Marketing Report: Analyzing Accor Hotels, Buyer Behaviour Factors

This report provides a marketing analysis of Accor Group of Hotels, focusing on the environmental factors impacting the business, including technological advancements, competition, and social factors. It highlights the importance of understanding buyer behavior for marketers, particularly in restaurant selection, considering factors like taste, hygiene, customer service, ambience, and price. The report concludes by emphasizing how studying buyer behavior helps marketers better their products and services to suit consumer needs, providing valuable insights into consumer preferences within the hotel industry. Desklib provides access to similar solved assignments and resources for students.

Marketing Assignment
Accor group of hotels

Marketing 1
Contents
Introduction......................................................................................................................................2
Environmental factors affecting Accor group of Hotels..................................................................2
Technological...............................................................................................................................2
Competition..................................................................................................................................2
Social factors................................................................................................................................3
Importance of buyer behavior..........................................................................................................3
Restaurant selection.........................................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

Marketing 2
Introduction
Accor group of hotels is one of the prestigious hotel chains present across the globe. The group is
a French multinational. The hotel currently operates in over 95 countries through 3700 hotels.
The chain has various brands of hotels and each of these brands caters to a different target
market. There are various factors within an economy that directly or indirectly impact the hotel
business. This report lays emphasis on three such factors that affect the group.
Environmental factors affecting Accor group of Hotels
Technological
Technology has been a boon to our generation and has made the booking process very easy for a
customer. Gone are the days, when travelers had to visit the travel agency in order to book their
stays. The advent of technology has made it easier to book the exact room that a person desires
just by a single click (Wang, Li, Li & Zhang, 2016). This advancement of technology directly
impacts the business of Accor group as now it is easier for them to attract more customers.
On the other hand, with the advent of technology has also allowed brands like the Accor group to
reach out to customers through innovative channels of social media marketing and digital
marketing. Social media marketing refers to the promotion of any brand through social media
platforms like Facebook, Instagram, Twitter and Pinterest (Tuten & Solomon, 2017). Search
engine optimization and marketing strategies can be adopted by Accor group of hotels to ensure
a wide customer reach across the globe.
Competition
The increasing competition in any industry often directly hurts the players of that industry. The
Australian hotel industry is booming and is expected to maintain the growth in the coming years.
Therefore there is an increasing competition. Every other day the country is witnessing the
opening of one or the other hotel. Moreover chains like AirBnB and Zostels have provided
travelers with an option for accommodation at a much cheaper price (Guttentag, 2015). These
businesses are badly affecting the hotel industry and Accor group of hotels.

Marketing 3
Brand name of the hotels carried a lot of weight as people preferred staying in hostels that they
are aware about. But the presence of various online hotel booking websites has provided the
customer with a lot of option to select from. Websites like lookingforbooking.com and
choicehotels.com have created a platform for even a brand new hotels to reach out to the same
customers as a brand that exists from a long time. This competition is sure to impact the business
of Accor group of hotels as well.
Social factors
There are various factors that exist in an economy that impact the business of Accor group of
hotels. For Example, Sydney 2000 Olympics marked the boom of the hotel industry in Australia.
The research shows a positive 10 year forecast. Similarly such international events make
Australia a destination for various tourists and this in turn leads to improved hotel business.
Changing lifestyles of people have also impacted Accor group of hotels. Increased disposable
income of people has made it easier for them to afford hotels like those of the Accor group.
Improved tourism in the country has enhanced the number of tourists every year and made
Australia an attractive destination for the same. Such efforts also indirectly impact the business
of Accor group of hotels (Westphal, 2016).
Importance of buyer behavior
Understanding buying behavior is extremely crucial to any marketer. Firstly it helps them to
understand consumer needs. Therefore makes it easier for them to cater to those needs through
introduction of products. Secondly, it helps marketers in gaining a feedback about their product
and this enables them to improvise their product or service as per the feedback (Aday & Yener,
2014). Lastly, buying behavior of customers also helps marketers in understanding competition
and hence gaining an edge over these competitors.
Restaurant selection
I visit restaurants very often and there are various factors that I consider while selecting the right
restaurant. These factors include taste of the food, hygiene level of the restaurant, customer
service, ambience, price and distance from my place.

Marketing 4
On most days, price takes precedence over other factors. However, while selecting the restaurant
for a special occasion, price takes a back seat but the ambience and the quality of food become a
preference. The taste of the food plays a very important role as it serves the primary purpose of
visiting a restaurant. Therefore I would always read reviews about the food before visiting the
place.
Secondly, for a special occasion, the ambience of the place also plays a vital role. It feels good to
be around a place that looks beautiful. People have a habit of clicking many pictures and capture
the memories of the special day. Hence, I check out the photos of the restaurant before booking
it. I would also confirm if the music is soothing.
Thirdly, customer service at the restaurant is very important to me. Assuming I would share the
special occasion with my loved ones, I would like the waiting staff and the manager to
communicate politely with my people.
Fourthly, for a special occasion, I should be able to book the table in advance and would not
appreciate waiting outside a hotel to get a table. Therefore, I would ensure I visit a restaurant that
allows advance booking (online or on the phone).
Fifthly, I would analyze my budget and select a restaurant that suits my budget. Usually my
budget for a special occasion would be relatively high and hence I would have a wide variety of
options to select from.
Lastly, I would try to find a restaurant that is not very far away from my place.
Conclusion
Marketers study buyer behavior in order to understand their needs better. The process of
understanding consumer behavior is often aimed at bettering their product or service to suit the
consumer needs in a better manner (Solomon, Dahl & White, 2014). This behavior also helps
them understand various attributes that impact buyers while making a purchase. In selecting a
restaurant for a special occasion, I would consider factors like price, ambience, food quality &
taste and distance from my place etc. Such a knowledge helps marketers to gain a deeper insight
about consumer preferences.

Marketing 5
References
Aday, M.S. and Yener, U., 2014. Understanding the buying behaviour of young consumers
regarding packaging attributes and labels. International journal of consumer studies, 38(4),
pp.385-393.
Guttentag, D., 2015. Airbnb: disruptive innovation and the rise of an informal tourism
accommodation sector. Current issues in Tourism, 18(12), pp.1192-1217.
Solomon, M.R., Dahl, D.W., White, 2014. Consumer behavior: Buying, having, and being (Vol.
10). Pearson.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Wang, Y.S., Li, H.T., Li, C.R. and Zhang, D.Z., 2016. Factors affecting hotels' adoption of
mobile reservation systems: A technology-organization-environment framework. Tourism
Management, 53, pp.163-172.
Westphal, N., 2016. Analysis of the UK Package Holiday Industry and its Environment.