Report on Consumer Behavior and Insight: IHG PLC Hospitality Analysis

This report provides an analysis of consumer behavior and insights within the hospitality industry, specifically focusing on IHG PLC. It explores various factors influencing consumer behavior, including social, cultural, psychological, and personal aspects, and examines how these factors affect customer choices in hotels and restaurants. The report also highlights the impact of digital technology on consumer behavior, emphasizing the importance of E-CRM and brand trust. Challenges in delivering quality service, such as understanding market trends and hiring skilled workforce, are discussed. Emerging consumer trends like healthy eating habits and personalization are also addressed, noting IHG PLC's adaptation to these trends. The report concludes that understanding consumer behavior is crucial for IHG PLC to develop strategies for maximizing customer satisfaction and providing the best possible services.

Hospitality Consumer
Behavior and Insight
Task 1

Table Of Content
 Introduction
 Influence the customer behaviour
 Factors that influence customer behaviour
 Impact of digital technology on customer behaviour
 The Challenges of quality service delivery
 Emerging Customer trends
 Conclusion
 References

Introduction
 The behavior and insights of the customers provide help to the organization to collect and
evaluate all the information about the preferences, buying patterns and requirements of
the potential customers.
 Analysis of consumer behavior and insights is must as the customers are the end users of
business offerings and can affect the profitability of organization.
 In this approach, an enhanced communication with potential as well as current customers
is the top most requirement for IHG PLC which is a global hotel chain of UK.

Influence The Customer Behaviour
 Customer is considered as the king of the
market because it has influence over the
demand and supply factor.
 A better study of consumers' insights helps
the IHG PLC in improving the
effectiveness of the organization which
increase the sales and profitability.

Factors that influences consumer behavior
 Social: Factors which are closely related to the consumer such as family, friends,
colleagues, etc. are social factors. These factors influence the final customers choice.
Customers of IHG PLC have to choose the hotel or restaurants according to their
companions.
 Cultural: Culture has a significant impact over the consumer behavior. Perceptions,
liking, attitude, values, etc. are the cultural factors. Multicultural marketing is
developed nowadays which depends on social stratification like lower class, upper
class, middle class, etc. These classes affect the customers' choice in selection of hotels.

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 Psychological: The needs of the consumers change with the fashion, trend and taste.
Customer satisfaction and experience regarding organization and its offerings also
affects the behavior. This factor of customer behaviour is creating a trend of customer
relationship management in IHG PLC.
 Personal: Personal factors are the age, occupation, financial condition, personality,
etc. of the consumers. These factors reflects customer insights and behavior. Personal
factors are making customers aware about their health which is developing a trend of
healthy food and personalisation in hospitality.

Impact of digital technology on consumer behaviour
 Maintain E-CRM: Implementation of digital technology in hospitality sector
has provided an opportunity to get connected with the consumers all the time
and build strong relationship with them by improving customer relationship
management.
 Brand trust and likability: Digital technology also helps in promoting the
business which build trust among the customers, enhance the brand name and
goodwill of the firm and make the products and services popular.

Impact of digital technology on consumer behaviour
 Maintain E-CRM: Implementation of digital technology in hospitality sector
has provided an opportunity to get connected with the consumers all the time
and build strong relationship with them by improving customer relationship
management.
 Brand trust and likability: Digital technology also helps in promoting the
business which build trust among the customers, enhance the brand name and
goodwill of the firm and make the products and services popular.

The challenges of quality service delivery
 The biggest challenge for the organizations nowadays to understand the market
trends, needs and expectations of the consumers because they get changes
frequently with diverse market.
 In order to create a 'customer first' environment and deliver quality customer
services , it is necessary to hire skilled and professional workforce which is
quite difficult.

Emerging consumer trends
 Healthy eating habits: Consumers in the market nowadays are concerned and
aware about their health and prefer organic and healthy food and drinks. Hence
the IHG PLC is also preferring organic and healthy food preparation techniques.
 Personalisation: Every customer wants to be treated as individual costumer
and not like an anonymous one hence they want customized services. For this
purpose, the selected organization developed customer relationship executives.

Conclusion
With the help of presentation, it has been concluded that customer behaviour and
insights are the most important part of an organization and must be analysed
thoroughly so that optimum strategies can be planned for maximum customer
satisfaction. Hospitality industry is not different from others and IHG PLC needs to
focus on its external elements that have impact over the consumer experience and
behaviours to provide best services to its customers.

References
Björk, P. and Kauppinen-Räisänen, H., 2015. Contemporary insights to the dynamic
pre-trip information sourcing behaviour. Tourism and Hospitality Research.
15(1). pp.39-53.
Gao, Y. L., Mattila, A. S. and Lee, S., 2016. A meta-analysis of behavioral intentions
for environment-friendly initiatives in hospitality research. International Journal
of Hospitality Management. 54. pp.107-115.