Understanding the Value and Importance of Consumer Needs and Preferences in the Hospitality Industry

This report discusses the importance of understanding consumer needs and preferences in the hospitality industry. It explores the factors that influence consumer engagement and provides insights on creating a customer experience map. The report also highlights the various consumer touch points that can create business opportunities.

Induction -
Understanding
Customers
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Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 (The value and importance of understanding needs and preferences of target customer
group for hospitality services).........................................................................................................3
P1 Elaborate significance of understanding the consumer needs and wants of target audience
in service industry. .....................................................................................................................3
P2 Explore various factors which influence consumer engagement in regards of different
target customer group. ................................................................................................................4
TASK 2 (Customer experience map)...............................................................................................5
P3 Frame a customer experience map for service sector organisation. .....................................5
P4 Elaborate about consumer touch points by observing customer experience for creating
business opportunities.................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................8
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INTRODUCTION
The hospitality industry is the broad category of various fields in service industry which
includes the lodging, F&B, event planning, accommodation and many more. Respective report is
based on the Hotel Holiday inn which is an British Owned American brand of hotels. Respective
report is based on the value and importance of acknowledging consumers needs and wants.
Further it includes factors drive and influence consumer engagement. At last it includes the
consumer experience map with customer touch points to enhance customer base positively.
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TASK 1 (The value and importance of understanding needs and preferences
of target customer group for hospitality services)
P1 Elaborate significance of understanding the consumer needs and wants of target audience in
service industry.
For an organisation it is very essential to access the consumers needs and wants
appropriately to provide great experience to them. In hospitality industry market segmentation is
very much important that helps to divide people in different groups with similar needs and
common buying behaviour (Barker, 2020). Respective basis helps to target segment to use
appropriate marketing activities. The target market of Hotel holiday inn is the people who belong
from the higher income group and always prefer innovation, technological advancement in
services. They use market segmentation to serve the specified people in best manner. By dividing
consumers on the basis of age, interest and purchasing power to provides services in the best
manner.
By using different ways to profiled consumers as per the consumers needs and wants to
offer services appropriately. So in the induction training pack it has to be instructed to use STP
in order to choose consumer base to serve in best manner (Cheu, 2019).
With the help of STP model Hotel Holiday inn can be able to offer services as per the consumer
needs that are as follows:
Prospective Customers Needs,wants and preferences
Young Adults
Fusion food, Bars and drinks, Good
facility of staying, Wifi and music with
arrangement of dance.
Families
Worth ful arrangements and facilities as
per money offered, comfortable facility of
staying and transportation, healthy food
and valet parking.
Business/ Premium Class
For high profile consumer base they
always demand the highly technological
advance products such as digital check in
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and check out, luxury services and food,
visualisation effects and many more.
P2 Explore various factors which influence consumer engagement in regards of different target
customer group.
For an organisation consumer engagement plays very much important role to serve them
in best manner (Grobman and Caughey, 2019). In context of Hotel Holiday inn they use different
ways and strategies to connect with differ class of people.
Discount packages and use of social media:
In context of Hotel Holiday inn to engage with young people and economy class people
provide discount packages as money matters for them. To acknowledge interest and choices they
track youngsters on their social media to serve them accordingly. By providing discount
vouchers enchant consumer attraction positively.
Highly organised:
To engage with business and high profile people they use highly organised system to
reach to them in positive manner (Direction, 2019). With help of juggling calls, bookings and
continuous emailing after tracking their clicks so that they can communicate with about their
services that are distinctive from their fierce competitor. So by using respective ways they
engage from different class of consumer base.
Strategies and tactics:
In context of Hotel Holiday Inn by using the easily searchable online by using advance
tools and techniques in order to reach at large no. of consumer base in positive manner.
TASK 2 (Customer experience map)
P3 Frame a customer experience map for service sector organisation.
Customer experience map is very significant for organisation to provide desirable
services to them serving in best manner (Haghshenas and Savich, 2019). In context of Hotel
Holiday inn they frame purchase journey of consumers by greatly facilitate them that are as
follows:
Goal of consumers at every tier of purchase journey:
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The first and foremost objective of consumer journey map is to identify the goal of
consumers to facilitate accordingly. By tracking consumers taste and preferences Hotel Holiday
inn identify their consumers needs to serve them properly. To sell the accommodation and food
services customer journey map is as follows:
Dreaming:
In respective stage organisation by tracking consumers interest or accumulating
knowledge of their past consumer that they want accommodation services for 3 to 4 days.
Booking:
By giving appropriate knowledge about the facilities, fairs and other information by
connecting with consumer to provide services to them.
Experiencing:
In respective stage consumer experience their services and organisation collect feedbacks
from them to improve continuously.
Sharing:
In respective stage by developing the post regarding services availed helps to enhance
brand value.
P4 Elaborate about consumer touch points by observing customer experience for creating
business opportunities.
Touch point is any interaction that alter or modify the way consumer feel about
organisational product, brand and about business or services (Kahraman and et.al., 2019). The
major touch points in regards of Hotel Holiday inn is websites, effective communication, past
experiences of consumers, sales promotions and feedbacks.
To serve consumers in best manner to divide the needs on various basis that are as follows:
At satisfactory level:
In respective level the major touch points is accumulation of necessary knowledge and
information by tracking interest areas of consumers (Perkins and Yang, 2019). In context of
Hotel Holiday inn as per consumer demand they serve them such as providing accommodation,
transportation.
At good level:
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In respective tier Hotel Holiday inn provides the reliable services by including tangible
experiences to enhance consumer experiences. By including equipments and appearance of
personnel that provides information regarding clean facilitation.
At advance level:
In advance level of facilities consist of the strong communication, providing every and
extra attributes to enhance consumer experience, welcome notes, personalised food, person
encounter from front desk till parking lot (Rahmani and Rezaei-Zare, 2019).
CONCLUSION
From the above report it has been concluded that enhancing consumer experience plays
very much great role in organisational profitability and sustainability in marketplace. It is
essential to mark the consumer touch points to provides services in best manner. It is potential to
evaluate consumers needs and wants to serve in best manner.
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REFERENCES
Books and journals:
Barker, S.F., 2020. Induction and hypothesis: A study of the logic of confirmation. Cornell
University Press.
Cheu, S., 2019. Understanding their experience. Australian Ageing Agenda, (Sep/Oct 2019),
p.40.
Direction, S., 2019. The strategic advantages of business war gaming: Role playing the path to a
greater competitive edge.
Grobman, W.A. and Caughey, A.B., 2019. Elective induction of labor at 39 weeks compared to
expectant management: a meta-analysis of cohort studies. American journal of
obstetrics and gynecology.
Haghshenas, M. and Savich, W., 2019. Fixing Induction Heat Treatment Flaws of an Automotive
Transmission Output Shaft. Journal of Failure Analysis and Prevention. 19(1). pp.106-
114.
Kahraman, N. and et.al., 2019. Understanding the Purchase Behaviour of Turkish Consumers in
B2C E-Commerce. International Journal of Intelligent Systems and Applications in
Engineering. 7(1). pp.52-59.
Perkins, H. and Yang, Y., 2019. Dialog Intent Induction with Deep Multi-View Clustering. arXiv
preprint arXiv:1908.11487.
Rahmani, S. and Rezaei-Zare, A., 2019, April. Prediction of System Voltage Recovery due to
Single Phase Induction Motor Stall Using Machine Learning Techniques. In 2019 IEEE
Workshop on Electrical Machines Design, Control and Diagnosis (WEMDCD) (Vol. 1,
pp. 128-134). IEEE.
Robertson, S. and et.al., 2019. A rule induction framework for the determination of
representative learning design in skilled performance. Journal of sports
sciences, 37(11), pp.1280-1285.
van Kuijk, J., Daalhuizen, J. and Christiaans, H., 2019. Drivers of usability in product design
practice: Induction of a framework through a case study of three product development
projects. Design Studies. 60. pp.139-179.
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