Exploring Consumer Behaviour and Trends in Hospitality Industry

This report provides an analysis of consumer behavior and insights within the hospitality industry, emphasizing the factors that influence consumer choices such as cultural, social, personal, and psychological elements. It explores the impact of digital technology on consumer behavior, highlighting the importance of E-CRM and customer care, using IHG as an example. The report also addresses challenges in quality service delivery, particularly in understanding diverse markets and meeting customer expectations. Furthermore, it identifies emerging consumer trends like healthy eating habits and a growing preference for sustainable practices. The conclusion underscores the necessity for hospitality organizations to study consumer behavior effectively to develop suitable strategies and adapt to market dynamics, emphasizing the need to analyze external factors for optimal organizational functioning and effective market targeting. Desklib offers a platform to access this report and similar solved assignments for students.

Hospitality Consumer
Behaviour and Insight
Task 1

Introduction
• Consumer behavior and insight assist the organization to leverage all the
essential information regarding the buying pattern or preferences of target
audience.
• It basically offer the better approach that is required to carry out communication
with current as well as prospective customer effectively.

Influence the customer behaviour
• Consumers plays prominent place in the market
as they are the ultimate user of product and
services and help the organisation to gain
profitability.
• Consumer behaviour is basically the study of
an individual which is done by the organisation
to identify the existing needs of customer and
bring alteration in the offerings accordingly.

Factors that influences consumer behavior
• Cultural: It include the value, perception, behavior as well as liking of the
customer that can directly affect market.
• Social: It include the referral groups of an individual such as family, friends or
relative that usually have strong influence over the consumer while making the
final choice.

Continue…
• Personal: It include the occupation, age, economic condition or the personality
of an individual that are considerable essential while making the choice of the
place by customer.
• Psychological: It represent the customer satisfaction or the expectation for the
desired services. The needs to customer vary after a certain duration with the
change in trend due to which they react differently for different services offered
by hospitality industry.

Impact of digital technology on consumer behaviour
• Maintain E-CRM: Digital technology has offered the wide range of opportunity
to hospitality company as it can penetrate the large audience by communicating
values via digital platform.
• Largely emphasize on customer care: With the help of digital technology IHG
company has offered immense attention on the queries or grievances of customer.

The challenges of quality service delivery
• The main challenge for the service deliver is that it is bit changeling for the
company to understand the diverse market and meet the expectation of customer.
• As IHG hotel which is the part of hospitality sector contain the immense
information of the customer like regarding their arrival, preferences or purpose of
stay.

Emerging consumer trends
• Healthy eating habits: Earlier the hospitality industry consist of restaurant that
serve fast food as well as by selling alcoholic.
• Sustainability: Increasingly awareness of stakeholders for environment prefer
those hotels or restaurant that function ethically and promote environment
friendliness.

Conclusion
It has been concluded that customer behaviour is a valuable part of an organisation
that need to be clearly studied by an organisation in order to prepare best suited
strategy. The hospitality industry need to analyse the external factor effectively so
that they can bring the best possible changes in the functioning of an organisation and
target the market effectively.

References
Björk, P. and Kauppinen-Räisänen, H., 2015. Contemporary insights to the dynamic
pre-trip information sourcing behaviour. Tourism and Hospitality Research.
15(1). pp.39-53.
Gao, Y. L., Mattila, A. S. and Lee, S., 2016. A meta-analysis of behavioral intentions
for environment-friendly initiatives in hospitality research. International Journal
of Hospitality Management. 54. pp.107-115.

Thank You