Hospitality Consumer Behaviour and Insight: A Case Study of Marriott

This report discusses the consumer behaviour and insight in the hospitality sector with a case study of Marriott. It covers the marketing mix, factors affecting consumer behaviour, consumer trends, and digital trends in the industry. Marriott's strategies for enhancing the consumer experience are also discussed.

Unit 19:
Hospitality
Consumer Behaviour
and
Insight

Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Overview................................................................................................................................3
Marketing mix........................................................................................................................4
Factors affecting consumer behavior.....................................................................................5
Consumer trends in hospitality sector....................................................................................6
Digital trends in hospitality sector.........................................................................................7
Impact of digital technology..................................................................................................8
Recommendation....................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................11

Introduction
Business activities depends on the choices and actions of consumers while looking for
any product or services in the market. Consumer behavior refers to the process by which a
person analyzes and evaluate the products by which he can fulfil his demands and achieve the
maximum level of satisfaction. It is like an all and all procedure where a customer of any
product wants to acquire the complete knowledge regarding the company and offering also. It
is like a decision-making criterion that helps the company to attract more and more customers
towards them, so it is necessary for the business firm to work on the improvement over
consumer behavior. In hospitality sector, where there is enormous competition available,
companies are trying to embrace the better consumer behavior tactic (Marriott, and Williams,
2018). This helps in exploring the most suitable chance by which a hotel chain can attain the
opportunity to grow in the market segment. Along with this it also helps in selecting those
people who the management of the hotel wants to target and wants to hold them for the
longer period of time. This given report about a famous hotel chain Marriott, it will help in
identifying the current strategical approach of the company for the enhancement of the
consumer’s experience.
Main Body
Overview
Marriott is very famous hotel chain which is spreading in all over the world. This
hotel has almost numbers of branches which are established in more than 100 locations. The
main aim of the company is to give the better services to their customers and maintain its
reputation as five-star hotel. Services like lodging, reservation and bookings, packages for
vacations with the conveniences like providing cars on rents. Several policies have been
formed by the management of Marriott hotel where customers are avail with loyalty
programs that will help in retaining the customers with the organisation (Li, Yao, and Chen,
2021). These programs include- Marriott Bonvoy, rewards and Starwood preferred guest.
When the hotel guest uses these services, they will get the opportunity to get the free hotel
facilities. Marriott is also concentrating on developing the mass properties in the hospitality
industry, so that consumers easily access their and build a successful vacation plan. Company
is looking forward to aim those people as their guest who wants to obtain accommodation
facility for the longer period of time. Marriott hotel chain is better known for the

modernization and creation in the services to attract the customers. This is the reason which
has marked the company as the market leader in the hospitality sector.
Marketing mix
 Product- Marriott has wide range of product portfolio which is consist of numbers of
resorts and hotels. Moreover, company is also promoting the application of new
changes and modification that will support in making perfect services and contented
arrangements for the guest coming for stay. The management has distributed the
operational area of hotel in distinct parts which depends on the types of services
demanding by the customers in the hospitality industry. Not only this, if any guest is
asking for the optimum quality of services, then Marriott has the premium offering for
them in which they will get all the facilities to make their experience best with the
hotel (Kim, Park, and Kim, 2021).
 Place- The functioning Marriott has been extended to the different countries such as
China, Dubai, Argentina, Venezuela, Switzerland, Bangladesh, Thailand, United
Kingdom, etc. Currently, the headquarter of Marriott hotel chain is located in
Bethesda, Maryland. In order to grab the attention of the people towards the hotel
administration has decided to have the distinguishing and planned site where guests
can easily arrive. With the help of good and skilled staff Marriott hotel was the very
first organization which has offered the facility where people can book the hotels
through online platform. Other than this, administration of the hotel is trying the
expand the area of Marriott hotel to more advanced level.
 Price- The strategy regarding the price of the company is based on the premium
services for the high-income level people, people who belong to multinational
corporation. The major customer section for Marriott hotel is the person who are
ready to spend the good sum of money, in order to get the enhanced services during
their travelling and business meetings. With such price approach, Marriott hotel has
earned around billions as revenue and approximately 850 million dollars net income
in a financial year. The charges for the food and other services which are offered by
Marriott hotel is matches with the idea of best quality of the company.
 Promotion- The good brand image of Marriott has made it possible to present the
organization as the most popular hotel chain in the hospitality industry. While
company has also conducted some upgraded features such as providing satisfying
compensation and recompenses or schemes to the guests (Mathew, and Soliman,

2021). This is like a key planning by which Marriot is finding the suitable way that
may increase the belief of the consumers in the services. For all those customers who
are quite recurrent for the services in the hotel, authority has decided to give them
some discounted and free facilities as a surprise.
 People- This part of mix shows the efficient and effective labor and working staff of
the company who are equally involved in making the goodwill image of the business,
along with presenting the innovative idea to embrace the better services with the
business. In Marriott, employees are fully trained whether they are handling the room
service department, kitchen area and responsible for the cleanliness or hygiene of ethe
hotel. Likewise, manager of Marriott supports the staff and appreciate them for the
profitable work which they have done for the increment in the competitive advantage
of the business.
 Process- It refers to the idea of the business which helps in serving the product to the
consumers in better way. In hospitality sector, the procedure regarding the offerings
and presentation of services keeps of changing, this is because of the behavioral
changes in the needs of the customers. Marriott is also believing in making the
modification in the infrastructural facility of the company so as to drive the operations
of the business as per the external changes in the environment. It also involves the
utilization of digital tools in the service sector for the efficiency and effectiveness in
the management (Inanc–Demir, and Kozak, 2019).
 Physical evidence- It denotes to the internal infrastructure and designing of any
business entity which has been constructed with an aim to grab the consideration of
the customers, so that they show their interest to acquire the services. Marriott has
maintained its hotel interior and other facilities very well. These are so much
captivating that guests are able to enjoy the luxurious and royal feeling while staying
in that ambience. Moreover, it concentrates on making the dining zone, entertainment
areas refreshing and innovative, this is helping them in getting the positive customer
feedback and reviews for the services they are rendering to the guests.
Factors affecting consumer behavior
In hospitality sectors, it is not simple for the hotel and restaurants to maintain the
lifelong relation with their customer. It requires lots of modification and alteration in the
practices of the business, in order to go along with the behavioral aspects of the consumers
(Piramanayagam, and Seal, 2022). By offering the business services according to the

customers preferences, the administrating is assuring the overall success of the business and
strengthen the position in the global market of hospitality industry. Some of the factors which
are mentioned below governs the changes in the behavior of the customers, a detail
discussion on them is given in the context of Marriott-
 Psychological Factors- It relates with the awareness and informed behavior of the
customers regarding the product and services which he is looking in the market. It
includes different components which altogether controls the choices of the consumer
such motivation, perception, learning, attitude and beliefs.
 Social Factors- It comprises of the people whom a consumer is connected such as his
family, friends. In general, the status and influence of a person among the people of
society in which he is living also affects the preferences for the demand of any
product or services (Siddiqi, Sun, and Akhtar, 2020).
 Cultural Factors- This part is driven by the values, needs and wants of the
consumers. A person usually gets attracted towards those business offerings which
shows the capability to fulfil and satisfy the all-basic principles. This element of
consumer behavior possesses the high impact on the deeds of a buyer of services.
 Personal Factors- Age, earning, profession and lifestyle are some special factors
which individually administrates the demand of the consumer in the market. In order
to acquire the products, a consumer always consider all these elements.
 Economic Factors- It refers to the monetary elements that lies in a person’s life, it
could be related to his personal or family, the amount of budget he has prepared to
spent on some products and services, etc.
Consumer trends in hospitality sector
There are numbers of changes which has been detected in this industry, and it is very
important for Marriott to consider them. Being a premium hotel, so it is very much obvious
that it will be the priority for all the multinational companies while holding any business
events and functioning. For this, Marriott can bring some new alteration in its infrastructure
that will support the remote working of the businessmen. Another thing which is widely
circulating in the hospitality industry is about the hygiene and cleanliness of rooms and
ambience of the hotel. Before pandemic it might not be that concerning issue, but COVID
outbursts has changed the thought process of the customers. Now they are more conscious
and aware for their health and prefer such hospitality management where administration is
assuring them complete safe and healthy environment (Guillet,2020). Digitalization is also

creating a advanced changes in the hospitality sector. Customers are more likely to travel
those hotels and restaurants which are fully digitalised and have all the facilities. It is also a
solution for one of the trends which has been evolved in the pandemic in which people avoids
to come in contact with each other and in case of hotels it becomes major concern for them.
Marriott can include the personalized services in its business where they can greet and
welcome their guest with the help of some electronic medium. This will enhance the
operational activities of the business and make in more influential among the consumers as
well. Every guest in Marriott wants to have that best experience which supports them in
keeping a good value for the money which they have been spent in acquiring all those
services. So, it is like an obligation for Marriott to work in accomplishing these needs of the
consumers and ensure their success in hospitality industry (Ürgüplü, and Hüseyinoğlu, 2021).
Digital trends in hospitality sector
Virtual reality is an ongoing model which is highly used in the hospitality industry.
Marriot can utilize this facility to provide the customers a real view of its hotel infrastructure
that will support them in booking the services. It will give a detailed information to the
consumers about the services and offering which are granted by the consumers. On the other
hand, implementation of robotic technology in the business will help in eliminating the cost
which is incurred for the hiring of staff and room service department in the hotel industry.
Furthermore, Marriott can include the advance tactics which helps in saving the consumption
of energy, it basically related with the implementation of sensor devices in the rooms of
hotels. By consider such devices in the hotel management, there will be no wastage regarding
the resources which are used by the administration for the betterment of the customer
experience. Marriott can work on employing the cyber security in the management as it will
help in avoiding the threats which is concerned with the data of the customers. This also
helps in maintaining the security of VPN to ensure the safety of the devices which is being
used by the customers (Garg, Agarwal, and Singh, 2019). These facilities also help in
restoring the important information of the consumers and helps in stimulation the goodwill of
the hotel in the hospitality industry. Many businesses website taking the help of voice search
which provide an ease to the consumers while surfing over the internet for the collection of
necessary information regarding the hotels. It is not only used on such digital platform, but
Marriott can also use this facility for the accommodation where consumers can use the
devices and operate them with the help of their voices. Lastly, Marriott should focus on
developing the technique of cashless transaction for the ease of the guests who arrives there.

This will element the urgency to carry the cash while checking in such hotels and acquiring
other services. So, Marriot should concentrate on embracing all digitalisation changes in its
infrastructure as this will help in improving the customers engagement with the business.
Impact of digital technology
 Automation in the business operation- Digital tactics has minimized the
involvement of employees in the hotels. Now, Marriott does not have to focus on
managing the enhance staff to provide the services to the guests. With the help of
automation facility, hospitality industry has experienced the less investment in
recruiting the workers to deal and handle the customers effectively. It also helps in
providing the services to the customers at any time, and guests can book the hotels
without any support of human conversation.
 Enhanced services- Travelers and those individuals who are doing remote working
can take the advantage of the digitalization as it will give them all the opportunities to
execute their work at any given place. Guests can use the Wi-Fi and different types of
modern technology which will ensure their comfort in the long journey. Cleanliness
and good hygiene in the hotel industry is the positive changes by the implementation
of the advanced digital features (Chu,Deng, and Cheng,2020).
 Convenience in check-in and check-out- It also solve the complication which is
concerned with the dealing with so many people and staff while arriving to the hotel.
Now, guests do not have to wait for the longer period of time for the same, as they can
do all these activities by themselves. All these activities are also available at different
stores and business, which supports in providing the good services and experience to
the customers.
 Improved services of staff- Other positive impact of digital technology is that staff
of the hotel become more efficient and skilled in performing their assigned task. Hotel
administration also focuses on providing the sufficient knowledge and information
them, by which they can learn about the operational activities of digital tools in the
business.
Recommendation
By evaluating the overall concept of customer behavior and current trends which exist
in the hospitality industry, there are some relevant changes which meant to be followed by
the Marriott in its business operation. It is important for Marriott to find out those areas in its
hotel which are making some disturbances in giving the better performance in the global

market. By acknowledging all these problems, Marriott can analyze the issues which is
restricting it back in acquiring the good support of the consumers. Moreover, it should work
on the pricing strategy, because of the high prices customers often avoid to stay here. There
are so many hotels which are giving the same quality services in very affordable prices. Such
situation may rise the competition for the Marriott in the hospitality industry. Marriott should
concentrate on developing such business strategy which relies on providing the optimum
level of satisfaction to the consumers. By generating the customer centric approaches in the
making the decision will help Marriott in successfully attaining the loyal customer base in the
global market. Moreover, it also requires timely upgradation in the services which are driving
with the help of technological advancement. If Marriot goes with its old and outdated tactic to
deal with the consumers then gradually administration will experience the major changes in
the conduct of the customers in respect to the offerings of management. Next, higher
authority of Marriot should focus on formulation such policies for the business which fulfils
the all-basic needs and demand of the consumers. It should focus on using that form of
marketing which assures to have a good communication and message delivery among the
customers. Marriott should focus on identifying the reason for the alteration in the
expectations of consumers at very coarse level. It will provide a base to the company by
which they can analyze the operation which is reducing the revenue and profit of the
business. Moreover, it can present some mediums where customers are allowed to drop their
issues and feedbacks in respect to the services which are provided Marriott to them (Chalak,
Abou-Daher, and Abiad, 2018). By doing so management will show their concern to improve
the experience of the consumer with them and this gives them an opportunity to increase the
competitive advantage in the global market.
Conclusion
The above given report went into the detail about the concept of customer behavior in
any business organization. It is like a guiding force that dominated the demand of the product
and services in the market. In order the ensure the positive consumer behavior towards the
business firm, administration have to focus on identifying the growth and current status of the
services which are rendered by them. This is possible with the help of systematic execution of
marketing mix, which disclose the overall strategical approach of business to maintain the
reputation of the offerings in the market. This report has explained the factors which plays a
crucial role in affecting the behavior of the consumer in the global market. A detailed note
has been stated on the implementation of digital tools and its influence in the hospitality

sector. Along with this, distinct ways in which a business can embrace these innovative
aspects in the management of the functional areas.

References
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