Hospitality Consumer Behaviour Insight

This presentation explores the impact of various cultural, social, personal, and psychological factors on consumer behavior in the hospitality industry. It also discusses the changing consumer trends due to digital technology, with a case study on Ibis Hotel.

HOSPITALITY CONSUMER
BEHAVIOUR INSIGHT
Ibis hotel

Table of content
 Introduction
 various cultural, social, personal and psychological
factors which impacts the behaviour of purchaser
 Change in customer trends due to digital technology
 Conclusion
 references

INTRODUCTION
 Consumer behaviour can be defined as an investigation which
is related to establishment of relationship between the
businesses in order to fulfil a cycle of purchase. The current
business environment is changing continuously which also
impact on the consumer behaviour of hospitality organisation
(Buhalis, 2019). For attracting the customer it is essential for
the business entity dealing with the hospitality industry to
manage the consumer behaviour by using different techniques.
In relation to the current report the chosen organisation is Ibis
hotel. It is a brand of economy hotel which is owned by
Accor. This was created in 1974 and become a economy mega
brand in 2011 where the launched Ibis style and budget hotels.

Various cultural, social, personal and psychological factors
which impacts the behaviour of purchaser
 It is important for hospitality organisation to
identify the cultural social personal and
psychological factors which are impacting on the
behaviour of employees as well as customers within
market. This is because, there are various functions
which are to be performed by the manager and are
related to these factors by which customer are
impacted. All these are discussed below:

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Social factors:
These are those factors which are related to the society and the climate
of the area where the organisation is working. This is impacting on the
organisational function in a direct manner. These are listed below:
 Reference gathering: In context of this factor that include the
gathering which are related to the intensity which impact the
behaviour of customers. Here because of intense gathering
customer can change their mine in hospitality industry and then
shift to the other (Chatterjee and Pandey, 2019).
 Family: Is also a factor which impacts the choice of a person while
choosing a hospitality organisation. Person is going on a family
vacation that it will choose that kind of hospitality form which is
related to family type accommodation with higher number of
rooms.

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Individual factor
It includes those factors which are related to the personal views of
individual. These factors directly impact on the decision where the
customer uses them for their personal satisfaction. Some of these are
discussed below:
 Age and life cycle stage: this is a major factor with individual factors
which impact the choice of individual for hospitality. Here, old age
bring needs which are related to more comfort where young one will
choose adventurous hospitality system (Gunden,, Morosan and
DeFranco, A., 2020).
 Occupation: occupation is also individual factor which impact on the
decision making ability of individual while choosing and hospitality
services. For instance, business class person will choose high class
hotel where are middle occupational person will choose budgeted
hotels.

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Social group
Include all those gathering which are directly
related to the behaviour of individual. Under
this all the comparative cultures are covered
which make it count higher for an individual.
 Social class: this is also factors which
affect the customer disease ability within
and hospitality sector. There Different
kind of social class from which customers
belongs. this has direct impact on Ability
of a customer and decrease their ability to
take effective decisions.

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Psychological elements
These elements are directly related to the presence of mind
within an individual and the capacity to influence different
decision related to hospitality success. Mera video surface
which are included under this with the dispatch below:
 Inspiration: Are the prime psychological factors which
impact on the decision-making ability of an individual in
contact of choosing and hospitality service. tere the basic
factor with impact on the decision of clients as well as their
behaviour for choosing a hospitality sector. Under this the
motivation is characterized as an essential function for
choosing a particular service (Hu, 2019).

Consumer trends are changing due to the
impact of digital technology
Digital technology can be defined as the
use of electronic tools system devices
and resources in relation to generating
and storing the process data. The current
time the unit of digital technology is
increasing in a regular manner which is
also implemented in hospitality sector.
This is helping in changing the trend to
really hospitality factors impacting on
your performance of firms in a directory.
Some of the current trends which are
related to digital technology within the
hospitality sector at discuss below in
relation to ibis hotels:

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Mobile integration: It is a prime change
within the trends in which are related to
digital technology and its impact on
hospitality sector. Under this change, now
customer are being friendly with their mobile
phones and increasing the use of mobile
phones. In context of this organisations are
also improving their functions where they are
using new technology which is related to the
check in and check out system by the use of
mobile instead of digital keys. Ibis hotel is
also using this technology to facilitate
improve functioning to its customers and
managing the changes accordingly (Li, Ma
and Qu, 2017).

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Artificial intelligence and chatbots: In
concept of artificial intelligence and
chatbots is continuously developing by
the upbringing of digital technology. Ibis
hotel using artificial intelligence and
chatbots where organisation is providing
actress voice activated chatbots to open
the curtain set alarm and order breakfast.
Users can also connect this at what to
their smartphones where they will
provide different kind of access as well
as facilities to the customer for
improving the functioning.

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Improving client association:
Digital technologies also
improving declined association
within the hospitality industry. It
can be seen within ibis hotel,
where organisation is providing
various platforms such as social
media platforms like Facebook,
Instagram and twitter where
customers can raise their queries
in relation to the organisation
services in a group system so that
they can force the organisation to
improve their services.

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Improving customer wants:
Technology is helpful in increasing the
customer want in context of hospitality
industry. This can be seen from the
current demand where customers are
using online application site and many
other digital platforms to review the
organisation and identify their key
requirements. In context of Ibis hotel,
majority of booking from online
application and site which is showing
the influence and changing habits of
customers because of digital
technology (Litvin, Goldsmith and Pan,
2018).

Conclusion
 It can be concluded from the above mentioned information
that there are various functions which has to be performed
in relation to managing the customer behaviour for an
hospitality organisation. Customer uses a particular
process to improve their functions and manage the
objectives and appropriate system. This provide particular
system which can be used to measure the performance and
achieving the goals and objectives in a timely manner.
Consumer behaviour is a key to success for hospitality for
it can be used to manage the functions by examining the
consumer decision making journey and using their
influence for future benefits.

References
 Buhalis, D., and et al., 2019. Technological disruptions in services:
lessons from tourism and hospitality. Journal of Service
Management.
 Chatterjee, S. and Pandey, M., 2019. Consumer satisfaction attribute
mapping in hospitality industry through ZMET.International
Journal of Business Innovation and Research. 20(1). pp.87-105.
 Gunden, N., Morosan, C. and DeFranco, A., 2020. Are online food
delivery systems persuasive? The impact of pictures and calorie
information on consumer behavior. Journal of Hospitality and
Tourism Insights.
 Hu, F., and et al., 2019. Evolving customer expectations of
hospitality services: Differences in attribute effects on satisfaction
and Re-Patronage. Tourism Management. 74. pp.345-357.

Thank you