Marriott UK: Consumer Behavior in Hospitality Industry Analysis

This presentation examines consumer behavior within the hospitality industry, using Marriott UK as a case study. It explores the factors influencing consumer decisions, including cultural, social, personal, and psychological elements. The presentation analyzes the impact of digital technology on consumer trends, highlighting how mobile communication, social media marketing, and innovative technologies are shaping consumer expectations and behaviors. It investigates emerging trends such as the adoption of technology and the use of mobile phones for hotel bookings and reviews. The presentation concludes that understanding consumer psychology is crucial for success in the market and emphasizes the importance of considering these factors to achieve consumer satisfaction and business goals. Key references from academic journals are included.

Hospitality Consumer Behaviour and
Insight

INTRODUCTION
 The presentation is based consumers behaviour in hospitality industry. The presentation
will represent about Marriott hotel in UK.
 Its headquarters are situated in Bethesda, Maryland, US. The presentation will covers
Examine the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context. Look into how consumer
trends are changing due to the impact of digital technology.
 An analysis of how cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes are changing and driving trends in hospitality.
 Investigation of the emerging trends in consumer behaviour and attitudes using specific
examples from the hospitality industry.

Consumers behaviour
 The definition of consumer behaviour is how consumer takes decisions for purchasing product or services and
what factors influences consumer to take such decisions.
 It is an essentials study for marketer in order the make betters strategy for marketing of product and services as
with the help of this the marketer is able to know the likes and dislikes of customer and able to predict the
potentials customers.

Explore how consumer trends are changing due to the impact of digital technology.
 The impact of digital technology on changing consumer behaviour and attitudes is use of digital technology has
made consumers to expect high quality of services from Marriott hotel.
 Mobile communication has been increased which increases the efficiency of hotel.
 Use of it infrastructure is trending more in hotel. Use of robot in place of human and proving of smart room give
customer satisfaction to the consumers.
 The socials media marketing attracts lots of consumers and their behaviour due to which the hotels emphasis
more on customer care services for solving the issue and build customer loyalty.

factors that influence consumer behaviour and attitudes are changing and driving
trends in hospitality.
 The challenges of quality service delivery to meet consumer expectations are explained
below
 Cultural factors: The consumers behaviour towards the hotels have been changed as to meet the expectations
of the consumers. Cultural intelligence in the hotels is relevant to deal with the people from different culture.
Another is the impact of culture on the international hospitality industry and services as Marriott hotel need to
develop the skills and ability to deal with cross cultural consumers.
 Social factors: The major challenges faces by Marriott hotel to increases the brand image in market. The
consumer gets influence when the reputation of the hotel is good in the market. The growth of mobile experience
has also influenced the consumers to book online hotel rooms, use of digital technology has influenced more. As
Marriott hotel increases its reputation by providing quality services to consumers.

the emerging trends in consumer behaviour and attitudes using specific examples.
 Emerging consumer trends affecting the Hospitality Industry by adoption of innovative technology the
consumers are getting high quality of the services.
 Marriott hotel uses innovative technology to the great extent due to which it can easily seeks the attention of the
consumers.
 Another trend is use of mobile phone which enhance consumer to book online hotel room, get to know about
hotel facilities and reviews hence it makes easier for the consumer to get hotels facilities quicker and in
convenient way.

CONCLUSION
 From the above presentation it can be concluded that to become successful in consumer oriented market
marketer should focus more on fulfilling the psychological requirements of the consumers.
 The marketer should keep in mind factors that influence things which cab become favourable for company to
achieve the goal for consumer satisfaction.
 The study of consumer is very helpful for marketer to get success in market.

REFERENCES
Books and Journals
 Tung, V.W.S., Chen, P.J. and Schuckert, M., 2017. Managing customer citizenship behaviour: The moderating
roles of employee responsiveness and organizational reassurance. Tourism management.59. pp.23-35.
 Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer behavior in travel
and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services.22.
pp.244-249.