Hospitality Consumer Behaviour and Insights: Hilton Corporation Report

This report provides an analysis of consumer behavior within the context of the hospitality industry, using Hilton Corporation as a specific example. The report examines various factors influencing consumer decisions, including cultural, social, personal, and psychological factors. It delves into how these factors impact consumer attitudes and purchasing patterns. Furthermore, the report explores the effects of digital technology on consumer trends, particularly focusing on how Hilton utilizes digital marketing strategies to engage customers and adapt to changing consumer behaviors. The conclusion emphasizes the importance of understanding consumer behavior, preferences, and trends for organizations to effectively market their services and achieve their business objectives. The report is supported by references to relevant academic literature.

HOSPITALITY
CONSUMER BEHAVIOUR
AND INSIGHT

Table of content
• INTRODUCTION
• Analyse different culture, social personal and psychological
factors that influence consumer behaviour and attitude
• Study how consumer trends are changing due to effects of
digital technology
• Conclusion
• References

INTRODUCTION
• Consumer behaviour refers to the perception of buyers which
represents attitude, pattern an all other factors during purchasing
of product or service. It is based on actual basis of a end user,
which takes place in market by any organization to formulate
appropriate strategy. In this assignment a Hilton corporation is
selected in order to understand the different culture , social factors
that influence consumer behaviour. This is a multinational
hospitality company, founded by Conrad Hilton in 1919. It's
headquarter is situated in Tysons Corner and Virginia, united
states. This report will discuss about stages of consumer decision
making, changing consumers methods and comparison in B2B
&B2C.

Analyse different culture, social personal and
psychological factors that influence consumer
behaviour and attitude
• Consumer satisfaction means the level of acceptance and
awareness of product or services for a buyer. It is an emotional
response of consumer that they receives from the quality and
performance of product. There are various factor such as cultural,
social and personal that influence the behaviour and attitude of
customer.
• Cultural factor: it is important in assessing consumer behaviour
and attitude with regards to product or service. This is the basis
factor the easily influence needs and demands of consumer. This
factor include culture, wants, preferences, behaviour, perception
and liking of an individual. Every culture factors holds a small sub
culture, social class and culture which gives the different
approaches of socializing and different identification. In which
subculture share the the same set of beliefs and values. Sub
culture can consist people of different religion, caste and

• Social factor : Human are social being that involves family, group
of people , role and status of which affects behaviour and attitude
of buyer. Human always try simulate other human and want to be
socially accepted by society. Important part of this factor that
influence consumer behaviour are family, neighbour, friends,
reference group, role and status. In which family plays an
important role in formative buyer action of individual.
• Personal factor: The personal factor is differ from person to
person. It includes age, income, occupation and lifestyle.
Consumers always buy that product which they can afford.
Consumer always attract towards lower cost price product
compare to higher rates. They easily evaluates the size and prices
of product which is offered by company. When consumer leads a
healthy lifestyle then the product chosen by them will be related to
healthy instead of junk.

• Psychological factor :It is the leading determinant of consumer
behaviour although it is difficult to find out but powerful enough in
order to influence the attitude of customer. Some of important
element that it include are motivation, perception, learning,
attitudes and beliefs. Consumer perception means, a customer
gathers info about any product and interprets that info to make a
meaning full image about that product. When a consumer see
promotion, advertisement, review of other consumers then they
made their perception about that product.

Study how consumer trends are
changing due to effects of digital
technology• In this Morden world, several digital technologies that are getting
on board. In which internet is the primary tool that influence huge
number of consumers. It has had a great impact on buyers
behaviour. In context of Hotel Hilton they uses social media, online
options and many more option of digital marking technique for
promoting their services. In which they offers various discounts
and offer packages that influence so many people. Through digital
technology people can book their tickets online by using websites
of company or by using various app such as make my trip, go
ibibo, Trivago etc.

Conclusion
• From above report it has been concluded that it is very essential
for any organisation know about the buying behaviour of
consumers along with preferences and trends and how they
influences while purchasing any product. In which there are various
factors by which end user get influences and change their mind for
product. Moreover there are various methods to attract people for
towards their service and product. For this firm need to update
their services by using digital technologies. It is a necessary to do
market research in order to extract the reliable information of
market for achieving goal of company.

References
• Chang, S., 2018. Experience economy in the hospitality and
tourism context. Tourism management perspectives, 27, pp.83-90.
• Dixit, S.K. ed., 2017. The Routledge handbook of consumer
behaviour in hospitality and tourism. Taylor & Francis.
• Gursoy, D., 2018. Future of hospitality marketing and management
research. Tourism Management Perspectives, 25, pp.185-188.
• Jauhari, V. ed., 2017. Hospitality marketing and consumer
behavior: Creating memorable experiences. CRC Press

Thank you