Factors Influencing Consumer Behaviour in Hospitality Industry

This report discusses the various factors that influence consumer behaviour and attitude in the hospitality industry, with a focus on Travelodge. It also analyzes the emerging trends in consumer behaviour and attitude.

Consumer Behaviour

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Factor that influence consumer behaviour and attitude in hospitality industry...........................3
Change in customer behaviour and attitude due to digitalization................................................3
Analysis emerging trends in consumer behaviour and attitude...................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Consumer behaviour is study and analysation of individual behaviour that helps to
understand customer preferences while purchasing, using products and services to their satisfy
needs and wants. Customers trends are continuously changing in hospitality industry due to
innovation in technology and digitalisation. Customers demand more facilities at affordable rates
thus this report discuss various factors that influence consumer behaviour while booking hotels
such as Travelodge. Travelodge is a private company that operates in hospitality industry having
570 hotels across UK.
LO1
Factor that influence consumer behaviour and attitude in hospitality industry
There are various factors such as social, culture, psychological and personal that
influence consumer behaviour and attitude in hospitality industry. Thus, various factor that
impact on consumer decision-making while booking Travelodge hotels are as follows:
Culture and social Factors: It is one of the important external factor that impact on consumer
decision-making as different people have different culture and tradition. Culture are formed by
heritage and common experience of people living in society (Tasci, 2017). Travelodge by
identifying culture and social values of people have provided various services and facilities, food
in its menu as per expectancy of customers. Customer also take review from other people living
in society while choosing a particular hotel so Travelodge by providing world-class facilities and
qualitative services t customer is able to gain 5 star and enhance its brand value.
Personal Factor: Personal taste and preference of individual also affect consumer decision-
making while choosing hotel. Such as people who prefer quality services and luxurious life will
prefer hotel such as Travelodge to effectively utilized their time and money.
Physiological Factors: Needs and perception of customers motivate it while buying product and
services of company (Belarmino and Whalen, 2019). If customer want to utilize its leisure time
and money and have enough money effectively then it will motivate to book hotel such as
Travelodge that offer qualitative services to its customers.
Change in customer behaviour and attitude due to digitalization
Due to advancement in technology and digitalisation consumer trends have change
tremendously as they have become more demanding and require large number of services at
reasonable cost. Various changes in consumer trends while choosing hotels are as follows:

Wi-Fi user pay models Dwindling: Now customer demand free Wi-Fi facilities so that they can
easily connect with their relatives. Travelodge also offer free Wi-Fi networks across its hotel to
boost customers satisfaction (Morosan and DeFranco, 2019). High density network that can be
connected with mobile phones attract both professional groups and leisure traveller for
conference or other function.
VTC conference capabilities: Profession group now demand conference room that can
incorporate element of Voice over internet protocol, Audio or visual and Video teleconferencing.
Thus, forcing hotels to ensure conference room facilities with well-equipped technology.
Travelodge by providing well-equipped infrastructure to incorporate element is able to attract
professional group for organizing conference.
Automated Check- Ins and Notification: Customers are expecting that hotel provides
personalized experienced to them and various facilities such as check in when they arrive at
lodging destination. Travelodge by offering its various services and promoting its products
through social sites is able to attract large number of customers. Notification is to be given to
customer through use of updated technology (Ko, 2018). Company also take review of customer
services and try to make changes as per demands of customers thus able to provide immerse
experience to customers.
Near field communication: NFC by activating two smart devices such as POS machine and
credit cards helps in transfer of maximum data of 424 kbit/ sec. Transaction is secure and instant
so this two feature are attracting customer to demand such facilities in Hotel for transfer of
information. Thus, Travelodge uses NFC facilities to market its product in order to attrct target
customers.
Analysis emerging trends in consumer behaviour and attitude
From the above analysis it can be stated that Travelodge by re-branding and adapting to
new technology and using advance equipment in infrastructure is able to gain competitive
advantages in the market (Wei, and Tasci, 2017). It by providing various services such as
personalised experience, free Wi-Fi networking and auto mated check and notification is able to
attract large number of customers. Near field also helps in effective advertisement for
Travelodge feature and services that it render to customers.

CONCLUSION
From the above report it can be concluded that consumer decision is affected by various
factors such as social, culture and personal. Travelodge is able to gain competitive advantages in
market by identify and fulfilling all such factor that influence customer behaviour. It can also be
explained that Travelodge by adapting to new technology is able to attract large customer and
expand its business.

REFERENCES
Books and Journals
Belarmino, A. and Whalen, E. A., 2019. Examining the impact of political candidates on hotel
revenue. Journal of Hospitality and Tourism Insights.
Ko, C. H., 2018. Exploring Big Data Applied in the Hotel Guest Experience. Open Access
Library Journal.5(10). pp.1-17.
Litvin, S. W., Goldsmith, R. E. and Pan, B., 2018. A retrospective view of electronic word-of-
mouth in hospitality and tourism management. International Journal of Contemporary
Hospitality Management.
Morosan, C. and DeFranco, A., 2019. Mapping the impact of hotel promotional factors on
consumers’ actual use of interactive systems in hotels. Journal of Hospitality and
Tourism Technology.
Tasci, A. D., 2017. Consumer demand for sustainability benchmarks in tourism and
hospitality. Tourism Review.
Verma, M. and Verma, K., 2017. Social Media a Promotional Tool: Hotel
Industry. Journal of Advances In Humanities. 5(1). pp.221-223.
Wei, W. and Tasci, A. D., 2017. Antecedents and consequences of experiential versus utilitarian
consumption in the travel context. International Journal of Culture, Tourism and
Hospitality Research.
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