Hospitality Consumer Behaviour Insight

This document provides insights into consumer behaviour in the hospitality industry, including the factors influencing it and the impact of digital technology on consumer trends. It also discusses the stages of the consumer decision-making journey and the importance of mapping a path to purchase. Additionally, it examines the differences between B2B and B2C decision-making processes. This information is valuable for marketers in the hospitality sector.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1 (PPT)......................................................................................................................................3
P1 Different cultural, social, personal and psychological factors which influences consumer
behaviour and attitudes within a hospitality....................................................................................3
P2 Consumers trend changing with the impact of digital technology.............................................4
TASK 2.................................................................................................................................................5
P3 Discuss different stages of consumer decision making journey to purchasing ........................5
P4 Examine why it is necessary for marketers to map a path to purchase & understand consumer
decision making in hospitality industry...........................................................................................7
TASK 3 ................................................................................................................................................8
P5 Examine difference between decision making process of B2B and B2C .................................8
TASK 4 ..............................................................................................................................................10
P7 Assess how marketers can determinant various level of hospitality decision making process 10
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12
Books & Journal:...........................................................................................................................12

INTRODUCTION
The hospitality sector has been changing with rapid scale & is evolving with time period. It
has become essential to focus on this market situations so that decisions making is carried out in
proper manner. This sector mainly focuses on providing of services such as lodging, events,
weddings etc. Main aim of this report is to understand the consumer behaviour in hospitality sector.
Four Season Hotel and Resorts, headquartered in Canada. This hotel provide ample number of
services such as Wi-Fi, online room booking & cancellation etc. It has many competitors such as
The Ritz Carlton, Mandarian Oriental, etc. This report comprises of factors affecting consumer
behaviour, change of consumer trends, stages of consumer decision making journey, importance
of marketers to map a path to purchase, comparison & contrast between B2C & B2B, different
approaches to market research and marketers influencing different stages of hospitality decision
making process.
TASK 1 (PPT)
P1 Different cultural, social, personal and psychological factors which influences consumer
behaviour and attitudes within a hospitality
Business environment refers to the sun of collection of all external and internal factors like
customers need and expectations, management, client, owners, innovation in technology, social
trends, economic change, supply and demand, employees, suppliers etc. Such these factors affects
the company business directly or indirectly. It is essential to analyse and learn the customer
behaviour and their attitude. Aras, 2017).This analysis helps in making decision in hospitality
industry. There are some of the factors which are discussed further.
Cultural factors- It gives the view towards the life. It comprises of the understandings,
assumptions, goals and shared values from the earlier generations and which are passes into
upcoming generations. This factor also depends upon the climate, religion, legal system and
languages. Which is helpful in learning the attitude of the customer towards the related hospitality.
For example Four Season Hotel and resort is in the hill station places where there is low
temperature then this types of hotels are heavy customer in the hot season when everyone go for
vacation to hill station to enjoy the cold in summer (Batum, 2016). Such that the main activity
which are customer wants with such types of hotels which can provide the luxurious stay during
their vacations. In opposite to this when the hotel is in like near the river bank then it will have
customer in every season in whole year where the customer wants to come there and enjoy the place
due to having the river bank they love to enjoy the place with their family and love once. Such type
of culture are there in every place where there are many differences in the culture and customer love

to enjoy the different culture for short period of time.
Social factor- This factor involves the perception of people and society communities etc.
This type of factor effects directly the attitude of the customer for the purchsing decision towards
the hospitality product and services (Block, 2016). In this hotel need to target the small group or
families and th e business people who came these places to enjoy their vacations either alone or
with their love once and many business meeting held there which called work with enjoyment
which generally attracts the customer.
Personal factor- It is one of the important factor which effect the customer decision for
avail the services and product of the brand. Every customer having the different traits, personal
reason, and behaviours basis for making the decision. It includes generally the income, life cycle
and status of the customer. The personal factor is important to analyse the customer behaviour
which directly affect the decision of the customer.
Psychological factor- It is also crucial factor which directly affects the decision by mind set
of individual like attitude and thinking etc. In context to this factor customer first analyse the people
who are availing the product or services which they want to enjoy so they can make decision
accordingly. Such type of factor should be known and examined for understating the customers
mind and their decision for availing the services (Dudin, 2018).
Therefore, one can say that the above discussed factor should be understand and well
analysed to understand the behaviour of the customer to sell out your services and which will help
you in making strategies according to the mind set of your customer. The manager duty is to apply
these information according the hotel and their target customer which can help in increasing their
customer and the business.
P2 Consumers trend changing with the impact of digital technology (PPT)
Digital technology is having a big impact on the consumer trend which can easily seen by
you and your surrounding. Where everything is going to be advanced with the help of the
technology (Javornik, 2016). Consumers love to get upgrade with the technology which give the
excitement and many goose bumps when they get in touch with the latest technology where they
learn new thing about the latest tech. The Four season Hotel and restaurant need to get updated with
the new technology where they can able to satisfy their customer and which also helps in attracting
their target customer. There are many ways thorough which technology is changing and having
impact on the customer mind.
Using Mobile Application – This is one and first important way through which customer
are getting in touch with the technology which can affect your business directly in just few times.
Through the mobile application your customer are able to access about your hotel easily which

gives them the whole information which is related with your hotel and resorts. This also give them
the advancement to find out other options which gives you the threat of competitor which can
attracts your customer by showing up better about their hospitality and the customer satisfaction.
Mobile based payment option – In this technical world, every one is using this payment
method which makes the payment option very easy within very less time with having far distance.
This gives the seamless experience to the customer which the hotel need to follow. Hotel is also
able to get this payment method to attach with the online portal to book in advance and which gives
the confirmation of booking of their hotels (Kim, 2020).
Social Media- Social media has covered the whole customer community within few months
or say year which gives makes the advertisement very fast and is able to take the business and
related information to whole new level. Facebook, YouTube, Instagram and twitter are the most
famous media which are having the large number of customer. By using this platform Four season
hotel and restaurant can increase their business as well as customer.
Voice recognition- This is the feature of the technology where Amazon's Alexa, Google
Assist and Apple's Siri has changes the whole world tech experience where people are able to look
for different hospitality services ans hotel which the Four Season Hotel and Restaurant should use
this in their hotel premises which gives the customer attention and through this employees and also
customer can enjoy their tech which is able to make the business and may increase the hotel
business.
TASK 2
P3 Discuss different stages of consumer decision making journey to purchasing
Consumer decision-making process is time consuming process which requires a deep level
of market knowledge & appropriate critical thinking skills. In context of selected hotel, it is
essential for them to adapt with this journey so that goals are accomplished in proper manner.
(Kim, 2020). Consumer decisions making is type of process in which consumers become aware
about their needs and wants & collect information about their purchase products. It comprises of
several stages which are discussed below-

Need recognition & problem awareness-
In this first aspect of consumer decision making it shows that individual recognize the actual
needs nor wants prior to purchase whether to do purchasing or not. Need recognition is essential as
it helps in making proper decisions in further process. Further, problem related to fulfil those needs
are being recognized (Lee, 2019).
Information search-
In this second aspect, it states that it depicts that after recognition of need, prospect
research for information related to different products or services which can fulfil their wants at
higher scale. Further, it is seen that information is collected through various ways such as social
media, workshops, advertising, events,etc. (Narula, 2016).
Evaluation of alternatives
This is another aspect in which it shows that after gaining information of a product or
services, individual evaluate and compare the alternative options with each other so that most
appropriate one is chosen. Through this evaluation, it is easy to be aware about decision to
purchase.
Purchase decisions-
This is stage in which purchase decision is made after proper evaluation. In this, Four
Season Hotel & Resorts is being chosen by individual as final decisions of purchase. In relevance of
selected hotel, they assures that correct type of advantages are provided to heir customers.

Post Purchase-
This stage shows that feedbacks & reviews are made by customers after final purchase.
Further, there are different types of elements in mapping & are mentioned below-
 Pre purchase- In this, it shows about completing of alternatives with each on basis of
collected information (Ozturk, 2016).
 Purchase- It depicts final purchase which has been made by individual with proper
considerations.
 Receive- It is another element in which it shows that products are services are being
actually received by customers in correct way.
 Post Purchase- It is final step in which reviews are being given by customers who have
purchase product.
P4 Examine why it is necessary for marketers to map a path to purchase & understand consumer
decision making in hospitality industry
In this changing market of hospitality sector, it is essential for enterprise & marketers to be
map a path to purchase (Sluyterman, 2017). Through doing this, it is easy to achieve objectives in
proper manner. Also, it is important to understand consumer decision making so that it is easy to
target potential customers in proper manner. In relevance of selected hotel, marketers gain
competitive advantage while mapping path as it helps them in analysing of consumer behaviour.
Importance of mapping path-
 Increase rate of interest- When mapping a purchase is done, it is easy for carry out
effective strategies in most efficient way on basis of which high profit is generated. Through
this, decision are taken in correct way (Slade, 2017).
 Integrated consumer data- This is another reason to map a path to purchase as it help
collecting of information regarding consumers in deep insight. Through using this data,
more effective exchange process is carried out.
Importance of consumer decision making-
It is also crucial for marketers to carry out decision making in such a way that higher
productivity & efficient output are achieved properly. So, there are various importance of
understanding consumer decision making which is further explained below-
 Extensive problem solving- This type problem occurs when it it took time to customers
tom examine actual use of product.

 Limited problem solving- This type of problem arises when individual is well aware about
the use of product & services and understand the problem which occur (Song, 2020).
 Routine problem solving- It is another reason of understand consumer decision in which
end user is aware about product & has experienced it.
The above explained matter shows that it is important for marketers to understand consumer
decision as well as mapping path so that benefits are achieved in appropriate way.
TASK 3
P5 Examine difference between decision making process of B2B and B2C
Decision making is important part in business which is important to be focused & analysed
so that it is easy to use resources efficiently & implement strategies effectively. Furthermore, it is
too examined that both these B2C & B2B are important to be considered within hospitality
industry.
Basis B2C B2B
Meaning It refers to selling of products
and services in between the
organisations to customers. It
is also to be known as business
to customers process (Unni,
2020).
In this, it is known as business
to business in which exchange
process of products occurs
between the organisations to
organisations, clients etc.
Buying Decisions The buying decision depends
upon needs or desire of
customer in market.
In this, buying decisions are
carried out on basis of clients
orders, profit & loss ration etc.
Target Market In B2C, target markets are
mostly the customers, people.
In this,target markets mostly is
organisation, associations,
clients etc. (Aras, 2017).
Examples For example- The selected
hotel targets customers for
their services & business
profit.
For example- Hotel services
which deals in same field or
with clients are B2B.

From above explained matter, it shows that it is essential to be aware about these business
to customer as well as business to business so that goals are accomplished in proper way.
P6) Discuss market research approaches along with methods of decision-making
In business, market research is essential which is needed to be considered so that objectives
are achieved in proper manner. Through carrying out this market research it is easy to gain
information in most effective way. In this current present situations, secondary sources has been
used which are further explained as follows-
Publications- It is type of source through which it is easy to gather information through
newspapers, articles, magazine etc. Moreover, several types of sources are also there such as social
media platforms which gives brief data. By using these sources more reliable & relevant data is
gathered in correct way (Batum, 2016).
Government agencies- These are also being considered as secondary sources which are
used to collect information for market research. There are many government agencies which works
in this field & deliver most appropriate information as well as data which is true and usable.
Market research
To gain competitive advantage, it is crucial to carry out appropriate market research so that
goals are accomplished properly. Through appropriate form of market research, it is easy to criteria
on on the basis of which decisions can been are examined appropriately (Block, 2016).
There are various types of approaches which are discussed below-
Interviews- It is another way in which data is collected through respondents who has faces
interview process. Through this, managers are able to collect credentials in correct way. Interviews
are to be most useful sources to get information in proper manner.
Methods of decision making:
Consult- It is also important method of decision making in which managers consult with
their colleagues and subordinates to get appropriate advice from them in correct way. Through
proper consult, it is easy for them to reached to proper decision.
Vote- This is another method in which superior of organisation do vote in which employee
with most reliable information is being chosen at priority level.
Therefore, it is examined that it is essential to be aware about these market research
approaches & decision making methods so that it is easy to gain achieve set objectives within a time
period. Both market research as well as decision making are crucial which are needed to be used in
appropriate manner.

TASK 4
P7 Assess how marketers can determinant various level of hospitality decision making process
In hotel industry, it is essential for marketers to access to several level of hospitality
decision making process. Hospitality decision making process is necessary to be carried out with
proper considerations. There are various ways to access which are described as follows-
 Motivation- It is important way of accessing to level of hospitality decision making process
as because in this it shows that enterprise are bound to be responsible for generating desire
of a particular individual (Dudin, 2018). Through motivating subordinates towards product
& services it is simple to access to level of decision making process. In reference of chosen
corporation, they easily motivate their target markets which assist them in making proper
decision.
 Patter buying behaviour- This is another way through which decision making process is
easy carried out as in this pattern behaviour of every individual is determined who are likely
to purchase or use service of hotel (Javornik, 2016). By analysing properly pattern buying
behaviour, it is easy to made decisions regarding customers focused factors while making
purchase.
This is been examined that it is essential to access to hospitality decision making process so
that everything is carried out in proper manner. Through properly accessing to these discussed
factors it is easier to made positive decision.

CONCLUSION
After a brief analysis of above report, it has been stated that it is important to understand
consumer behaviour in hospitality industry so that everything is carried out in proper manner. This
report gives a brief information about consumer behaviour insight with hospitality sector. So,
discussions have been made about several areas such as factors impacting on consumer behaviour,
change of consumer trends, consumer decision-making process, difference between B2C & B2B.
Further, importance of mapping path, market research approaches and determinants of access to
various hospitality decision making process. Thus, it has been evaluated that market structure of
business is flexible which increases importance of understanding behaviour of consumers.
Hospitality business must be always up to date because of involving guest needs and habits. If
before the phone call was the only way to make a reservation, now people can make a reservation at
any time and any place.

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