Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
LO2..................................................................................................................................................3
P3 Mapping of consumers decision-making journey..................................................................3
P4 Significance of Customer Journey Map for the Hotel’s Marketers........................................5
LO3..................................................................................................................................................6
P5 Difference in Decision-making between B2B and B2C.........................................................6
P6 Approaches of market research and methods of the research................................................8
LO4..................................................................................................................................................9
P7 Marketers stimulus different stages of hospitality decision-making......................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Analysis of consumer behaviour is very important and necessary task to company or
business, no matters that company not comes from which industry or sector retail, hospitality,
service, food and beverage etc. Basically, top-level management within a hospitality industry has
highly required to consider consumer behaviour in market place, because after taking this step it
can simply analyse actual needs, wants and demands of customers (Ettinger, A., Grabner-Kräuter
and Terlutter, 2018). This report discusses consumer behaviour insight of Hilton Hotel. The
Hilton is one of the most reputed hospitality business in the across the world. Headquarter of this
business is situated in Virginia, United States. This report discusses different stages of consumer
decision-making journey. Importance for marketers for mapping decision-journey also has been
discussed in this report. Some other aspects like; B2C, B2B, approaches to market research etc.
also has been discussed in this report.
LO1
Covered in PPT.
LO2
P3 Mapping of consumers decision-making journey
Top-level management at Hilton hotel have to give order its marketing department for
properly mapping consumer decision-making journey, because mapping step will be enabled to
upper management for developing its hospitality services according to customers’ needs
(Breugelmans and Liu-Thompkins, 2017). Some major stages of consumer decision-making
journey have been discussed below;

Figure 1: 5 Stages of consumer decision-making journey
Source: Kaplan, 2017
Stage 1 – Awareness:
Awareness is the first stage in the consumer decision-making journey, in which a
customer has realised its actual demands, wants and requirements in this stage. Customers
releases their problems also in this stage, and then they try to buy that product which can solve
their problems.
Stage 2 – Information Search
In the information search stage, there are customers takes steps towards researching about
those products and services which are favourable by productivity and prices (Murphy, J.,
Hofacker and Gretzel, 2017). This is stage has conducted by customers for buying a durable
product or service in market place.
Stage 3 – Evaluation
After researching about products and services, the customers have evaluated wide range
of products and services of different companies and businesses. Basically, evaluation stage
contributes in choosing right service or product to buy in the market.