HNHM319: Analyzing Consumer Behaviour & Insight in Hospitality

This report provides a detailed analysis of consumer behaviour and insights within the hospitality industry, specifically focusing on Hilton Hotels. It examines various cultural, social, personal, and psychological factors influencing consumer attitudes and behaviours, including the impact of digital technology and changing consumer trends. The report also outlines the stages of the consumer decision-making journey, mapping the path to purchase and evaluating how marketers respond to this process. Furthermore, it compares and contrasts the key differences between B2B and B2C decision-making processes within Hilton Hotels and explores different approaches to market research used to understand consumer behaviour. The report concludes by critically evaluating how marketers can influence different stages of the consumer journey and the application of relevant theories impacting hospitality.

Hospitality Consumer
Behaviour and Insight

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes................................................................................................................3
Consumer trends are changing due to impact of digital technology............................................5
Analysis of how cultural, social, personal and psychological factors influencing consumer
behaviour......................................................................................................................................7
Trends in consumer behaviour and attitudes by using the examples...........................................7
CONCLUSION................................................................................................................................7
TASK 2............................................................................................................................................8
INTRODUCTION...........................................................................................................................8
MAIN BODY...................................................................................................................................8
Examining the stages of the consumer Decision-making journey and mapping a path to
purchase product or service of the organization..........................................................................8
Evaluating that how marketers are responding to the decision-making process applying
relevant examples.........................................................................................................................9
Comparing Key Differences of Decision-making Process in B2B and B2C in Hilton Hotels..10
Different approaches to market research and methods used for understanding the Decision-
making process...........................................................................................................................12
Critically evaluating that how marketer can influence different stages ....................................14
Critically evaluating the application of appropriate theories influencing and impact on
hospitality ..................................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
REFERENCES..............................................................................................................................16

Consumers are now more connected: The consumer can get the information of the cited
hospitality by searching on the websites of the hotels. The organization must take advantage
of this and should have the strong social media and digital presence. This makes the
organization to increase their revenue by making the customers attract through the social
media.

Consumers desire have changed: Due to increase in the digital technology the consumer always
compare the experiences from their competitors and used to choose the best hospitality. If
the consumer expectations is not fulfilled by searching for that hotel than it will change its
decision. The organization must have the best products and services which makes the
customers to choose their hospitality for holidays.
Increased emphasis on well-being: By using the technology the consumer can search for that
hospitality which is safe for them. This makes them to know about the changes in the hotels
which makes them to have the safety regarding their health. The cited organization must
take care of the well-being of their guests as they have chosen their organization for
holidays.
Impact of smart phones: This makes the consumer to know about the feedback of that particular
hospitality in order to select the best hotel for their holidays. By seeing the feedback of the
Hilton the consumer can decide the best and safe hospitality for themselves in order to enjoy
their holidays. They can book the hotels by using the mobile phones.

Mobile based payment applications: Mobile based payments are the quick and easy payments
which makes the consumer to pay easily and not to carry lots of cash with them. This can be
possible through using the mobile apps for payment. This is the most convenient way of
paying the bill in the hospitality. By this consumer get some rewards or discount on their
bills. The organization must use this payment mode which makes the consumer not to carry
lots of cash with them on their holidays.