Hospitality Consumer Behaviour and Insight - Desklib

This report discusses the different factors that influence the behaviour and attitudes of consumers in the accommodation sector, including societal, cultural, personal, and psychological factors. It also examines the impact of advanced technology on consumer trends and the various stages of the managerial process in the hospitality industry.

Hospitality
Consumer
Behaviour and
Insight

Index
INTRO.............................................................................................................................................4
Attitudes of the consumer ......................................................................................................4
changing trends of the consumer with the effect of advanced technology............................5
Study divergent elements that affect the behaviour of the customer .....................................6
Changes in the attitude and behaviour of the client ..............................................................6
Divergent stages of managerial process and frame a route for purchasing...........................6
The importance of development of route for marketers........................................................7
Response of marketers in the directing process ....................................................................8
Differentiate between B2B and B2C.....................................................................................8
various approaches of market survey and ways of research ..................................................9
justified evaluation of several things that impact the industry ............................................10
The response of dealers in the management process............................................................10
Application of relevant concept, theories and practices .....................................................10
CONCLUSION..............................................................................................................................10
CITATIONS..................................................................................................................................13
Books and Journals...............................................................................................................13

INTRO
Consumer behaviour refers to the study of individual, organisations and groups in that are related
with the use and buying of goods and services. It consists of preference, emotions and attitudes
that affect the purchasing behaviour of the consumer. Behaviour of the customer act as a
decision-making tool while purchasing of goods and services. This report is based on Hilton
Hotels & Resorts. Hilton is a multinational hospitality organisation that provide hotels and resort
facilities to its customers. The organisation was founded in 1919 by Conrad Nicholson Hilton
(Corcoran,2021). The headquarter of the company is located in McLean, Virginia, U.S. The
company provide its services through approx. 600 hotels all around the globe. This report will
include discussion on different factors which create an influence on behaviour and attitudes of
consumers of accommodation sector. Several societal,culture, personal as well as psychological
factors along with changing consumer trends because of influence of automated techniques has
been discussed, various stage in the managerial process of the hotel, major differentiation in
context of Business to Business and Business to commerce, divergent methods to census and
influence of the market on different stage has also been highlighted in this report (Lee, Brennan
and Wyllie,2022).
Attitudes of the consumer
Behaviour of the consumer can be defined as an analysis for decision-making capability
of the customer about what they want to buy, when to buy and how to buy it. Consumer
behaviour and attitude plays a crucial role in decision making process in order to buy goods and
services. The decision of a buyer is influenced by different elements, characteristics and factors
(Grzegorczyk, 2022). Various different elements that affect the managerial decision of the
customer such as social, culture, personal as well as psychological etc. These components have
been highlighted below-
 Culture factor – It refers to the different learnt customs, beliefs, norms and values
that influence the behaviour of the customer. The seller has to be well versed with
culture and custom of different regions and group of people as the effect of
customs on conduct of the consumer differ from region to region and nation to
nation. As Hilton is a global organisation and it provide it services all around the
globe. Cultural analysis helps the organisation in identifying needs, habits, taste

and preference of the consumer. Hotel Hilton provide services to their customer
accordingly as per the outcome of the cultural analysis. Several marketers such as
Hotel Hilton use sub-culture in order to divide the market into small groups which
help them to easily analyse the needs and taste of the customers. The buying
behaviour of the consumer fluctuates as per the change in cultural trends.
 Social factor - It refers to the factor that includes family, relatives, reference
group, roles and status. These factors impact the buying behaviour of the
consumer directly or indirectly. Hotel Hilton takes care of this factor very well
and provide quality service to its consumers as it is known the guest of the hotel
will publicise it with word of mouth. The hotel takes care of the need of the
consumer and solve all their issues immediately which helps them in catering
good consumer base.
 Personal factor – Consumer behaviour is also influenced by personal behaviour.
These factors consist of age, occupation, lifestyle, personality, financial and
economic situations etc. Mostly individuals select Hotels which provide best
service according to the life style, financial and economic condition. Hotel Hilton
also take care of these factors and provide service to its consumer according to
their preference and budget.
 Psychological factor- These are the traits and characteristics that influence the
behaviour of an individual psychologically or socially. The behaviour of the
consumer is influenced by perception, motivation, learning and experience. A
deep study of psychological factors has been done by Hilton Hotel to cope up
with changing demand and trends of the customers.
Inspect changing trends of the consumer with the effect of advanced technology
Trends of the consumer refers to the routine activities and behaviours that are
widespread among consumers. In simple words consumer trends can be defined as new
behaviour, attitude and opinion etc. These trends define the desires, beliefs, values and
concerns that influence the buying capacity of an individual(Nimri, Patiar and Jin,
2020). Digital technology is a part of modern life style of the individual. It plays an
important role in everyone day to day lives. Technological changes and advancements
are being adapted by individuals very rapidly. Through several analysis it has been
stated that the advancement in the technology is the latest and biggest trend that will

provide both challenges as well as opportunities to the business worldwide. Several
technologies have been adopted by the Hospitality industry of UK. Hilton has used
several technologies to analyse the needs and behaviour of the consumer which help the
organisation to get competitive advantage over others in the marketplace. Smart hotel
technology is used by Hotel Hilton which enables customer to control their room
remotely. This allows guests to open and close doors, curtain, TV and fan etc. This
technology makes the experience of the guest more enjoyable and it also aids the
business in retention of clients(Zhong and et.al.,2020). Hotel Hilton has also introduced
a new technology which help its guest to easily book the rooms just by sitting at home.
Study divergent elements that affect the behaviour of the customer
With help of above stated analysis it is identified that different demographic elements like
social, personal and psychological factors create an influence on buying etiquette of consumer
directly or indirectly (Park and Min, 2020). These factors include both internal and external factors
such as age, family, environment, nationality, income etc. these factors are the basic source of
differentiation among different consumer groups which help in satisfaction of different needs,
wants, taste and preference of the customer using the analysis of different demographic factors.
the appearing changes in the attitude and behaviour of the client
Trends of the behaviour as well as attitudes of the buyer is constantly changing specially
in the hospitality business. Hotel Hilton use to evaluate these emerging trends to analyse the
customer behaviour in order to know the preference of the guests. Internet is considered as an
influential technology that has an influence on the consumer behaviour. It has been known
several hospitality businesses such as Hotel Marriot, Hilton and Premier inn use Cyber
Marketing for their promotions (Bux and Amicarelli, 2022). These days the maximum booking is
done through different online sources. On the basis of the above stated facts a strategic
framework for consumer behaviour model has been formed.
Study divergent stages of managerial process and frame a route for purchasing in context of
discussed service.
It is very essential for research plus marketing department of the businesses to invest the
ways in which the consumer behaves towards different products and services. There are
several stages of buying judgement of consumer and some stages is being highlighted
below –
 Need Recognition – At this stage the needs and preference of particular goods and
services is identified. it is very important to identify the need.

 Information search – Before taking any hospitality service the consumer use to take
review and feedback from their family, friends and relatives and do comparison.
All the factors have been considered while analysing the trend and it has been
evaluated that it lies on the expectation level or not.
 Pre- Purchase evaluation- After researching about the choices, taste and preferences
of the customers, the opinion is generated by the consumer such as service, location
and price.
 Purchase- In order to avail these services and to make a purchase decision, the
customer get dependent on the choice and attitude of the market. After the analysis
of these factors the consumer avail the services of different Hotel.
 Post Purchase evaluation – After selling the service to the consumer post service
satisfaction is of key importance in the buying activity of consumer. If the services
provided by the Hotel Hilton does not match with the expectation of the consumer
it can affect the retention rate of the consumer in the hotel.
The importance of development of route for marketers
The development of route is necessary in hotel industry as it allows business to
gain knowledge about common problems that are faced by the consumers which also allows the
businesses to improve these. Mapping the consumer decision making helps in identifying the
quality and it also help businesses in highlighting different opportunities to provide consumer
support they need. It also helps markets to plan their business strategies according to the taste
and preference of the consumers (Goryushkina and et.al.,2018). It also assists the marketer to know
about the customer experience with their organisation. Hotel Hilton is a global business and it is
essential to have excellent mapping of customers as the main aim of hospitality business is to
provide exceptional service to their client. It also helps the hotel Hilton in identifying the desires
and expectations of different consumers. It is important for the hotel to make arrangements for
different types of customers that arrive in the hotel as the need and demand of the consumer
differ from person to person. It can be stated that the customer mapping is very important to
create an impact on the consumer. It also helps in consumer retention and engagement which
ensure that the organisation met with the desire and expectation of the consumer.

Response of marketers in the directing process
There is a different manner in which every marketer responds in context of decision-
making process. It helps the hospitality industry like Hotel Hilton in one or another way.
Different processes such as Recognition of need, Search for data, Evaluation before purchase and
After Purchase evaluation has been used in identifying the buying behaviour of the customer
(Salazar, 2018).
Differentiate between B2B and B2c with the help of relevant examples
B to B is an acronym that is used for Business to Business. It is defined as a procedure of
providing stuff along with assistance to another business whereas B2C is an acronym
which is used for Business to consumer. It is defined as a procedure of selling goods to the
buyer and assist them . The key difference of hospitality decision making process between
B2B and B2C has been highlighted below –
Basis Firm centric business Customer centric business
Number of users The number of users is very
few in B2B application in
the hospitality industry
In hospitality industry there
are lot of consumers
availing direct services
from the hotels.
Customer relationship B2B marketing focuses on
building transactional
relationship. For example-
Trivago is a B2B platform
that provide business to
different hoteliers and it
also market the facilities
and features of different
hotels on their platform.
B2C marketing focuses on
building personal
relationship with the client.
For example- Hotel Hilton
provide their consumer
exceptional service and
which help the organisation
in building good
interpersonal relationship
with the consumers.
Decision making In B2B the decision-
making process is slow. For
In B2C the decision-making
process is quick. Hotel

example – Expedia is an
online platform which also
provide hospitality services
to their consumers as in
order to take decision in
this business becomes more
difficult as it requires
opinion from different
business groups.
Marriot is also an B2C
platform which provide
direct service to their
consumers as in order to
take decision in this
industry is simple as
opinion from different
businesses is not required.
various approaches of market survey and ways of research
Survey of the marketplace plays an crucial role in development and growth of the
business. Research is very helpful in planning process and formulation of strategies. It
also helps in analysing the behaviour and need of the buyer(Fyall and et.al., 2019. There
are various methods and approaches that help an organisation in collection f
information which provide several advantages to the business in the marketplace.
Some of these approaches and methods that are used to understand the decision-making
process has been discussed below-
 Survey- It refers to the process of examining different questionnaire by different set of
individuals about particular data, service and product. It is very important in the
hospitality business to do regular survey as it helps the business in the analysing the
market trends and preferences of the consumer. Hotel Hilton regularly do survey as it is
the best way to gauge consumer satisfaction and it also help the hotel in analysing the
problem faced by the consumer.
 Competitive analysis- It refers to the analysis of strength and weakness of the competitor.
In simple words it can be defined as an analysis of different hotel of similar price and it
helps the business to evaluate own product and services against the services of the
competitors. This will help the business in planning the decision for the future. The
competitive analysis of different competitors helps Hotel Hilton helps the business in
getting competitive advantage over others at marketplace.

justified evaluation of several things that impact the industry
The influence of the marketers on the different stage of the decision-making process of
hospitality industry has been discussed below –
 Competitiveness - The major challenge in the hospitality industry is increased
competition. Hotel Hilton must clearly evaluate the competition in the market as it
helps the organisation in gaining competitive advantage over others in the
marketplace.
 Buyer Behaviour - The behaviour of the buyer refers to the study of the analysis of
the product and services offered by an organisation. It helps the business to cater
different factors to satisfy different consumers. The buying pattern of the client in
hotel industry is influenced by need, taste and preference of the customer.
The response of dealers in the management process
Dealers use different analyse for knowing preference of buyer and they use different
techniques to deal with the taste and preference of the customer. The major work of the
hospitality industry is to provide service to its customer. Hotel Hilton has made effective use of
this technique and has analysed the market trend in efficient manner which help them to provide
exceptional service to their consumer which also aids in consumer engagement and retention
(Hague, 2021)
.
Application of relevant concept, theories and practices that create an influence on the decision
making process
Engel Kollat Blackwell Model refers to the theory of behaviour that operates in the four
distinct stages which also influence the purchasing power of the consumer. This model was
formulated in 1968 by ECB. It also acts as a map for marketers to keep a check on the need
and preferences of the customers. These stages are Input Information Stage, stage of data
processing, Stage of decision making and Factors affecting the decisions.
CONCLUSION
In this report it has been observed that a crucial role in played by habits of the consumer in
growth and success of any business. In this report a brief discussion is given on the

Hospitality industry and on Hotel Hilton. Influence of several factors on habits of the
consumer and attitudes has been highlighted in this report. Different consumer trends that
influence the buying behaviour has also been discussed above in this report. The capability
to develop a purchasing route in context of Hotel Hilton has also been discussed in the file
Several phases of decision making and its importance on marketers has also been stated in
this report, appropriate form of research and its influence on the decision making process of
the consumer with the key difference between B2B and B2C has also been listed above in
this report, different factors influencing the decision making and buying behaviour of the
consumer of the hospitality industry has also been discussed in this report, influence and
application of different stage has also been stated in this report with the help of several
different examples relevant to the hospitality industry.

CITATIONS
Books and Journals
Corcoran, A., 2021. Teaching consumer behaviour. In Teaching Marketing (pp. 131-157). Edward Elgar
Publishing.
Lee, C., Brennan, S. and Wyllie, J., 2022. Consumer collecting behaviour: A systematic review and future
research agenda. International Journal of Consumer Studies, 46(5), pp.2020-2040.
Grzegorczyk, T., 2022. Technological innovations and consumer behaviour. In European Consumers in
the Digital Era (pp. 43-58). Routledge.
Nimri, R., Patiar, A. and Jin, X., 2020. The determinants of consumers’ intention of purchasing green
hotel accommodation: Extending the theory of planned behaviour. Journal of Hospitality and
Tourism Management, 45, pp.535-543.
Zhong and et.al.,2020. Impact of robot hotel service on consumers’ purchase intention: a control
experiment. Asia Pacific Journal of Tourism Research, 25(7), pp.780-798.
Park, J. and Min, H.K., 2020. Turnover intention in the hospitality industry: A meta-analysis. International
Journal of Hospitality Management, 90, p.102599.
Bux, C. and Amicarelli, V., 2022. Circular economy and sustainable strategies in the hospitality industry:
Current trends and empirical implications. Tourism and Hospitality Research,
p.14673584221119581.
Goryushkina and et.al.,2018. The world hotel market: current state and development trends. International
Journal of Mechanical Engineering and Technology, 9(13), pp.618-627.
Salazar, A., 2018. Hospitality trends: Opportunities and challenges. Worldwide Hospitality and Tourism
Themes.
Fyall and et.al., 2019. Marketing for tourism and hospitality: Collaboration, technology and experiences.
Routledge.
Abardeh, H.C., 2022. Finding a Path to Success for the Hilton Atlanta Downtown Hotel. In SAGE
Business Cases. SAGE Publications: SAGE Business Cases Originals.
Hague, P., 2021. Market research in practice: an introduction to gaining greater market insight. Kogan
Page Publishers.