Hospitality Consumer Behaviour and Insight

This report explores the factors that influence consumer behaviour and attitudes in the hospitality industry, including cultural, social, personal, and psychological factors. It also examines the stages of the consumer decision-making journey and the impact of digital technology on consumer trends. The report discusses the distinctions in the hospitality decision-making process in B2C and B2B contexts and the strategies and research methodologies used by marketers to comprehend the decision-making process.

Hospitality Consumer
Behavior and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context...................................................3
Explore how consumer trends are changing due to the impact of digital technology.................4
TASK 2............................................................................................................................................5
Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service...................................................................................5
Investigate why it is essential for marketing managers to plan a route to purchase and know
customer decision-making in the hotel industry..........................................................................6
TASK 3............................................................................................................................................6
Using particular hospitality instances, discuss the major distinctions in the hospitality
decision-making process in the contexts of B2C and B2B..........................................................6
Examine the various strategies to market research and research methodologies used to
comprehend the decision-making process...................................................................................7
TASK 4............................................................................................................................................8
Examine how marketers might impact the various phases of the hospitality decision-making
process using examples from hospitality industry.......................................................................8
Examine ways marketers behave to decision-making processes using relevant examples from
the hospitality industry................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journal......................................................................................................................10

INTRODUCTION
Consumer behavior and insights refers to the study of individuals and organizations which helps
to identify the behavior and attitude of consumers towards products and services of an
organization. In case of companies in hospitality industry consumers is most concerned about the
services that has been provided by the companies and products are considered as secondary for
the customer satisfaction (Jauhari, 2017). It is essential for every organization to identify the
behavior of consumers and have proper insights about their consumers and to understand the
consumer behavior and insights in case of hospitality industry the organization premier inn is
considered. Premier inn is a British hotel chain which is considered as the largest hotel brand of
United Kingdom having 800 hotels with more than 72000 rooms in their hotels. The company
has their hotels in numerous locations which includes suburbs City centers airports and many
more. This report is going to contain the various factors that has their influence on the attitude
and behavior of consumers in premier inn and the consumer trends that are changing with the
impact of digital technology. This report also contains the various stages of decision making
process of a consumer and its importance to the marketers for the success of an organization.
There is a huge difference between the decision making process in both business to customers
and business to business process which has also been identified in this research with the different
approaches related to the market research and methods to understand this decision making
process. In the last this report contains the role of marketers that have their influence on the
various stages of the decision making process of hospitality organizations with examples and the
way they respond to this process in the sector.
MAIN BODY
TASK 1
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context.
There are so many factors that has its influence on the behavior and attitudes of
consumers in the hospitality industry. These factors can be classified in several categories in
context of Premier inn that are given below:

Cultural Factors: Culture refers to the combination of values beliefs and customs that has been
followed by consumers and are served by the organization to regulate the consumer behavior of a
particular society (Dixit, Lee, and Loo, 2019). This cultural factors that has influence on the
behavior and attitude of consumers includes the culture and subculture of buyers. In case of
premier inn the company provides the environment to their customers that has been dependent to
the local culture in which the hotel established so that they can be able to deal with the cultural
factors to influence the attitude and behavior of consumers.
Social Factors: Social factors refers to the factors that are prevalent in the society in which the
consumer lives and it is composed of various individuals who have different taste and
preferences. In case of premier in the organization has their focus to influence their behaviors to
fulfill the personal preferences of different set of individuals so that various activities can be
performed in the organization which are acceptable to the society. The essential social factors
that influence the buying behavior and attitudes of consumers are the family reference group’s
role and status in the society for which the individual chooses premier inn for their stay.
Personal factors: The personal factors also influences the buying preferences and behavior of
consumers such as age and life cycle stage occupation economic situation lifestyle and
personality and self-concept (Islam, and Kirillova, 2020). In case of premier inn the customer
will choose the company for their stay on the basis of their income and affordability of the hotel
and also agent lifecycle stage which includes the services that has been provided by the hotel to
them at different ages.
Psychological factors: The psychological factors that has their influence on the buying behavior
of customers are the motivation perception believes and attitude and psychology of consumers
towards the hotel. It has been analyzed that premiere in provides for various promotional
activities to create a positive perception and motivation among there consumers to affect
psychological factors so that they can be able to influence consumers towards their organization.
Explore how consumer trends are changing due to the impact of digital technology.
The digital technology has a great impact on the consumer trends that are changing rapidly in the
market. With the increase technology in the market the consumers are also became
knowledgeable of different products and services that are offered by various organization in
hospitality sector. Earlier the consumers have a little knowledge about the different and

innovative services that has been provided by hotels to their consumers and this lack of
knowledge will affect the consumer trends but in modern Times with the help of digital
technology the consumers are able to search for their desirable hotel in the market with different
products and services offered by them. Use of digital technology has also enhanced the global
competition between organizations in hospitality industry and changes the expectation of
consumers from the organizations in hospitality industry. The use of social media has provided
the consumer’s knowledge related to the innovative services that has been provided by various
organization and helps them to explore new trends in the market which has a great impact on the
consumer trends to change them rapidly (Ogbeide, Fu, and Cecil, 2020).
TASK 2
Examine the stages of the consumer decision- making journey and map a path to the purchasing
for a given hospitality service.
The five stages that has been used by consumers in their decision making process are
given below with the path that has been used to the purchasing in a hospitality service in these
different stages.
Problem Recognition and Awareness Phase: In this stage the consumer has recognize their
problem for which they need to make decisions. In a part of purchasing it is considered as the
awareness face in which consumer is getting aware related to the problem they are facing for
which they need to make effective decisions. In order to take decision recording the service that
has been provided by premier and the consumer is required to recognize that they are facing
problem of getting effective and attractive services from a hotel for which they need to make a
decision to select a hotel which provides effective services to the individual and their guest.
Information Search and Engagement Phase: The second stage is to search for the information
related to the service (Whalen, 2018). In case of searching for hotel service the customer will
involve in searching for the various services that has been provided by different hotels in the
market which is considered as engagement face in the path to the purchasing in which the
customer is getting engaged in different services provided in the industry.
Alternative evaluation and Evaluation Phase: There are various alternative that are available
with the consumers in the market that are need to be evaluated by the consumers to make

effective decisions. In a map path to the purchasing it is an evaluation phase in which the
consumer is involved in evaluating the various alternatives available to them. In this case the
consumer will consider various competitors of premier inn and compare their services and
charges with them.
Purchase decision and Purchase Phase: In this stage the consumer make effective decision to
purchase the goods and services of a company that is the reason it is known as purchase phase. In
this stage the consumer has successfully selected the premier inn and make decisions to get their
effective experience from the hotel.
Post-purchase Behavior and Post purchase phase: The duty of a hotel is not finished in the
purchase of services by the consumers but it is continued post purchase as the post purchase
behavior also affect the decision making of consumers in their earlier purchases. To make best
choice for consumers premiere in is required to provide effective post purchase services to their
consumers to maintain their reputation and image in the market.
Investigate why it is essential for marketing managers to plan a route to purchase and know
customer decision-making in the hotel industry.
In order to make effective decisions in a company like premiere in the marketers is
required to map a path to purchase and understand that decision making of consumers in the
hospitality sector because it helps them in understanding the taste and preferences of the
consumers (Teubner, and Graul, 2020). The understanding of purchasing and decision making of
consumers help the marketers to understand deeply the needs and wants of consumers for which
they are searching for and provide the services to them to attract towards the organization. Being
a large and successful organization Premiere Inn also focuses in understanding the consumer
decision making for which their marketers make effective decisions by understanding the
consumer decision making in the sector.
TASK 3
Using particular hospitality instances, discuss the major distinctions in the hospitality decision-
making process in the contexts of B2C and B2B.
B2B stands for business to business which is a type of commercial transactions in which
purchasing and selling of products and services are performed between two different business

organizations. Whereas B2C stands for business to customers in which transaction of selling of
goods and services is between the business that is the organization and customers of the business.
The main differences between these two concepts are of their end users that are their customers
as in B2B the customers of the company are the other business and in B2C the customers of the
company and uses. In case of B2B the organizations in the company focuses on the relationship
whereas in case of B2C the organization focuses on selling of products and services to their
consumers (Hlee, Lee, and Koo, 2018). In case of premier inn the company is generally involved
in B2C transactions and supply their services to their direct consumers. That is the reason the
premier inn has different decision making process in context of B2C and B2B such as they
provide different offers and discounts in case of B2C and different discounts in case of B2B.
Examine the various strategies to market research and research methodologies used to
comprehend the decision-making process.
There are various approaches that can be used by marketers to understand a market
research and methods of research that needs to be taken to understand the decision making
process of the consumers (Gunden, Morosan, and DeFranco, 2020). The first is to understand the
personality self and motivation of consumers because the marketers are required to develop their
advertising and promotional activities keeping in mind the personality type of their target
customers to target them in effective manner. As this personality has a great influence on the
decision making process of the consumers it should also be considered in case of market research
and methods of research. Similarly components of self are the body image self-esteem role
performance and personal identity customers that needs to be considered in case of market
research and method of research. The motivation of customers inspired by others and events are
came from within to use the services of female in that also affect their decision-making. That
also needs to be researched about consumers to understand their decision making process in the
market (Lugosi, 2019). The market is also required to focus on the consumer learning which has
a great influence on their decision making process. In this method the marketers have the option
to use recognition and recall measure as providing the advertisement again and again on the
various websites so that consumers can be able to recall the name of premier inn when they
recognize the problem that they need to visit for some holiday purpose. Recall and recognition
will help the consumers and the company premier inn to effect the attitudinal and behavioral
aspects of consumers so that they can able to understand and recall the name of premier inn

whenever they need the services. In the market research and method of research it should also
include the consumer perception which includes the dynamics imagery and risk that are available
in the market and influences the decision making process of consumers.
TASK 4
Examine how marketers might impact the various phases of the hospitality decision-making
process using examples from hospitality industry
Marketers are involved in the process of promotional and advertising activities that helps
the consumer to identify the various services that has been provided by different organizations in
the hospitality sector (Amatulli, De Angelis, and Stoppani, 2021). The attractive presentation of
marketers in front of consumers of the services that has been provided by the companies in
hospitality sector helps to influence the various stages of the hospitality decision making process.
By giving advertisement again and again on the social media related to the services and
experience that has been provided by premier inn in their hotel the marketer can be able to
generate the awareness phase among the consumers as they will be able to recognize their
problems that they wants to visit the hotel to get effective experience of their services. This step
of marketer will help the consumers to influence their different stages of decision making
process and they will search more and more information about the hotel from the internet so that
they can be able to satisfy their needs and wants. By providing different services and discounts
with the help of advertisement in the social media the marketer also influence and attract the
purchasing decision of the consumers and help them to choose the premiere in over various
alternatives available in the market (Mariani, and Borghi, 2021). In this manner marketers as
various influence in the different stages of the decision making of consumers in hospitality
organization.
Examine ways marketers behave to decision-making processes using relevant examples from the
hospitality industry.
The marketers are responding effectively to the decision-making process of individuals in
the market with the help of various tools and techniques that are available with them (Loo,
2017). It can be easily understanding with the help of the example from premier inn in which it
has been defined the way in which marketers are responding to the decision making process of
consumers. In case of premier inn the marketers has identified the problems that has been faced

by consumers generally in the market to respond effectively by providing effective advertisement
on social media and other search engine optimization techniques to influence the customers and
attract them towards premiere in. Later, the company also provide advertisement with the help of
search engine optimization through which when the customers search for the information the
advertisement for premier inn will pop up on the top of the search engine. This is step and
response of marketers also influence the consumer decision making process and attract them
towards the services of premier inn. By providing innovative services and great experience to
their consumers by the premier inn hotel and sharing of reviews of different consumers to the
potential customers will help the marketers to influence the alternate evaluation stage of
consumer decision making process and will help the consumers to make their purchasing
decisions. The marketers also provide and respond to take valuable feedback from their clients
which helps them to maintain their loyal customers and also provide the chance to influence the
stage of post purchase behavior of consumer decision making process (Yaqub, and Halim, 2018).
CONCLUSION
The above discussion helps to conclude that the consumer behavior and insights as not
only affected the organization who deals with products but also affect to the organizations who
deal with services. In case of hospitality industry the organizations has their focus to provide
effective services to their consumers and effective products are secondary for them to provide
great experience to their consumers. In case of services it is very difficult for the organizations in
hospitality sector to understand the consumer decision making process which has their influence
on the consumer behavior and attitude. The various factors are need to be investigated to
understand their influence on the behavior and attitude of consumer in case of hospitality sector
that has been used by premier inn to attract more and more customers towards their hotel. Apart
from this the digital technology has also changes the trends of consumers which is required to be
also considered in the consumer decision-making process and mapping a path to the purchasing
in premier inn. Marketers also used these are consumer decision making process and other
methods of research to understand the consumer decision-making process so that they can be
able to attract more and more consumers towards premier inn to get more profitability of the
company.

REFERENCES
Books and Journal
Amatulli, C., De Angelis, M. and Stoppani, A., 2021. The appeal of sustainability in luxury
hospitality: An investigation on the role of perceived integrity. Tourism Management, 83,
p.104228.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science, 29(2), pp.151-161.
Gunden, N., Morosan, C. and DeFranco, A., 2020. Consumers’ intentions to use online food
delivery systems in the USA. International Journal of Contemporary Hospitality
Management.
Hlee, S., Lee, H. and Koo, C., 2018. Hospitality and tourism online review research: A
systematic analysis and heuristic-systematic model. Sustainability, 10(4), p.1141.
Islam, M.S. and Kirillova, K., 2020. Non-verbal communication in hospitality: At the
intersection of religion and gender. International Journal of Hospitality Management, 84,
p.102326.
Jauhari, V. ed., 2017. Hospitality marketing and consumer behavior: Creating memorable
experiences. CRC Press.
Loo, J., 2017. The future of travel: New consumer behavior and the technology giving it
flight. Retrieved from Think with Google: https://www. thinkwithgoogle. com/marketing-
resources/new-consumer-travel-assistance.
Lugosi, P., 2019. Deviance, deviant behaviour and hospitality management: Sources, forms and
drivers. Tourism Management, 74, pp.81-98.
Mariani, M. and Borghi, M., 2021. Customers’ evaluation of mechanical artificial intelligence in
hospitality services: a study using online reviews analytics. International Journal of
Contemporary Hospitality Management.
Ogbeide, G.C., Fu, Y.Y. and Cecil, A.K., 2020. Are hospitality/tourism curricula ready for big
data?. Journal of Hospitality and Tourism Technology.
Teubner, T. and Graul, A., 2020. Only one room left! How scarcity cues affect booking
intentions on hospitality platforms. Electronic Commerce Research and Applications, 39,
p.100910.
Whalen, E.A., 2018. Understanding a shifting methodology: A content analysis of the use of
netnography in hospitality and tourism research. International Journal of Contemporary
Hospitality Management.
Yaqub, R.M.S. and Halim, F., 2018. Revisiting Customer Loyalty in Telecom Sector: Insights
from Oliver Four-Stages Loyalty Model and Principles of Reciprocity. Journal of
Marketing Management and Consumer Behavior, 2(2).