Analysis of Consumer Behavior and Digital Trends in Hospitality

This report examines consumer behavior within the hospitality sector, focusing on the influence of cultural, social, personal, and psychological factors on customer decision-making. It uses Cosmos Holidays, a UK-based travel company, as a case study to analyze how these factors impact consumer choices regarding travel packages. The report further explores the impact of digital technology on customer trends, including reduced customer interaction, the rise of online services, and the use of chatbots and social media for brand management. It analyzes how Cosmos Holidays can leverage these insights to effectively reach and engage with their customers, ultimately improving service quality and business growth. The conclusion emphasizes the importance of understanding these factors and adapting to changing trends to meet consumer preferences in the hospitality industry.

Hospitality Consumer
behaviour and Insight

Table of Content
• Introduction.
● Different culture, social, personal and psychological factors influence
customer behaviour.
● Changing of customer trends due Digital Technological.
● Analyse how culture social, personal, and psychological factors that
influence consumer behaviour.
● Conclusion.
● References.

The description of hospitality is relationship between visitor and host, where host receive,
greet to guest while receiving them along with their goodwill involving reception and
entertainment of guests. It is a broad category of field within services industry that involves
lodging, beverages and food items etc. Apart from it, Consumer behaviour is form of study
as individual, group or organisation where all the activities associated utilised for goods and
services. As in this following report the organisation selected Cosmos Holidays, its a British
Independent United kingdom based offers different range of package holidays in overall
UK market.
Introduction

Consumer behaviour is type of psychological process where it related with emotion of
customer. In hospitality sector, consumer usually depends upon on tangible services from
luxury hotels, resorts, tourism and hospitals (Aydin., 2020). In perspective of Cosmos
Holidays, they provide various packages of travelling around the globe where their product
are in form combo or packages for travel related to fulfil client's expectation. As there are
certain important factor which it create impact on consumer behaviour such as elaborated
are:
Different culture, social, personal and
psychological factors influence customer
behaviour.

Culture: It is more important cause for
identifying customer behaviour by assessing
needs and wants of their behaviour (Cheng and et.
al., 2019). This is most intense influence where
consumer get impacted through buyer, sub culture
and social culture. As in Cosmos Holidays, their
management team also refers to provide their
packages on the basis of their culture by
mentioning some of the point:
Continue….

● Social class: Through every form of society that attracted in form of social class where
marketer buys because of their buying behaviour of people which is provided through
social class as similar. By offering the product to customer Cosmos Holidays
determines the background of individual such as wealth, occupation, education and
other factor to mapped consumer behaviour.
● Roles and Status: Every person creates its roles and status on the basis of society in
which they stable such as clubs, groups, organisation etc which he belongs. As
Cosmos Holidays, they also target customer who plays two different roles by that
company offers product as per the status.
Continue….

Personal Factor: According to this factor it create impact to the consumer behaviour.
There are some factor which consider by Cosmos Holidays while approaching people to
present their product and services. They high determine people's occupation, standard of
living and personal attributes (Dann, Teubner and Weinhardt, 2019). Age has play
important aspect in consumer buying behaviour as in company usually examine about their
product on the basis of customer age pattern. Cosmos Holidays, provides their service offer
to those potential customer who are above age of 20- 25.
Psychological factor: This factor is derives on basis of four factor which affect to customer
buying behaviour in four factors that helps to Cosmos Holidays. Four elements plays a vital
role to proper describes psychological factor such as Motivation, Perception, learning and
Experience along with Attitude. Motivation helps to influence towards achieving goals and
objectives. Perception can be mapped through people's point of view to having image as
well as positive and negative thinking for product and services.
Continue….

There are some customer trends which get impact
due to digital technology that driven by
hospitality. As per this section is explained within
the situation of Cosmos Holidays as they faces
many implication while not get proper interaction.
● Customer interaction reduces: There are
many resources which optimised
through advanced technology in terms
of mobiles phones, laptops, computer
digital system has replaced offline
culture of customer interaction.
Changing of customer trends due Digital Technological.

Online services: These services are actively
provided through online application which
is setting benchmark by technology for
customer benefits, but this through
facilities hospitality company get suffers as
they fail to approach customers (Del
Chiappa, Gallarza and Dall'Aglio., 2018).
Cosmos Holidays, their hospitality team
owns services in offline and online to
retain as much as customer.
Continue….

Chatbox: The advantages of Chatbox somehow helps to company for enhancing digital
trend in hospitality industry where it makes engage to customer as they shares their
experiences, suggestion or feedbacks related to the services. This services is
implemented by Cosmos Holiday, as their motive for more improvement in quality
of services where they fulfil customer's requirements. By implies this digital
technology of online Chatbox through Cosmos Holiday's customer get more benefit
to provides their suggestion and references that helps to grow business.
Continue….

Social Media build repo management: Somehow social media helps to grow goodwill of
company towards society as well as market. It support to create awareness about company
related product and services which helps to connect more and more customer through
online marketing promotion. Another positive outcome of digital technology where Cosmos
Holidays company get benefited to attain people from social media platform by presenting
prospect to getting analyse customer reaction as well as behaviour which need require of
improvement.
Continue….

As four main element of consumer behaviour is assess through different sources such as
culture where behaviour and attitude of customer defines on the basis their background,
religion, rituals and other ethic correspondence. Social factors are buying behaviour rectify
through role and status, family other references that follows tradition for approaching
products in such a manner by consulting. Personal factor derives through age and life cycle
or occupation which understands about how individual customer can buy product through
its affordability way. Due to changing of digital technology helps to intergerate customer by
customised their way of buying product and services through online services, e-business.
Above all evaluation is designed for Cosmos Holiday company benefits to how they can
effectively reach their customer for make them experience product and services.
Analyse how culture, social, personal and
psychological factor that influence consumer
behaviour