Hospitality Consumer Behaviour: Factors, Trends & Marketing Influence

This report examines consumer behaviour within the hospitality industry, focusing on Hilton as a case study. It analyses various factors such as cultural, social, personal, and psychological influences on consumer decisions, highlighting the impact of digital technology on changing consumer trends. The report discusses the stages of the consumer decision-making journey, emphasizing the importance for marketers to understand and influence this process. It also evaluates different research approaches for understanding consumer behaviour in both B2B and B2C contexts, and critically assesses how marketers can effectively engage with consumers at each stage of their decision-making journey to enhance their experience and satisfaction.

Hospitality
Consumer
Behaviour and
Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................4
LO 1 Examine the various factors which influence the consumer behaviour in the hospitality
industry............................................................................................................................................4
Give the explanation o how the different factors such as cultural, social, personal and
psychological influence consumer behaviour and attitude in context of the organisation
chosen. ........................................................................................................................................4
Explain how the consumer trend are changing due to the impact of the technology .................5
Critically analyse how the different factors influence the customer behaviour in the hospitality
industry .......................................................................................................................................6
Critically analyse the emerging trends in consumer behaviour and attitude ..............................6
LO 2 Demonstrate the ability to map a path to purchase in context of the hospitality industry .....7
Discuss the stages of the consumer decision making journey in relation to the hospitality
services .......................................................................................................................................7
Explain the importance of map a path for the marketers to purchase and understand the
consumer decision making .........................................................................................................8
Evaluate how marketers are responding to the consumer decision making process ..................9
LO 3 Evaluate different forms of research to understand the influence on the hospitality industry
..........................................................................................................................................................9
Explain the key differences of the hospitality decision making process in context of B2B and
B2C ............................................................................................................................................9
Evaluate the different approaches to market research and method used for understanding the
decision making process ..........................................................................................................10
Critically evaluate how the different factors influence on the hospitality decision making and
buying behaviour ......................................................................................................................11

LO 4 Evaluate how the marketers influence the different stages of the hospitality consumer
decision making process ...............................................................................................................11
Explain how marketers can influence the different stages of the hospitality decision making
process ......................................................................................................................................11
Critically evaluate how marketers can evaluate each stage .....................................................12
Critically evaluate the application and approaches which influence and impact on the
hospitality industry ...................................................................................................................12
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The term consumer behaviour is defined as the study of the people whoa re consumer the
various products and services. This is related to the behaviour which is involved in their purchase
decision making. The study of the consumer behaviour involves the various aspects such as
understanding what influences to purchase the products. It is very essential for the marketer to
understand and interpret the consumer data, behaviour and feedback into the conclusions which
can be used by the business organisation into the development of the product and services and
the customer support services. This report is based on the hospitality industry and the
organisation which is taken into consideration is Hilton. It is the hotel and resort which is the
global brand of the full service and it is the flagship of the American multinational hospitality
company. The organisation was founded by the Conrad Hilton. The organisation is spread over
the world wide as it has over 584 hotels in across the six continents(Parsons, , Maclaran and
Chatzidakis, 2017). This report will include various topic such as different factors which can
influence consumer behaviour, how the consumer trend are changing due to the digital
technology, stages of consumer decision making, importance of understanding the consumer
decision making for the marketers and how this can influence the marketers
TASK
LO 1 Examine the various factors which influence the consumer behaviour in
the hospitality industry
Give the explanation o how the different factors such as cultural, social, personal and
psychological influence consumer behaviour and attitude in context of the organisation
chosen.
The consumer behaviour defines the consumer actions and underlying the motives of
such actions in the marketplace. There are various factors which are responsible for the
consumer buying decision.(Adnan, Nordin, and Rahman, 2017). So, here it becomes very

important fro the marketers to identify the various factors which influences the consumer
behaviour in the hospitality industry. The various factors are discussed below:
 Cultural- This is the factor which includes the various aspects such as the status of the
people, and the beliefs which is been followed in the different cultures and it depends on
the society and various other aspects. It is very important for the hospitality industry and
that to for the Hilton organisation that it provides the services according to the different
cultures. For example the hotel has the different kind of drinks for the high class people
who prefer that and also it have the soft drinks for the different people who prefer to not
have the alcohol.(Eger,.,and et.al., 2021).
 Social- This is the factor where it is been identified that the people around influence the
consumer behaviour and their decision making. The social factor can include the
influence of the family, friends. In relation to the Hilton it is important for the
organisation to consider this factor and have the various themes base services such as
include the light soft music in the hotel and various indoor games which can attract the
customer
 Personal- In this factor includes the personal aspect of the individual which can be the
age, gender, income etc. the consumer behaviour and decision depends on the personal
interest of an individual. In relation to the Hilton it is important for the marketer that they
look for the customers lifestyle and adopt the various aspects in their services which can
develop their interest in the organisation.
 Psychological- This is one of the major factor which have a great influence of the
consumer behaviour in the hospitality industry. This includes the motivation, perception,
attitude , belief which can influence the decision of the consumers. In relation to the
Hilton it is important for the organisation that it consider this factor and adopt the various
changes in its services which can change the mindset of the individual in availing the
services. It is important for the organisation to provide the luxury room with the free Wi-
Fi facilities which help in attracting customers(Civero, Rusciano,. and Scarpato,, 2017)
Explain how the consumer trend are changing due to the impact of the technology
The advancement and the development in the digital technology has made the consumer
aware about the various chipsets. The latest technology has helped the consumer to know the

information of the products and services and this has become more important for the marketers
to produce the right kind of products and this has lead to the change in the consumer buying
behaviour of the products and services. There are various impact of the digital technology over
the change in the customer trend which is discussed below:
 Customers are more aware and connected- This is the most important for the
marketers of the organisation. As the individual is more connected to wards the brand
because the customer is aware about the products and services through the social media.
It is very important for the Hilton hotel o include the online services properly that the
customer can book from the online services and the reviews also matter for the hospitality
industry which impact the change of the consumer behaviour(Torres‐Ruiz, Vega‐
Zamora, and Parras‐Rosa, , 2018).
 Market research and product comparisons- As now a days every individual has a
perspective of having a great research of the product or service which help them to
identify the best service or the product in the market. Due to the technology this has made
the task easier for the consumers which has impacted in the change of the consumer trend
in the market. So in relation to the Hilton it is very important for the organisation to
differentiate its se4rvices form the competitors as the customer seek for the best in the
market.
 Sharing of the reviews- This is the most common which is been identified now a days
the people focus on sharing the experience with the hospitality industry over the internet
which lead to the changing customer trend. In relation to the Hilton it is very significant
aspect that the organisation focus on serving the best services so that it can create the
brand image of the and this can lead to the positive image of the company in the minds of
the customer(Carter, and Yeo, , 2018).
Critically analyse how the different factors influence the customer behaviour in the hospitality
industry
From the above discussed it is identified that there is the high impact of the various
factors on the consumer behaviour. The social, personal, cultural and psychological impact the
consumer buying pattern and behaviour. It is been analysed that the Hilton needs to be aware of
the factors and bring the changes in its services so that the customers are attracted towards the

organisation. The social and cultural factors play the vital role in the influence of the customer
behaviour. There is the influence of the family and friends over the hospitality industry.
Critically analyse the emerging trends in consumer behaviour and attitude
It is been analysed that due to the digital technology there is the great impact of the
change in the consumer trend. As because of the technology now a days people are aware about
the information related to the products and services and can compare the product or service from
the different brand. This is the most common factor which need to be analysed by the Hilton in
order to be competitive in the market. Because of the social media the customer is aware about
the product and its services and have the knowledge of the various brands(Wozniak, ,and et.al.,
2018)
LO 2 Demonstrate the ability to map a path to purchase in context of the
hospitality industry
Discuss the stages of the consumer decision making journey in relation to the hospitality services
It is very important to understand that there is the process of the consumer decision
making where the consumer go through the different stages while making decision to purchase
any kind of the product or service. The various stages are discussed below in context of the
hospitality industry :
 Problem recognition- This is the first stage of the consumer decision making process
where the individual focus on the need of the product of service. The need is based on the
personal interest of an individual and in context of the product or service. Here the
customer identify their needs related to the hospitality industry that which type of service
they need to avail.
 Information search- This is the second stage where the consumer focus on collecting the
search information related to the service . The search can be from the various
advertisements, magazines etc. this is an important aspect for the consumer because of
the globalisation and diversification of the services. In context of the Hilton the customer
will review on the site from the google(Ali,., and et.al., 2019)

 Evaluation- This is the stage where the consumer access the services including its
features, guarantees and performance based research. This is the stage where the
consumer books the hotel based on its research and avail those services.
 Decision- This is the stage where the consumer makes a particular decision. At this stage
the consumer consider all the aspects of the information and feedback collected and
reaches to a conclusion.
 Buy- This stage is refereed to as the purchase of the product or service Here in this stage
the consumer seek for the best services in winch they are satisfied and needs to identify
that whether they are able to meet the expectations which is been identified by the
consumer.
 Post purchase- This is the last stage of the consumer decision making where the
consumer evaluate after purchase results. This is based on the satisfaction and
dissatisfaction of the consumer after purchasing the services. It is very important for the
Hilton to satisfy their customers so that they are willing to come next time(Rather, and
Sharma, 2019)
Explain the importance of map a path for the marketers to purchase and understand the consumer
decision making
The marketers are the main important asset of the business organisation. They perform
the various activities and are the mediators between the organisation and the consumer. It is very
essential for the Hilton that the marketing team is able to influence and promote the brand in the
right manner to the customers. It is essential for the marketers to analyse the consumer behaviour
and what influences in their decision making by taking the regular feedback from the consumers.
this is important for the hospitality industry so that they can bring changes in the services
according to the current trend in the market. In context of the Hilton it is essential for the
organisation to involve their marketers t know about the customer and communicate with them
so that they can meet their exp4ectatuions. It is important for the brand to create brand mage n
the minds of the customers by knowing the various aspects which influences in their decision
making. It is necessary that marketer should develop a proper strategy to analyse the buying
behaviour of consumer at each stage.(Wang, , So, . and Sparks, 2017).
Marketers path man

 Need recognition: This is the point where the marketers need to make aware about the
product or service to its customers.
 Information search: It is very essential for the marketers to create the brand awareness
over the internet through blogging.
 Evaluate the alternatives: Marketers ensures that they must focus to influence targeted
buyers to consume specific services of the restaurant again and again by communicating
benefits of the services and facilities so that the customers will not go for any other
organisation.
 Purchase decision: here the marketer need to encourage its customers by asking for their
suggestions and giving them the bes experience.
 Post-purchase decision: Here, marketers share valuable comments and feedback to the
new customers in order to attract them
Evaluate how marketers are responding to the consumer decision making process
The marketers need t responds in positive way and adopt the changes in the hospitality
industry so that they are attract customers. The marketers need to identify the customers
perceptions. The customer decision making process is involved i=on the basis of the reviews of
the hotel which need to be maintained by the Hilton.
LO 3 Evaluate different forms of research to understand the influence on the
hospitality industry
Explain the key differences of the hospitality decision making process in context of B2B and
B2C
Decision-making process B2C B2B
Need recognition Here the consumer need to
analyse the need and desire as
per to their requirement . In
context of the Hilton it is
important that the organisation
focus on the marketing of the
In this the organisation to need
to collaborate with the
different partners in order to
meet the expectations of the
customers. For example for the
luxury room the Hilton need to

services in order to attract
customers.
develop luxury interior of the
rooms.
Information search Here the customer collects the
information about the product
or service through the various
medium
The Hilton need t focus on the
aspects of the competitors
where it need to find out the
various competitors
information to improve the
quality of the services.
Alternative evaluation Here the customer look for the
alternative options that which
services are better than the
other. This is the most
important for the customer to
look for the various price
differences in the hospitality
industry.
Here the organisation
concentrate on eliminating
those options which can not
beneficial to the company and
it is not adding value to the
services they are providing to
their customers.
Purchase decision This is the final decision for
the consumer where the
customer opt for the services
which they find better.
For the Hilton it is important
that the organisation make the
final decision of the
development needed to be
adopted in the hotel.
Post purchase decision This is the stage where they
customers makes the decision
of making the purchase of the
services again which is totally
based on the good experience
with the Hilton.
For the Hilton it is important
that the organisation analyses
which supplier is the most
usable for making the best
interior for the luxury rooms.

Evaluate the different approaches to market research and method used for understanding the
decision making process
The various approaches and methods which can be used by the Hilton in order to
understand the customer decision making process of the consumers is discussed below:
 Observation- This is the most common method which can be use by the Hilton in order
to understand the customer behaviour. In this strategy the staff members of the
organisation can focus on the expressions of the customers and observe their behaviour
within the experience of the services they are providing when the customer is coming to
live in the hotel.
 Survey This is the another research method where the organisation can focus on
preparing a questionnaire and which can asked by the employees to the customers at the
time of the checkout. This can help the organisation to identify the issued which need to
be addressed and what are the expectations of the customers from the hospitality industry.
Critically evaluate how the different factors influence on the hospitality decision making and
buying behaviour
From the above discussion it is evaluated that the consumer perceptions and the various
factors can influence of the hospitality industry to make the necessary decision in the hotel. It is
been identified that the Hilton need to be aware about the customer expectation and bring
changes in the room and the services of providing the different aspects such as the meals and the
indoor games which can attract customers(Dorcic, Komsic, and Markovic, 2019).
LO 4 Evaluate how the marketers influence the different stages of the
hospitality consumer decision making process
Explain how marketers can influence the different stages of the hospitality decision making
process
It is very essential for the marketers to understand the different stages of the consumer
decision making procve4ss so that they can have a competitive advantage. The explanation of the
different stages is given below:
 At the first stage the marketers can influence the customers and identify the various
aspects where the consumer need the break to spend their weekend in the hotel. The

marketers can suggest the various ideas to the organisation to identify the need for the
customers.
 Here as the customer gather the various information by seeing the pictures on they
internet. So in this case the marketers can focus on the presenting the visual picture son
the social media of the experience of the previous customers so that they can attract new
customers.
 The marketers can seek for the customers by asking to give the one chance to visit their
hotel so that the customer might get know of services provided by the Hilton.
 It is very important for the marketers to present well in the minds of the customer and the
brand image over the internet has a great influence the customer in the hospitality
industry.
Critically evaluate how marketers can evaluate each stage
There are various aspects in which the marketers can evaluate each stage of the consumer
decision making where the marketer need to focus on the visual pictures which is presented over
the internet for creating the brand image of the Hilton hotel.
Critically evaluate the application and approaches which influence and impact on the hospitality
industry
It is been evaluated that there is the hinge impact of the digital technology over the
change in the customer trend which need to be focused by the organisation. Also it is been
analysed that the various approaches such as observations and survey can influence the Hilton in
adopting the different aspect for the development in the services(Mahadevan, 2018).
CONCLUSION
From the above report it is conclude that the customer behaviour is the study of the
people and their perceptions in making the purchase decision of the products or services. It is
very important for the hospitality industry that the marketer focus on the various aspects and the
process of the consumer decision making so that they can meet their needs and demands. There
are various factors such as cultural, social, personal and psychological which influence the
customer behaviour. The consumer decision making process describes the various stages which
impact in the hospitality industry. It is important for the marketer to understand it and apply the
different approaches such as observations and survey can help the organisation. The difference in