Consumer Behaviour in Hospitality Industry

This presentation explores the factors that influence consumer behaviour and attitudes in the hospitality industry. It discusses the challenges faced in providing quality services and the changes in consumer trends due to digital technology. The presentation is based on the case of Whitbread, a British multinational hotel and restaurant company.

Hospitality
Consumer
Behaviour Insight

Table of Content
 Introduction
 The different factors that influence consumer behaviour and attitude
 Challenges while providing quality services
 Changes in consumer trends due to digital technology
 Emerging customers trends
 Conclusion
 References

INTRODUCTION
Consumer behaviour is related to the investigation of consumers perception and
behaviour towards taking the advantage of goods and services.As hospitality
industry is concerned for providing a range of services like accommodation, food,
drinks, spa and many other services due to which the study of consumer behaviour
makes predominantly complex and crucial for them in terms to provide higher
satisfaction to them. This following PPT is based on the Whitbread which is a
British multinational hotel and restaurant company which headquarters are situated
in UK and Dunstable. This will cover about the different factors which have greatly
impact on the consumers behaviour and importance of map a path to purchase for
the hospitality industry.

The different factors that influence
consumer behaviour and attitudes
Consumers are the most important part of an organisation so it is essential for an
organisation to analyse the behaviour of customers before offering a product
and service in the marketplace. Consumer behaviour refers to the study of
that how customers select an purchase the product, use the product in order to
satisfy their needs and at last dispose the product. This investigation help the
markets in determining the requirements and needs of the customers so that
they can manufacture accordingly. There are various factors which have great
influence of the buying behaviour and attitude of a customer. These are as
follow:

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Cultural factors: These factors are related to the norms, values, symbols
and belief which are occurred due to cultural and sub-culture in which
customers are live. As because of this customers are divided into various
categories like upper, middle and lower. Within the hospitality industry,
its impact can be reflected by the selection of hotel for example a middle
class person always give preferences to the 3 star hotel and a upper class
always choose 5 star or seven star.

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 Social factors :This refers to the various factors like relationship of a customers
with family, friends and role and status within the society. In the hospitality
industry, it is works on the basis on mental state of a customer. For example, if a
child will stay in a 3 star hotel and he receive all the facilities or services which he
required then he will prefer to go this type of hotel again in the future period.
 Personal factors : These factors have also impact on the customers behaviour
includes occupation, age and life cycle stage, lifestyle, financial condition etc. For
example, if a customer is belong from a higher class family then his perception and
choice is ever stop at five or seven star hotel as he is able to get all the facilities
under one roof.

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While providing the quality services within the hospitality industry an organisation have to face
various challenges to meet their customers expectations and requirements which are as
follow:
 Understanding customer expectations: this is related to understand the needs of diverse
and continuously changing customers expectations. It is difficult for a hotel to understand
the needs, preferences, opinions of different customers in order to provide them higher
quality services.
 Assurance: It depicts attention of an organisation towards employing and sustaining
skilled workforce which will help them to deliver higher quality service to the customers.

Continue..
While providing the quality services within the hospitality industry an organisation have to face
various challenges to meet their customers expectations and requirements which are as
follow:
 Understanding customer expectations: this is related to understand the needs of diverse
and continuously changing customers expectations. It is difficult for a hotel to understand
the needs, preferences, opinions of different customers in order to provide them higher
quality services.
 Assurance: It depicts attention of an organisation towards employing and sustaining
skilled workforce which will help them to deliver higher quality service to the customers.

Changes in consumer trends due to
digital technology
Customers behaviour and decision-making is greatly affected by the digital
technology as due to this they remain more aware towards selecting a most
suitable hotel by taking all required information about it. Due to the
development of digital technology at present customers are more
demanding which have direct impact on their behaviour and attitude. This
create hurdles and conflicts for the hotel like Whitbread they have to give
their more focus on adopting the new technologies in their business in
order to sustain their position for a long time.

Changes in consumer trends due to
digital technology
Customers behaviour and decision-making is greatly affected by the digital
technology as due to this they remain more aware towards selecting a most
suitable hotel by taking all required information about it. Due to the
development of digital technology at present customers are more
demanding which have direct impact on their behaviour and attitude. This
create hurdles and conflicts for the hotel like Whitbread they have to give
their more focus on adopting the new technologies in their business in
order to sustain their position for a long time.

Emerging consumer trends
 Catering to millennials: In the present world, the population of millennials
are higher which makes it essential for the manager of Whitbread to adopt
latest technology and formulate their strategies as per the demographic
personalities so that they will be able to attract a range of customers from
worldwide.
 Increases focus on health: As in the present world scenario, customers are
more aware and conscious towards their health due to which the manager of
Whitbread organisation needs to give their emphasis on providing healthy
food, environment, air purification, yoga space, exercise equipments and
many other facilities.

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 New roles for staff: Consumers in modern era customers wants to
book and check-in services digitally so it is necessary for an
organisation to make their staff more efficient so that they can easily
adopt this current trend and will be able tor render more personalised
services to their guests which results higher satisfaction of the
customers as well as profitability of the business.

CONCLUSION.
From the preceding PPT, it can be understood that consideration of consumer
behaviour within the organisation is essential in order to meet with the
customers demand and requirements and to gain higher profitability. A
consumer decision-making process related to purchase a product is affected
by various factors like social, personal, technological and many others which
need to be considered by the marketer of business.

REFERENCES
Ashman, R., Solomon, M. R. and Wolny, J., 2015. An old model for a new
age: Consumer decision making in participatory digital culture. Journal
of Customer Behaviour. 14(2). pp.127-146.
Banerjee, S. B., 2017. Corporate environmentalism and the greening of
strategic marketing: Implications for marketing theory and practice. In
Greener Marketing (pp. 16-40). Routledge.
Carpenter, S. M. and Yoon, C., 2015. Aging and consumer decision making.
In Aging and decision making (pp. 351-370). Academic Press.

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