Factors Influencing Consumer Behavior in Hospitality Industry

This report discusses the factors influencing consumer behavior in the hospitality industry and how Travelodge can improve its services and products to satisfy customers. It covers cultural factors, social factors, personal factors, and psychological factors that impact consumer behavior. It also explores the influence of digital technology on consumer behavior and emerging trends in the hospitality industry.

HOSPITALITY
CONSUMER BEHAVIOUR
AND INSIGHT

Table of Content
INTRODUCTION...........................................................................................................................1
Factors Influencing Consumer Behavior in Hospitality Industry................................................1
Influence of Digital Technology of Consumers Behavior...........................................................2
Emerging Trends in Consumer Behavior In Hospitality Industry...............................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Consumer behaviours is the study of the individual or group of individual to analyse thejr
buying process to purchase goods and services to satisfy their needs and wants in market. This
report helps to identify different factors which helps to identify consumers behaviour of
Travelodge Hotel to increase its market share and improve its quality of services and products to
satisfy its customers effectively.
Factors Influencing Consumer Behaviour in Hospitality Industry
Due to increase in the demand of customers in hospitality industry it is very important
for business to analyse all the market factors to meet the demand of customers and increase their
satisfaction to increase market share (Rahman and Reynolds, 2019). Travelodge hotel also need
to analyse all consumer behaviour factors to improve their services and products and also adopt
digital technology to gain better profit margins.
Cultural Factors
Cultural value is the part of very consumer and it is very essential Travelodge to identify
this factors as it has potential to impact the customers' behaviour for buying. Beliefs and
knowledge of consumers are also dependent on their culture which can impact the decision-
making process of customers. For example, many countries have culture of wearing turbans and
some countries have tradition of wearing hats or ties. Travelodge need adopt according to culture
in order to increase the efficiency of business in the particular market.
Social Factors
Social factors are the influences which consumer receives from different individual with
whim they are surrounded with (Ustrov, Valverde and Ryan, 2016). Customers have the
tendency to take advice from their close friends and family to purchase any services and product
in hospitality industry as they have experience. Any bad experiences can impact the Sales of
Travelodge and reduce its brand value negatively.
Personal Factors
Personal factors are age, occupation , income level, lifestyle , personality of customers
which help them to make decision to buy products and services in Hospitality industry. This
factors can reduce the sales of business due lack of many personal factors to satisfy the needs.
Hotel has to formulate effective strategies to increase potential.
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Psychological Factors
Consumers buying pattern can also be influenced this factors which includes basic needs,
safety needs, belongingness, self-esteem needs and self actualization needs. These needs have
potential to impact hotel as many customers have needs to feel safe in hotel and feel respected
but due to ineffective staff and low quality infrastructure the business reduces its potential to
satisfy customers.
Influence of Digital Technology of Consumers Behaviour
Travelodge has to improve its technology and information system as the market demand
for technology is changing and it is also actioning the consumer buying behaviour. Due to
increase in online travel agents it has also increased the options for consumers to decide and opt
for many other Hotels in hospitality industry (Kustos and et.al., 2019). Digital era has also
improved the capabilities of customers to increase their knowledge and be aware of all the
services and products Travelodge s offering in the given price and easily compare it online. This
has impacted the sales of Travelodge hotel. Increase in Social media usage and digital marketing
has impacted Travelodge business however this also provide better information to hotel about
current market trends to increase their efficiency in attracting more customers and satisfy them
while competing in market effectively. Hotel industry has also improved its transparency for
customers by providing all the information and providing what is promised to increase trust and
brand value in market effectively.
Emerging Trends in Consumer Behaviour In Hospitality Industry
Travelodge has analysed new emerging consumer behaviour trends which can help the
business to increase its market share and improve the satisfaction of customers effectively.
Health Consciousness
There s the change in consumer behaviours pattern of being healthy and also choose hotel
according this need. Travelodge provides healthy food which is organic and also has all the
fitness equipment in their hotel for the fitness lovers.
Social Media
Due to increase in access of internet there is a new trend to book hotel on social media by
viewing the website of the hotel and proving detailed information effectively. Travelodge has
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adopted digital marketing to increase the touchpoints of customers and increase sales,. Hotel has
also improved its mobile application to attract more customers.
BLeisure Travelling
Many business travels are now looking for hotel which have both business class facilities
and leisure stay (Jauhari, 2017). Travelodge provides has all the facilities in their hotel as they
provide meeting rooms, auditoriums and also pool for leisure.
CONCLUSION
This report concludes that t is very essential for businesses in hospitality industry to
identify all the factors of consumers behaviours to satisfy them and increase their experience to
make them loyal. Report discussed different trends of customer behaviours which helped to
increase the efficiency of Travelodge and gain better market share.
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REFERENCES
Books and Journal
Jauhari, V. ed., 2017. Hospitality marketing and consumer behavior: Creating memorable
experiences. CRC Press.
Kustos, M and et.al., 2019. Using consumer opinion to define New World fine wine: Insights for
hospitality. International Journal of Hospitality Management. 83. pp.180-189.
Ustrov, Y., Valverde, M. and Ryan, G., 2016. Insights into emotional contagion and its effects at
the hotel front desk. International Journal of Contemporary Hospitality Management.
Rahman, I. and Reynolds, D., 2019. The influence of values and attitudes on green consumer
behavior: A conceptual model of green hotel patronage. International Journal of
Hospitality & Tourism Administration. 20(1). pp.47-74.
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