Hospitality Customer Behaviour and Insights: A Detailed Analysis

This report provides an analysis of customer behavior and insights within the hospitality industry, focusing on the Dorchester Group Limited. It explores the various factors influencing customer behavior, including cultural, social, personal, and psychological aspects, and how these factors drive changes and trends. The report examines the impact of digital technology on consumer behavior, highlighting both positive and negative effects. Furthermore, it discusses emerging consumer trends such as the adoption of AI technology and the growing emphasis on health and well-being. The conclusion emphasizes the importance of thoroughly analyzing customer behavior to develop effective strategies for maximizing customer satisfaction in the hospitality sector. The report includes references to support its findings.

Hospitality Customer Behaviour and
Insights
TASK 1

Table Of Content
 INTRODUCTION
 Factors That Influence Customer Behaviour
 Analysis Of Factors In Changing And Driving
Trends
 Impact Of Digital Technology On Customer
Behaviour
 Emerging Customer Trends
 Conclusion
 References

INTRODUCTION
In order to understand potential customers'
preferences, requirements and buying patterns, it is
essential to understand customer behavior and
insights. Customer behavior is study of emotional,
mental and behavioral responses of individuals,
groups or organizational activities which are related
to the purchase and disposal of goods and services.
Dorchester Group Limited is a group of hotels in
hospitality sector operated its business in UK, is
presenting an analysis of customer behavior and
insights in hospitality industry.

Factors That Influence Customer
Behaviour
Cultural: Culture is very complex belief of human
behaviour which includes the roles of society in
building the values and traditions in human life.
Geographic location, religion, racial group, social
class, etc. are the cultural factors that affect the
purchasing pattern and behaviour of the customers.
Social: Social factors are those factors which are
related to the reference groups, family, roles and
responsibilities, economic status, etc. of the
customers. Customers follows the purchasing trends
according to their status in the society.

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Personal: This is major factor that influence the
customer behaviour since it is related to the
age, gender, occupation, financial and
economic situations, life styles, personality and
self-concept of the customers (Maggon and
Chaudhry, 2018).
Psychological: Psychological factors such as
motivation, perception, learning and experience,
attitude, beliefs of the customers are also liable to
influence the customer behaviour and decision-
making.

Analysis Of Factors In Changing
And Driving Trends
The various factors that influence the behaviour and
decision making of the consumers are liable to bring
changes and drive trends in hospitality industry and
Dorchester Group Limited. An analysis of the
changes that are driven by these factors are given
below:
Personalization: Due to the psychological and
personal factors, consumers want special treatment
for them and it has become a trend in hospitality
industry. They wants to be treated as personal client
according to their financial status.

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Technological development: Technology has been
evolved and take place almost into every culture
and community. Customers wanted high-tech
services and facilities according to their
specifications.
Environment friendly services: Due to the
psychological factors, customers are more aware
about the safety of nature and therefore they need
such services that are nature friendly and do not
harm the natural resource such as green areas, solar
panel energy system within the hotel premises.

Impact Of Digital Technology On
Consumer Behaviour
 Positive Impacts: Digital technology have
increased the expectations of the customers from
hospitality industry. They expect for good
customer experience and satisfaction that is
providing by the use of latest technologies.
Customers are also able to identify and opt out the
best brands and optimum services that increases
the brand trust and likeability of the selected
company.

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 Negative Impacts: Digital technology have
provided too much content for the customers
that they can not focus on one thing and it
decreases their attention. The human being also
looks for interaction with other human-being but
digital technology have also reduce this
interaction which make customers frustrated and
decrease sales (Bowen and Chen McCain, 2015).

Emerging Consumer Trends
AI Technology: Artificial intelligence is increasing and
becoming famous in hospitality industry dramatically
because of its excellent performance and work
efficiency.
Advantages: AI provide best guest experience and
customer services to the customers. It helps in
automation of the process and reduce manual work and
errors within it.
Disadvantage: Enhanced use of AI technology makes
the staff dependent on the technology very much and
some times AI fails to understand the emotional needs
and provide a poor impression on customers.

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Health and well-being: In the present time, customers
are getting more aware about their health and well-
beingness. They are supporting and encouraging health
friendly and nature friendly products and services.
Advantages: Organization is getting aware about the
nutritional facts of the food, and organic food is being
served that not only helps in maintaining customer
satisfaction but also creating brand image of the hotel.
Disadvantages: Organic food and environment friendly
process and business operations are expensive and
increase the cost that ultimately have to bear by the
customers (Ahmad, Bakar and Ahmad, 2018).

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
analyzed thoroughly so that optimum strategies can
be planned for maximum customer satisfaction.
Hospitality industry is not different from others and
also needs to focus on its external elements that
have impact over the consumer experience and
behaviours to provide best services to its customers.