Hospitality Consumer Behaviour & Trends: A Hilton Case Study

This report examines consumer behaviour within the hospitality sector, focusing on Hilton as a case study. It explores various factors influencing consumer decisions, including cultural, social, and personal elements, and addresses challenges in providing quality services, such as understanding customer expectations and ensuring service standards. The impact of digital technology on consumer trends is also analyzed, highlighting the importance of social media, voice assistants, and digital marketing. Emerging trends, such as catering to millennials and increased health consciousness, are discussed, along with the need for staff training to provide personalized services. The report concludes that assessing consumer behaviour is crucial for hospitality industries to maintain competitiveness. Desklib offers this and many other solved assignments for students.

Hospitality
Consumer
Behaviour Insight

Table of Content
 Introduction
 Several factors that influence consumer behaviour and attitude
 Challenges while providing quality services
 Changes in consumer trends due to digital technology
 Emerging customers trends
 Conclusion
 References

INTRODUCTION
Consumer behaviour refers to the study of behaviour of individuals and a group of
people related to select, purchase, use and dispose of several product, services and
ideas in order to satisfy needs and desire of customers. It define all the actions of
customers in the marketplace and motive behind those actions. This following
assignment is based on Hilton which is an American multinational hospitality company
that manages and franchises a range of hotels and resorts. This report will cover
various aspects like several factors of consumers behaviour and the importance of
mapping a path to purchase.

Several factors that affect consumer
behaviour and attitudes
Consumer behaviour reflects the a customers perception and attitude at the time of
purchasing products and services from the market. There are various factors are
available which have huge impact on consumers behaviour like culture, sub-
culture, personality, class, background etc. By evaluating all these factors Hilton
can formulate appropriate strategy, enhance brand image and make effective
advertising campaign. Here are defining some of these factors:

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Cultural factors: These are those factors
which are related to the customers culture,
belief, class and values. Availability of
these factors divided customers in several
categories like lower, middle and upper.
The direct influence of these factor on
choosing hotel like a higher or upper class
always select seven or five star whereas a
lower class persons always prefer to stay
at three star hotel.

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 Social factors: Herein, factors which are included are family, reference group, role
and status which have huge impact on behaviour of customers. Like if a person get
positive feedbacks from their reference group then they will definitely seeks to take
advantage of that hotel services.
 Personal factors : These factors are linked with the personality of a customers which
can be seen by its age, lifestyle, income, occupation and many more. The impact of
these factors can be understood by following example like if a person is belongs from
a higher class family then he always wants to take benefit of all service under one
roof due to satisfy this need or demand he give their priority to seven star hotel.

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At the time of providing quality services to their customers a hospitality organisation have to face
several challenges which hindrance their performance level. Here are defining challenges of
quality services below:
Understanding customer expectations: As due to the wide portfolio of services and diverse
needs and demand of customers it is very difficult for organisation like Hilton to operate all
their activities as per the customers perception, needs and demand in terms to provide higher
quality services.
Assurance: It represents that it is essential for an organisation to make efforts towards employing
best skilled workforce so that they will be able to deliver quality services to their consumers.

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While providing the quality services within the hospitality industry an organisation have to face
various challenges to meet their customers expectations and requirements which are as
follow:
 Understanding customer expectations: this is related to understand the needs of diverse
and continuously changing customers expectations. It is difficult for a hotel to understand
the needs, preferences, opinions of different customers in order to provide them higher
quality services.
 Assurance: It depicts attention of an organisation towards employing and sustaining
skilled workforce which will help them to deliver higher quality service to the customers.

Changes in consumer trends due to
digital technology
In the modern era, digital technology has covered a huge place which allows customers
in selecting most appropriate hotel for themselves by ascertaining all the facilities
or services of a range of hotels. In order to attain higher customers attention
management of Hilton must consider various technologies like social media, voice
assistant and digital marketing as all these will help them in attaining higher
profitability and brand value as well.

Emerging consumer trends
Catering to millennials: As Hilton is categorise in well-known hotels because they are
targeting only higher class people. Due to this, it is essential for them to utilising
update techniques or technologies within their business so that enhance the
satisfaction level of the customers.
Increases focus on health: At the present time, people are more concerning for their
health which make it necessary for Hilton hotel to render quality services to their
customers like soothing ambience, healthy food, exercise equipments etc.

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New roles for staff: In the present world scenario, each people wants to take
advantage of digitalisation services as it enables them to book their hotel online and
check-in digitally. Due to this, it is required to Hilton build effective training
programs for their employees so that they will be able to provide personalisation
services to their guests by effectively using their enhances skills and talent.

CONCLUSION.
From the above PPT, it can be understood that assessment of consumer behaviour is
required for a hospitality industry in this cut-throat competitive market. Consumer
decision-making is affected by various factors like personal, social, technological and
others due to which it is necessary for a firm to perform their job after seeing all
these factors.