Consumer Behavior in Hospitality: Trends, Decisions & Marketing

This report provides a comprehensive analysis of consumer behavior and insights within the hospitality industry, focusing on InterContinental Hotels as a case study. It explores the cultural, social, personal, and psychological factors influencing consumer attitudes and behaviors, and examines how digital technology and emerging trends are reshaping the hospitality landscape. The report analyzes the consumer decision-making journey, mapping the path to purchase for hospitality services and highlighting the importance of understanding consumer needs for effective marketing. It also compares B2C and B2B decision-making processes in hospitality, discusses market research methods, and evaluates how various factors influence hospitality buying behavior. Finally, the report assesses how marketers can optimize the decision-making process and leverage relevant models to influence consumer choices, providing specific examples from the hospitality sector to support its arguments.

Hospitality consumer
behaviour and insight

Table of Contents
INTRODUCTION:...........................................................................................................................4
TASK 1:............................................................................................................................................4
1.1 Analyse the various cultural, social, personal and psychological factors which influence
the consumer behaviour and attitudes within a hospitality context.............................................4
1.2 Investigate how consumer trends are changing due to the impact of digital technology.....5
1.3 Examine how cultural, social, personal and psychological factors which influence.............6
consumer behaviour and attitudes are changing and driving trends in hospitality.....................6
1.4 Critically analyse of the emerging trends in consumer behaviour and attitudes using..........6
specific examples from the hospitality industry to support your arguments...............................6
TASK 2:............................................................................................................................................7
2.1 Analyse the level of the consumer decision- making journey and map a path to the............7
purchasing for the hospitality service..........................................................................................7
2.2 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector:..................................................................8
2.3 Measure how marketers are reacting to the decision-making process, applying...................8
relevant illustration from the hospitality sector..........................................................................8
TASK 3:............................................................................................................................................9
3.1 Analyse and compare the main differences of the hospitality decision- making
process in the context of B2C and B2B, using specific hospitality examples............................9
3.2 Measure the various formulation to market research and methods of research used
for knowing the decision-making process................................................................................10
3.3 give a justified judgement of how different factors change hospitality decision-making and
buying behaviour, supported by specific hospitality examples.................................................11
TASK 4: .........................................................................................................................................11
4.1 Measure how marketers can make the various stages of the hospitality decision-
making process giving particular hospitality examples.............................................................11
4.2 measure how marketers can influence each level of the decision-making
process with reference to relevant methods and models applied..............................................12
4.3 measure the usage of right models that

influence the hospitality decision- making process..................................................................12
CONCLUSION:.............................................................................................................................12
REFERENCES...............................................................................................................................13

INTRODUCTION:
Consumer behaviour can be defined as the study which involves many individuals, groups
as well as the organisation and all the operating activities they perform. It refer to how the end
users of the goods or services reacts, or how the emotions, attitude and the preferences changed
after using that particular good or service (Smit and et. al., 2022). Customer behaviour is
however plays n important role in any organisation which provides goods or services to the end
users. As, by understanding that how the consumer is actually reacting upon the service which is
being provided them, and what is that change they wish to have will help the company to fill in
the gaps and make innovations according to the feedbacks of the consumers. For this report, inter
continental hotels has been taken into consideration which is a British luxury hotel brand which
was introduced in the year of 1946 by Pam Am's and Juan Trippe. From the data of
november2020, there has been 210 inter continental hotels with 71,045 rooms across the world
(Ampountolas, 2022). The headquarter of inter continental hotels is in Denham,
Buckinghamshire, United Kingdom.
TASK 1:
1.1 Analyse the various cultural, social, personal and psychological factors which influence
the consumer behaviour and attitudes within a hospitality context.
Cultural factors: these are the factors which basically includes the analysing of the behaviour
of the other person. these are the factors which affect the perception, values and behaviour of an
individual. In context with the hotel inter continental hotels and also from the point of view from
the hospitality service, the decision which are being made are based on how the individual was
raised and in what type of family he has been raised into. Therefore a middle class family
couldn't pay an afford to stay in a premium hotels like this.
Social factors: these are the factors which affects the consumer behaviour and is referred to the
family, social roles as well. This factor has a direct influence on the customer (Han and et. al.,
2022). In context with the hospitality sector, if the services are according to the preferences of the

consumer, then they will be interested in booking to that particular hotel which in this case is
inter continental hotels.
Personal factors: these are the factors which includes the age and the kind of lifestyle the person
is having, which also includes the occupational, economic, the self development and the
personality of the person. In context with the hospitality sector, it is the customers choice to
chose the hotel according to the money they own and the lifestyle they live.
psychological factors: these are the factors which includes the discussion about the psychology
of the consumers which is seeking the ways in order to meet his/her satisfaction level. In context
to the hospitality sector, they use a lot of tactics for the marketing of their hotels. The brain of the
consumer is always in search of some traits hence they need to understand the consumer
psychology.
1.2 Investigate how consumer trends are changing due to the impact of digital technology.
Digital technology can be defined as the process which helps in creating many new or to
make new changes in the already existing business processes. It also includes the digital changes
in the culture and the customer experiences which helps in meeting up the requirements of the
market. The misuse of the digital technology has a very big impact ion the consumer behaviour,
especially in the hospitality sector. The trends are as follows:
 internet: it can be said that the major point through which there a huge change in the
customer trend can be seen is the use of internet. The introduction of the internet has
made it very easy for the customers to look upon the hotel and the services they tend to
provide by sitting at home only (Ji, and King, 2022). Therefore, inter continental hotels
have to make sure to look up to its reputation in the market place as it will impact the
amount of bookings in the future.
 Social media: it is a part of internet which have developed many apps which makes to
share the information as quickly as possible. It can help the consumers to access the most
latest information from across the world instantly. Most of the consumer trends are
fluctuated from the app as people are sharing their reviews on the social media ass well

which is giving the consumers a choice to choose the next best alternative instead of inter
continental hotel.
 Customers reviews: after visiting in a luxury hotel, consumers are tend to take
suggestions from you about all the services they provide and many other things as well.
Its not on;y on real times but people tend to write their reviews on the website of the
hotel, which will help the other people to get an idea about that particular filed in the
hotel.
1.3 Examine how cultural, social, personal and psychological factors which influence
consumer behaviour and attitudes are changing and driving trends in hospitality.
It can be said that these are the factors which influence the consumer trends as well as
behaviours. These are the changes which will be different from person to person as it will change
according to the individual's background, his/her preferences, the personality, the life cycle and
many more things. However, these factors are not always a negative point for the hospitality
sector (Khoo-Lattimore, and Yang, 2022). They can make a good advantage of this for
themselves by doing a good research about their customers. The personal factors will affect the
behaviour by lifestyle, demographics like age and status. The psychological factors includes the
perception, belief and learning of the people. The social factors includes the subculture, class,
family and the reference groups. These all factors can influence the consumer behaviour and
attitudes which are changing and driving trends in the hospitality sector.
1.4 Critically analyse of the emerging trends in consumer behaviour and attitudes using
specific examples from the hospitality industry to support your arguments.
It can be analysed that there are many tends which are being emerging everyday which
fluctuate the consumer behaviour very much. In context with the hospitality sector however, the
change in the consumer behaviour is due to trends like the internet and social media, and the
other customer reviews and the main is the services which they are providing to the end users. All
of these trends affects the consumer behaviour which includes that the guests choose the hotels to
stay in after a good research only (Koc, and Ayyildiz, , 2022). These trends also makes any kind
of the information to move very quickly from one individual to other and that will make the
person to choose the next best alternative hotel in the market.

TASK 2:
2.1 Analyse the level of the consumer decision- making journey and map a path to the
purchasing for the hospitality service.
 Problem recognition: the problem recognition is the stage which can be defined as in
which the consumer needs are being identified. The context which is being associated
with the targeted service which is being considered as a big part in the process of change
in consumer behaviour. In context with the hotel industry or the inter continental hotels,
they have to undertake the process of customizing their packages as well as the deals they
offer.
 Information search: the second stage involves the information search. This is the stage
at which the information of the hotels are being searched in order to understand their
services they provide and also to see the reviews by the other consumers as well. these
information are basically traced from many places which includes the advertisements,
magazine editorials, visiting the stores and from family, friends as well as the relatives.
 Evaluation: evaluation is the process which is being carried out by the consumer in order
to access the services which are offered by the hospitality sector in general. The
information which is being searched is only performance based only. The habitability
industry is however being full with the intangible products which are basically in the form
of services (Lee and et. al., 2022).
 Decision: this is the stage at which he consumer has to decide that which hotel he/she is
going to chose on the basis of all the information they have extracted. In addition to this
the allocation of finance, the location, the patronage, the brand as well as the style of the
hotel will also be considered in making this decision.
 Buy: after choosing the right hotel according to their needs and all the factors that has
been discussed above, its time for the consumers to book the rooms of the hotels they
have choose.
 Post purchase: this is the last step in the decision making journey which is basically
related to the satisfaction or any kid of dissatisfaction which is being faced while the
whole experience. This is kind of a result stage for the hotels. Therefore if the consumers

liked the services, they will also recommend it to others as well ad will continue to book
the same hotel for themselves (Mejia, 2022).
2.2 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector:
To understand the customer journey mapping, it is first important to study its importance
in the hospitality sector. It is because it s a strategic approach which helps in better knowing the
expectations of their customers and it can be said that it is very crucial to have the positive
customer experience. In context with the hospitality sector however, it is very important for the
inter continental hotel to know its customers and make a healthy relationships with them. It will
enable the hotel to identify the accurate expectations as well as the desires of each customers.
And once the hotel knows about what their customer wants, they will make those changes in their
services and will try to provide better services accordingly.
Identifying what your clients wants will help in increasing the number of the customer base as
well as the customer satisfaction which is very essential for the hotels as the other customers also
take their decisions on the basis of their reviews only (Michel and et. al., 2022). Hence it is very
important for the marketers to map a path and understand the consumer decision making in the
hospitality industry.
2.3 Measure how marketers are reacting to the decision-making process, applying
relevant illustration from the hospitality sector.
The managers of the hospitality sector are constantly responding top the decisions of their
end users they are doing it in a manner that are making the important executions of the plans. it
can be said that the plan is made by keeping the though of the consumers, that what are those
things in their services which are not being liked by them and what are the changes they actually
wants to be done dint he respective hotels. Taking their valuable feedbacks and then by using
them, making such policies as well as the strategies which will help them in the process of
providing the new as well as the attractive and will in order to make them to come again in that
hotel only. It is also beneficial as people give reviews online as well as to their relates as well.

TASK 3:
3.1 Analyse and compare the main differences of the hospitality decision- making
process in the context of B2C and B2B, using specific hospitality examples.
The basic concept of the B2C method is that the organisation basically gives all their
services straightly to their end users only whereas the B2B business concept includes in
providing all its services to the business or any organisation only at the primary level (Murphy,
Gretzel, and Pesonen, 2022).
DECISION-
MAKING
PROGRESS
B2B B2C
Information
research
Any organisation or company
basically does the research which
includes in finding up the best
suppliers who will ensure in giving
them the best amount as well as the
best quality of the products in order
to intensify their hospitality services
and this will also help them in
finding out that what is that thing
that the consumers are demanding
more according to the changes in the
trends.
In B2C, the customers is the one
which does the research with the
recommendations gi8ven by the other
customers as well as from the
advertisements and tries to understand
about the hospitality services they are
providing and which hotels have the
best services according to the
customer reviews.
Evaluation
In B2B business concept, the process
of the evaluation which is basically
done by completing the research of
the consumers as well as the
business and hence the decision
In B2C business concept, the process
of evaluation is done by a research of
the consumers which includes the
decision-making of selecting a
particular hotel and also what time it

making is done which includes the
changes which should be made in the
hotel in order to attract more
customers.
has to be visited (Nusair and et. al.,
2022).
Problem
recognition.
It can be said that in B2B business
model, the company is liable for
making the important changes
according tot he situations and along
with the feedback which has been
given by all the customers which
have taken their hospitality services
and it also have to make sure,
whether the appropriate changes and
strategies are made in order to make
up for the feedbacks.
In the B2C business model, the main
issue has been recognised by the end
users as they are the one's which
actually are enjoying the facilities of
the hospitality sector and hence
picking out the point of problems in
the services of that particular hotel.
3.2 Measure the various formulation to market research and methods of research used
for knowing the decision-making process.
Doing a proper marketing research for any organisation in any filed is advised to be a
very crucial part for the organisation. In context with the hospitality sector, it is kind of necessary
for the sector to complete the marketing research what are the services that an individual likes to
have when he/she is staying at a hotel. Hence the doing a good market research becomes very
helpful in order to make proper decisions for their hotels which will increase the customer base as
well as the high profitability and market reputation in the society (Pillai, and Sivathanu, 2022).
The methods of research which are basically used for understanding the decision making process
are as follows:
 organising the surveys: this is the first method which includes the process of the rapid
decision making. In this method, a questionnaire is involved which have a list of

questions which the organisation basically asks from its customers. Those questionnaire
are them being distributed to the people of the survey and they make them comfortable
and answer the question and the sceneries honestly in order to get the honest customer
reviews.
 Observations: apart from having surveys which is a very time time-consuming task, it is
advisable for the hotels including the inter continental hotels as well to observe their
customers and notice what the customers actually wants and what are his/her likes nod
dislikes when it comes to choosing a hotel for the stay (Rahimizhian, and Irani, 2022).
 Interviews: another time consuming yet effective method for the hospitality sector In
order to understand their customer is by doing the face to face interviews with the random
individuals. Hence the hotel can perform interviews with the customers already staying to
know about their experience or can conduct it on the random persons as well by taking
their consent.
3.3 give a justified judgment of how different factors change hospitality decision-making
and buying behavior, supported by specific hospitality examples.
There can be many circumstances from which some of them are unique. For example,
what does an individual wants and with what purpose. The rest of the aspects are different with
each person like their taste and preferences and upbringing.
TASK 4:
4.1 Measure how marketers can make the various stages of the hospitality decision-
making process giving particular hospitality examples.
The decision making of the customers basically involves the steps of recognition,
information search, the evaluation of the alternatives, the purchase and the post purchase
behaviour. The managers of the organisation however have to follow the marketing mix concept
in their hotels in order to be on the top of the consumer's hotel list (Sánchez-Franco and et. al.,
2022). The marketers should offer the product, service availability and the informed promotion as
well as the equal distribution to the customers. the evaluation stage is where the customer
compares the to hotels to choose upon and the purchase and the post purchase stage, at which the

marketers responsibility is to make that process more easy for the end users. And the post
purchase gives an opportunity to make healthy relationships with their customers as well.
4.2 measure how marketers can influence each level of the decision-making
process with reference to relevant methods and models applied.
The above discussed are the different aspects on which the marketers of the hotel can rely
and evaluate every stage which involves the consumer decision making, and where the
management has to focus on the viral pictures which are being uploaded which can also create a
good brand image for the inter continental hotel as well as a bad image.
4.3 measure the usage of right models that
influence the hospitality decision- making process.
It can be evaluated that the digitalisation has a big impact on the change in consumer
trend, which make this an important point for the company which need to be focused. In addition
tot his, the different approaches like the surveys and the observation also plays an important role
in influencing the inter confidential hotel in introducing many changes in their services as well
(Sigala, 2022).
CONCLUSION:
From the report, it has been concluded that understanding their customers in the
hospitality sector is very important. Analysing the cultural, social, personal and psychological
factors is very import for consumer behaviour. How the customer trends change due to
digitalisation and analysing the consumer decision making journey is also important for the
hotels. To know the B2B and B2C models and why market research is important along with the
methods. And lastly, how marketers can be influenced by the decision making process.