Hospitality Consumer Behaviour and Insight

This report investigates the factors that influence consumer behaviour and trends in the hospitality industry. It explores the impact of digital technology on consumer trends and maps a path to purchase for a given hospitality service. The report also compares the key differences between B2C and B2B decision-making processes using specific hospitality examples.

Hospitality
Consumer
Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context..............................................1
Explore how consumer trends are changing due to the impact of digital technology............3
LO2..................................................................................................................................................4
Stages of the consumer decision- making journey and map a path to the purchasing for a
given hospitality service.........................................................................................................4
Why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector..............................................................................6
LO3..................................................................................................................................................7
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples..............................................7
Different approaches to market research and methods of research used for understanding the
decision-making process........................................................................................................8
LO4..................................................................................................................................................9
Evaluate how marketers can influence the different stages of the hospitality decision- making
process giving specific hospitality examples.........................................................................9
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector......................................................................................9
CONCLUSION..............................................................................................................................10

REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality industry is undertaken as one of the leading sector across the world. Moreover, it
is not only maximising its ventures and also facilitating opportunity to country to maximise its
GDP through rendering revenue opportunities to individuals. In addition to this, there are various
industries into respective sector like food and beverages, event planning, restaurants and others.
Additionally, consumer behaviour is considered as investigation that is associated with formation
of relations among businesses for accomplishing a buying cycle (Altinay and Taheri, 2019). The
present business surrounding is modifying regularly that also affects upon the customer attitudes
of hospitality firm. In order to grab the attention of consumers, this is vital for firm to deal with
hospitality sector for managing behaviour of customers through utilising several techniques. For
this report, the undertaken organisation is Crowne Plaza, which is a well known multinational
chain of full service, upscale hotels. Its headquarters is in Denham, United Kingdom. It was
founded in year 1983 and its parent company is IHG hotels and resorts. The topics which are
going to be covered in this report are several cultures, social and other factors that influence
customers’ behaviours and changes into consumer trends due to digital technological impact.
Moreover,
LO1
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context.
This is essential for hospitality firm for determining the social, personal, cultural and
psychological factors that are affecting upon staff behaviours and consumers into marketplace. it
is so, there are several aspects that are to be conducted through administrative as well as are
associated with those factors through that consumers are affected (Ampountolas, 2019). Whole
these are described below:
Social factors
These are the aspects that are associated with society as well as climate of area in which
firm is performing. Moreover, it is affecting upon firm’s function into a direct way. Some are
highlighted below:
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 Job and status: Economical ability is social factor into an individual’s attitudes for
hospitality entity that also affected upon decisions. Within it, person have to determine
their status to opt hospitality.
 Family: It is undertaken as social factor that affects the preferences of individuals while
opting a hospitality firm. Additionally, individuals are performing upon family vacation
which it would select those forms of hospitality entity that is associated with family kind
accommodation along with huge number of rooms.
Individual factor
This incorporates the factors that are associated with personal opinion of person.
Moreover, these factors directly affects upon decision in which consumers utilises them for its
personal satisfaction (Arsawan, 2021). Some aspects are described below:
 Occupation: It is also the personal factor that affect upon decision taking capabilities of
person while option as well as services of hospitality. For this, business class individuals
would select higher class hotel in which middle occupational individuals would opt
budgeted hotels.
 Age and life cycle stage: It is undertaken to be key aspects with individual factors that
affects the person’s preferences for hospitality. In this, old age brings requirements that
are associated with much comfort in which young one would adventurous system of
hospitality.
Cultural factor:
This incorporates whole those accumulation that are directly associated with person
behaviours. Within, it whole comparative cultures are included that develop it count highest for
individual.
 Social class: It is also essential aspects that impact consumer disease capability in
hospitality industry. Additionally, there are several forms of societal class from that
consumer belongs. In addition to this, it have direct affects upon client’s ability as well as
minimises its capability for taking effectual decisions.
Psychological elements
Respective elements are directly associated with presence of mind in an individual as
well as ability for influencing various decision associated with success of hospitality.
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 Inspiration: It is the fundamental aspects that affects upon decision making capability of
person in respect of opting as well as hospitality services. Additionally, there are basic
aspects with affect upon customer decision and its behaviours for selecting hospitality
industry. Within it, motivation is categorised as vital function to opt specific services
(Farmaki, 2020).
Therefore, for effectively perform the business practices within hospitality industry as well as
motivates customers towards hospitality services. So, this is vital for Crowne Plaza for
investigating social, personal, cultural and psychological factor related with targeted marketplace
of influencing consumer behaviour in effective and efficient way.
Explore how consumer trends are changing due to the impact of digital technology.
Digital technology is regarded as the usages of electronic system, devices and other
resources in respect to forming as well as storing the data processing. Moreover, the present
period digital technology is maximising in continuous way that is also executed within
hospitality industry. In addition to this, it aids in changing trends to actually hospitality factors
that impact upon its business performance (Li, Hallsworth and Coca‐Stefaniak, 2020). Few of the
present trends that are relevant to digital technology into hospitality industry are described below
in context to Crowne Plaza:
 Artificial Intelligence: The artificial intelligence is regularly enhancing through digital
technology development. Moreover, Crowne Plaza is utilising respective techniques in
which firm is facilitating voices of actress activated chat bots for open specific set alarm
as well as order breakfast. In addition to this, consumers may also connect it to its smart
phones in which they would facilitate several forms of access and renders to consumers
for developing the services.
 Mobile integration: This is undertaken as the fundamental change into the trends that are
associated with digital technology as well as their affects upon hospitality industry.
Within respective modification, presently the consumers are being friendly with its
mobile phones as well as enhancing mobile phone usages. In respect of Crowne Plaza,
they are also developing its services in which it applying new technology that is
associated with check in as well a check out system through using mobile phone rather
than digital keys. Respective hotel is also utilising this technology to render develop
functioning to their clients as well as managing the modification consequently.
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So, it has been determined from above technology is that digital technology influences the
consumers behaviours into marketplace. also, it may also state that this is useful for hospitality
sector in shifting consumer trends towards entity at developing the practices consequently.
LO2
Stages of the consumer decision- making journey and map a path to the purchasing for a given
hospitality service
Decision making procedures are essentially describes as method that is related with
buying facilities or goods. Moreover, it is basically done for evaluating as well as accumulating
data related with several options that are available within market segment. In addition to this,
customer behaviours may be effectually determined through entity with assistance of economical
as well as psychological aspects (Murphy, Gretzel and Pesonen, 2019). Within it, this is vital for
Crowne Plaza for understanding customer behaviour with aids of customer decision taking
procedures.
Source: Consumer decision making process,(2019).
Need recognition:
This is undertaken as the initial steps of consumer decision making process that begins
based upon the goods or service requirements within customer minds. Into it, marketers may
effectually play crucial role in step of influencing need recognition. In respect of Crowne Plaza,
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herein they may develop particular promotion session for clients for pointing out benefits of
services to motivate audiences to utilise facilities which are facilitated through them. Also,
within it, promotion mix would play effectual role.
Information search:
For buying the specific goods or services a customers goes by procedures of information
search where they determine information related with goods or services for finalising its buying
decision. Within it, customers considers utilisation of personal as well as commercial sources
that is available into market for investigating aspects such as pricing, specification and quality
with extra characteristics (Navio-Marco, Ruiz-Gómez and Sevilla-Sevilla, 2019). Within it,
Crowne Plaza may influences decision making of customers with assistance to blend its
marketing mix such as representing its services characteristics affordable cost with distribution
as well as promotional campaigns.
Evaluate alternatives
Crowne Plaza is performing their business operations within hospitality industry where
several others firms are rendering similar kind of services to customers. Moreover, it develops
audiences for engaging into alternative procedures evaluation for comparing them as for
finalising its decision. Within it, this is vital for Crowne Plaza to assure that it provides effective
quality services to clients. Within it, they may consider utilisation of superior services for
assuring that it renders effectual services for targeted marketplace.
Purchase decision
This is undertaken as the final step where customers undertake final decision for buying
goods or services after determining overall information. Within it, customers also takes purchase
payment methods (Nusair, Butt and Nikhashemi, 2019). In respect of Crowne Plaza, herein they
need to educate the sales workforce for influencing the customers mind set with assistance of
developing them with extra advantages so that it may develop the final buy effectively.
Post purchase behaviours
Buying procedures do not end with developing final purchase instead of this is essentially
initiation of new stronger relations with customers. Moreover, for developing into business
market mainly within hospitality sector this is vital for firm for satisfying clients in order to
assure that its brand reputation do not impacted because of adverse word of mouth. In addition to
this, it is crucial for Crowne Plaza to connect with audiences through emails, social media, text
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and others for facilitating post purchase services such as extra discounts upon its upcoming buy
without occurring any hidden situation. Additionally, it would aids Crowne Plaza in forming
stronger as well as loyal customer base by that hotel may assures longer term sustainability
within marketplace.
Therefore, it has direct affects upon hospitality firm as this may utilise all step to their
needs. Also, Crowne Plaza is utilising particular functions to develop customers attracted
towards firm as well as developing their operations.
Why it is important for marketers to map a path to purchase and understand consumer decision-
making in the hospitality sector.
Customer journey mapping is vital aspects as this is considered to be strategic approach by
that marketers may have effective understandings of customer’s desires. Moreover, it would
enable entity for optimising clients experiences by that they may formulate personalised
experiences over whole touch points as well as may effectually influences clients decision
making. in addition to this, it is related with acknowledging clients with various channels during
period of buying process development for specific goods or services within marketplace.
Additionally, with ongoing modifications into customer requirements and desires, this is crucial
for Crowne Plaza to develop effective services with much competitive costs. Herein, with
assistance of clients journey mapping entity may focus on clients as this facilitates valuable
system to acknowledge and empathise with all clients. In respect of Crowne Plaza, thisis
essential for entity as well as marketer to evaluate consumer decision making journey and
utilising it to develop firm’s performance within marketplace. Additionally, it is crucial for
company to conduct their practices as well as managing the procedures of consumers’ decisions.
Few of the effectiveness of this are described below:
 Customer needs identification: In respect of hospitality industry, consumer behaviour
procedures identification is impactful for marketers as this aid in determining consumer’s
expectation and desires. In addition to this, it depends upon consumer behaviour study
that aids in understanding present desires as well as modifying decisions to attract clients
towards hospitality entity like Crowne Plaza.
 Enhancing profit: This is determined that present circumstances as well as influencing
consumer decision making procedures. Additionally, management within Crowne Plaza
hospitality team may attain high profit goals. As there are several operations that promote
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effectual development of team which aids to manage the circumstances
(Papargyropoulou, 2019).
 Maximising market awareness: This may be views that consumers decision making
procedures is undertaken as the typical procedures in which this needs various attention
from viewpoint of firm. In respect of Crowne Plaza, their manager into form has to utilise
several functions as well as competencies for attaining those goals. In addition to this, it
would aids in maximising market knowledge as well as promotes practices in Crowne
Plaza. So that administrative may undertake effectual decision as well as attain high
productivity as well as profit.
LO3
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples
It is vital target of firm where they deals with its services or goods effectively and
efficiently. Moreover, for having useful attainment of objectives, firm required to use approaches
such as B2C and B2B for its clients and sales. In respect of this, one could say that customers
have power to settle upon its own preferences associated with it they required to have specific
facilities (Shams, 2020). Within it manner, distinctive formative approaches aids in developing
board level affects by that clients may opt its items as well as management. Additionally, the
correlations among them are described below:
Basis B2B B2C
Buying decision This needs logical kind of
enquires to assists in service
selling and its availability for
long duration to accomplish
expected goals.
Respective cycle needs lesser
duration such as person have
power to take preferences for
setting the management they
needs.
Decision associated with
market size
This incorporates smaller as
well as medium market size.
Here, market size is enormous
concerning their appearance
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topographically.
Within it, market size is huge
that concern its emergence
topographically.
Different approaches to market research and methods of research used for understanding the
decision-making process.
There are several forms of methods that may be utilised for market research. Within
respect of B2B as well as B2C, Respective methods and approaches are described underneath:
Statistical survey of B2B: Within B2B decision making system, this may be observed that these
are associated with several problems. In it, this is required to firm which is performed practices
in effectual way as well as maintain function. In respect of Crowne Plaza few techniques are as
follows:
Competitive examination: Within respective method, entity has to determine their
competitive rivalry as well as utilise goods in effective way so that they may reduce competitive
among business to business transaction. Within it, firm may utilise price effectualness as well a
quality control to manage their system and minimise competitors’ power.
Statistical survey technique within B2C: B2C are also essential for entity as this aids in
enhancing incomes as well as manage customers into marketplace to operate the business
smoothly. Additionally, within it, time as well as cost in company are used for formulating
appropriate strategies as well as attain results into specified way.
Survey: Services is the effective method that may be utilised through Crowne Plaza
regarding manages the business to customers’ transaction. It is so this aids in determining clients
behaviours in marketplace as well as undertaking decisions based upon the audiences desires and
expectation. Additionally, survey kinds may be utilised for conducting appropriate services in a
way to attain goals.
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LO4
Evaluate how marketers can influence the different stages of the hospitality decision- making
process giving specific hospitality examples.
Marketers have direct influences upon process of customer decision making. moreover, it
is so there are several factors that are associated with hospitality sector as well as are helpful for
market to affect upon decision making capability of several individuals. Some points are
described below based upon it:
 Attractive offers: Attractive offers is undertaken as main strategy that is adapted through
marketers related to influencing consumers’ decision making into marketplace. For it,
Crowne Plaza utilise affordable cost compare to another hotels to attract clients as well as
change its decision due to price effectualness.
 Effective quality: Quality is also appropriate that influences customer’s decision in market
related to hospitality sector. Moreover, it may be observed that huge number of audiences
desires hotel that facilitates quality services. As Crowne Plaza rendered efficient quality to
clients again so great rates that grab the attention of consumers who consider quality rather
than cost.
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector
This is vital for marketer for influencing several decision making process within hospitality
in order to impact clients effectively and efficiently. Moreover, respective step initiates with
need recognition where customers realises their requirements. in addition to this, the marketers
with assistance of performing ongoing investigation may target clients who are seeking forwards
for purchasing specific services (Sota, Chaudhry and Srivastava, 2020). Additionally, further
stages of respective procedures is information search where marketers may efficiently renders
information related to clients with assistance of various size with aids of SEO for enhancing
visibility. The other step of decision making method is option analysis where audiences
formulate decision in respect of quality, faith, effective services and affordability facilities.
Within it, Crowne Plaza’s marketer is needed to perform effectual advertisement with assistance
of digital marketing as well as social media for consumer awareness regarding service prices and
characteristics addition to offerings. The other step is purchase decision where client is ready to
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buy, herein this is vital for Crowne Plaza marketer for directing as well as guiding clients
towards this discounts, effective reviews as well as obviate adverse reinforcement like extra
hidden precious area for making customer final approval to buy. Thereafter, at post purchase
evaluation, this is crucial for Crowne Plaza for assuring customers desires are fully meet as well
as it provide effectual services. Along with this, it is vital for respective hotel to undertake
feedback from clients this is appropriate measures by that marketer may influence various
hospitality decision making procedures as well as may influences clients decision taking
effectually (Wen, 2020).
CONCLUSION
As per the above report, it has been concluded that consumer behaviour and insight plays
essential role within hospitality industry. As it is considered as the investigation that is associated
with formation of relations among businesses for accomplishing buying cycle. The present
business surrounding is modifying regularly that also affects upon the customer attitudes of
hospitality firm. In order to grab the attention of consumers, this is vital for firm to deal with
hospitality sector for managing behaviour of customers through utilising several techniques.
Moreover, Customer journey mapping is vital aspects as this is considered to be strategic
approach by that marketers may have effective understandings of customer’s desires. Apart from
this, it is vital target of firm where they deals with its services or goods effectively and
efficiently. Also, for having useful attainment of objectives, firm required to use approaches such
as B2C and B2B for its clients and sales.
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REFERENCES
Books & Journals
Altinay, L. and Taheri, B., 2019. Emerging themes and theories in the sharing economy: a
critical note for hospitality and tourism. International Journal of Contemporary
Hospitality Management.
Ampountolas, A., 2019. Peer-to-peer marketplaces: a study on consumer purchase
behavior. Journal of Hospitality and Tourism Insights.
Arsawan, I.W.E., Koval, V., Suryantini, N.P.S. and Polyezhayev, Y., 2021. Shifting consumers’
sustainable behavior in the hospitality industry. In E3S Web of Conferences (Vol. 280).
EDP Sciences.
Farmaki, A., Altinay, L., Christou, P. and Kenebayeva, A., 2020. Religion and entrepreneurship
in hospitality and tourism. International Journal of Contemporary Hospitality
Management.
Li, J., Hallsworth, A.G. and Coca‐Stefaniak, J.A., 2020. Changing grocery shopping behaviours
among Chinese consumers at the outset of the COVID‐19 outbreak. Tijdschrift voor
economische en sociale geografie, 111(3), pp.574-583.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7),
pp.784-795.
Navio-Marco, J., Ruiz-Gómez, L.M. and Sevilla-Sevilla, C., 2019. Progress in wireless
technologies in hospitality and tourism. Journal of Hospitality and Tourism Technology.
Nusair, K., Butt, I. and Nikhashemi, S.R., 2019. A bibliometric analysis of social media in
hospitality and tourism research. International Journal of Contemporary Hospitality
Management.
Papargyropoulou, E., Steinberger, J.K., Wright, N., Lozano, R., Padfield, R. and Ujang, Z., 2019.
Patterns and causes of food waste in the hospitality and food service sector: food waste
prevention insights from Malaysia. Sustainability, 11(21), p.6016.
Shams, G., Rather, R., Rehman, M.A. and Lodhi, R.N., 2020. Hospitality-based service
recovery, outcome favourability, satisfaction with service recovery and consequent
customer loyalty: an empirical analysis. International Journal of Culture, Tourism and
Hospitality Research.
Sota, S., Chaudhry, H. and Srivastava, M.K., 2020. Customer relationship management research
in hospitality industry: a review and classification. Journal of Hospitality Marketing &
Management, 29(1), pp.39-64.
Wen, J., Kozak, M., Yang, S. and Liu, F., 2020. COVID-19: potential effects on Chinese
citizens’ lifestyle and travel. Tourism Review.
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