Consumer Behaviour and Trends in the Hospitality Sector: A Report

This report delves into the intricacies of consumer behavior within the hospitality industry, examining the influence of various factors such as social, personal, and cultural elements on consumer decision-making. It explores how age, lifestyle, and cultural backgrounds shape preferences and choices. Furthermore, the report investigates the impact of digital technology on consumer trends, highlighting the ease of access to information and its effect on service delivery and consumer expectations. The analysis includes a focus on the role of motivation in consumer behavior, exemplified through the context of Claridge's, and concludes by emphasizing the importance of understanding diverse consumer values and behaviors for effective service provision and marketing strategies in the hospitality sector. The report uses a combination of academic sources to provide a comprehensive overview of the topic.

Hospitality Consumer
Behavior and Insight
(LO1)

Content
 Introduction
 Definition of Consumer Behaviour
 Influence of various factors on consumer behaviour and attitude
 How consumer trends are changing due to the impact of digital
technology
 Conclusion
 References

Consumer behaviour is association of all activities which are carried
by consumers in form of purchase or disposal of goods and
services. Consumer behaviour is known as the study of individual
and group of individuals in order to satisfy their needs and
demands so as to reach out to desired goals in prominent manner.
Introduction

Definition of consumer behaviour
Consumer behaviour is the study of
people and their understanding
towards buying and disposing of
any product. These behaviour of
consumer are driven by various
factors on which tangible services
of hospitality industry is dependent.

Various factors that influence consumer
behaviour
Social factors:
Reference group: These groups are having calibre of influence
decision making area of consumer under which a opinion leader is
providing major impact on decision making of individual. These
groups are having power of changing mentality of individual which
can mould their decision into positive one.

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Personal factors:
Age and life cycle stage: This is imperative
that all the decision made by an
individual are as according to their age.
Behaviour is inclined to those needs
which are required at that particular age
group. So this aspect is having prominent
impact over consumer behaviour.

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Cultural factors:
Sub-culture: These are the groups which are related with same values
and traditions due to which same kind of likes and dislikes are
propounded those are having major impact over decision making
within consumer behaviour.

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Psychological factors:
Motivation: Motivation is defined as the most required aspect which is
necessary for an individual to stay activated. In the context of
Claridge's they are motivating customers through their offerings and
retaining love, belongings in their services.

How consumer trends are changing due to the
impact of digital technology
Ease and comfort in accessing information: Digital technology are
helping customers and hospitality sector to get comfort and ease in
booking and receiving services as well. For Claridge's they are using
appropriate smart devices so as to provide ease to their customer in
which just by a single click variety of services can be compared by
customers which enhances their availability to access varied data.

Conclusion
It has been concluded from the above discussion that consumer plays
an important role as they all have different values, beliefs, lifestyles
and behaviour that are required to study by an organization in order
to satisfy them. There are several factors and challenges that are
faced by an organization at a time of producing goods and services
as well as several technologies also

References
Gibson, A. and O’Rawe, M., 2018. Virtual reality as a travel promotional
tool: Insights from a consumer travel fair. In Augmented reality and
virtual reality (pp. 93-107). Springer, Cham.
Jauhari, V. ed., 2017. Hospitality Marketing and Consumer Behavior:
Creating Memorable Experiences. CRC Press.

Thank You