This report examines consumer behavior within the hospitality industry, focusing on how digital technology influences customer decisions and preferences. The report analyzes various factors impacting consumer behavior, including social, personal, cultural, and psychological elements. It highlights the significance of reference groups, age, sub-cultures, and motivation in shaping customer choices. Furthermore, the report explores how digital technology has enhanced customer convenience and access to information, particularly in the context of hotel bookings and services, using Travelodge as an example. The conclusion emphasizes the importance of understanding customer needs for business success in the hospitality sector, stressing the role of these factors in improving profitability and market presence. References to relevant academic literature are also provided.
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