Hospitality Consumer Behavior Insight

This presentation explores the factors that influence consumer behavior and attitudes in the hospitality industry. It investigates the cultural, social, personal, and psychological factors that shape consumer behavior. Additionally, it discusses how consumer trends are changing due to the impact of digital technology. The presentation concludes with insights on how Marriott, a leading hospitality company, adapts its strategies to consumer trends.

HOSPITALITY CONSUMER
BEHAVIOR INSIGHT

TABLE OF CONTENT
• INTRODUCTION
• Investigate the different cultural, social, personal and psychological factors that influence
consumer behavior and attitudes within a hospitality context
• how consumer trends are changiExploreng due to the impact of digital technology
• CONCLUSION
• REFERENCES

INTRODUCTION
• Hospitality business mainly focuses on fulfilling the needs and demands of the target consumers
and providing them with best experience. In order to do this, the companies need to identify and
assess the consumer attitudes and behaviour which in turn helps the company to produce the
products and services that satisfy the same. Marriott is one such company in hospitality sector in
which the focus is mainly driven to customers delight. The company comes up with various new
innovative elements in order to win the hearts of consumers give them a leisure time.

INVESTIGATE THE DIFFERENT CULTURAL, SOCIAL, PERSONAL
AND PSYCHOLOGICAL FACTORS THAT INFLUENCE CONSUMER
BEHAVIOR AND ATTITUDES WITHIN A HOSPITALITY CONTEXT
• There are numerous components that can effect the buying behaviour of target consumers, few of them are listed below :-
Social :-
• Hospitality organisations deals with various customers from diverse family backgrounds, social class and status and these
forces affect their buying behaviour. A customer coming from a middle class background may not invest in some lavish
product or service offered by the company in comparison to one with a wealthy background. So it can be said that social
class and status do effect the attitude of the consumers towards the respective company. In case of Marriott some
customers prefer lavish services and are ready to pay more whereas some do not prefer the same. Marriott is a company
that take cares of the social factors and introduce the services that are affordable by all irrespective of their social class and
status.

CONTINUE…
Cultural :-
• In order to expand the business, every hospitality organisation should focus on cultural factors and deliver the services
according. Specially in hospitality business, companies interact with customers from all across the world. Different
individuals come from different nationalities and are born and brought up in different cultures and follow different
religions. Companies need to align their services considering the cultures of the consumers they are catering to. Marriott
respects the culture of consumers and provides them the services accordingly.
Personal :-
• In hospitality sector, the companies engage with individuals from different age groups, different choices and preferences,
different opinions and principles etc. Sometimes the choices of the consumers are just an outcome of their personal
reasons and it has nothing to do with anything else. Marriott copes up with this factor by providing the consumers with
personalization of services and handling their behaviours and responding to the same very calmly and compositely.

CONTINUE…
Psychological :-
• Psychological behaviour of consumers also play a major role in identifying their attitude towards
the company. Every consumer has a different mind-set when it comes to making choices. So
their psychology cam impact their buying behaviour. Marriott tries to convince the customers
that the company will provide their best services to them and they can provide them with
feedbacks and suggestions once they have experienced their services. In this way, the company
tries to mould the mind-set of the consumers and try to please them in order to grow in then long
run.

HOW CONSUMER TRENDS ARE CHANGIEXPLORENG
DUE TO THE IMPACT OF DIGITAL TECHNOLOGY
• In the recent times, it can be seen that digital advancement has changed the game of consumer trends. In case of
hospitality sector, many budding as well as established organisation are capitalising on the digital technology to up
their game in the market and gain a competitive advantage in order to give tough competition to their rivals in the
market environment.
• Nowadays consumers have become more digitally active due to the adoption of new and innovative technological
products and services.
• Many big organisations are proving mobile app services and this has led to a big transformation in the current
consumer trend in the market as more and more consumer shave started ordering online in order to save their money
and time and this has been only possible due to advancement in the current technology existing in the market.
Marriott also has an online websites and portals through which customers and clients can book their services and the
whole process will be examined online.

CONTINUE…
• Consumers have become more quality conscious as they expect more from the organisation.
They have become more aware as all the organisation information and details is available online
and they can cross check in case of any concern and query.
• The redress-al mechanism has also become more efficient due to the advancement of digital
technology in the market. Consumers now want immediate clarification in case of any fault and
mistake at companies end. Companies have also become more answerable to consumers as
consumers have more access to the company's profile.

CONTINUE…
• Introduction of Digital advancement in hospitality line has influenced consumers to voice their opinions and
provide their feedback and reviews to the respective company they are indulging in.
• Many consumers give reviews under companies name and these reviews act as an influencing force to the
other ones that are thinking of indulging in the same company. Marriott is always on its best when handling
customers so that they don't have any complaint regarding the services and can also provide good reviews
under its name so that the company can maintain a good image among the consumers and also in the market.
• Many new bloggers and vloggers are coming up with content related to hospitality sector. Some of the best
influencers are provided with complimentary stays in hotels and restaurants and then these influencers create
content related to their experience in the respective hotel or restaurant they visited. This social media strategy
has helped the business to grab more customer attention and create a good reputation and brand value.

CONCLUSION
• Overall, it can be concluded that there are various changes in the consumers attitudes due to
implementation of technological advancements in the hotel industry. Consumer trends are
increasing day by day as new feature in technology are upgraded day by day. Marriott is also
shaping its strategies according to consumer trends in order to benefit the company in the l0ong
run .

REFERENCES
• Eck, 2020. Social media acceptance in B2B marketing: A study exploring the reasons behind the difference in social media
usage between B2B and B2C markets.
• Hlongwane, 2018. The Hype of Understanding and Mapping the Shopper Path to Purchase and Realities of Collecting Data at
the Moments of Consumption and Purchase.
• Huynh, 2020. The Role of Social Media Influencers in the Consumer Decision-making Process.
• Jones, 2016. Conceptualizing a path-to-purchase framework and exploring its role in shopper segmentation. International
Journal of Retail & Distribution Management.
• Jovanović, 2019. Who invests why? An analysis of investment decisions in B2B or B2C equity crowdfunding
projects.International Journal of Entrepreneurship and Small Business,37(1), pp.71-86.
• Liao, 2018. Two new approaches based on ELECTRE II to solve the multiple criteria decision making problems with hesitant
fuzzy linguistic term sets.Applied Soft Computing,63, pp.223-234.