Analyzing Consumer Behavior and Trends in the Hospitality Sector

This report provides an insightful analysis of consumer behavior within the hospitality industry, focusing on key factors that influence consumer decisions and attitudes. It examines the impact of cultural, social, personal, and psychological factors on consumer choices, using the Four Seasons Hotel and Resorts as a case study. The report also explores the changing consumer trends driven by digital technology, including the use of mobile applications, mobile-based payment options, social media, and voice recognition. The conclusion emphasizes the importance of understanding consumer behavior to make informed decisions in the dynamic hospitality sector, ensuring businesses can adapt to evolving trends and meet customer expectations effectively. The report is supported by various academic sources that provide a comprehensive understanding of the topic.

Hospitality Consumer Behaviour
Insight

TABLE OF CONTENT
 Introduction
 Factors which influences consumer behavior and attitudes within a
hospitality
 Consumers trend changing with the impact of digital technology
 Conclusion

INTRODUCTION
The hospitality sector has been changing with rapid scale & is evolving
with time period. It has become essential to focus on this market situations
so that decisions making is carried out in proper manner. This sector
mainly focuses on providing of services such as lodging, events, weddings
etc. Main aim of this report is to understand the consumer behavior in
hospitality sector. Four Season Hotel and Resorts, headquartered in
Canada. This hotel provide ample number of services such as Wi-Fi,
online room booking & cancellation etc. It has many competitors such as
The Ritz Carlton, Mandarian Oriental, etc. This report comprises of
factors affecting consumer behavior, change of consumer trends, stages
of consumer decision making journey.

Factors which influences consumer behavior and attitudes
within a hospitality
Business environment refers to the sun of collection of all external and
internal factors like customers need and expectations, management, client,
owners, innovation in technology, social trends, economic change, supply
and demand, employees, suppliers etc. Such these factors affects the
company business directly or indirectly. It is essential to analyze and learn
the customer behavior and their attitude (Aras, 2017)

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Cultural factors- It gives the view towards the life. It comprises of the
understandings, assumptions, goals and shared values from the earlier
generations and which are passes into upcoming generations. This factor
also depends upon the climate, religion, legal system and languages.
Which is helpful in learning the attitude of the customer towards the
related hospitality. For example Four Season Hotel and resort is in the hill
station places where there is low temperature then this types of hotels are
heavy customer in the hot season when everyone go for vacation to hill
station to enjoy the cold in summer (Batum, 2016).

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Social factor- This factor involves the perception of people and society
communities etc. This type of factor effects directly the attitude of the
customer for the purchsing decision towards the hospitality product and
services (Block, 2016). In this hotel need to target the small group or
families and th e business people who came these places to enjoy their
vacations either alone or with their love once and many business meeting
held there which called work with enjoyment which generally attracts the
customer.

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Personal factor- It is one of the important factor which effect the
customer decision for avail the services and product of the brand. Every
customer having the different traits, personal reason, and behaviours basis
for making the decision. It includes generally the income, life cycle and
status of the customer. The personal factor is important to analyse the
customer behaviour which directly affect the decision of the customer.

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Psychological factor- It is also crucial factor which directly affects the
decision by mind set of individual like attitude and thinking etc. In context
to this factor customer first analyse the people who are availing the
product or services which they want to enjoy so they can make decision
accordingly. Such type of factor should be known and examined for
understating the customers mind and their decision for availing the
services (Dudin, 2018).

Consumers trend changing with the impact of digital
technology
Digital technology is having a big impact on the consumer trend which can
easily seen by you and your surrounding. Where everything is going to be
advanced with the help of the technology (Javornik, 2016). Consumers
love to get upgrade with the technology which give the excitement and
many goose bumps when they get in touch with the latest technology
where they learn new thing about the latest tech. Four season Hotel and
restaurant need to get updated with the new technology where they can
able to satisfy their customer and which also helps in attracting their target
customer.

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Using Mobile Application – This is one and first important way through
which customer are getting in touch with the technology which can affect
your business directly in just few times. Through the mobile application
your customer are able to access about your hotel easily which gives them
the whole information which is related with your hotel and resorts. This
also give them the advancement to find out other options which gives you
the threat of competitor which can attracts your customer by showing up
better about their hospitality and the customer satisfaction.

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Mobile based payment option – In this technical world, every one is
using this payment method which makes the payment option very easy
within very less time with having far distance. This gives the seamless
experience to the customer which the hotel need to follow. Hotel is also
able to get this payment method to attach with the online portal to book in
advance and which gives the confirmation of booking of their hotels (Kim,
2020).
Social Media- Social media has covered the whole customer community
within few months or say year which gives makes the advertisement very
fast and is able to take the business and related information to whole new
level. Facebook, YouTube, Instagram and twitter are the most famous
media which are having the large number of customer. By using this
platform Four season hotel and restaurant can increase their business as
well as customer.

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Voice recognition- This is the feature of the technology where Amazon's
Alexa, Google Assist and Apple's Siri has changes the whole world tech
experience where people are able to look for different hospitality services
ans hotel which the Four Season Hotel and Restaurant should use this in
their hotel premises which gives the customer attention and through this
employees and also customer can enjoy their tech which is able to make
the business and may increase the hotel business.