Analysis of Consumer Behaviour Trends in Hospitality Industry

This report provides an in-depth analysis of consumer behavior within the hospitality industry, focusing on the influence of cultural, social, personal, and psychological factors. It examines how these factors, along with the impact of digital technology, are driving changes in consumer trends. The report uses The Montcalm Hotels as a case study to illustrate these concepts, exploring the importance of understanding consumer behavior for effective business decisions. It also touches upon the stages of consumer decision-making, the differences between B2C and B2B, and various market research approaches. The study emphasizes the need for businesses to adapt to evolving consumer preferences and leverage technology to enhance their services and marketing strategies. Ultimately, the report underscores the significance of informed decision-making in achieving business goals within the dynamic hospitality sector.

Hospitality Consumer
Behaviour Insight

TABLE OF CONTENT
 Introduction
 Different cultural, social, personal and psychological factors that influence
consumer behavior and attitudes within a hospitality context
 Cultural, social, personal and psychological factors that influence consumer
behavior and attitudes are changing and driving trends in hospitality
 Consumer behavior trends is Changing due to the impact of digital technology
 Conclusion
 References

INTRODUCTION
Hospitality sector is rising at rapid scale and it has become essential for hotels
to produce service in most appropriate way. Consumer behaviour refers to
activities of customers within market & examining of purpose of those actions.
The Montcalm Hotels, a group of luxury hotels, headquartered in U.K. The
hotel group has ample number of branches worldwide and operates in at wider
scale. This report comprises of different factors that influence consumer
behaviour, change of consumer trends, stags of consumer decision making,
importance for mapping to purchase & consumer decision making, comparison
between B2C & B2B, different approaches to market research and impact of
marketers on different stages of hospitality decision making process.

Cultural, social, personal and psychological factors
that influence consumer behaviour and attitudes
In hospitality industry, consumers, guests are being considered as most
important part of firm. In market, there are various types of factors which
affects the consumer behaviour as well as attitude. It is crucial for enterprise
to focus and understand the behaviour of consumer in proper manner. This is
because services are affected by attitude of consumers. So, factors which
impact upon consumer behaviour are discussed below-
Cultural factor- It is a factor in which it comprises of values, beliefs, etc.
which are to be focused by everyone in society and community. The culture
is being considered a basic element which impact upon behaviour of
consumer because consumer comes from different form of cultures
accordingly they use products and services.

Social factor- It refers to group of people, society, community that affects the
behaviour of consumer. It is often seen that people mostly use service in
market depending on social activities. In relation with hospitality sector, the
decision of people get impacted by other social course of action (Dotzel, 2016).
Personal factor- This is another factor which affects the decisions making &
attitude of consumer. This is because it rely on perception of a person to
person. This element includes family, friends, income etc. which through
which attitude of consumer is being affected. In hospitality sector, services
are used by individual depending upon their level of income, exceptions etc.
CONTINUE

Cultural factors are changing and driven trends in hospitality industry as because
this element includes values and morals. according to which services are
provided to customers on the basis of these factors. Then social factor is also
being considered as driven trends in hospitality because these involves buying
habits, family size, structure, religion which affects the customers buying
behaviour. Further is personal factor in which it includes sense of control,
place attachment, goals etc. Every person is different from each other &
accordingly their purchases the product or service. Nowadays services in hotels
are customizable depending upon need of users. Psychological factors are
those which comprises of motivation, learning, observing others, motivation,
socialization etc. These too impacts the mind of consumer decisions while
purchasing because they are motivated by other to purchase a product.
Cultural, social, personal and psychological factors that
influence consumer behaviour and attitudes are
changing and driving trends in hospitality

Consumer behaviour trends is changing due to the
impact of digital technology
Technology has become important in business as sector and is affecting mind of
consumers and individual. With rise of competition, it use of internet &
technology has widen the scope of business activities at wider scale. Digital
technology includes resources, electric tools, systems that are used for storing
information and data. In reference with The Montcalm Hotels, they uses digital
technology at all aspects mostly for promoting their brand, services worldwide.
For example, they use social media marketing tools such as YouTube,
Facebook, Instagram etc. Comparing it with older trends of consumers, today's
consumers are dependent upon digital technology and are active on social
media (Parise, 2016).

Cont...
Use of voice search- It is the biggest trends which is opt by consumers as
by using voice search assistant & speakers they are able to search for a
specific hotel. It is time saving process as searching is done without
wasting any time while browsing. With help of voice search , consumer
behaviour towards hospitality industry is changing behaviour of
consumer at depth.
Social media tools & artificial intelligence- The use of internet has widen
the scope of social media tools. These tools are Facebook, Instagram,
You tube which are utilized by enterprise. Moreover, with use of
artificial intelligence The Montcalm Hotels are providing smart room to
their special guests and VIP'S.

CONCLUSION
After a brief analysis of above report, it is examined that ion hospitality
industry it is important to understand consumer behaviour and insight so that
decisions towards business are taken effectively. This report gives a brief
knowledge about B2C & B2B, factors affecting behaviour of customers,
consumer decision making process. Further, importance to map a path towards
consumer decisions making as well as purchase, market research approaches
are discussed briefly. So, it is stated that appropriate decisions are necessary
to be so that goals are accomplished within a period of time.

REFERENCES
 Dahiya, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian
passenger car market.Journal of Global Marketing,31(2), pp.73-95.
 Dotzel, 2016. The effects of B2B service innovations on firm value and firm
risk: how do they differ from those of B2C service innovations?.Mays
Business School Research Paper, (2840454).
 Huynh, 2020. The Role of Social Media Influencers in the Consumer
Decision-making Process.

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