Emerging Trends, CSR and Leadership Analysis: A TRU Hotel Case

This report examines emerging trends in the hospitality industry, focusing on leadership styles and corporate social responsibility (CSR). It analyses different leadership styles such as transformational, autocratic, democratic, and coach styles, highlighting TRU Hotel's use of transformational leadership alongside autocratic and democratic approaches to meet diverse employee needs and handle emergency situations. The report further discusses organizational responsibilities, emphasizing CSR activities in private, public, and voluntary sectors, with a focus on TRU Hotel's environmental efforts, community programs, and equal opportunity initiatives. It also explores the role of responsible leadership, particularly laissez-faire and directive styles, in enhancing customer satisfaction and promoting employee growth within TRU Hotel. Additionally, the report touches upon the impact of social media on customer experience and satisfaction, underscoring the importance of online presence and reputation management in the hospitality sector. Desklib offers this and other solved assignments to support students.

EMERGING TRENDS IN
THE HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Leadership and its styles..............................................................................................................3
Organisational responsibility and responsible leadership in hospitality industry........................5
Impact of Corporate Social Responsibility (CSR) over TRU Hotel and wider community........8
Social media practices and its impacts over customer's satisfaction and experience................10
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Emerging trend refers to the growing area which attract the interest of different people, and they
started follow the trend. It is very essential for hospitality industry to follow and comply these
trends including changing way of operating business or dealing with customers so that along
with accomplishment of its objectives they can meet these trends.
TRU Hotel operates under the franchise of Hilton hotels. It has been founded before 5
years and headquarter is situated in United states. TRU Hotel is also indulged in providing all
the services whether it is related to food & beverages, or fitness centre, gym etc. this hotel has
not left any stone unturned in delivering best services to the guest and visitors (Fox, 2018).
Apart from this the guest rooms and lobbies of this hotel is also well furnished and helps to
attract the visitors.
This report will study about the concepts of leadership and corporate social
responsibilities along with its various associated terms. Concept of organizational responsibilities
and responsible leadership along with role of social media is also being highlighted in this report.
MAIN BODY
Leadership and its styles
Leadership:
It can be defined as a skill and practice by which a leader will lead its followers or
employees of the organization towards the goal of company. It can also be defined as an art by
which leader will motivate and influence the employees to act in a specified direction which will
leads to the achievement of organizational goal along with their individual goal (Hughes, 2018).
In simple terms it can be understood as a process which helps the companies to merge individual
goal with the company's goal along with maintaining high motivation level among employees.
Leadership styles:
There are different types of leadership style implicated in different types of organizations.
Selection and execution of leadership style will depend upon company to company and their
organizational structure. For example some organizations follow autocratic form of leadership,
however some may follow democratic form. Out of various style some are described as :
Transformational style:

As per this form of leadership style leader instead of taking and implementing own
decisions, will work along with the employees and then identify needed changes. In addition, to
identification of changes, leader will also implement those changes in the organization along
with guiding employees towards changes with the maintenance of employee's motivation level
(Buil, Martínez and Matute, 2019). As in every organization there are different categories and
form of employees with a persistence of different belief, thoughts and perceptions. Thus, this
leadership style along with meeting changes also takes cares about employee's thoughts and
beliefs.
Autocratic style:
This style of leadership does not allow sharing of power at subordinates or lower level.
This means that in this form of leadership style all power will be hold by leader only. Whatever
decision taken by leader will be implemented within the organization and no employees will be
allowed to disobey those decisions. Since, every organization has employees from different
cultural contexts, so this type of leadership is normally not supported from employee's
perspective (Becker, 2020). Although, this style is most suitable for taking quick and emergency
decisions because of the concentration of power within the hands of leader only.
Democratic style:
It can also be known as participative leadership style. This is because of sharing of power
at subordinates or lower level. Under this form of leadership style instead of taking decision by a
single individual, it will be taken with dual consideration and involvement of employees views.
Since, every employee is different from one another in the form of different ethical perspective,
thoughts or cultural diversity (Fiaz, Su and Saqib, 2017). But with dual consideration of
employees, this style will leads to meeting the needs of employees along with raising their
performance level because of their involvement in decisions. However, this style is less suitable
to meet those situations which requires quick decisions because of the involvement and
discussion at various subordinates level.
Coach style:
This is one of the best suited style of leadership where organization have to provide
coaching to its employees. Since with the changing trends it is very essential for every
organization to meet those trends. And in order to meet those changing trends this style works

best (Peng, Gao and Zhao, 2019). This is because under this style leader will act as a coach and
will provide coaching and guidance to employees to deals with those changing trends.
Leadership style in TRU Hotel:
TRU Hotel usually follow transformational style of leadership. This is because, TRU
hotel belongs to hospitality sector where analysing and meeting of changes are very essential.
Transformational form of leadership allows the hotel to meet and cope up with those changes.
Along with meeting changes it also raises and maintains employee's level of satisfaction. For
example, with the changing technology and customer's preferences, this style enables the TRU to
take care about such changes along with directing employees to inculcate those changes in the
working practice. Thus, it would be right to said that apart from meeting and synchronizing
employee's efforts, it also helps the TRU to accomplish its objective in the form of meeting and
raising its customer's share and thereby sales.
In addition to following transformational form of style, TRU also implement autocratic
style of leadership in its workplace where it needs to deal with such situation which requires
quick decisions. Since, under this form of leadership style as power is hold by single individual
so it becomes easy to handle emergency situation and taking quick decisions (Lacerenza, 2017).
However, in TRU hotel also there is an existence of multi-cultural context. For example
in organization there are different sets of individual who have different thoughts or perspectives
along with different ethical value. In order to deal with such people TRU also implement
democratic form of leadership style in its workplace so that along with meeting of its
organizational objective it will also give equal consideration towards its employees and their
beliefs (Al Khajeh, 2018).
Thus, it can be analysed that in addition of democratic and autocratic leadership style,
TRU Hotel usually follows transformational leadership style in its workplace so that it can along
with meeting its employees level of satisfaction, also accomplish its own objectives.
Organisational responsibility and responsible leadership in hospitality industry
Organisational responsibility of any hotel refers to the particular organisational actions,
plans and policies so that the organisation can perform all its activities efficiently. Basically it
states about ethical behaviour of the organisation through which, hotel runs its business.
Organisational responsibilities can be in the form of corporate social responsibility, sustainable

responsibility, and corporate social performance (Zeimers and et.al, 2019). It is very important
specially in the hospitality industry as the hotels can't follow unethical manners, in case if the
hotels don't take their responsibilities seriously they may lose their potential and loyal customers.
Apart from this, TRU Hotel, has to follow ethics and rules made by the government to achieve
their desired goals, ethics can be in the form of business ethics, environmental, legal etc. these all
are the part of organisational responsibility. Majorly organisational responsibility contains CSR.
CSR refers to all those activities which is being performed by the hotels and organisations for the
well fare and development of the society and this will directly impact the business of the hotel
and also it increases the name, fame, reputation and goodwill of the hotel. CSR also impacts the
financial performance, operating cost and consumer loyalty. CSR activity done by most of the
hotel whether it is a private sector, public and voluntary sector hotel.
Private sector
Most of the tourism and hotel has been held and run by private sector, but the main
motive of private sector hotels is to earn high profit and revenue and also they offer and provide
best services to their guest (El and et.al, 2017). As tourism sector is one of the richest sector and
hotels are taking advantage of this sector by providing best and quality services to the guest and
visitors. TRU Hotel is also fallen under this category as it is franchise of Hilton hotels. TRU
Hotel is fully engaged inn CSR activities as it is operated in the most beautiful destinations of the
world for that that hotel is continuously working on protecting the environment and planet. TRU
Hotel is well versed with the climate changes and its impact on the society, to protect the
environment and planet TRU Hotel uses renewable energy in their hotel premises. Apart from
this company is endlessly working to reduce the consumption of natural resources (Ismail and
et.al, 2018). Except this, TRU Hotel is running various foundation programs to help the society
such as providing educational equipment and making them aware about usage of recycled paper
etc. apart from this, TRU Hotel believes in providing equal opportunities and they don't believe
in gender discrimination as well. So these are the major CSR activities of the TRU Hotel.
Public sector
Those hotels who come under this category are being funded by government. This kind
of hotels don't provide high quality services to the guest. But the motive of such hotels is to
educate the visitors about the historical placers of the country. TRU Hotel don't fall under public

sector hotels as they are funded by the owner of the hotel. They also conduct the CSR activities
but not on a big level.
Voluntary sector
This type of hotels run by charity and different trusts. These hotels formed by members
or by raising funds. The charges of these hotels are cheaper than the private sector hotel and also
the services are not up to the mark (Megheirkouni, 2017). They are not engaged in CSR
activities.
Responsible leadership
The overall goal of any hotel is to fulfil the needs of the customers and satisfy them. so
the TRU Hotel is also working for providing better services for that, True hotel uses various
leadership styles so that guest and visitors don't have to face any kind of issues and problem.
True hotel has a strong belief that every employee of their hotel can become a leader one day,
and therefore they follow laissez- faire and directive.
Laissez- fair leadership
This leadership style is purely formed on Trust. In this leadership styles, leaders gives all
the right to the team mates to make decisions. Therefore, TRU Hotel follow this leadership style
so that every employee of their hotel, feel free to shared their ideas, views and opinions apart
from these leaders also provide support, guidance and training to the employees so that they can
take a right decision which benefits the hotel. The main motive of True hotel behind following
this leadership is style is that they want growth of each and every employee. It also boosts the
morale of the employees and at the end the hotel get benefited from this because it helps the
hotel to provide better services to their customers and the customers will do mouth publicity
about the hotel through which the reputation of the hotel will get increased. Apart from this True
hotel also follows directive style in which the leader sets clear objectives for the subordinates
and simply they have to follow that as TRU Hotel operates in different countries so they follow
different leadership styles in different countries.
But in case of public hotels they don't follow any kind of leadership style as their aim is
not to earn profit there for they don't follow any kind of leadership style as it is owned by the
government, apart from this voluntarily hotel also don't focus on adopting any kind of leadership
style as they get fund from donation and trust so the trustees of the hotels make all the decisions.

Impact of Corporate Social Responsibility (CSR) over TRU Hotel and wider community
CSR:
It refers to company's responsibility towards society. Since, every company operate its
business in society. So it is very important for every company to do something in return for the
society. This return and responsibility is all covered under the concept of CSR. It is very
essential for every sector to comply and implement this practice in their work culture so that
along with achievement of their own objectives, they can also contribute something for the
society (Agudelo, Jóhannsdóttir and Davídsdóttir, 2019).
CSR practices of TRU Hotel:
TRU Hotel is very cautious towards CSR and its associated practices. Right from
adopting such practices which ensure lower use of natural resources so that it will be kept for
meeting future needs. This means that TRU Hotel is a strong follower of sustainability concept.
As per this concept it adopts and utilize natural resources in such a manner that along with
meeting current needs, needs of future generation will not be sacrificed.
Along with adoption of concept of sustainability TRU Hotel also adopt such practices by
which it can recycle its resources so that sufficient amount of resources will persist in nature.
Along with these practices TRU also emphasizes on reduction of carbon emergence or effective
utilization of resources so that there will be non occurrence of such situations which includes
shortage of resources.
In addition, of above practices regarding CSR, TRU also adopt various strategies
regarding CSR which includes efficient utilization of water resources by adopting water
conservation practice, using of such lighting which will in addition of meeting its needs also
conserves and save energy. Using of the latest technology regarding using of sensor lightning in
its infrastructure and guest rooms is also an important practice of TRU regarding CSR. In
addition, of above practices TRU always ensure that its working operation should comply with
business ethics and ethical code of conduct so that it can along with accomplishing its objectives
also take effective measures regarding saving environment.
Critically examining benefits of CSR for TRU Hotel:
Implementation of CSR in workplace is usually beneficial for every company. Since it is
concerned with the responsibility of company towards the society so adoption and execution of

this concept in the working operation will usually benefit TRU Hotel. However, out of those
impacts some are:
Raising brand image:
Through adoption and implementation of CSR policy by TRU Hotel in its workplace will
benefit it in the form of raising its brand image along with customer's loyalty. Since, TRU Hotel
perform many activities for the society along with running its business considering the ethical
values of the society. As a result of these efforts and CSR policy of TRU Hotel, its customers
have high loyalty towards the hotel. Also, apart from raising customer's trust, this policy also
help it in enhancement of its brand image in the market.
Raise financial performance:
Since CSR raises customer's loyalty and as a result trust of society which will ultimately
benefits TRU Hotel in one of the other way. This is because along with raising customers trust
their share towards the hotel will also raise. This directly results in raising sales and revenue of
the hotel (Wang and Sarkis, 2017). With a rising revenue and sales percentages, financial
position and performance of TRU Hotel also enhanced and improved.
Compliance with law:
As CSR refers to company's efforts and moves towards the society and includes ethical
considerations so it automatically helps TRU Hotel to comply with legal consideration. Along
with compliance with legal consideration it also helps it to have a compliance with other laws
and regulations considering to society and environment.
However, it can be critically evaluated that apart from these benefits, adoption of CSR
policy also leads to certain negative impacts over TRU Hotel in the form of affecting its terms of
employment. This means that while making good relation with other people or labours or society
it sometimes forgot to take care about its own employees. This result in creation of bad
employment relation. This, will ultimately affect its working culture and finally its performance.
Benefits of CSR for hospitality industry, government and civil society:
Apart from individual hotel or sector it also benefits wider sections of the society
including whole hospitality industry, government and civil societies too. Though, being a
voluntary practice, adoption of this concept will help the entire hospitality in wider terms. Since
this industry is dependent on natural resources for its operation so adoption of sustainability and
CSR concept will help it in raising its image in society along with securing the resources for

future use. Thus, in addition of good operation of business of hospitality industry, its
productivity will also raise and enhanced.
Apart from hospitality sector it will benefit to government too. As it involves contribution
of companies for the betterment of society so adoption of this practice will directly helps
government in terms of benefiting the societies. Since government also contribute towards the
society so in addition of government, contribution of companies towards the society will directly
supports government (Abbas, 2020). In addition to government or hospitality sector it also leads
to benefits the civil societies or general people.
Since, CSR involve responsibilities of companies towards society so in comparison of
other sectors it majorly benefits society only. In addition, of securing resources for society,
companies also provides and consider society's need. This involves either providing them
employment opportunities to needy one, providing good services in terms of maintenance of
common parks, performance of activities related to their betterment in terms of fulfilling their
needs and many more are included in this.
Social media practices and its impacts over customer's satisfaction and experience
Social media or using of social media plays an important role in every company including
hospitality sector too. Involvement of social media will helps every company or sector to raise its
business along withy achievement of its objectives and goals. It acts as communication mode by
which companies would able to interact with its customers and deliver their current policies or
new introduced policies (Greenhow, Gleason and Staudt Willet, 2019). Social media also helps
companies to raise their customer's experience and satisfaction.
Social media practices of TRU Hotel and its impacts over its customers:
TRU Hotel adopt various social media practices by which it will not only support its
business operation but it will also raise its customer's experience. Social media practices of TRU
Hotel includes:
Presence and maintenance of social media pages:
TRU Hotel carefully follow this practice while operating its social media accounts. As
per this practice TRU Hotel being always active over its social media platform and shares every
important information or changes over its official pages of Facebook or Instagram and various
other. Apart from being active it also reverts every comment or reviews of its customer.

Adoption of this practice will not only benefit it in terms of raising its business through
promotion but at the same time it also enhances its customer's experience due to active
participation of company. In addition, of being present or active over social media, TRU Hotel
also adopt the practice of maintenance of its official pages or accounts. Since, many changes
occurs nowadays so with compliance of those changes TRU always updates its official accounts
in terms of up-gradation of its official pages or accounts.
Continuous measurement and analysis:
In addition, of being active over social media, implementation of this practice is equally
beneficial for every company. TRU Hotel being always cautious about this practice. As per this
practice, it always measures and control its performance over social media. Hence, it can be
evaluated that this practice enables it to analyse and measure its performance that whether it is
hitting its target or not.
Targeting audience:
This is also an important practice adopted by TRU Hotel. As per this practice it analyses
the target market or audience and on the basis of that analysis it captures its audience. Since
society is a mixture of various people of different age, perspective, thinking and thoughts. So
TRU Hotel always try to adopt and implement those social media practice by which it can give
consideration to every aspect of its audience. This practice allows it to select the best medium
and mode of social media by which it can in addition of raising its customer share also help it to
enhance its interaction with its audience along with raising satisfaction of its customers.
Implementation of social media as per target customers:
After targeting its audience TRU Hotel adopt adequate social media modes by which it
will not only raise its customer's experience but at the same time also improvised its promotion
strategies. As per this practice with the targeted customer's, TRU implement various modes of
social media including twitter, Facebook, Instagram and various other. This practice enables it to
meet demands of customers who uses any of the above media (Jermsittiparsert, 2019). So, it
would be evaluated that at one place it raises customer's experience and resolves their disputes if
any and on the other side it helps TRU to accomplish its objectives in the form of capturing
larger share of customers.
Feedback:

Availing an option of feedback will helps TRU Hotel to listen its customer's views and
perspective. This has dual advantage to it. As this practice enables the customers to share their
views about the services of hotel. Similarly, at the same time it also gives a chance to TRU to
improvise its level of services so that it can more raise customer's experience. Thus, feedback
practice of social media enables TRU to maintain as well as raise the standard of its services so
that along with its objectives it can raise its customer's level of satisfaction too.
Competitor's analysis:
This is one of the most important social media practice which enables the companies to
have an idea about its competitor's policy and practices. TRU also implement this practice in its
workplace. This practice helps it to analyse real market situation and trends. This analysis gives
information about competitor's current social media practices. Thus, it can be analysed that with
the adoption of this practice, TRU enables to have a careful selection of social media which will
in addition of meeting its objectives also meet current trends.
Establish adequate social media tone:
Implementation of this practice is essential for every company and sector. As per this
practice, every company or sector have to set an adequate tone of its conversation. Using of
customer friendly and attractive tone is also one of the important practice followed by TRU
Hotel. Being a hotel which belongs to hospitality sector, so it is very essential for it to have
polite and guest friendly tone. Likewise, using such tone over social media by TRU will also
help it to build good relation with its customer along with raising satisfaction among customers
that hotel is having active listening and good mode of interaction.
Thus, it can be evaluated that implementation of these practice and using of social media
in working culture by TRU will helps it to raise its customer's experience along with meeting its
targeted objective of high customer share and good sales and revenue. Therefore, social media in
addition of helping companies for their accomplishment of goals also helps the companies or
sector to have a good promotion of their business (Hermida and Mellado, 2020). This practices
also leads to creation and building of good brand image of TRU in the competitive market so that
it can lead the market along with meeting its goals.

CONCLUSION
From the above report it can be summarized that it is very essential for every industry
including hospitality sector and TRU to consider and comply with every emerging trends so that
they can meet their goals. It is also being understood that for better compliance hotels may adopt
adequate leadership style in their organization so that along with meeting objectives they can
take care about maintenance of satisfaction level of their employees. In addition, of this factor,
TRU Hotel also lies equal focus over CSR and its related activities which will not only help it
towards meeting social needs but also lead it to work in ethical manner. Likewise, TRU also
ensure that it can meet its organizational responsibilities along with implementing responsible
leadership. It is also discussed in this report that with due consideration over these points TRU
also adopts various effective social media practices so that along with making promotion of its
business it can have effective interaction with its customers so that it can maintain their level of
satisfaction and improve their experience.

REFERENCES
Books and journals
Abbas, J., 2020. Impact of total quality management on corporate green performance through the
mediating role of corporate social responsibility. Journal of Cleaner Production.242.
p.118458.
Agudelo, M.A.L., Jóhannsdóttir, L. and Davídsdóttir, B., 2019. A literature review of the history
and evolution of corporate social responsibility. International Journal of Corporate
Social Responsibility.4(1). pp.1-23.
Al Khajeh, E.H., 2018. Impact of leadership styles on organizational performance. Journal of
Human Resources Management Research, 2018, pp.1-10.
Buil, I., Martínez, E. and Matute, J., 2019. Transformational leadership and employee
performance: The role of identification, engagement and proactive
personality. International Journal of Hospitality Management.77. pp.64-75.
El and et.al, 2017. CSR, organizational identification, normative commitment, and the
moderating effect of the importance of CSR. The Journal of Developing Areas.51(3).
pp.409-424.
Fiaz, M., Su, Q. and Saqib, A., 2017. Leadership styles and employees' motivation: Perspective
from an emerging economy. The Journal of Developing Areas.51(4). pp.143-156.
Greenhow, C., Gleason, B. and Staudt Willet, K.B., 2019. Social scholarship revisited: Changing
scholarly practices in the age of social media. British Journal of Educational
Technology.50(3). pp.987-1004.
Hermida, A. and Mellado, C., 2020. Dimensions of social media logics: Mapping forms of
journalistic norms and practices on Twitter and Instagram. Digital Journalism.8(7).
pp.864-884.
Hughes, and et.al., 2018. Leadership, creativity, and innovation: A critical review and practical
recommendations. The Leadership Quarterly.29(5). pp.549-569.
Ismail and et.al, 2018. Leadership in construction: Leadership styles practiced in construction
project–A review. Journal of Advanced Research in Business and Management
Studies.13(1). pp.24-30.
Jermsittiparsert, and et.al., 2019. Do consumers expect companies to be socially responsible?
The impact of corporate social responsibility on buying behavior. Uncertain Supply
Chain Management.7(4). pp.741-752.
Lacerenza, and et.al., 2017. Leadership training design, delivery, and implementation: A meta-
analysis. Journal of Applied Psychology.102(12). p.1686.
Megheirkouni, M., 2017. Leadership styles and organizational learning in UK for-profit and
non-profit sports organizations. International Journal of Organizational Analysis.
Peng, Z., Gao, B. and Zhao, H., 2019. Coaching leadership and subordinates' career success: The
mediating role of leader–member exchange. Social Behavior and Personality: an
international journal.47(11). pp.1-8.
Wang, Z. and Sarkis, J., 2017. Corporate social responsibility governance, outcomes, and
financial performance. Journal of Cleaner Production.162. pp.1607-1616.Abbas, J.,
2020. Impact of total quality management on corporate green performance through the
1

mediating role of corporate social responsibility. Journal of Cleaner Production.242.
p.118458.
Zeimers and et.al, 2019. Organisational learning for corporate social responsibility in sport
organisations. European Sport Management Quarterly.19(1). pp.80-101.
Online references
Becker, B., 2020. The 8 Most Common Leadership Styles & How to Find Your
Own. [Online]. Available through <https://blog.hubspot.com/marketing/leadership-
styles>
Fox., j 2018 Hilton updates TRU Hotels prototyp., [Online]. Available through:
<https://www.hotelmanagement.net/design/hilton-launches-new-prototype-for-tru-
hotels>
2