JW Marriott and Consumer Behavior: Hospitality Insights Report

This report provides an analysis of consumer behavior within the hospitality industry, focusing on how various factors influence customer decisions and preferences. It begins with an introduction to hospitality and consumer behavior, followed by an examination of cultural, social, personal, and psychological factors that impact consumer choices. The report uses JW Marriott as a case study to illustrate these influences, highlighting how the brand considers factors such as religion, ethics, and food preferences to tailor its services. Furthermore, the report explores the changing customer trends driven by digital technology, discussing the impact of online services, customer interaction, and social media promotion. The report concludes by summarizing the key factors affecting consumer behavior and the challenges and opportunities presented by digital advancements in the hospitality sector, emphasizing the importance of adapting to evolving customer expectations and leveraging technology to enhance service delivery.

Hospitality Consumer
behaviour and Insight

Table of Content
• Introduction.
● Different culture, social, personal and psychological factors influence
customer behaviour.
● Changing of customer trends due Digital Technological.
● Conclusion.
● References.

Table of Content
• Introduction.
● Different culture, social, personal and psychological factors influence
customer behaviour.
● Changing of customer trends due Digital Technological.
● Conclusion.
● References.

The term Hospitality is refers about relationship between a guest and host where host attain
visitors or guest goodwill, including reception as well as entertainment of visitors. Product
of hospitality derives their services to fulfilling customer requests, industries which
consider in hospitality such as hotels, travel and tourism, resorts and hospitals. Consumer
Behaviour is study of individual groups or organisation and all the activities which satisfy
their needs and wants (Alonso and et. al., 2020). Actions which undertakes by consumer in
marketplace which supports to motivates for accomplishing requirements. By selecting
organisation from hospitality background is JW Marriott, it is an international American
based multinational diversified hospitality which support to manages and franchise a board
portfolio of hotels.
Introduction

The concept of Consumer behaviour derives about decision making process, influences as
well as action that creates influences at the time of consumer buying a product. Moreover,
consumer behaviour also helps to understand people's mind, purpose and other specification
that involves to increase revenue by targeting market (Antonio and et. al., 2019). There are
some important factor highlight in following that shows how consumer influence their
behaviour and attitudes:
Culture factor: This is first stage refers about an individual perspective which keeps
values, perception, behaviour even taste and preferences also matters which reflect culture
and subculture that received by families or rituals makes influence to follow religion.
Different culture, social, personal and
psychological factors influence customer
behaviour.

Sub culture: According to subculture is group of people within a culture existence who are different
from dominant culture that emphasis common interest, business or job related ethics, rituals, religion,
background and geographic location (Dann, Teubner and Weinhardt., 2019). In perspective of JW
Marriott, their hospitality team scrutinize each customer background such as religion, ethics, caste,
food preferences and others. This practise would help to attain knowledge about people to serve
them services as per accordingly.
Social factor: In this factor it defines about buying behaviour of consumer in terms of references group,
family, role and status.
Continue….

For example, services of JW Marriott can visible then customer reference group higher in
situation when people counted service having efficient skills.
Roles and Status: As different role of person possesses in society depending upon group,
clubs, family and organisation which refers where they belongs. For example: JW
Marriott, concerned to providing their services is not only personal care but also
professional care which support to influenced through role and status.
Personal factor: According to this factor it impact consumer behaviour where some of
important factor which influenced the buying behaviour such as lifestyle, economic
situation, occupation and age.
Continue….

Psychological factor: As in this factor it derives towards affecting buying customer
behaviour which is follows by JW Marriott through Motivators who contributing their
efforts for buying behaviour of customer. Perception is defines about making image or
having point of view about product and services which contains own choices to buy. Belief
and attitudes towards various product which customer get obsessed consumer buying
behaviour through which marketers are shows their interest. Above all aspect in
psychological factor considered by JW Marriott to evaluate customer behaviour effectively.
Continue….

By changing of customer trends through getting
existence by digital technology that enhanced by
hospitality. As per this section is explained on the
basis of situation of Cosmos Holiday as they faces
implication while not getting proper interaction:
Presence of Online Services: According to
internet services it has increase the mobility of
online shopping and other kind of business where
offline stores are facing more distraction in terms
of not getting engage with them.
Changing of customer trends due Digital Technological.

Less customer interaction: Due to different
resources optimise through technology up
gradation such mobile, Wi-Fi and better internet
services that arrives with flexible solution. As
these gadgets prevails less customer interaction
with companies.
Continue….

Promotion in Social Media platform: Through promoting goodwill of JW Marriott in
social media like LinkedIn, Facebook, google reviews and other digital marketing platforms
can boosts up their productivity as well as product and services integrate within marketing
promotion. By these activities enhancement to build customer interaction as well as retain to
provide different trait of offers and discounts. Even though, marketers of JW Marriott
provide service prospects to customer in online services to accomplish day to day outcomes.
Continue….

Through above report Hospitality Consumer behaviour and insight is come to summarised
to explaining about culture, social, personal and psychological factor which effects on
consumer behaviour as on religion, age, demographic and other aspects. Changing of digital
technology within the expectation of customer in terms of assorting internet booking,
feedback, fast and other rapid services. To creating challenges for hospitality as less
customer interaction , resources involvement high terms. By mapping a path journey which
helps to consumer behaviour in terms of buying attributes which faces challenges and
forces.
Conclusion

Alonso and et. al., 2020. COVID-19, aftermath, impacts, and hospitality firms: An
international perspective. International journal of hospitality management. 91.
p.102654.
Antonio and et. al., 2019. Big data in hotel revenue management: exploring cancellation
drivers to gain insights into booking cancellation behavior. Cornell Hospitality
Quarterly. 60(4). pp.298-319.
Dann, D., Teubner, T. and Weinhardt, C., 2019. Poster child and guinea pig–insights from a
structured literature review on Airbnb. International Journal of Contemporary
Hospitality Management.
References

Dootson and et. al., 2016. Where do consumers draw the line? Factors informing
perceptions and justifications of deviant consumer behaviour. Journal of Marketing
Management. 32(7-8). pp.750-776.
Hlee, S., Lee, H. and Koo, C., 2018. Hospitality and tourism online review research: A
systematic analysis and heuristic-systematic model. Sustainability. 10(4). p.1141.
References

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