on the risk and
other company can understand their strategies. Their important data can be leaked by the
companies which can be beneficial for their competitors, and they can take the competitive
advantages.
Strategies to overcome from the risk
there are some strategies to overcome form, the risk on the social media which can be
used by the Hotel Marriott to overcome from this risk.
Hire professionals

This is one of the best way to overcome from the rt]risk which can have to the Hotel
Marriott from the social media. They can handle the companies profile and keep their data
secure . They can also able to run their campaign properly and securely and also can post the
things which does not put the company into the problem.
Use VPN
The VPN is known for the Virtual private networking which can help- the Hotel
Marriott to get protection when they are online (Witt and Stahl., 2016). They will use the private
networks so it will be not possible for any persona or other competitors to steal the important
data of the Hotel Marriott.
CONCLSUION
From the above studies it has been concluded that the trends in the sector of hospitality
are changing and leaders of the companies such as Marriott has to take steps on the basis of that.
Currently the emerging trend in the sector of hospitality is automation and wellness centre.
Although Marriott does not have any facility which is specific to wellness centre but in order to
remain in the competition and maintain their share it is necessary that the leaders of the company
needs to take steps which helps them to enter into this field and serve in that particular area. Also
it is necessary that companies work under the guidelines of environmental factors in order to
sustain the environment. The activities of corporate social responsibility needs to be done by the
company as it helps to improve the image of the brand, builds trust in the market, get them
repeated sales from customers and with that they will be able to work better for the environment.
It is necessary that the leaders of the company take the effective use of social media tools in
order to promote their brand and increase the reach of the business as it will help them to leave
their competition behind and increase their overall share in the market. These factors mostly
have a positive impact on the sector of hospitality but one negative turn of event can affect the
image of the brand in a negative manner which can affect the business of the company that is
why it is necessary to be cautious while using these factors and tools of social media for the
promotion of the brand.

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