Leadership, Responsibility, and Social Media in Hospitality: A Report

This report provides a comprehensive analysis of leadership in the hospitality industry, focusing on Intercontinental London Park Lane. It begins by exploring different leadership styles, such as transformational, democratic, and strategic leadership, and identifies the most effective style for the hotel industry. The report then critically evaluates the application of organizational responsibility and responsible leadership concepts within Intercontinental London Park Lane, examining how the hotel fulfills its strategic, economic, social, and environmental responsibilities. Furthermore, it investigates how corporate social responsibility delivers benefits to the hotel, the wider hospitality sector, civil society, and the government. Finally, the report evaluates the hotel's social media practices and their implications for enhancing consumer experience and satisfaction, offering valuable insights into modern hospitality management. The report concludes with a summary of findings and recommendations for future strategies in the dynamic hospitality landscape.

Emerging Trends In the
Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
TASKS.............................................................................................................................................3
1- Analysing different leadership styles within companies and specific one in context of hotel
with examples..............................................................................................................................3
2- Critically evaluating application of organizational responsibility and responsible leadership
concepts in Intercontinental London Park Lane..........................................................................6
3- Critically examining how corporate social responsibility delivers benefits to
Intercontinental London Park Lane and to wider community incorporating hospitality section,
civil society and government......................................................................................................8
4- Evaluating social media practices of hotel and its implication for better consumer
experience as well as satisfaction..............................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
The hospitality industry is a wider category of the field in the whole service sector, it
encompasses varied organizations and businesses that provide quality services and products to
customers. It is actually one facet of service sector, which primarily includes addressing guest
satisfaction. The hospitality industry has grown even better than last few years, due to emerging
trends in market. It includes tech explosion, sustainability rules, destination promotion, need for
seamless technology etc. which provide many benefits to hotel, restaurants and other types of
hospitality firms The current assignment will be based on Intercontinental London Park Lane,
which falls under list of leading hospitality companies in the UK. The study will explain varied
leadership styles that has been used within many organizations and define the example of
specific style in the context of chosen firm.
Furthermore, it will justify application of organizational accountability and responsible
leadership concepts in hotel, along with their implicants for private, public and third sector firms.
The report will clarify how corporate social responsibility delivers benefits to hotel as well as
wider community incorporating hospitality sector, civil society and government. It will explain
social media practices of intercontinental Hotel group and its implications in context of better
customer's satisfaction & experience.
Overview of the company
Intercontinental hotel group (IHG) plc is one of the leading hotel unit which offers high
quality and innovative accommodation services to customers over the globe. In order to create
and enhance customer base business unit has focused on building as well as maintaining diverse
portfolio. For enticing decision making of customer’s company also focusing on innovative
practices which make their experience memorable. Further, headquarter of company is situated
in UK and listed on recognized stock exchange of London (IHG Plc profile, 2021). For meeting
business aim and objectives IHG Plc focuses on employing asset-light approach. Along with this,
IHG plc involves in dealing pertaining to franchising or manages hotel for third parties. To
increase mark share and brand image firm also emphasizes on performing activities in a
sustainable manner. Due to pandemic, hotel unit has developed competent strategies and policy
framework for ensuring safety & security of guest.

TASKS
1- Analysing different leadership styles within companies and specific one in context of hotel
with examples
Leadership-
It is ability of an individual, to manage group with getting higher attention and
productivity (By, 2021). Leadership is art in which leader will guide group with motivating and
inspiring them to achieve organizational goal. Leader is a person who direct, inspire, create new
ideas and motivate groups.
Leadership Traits-
Trait refers to some essential qualities that a leader should have to make better leadership
skills-
Effective communicators- communication skills are most effective characteristic to
attract members and influence them (Galli, 2021). Moreover, members some time fell
demotivated and need a motivative speech for better work. In a hospitality industry where
communication became more essential with personality to create a good result in output of work
efficiency.
Selfless, Accountable and Responsible- leadership depended on the character of leader
where he is look to achieve organizational targets or personal target. If leader is selfless than will
look to improve its team skills and performance that always lead in achieving organizational
goals. But some leaders look to build their own image for that they always want creditability and
will not consider team as a part of success but criticize team at time of failure. So leader must put
responsibility at the time of failure with team and give some creditability at time of success.
Stability and long term vision- leader should behave stable in adverse condition, should
think positively and keep calm and think about long term vision to reflect in abnormal condition.
Because team will look to leader and need help if leader is not instability than how team will
manage that situation. In references to hotel industry there are many times a situation where
leader will face difficulty in work like, short time to arrange things, shortage of material and
employees. These need quick and effective decision that not happen if leader is stable have long
termed vision.
Initiative and enthusiasm- leader is one who lead work and this is responsibility to him
that he will ensure maximum utility of employees. For that leader can pitch more innovative

ideas for better work compilation. He should create a work environment by his enthusiasm where
employees fill positive vibes and motivation for work. Hospitality industry works 24*7 basis so
they need to feel more comfortable working environment and always.
Leadership styles-
 Transformational Leadership- It is a modern way to approach leadership in this leader
focuses on creating positive change and value creation to under groups (Agyemang,
2021). It this approach leader will reward followers for their achievement to get more
efficiency and collaboration from them. It also creates trust worthiness and loyalty among
team and boost productivity. In transformational leadership leader will include
inspirational motivation, individual consideration, intellectual stimulation and idealized
influence. Transformational style of leadership team member fill more comfortable just
because they are entailed with some authority and become more responsible towards that.
According to performance based they will reward by appraisal and some additional
benefits that helps them to get self-motivate.
 Democratic leadership- as meaning, in this style leader wants some extra effort from
member and provide some authority but not decision-making power (Syamsidar, 2021). It
helps in new idea creation and ability to pursue in difficult condition, increase in morale
and boost work efficiency. But in this style member needs to follow a management
information system this will make delay in work. This type of leadership style is good for
private businesses, but less useful in hospitality industry where decision was to be taken
on fast basis and some essential task that can only be taken with help of superior.
 Strategic leadership- it refers potential to express more focused strategy related thinking
(Yoon, J. and Suh, M. G., 2021). All the decision and authority is held with leader and
leader will decide all step to be followed and how work will be done. This will make
easier for follower because they have well defined work and time period, they need not
worry about other steps. This style will not be useful for many organizations moreover
they have function that are interrelated, so they need collaboration and unity in work.
Same with hospitality industry where functions are interrelated, so they can't apply this
leadership style to avoid delay in work and reduction in efficiency of team.
Leadership style for hospitality industry-

For industries like hotel where all function is mostly interrelated they need leadership
styles which provides better utilization of team, uniformity in work, boost in morale, schemes to
self-motivation to team member and rewarding them for their work (Ali, 2020).
In references to Intercontinental London Park Lane, transformational leadership is best a
leader may get extra return form respective team. This leadership style relate with more focus on
boosting productivity by rewarding team with their performance basis. So in hospitality industry
where team has to put more effort to beat computation, employees need to be self-motivated to
work hard. It will also help to build new and fresh leaders for future because they are entailed
with authority and to improve decision-making skills. This style provides self-motivation, boost
in individual working, Authority to member this all helps to beat market computation and
achieving organizational objective. To survive in industry like hotel where next level of
computation to be faced so leader become essential in beat computation with easy of doing
businesses. Main reason why should company use this style is that they need not create many
ideas from their side because sometimes members may provide good ideas for working styles
and improvement in efficiency.
2- Critically evaluating application of organizational responsibility and responsible leadership
concepts in Intercontinental London Park Lane
Organizational responsibility-
An organization responsibility is defined as ethical behaviour of a company, which it may
conduct to sustain for longer period within specific sector and to gain the attention of consumers
(Dhanesh, 2020). Each firm is accountable for varied things, it includes the environment, society,
economy, etc.
Responsible leadership-
It is described as administration of a corporation's interactions and collaborations with
society aimed at considering varied stakeholder’s expectations and contributing to several
bottom lines of social, economic and environmental performance (Javed and et.al., 2020).
Application of above terms in context of IHG-
Intercontinental London park Lane is operating and running its venture successfully
within hospitality sector. It conducts a lot of hard work and attempts to fulfil its accountabilities,
which categorize into 4 terms. For example, organization may fulfils its strategic
accountabilities by using effective approaches, activities and conducting practices. In order to

raise the internal awareness and make workers familiar with workplace environment,
organizations may provide training to all its employees (Jensen, Agyemang and Lehman, 2020).
This practice is included in list of strategic responsibilities of companies, which in return
increase the productivity of each applicant and their performance level as well.
In term of strategic accountabilities, company may also reward candidates after
measuring their performance at workplace and hard work, which allow hotel to gain competitive
advantages while operating its venture into hospitality sector.
A firm cannot be able to run its business in any industry when it has not established its
responsibilities. Economic performance is included in the concept of organizational
responsibilities. It drives the attention of Intercontinental London park Lane towards conducting
ethical practices which are beneficial for staff members and its business as well. For example,
Hotel create a safe working environment especially for workers, in term of placing fire
extinguishers at kitchen area, nearby lifts and other places within premise, which is actually very
important to place.
Social and environmental performance are also considered as appropriate examples of
organizational responsibilities, which Intercontinental London park Lane may fulfil by using
varied methods, conducting practices and considering activities (García Martín and Herrero,
2020). Organization by understanding varied forms of culture, offer accommodation and food
services to its guest, which in return boost its brand image in market even better than other
brands that has operated in hospitality sector from longer period. Furthermore, company has
respects the letter of regulations and laws in term of working ethically and providing fair wages
to all its staff members. Through this type of social performance, hotel may sustain for long and
achieve set aims as well as objectives successfully.
Chosen company fulfils it's another responsibility, which relate to environment
sustainability in term of establishing a carbon tactic team that is able to analyse the importance of
environment safety and create a plan through which firm may reduce its carbon foot print. For
example, Intercontinental London Park Lane install power saving lights in its hotel rooms, to
protect guest health from harmful raise which may affect eye, skin etc.
Responsible leadership concept is also used in context of chosen firm, by directing
workers, engaging them in decision-making and providing chance to learn some new skills.
Leader may conduct all these activities at the workplace, which is quite beneficial for hotel in

term of increasing its performance, profits margin, and consumers satisfactory level. By utilizing
the key elements of responsible leadership, a leader within firm may boost the morale of staffs
and enhance their motivation level even better than last few months or years. It can be said that,
leaders may influence workers by using effective and appropriate methods or adopting specific
leadership style that fits organizational aims.
Responsible leadership is a form of leadership that provides a lot of advantages to hotel
in varied manners. For example, it helps to meet the expectations of employees in term of
appraising their performance and attempts at workplace to achieve business goals and objectives.
It benefits different stakeholders such as applicants, management and government in term of
increasing GDP by retaining and increasing customers base.
Use of above two concepts in regard to public, private and third sector institutions-
Responsible leadership and organizational responsibility are the two most essential and
valuable concepts that have applied in context of varied companies in term of corporate social
responsibility practices. For example, a private and public company may also implement key
stages which enable them to behave like a responsible organization that always show their
concern towards enhancing economic level, improving nation's position etc. In the recent time,
many companies offer employment opportunities to local people at the place where they operate
their ventures, which is quite valuable. As it help to enhance the living standard of individual
person and enable them to live a normal life by fulfilling basic needs.
Either private or public, any firm adopt responsible leadership concept along with
organizational responsibility in effective manner. For example, leaders while working in public,
voluntary and other sector organizations, may conduct ethical practices in term of treating all the
workers equally without making differences between all of them on the basis of gender, race,
colour etc. Furthermore, throughout responsible leadership style, management and leader may
consider the expectations of suppliers, guest and workers and attempt to fulfil these in term of
determining their needs before taking any action. It benefits entire venture and people who are
connected with it.

3- Critically examining how corporate social responsibility delivers benefits to Intercontinental
London Park Lane and to wider community incorporating hospitality section, civil society
and government
Corporate social responsibility (CSR) term is utilized to define a firm's attempts in
context of improving society and environment in some manner, which are valuable and essential
(Awaysheh and et.al, 2020). It encompasses varied activities, practices, approaches and
techniques that a company may follow or adopt in order to reduce their venture impact upon
environment etc. CSR delivers many benefits to those who conduct activities related to this
concept.
CSR benefits in context of organization-
Corporate social responsibility provide benefits to Intercontinental London Lane park in
term of increasing its customers base and profitability. For example, CSR not only create a
productive and positive environment at workplace that boost staff morale and leads to excellent
productivity, but also help firm to retain skilled and experience workers who are eager to make a
different in the world through their creativeness and innovation (Kim, Yin and Lee, 2020). By
hiring new applicants and providing important and useful facilities, hotel may improve its brand
image in market even better than other hotels. Furthermore, the potential benefits of corporate
social responsibility to Intercontinental London Lane Park includes better brand recognition in
hospitality sector, positive venture reputation at international level and maximized customer
loyalty. In the business world, there are many CSR tactics available that company may use and
gain its benefits in varied manners for example, employee engagement in decision-making,
enhanced workers' relationship with management in effective manner.
Fair recruitment and selection is the most appropriate example of CSR practice, which
hotel may conduct to enhance living standard of people and allow obtaining positive experience
while working at workplace. It benefits brand in term of gaining attention of more
knowledgeable workers and promoting business through them, which is actually very beneficial
for chosen company.
CSR benefits in regard to wider community incorporating hospitality sector-
Corporate social responsibility delivers benefits to wider community incorporate
hospitality industry in different terms. For example, CSR programmes provide the best chance to
each firm, which they may use to enhance their productivity, boost brand image etc. which

directly affect hospitality sector in positive manner in term of increasing its sales, growth and
make them able to become a leading industry in the whole world. Corporate social responsibility
programmes include charity, donation in context of child care service institutions, old age home
etc. where individual person need support to live their life normally and freely. A positive image
of hospitality firms directly builds top position of overall sector, which is quite beneficial in term
of maximizing profitability and customer base. CSR practice do a lot of things for those who use
it and implement at daily work schedule forever. It helps industry in term of leading into the
world as more sustainable progress sector. Along with above benefits, it also benefited in form of
driving the attention of top-level applicants, who seeks to work with well-reputed brands.
Benefits of corporate social responsibility for civil society-
Civil society is considered as third sector of society, along with ventures and government.
It encompasses non-governmental and civil society companies. Corporate social responsibility
term benefits all the stakeholders including current one, in term of providing free food,
medicines and cloth delivery services, which is quite beneficial for overall society. There are
many organizations in the world of business that are practising CSR by offering those services
that contributes to improve health of human such as free medical distribution service etc.
Furthermore, CSR activities of companies directly affect civil society in term of reducing land,
water, air and other form of pollutions that impact well-being of individual person and
environment as well in negative manner (Ramkissoon, Mavondo and Sowamber, 2020).
Corporate social responsibility is one of the most common ways for each organization to benefit
society, economy, government and other stakeholders while benefiting them in procedure. It also
helps a firm in term of showing their human face, which drive their attention towards protecting
society and environment from varied factors that impact negatively. Local or national charity
contributions is the best way that hospitality organizations used to contribute to civil society and
entire population.
Corporate social responsibility benefits in context of government-
UK government has created many laws and regulations in context of human well-fare and
environment as well. Corporate social responsibility term allows a company to comply each
legislation, which provides benefits government. For example, due to COVID-19 many people in
the whole world loss their jobs and because of that unemployment rate may increase that affect
government policies and now become the major concern of local and national authorities.

Organization may support government by recruiting and selecting new workers who are eligible
and right for varied accessible positions.
It helps to decrease the unemployment rate and enable a person to earn money which they
may use to fulfil the needs of family members and themselves as well. In simple words, by
conducting any corporate social responsibility practice, a brand contribute to well-being of
society, environment, workers, society etc. It may delivery benefits to government in varied
manners for example, increasing GDP through providing quality services, which increase
customer satisfactory level and allow them to pay for products according to set price.
4- Evaluating social media practices of hotel and its implication for better consumer experience
as well as satisfaction
Social media is a collective concept for applications and websites which concentrate on
effective communication, interaction, community based inputs and content sharing. A company
use social media to promote their business, product, service, and CSR practice. Organizations
develop an effective social media strategy to gain varied benefits. Just like them, Intercontinental
London Park Lane, has also conducted social media practices and developed tactics in term of
promoting its business within hospitality sector by utilizing Facebook and Twitter, which are
one of the most common social media channels that many brands has been utilized for
commercial purposes. Organization share key information about accommodation, employment
and other things via these two sources, where millions of people have created their accounts for
gathering useful data. With 21,000 Facebook users, Intercontinental London Park Lane is
capable to advertise its record on sustainability to workers and environmentally conscious each
guest on one of social media's most famous platforms.
It created its first dedicated corporate accountability Facebook page in sector and
increased its venture CR Facebook customer base by more than 600%, which is much wider than
any other brands social media pages. Through this page, company launch many videos to show
the affect of its business upon consumers, which in return Facebook followers number above
then one million. Furthermore, hotel use this channel to build awareness of its mission and vision
statement at international level, which contribute to create more sustainable communities and
successfully transform hospitality sector. It uses Twitter to communicate with target customers
and more people, which help to provide valuable and essential information to them. It is one of
the best social media channels that many brands either small or large in recent time has been

utilized to promote and generate their brand awareness at global level. Engage, humanize and
interact are the examples of social media practices, which a company may conduct to gain
benefits in term of gaining attention of potential guest, investors etc.
Accessibility of social media channel, platforms or approaches, allow company to do so.
As it help to engage management with those individual buyer that are interested in purchase of
goods and services. Social networking, micro blogging, photo and video sharing are the varied
forms of social media platforms. Intercontinental London Lane Park has used all these types to
serve its advertisements in market. Above practices of hotel, caters many benefits to its sector
and overall venture for example, it helps to reach wide customers, and enable company to
directly connect with guest that relate to abroad. Furthermore, along with these, firm may build
its brand image or position in hospitality industry even better than rivals. Social media marketing
is the best ways for company, because it permits management to identify satisfactory rate of
customers. All above practices, provides valuable benefits to organization as they contribute to
gain competitive edge in term of increase customer base, boost productivity, performance level
and the most important it helps to maximize profits margin. Along with Twitter and Facebook,
Intercontinental London Park Lane may use Instagram, which is one of the trending and famous
social media platform where millions of users are seeking to get a lot of data or information
about thing in which they are highly interested to purchase.
Along with social media practices, hotel may also adopt effective approaches and
techniques to enhance the satisfaction and experience degree of each guest much better than last
year or month.
Use of social media to influence more guest-
Creation of Facebook page to run ads.- hotel can create Facebook page to promote its
products and to give idea about services offered by them. Some times they can come online to
present special function and show creativity level.
Instagram- nowadays most popular social media handle is Instagram where you can
come live, make short videos and post about the facilities provided by hotels. Some youth search
hotels on Instagram to get some idea about services and level of satisfaction from comment and
likes.
Influencers- influencers is person who wrote blogs to address many topic market by its
wording they have powerful skills to attract people's. Hotels can contact that kind of person to

write about schemes and facilities provided so those who want to approach hotel can get an idea
about it. Influencers make regular update on their social media about it, so give some idea about
hotel.
Trip Advisor- hotel may approach to big as well as small trip advisor to promote their
hotel because many persons who travel very rarely they always plan took help from trip advisor
to plan or arrange all requirement. So travel agent may give good business by providing good
feedback about hotel and attract them. There are many online trip advisors who can provide more
customer to hotel by advertisement, show facilities and discounting schemes to promote.
In references to customer satisfaction by social media intercontinental London park lane may use
these platform to promote their hotels. They may show beauty of their hotels by ways of images,
promote schemes of free cancellation, post about snapshots of functions and events to attract
guest and taking review form customer to avoid decrease in guest.
CONCLUSION
By summing up above discussion, it has been concluded that by using transformational
leadership style, leaders has transformed ineffective team to effective, which is quite beneficial
for the organization. It has provided benefits in term of building creative and productive
workforce, who are ready to support in challenging situations which occur due to intense
competition in hospitality industry. Furthermore, from above study it has been inferred that by
considering the expectations, needs and requirements of stakeholders, company has build strong
brand image in market, where it has great opportunities in context of business growth. By
offering rewards in term of incentives and employee of the choice, leaders has fulfilled their
responsible towards workers.
Moreover, from above analysis, it has been summarized that corporate social
responsibility concept, in term of improving brand image in sector, building strong bond with
workers and consumers, has delivered benefits to hotel, hospitality sector etc. It has benefited
government in term of decreasing number of unemployment and improving living standard of
individual person. By using Facebook and Twitter as well as Instagram, firm has generated its
venture and service awareness at international level, which helped increased its customer base.
All the implications of hotel in context of guest has enhanced satisfactory level and provide
unforgeable experience to visitors.

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