Consumer Behavior and Insights for GLH Hotel: A Report

This report provides a comprehensive analysis of consumer behavior and decision-making processes within the hospitality industry, using GLH Hotel as a case study. It examines the factors influencing customer behavior, including trends and various perspectives that shape purchasing decisions. The report outlines the stages of the customer decision-making process, from need recognition to post-purchase evaluation, and explores the different levels of consumer involvement. It also differentiates between B2B and B2C business styles, highlighting the distinct market research methods employed for each. The report discusses various research techniques, including primary and secondary sources for B2B, and surveys, interviews, and observational studies for B2C, to gather customer insights. Finally, it examines how marketers can influence the decision-making process at each stage, aiming to attract and retain customers in the competitive hospitality market.

Hospitality Consumer
Behavior and Insights

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Factors which has affect the behavior of customers in industry of hospitality.......................3
P2 Trends that influence the behavior of customers....................................................................3
TASK 2............................................................................................................................................3
P3 Process and Levels which help the user in decision making process during availing the
goods or services..........................................................................................................................3
P4 The opinions of customers of hospitality and the mapping the path for the values for
purchase by keeping the decision making process in mind.........................................................4
TASK 3............................................................................................................................................5
P5 Various levels for decision making process...........................................................................5
P6 Different ways for performing the market research for B2B and B2C business styles..........7
TASK 4............................................................................................................................................8
P7 Marketers influence on different stages of decision-making process in hospitality field......8
CONCLUSION................................................................................................................................8

INTRODUCTION
Industry of Hospitality is an expansive Sector, primary spotlight is on giving recreation
benefits as opposed to essential needs. Convenience industry works in various parts like food and
beverages, lodgings and resorts, travel and the travel industry, event masterminding and various
other. Sincerity can in like manner be described as gigantic class in organization field giving
excess organizations to extent of customers. For this report, GLH Hotels id picked, it is a British
based motel association. GLH Hotel was set up in 2013 and it is a helper of Malaysian Hong
Leong Group. This motel is gotten comfortable London and serves just in UK as it is an
assistant. For relationship to get by in neighborliness world its required for them to serve best
quality product or organizations to guests, to be best among others. Quality is must and a huge
perspective in administration industry. Along these lines, this report inlets scope of levels, cycles
and models to find out about customers and their dynamic thoughts. Various components impact
the buying choice of individual an expansive conversation is done to pick up information about
purchaser conduct. Additionally, barely any methodologies of business are thought of and
perceived how individuals carry on in various conditions.
TASK 1
P1 Factors which has affect the behavior of customers in industry of hospitality
Covered in PPT
P2 Trends that influence the behavior of customers
Covered in PPT
TASK 2
P3 Cycle and stages which help the user in decision making process during availing the goods or
services
Process for customer decision making
It is a Process by which guests of GLH Hotel perceive their needs and make most appropriate
choice about the things or organizations available before them which will give them most
prominent satisfaction. It incorporates five stages which are according to the accompanying:
Need acknowledgment: This is fundamental advance in any buy choice shopper initially
distinguish their requirements, what precisely they need and how that item or administration will
be acceptable to them.
Data research: After recognizing what is required by client, presently they will begin their
exploration in connection with their need (Amatulli, De Angelis and Stoppani, 2019). Here,
individual will begin searching for a few choice accessible in market as per their wants. They

will utilize some close to home and business sources to accumulate more important information
which can fulfill their needs.
Assessment of options: The 3rd level is about evaluation and assessment of various alternatives
present, they will think about every ideal condition and shortcomings add with different things or
advantages and develop musings with respect to the brand.
Buy choice: Most significant stage is this one where purchaser settles on their buying choice in
the wake of examining, assessing a few administrations and brand. They at long last make buy
by trading for administration or great.
Post-buy choice: Most association skirt this stage however it has enormous effect on their
future. As by this progression they become acquainted with about future choice of visitors
comparable to administrations or items they purchased and on the off chance that they are
fulfilled or not (Aydin, 2020).
Levels of purchaser dynamic
There are only three levels which are clarified beneath:
Broad critical thinking: This level purchaser is exceptionally associated with items or
administrations they require and lead basic assessment of it.
Restricted critical thinking: On this level, purchaser is just worried about fulfilling their need
so they simply perform essential examination from chose brands or organization
Routine reaction conduct: At this level clients are less associated with items or benefits and
picked any products that will satisfy their necessities.
Subsequent to examining purchaser dynamic cycle and their levels it will be simple for
GLH Hotel to comprehend various rules of different people about how they purchase
merchandise or benefits and what variables impact their conduct. Through this they can pull in
an ever increasing number of visitor’s consideration towards them by giving what they really
anticipate.
P4 The opinions of customers of hospitality and the mapping the path for the values for purchase
by keeping the decision making process in mind
Buyers holds various perspectives while buying any item or administrations which will
affect their buy and these perspectives are expounded in next segment quickly.
Financial view- This model has taken suspicion that purchasers has a discerning conduct and
don't take any choices in rush or rashly (Guzzo, Abbott and Madera, 2020). Shopper analyzes,
assesses and afterward settle on any choices, it can either to purchase a decent or administration
or to scan more for better fulfilling merchandise.

Latent view- In this model supposition that will be that the individual who needs to purchase
any great or administration isn't reasonable. This is accurate inverse of the above monetary view,
individual won't put forth any attempts in investigating rather at that point take a gander at
special and deals notice methodology utilized by organization. They make buy as per engaging
quality of the limited time occasions substances takes.
Intellectual view- Best view among the four model as it alludes to those circumstance where
client settles on their choice as indicated by their advantage and comprehension of item or
administration. They don't accepting things as per their sane conduct or limited time exercises
utilized by organization, they judgment based on their insight.
Passionate view- It expresses that the purchasers settle on buying choice genuinely and rashly
purchase administrations when they gets associated with it. They judge as indicated by their
feelings rather than some other measures.
After, powerful investigation of cycles, levels and perspectives which are impacting dynamic and
conduct of customers now its significant for advertisers of GLH Hotel to plan a way. Agreeing,
to these three instruments it will turn out to be simple for advertisers to make investigation of
purchaser conduct and guide a way of towards GLH Hotel so as to satisfy needs or wants or
visitors and to be gainful in addition to productive. In the present states of market it is turning out
to be extremely evident that rising rivalry will prompt impact conduct of people and manners by
which they settle on purchasing choice (Hu and Yang, 2020). In this way, it is imperative for
publicists of GLH Hotel to be amazingly evaluative while investigating about direct of buyers
and make courses of action tantamount to that. This way GLH Hotel will have the choice to get
thought of more people, satisfying necessities of more number of guests. The more number of
satisfied guests, the better customer base getting customer dedication association and it exercises.
TASK 3
P5 Various levels for decision making process
There are two ways to deal with business one is Business to Business (B2B) and another is
Business to Consumer (B2C).
Business to Business (B2B) is style of business or business trades happening between two
associations. It suggests that one component is buying any items which are required by them to
complete their exercises and business targets or serve further to end customers of that product or
organization. GLH Hotel is using this style of business to buy unrefined material and changing
over them into finished product to serve its guests. For example unrefined material of kitchen for
arranging sustenance for their customers.
Business to Customer (B2C) is that business that approach of working together wherein
substance legitimately offers items or administrations to the end client or to extreme buyer.
These kinds of organizations connect with purchasers giving them their necessary degree of

fulfillment. GLH Hotel is offering a few administrations to its visitors so as to fulfill them and to
remain past or possibly on their desires (Ivanov and Webster, 2019). They are in direct contact
with their visitors giving all that they can to augment their involvement in remaining in GLH
Hotel. Staff of lodging is only one summon from clients giving them all that they need.
Difference between B2B and B2C
Basis B2B B2C
Decision-making In B2B style choices are made
for organizations, associations
or endeavours which serve
further to different clients.
In B2C approach purchasing
choice is settled on by people
themselves and their choice are
not impacted by others.
Size Buy size is immense as
organizations purchase in
mass.
Size of procurement id little in
contrast with B2B as purchaser
is a person.
Decision period A large portion of the
occasions associations take
part of time in settling on buy
choice.
Buying choice period is
frequently little and taken
expeditiously by purchaser.
Users intent Here purchasers are keen on
business element who has
great brand esteem, as to
expand their profitability and
income (Iyer and Jarvis, 2019).
Buyer are searching for
individual fulfilment of their
needs without making any
trade offs in nature of
administrations profited.
Prices Valuing techniques for this
sort of business if profoundly
factor. Value structure is made
by purchasing organization.
Costs are fixed in this kind of
exchange. As deal is being
made to end clients costs are
made fixed comprehensive of
the apparent multitude of
related expenses and duties.

P6 Different ways for performing the market research for B2B and B2C business styles
Investigation methods are different for each style of business and in next section those systems
are included in setting of GLH Hotel. Promoters can assemble data from extent of sources about
the market in which GLH Hotel is running its errands.
Assessment approaches in B2B
These sources are broadly delegated Primary and Secondary sources and for B2B style helper
sources are used. A segment of these strategies for B2B are referred to:
•Search for association: The buyer can search for component, its working models and how it
chips away at the official site of that relationship with the help of cutting edge advancement.
Publicists can in like manner examine corporate blog and experience electronic media records of
that association.
•3rd party review: Companies can similarly encounter the studies posted by pariah about the
other substance. Like any private association offering comments on the association on radios or
on any online entryway (Leong, and et al., 2019).
•Financial accounts- Marketers or researcher of GLH Hotels can insight and do some
examination of association's monetary reports available in market. This way can be useful to
understand position of component and to check whether they are encountering any weakness or
adversity.
Examination approaches for B2C
Essential factors are utilized through advertiser to exploring & assembling data consisting of
clients & their contemplating GLH Hotel. These techniques are as per the following:
•Through inputs: GLH Hotel can demand analysis from its present guests or from their ordinary
customer through messages. In that email they can make an unassuming sales to fill the attached
information outline and send it back to association's genuine mail.
•Through talking: Through interview with Marketers can make little groups of experts and send
them to various areas for meeting overall population by posing inquiry identified with GLH
Hotel and their experience on the off chance that they have visited to inn for any reason.
•Research: Specialists can coordinate examinations from secretive people about the motel,
organizations they give and about how satisfied and energetic they are with the association. Such
a data will be more solid and dependable as no factor of inclination direct is related with it.
From utilizing the above methods advertisers can gather enough information for settling on any
buy choice if managing in B2B style. Likewise, can pick up thought regarding the visitors, their
considering GLH Hotel and how people act while purchasing any Goods or administrations.

TASK 4
P7 Marketers influence on different stages of decision-making process in hospitality field
Marketer is a specialist who is equipped for lead assessment of market for affiliation they
are working for. Their investigation relies upon some crucial essentials of association which is
required for making practical plans for smooth running of business exercises. Obligations of
specialist includes different undertakings, preeminent in them is to distinguish needs, wants and
needs of public and to set up viable promoting plans for organizations benefit.
There are numerous exercises performed by advertiser which can affect on customers conduct:
• Economic Conditions: Spending intensity of purchasers are generally impacted by
financial states of the market. It has two viewpoint positive monetary conditions in which clients
are certain and ready to spend on administrations gave by organizations. Then again, contrary
monetary conditions likewise exist in which economy is in ruin, individuals purchase just those
merchandise which are needed to satisfy their fundamental needs, they do not consider profiting
any extravagance items or administrations until its actually quite basic (Murillo and King, 2019).
• Personal inclinations: Choices of people are likewise influenced by their own
inclinations. Buyers conduct is generally reliant on factors like the most and what is favored by
them like their qualities, ethics, different preferences and so forth subsequently, to impact clients
organizations needs to give items or administrations which coordinate inclinations of individuals.
Advertisers of GLH Hotel should keep these little focuses in their psyches while investigating
business sector and offering recommendation to organization for improvement of
administrations. GLH Hotel must be cautious and mindful towards research results obtained by
their advertisers for accomplishing desires for visitors and to offer best quality types of
assistance so as to fulfill their client’s wants.
CONCLUSION
Report above is summing up, that customers conduct assumes a crucial function in
settling on buy choice. Purchaser conduct is the manner in which purchasers settle on their
decisions and select administrations as per their requirements. Conduct of clients can be
concentrated by utilizing different cycle, model and perspectives which can assist advertiser with
making their exploration viable and give great outcomes to association. Organizations at that
point utilize results of examination to create administrations as this report is about
accommodation industry. Advertisers can impact choices of public utilizing various strategies for
advancements and notice. Their are many style of business through which substances can work
together, featured above are B2B and B2C styles. Statistical surveying approaches are
additionally used to investigation market before settling on any choice of procurement.

REFERENCES
Books and Journals
Amatulli, C., De Angelis, M. and Stoppani, A., 2019. Analyzing online reviews in hospitality:
Data-driven opportunities for predicting the sharing of negative emotional
content. Current Issues in Tourism. 22(15). pp.1904-1917.
Aydin, G., 2020. Social media engagement and organic post effectiveness: A roadmap for
increasing the effectiveness of social media use in hospitality industry. Journal of
Hospitality Marketing & Management. 29(1). pp.1-21.\
Guzzo, R. F., Abbott, J. and Madera, J. M., 2020. A micro-level view of CSR: a hospitality
management systematic literature review. Cornell Hospitality Quarterly. 61(3). pp.332-
352.
Hu, X. and Yang, Y., 2020. What makes online reviews helpful in tourism and hospitality? a
bare-bones meta-analysis.Journal of Hospitality Marketing & Management, pp.1-20.
Ivanov, S. and Webster, C. eds., 2019. Robots, artificial intelligence and service automation in
travel, tourism and hospitality. Emerald Publishing Limited.
Iyer, G. R. and Jarvis, L., 2019. CSR adoption in the multinational hospitality
context. International Journal of Contemporary Hospitality Management.
Leong, M. K., and et al., 2019. Enhancing consumer online engagement through consumer
involvement: A case of airline and hospitality services in Malaysia. Management
Science Letters. 9. pp.795-808.
Murillo, E. and King, C., 2019. Why do employees respond to hospitality talent
management. International Journal of Contemporary Hospitality Management.