Hospitality Consumer Behaviour Insight

This report explores the stages of consumer decision-making journey and the importance of mapping a path to purchase in the hospitality sector. It compares the differences between B2C and B2B decision-making processes and evaluates different approaches to market research. It also discusses how marketers can influence the stages of hospitality decision-making process. The report focuses on Holiday Inn as a specific example in the hospitality industry.

Hospitality
Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
(Covered In PPT)........................................................................................................................1
TASK 2............................................................................................................................................1
P3. Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service...................................................................................1
P4. Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector..................................................................3
TASK 3............................................................................................................................................4
P5. Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples.............................................4
P6. Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process................................................................................5
TASK 4............................................................................................................................................6
P7. How marketers can influence the different stages of hospitality decision making process
giving specific hospitality example.............................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Hospitality industry is a very vast industry and it consist of various products and
services such as lodging, food and drinks, hotels, event planning, travelling and many
more. There are many companies which is dealing in this sector and it is important for
an organisation to provide high quality product and services in order to attract more and
more customers. Company chosen for this report is Holiday Inn. This company is
providing its products and services to different parts of the world and its headquarter is
located in Denhan, Buckinghamshire. Holiday Inn company consist of different product
and services such as food and drink services, hotel or lodging, meeting restaurant
services and so on. This company was established in 1952 and it was founded by
Kemmonds Wilson. This report consist of various factor such as culture, social,
personal, psychological which influences consumers behaviour and consumer trends
due to impact of digital technology. It consist of stages of consumer decision making
journey and map path as well as its importance for marketers. It consist of comparison
between the decision making in B2C and B2B. Different approaches to market research
and methods of research in order to understand decision making process. Apart form
this, evaluation of how marketers can influence different stages of hospitality decision
making marketing process.
TASK 1
(Covered In PPT)
TASK 2
P3. Examine the stages of the consumer decision- making journey and map a path to
the purchasing for a given hospitality service.
Consumer decision making is considered as a journey or a map which helps
them in taking better decision as well as chose more appropriate product as per their
need and wants. There are many factor which have impact on consumer decision
making as well as behaviour. Holiday Inn company needs to analyse as well as
evaluate each and every stage of consumer decision making process so that they can
influence more and more customers towards business as well as influence them to
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purchase its product and services. Consumer decision making journey refers to a
process which helps in understand their need and wants in more effective manner.
Different stages of consumer decision making process is mention below in context of
hospitality services.
Need recognition – This is the first stage in consumer decision making process.
In this stage needs as well as wants of customer should be analyse as well as evaluate.
Need recognition is a very important part as this is the first stage and on the bases of
this stages Holiday Inn company needs to develop its strategies. Each and every
customers have different needs and wants so it is very essential for respective company
to recognize their need
Information search – After analysing as well as recognizing the need and want
of customer it is essential that this company is conducting a proper research. This
research will help in analysing requirement of customers as well as their needs.
Informative research is very important in developing better strategies as well as gaining
competitive advantage over other rival companies. Customer can collect information
form different sources as well as chose better products and services.
Evaluation of alternatives – There are different idea and data collected by
consumer during information search stage. After conducting proper market research as
well as a collect data and information form different sources, consumer need to evaluate
each and every alternative. In this step customer needs to clearly analyse as well as
evaluate all of the collected alternative as well as identity there pros and cons. This is
very helpful in selecting the best alternative among all of the alternatives.
Purchase decision - Once the best and most suitable alternative is selected by
consumer they needs to take purchase decision. In this stage consumer will make
decisions as per their requirement. This stage is very helpful in taking understanding
purchase decision of the customers. Holiday Inn company will be able to take better
business decisions after knowing the purchase decisions of their targeted customers.
Post purchase behaviour – This is the last stage of consumer purchase
decision making and in this consumer will take decision after purchase. Post purchase
behaviour of customer is on the bases of customer experience and at this stage
consumer will be able to give better feedback about the product and services. Holiday
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Inn company needs to improve as well as enhance their product and services as per the
post behaviour of the customers.
Holiday Inn company should analyse each and every step of consumer decision
making process. This process will help in analysing needs of customers as well as
accomplishing its desired goals and objectives in effective manner.
P4. Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector.
Consumer decision making is a crucial process for organisation as well as
customers. This is very important process as it helps marketer to take right business
decisions as well as achieve desired goals of organisation. Importance of marketers for
mapping a path to purchase as well as understanding the decision making process of
consumer are mention below in detail. Formulating strategies: Consumer decision making process is very important
for formulating strong and effective strategies. Holiday Inn company will be able
to create and build better strategies for attracting as well as influence more
customers towards business. This is very helpful in achievement of goals and
objectives set by organisation. Segmenting customers: This process is important for marketer has it helps in
dividing the large market segment into small or sub parts of the business.
Through this process marketers of Holiday Inn company will be able to analyse
and recognise needs and wants of customer. This is helpful in creating a market
segment of potential customers who can afford products and services of
respective company.
 Developing product: Decision making process of consumer is essential in
develop high quality product and services. Holiday Inn company will be able to
develop better products and services as well as enhance their performance
through consumer decision making process. Through post purchasing behaviour
of customer, respective company can modify as well as upgrade their product
and provide better services with motive of satisfying customers requirements.
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TASK 3
P5. 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 essential for a company dealing in hospitality industry to take correct as well
as appropriate business decisions. Holiday Inn company needs to deal with both
business to business as well as business to consumers. There is huge different
between decision making process of while dealing with B2C as well as B2B. Key
difference between these two when Holiday Inn company is dealing in B2C and B2B
sector are mention below.
Particulars B2B B2C
Purchasing decision In this business decision
are taken after carefully
evaluating as well as
analysing each and every
information about product,
services, prices, strategies
and other factor. It is
essential for an organisation
to collect all important
information as well as
improve the overall
performance of company.
In business to consumer
sector, it is essential to
analyse and recognise need
and wants of customer in
order to develop better
products. Customers are
considered as significant
factor for taking business
and this will help in
providing better products
and services to customers.
Finding out needs In B2B it is essential that
company is clearly
monitoring as well as
evaluating business
environment in order to
analyse the needs of
different business. There
are various methods used
All decision of Holiday Inn
company is related to the
needs and wants of
customers. This will helps
developing strong strategies
which will lead to
achievement of goal and
objectives of organisation.
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by company in order find
the needs to its clients.
This is very important in
analysing demand and
supply of products.
Decision related to market
size
Holiday in company is
taking its business
operational to larger market
share and it is providing its
product and services to
different different parts. In
this respective company
have to take decision
related to income, age,
occupation, life style and
various other factors.
In B2C, Holiday Inn
company management
needs develop better
strategies in order to cover
the larger market share.
There are various
opportunities for respective
company to gain attention
of its tarted customers
towards Holiday Inn brand.
P6. Evaluate the different approaches to market research and methods of research
used for understanding the decision-making process.
There are different approaches used by company respective company in order to
conduct business activities in more effective and efficient manner. It is very important
that Holiday Inn company using different methods as well as methods of research in its
business process in order to collect appropriate data as well as information. Various
marketing approach for B2C and B2B are mention below in detail.
Market research approach in B2C
In this primary method of collecting data has been used. This method is used
when company want to collect first handed data and those data which has been never
used before. Thorough this method more appropriate and accurate data could be
collected. Different methods used by primary data are mention below.
 Interview: In this research will collect data by face to face interaction. In this
different questions has been asked in order to collect information.
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 Questionnaire: in this method set of different question has been given to
customers. This is helpful in collecting view points of customers.
Market research approach in B2B
In this secondary research method data is collected in cost effective manner.
This is fast method for collecting information in fast manner in order to useful
information.
 Internet: this is one of the great source of collecting information and data and in
this research will only have to analyse information for different sites of internet.
TASK 4
P7. How marketers can influence the different stages of hospitality decision making
process giving specific hospitality example.
There are different stages which helps business to take better and accurate
decisions. Holiday Inn company needs to take correct and appropriate decision which
will lead to achievement of goals and objectives. First stage of decision making process
for hospitality industry is analysing the problems. In this respective company needs to
identify the major problem which is having huge impact on goals and objectives. After
analysing the problems, respective company needs to evaluate different alternative
option form different sources. It is essential that Holiday Inn company is carefully
evaluating each and every alternative in order to identify best and most suitable
alternative. Company have to analyse pros and cons of alternative in order to chose the
set way to solve issues.
CONCLUSION
From the above report it can be concluded that there are various factors which
can have impact on decision taken by customers. Major factor that influences consumer
behavioural as well as their attitude towards product and services offered by company
are culture, society, personal and psychological factors. In order to achieve set goals
and objectives company needs to analyse customer decision making behavioural.
Digital technology will have huge impact on trends of customers and it is essential for
company dealing in hospitality sector to use digital technology in effective and efficient
manner. There is huge difference between decisions of company when its is dealing in
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B2B as well as B2C. It is essential that analyse all stages of hospitality decision making
process.
REFERENCES
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