Individual Business Report: Lifestyle Hotels and Customer Experience

This individual business report delves into the success of lifestyle hotels within the hospitality industry, analyzing their impact on consumer behavior and the evolving trends that have fueled their rise. The report defines lifestyle hotels, highlighting their unique characteristics and differentiating them from traditional hotels. It explores how these hotels cater to the needs of digital, social, and mobile customers, emphasizing the delivery of authentic and distinctive guest experiences. The report also discusses the influence of global consumer behavior trends, such as the emphasis on health, social media's impact, technological advancements, and the desire for self-sufficiency, on shaping the lifestyle hotel movement. The report uses examples like Airbnb and Hilton, and discusses design, services, size, and gastronomy of lifestyle hotels. The report concludes by comparing lifestyle hotels with traditional hotels across various aspects, providing a comprehensive overview of the industry's evolution and its implications for business strategies.

Individual Business
Report

Executive Summary
Every business is different from the another business in various aspects like scope, size
and purpose. The individual business form is very common as in this business form an individual
is responsible for the all the assets and liabilities. This file represent the succession of lifestyle
hotels and their impact on the consumers mind. As consumers have different perception
according to their lifestyle which have great impact on the hospitality industry. Lifestyle hotels
consist various characterises within which makes them different from the traditional hotels.
Along with this, by using the proper social and digital technology in their hotel they are trying to
provide authenticity and distinctive to accomplish the needs of its customers. All the details
about the lifestyle hotels and their impact on the customers have been summarised in this report.

Table of Contents
INTRODUCTION...........................................................................................................................1
A discussion on global consumer behavioural trends that have provoked the rise of the
lifestyle movement.................................................................................................................1
A critical appraisal of how lifestyle hotels are defined, of their various characterising elements
and of their differences from traditional hotels......................................................................3
A critical reflection on how lifestyle hotels can deliver authentic and distinctive guest
experience to meet the needs of the digital, social and mobile customer...............................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
An individual business can be understand by that business which is not incorporated. This
business is held by a single person due to which that person is responsible for all the profits and
liabilities. This report is based on the hospitality industry which will tells about the success of the
lifestyle hotels. In this report, will be understand about the lifestyle hotels that how they are
impact on the consumer behaviour at global level and how their behavioural trends change the
lifestyle movement. Also, the characteristics of lifestyle hotel and how they are different from
traditional hotel will be discussed. At last, it will be represent that how lifestyle hotel deliver
authenticity and distinctive for accomplishing the needs of the digital, social, and mobile
customer.
A discussion on global consumer behavioural trends that have provoked the rise of the lifestyle
movement
Consumer behavioural trends plays an important role in the succession of any
organisation. Every customer have different preferences, choices and needs according to the age,
income, tastes and education level. In the present global market it is easy to study about the
customers demand and behaviour which helps the organisations to provide services accordingly.
For instance there are taken two organisations in this file Airbnb and Hilton which are operating
their activities in hospitality industry (Cotter and Fritzsche, 2014). Different customer from
across the globe have different perception towards the trends which are described below:
 Living clean: In the present world everyone is more conscious about their health and
they want to live a healthy life. For this they are ready to pay higher amount in order to
take advantage of best services which provide great benefit to the lifestyle hotels as they
are providing luxury services at best prices. The lifestyle of the people is not only change
towards the getting benefit of services but also change attitude towards the life like they
are taking interest in knowing deep recession, terrorism, and troubled politics (Simmons,
Wiklund and Levie, 2014).
 Social media: It is the most important factor which plays an important role in the
changing the consumer behaviour. Social media is a great platform for any organisation
to introduce more customers from their products and services. On the other hand, it helps
big companies with their customer and also assist them to know about their customers
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preferences, choices and needs. Also, it helps the increase the standard of people,
improve their lifestyle by giving them proper knowledge about new trend and fashion.
 Technology development: Changing in the technology have great impact on the
consumers mind as now they want more attractive and effective services. Technology
helps the customers to easy reach at everywhere so they will be able to take advantage of
services and products of new technologies. Also, it helps the consumer to provoke their
lifestyle as customers can easily take necessary information by using latest technology,
they can stay connected with out world and many other benefit they can take from
technology (Block and et. al. 2013).
 Self sufficiency: It is the most important element of consumer behaviour which should
be keep in mind by an organisation in order to attract more customer. As lifestyle hotels
are included in the hospitality industry so they should more focus on the providing fast
services to their customer so will be able to booking easily. This will have positive
impact on the customers mind and also it helps consumers to save their and money
because they don't have to face much problems in booking process which results highly
satisfaction and improving lifestyle of customers.
 Age agnostics: For attaining high brand value in the market lifestyle hotels should make
their strategies by considering every age of people. It will help them to retaining its
customers belief and trust towards their services. Along with this, it has great impact on
the development of the their lifestyle as the services of their hotels can be utilize by every
age of people which provide a best experience to them and they can take experience of
every activity.
 Back to basic for status: Consumer are always searching for that products and services
which provide best satisfaction to them and which are different from other competitors
products and services (Mason and Harrison, 2015). It has provoked the life style of the
consumer as the basic needs of the consumers are satisfied in this phase so they will focus
more and more of consuming the standard product which will rise their lifestyle and
standard.
 Challenges accepted: Challenges are necessary for any kind of organisation in order to
attract more customers in the services. In case of hospitality industry customers are
always ready to accept new attractive challenges as they can easily raise their lifestyle by
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luxurious and new facilities which the hospitality industry is rendering them in order to
satisfy their expectations as per the amount they are paying.
A critical appraisal of how lifestyle hotels are defined, of their various characterising elements
and of their differences from traditional hotels
Lifestyle hotel is one of the trending in the hospitality industry as it is related to the
luxury hotel services. These kind of hotels are providing innovative services with more personal
experience which attract a range of customers in this kind of hotels. They are targeting to the
high class customers who are willing to take advantage of services of luxury hotel. They are
same as boutique hotels like they are also small in size, provide better intimacy, and stylish
décor. Other than that, lifestyle hotels are providing a luxurious experience to its guests with its
high class services and amenities(Kitching, Hart and Wilson, 2015). In this file the two lifestyle
hotels are taken which are Airbnd and Hilton, which are providing excellent services to its
guests. The description of these hotels are mentioned below:
Airbnb: It is an American online market place and hospitality service brokerage
company which headquarters are situated in San Francisco and California. In this, customers can
use various services like primarily home-stay, lodging, and tourism experience.
Hilton: This is an American Multinational hospitality company which has a broad
portfolio of resorts and hotels. It is operating their activities almost 113 countries and is
headquarters are situated in the Tyson corner, Virginia. They are providing luxury services to
their customers due to which they able to attract a large number of customers.
As the lifestyle hotels are providing luxury services to its customers which helps to attract
various customer and also helps them to increase their market value. There are various
characterises of the lifestyle hotels which are as follow:
 Design: The design of lifestyle hotel is unique which provide soothing ambience and chic
elegance to its guests. During the stay at this kind hotels customers fell like they are at a
home as they are very contemporary and sleek and the rooms of lifestyle hotels are
individually decorated and using exclusive amenities and linens (Mason, Botelho and
Harrison, 2016).
 Services: As they are included in the luxury hotel so they are providing highly
personalised services to its guests which able attract a range of customers in their hotels.
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Moreover, during the stay at lifestyle hotel an individual can take advantage of their
special services like spa service, pool services etc.
 Size: Lifestyle hotels can be consider as a boutique hotel as they have small, intimate,
and modern same as boutique hotel. Other, these hotels are driven by chains and they
provide guests a home-like experience. Although they are small is size but they are very
much attractive and creative which enhance the travel experience of its guests
(Seethamraju, 2012).
 Gastronomy: This refers to the restaurants and bars which are also luxury like their
services. They are always providing authentic cuisines, high quality food, and
comfortable cocktails in their in a dim light ambience which create a soothing
environment for the guests.
 Individuality: This kind of hotels are focussing on the individual so they will able to
provide appropriate individual facilities and proper privacy to its guests. If they are more
focussing on the serving of its guests individually then they will be able to attract more
customers in their hotel. Also, it will be easy for them to attain customers belief, loyalty
which results higher profitability, sustainability, and higher brand value.
Differences between the lifestyle hotel and traditional hotel:
Hospitality industry plays an important role in the growth of the economy as these are
related to travelling like hotels, resorts, booking, restaurants etc. In this industry various hotels
and resorts are included which are different from each other in different aspect according to the
size, design, services and many others. In the below given table, will discussed about the
difference between the hotels which are lifestyle hotel and traditional hotel (Rolenaitis and
Duckworth, 2014). These both hotels are leading in the hospitality industry but because of the
different services, size and décor they are categorised in the different categories. The difference
between the both hotels can be understand by the following table:
Basis Lifestyle hotel Traditional hotel
Definition Lifestyle hotels are same as
boutique hotel as it is also
unique in its character and
have small size, intimate and
modern. In this category both
Traditional hotel represent the
old era from their ambience
and architecture. The hotels
which are included in this
category are inspired from the
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above discussed hotels are
included.
old culture and art. For
example, Great house hotel.
Size As they are similar to the
boutique hotel, they are also
small in the size due to which
they are not able to
accommodate more people in
their hotel (Thomas and et. al.,
2014).
They are large in the size as
comparer to lifestyle hotel so
they can accommodate various
people at same time.
History This kind of hotel are
completely made by following
the modern culture.
They are representing the
history of the nation in their
hotel.
Decor The rooms of lifestyle hotel
are decorated in different
themes like aquarium, cultural,
and many other.
All the rooms of traditional
hotel are decorate with only
traditional themes which
inspire the guests in an
effective manner (Olson,
2014).
Exquisite services They are providing impeccable
services to its guests related to
the staff services, food
services, and many others.
They are focussing on the
providing best experience to
its guests.
They are also providing a
range of best services to its
guests in the traditional
manner which helps them to
get attention of those
customers who are interested
in knowing the culture of
different countries.
Critical analyse of lifestyle hotels:
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Although the lifestyle hotel are providing great contribution in today's hospitality
industry but these hotels has some positive and negative points which are described below:
Positive: The lifestyle hotels plays an important role in the development of hospitality
industry as they are covering all the modern requirements within. They are providing unique
experience to its guests along with well-defined concept and modern character. Sometimes, these
hotels become cultural attraction point for the customer as they are providing a soothing
ambience by its architecture and luxury services to its guests. Also, they are more focussing on
the customers needs and demand that will help them to attract more customers in their services
which results higher customers satisfaction and brand value (Barnes and Matthew Hinton, 2012).
Negative: Whether lifestyle hotels are very beneficial for the any of the country but it has
some negative point also. They are only targeting to the high class people so the major problem
of them that they are not focussing on the needs of middle class people which have wrong impact
on the customers mind. Also, in these hotel maintenance charges staffing costs are very high as
they are deal with high class customer so they have to concern about proper maintenance of their
hotel and also giving proper training to its staff so they will be able to deal with their high class
customer.
A critical reflection on how lifestyle hotels can deliver authentic and distinctive guest experience
to meet the needs of the digital, social and mobile customer
As lifestyle hotels plays an important role in the development of the hospitality industry
as well as economy. The main purpose of the hospitality industry is to provide the superiors
customer experience and attaining the customers belief, loyalty and gaining the competitive
advantage. Lifestyle hotels are providing luxurious services to its guests which helps them to
gaining the customers loyalty and attention. They are same as the boutique hotels like they are
also small in size, provide high class services and soothing ambience. Due to which they are able
to attract more customers in their hotels as they are providing excellent services or amenities to
its guests. If they want to attain more customers attention and brand value then they should
conduct their activities by considering all the customers (Ucbasaran and et. al., 2013).
As per my perception the lifestyle hotels should do their work according to the customers
behavioural trend, choices and needs. While adopting some strategies and taking decisions they
should consider all the customers which can impact on their overall performance. Moreover they
can succeed more in the marketplace if they are proper utilizing their digital resources and social
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media resources. If they want to introduce more customers about their services and want to
enhance their performance then they should include all the digital processes in providing their
services. For providing better services to their customers they must include some digitalization
precesses in their organisation. They should render digital services like the digital access in the
hotel, easy access to virtual concierge, develop their own app in which customers can interact
with each other etc. Also, for providing the best experience to their guests they should also
focussing on the online booking services, email service before stay, informative communication
during the stay and many more services. The data which is related the comfortable stay of their
customers, essential for the lifestyle hotels to collect this data effectively so they able to use in
their decision making process which will lead them in higher profitable condition (Brinckmann
and Kim, 2015). For collecting this data appropriately lifestyle hotels needs to maintain healthy
relationship with their customers which will help them to make luxury experience of their guests.
Moreover, for introducing more customers with their services lifestyle hotels need to
adopt various social websites which will helps them to increase their value in the market. As in
the present world scenario everyone is using social media like Facebook, twitter etc. which will
help these hotels to promote their services at huge level. They should focus on the providing best
experience to their guest so they will be able to accomplish their organisational goals and
objectives easily (Chang, Hsu and Wu, 2015). While introducing more customers through social
media they should concern about the various factors like before beginning a comprehensive
social media crusade they should aware about their limitations and their competitors so they will
be able to increase their brand value. Before adopting social media platform lifestyle hotels
needs to operate their activities and operations according to their customers expectations.
In my opinion lifestyle hotels should adopt social media platform and digitalization
process in their activities so they will be able to attract more customers in their services which
results higher profitability and brand value. As in the present world people are more aware about
that how they can use internet facilities for utilizing various hospitality and other services. But
because of increasing uses of internet lifestyle hotels have to face tough competition in the
hospitality industry (Schäfermeyer, Rosenkranz and Holten, 2012). In order to beat the
competitors in an effective manner they needs to adopt effective strategies in an appropriate
manner. They should focus on the proper marketing and pricing strategies so they will be able to
attract more customers in their services. Although, lifestyle hotels are leading in the luxurious
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hotel facilities but for sustaining in the market for a longer period of time they should adopt
effective marketing and pricing strategies.
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CONCLUSION
From the above file, it can be concluded that individual business is sometimes profitable
or sometimes not as in this business all the losses and profits are bearing by an individual. It also
will be understand that customers behavioural trends have great impact on their lifestyle.
Moreover, the lifestyle hotels are very important for the growth of the economic but it contains
both the positive and negative points within and these hotels are different from traditional hotels.
Also, lifestyle hotels are delivering authenticity and distinctive for meeting the needs of its
guests demands and needs by proper utilizing the digital and social channels.
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