Analyzing Leadership, CSR, and Social Media in Hospitality Trends

This report critically examines emerging trends in the hospitality industry, focusing on leadership styles, organizational responsibility, corporate social responsibility (CSR), and the impact of social media. Using a case study of Hotel Holiday Inn in London, the report analyzes the application of different leadership styles, such as democratic, autocratic, laissez-faire, and transformational, to address challenges and enhance organizational performance. It assesses how organizational responsibility and responsible leadership contribute to competitive advantage through employee consideration and customer satisfaction. Furthermore, the report evaluates the benefits of CSR in enhancing profitability and explores the advantages, risks, and impact of social media on the hospitality business. The analysis concludes that adopting a transformational leadership style and integrating new technologies are crucial for maintaining competitiveness and delivering superior services in the dynamic hospitality sector.

Emerging Trends In
the Hospitality
Industry
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Critical Analysis and Application of Leadership Style for hospital industry..............................1
LO 2.................................................................................................................................................4
Critically assess how organisational responsibility and responsible leadership leads to
corporate leadership systems to facilitate competitive advantage...............................................4
LO 3.................................................................................................................................................6
Critical Evaluation of how Corporate Social Responsibility delivers Benefits to Inn Hotel......6
LO 4.................................................................................................................................................8
Critical Judgement on Benefits, Risks and Impact of Social Media...........................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Hospitality industry is consider as place where people spent their precious time in the form
of visiting and getting accommodation services. This is one of the exclusive industry that
provides range of hospitality services lodging, food, travel and transport. In hospitality industry
different types of services are provided by owners by evaluating needs and wants that can help to
maintain the productivity. Currently organisation is delivering variety of services by using new
technology due to emerging trend which have taken the a wide place in in hospitality sector
(Adhikari and Bhattacharya, 2016). The present report is based on emerging trend in hospitality
industry that can help to attract customers and introducing new hospital services. To understand
about this, case study of Hotel Holiday Inn has been selected that is five star hotel in London.
This organisation has faced problems due to changing needs and increasing competition.
Therefore, Hotel Holiday Inn has running business in emerging trend by including new
technology and services that increases organisational performance. This report covers different
topics such as Critical assessment of how organizational accountability and responsible
leadership may lead corporate governance structures to develop or enhance their competitive
edge. In addition, this task provides a thorough review of how Corporate Social Responsibility
deliver best benefits which helps to maintain the good profitability. Moreover, befits of social
media that helps to maintain the business.
LO 1
Critical Analysis and Application of Leadership Style for hospital industry
Hospitality industry is refers as sector which is providing different types of products and
service that helps to maintain the high productivity. For organisation it is highly imperative task
that is important to follows all rules and regulation which can help to maintain the performance
standard. For all organisations is important that to follow appropriate leadership style that can
help to monitor and control the activities and increase profitability(Catela, Cimoli, M. and
Porcile, 2015).
Application of leadership style
Leadership is the art and influencing activity which attracts employees who are working
in organisation and increasing profitability. Leader is the person who have leadership and
motivational skills that attracts people and get ready them to complete the task in order to attain
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the business goals and objectives. In context to Hotel Holiday Inn, is required to use particular
leadership style that are as defined:
Different types of leadership style are as explained:
Democratic – This is one of the most effective leadership style in which roles and
responsibilities of employees are distributed and also given them authority so they can perform
well. Democratic leadership style allows lower level employees to exercise their authority. In
this, all employees are allowed to share their ideas and views regarding particular goal and make
right business decision. Employees is treated as vital assets of organisation where leader provide
assistance and support to employees to perform their activities and increase organisational
performance. This can be adopted by Hotel Holiday Inn by assigning roles among employees
and giving them authority to make right decision which they wants. They also discuss with
leaders so activities can be performed effectively (Chan and Hsu, 2016).
Advantages – This leadership style connects people to work as a team and bring
improvement up to 30% by sharing information and making right business decision. In Hotel
Holiday Inn democratic leaders promotes employees to solve problems and provide opportunities
to employees and manager that can help to increase organisational performance. With the help of
democratic leadership style leaders encourages trust and respects by making feel comfortable and
sharing ideas.
Disadvantages – This leadership style needed extra time to share and mutual consent of
all employees for implementing ideas. This is longer leadership style that can limit the working
activities to due to not making decision on time because all employee have different thoughts
and perception. Their expertise with the field they work with allows them to channel their direct
representatives for each task in the right direction. If managers want to adopt the model of
democratic leadership, then the performance of each group member depends directly on this.
Autocratic – This is rigid and centred on boss leadership style where leader or managers
have right to make decision only. This does not allows employees to make decision and take
right action because they do not have authority. Decision are taken by leaders and manger as
they have power and responsibility to take action. In case of adopting autocratic leadership style
by leader of Hotel Holiday Inn, decisions are taken by managers who have authority and power
by taking self decision (Guo and Bielefeld, 2014).
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Advantages – This leadership style provides fast crisis management that helps to manage
the problems by taking instant decision. This type of leader don’t deal with multiple leadership
style that helps to take decision. By using this, leaders of Hotel Holiday Inn can remove
pressures on employees. Moreover, inexperienced teams can produce experience results.
Disadvantages – This style demotivates employees as they cannot make right business
decision because they do not have responsibility and power. The creation of overall lack of
accountability and highly dependent on leaders.
Laissez Faire leadership – This leadership style give authority to employees that allows
working effectively. In this, leaders make decision by sharing ideas to employee so they can
perform well and increase the organisational profitability. A leader maintain good relations with
employees by defining goals where employees get ready to work and helps to accomplish the
organisational goals. In context to Hotel Holiday Inn, leaders can adopt this style by sharing
goals with employees and providing them support to work effectively (Hsu, Xiao and Chen,
2017).
Advantages – In this, leaders of Hotel Holiday Inn understand the needs of their team
and general sprit of their hotels which helps to perform the business activities. leaders are so
much confident for their working which increases organisational capability.
Disadvantages – Leaders are not very effective due to lack of knowledge, experience,
skills and innovation that can reduced the organisational productivity. Employees and leaders do
not achieve their goals and objectives which impacted on business negatively.
Transformational leadership – It is all about change which is required in organisation
in order to improve the organisational productivity. In this, leaders motivates their employees to
accept the changes and improve their business effectively. In Hotel Holiday Inn, by adopting this
leadership style, manager set more challenging goals and make efforts to attain them so
productivity and profitability can be maintain (Ile and Țigu, 2017).
Advantages – This is important and effective leadership style that should be use by
organisation that helps to maintain the organisational effectiveness. This helps to reduce the cost
of Inn Hotel by implementing changes with the help of employees. Moreover, this also reduces
turnover by providing giving higher growth opportunities and motivation to employees.
Disadvantages – This leadership has some cons such as it many create risk for
organisation and to accept the changes. Transformational leadership appears to place pressure on
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workers, as there are daily opportunities and motivational advantages that may be received from
individuals that allow them to accomplish their goals in a different way each time. Moreover, its
success depends very much on the fact that continuous contact is established at all levels within
the enterprise that can affects the organisation productivity.
From the all above discussed leadership style it has explained that Hotel Holiday Inn is
following Transformational leadership style that helps to overcome the case study problems
and would face the competition. In this, leader has introduced changes and new technology that
cab help to increase the number of customers and operational activities which increases
productivity and profitability. This is important for organisation to bring changes by focusing on
emerging trend so customers can get products and services which they wants that make feel them
happy and decision to obtain further more. In other words, hospitality industry is highly dynamic
and changing where organisation need to adopt the new services by supporting employees so
transformation leadership is best for accepting changes according to changing trend and
delivering products and services effectively (Jasti and Kodali, 2015).
LO 2
Critically assess how organisational responsibility and responsible leadership leads to corporate
leadership systems to facilitate competitive advantage.
Organisation responsibility is consider as deciding goals, organise activity, perform
systematically and take right action which is highly important for organisation and helps to
increase the organisational productivity. For organisation it is important that to understand their
roles and responsibility so they can ensure all actions and activities are performed effectively.
The management of organisation is performing all business activity by pertaining in to internal
and external environment. In this, organisations understand their responsibility which helps to
maintain the high productivity and profitability. Hotel Holiday Inn is highly responsible towards
stakeholder and customers as they deliver better quality of products and accommodation services
so they feel happy. And to provide good returns to customers so they can invest more and help to
increase the organisational productivity. Consequently, following is the review and strategic
appraisal of the company's duty and accountable leadership contributing to structures of
organizational leadership that promote competitive advantage (Ladkin, 2014).
 Consideration of Employees:
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This is organisation responsibility to deliver best quality of products and services so they can
attracts customers and increase organisational productivity. If organisation is adopting best
leadership style then employees get responsibility to give their efforts by filling their needs and
wants so they can perform business activities and grow the employees. Employees are the
supporting pillar of hotel who understand needs of organisation and deliver products and services
accordingly that increases organisational performance. Moreover, leadership is important process
that is adopted by leaders of Hotel Holiday Inn by brining innovation and technology in their
organisation that provide ample of growth opportunities and improve productivity (Matikiti,
Kruger and Saayman, 2016).
In relation to Inn Holiday Hotel, workers are quite positive as they get growth
opportunities from its manager after evaluating their performance and activities is they are
performing well or not. This encourages employees to create a healthy and better working
environment by understanding their roles and support of their leaders which increases
performance. After facing challenges Hotel Holiday Inn is introducing innovation and new
technology in their organisational process so they can manage people and working system by
accepting the changes. The reason behind this, organisation is adopting sequential approach by
using latest technology and techniques that reduces interruption and managing high performance.
Consideration of Customers: s responsibility is wider term to understand in hospital industry
customers are also consider as stakeholders in corporative that are important for organisation to
manage their performance. Customers are consider as external stakeholders who get inquiry
regarding hotels to stay and getting accommodation services and select best which helps to
increase organisational productivity. Therefore, it is important for organisation to recognise their
customers and their so that kind of products and services can be delivers which can help to
increase number of customers. The managers of Hotel Holiday Inn are making special
arrangement as welcome, reception, security, special rooms, conference rooms etc. which
customers wants which helps to increase customers perception and make them positive. The
manager of hotel should focus on pleasing a customers in hospitality industry and assuring that
they are providing competitive services so effective performance can be managed and
profitability can be maintained continuously (Moon and Sharma, 2014).
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In Context to Hotel Holiday Inn, there is need to focus on diverse range of services so
individuals can feel good and be ready to obtain the products and services which they wants. The
management of selected organisation also provide travelling tourism services at effective cost
rate by taking responsibility to increase the production. Different strategies are formulated by HR
manager of such hotel in order to attracts customers by delivering best quality of hotel services.
Herein, manager are responsible to deliver organic and hygienic food to customers so they live
healthy and make decision to buy again. Customers helps to build the brand image of their hotel
by giving feedback to organisation as what changes are need to bring for the purpose of making
more interesting and attractive so customers get it more. Moreover, leadership of organisation is
quite positive which helps to provide clear instruction to staff that helps to address the problems
appropriately (Morris and Kazi, 2016).
Therefore, organisation’s leadership is effective as organisation is adopting transformation
leadership which helps to adopt changes as per needs of customers. Managers of Hotel Holiday
Inn are transformational leaders who analysis the market and bring new technology such as
artificial intelligence, online booking cancellation and SOS that processes to adopt the
competitive advantages. For retaining the competitive advantage organisation need to assuring
that customers will get safety and security under leadership approach which support employees
to enhance their morale and growth by attracting customers.
Thus, Hotel Holiday Inn is also very successful in terms of strategic evaluation when it
comes to exhibiting prudent leadership against achieving competitive advantages. It will,
however, still insist on ensuring stability within its interconnected and technically sophisticated
structures, which is crucial for its long-term viability and competitive advantage.
LO 3
Critical Evaluation of how Corporate Social Responsibility delivers Benefits to Inn Hotel
Corporate social responsibility is consider as a business model which is adopted by
organisation in order to run their business by following all regulation effectively. This is a
practices that involves different rules and regulation are important to follow by company and
maintain a business effectively. Corporation social responsibility is an activity which is
performed by organisation by contributing in social responsibility and government funds that is
uses or people welfare. By contributing in this, image and effectiveness of business organisation
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increases effectively which helps to maintain the high performance. In other words, it is a self
regulating business model where organisation is socially responsible to participate in activities
that is relating to environment and social. Such as Hotel Holiday Inn is consider as sense of
corporate social responsibility that helps to sustain in competitive environment and maintaining
the business profitability. This give highly benefits to organisation by contributing in social
activities which helps to maintain good performance. This attracts customers, investors,
employees and other stakeholder (Nwosu, 2016).
There are number of activities which can be conducted by Hotel Holiday Inn in order to get
benefits for improving social activities that are as follows:
The Hotel Holiday Inn should adopt new technology and eco friendly environment so
they can deliver better quality of products and services and maintain high performance. In this,
managers can use solar energy for electronic items such as lights, rain water storage etc. which
can be used in activities.
 The manager of Hotel Holiday Inn need to make arrangement for poor people to
providing food if there is any food remain that is better than putting in wastages. This
activity fulfil hunger of poor people and give them opportunities to work such as
cleaning, gardening.
 As the current situation is COVID 19 so people are facing many problems so organisation
can participate in activities by providing home to homeless people. This helps to maintain
the organisational image and perception of people (Sarmiento and El Hanandeh, 2018).
 To contribute in environmental activities so organisation performance and productivity
can be maintain a which can increases performance and increasing trust of people.
 By delivering best quality of food under food and safety standard that make happy to
society and encourages people to buy products and services effectively.
By doing all above mentioned activities in relation to CSR, Hotel Holiday Inn become able to
gain number of benefits that are as defined:
Increase brand image and customer loyalty – As CSR is main activities which need to
be conducted by organisation for the purpose of increasing their brand loyalty. This increases
trust of customers and employees that organisation is doing well for society wellbeing and
increase effectiveness. Such as Holiday Inn Hotel is conducting CSR activities for wellbeing of
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society that spread positive new between people and society and they make decision to booking
such hotel whenever they goes to visit and wandering (Seilov, 2015).
Helps to creating new business opportunities – As corporate social responsibility helps
to conduct the business opportunities which maintain and retain the experienced employees to
work and be it continue. Such as Hotel Holiday Inn is providing better quality of food and
accommodation services that attracts customers more at nation, domestic and international level.
This helps chosen hotel to gain more opportunities like customer base, market share and profit
ration which helps to improve the organisational growth (Song, Li and Cao, 2018).
Low cost of operation – This also benefits to organisation by conducting activities in
relation to business operation that help make higher profits by reducing the cost of operation. By
conducting CSR activities manager of organisation are able to make high revenues at reducing
cost while running a business. Hotel Holiday Inn is getting benefits of reducing cost as they
focuses on reducing carbon, maintaining healthy environment by green plantation, reducing fuel
consumption and using solar energy which improve organisational profitability by using solar
energy as it reduced uses of lights (Van der Wagen and White, 2018).
Therefore, Hotel Holiday Inn is getting benefits through CSR activities in market place which
helps to maintain the high performance.
LO 4
Critical Judgement on Benefits, Risks and Impact of Social Media
Social media is the form of digital media that keep in touch people whether they are in
same city or not. Currently, technology is changing day by day where it is important that people
should also get change in themselves then only they can survive in competitive market. In other
words, social media refers as websites and application which is designed to allow people to share
their content faster and get answer immediately. Many scholars says that social media is the way
of connecting people and communicating with them so they can share their ideas and views
which are important. For a business, this is best tool to attracting people and providing them
information regarding their products and services so they can show their interest and make
decision to buy it. There are different portals of communication in relation to social medial such
as Facebook, Instagram, Twitter, whats up, you tube etc. are the way of communication and
connect people in order to provide them information. Hotel Holiday Inn is s star hotel that is
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understand needs of people and using social media sites in order to provide the information to
audience and customers that increases organisational image and profitability (Vij, 2016).
Benefits of Social media
Monitoring Behaviour of Audiences – This is prominent ways that benefits to Hotel
Holiday Inn to monitor and manage the behaviour of audience in regards of products and
services. in this, social media provide a facility to their audience to see the all information
regarding hotel and its services and give their feedback by liking and disliking that helps to
improve the know organisation what changes and needs to bring in organisation.
Customer Relationship Management – This is another benefits which is given by social
media to organisation as it helps to maintain the good relations with customers and share their
information effectively. This allows people by share the information, ask query and keep in
touch with people which helps to maintain the good relations and increase profitability. The
managers of Hotel Holiday Inn are providing their packages information and innovation which
can help or reliable for customers that helps create good relations. Moreover, feedback is also
given by customers after getting experience and taking hotel services is processes to maintain the
customer’s relations.
Customer Attraction: This is past decade which is turned in to hub by using promotional
and advertisement channel. Social media also give benefits of promoting and advertising the
products by using proper communication method that increases organisational productivity. In
context to Hotel Holiday Inn, managers are attracting customers by using promotion,
advertisement and other method through social media that helps to keep in touch people and
improving organisational performance by increasing customer range and services effectively.
Risk relation to Social media
Negative brand image – Social media is not only given benefits to organisation but also it
many create risk for business by creating negative brand image. Such as whenever organisation
is going to post something then customer put question and start to give their opinion which may
be risk for organisation. This can be lead to bad publicity that can create disruption for hotel
image. So this can be challenge for Hotel Holiday Inn to post and get negative feedbacks.
False information – This is another inappropriate risk that can arise in business activities
while performing business functions. Sometime organisation give false information and images
of their products which attracted to customers and in reality they provide some different that
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create a feeling of fraud and customers start to comment negatively. So manager of Hotel
Holiday Inn need to be very careful to provide right information and images which are available
in organisation so they do not feel as cheated and risk can be eliminated.
Impacts of social media
Social media is the effective tool and ways of sharing information so people feel good and
take right business decision which are important. This may impacts positively and negatively.
Such as by using social media the customers range of Hotel Holiday Inn has increased and also
captured the high market share. This helps to increase the organisational productivity and
profitability by using promotional channel. Social medial increases knowledge of management
and employees what is emerging trend and how they can improve their organisational
performance. The negative impacts are false information and bad publicity which is impacted
on business indirectly and lose the customer trust. So they can move towards other brand.
Strategies
There are some strategies which can be used by Hotel Holiday Inn in order to reduce the
negative impacts and risk which can help to improve the organisational productivity that are as
defied:
Tracking – In context to Hotel Holiday Inn can deal with above mentioned risk that is
bad publicity due to false information. Tracking is key and effective strategy that can help to
track and check each each services of organisation which are going to provide by hotel that cam
help to remove scandalous remarks and improve business productivity.
Confidentiality – Risk can be handled by Holiday Inn hotel by maintaining the
information confidential and giving them opportunities to share their views so changes can be
made accordingly and increase the organisational performance. Therefore, by using such
strategies the management of Holiday Inn can reduce risk and increase their performance by
using social media which manage people.
CONCLUSION
From the above report it can be concluded that emerging trend in hospitality industry are running
faster where organisation need to adopt new technology and activities effectively. To sustain in
competitive environment organisation should have proper strategies so they can maintain
organisational performance and increase the profitability. Leadership style are participativem
transformational, democratic and autocratic are used by organisation for accepting changes and
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