Values and Importance of Understanding Customer Needs in Hospitality Industry

International travel
and tourism
management

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
P1. Explain the values and importance of understanding the needs, wants and preferences of
target customer group for the hospitality industry......................................................................4
P2. Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation......................................................5
P3. Customer experience map for booking.com.........................................................................6
P4. Manner in which touch points create such opportunities throughout customer experience
within Thomas Cook...................................................................................................................8
P.5. Describe how digital technologies is engaged in controlling customer experience with in
the service sector company, by giving suitable example of customer relationship management
system?........................................................................................................................................9
P.6. In the context of specific service sector give an example of customer service strategies?10
P.7. Explain how strategies related to customer service create & develop in such a manner that
fulfil the desires of customer & the required standards of business?........................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
International Travel and Tourism management includes hotels, tourism venues, airlines,
travel agencies, tourism destination. Tourism is a sector related to tourism industry that deals
with aspects of travel & accommodation. Other secondary requirement are also satisfied by this
industry. In the past few years, there is a boom in international tourism. People around the world
are now seemingly travelling around the world with fair & affordable packages that have been
put up by the tourism industries around the world. The company that was selected in this report
are Booking.com. It was founded in 1996. It has its headquarter in Amsterdam, Netherlands. The
CEO of the company is Glenn Fogel.
TASK
P1. Explain values & importance of needs, wants and preferences of target customer group with
respect to hospitality industry.
Hospitality industry is services industry which is generating highest profit in the economy
and serving their customer with luxury products and services. With the analysing the needs and
wants of the customer, organisation can provide exactly what the guest needed. Enlightening the
importance of needs, wants and preferences of the costumer in hospitality industry:
 Needs- Needs are the basic requirements of the guest which is essential for the survival
of an individual. In context to Booking.com, company will able to know the basic needs
of the guest that will help in generating extra sale. Customer give primary importance in
getting needed items and services. By getting the needs of the guest, Booking.com will
able to do changes required in the operations and can create good brand image in the
market.
 Wants- Wants are the basic need but these are the likings and have great impact on
customer after getting all the wants. Hospitality industry should give extra effort to fulfil
the wants of the costumer and by knowing the wants of the customer, Booking.com can
expand their area of service and give all the wanted product and services to the guest.
 Preferences- These can be different from one person to another like anything can be
important to anybody. So it is very important6 to know the customer's preferences.
Company should produce premium quality of product that can meet the preferences of

the cusP1. Explain the values and importance of understanding the needs, wants and
preferences of target customer group for the hospitality industry.
 Hospitality industry is services industry which is generating highest profit in the
economy and serving their customer with luxury products and services. With the
analysing the needs and wants of the customer, organisation can provide exactly what the
guest needed. Enlightening the importance of needs, wants and preferences of the
costumer in hospitality industry:
 Needs- Needs are the basic requirements of the guest which is essential for the survival
of an individual. In context to Booking.com, company will able to know the basic needs
of the guest that will help in generating extra sale. Customer give primary importance in
getting needed items and services. By getting the needs of the guest, Booking.com will
able to do changes required in the operations and can create good brand image in the
market.
 Wants- Wants are the basic need but these are the likings and have great impact on
customer after getting all the wants. Hospitality industry should give extra effort to fulfil
the watomer and by knowing all the preference of their clients, booking .com do exact
changes in their production and supply chain to meet the demand of the customer. It will
help in earning more profit.
P2. Explain the different factors that drive as well as influence engagement of customer , to
capture target customer groups within a service sector organisation.
There are various factors that is attracting the targeted customer for taking interest in the
organisation. This will help in giving better customer experience and provide quality of services.
The different factor that are attracting the targeting the potential customer are follows:
 Innovation- It is the factor which influence the customer to buy the product. With the
changing preferences and liking of the customer, they need innovation in the product and
services. With the regular innovation in the product, Customer react to the Booking.com
and it includes change in design of the product, Change in the delivery process etc.
 Customer relationship management- CRM is defined as the relation maintain with the
customer in positive aspect. This include providing premium product to the customer,
having good customer services, easy to connect to the organisation. These all aspects will