Addressing Customer Demand in the Hospitality and Tourism Industry

This report delves into the contemporary issues affecting the hospitality and tourism industry, emphasizing the crucial role of customer demand and technological advancements. The analysis highlights how changing customer behaviors, influenced by factors like online platforms and eco-friendly preferences, are reshaping the industry. The report examines the significance of customer satisfaction and loyalty, underscoring the need for efficient staff training and the adoption of the latest technologies to meet evolving expectations. Recommendations include investing in well-trained staff, implementing cutting-edge technologies like online booking systems and energy management systems, and creating eco-friendly environments. The report emphasizes the importance of adapting to market trends and leveraging technology to maintain a competitive edge and enhance customer satisfaction, offering valuable insights for industry stakeholders.

Running head: Hospitality and Tourism Industry
Hospitality and
Tourism Industry

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Table of Contents
Description of the issues.............................................................................................................................1
Critically analyze the significance of the issue.............................................................................................1
Recommendation........................................................................................................................................2
Efficient and trained staff so that demand of the customers can be fulfilled..........................................2
Latest technology....................................................................................................................................3
References...................................................................................................................................................5
Description of the issues
Hospitality and tourism industry is one of the famous industries now a days and it serves
tourist in a proper manner. It is important for the industry to take into consideration the behavior

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of customers about marketing of products and services related to tourism. The competition level
in this industry is increasing day by day. Change in the demand of the customers is one of the
current issues in this industry.
Latest technology has changed the lifestyle and behavior of the consumers. Customer
loyalty is important to enhance the growth in the market and it is based on the satisfaction level
of the customers. Satisfaction of the customers is an important aspect as the overall growth and
competitive advantage can be attained effectively. Internet is becoming as an important part for
the organization and for consumers. There are many options that are available for the consumers
for searching and selecting the hotels as per the needs and wants. Consumer can easily access
rates and the location of the hotels easily by sitting anywhere in the world (Fraj, Matute and
Melero, 2015). It is one of the reasons that the demand of the customers in the hotel and tourism
industry keep on changing on a continuous basis.
At the time of selecting the hotel the Customers gives emphasis on eco-friendly
environment to stay. Consumers require fast services from the hotel and if the hotels do not give
proper emphasis on the workforce then it can create difficulty to survive in the competitive
environment. It will increase the poor satisfaction level of the customers towards hotel and
tourism industry. If the customers give negative reviews for the services, then it can be difficult
to attain good image in the market (Altinay, Paraskevas and Jang, 2015).
Critically analyze the significance of the issue
It is important for the hotel and tourism industry to increase the satisfaction level of the
customers for enhancing the growth. Satisfaction level of the customer is important indicator for
the hospitality industry as it is related with good relations between the customers and service
provider. There is change in the lifestyle of the people and it is evaluated that there is also
change in the demands and expectation level of the consumers (Singal, 2015). Customers have
the knowledge about the trends in the market and also with the change in trend the attitude of the
customer’s changes. It is evaluated that if the hotels communicate effectively with the customers,
then growth can be attained properly (Law, Buhalis and Cobanoglu, 2014).
Now days, customers require extra benefits like free internet facilities, good behavior of
the employees and proper management facilities in the room. If there is difference in the

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information stated on the websites like change in the prices then it can bring the situation of
losing customers (Mariani, Buhalis, Longhi and Vitouladiti, 2014). It is one of the essential
components related to change in the demand of the customers. These issues can be considered as
a barrier to growth in the hospitality and tourism industry. It is important to consider latest
technology so that proper services can be provided to the customers (Aragon-Correa, Martin-
Tapia and de la Torre-Ruiz, 2015).
It is seen that technology is important in every industry and there are many hotels that
gives emphasis on considering latest technology like digital door viewer and self-services. In
many locations these services are considered so that overall satisfaction level of the customers
can be enhanced (Baum, 2015).The customers are only attracted towards the hotel that adapts
latest technologies and if they are dissatisfied with the services then it can result to lose in trust
and gives negative impact on the image of the company (Nieves and Segarra-Ciprés, 2015).
Recommendation
The issue related to change in the demand of the customers can be resolved by taking into
consideration latest technology. Following are the recommendations on which the hotel
industry should give emphasis in order to attract customer and maintain goodwill in the market.
Efficient and trained staff so that demand of the customers can be fulfilled
Training of the employees is important for increasing the satisfaction level of the
customers. As, it has been elaborated in the issues section that the customers demand is
changing towards the services. The tourism and hospitality industry should give emphasis on the
trained staff so that the satisfaction level of the customers can be increased. There are many
strategies that should be considered by the industry so that the customers can be attracted
towards the company (Ladkin and Kichuk, 2017). The strategies should be related to pricing,
security management and also technique related to complaints. Hotel industry should also give
emphasis on the price, appearance and cleanliness so that good image can be maintained in the
market and customers can also feel satisfied. Tourism and hospitality industry should give focus
on adopting latest technology and green environment so that the customers can feel good and
happy. So it is important for the tourism and hospitality industry to give training to the

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employees so that proper services can be given to the customers (Harrington, Chathoth,
Ottenbacher and Altinay, 2014).
Latest technology
By taking into consideration latest technology the company can achieve a large market
share in effective manner. Technology helps the customers to gain knowledge about the latest
trends prevailing in the market. The information that is provided is related to the marketing
trends which assist customers to choose the hotel as per the need. Hospitality and tourism
industry should start giving focus on latest application so that customers can book by sitting
anywhere in the world (Riley, 2014).
If the companies adapt latest technology, then it can be easy to enhance the satisfaction
level of the customers and also to increase the image in the market. The hospitality and tourism
industry should give emphasis on energy management system so that the bills related to energy
can be minimized. A monitor sensor should also be considered and placed in the rooms so that
the lights can be switched off automatically when the visitors leave the room. Latest technology
also helps the company to gather the information of the customers, so that the activities can be
conducted smoothly (Chen, Chen, Kerr, Kerr, Chou and Ang, 2017).
There are many travellers who take into consideration some form of mobile devices with
them on road. So to keep customers advised about the changes there are many tourism and
hospitality industry who consider the use of mobile communication so to offer discounts and
location based advertising. With the use of latest technology the consumers are able to book and
compare prices. Booking engines helps to reduce the cost for travel businesses and also it gives
more control on the purchasing process.
Computer system also helps to communicate with different departments that make easier
to book rooms and to access the information that can enhance the guest experience. In hospitality
and tourism industry the use of internet technologies can increase the revenue. Online
advertising, social media can assist to convince consumers to select the location or business. The
companies should give exact images so that customers can know about the hotel they are
visiting. If the image of the hotel is not according to the expectation or the image given on
website then negative impact will be given on the image of the company.

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Eco friendly environment
Consumers give preference to the green surroundings. Hospitality and tourism industry should
give focus on maintaining the surrounding, so that customers can be attracted. The
accommodation services should also be improved by the industry so that profit margin can be
increased.

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References
Altinay, L., Paraskevas, A. and Jang, S.S., 2015. Planning research in hospitality and tourism.
Routledge.
Aragon-Correa, J.A., Martin-Tapia, I. and de la Torre-Ruiz, J., 2015. Sustainability issues and
hospitality and tourism firms’ strategies: Analytical review and future directions. International
Journal of Contemporary Hospitality Management, 27(3), pp.498-522.
Baum, T., 2015. Human resources in tourism: Still waiting for change?–A 2015 reprise. Tourism
Management, 50, pp.204-212.
Chen, J.S., Chen, J.S., Kerr, D., Kerr, D., Chou, C.Y., Chou, C.Y., Ang, C. and Ang, C., 2017.
Business co-creation for service innovation in the hospitality and tourism industry. International
Journal of Contemporary Hospitality Management, 29(6), pp.1522-1540.
Fraj, E., Matute, J. and Melero, I., 2015. Environmental strategies and organizational
competitiveness in the hotel industry: The role of learning and innovation as determinants of
environmental success. Tourism Management, 46, pp.30-42.
Harrington, R., K. Chathoth, P., Ottenbacher, M. and Altinay, L., 2014. Strategic management
research in hospitality and tourism: past, present and future. International Journal of
Contemporary Hospitality Management, 26(5), pp.778-808.
Ladkin, A. and Kichuk, A., 2017. Career Progression in Hospitality and Tourism Settings.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary Hospitality
Management, 26(5), pp.727-750.

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Mariani, M.M., Buhalis, D., Longhi, C. and Vitouladiti, O., 2014. Managing change in tourism
destinations: Key issues and current trends. Journal of Destination Marketing &
Management, 2(4), pp.269-272.
Nieves, J. and Segarra-Ciprés, M., 2015. Management innovation in the hotel industry. Tourism
Management, 46, pp.51-58.
Riley, M., 2014. Human resource management in the hospitality and tourism industry.
Routledge.
Singal, M., 2015. How is the hospitality and tourism industry different? An empirical test of
some structural characteristics. International Journal of Hospitality Management, 47, pp.116-
119.