Hospitality Consumer Behaviour and Insight: A Detailed Analysis

This report provides an analysis of consumer behavior and decision-making within the hospitality industry, focusing on Heaven Holiday, a popular UK-based organization. It explores various factors influencing consumer attitudes, including cultural, social, personal, and psychological aspects, and examines how digital technologies are reshaping consumer trends. The report maps the consumer decision-making journey, highlighting the importance of understanding each stage for effective marketing. It also differentiates between B2B and B2C decision-making processes, providing examples and discussing different market research approaches. Furthermore, it critically analyses how marketers can influence each stage of the decision-making process, applying relevant theories and concepts to enhance understanding. The report concludes by summarizing the key findings and their implications for the hospitality sector.

Hospitality consumer
behaviour and insight

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Investigating the different factors that influence consumer behaviour and attitudes..................3
Exploring consumer trends are changing due to the impact of digital technology.....................4
M1...............................................................................................................................................4
D1................................................................................................................................................5
Stages of the consumer decision- making journey and map a path to the purchasing................5
Important for marketers to map a path to purchase.....................................................................6
M2...............................................................................................................................................6
LO 3.................................................................................................................................................6
Differences of the hospitality decision-making process in the context of B2C and B2B with
examples......................................................................................................................................7
Different approaches to market research and methods of research used for understanding the
decision-making process.............................................................................................................7
M 3 Different factors which influence hospitality decision-making and buying behaviour.......8
LO 4.................................................................................................................................................9
Marketers can influence the different stages of hospitality decision-making process are to be
explained in detail with examples...............................................................................................9
M4 Market influence each stage of decision-making process will be critically analysed........10
D2 critically analyse the application of appropriate theories, concepts and models which
influence and impact upon the hospitality decision-making process........................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality industry is the broad category of field which is included with the food,
lodging, event planning, travel and tourism etc. It is the largest industry of the world which
consist a lot of services to their guest (Yang, Henthorne and George, 2020). Consumer decision-
making is influenced the hospitality sector in order to change the behaviour and attitude of the
consumer. This report is based on Heaven holiday which is very popular organization in UK.
There are more than 35 hotels in the UK and parks are Somerset, Europe, Watchet etc. Cited firm
provides wide variety of services such as food and beverages, tour and travel facilities, lodging
etc. Further, the report examining the factors which are influences the consumer behaviour and
attitudes and mapping the path of purchase in context to hospitality industry. Lastly, it is
evaluating the different forms and stages that are influencing the decision-making process of
consumer.
LO1
Investigating the different factors that influence consumer behaviour and attitudes
Consumer behavior is impacted by many factors so marketer have to understand the
behavior of consumer. Such factors are as follows:
Cultural- These factors are related to the set of values that are belongs to particular
ideologies, behavior of consumer is influenced by values, preferences, needs, want, perception
and behavior. When the consumer believe for the particular beliefs at the same they change their
preferences. Also, person's education or income is impacted like when income of consumer is not
very much it will change his preference for the hotel.
Social- The buying behavior of the person is influenced by the consumer in order to
consider the family, reference groups and roles& status. A person in a family saw their parents as
what they bought and so that they bought accordingly (Zsarnoczky, 2018).
Personal- This factors is related to the age, income, occupation and lifestyle of a person,
if the income of consumer is high they will prefer Heaven Holiday hotel otherwise they will
choose low rate of hotel. Also, age group are influenced, when the consumer is teenagers the
preference is accordingly in order to visit adventures place.
Psychological- In this factor human psychology is affected on the basis of motivation,
perception, learning and attitude and beliefs. When the consumer fulfills the social needs,

security needs, etc. then they start thinking about the personal life and enjoy accordingly. The
perception of the person is changed according to see the advertisement, customer review, social
media feedback attracts the customer for the hospitality industry.
Exploring consumer trends are changing due to the impact of digital technology.
Consumer trend are related to the habits and behaviour of the consumer in order to
maintain the goods and services. For any hospitality industry it is very important to run the
business according to the emerging trend. Digital technologies such as social media, mobile
phones, online games, multimedia etc. It has changed the method of manage the work,
communication with others and the way of business is run.
Desire of consumer- Now the consumer is more connected to the digital technology in
order to active on the social media and get all the information about which hotel provides the
best service and consumer eagerly wants to haver the services. Also, the consumer are more
connected in order expected high as sophisticated tools (Willems and et.al., 2017).
Access to information easier- Digital technology has increased and the information get
easy to access for the products and brands with the both offline and online resources. All the
information let to knowledgable, sceptical and informed to the consumer that influenced in the
higher expectations.
The impact of smartphones- Consumer can easy to research about the place where they
want to go and they change their demand accordingly to get better in terms of hospitality
services, restaurant and additional facilities.
The impact of social media- Communication become easy because of social media
people put their stories and influence other to visit the same place and it increases the curiosity
among consumer that helps them to increases the customer. That is why Heaven holiday use the
consumer's buying pattern in order to attract them.
M1
It has been seen that consumer's behaviour and attitude is influenced by the many factors
such as cultural, social etc. Hospitality industry affected by the emerging trends and that is why
they use the smart hotels and spent more on the personalization (Stankevich, 2017). When the
number of guest is increases in hotel they want to be personal services and wants to treat them
accordingly. Digital technology helps to change the desire of the customer in hospitality industry

by many reasons such as social media and other tools. Further, consumer preferences are also
influenced by the advertisement and marketing services of the organization.
D1
Consumer behaviour and attitudes are changed according to the emerging trend in the
hospitality industry. In UK, it has been seen that there are so many industries which are
emergence the trends of the Robots for the hospitality industries. These robots are used to work
complex tasks, semi-autonomously and autonomously. Example, Hilton of UK established the
robots in order to attract the customer and it is also responded to the human speech which is
given to robot. On other hand, it is critically analysed that when the organization installs that
type of services but it high and it is not possible to adopt for long-term.
LO2
Stages of the consumer decision- making journey and map a path to the purchasing
There are five stages which are help in consumer decision-making process when they buy
goods and services such as follows:
Problem recognition- In this stage consumer are likely to think or recognize about the
product which is need for particular services for the product (Kumar and et.al., 2018).
Information search- Consumer are recall all the information of the past which is
belonged to the product specification from the outside environment.
Evaluation of alternatives- At this stage consumer evaluate the brand and product
options which can be delivered the benefit for which they are looking for.
Purchase decision- Consumer's purchase takes place and gather the recommendation for
other sources.
Post purchase behaviour- At these stages what is the consumer think and feels about the
product and also suggest to others for same purchase.
Path-to-purchase
The path to purchase is a channel that are exposed order into purchase, these channels are
related to the apps, search engines, emails, review channels etc. These phases are related to the
several phases such as awareness, considerations, interest, preference and purchases.
Awareness- In this process customer aware about the product and services, if customer
not aware about the brand, no sales happened (Kim, Lee and Fairhurst, 2017).

Considerations- Customer consider through 4-5 brands in which he chooses the final
purchase.
Interest- In which customer choose to accord to his interest in the product.
Preference- Marketers are ready to purchase the product with the interest or preferences
of the customer.
Purchases- After all the stages then customer purchase the product and also prefer to
their friends and family.
Important for marketers to map a path to purchase
 It is important for the organization to mapping a path to purchase because it helps the
customer with interact with its business (Huijsmans And et.al., 2019). It is focuses on the
particular need of the customer according to different stages in the process of buying.
 Map a path to purchase help the organization to insight the common point which they can
improve according to the experience of the customer.
 The goal of the hospitality is very important in marketing and it provides value to the
need of the customer.
 It helps to generate the interest to the customer in order to purchase the product also it
optimizes the every moment of the customer according to their interest.
M2
It is analysed that marketers responding according to each stage of the decision-making
in order to target the customer by capturing the attention. That is why market put their content on
that place where it is suitable for watch to the customer. This can be done through the videos,
infographics, blog posts etc. By evaluation the alternative stages marketers are engaging with the
funnel marketing (Cortinas and et.al., 2019). Marketers are understands the criteria of consumer
that are used in the comparing the brands and also communicate the superiorities of the
customer. Example, organization are creates Commercial advertisement in order to attract the
customer for their hotel and services, on the channel which has high viewership.
LO 3

Differences of the hospitality decision-making process in the context of B2C and B2B with
examples.
B2B: B to B is represented as business to business. In the hospitality sector, business is looking
forward to get services for their conferences, business meeting etc. Business always looks for the
higher level of services which create a memorable experience (Mothersbaugh And et.al., 2020).
These types of people don't focus on prices but emphasis on the quality of product and services
which include high nutrient food, peaceful environment, respect, greetings, welcome drink etc.
The responder is the part of profession who give feedback as per the hygienic, cleanness,
positive environment etc. Company gets connected with the help of email and SMS. Their
buying decision is based on planned and logical needs.
B2C: B2C is represented as business to customer where company is trying to create a
memorable experience for the youth, adults, and higher- and middle-class people. Moreover,
B2C type of customer give more focus on pricing and adventure experiences. It is because
customer always look for the discounts and offer to enjoy memorable experience. Further,
customer focuses on the high level of services with the minimum amount. Young people are
interested in created unique experience whereas adult want to get respect and memorable
experience for the long-term memories. It is because ultimate consumers take buying decision on
the basis of emotion (Trudel, 2019). High class people focus on the quality of services which
include nutrient food, welcome, respect etc. the responder is the end user who give their
feedback on the basis on adventurous experience, low prising, attractive marketing etc. here,
company gets connected with the ultimate user by social media platform, website updation,
email marketing etc.
Different approaches to market research and methods of research used for understanding the
decision-making process
Company follows different approaches and methods for implementing market research for the
fulfilment of customer needs and wants. Heaven holiday adopts more practical and cost-effective
approach for collecting data which include telephone interview, email marketing, social media
handle etc. to analyse the need of the consumer. There are two types of approaches that is
primary and secondary method. Under the primary research include interview, survey etc. to find
the first-hand data related to taste and preference of the customer (Khan, 2020). Moreover,

company also organize different programme to get connected with customer in order to analyse
their needs and wants. Moreover, to take first hand information company adopted various
methods such as questionnaire, quiz etc. Moreover, in the secondary research, company use the
social media handle such as Instagram, Facebook etc. to analyse the market trend and also get
immediate feedback from the customer. Moreover, the secondary research, Heaven holiday use
already available data which are present in the market, on website, books etc. Further, company
also use some techniques which include interaction with the help of website technical boot, quiz
to know their interest etc. where more and more customer can take a part so that company can
evaluate the customer taste and preference in the hospitality sector. Moreover, in the secondary
approach company also helps in collecting sample and getting immediate reaction of the ultimate
user so that conclusion can be drown. These approaches are useful for the company to evaluate
customer taste and preference than produce the goods and services accordingly.
M 3 Different factors which influence hospitality decision-making and buying behaviour
There is numerous factor which affect which affect the consumer purchase decision includes
phycological, social, personal etc. As per the heaven holidays marketing manager, consumer
behaviour is strongly driven from the factor which includes consumer subculture, social class.
For example: people who are living in UK has different taste and preference than the population
living in US (Dhaliwal, Singh and Paul, 2020). In addition to this, personality, self and
motivation also affect the buying behaviour. Personality includes nature, type of house,
automobiles, clothes etc. Therefore, Heaven holiday produce their product by keeping in the
mind about user personality. Further, self-esteem, body image, personal identity etc. also
influences the buying decision of the person. It is because those people who focuses on self-
esteem, required to feel respected and cared in the company. In addition to this, social factor
includes family and friends etc. will affect the consumer decision strongly by changing their
opinion, lifestyle and the norms etc. All these factors reflect the changes in the market. Apart
from the consumer attitude, perception, age, personality etc. motivation also play important in
influencing buying decision. Moreover, social norms and values influence the buying decision
because every society has their own norms which need to follow to maintain their positive
image.

LO 4
Marketers can influence the different stages of hospitality decision-making process are to be
explained in detail with examples
Due to increase the level of competition in hospitality sector, it becomes high challenge for the
Heaven holiday to do the best for attracting and retaining customer. Therefore, it is required to
conduct the research on the in order to identify the needs and wants of the company. Moreover,
buyer behaviour can be stated that a study in which how group of ultimate user or individual can
choose or analyse the product and services (Jauhari, 2017). It is required to analyse the decision-
making process of the buyer while choose the product out of available alternatives. Evaluating
the decision-making process of the consumer is the important task to in order to grow the
business. Heaven holiday face the different challenges while analysing the consumer behaviour.
Moreover, company actually produce that product which can satisfy consumer needs.
For example: a market research of Heaven holiday is showing that consumers have need of
high nutrient food. After that company work on it and add this thing in their business too.
Further, it is crucial for the company to evaluate different factors which can help to influence the
customer behaviour (Hosta and Zabkar, 2021). Marketer use both the tool qualitative and
quantitative to analyse the customer behaviour. This tool addresses the major factors such as
geographical, demographic, age and location etc. Moreover, it will also analyse the behaviour
and psycho-graphic factor. After analysing the needs and wants of the customer, company come
up with quick solution to their customer problem and influence their decision-making process.
This will also help in building organization brand loyalty, brand attributes, improving the usages
rates and occasions. A part from this, heaven holiday is currently using the niche of marketing.
This will allow the organization to adopt the efficient marketing strategies rather than directly
investing in the market (Amberg and Fogarassy, 2019). Moreover, Heaven holiday use different
channels such as social media platform and TV advertisement etc. to identify the customer needs.
As customer is looking for any information search than the marketing department of the
company is trying to address their needs by satisfying their customer. Moreover, when customer
take any purchase decision, company offer some discount so that customer feel satisfied.
Moreover, company task in not finish here, heaven holiday also affects the post purchase
decision.

M4 Market influence each stage of decision-making process will be critically analysed
Company can analyse the factor which can influence the different stages of decision-making
process. Moreover, Heaven holiday use 7 elements of marketing mix to influence the buying
decision. Seven elements of marketing mix are product, price, place, promotion, people, process,
physical evidence. Moreover, company also use digital platform to influence the customer
decision by offering discounts, new product line, attractive marketing etc. Moreover, company
also identify the digital audience segment than analyse the needs, wants, interest etc. This will
help to produce the goods as per customer wants. Company’s growth will be determined on the
basis of quick response to the consumer needs (Ferreira and Sousa, 2020). For example, market
research is showing that user is in the need of product and services and willing to buy in near
future. Further, an organization try to make that product available to buy. Moreover, other factors
such as social, cultural, economic etc also affect the customer decision in order to change their
mind. Apart from the evaluating the customer needs and reverting to it, heaven holiday also
attempts to use this understanding influencing each stage of the consumer decision-making
process. On the other side it is required for the company to invest huge capital in research and
development to identify the needs of the consumer. This will increase the cost of which
ultimately impacted on the prices and competition.
D2 critically analyse the application of appropriate theories, concepts and models which
influence and impact upon the hospitality decision-making process
Consumer behaviour is the process of choosing and buying and using a product or services in
order to satisfy the consumer needs and wants. There are As consumer want to maximize their
advantages by minimizing their spending. In consumer model, consumer decision is depended on
the four views that are economic, passive, cognitive and emotional (Dixit, Lee and Loo, 2019).
Whereas all the decisions are to be taken on the basis of knowledge, presentation of marketer,
own feelings and need etc. Moreover, social, cultural, environmental, physiological factors also
affect the consumer decision. It is because consumer live in society that is why it is required to
follow their rules and regulation to maintain their goodwill. In addition to this, customer own
personality and motivation also play crucial role while choosing any product. For example:
customer who has positive luxury image in the society with high income will automatically
choose high quality of services. On the other hand, company face the challenge to evaluate
which theory is appropriate at which place. Moreover, Heaven holiday also find difficulty while

analysing due to which factor customer decision has been changed. If company does not able to
meet consumer requirement that it will lose their profitability, brand image etc. Consumer
behaviour theory is also important to analyse before taking any decision to manufacture.
CONCLUSION
Consumer needs and wants are important in order to achieve organization growth.
Company product their product by analysing the taste and preference of the company. There are
some factors like social, cultural, economic etc. which affect the consumer buying decision.
Moreover, digital technology also played a crucial role in providing high quality of services. In
addition to this, market is changing day by day so that marker of the heaven holiday needs to
analyse the upcoming trend of the market. Consumer decision making process are to be analysed
to determine company’s profitability and brand image. All the business works around the
customer taste, preference and need, their problem etc.
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