Hospitality Consumer Behaviour and Digital Trends Report

This report delves into the realm of consumer behavior within the hospitality industry, with a specific focus on Holiday Inn. It begins by defining consumer behavior and highlighting the factors that influence it, including cultural, social, and psychological aspects. The report then examines the influence of these factors on customer attitudes and decision-making processes. Furthermore, it analyzes how digital technology is reshaping consumer trends in the hospitality sector, addressing topics like destination promotion, technological advancements, and catering to the needs of younger demographics. The conclusion synthesizes the key findings, emphasizing the importance of understanding consumer behavior for the success of hospitality businesses. References to academic resources are included to support the analysis.

Hospitality Consumer
Behavior and Insight
(LO1)

Content
 Introduction
 Concept of Consumer behaviour
 Influence of various factors on consumer behaviour and attitude
 Changes in consumer trends due to digital technology
 Conclusion
 References

Behaviour of consumers is associated with customer's actions in
marketplace and reason behind those behaviours. This presentation is
prepared in context with Holiday Inn, a America based hotel chain
which is owned by Britain. This presentation is going to mention about
different factors and their influence on the customer behaviour along
with their attitudes. Changes in customer trends due to digital
technology are discussed.
Introduction

Consumer behaviour
Customer behaviour is basically a field of human behaviour which
helps in analysing how a person as individual or in group responds
towards the products and services which they are already using or
planning to purchase. Identifying customer behaviour helps a firm
in offering desired services so that maximised profits can be
achieved.

Various factors that influence consumer
behaviour and attitude
There are various factors
which can influence the
behaviour and attitude of
the customers towards the
offerings of a company.
These factors are listed
below:

Cultural Factors
Cultural values are associated with the
beliefs and ideologies of the
customers which develops from their
backgrounds and status that influence
their buying behaviours. On the basis
of culture customers can be divide
into upper class, middle class and
lower class.

Social factors
This factor is concerned with
perception, opinion, attitude and
belief of people. As people in UK
are advanced, they prefer to stay
at those hotels which provide
them standardised services.

Personal factors
These are related with economic
conditions, life cycle, demographics
and other aspect which can impact
behaviour of people. For example,
young generation require high class
service along with complementary
facilities like Internet, transportation
etc.

Psychological factors
These factors are related with the mind
state of the customer. If customers
have positive opinion about the
service of a company only then
they will prefer to go there. These
factors are mainly related with
genuine price, hygiene, cleanliness
etc.

Trends of customers changing due to the
influence of digital technology
With the changing time, digital technology is becoming an essential
part of people life. Due to advancement in technology, customer
trends are changing at a fast pace.
• Destination promotion
• Technological up-gradation
• Service to the young people

Conclusion
As per this presentation, it has been concluded that different factors
like cultural, social and psychological aspect influence the mind
state of customers in high manner. Changing trends related with
hospitality industry are highly skilled staff, technological
advancement, high activeness of customers etc. impacts working of
a company considerably.

References
Ashman, R., Solomon, M.R. and Wolny, J., 2015. An old model for a new
age: Consumer decision making in participatory digital culture. Journal
of Customer Behaviour, 14(2), pp.127-146.
Bereznoy, A., 2019. Catching-up with supermajors: the technology factor
in building the competitive power of national oil companies from
developing economies. Industry and Innovation. 26(2). pp.127-157.