Consumer Behavior and Digital Trends in the Hospitality Industry

This report examines consumer behavior within the hospitality industry, focusing on how customers choose, purchase, and utilize services. It explores the influence of various factors, including cultural, social, personal, and psychological elements, on consumer decision-making, specifically within the context of Travelodge UK. The report analyzes the impact of digital technology on consumer trends, highlighting how online platforms and reviews shape preferences. It delves into the challenges of delivering quality service to meet consumer expectations, considering tangibility, responsiveness, and reliability. Furthermore, it provides a critical analysis of emerging trends in consumer behavior, such as the increasing demand for luxury experiences. The conclusion emphasizes the importance of understanding diverse consumer values and behaviors to satisfy customer needs and adapt to the evolving hospitality landscape. The report references relevant academic sources to support its findings.

Hospitality Consumer
Behavior and Insight
(LO1)

Content
 Introduction
 Influence of various factors on consumer behaviour and attitude
 Changes in consumer trends due to digital technology
 Analysis of cultural, social, personal and psychological factors
 Critical analysis of emerging trends
 Conclusion
 References

In hospitality industry consumer behaviour shows a manner by which
customers choose, buy, utilise as well as discard their ideas, products and
services for the purpose of satisfying their needs and demand. These terms
shows users behaviour at marketplace which impacts on consumer desires
towards buying behaviour.
Introduction

Definition of consumer behaviour
It defines as a process where persons decides about
how, when, why, what, where and for whom to
purchase goods and services. It focused on how
individuals make decisions to pay for available
resources which are needs to satisfy the consumption
needs.

Various factors that influence consumer
behaviour

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There are various factors which impacts upon the purchasing behaviour of
customers. In context of Travelodge UK these are described below:
Cultural: These factors are related to the beliefs and values of customers
that creates their own background as well as status which directly
impacts on the buying behaviour of consumers. These are classified in
three classes of people like upper, middle and lower, all have different
tendency to spend their money.

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Social: These are concern with the society where
customers are connected with each others like a
family, relatives, friends etc. It shows that if a
member of their society shows upper level by
staying in luxurious hotels, it influence the
consumer behaviour also as they want to
compete with the society.

Challenges of quality service delivery to meet
consumer expectations
There are several issues that are faced by Travelodge UK at a time of
providing quality services in order to satisfy customers needs.
Tangibility: It means provides numerous facilities to their customers
which meets their requirements effectively.
Responsiveness as well as Reliability: This means facilitates those
services which are reliable for their customers and responds
effectively on their problems.

Impact of digital technology on consumers
trends
The use of digital technologies is being increasingly by people all over
the world that provides more awareness about several hotels and
restaurants and influence consumer behaviour. Travelodge UK
benefited from digital world of technologies as it shows various
information on different websites that includes prices of their hotels
and room along with it services are clearly shown along with its
ratings and reviews.

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Technology: It is continuously increases along with changing in the
needs and wants of the customers, this will influence the trends and
preferences of persons. Technologies are upgraded because all
hotels have web pages that includes detailed informations towards
their facilities, services, prices etc. as consumers are more
convenient to search and select hotels online.

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Several factors are presents in the market that influence the buying
behaviour of customers that should be needs to understood by
Travelodge UK organization to take a competitive advantages as
well as survive for a long period of time in the competitive market.
Customers attitudes and preferences are rapidly changes due to this
the trends in hospitality industry also fluctuate as digital world of
technology become necessity to attract large range of customers.

Critical analysis of emerging trends
Emerging consumer trends in customers behaviour affects hospitality
industry like Travelodge organization that leads in changing the
ways of facilitating services. For example, most of the customers are
moving towards the luxury lifestyle as they wants to take valuable
experience by using luxurious services.