Hospitality Consumer Behaviour: Trends, Insights & Decision Making

This report provides an in-depth analysis of consumer behavior within the hospitality industry, focusing on cultural, social, personal, and psychological factors that influence consumer decisions. It examines the impact of digital technologies on changing consumer trends, including higher customer expectations and increased connectivity. The report also explores the consumer decision-making journey, from need recognition to post-purchase evaluation, and emphasizes the importance of marketers understanding this process. Furthermore, it compares and contrasts B2B and B2C approaches in hospitality, evaluates different market research methods, and assesses how marketers can influence each stage of the decision-making process. The analysis incorporates examples from The Landmark London hotel to illustrate key concepts and strategies.

UNIT 19: HOSPITALITY
CONSUMER BEHAVIOUR
AND INSIGHT
TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
PART 1............................................................................................................................................4
Examining the different cultural, social, personal and psychological factors and their influence
over consumer behaviour.............................................................................................................4
Analysing impact of digital technologies over changing consumer trends.................................4
Inspecting impact of culture, social, psychological factor over consumer behaviour and their
attitudes with regards to changing and driving trends in hospitality...........................................5
Critically analysing the emerging trends in consumer behaviour and attitudes..........................5
PART 2............................................................................................................................................6
Analysing the stages of consumer decision making journey.......................................................6
Exploring importance for marketers to map path to purchase and acknowledging consumer
decision making process..............................................................................................................7

Evaluating the way in which marketers respond to decision making process.............................7
PART-3............................................................................................................................................7
Comparing and contrasting key differences of the hospitality in the context of B2C and B2B
using specific examples...............................................................................................................7
Evaluating different approaches to market research and methods used for understanding the
decision-making process..............................................................................................................9
Justified evaluation of different factors influences hospitality decision-making and buying
behaviour with examples...........................................................................................................10
PART-4..........................................................................................................................................10
Evaluating how marketer's influences different stages of the hospitality decision-making
process.......................................................................................................................................10
Analysing how marketer's responding to the decision-making process....................................11
Each stage of the decision-making process...............................................................................12
Application of appropriate concepts that influence and impact upon the hospitality decision-
making process..........................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour refers to study of person, groups and other activities related to
purchase, utilisation and disposal of product and services (Siebert and et.al, 2020). Behaviour of
customers have greater impact over the operability of any business, where their positive attitudes
helps in maximising the good sales while negative behaviour imposed the certain challenges for
the business. Understanding in consumer behaviour helps in predicting the sales of specific
products and to arrange the marketing campaign as well. The landmark London is five-star rating
hotel located in northern side of central London, England. Organisation offers enchanting
luxuries services and ensure better guest experience from world’s finest city. Following report
will be going to cover different cultural and social factors that have potential impact over
consumer behaviour (CB). Report will illustrate the understanding in CB in order to set out
marketing campaigns that influence consumers. It will also highlight the different market
research approaches and consumer decision making journey.
MAIN BODY
PART 1
Examining the different cultural, social, personal and psychological factors and their influence
over consumer behaviour
Consumer behaviour simply refers to individual’s attitude towards their purchasing of any
item, where they take individual decision in order to select, consume and dispose certain
products and services. There is specific factor who have potential impact over it which are
discussed as follows:
Cultural: Subculture, social class, buyer’s culture all have significant impact over CB, where
culture is identified as set of learned beliefs, values and customs that affects the buying decision
of individual (Dellaert, 2019). In context with hospitality sector where attitude of individual
comes from their family, for an instance if they belong to culture where people entertains luxury
then there are more chances that people will select luxurious room and services.
Social: It concern with aspects like reference group, families and social status, where it is
common that members of all reference groups have same buying attitude and also have potential

influence over each other. Whereas in hospitality sector, review over website matters the most
that influence buyer behaviour. Where if room and other services are better over which customer
has given the good reviews, then it will be good for refer to other consumer as well that lead
them to stay in such hotels.
Personal: Age, life cycle, occupation, lifestyle all falls under this category all have potential
impact over consumer buying behaviour. For an instance if income of person is good then they
are more likely to avail luxury services as well as customer make mature decision with growing
age and changing market dynamics.
Psychological: Motivation, perception, belief system all plays an important role regarding
buying of any goods and services. For an example luxurious hotel room perceived as premium
where consumer is motivated to stay in such as it is associated with elite class of society.
Analysing impact of digital technologies over changing consumer trends
Consumer trends are basically habit which is currently prevailing among consumer of
products and services. It not only exposes the general inclination of inhabitants but also provides
ideas across its trajectory (Cleary and et.al 2018). Changes in consumer behaviour now a day is
mainly from digital technology, where it refers to system, devices, emerging technologies that
are creating challenges for the businesses. Where consumer in the market is tech savvy and
demands for the technical products and services. Few of the implication that have shape the CB
are enlisted here-
Higher expectation among customers: Consumer expectation is the outcome of influence of
technologies, audience in market are now compares the service experience of organisation with
other before making buying decision (Dixit and et.al, 2019). Where customers expect more
responsive and targeted communication. Landmark London, is one of the top hotel which always
ensure to provide better query response to their consumer, however they have to make sure that
their services are working exactly what consumer is looking for.
Customers are more connected: As of now with the use of smart devices, phones and others
audiences are more connected with any brand. With just one click on smart phone they can ask
for sale queries, product information. In such it is important for Landmark to have AI chat bot
that works 24/7 and provides real time solution for consumer query.

Inspecting impact of culture, social, psychological factor over consumer behaviour and their
attitudes with regards to changing and driving trends in hospitality
Changing aspects in culture, social, personal and psychological is driving changes in
hospitality sector, where consumer is now more looking for easy and affordable services.
Consumers demands for tech savvy product as in hotel room, usually hotels are installing sensor
lights which helps in providing better consumer experience. Also changing social and cultural
norms are also driving changes like people are now look for the products that express their
societal norms and other members of society expect to avail organic foods which hospitality is
considering as major factor in providing room food services.
Critically analysing the emerging trends in consumer behaviour and attitudes
For an example in hospitality sector customer usually wants from hotel that there should be
best online experience over their website. Success in it helps in increasing traffic over websites,
while failure in providing better navigation over website will lead to negative influence. While
AI chat bots, IOT devices are common in order to provide personalised services at hotel,
therefore personalised services play a crucial role in hospitality.
PART 2
Analysing the stages of consumer decision making journey
Consumer decision making can be understood as individual are aware of their specific
requirement for that they collect the information and proceed with availing such services that
meets their demands (Boardman and Mccormick, 2019). In hospitality sector, user can easily get
the information related to different hotels regarding services, prices and other things, it
eventually helps in making decision to avail certain hotel’s services. The landmark hotel also has
web presence as well as have online digital channel presence where they post about newest
infrastructure and other latest structuring which have done in hotel. Consumer decision making
journey is discussed below-
Need recognition: Initially consumer determine the need of certain services and products, where
requirement can be internally or externally but results in same response which is need. Therefore,

once consumer identify the need, where in hospitality if consumer have to go for out of city and
other reason that basically a need for them.
Information search: In such customer again think of both internal and external factor as well as
past interaction with services in both negative and positive manner. Where consumer in
hospitality research over browser and visit hotel website, where they usually look for the review
of other consumer, if it is positive then they proceed further.
Alternative evaluation: In this consumer develops certain criteria as what they generally want
in specific product and services, where they weigh their prospective selection against other
present alternatives. Thus in hospitality consumer always compares different hotel on the basis of
prices, accommodates, services, they only perceived with hotel where all their expectations met.
Purchase decision: When all process is done like collecting information from previous
consumer, finally customer reach to logical decision to avail certain services (Schweidel, and
et.al, 2022). Therefore, in hospitality as well guest look for all alternatives and when they found
certain hotel is approachable then they go further to avail services of hotel.
Post purchase evaluation: It concern with feedbacks of both seller and consumer, where service
provider ask consumer about their views related to hospitality.
The landmark hotel has better service staff and best interface at website which persuade
consumer to buy such services. Also their unique offering helps in providing better guest
experience.
Exploring importance for marketers to map path to purchase and acknowledging consumer
decision making process
For the marketer it is important to understand the consumer decision process as it helps in
providing insight in what consumer’s pain points are and how to improvise it. mapping a
consumer journey map helps in identifying their specific needs so that services can be arranged
accordingly (Alsuwaidi, Eid and Agag, 2022). With this marketer can easily analyse as where
consumer interacts with business. In hospitality sector consumer journey goes through such
factors like travel idea, research, booking, stay at hotel and post stay. In all such factors hotels
communicate uniquely with their consumer and potentially have goal at each stage. Therefore, in
hotels it is important to get insight about what consumer is experiencing during their journey, it
ultimately helps in delivering better experience. Hotel landmark always ensures that their guest is

experiencing best services, they ensure at every stage of consumer journey map that their guests
are satisfied.
Evaluating the way in which marketers respond to decision making process
Marketers review the whole process of decision making and proceed to tempt consumer to
make purchase decisions related to products from coupons, voucher and contest. For an example
during holiday season when many people look for visiting some place for that they book hotels
to stay, during such time hotel offers special offer that is enough to attract consumer to avail their
services.
PART-3
Comparing and contrasting key differences of the hospitality in the context of B2C and B2B
using specific examples
B2B commerce refers as business to business which is used by the hospitalities to sell
their services and can earn the money in maximum manner whereas B2C refers as business to
consumers which is also a commercial area which is used by the firms to sell the goods and
services to the customers directly. In general, these both concepts are the marketing strategies
used by the companies to boost up their sales by understanding and adopting this strategy in
definite manner. Here, mentioning key differences between the B2C and B2B hospitality
decision-making process in appropriate manner.
B2B B2C
Meaning This is a commercial process
of business to business
transaction. This type of
business strategy focus on
serving another business
instead of themselves.
B2C is the procedure to
business directly with the
consumers. B2C focus on the
needs and interest of their
customers.
Relationship Build relations with their
teams and companies to boost
up the sales.
Make relationship with
households and individuals.

Decision-making Have to discuss with group of
people and team members to
take any decision.
Required key stakeholders for
decision-making.
Identity Products and services can be
identity on personal basis.
Can be seen only by images.
Description B2B marketing strategies
provides detailed information
about the service and product.
It does not provide detailed
information and create short
and broad matter.
Prices The payments are based on
agreements and business
needs.
B2C leads the customer's to
pay same prices and also offers
discounts and coupons.
Market Strategies Content is important Distinguished design is
valuable
Requirement Based on logics Rely on profits and desires of
customer's.
Examples McDonald's and Hilton Amazon
Evaluating different approaches to market research and methods used for understanding the
decision-making process
There are different kinds of approaches to market research which helps in getting more
knowledge and information about the decision-making procedure. Thus, mentioning three major
approaches which should be known by an individual to gather the information about the
decision-making.
Rationality: The term rational means giving logic which can be defined as the process of making
choices in definite manner from where set objectives can be achieved and fulfilled in appropriate
way (Teng and Cheng, 2021). This approach involves the creation of goals, decision-making
criteria, market analysis and identifying the issue to make the final decision in effective manner.
Heuristic: This approach is basically known as problem-solving theory by using the practical
methods to perform and produce the appropriate solutions. In general, it is a short-cut method to

resolve any issue where practising this activity will reduce the fault and can deliver the
successful outcomes. As, it also helps in reducing the mental stress and provide the solutions.
Intuition: In this approach, it can understand by the ability to know things in instinct manner by
their knowledge which helps to take the decision in the market in rapid way and enable to tackle
the complex matters with appropriate knowledge.
Different methods to market research are categorized into four objective which are
described below:
Survey: It is a method of presenting the samples of the products and services and promoting and
getting the direct reviews of the people where this method can be done through telephonic,
mailing and even by online advertisements (Zhang and Zwaal, 2021).
Focus Groups: A group of people are involved in this process to discuss the main objectives at
different locations for broadcasting.
Personal Intervenes: In this type of interviews, a face to face interaction has been done to share
the views and thoughts in regard with the services and products and can effectively solve the
issues.
Observations: Observations makes more focus over the products and services by observing the
video recordings in showrooms and malls.
Justified evaluation of different factors influences hospitality decision-making and buying
behaviour with examples
Ethical Cause: Values and customs are the important factor which needs to be considered by the
hospitality management to influence the decision-making and buying behaviour of the
customers. These customs play an important role in the society where The Landmark London
hospitality organizes the British Morris Dance to maintain the ethics and cultural surroundings.
Social group: To provide any services to the customers. It is important for an individual to
understand the social group needs and desires where The Landmark London keeps the prices of
the services in affordable manner accordance economic consideration.
Personalized Section: This factor highlights occupational and economic situations of an
individual which influences the decision-making process in wider manner.

Scientific subject: In this factor, it involves the motivational areas where The Landmark London
organizes a motivational debate at the hospitality once in a week.
PART-4
Evaluating how marketer's influences different stages of the hospitality decision-making process
Identification of problem: The first stage of the hospitality decision-making process is to identify
the problem which is faced by the customer's in rapid manner at the hospitalities (Pappas and
Glyptou, 2021). The Landmark London hospitality management needs to identify the need of the
people and provide the appropriate solution to it where the mentioned hospitality arranges the
conference hall for the meeting purpose of client along with arrangements of food and beverages.
Information Research: People always wants to know and get the information about the product
and service they want to buy where The Landmark London hospitality has created their own
website where they have updated all the essential content about the hospitality services to inform
the customer's.
Alternative Evaluation: An alternative evaluation is also must, where customer's majorly focus
on the services and innovation and prices of the service along with health and safety areas
whereas The Landmark London conference hall service are better than Tower hospitality.
Purchase Judgement: In this stage, marketers influences the decision-making where at this stage
it shows that customers always looks for the prices which are affordable for them and excellent
offers and discounts where Landmark London provides the facilities like spa, food, and travel
arrangements as well at affordable prices (Buhalis, D., and et.al., 2019).
Post-buying behaviour: This stage refers to take feedbacks and reviews after the purchase of the
goods and services which helps the firm to know about weak areas. Majority of the expectations
of the customers are fulfilled by the Landmark London.
Analysing how marketer's responding to the decision-making process
Knowing the situation: In the hospitality industry, it is important for the marketer's to grab all
the information and knowledge about the desires and needs of an individual customer from
where the hospitality can provide that services in definite manner and can boost up their sales.
For example, The Landmark London provides the service of pre-booking to their customer's
which allows them to acquire successful outcome.
Research: The hospitality management needs to provide the suitable and relevant information at
the website source from where the customers can go through it and can gain the knowledge about

the services the hotel provides (Turkmenoglu, 2019). For example, Landmark London shares the
suitable information to their website in regard with services like wedding destination from where
the customer's can take the decision accordingly.
Drawbacks: Marketers respond to decision-making process by identifying the drawbacks of the
services which hospitality provides and can aware them about it to enhance their sales. Through
the help of marketer's, hospitality management can provide the better services to the customers
like coupon discounts and offers and welcome gifts as well from where they can attract the
customer's at their hotel.
Affordable pricing: To sale any service of product, customer's always the pricing structure to be
affordable where it helps them to take the decision accordingly (So and Li, 2020). Management
of the Landmark London serves the prices in affordable way which supports the hospitality to
gain the profit.
Take action: Marketing is one the best major strategy and activity which needs to be considered
by the business where Landmark London hospitality provides the services to the customer's to
view their services from website and do survey on social media and television as well which
helps the customer's to fulfil their desires.
Each stage of the decision-making process
In the hospitality industry, it is important for the management to understand the needs
and requirements of the customers where in today's world, technology is one the best angle to a
business where hospitality website and usage of social media and television media helps the firm
to spread the information about hospitality services.
Application of appropriate concepts that influence and impact upon the hospitality decision-
making process
 By proper communication either online or offline.
 24/7 Customer support
 Understand the needs
 Stay trendy
 Satisfactory value

CONCLUSION
The above mentioned report has concluded the decision-making process which influences
the customers and marketer's as well. It is important for the hospitality management to
understand the areas and factors of consumer decision-making so that they can boost up the sales
of the hospitality. The report included the factors which influences hospitality customer's
behaviours and attitudes and demonstrated the map of purchase decision including the process.
Moreover, appropriate forms of research and methods is mentioned to understand influence on
hospitality customer decision-making along with how marketers influenced the different stages
of the hospitality consumers.