Importance of Customer Needs and Wants in Hospitality Sector

INTERNATIONAL TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION.....................................................................................................................................3
LO1........................................................................................................................................................3
P1. Importance of needs and wants of customers in hospitality sector............................................3
P2. Factors drives and engage different customer group in hospitality sector..................................4
LO2........................................................................................................................................................6
Customer experience map.................................................................................................................6
P4. Customer touch point create opportunities for the hotel...........................................................7
Influence of Digital Technology in Customer Relationship.................................................................8
Customer Service Strategies............................................................................................................10
Importance of Customer Service Strategies.....................................................................................11
CONCLUSION.......................................................................................................................................11
REFERENCES.........................................................................................................................................12

INTRODUCTION
Hospitality industry is defined as a service industry engaged with services like
lodging, food and beverages, events, tourism and transportations like operations.
This report is based on the case study of Holiday Inn Company in regards to
services in hospitality sector. Holiday Inn Company is a UK based company engaged
with hotel services. Company cater travellers and visitors with its hospitality services
in UK, Republic of Ireland and Spain. Headquarter of Holiday Inn Company is
located in Denham, UK. Company initiated its operations in the year 1952.
Henceforth, this report emphasis on the importance related to understanding of the
needs of the target customers in the hospitality sector. This report will also explore
about different factors that drives customer engagement in hospitality sector. This
report will also involve Customer experience map in hospitality sector. Role of digital
technology in improving customer engagement in hospitality sector will also project
in this report.
LO1
P1. Importance of needs and wants of customers in hospitality sector
Customers are considered as the important factor involve in the growth and
sustainability of the corporate organisations. Importance of assessing needs and
wants of customers in hospitality sector can be summarised in the following points.
Identify target market: Target market fior the Travel Lodge Company is the toursim
market of United Kingdom. Target market is an important factor behind the success
of business organisation. Assessment of the needs and wants of target customer
drives management of Travel Lodge Company to analyse about the target market for
company’s business (Camilleri, 2018). Hospitality is the service sector which largely
depends upon the satisfaction of the customer’s of company from services and
product quality. In order to offer the suitable services and products company
management needs to analyse needs and wants of the target customer’s in the
sector. For example identifying the customer needs allow company to identify about
the target market of the company.

Frame marketing strategies: All marketing strategies are framed on the basis of
the potential customers of company and also on the basis on the needs of the
customers. Management of Travel Lodge Company project all the needs and desires
of the customers in all its marketing campaigns in order to attract the target
customer’s towards engaging with company’s services. Marketing strategies are only
successful in case it get engage with company’s potential customer base. Catering
the needs and demands of the customer’s in the marketing campaign enables
customers to connect with the organisation easily through marketing of company.
For example all marketing strategies of the Travel Lodge Company based on the
potential customers of company so that company can attract such customers.
Company has launched campaigns like social media marketing to attract all
travellers.
Analyse customer willingness: Assessment of needs and demands enables
company management to analyse about the willingness of the target customer’s.
Willingness guides the company about all such factors that motivates potential
customers to buy company’s packages (da Silva and et.al., 2016). Management of
Travel Lodge Company set all packages based on the customer willingness analysis.
Hospitality industry is considered as among the emerging industry in the corporate
sector. Due to emergence of the hospitality sector hotels has also expanded the
number of services by introducing new services and customer willingness analysis
played crucial role in introducing new services to all potential customers of company.
For example identification of the needs of customers allows Travel Lodge Company
to serve the services that is needed by the customers. This also facilitates company
in selling such services conveniently.
Maximise sales revenue: Assessment of customer need also play crucial role in
maximising company’s sales revenue and profitability. Hospitality sector largely
depends upon the customers’ satisfaction in respect to maximising sales and
profitability of company. With the support of need assessment management of Travel
Lodge Company introduce new services and products in order to meet up all
expectations of customers and also to maximise the revenue of company. For
example if the Travel Lodge Company offers such services that is needed by
customers that becomes easier for the company to sale such services.