Analysis of Customer Engagement in the Hospitality Industry

This report delves into the significance of understanding customer needs, preferences, and engagement within the hospitality industry. It emphasizes the importance of customer satisfaction for business success, highlighting how companies like Marriott International gather customer feedback to enhance their services. The report reflects on customer experience maps, customer touchpoints, and factors influencing customer engagement, such as family values, clear communication, and the impact of past experiences. It also discusses how businesses can attract customers by developing products and services that match customer demands. Overall, the report underscores the necessity of analyzing customer engagement practices for achieving business objectives and improving customer loyalty.

The Contemporary
Hospitality Industry

Contents
INTRODUCTION.......................................................................................................................................3
LO 1 and LO 2............................................................................................................................................3
Reflection................................................................................................................................................3
CONCLUSION...........................................................................................................................................4
REFERENCES............................................................................................................................................5

INTRODUCTION
Customers are considered as one of the most essential assets of a company as that will
help them in growing the business as well as attaining desire goal successfully. for understanding
customers demand or consideration a company need to different types of analyze as that will also
able to determine whether they will able to fulfill requirement of customers or not (Bueno and et.
al., 2019). The respective report is reflection which is based on understanding wants, need and
preference of target group of customers and it is also include facts which impact customer
engagement (Goodman, 2019). Moreover it also includes reflective perspective related to
customer experience map and customer touch points.
LO 1 and LO 2
Reflection
Customers’ needs and preferences are considered to be one of the important components
within the hospitality industry. The primary motive of organizations operating within the
respective industry is to provide their customers with high quality experience in order to gain
their loyalty. This is because the success of a hospitality business mainly depends on the reviews
of the customers. I have learnt that companies operating within the hospitality industry need to
plan their operations in such a way that the preferences as well as needs of the customers are
satisfied. Marriott International is a leading hospitality company that gathers feedback from its
guests in order to understand their preferences in more depth. I have observed that understanding
the needs, wants and preferences of the customers is of utmost importance and value. It can
significantly contribute to the profitability and brand image of a hotel. I also realized that
companies that focus on the needs of the customers, are able to retain their customers for a
longer period of time.
I have also learned that there are various factors that drive and influence customer
engagement of different customer groups within a hospitality organization. For example,
Marriott International targets various customer groups in order to provide them a memorable
experience. The different tasks of the respective module have also made me observe that family,
valuing the customers, clear communication etc. are some of the factors that contribute to an

increased level of engagement among customers. While there are some factors that can impact
the level of customer engagement in a positive way, there are some factors which can have a
negative impact on the same. This can include an old bad experience, tiring and ineffective
booking facilities, poor quality of food and beverages etc. This has been a very learning and
enriching experience for me.
CONCLUSION
Through the evaluation of above-mentioned topic it can be determined for every
company it is essential to understand need, demand, preference and wants of a customer. It is so
because through that a company able to develop products or services accordingly which leads to
attracting more and more customers for increasing business around the world. In addition to this
it is also essential to understand factors which directly or indirectly impact on the customer
engagement practices for attaining the desire goal. In respect of this management of a company
may conduct analysis through ways such as develop customer experience map as well as study
customer touch point.

REFERENCES
Books and Journals
Bueno, E.V. And et. al., 2019. Measuring customer experience in service: A systematic
review. The Service Industries Journal. 39(11-12). pp.779-798.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.