Hospitality Consumer Behaviour and Insight: A Premier Inn Case

This report provides an in-depth analysis of consumer behaviour and insights within the hospitality industry, focusing on Premier Inn as a case study. It investigates cultural, social, personal, and psychological factors influencing consumer attitudes, and explores the impact of digital technology on consumer trends. The report examines the stages of the consumer decision-making journey, mapping a path to purchase for hospitality services and highlighting the importance of understanding consumer decision-making for marketers. It also compares and contrasts B2B and B2C decision-making processes within the hospitality sector, evaluates different market research approaches, and assesses how marketers can influence various stages of the decision-making process with relevant examples from Premier Inn. The study concludes by evaluating marketers' responses to the evolving decision-making process in the hospitality sector.

Hospitality consumer
behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context..............................................1
Explore how consumer trends are changing due to the impact of digital technology............2
TASK 2............................................................................................................................................3
Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service..............................................................................3
Mapping of Path to purchase..................................................................................................4
Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector..............................................................................5
TASK 3............................................................................................................................................6
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples..............................................6
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process...........................................................................7
TASK 4............................................................................................................................................8
Evaluate how marketers can influence the different stages of the hospitality decision- making
process giving specific hospitality examples.........................................................................8
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector......................................................................................9
CONCLUSION..............................................................................................................................10
References:.....................................................................................................................................11

INTRODUCTION
In the current competitive business environment, for the hospitality industry it is
becoming highly essential to understand the needs and wants of the consumers in order to thrive
for gaining competitive advantage (Kenyon, Robinson and Musgrave, 2020). The present report
is the deep study of consumer insights of the Premier Inn hotel. The Premier Inn is the largest
hotel chain and a subsidiary of the Whitbread PLC. The hotel is established on 1987 and is
headquartered in Dunstable, England, UK. The report will cover different social, cultural,
personal and physiological factors that can influence consumer behaviour and attitudes within
the hospitality industry. The consumer trends are discussed in relation to changing technology.
Further ability to map a path of purchase is discussed including decision making process.
Appropriate forms of research and how it influences on the hospitality consumer decision
making process is outlined in the report. At last the marketers influence on the different stages of
the hospitality consumer decision making process is discussed in report.
Main Body
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context
Consumer behaviour and attitude in context of the hospitality industry refers to the how
the guest of the hotel behave, act, feel and think while choosing a hotel for vacation or stay. In
hospitality industry there are different factors that brings a major influence on the mindset of the
consumer behaviour and attitude (Shah and Trupp, 2020). The different factors in context of
Premier Inn are discussed below:
Cultural factors: Premier Inn is the huge part of hotel industry where the customers come from
different geographical locations, have different religions, culture, language etc. Therefore, the
Premier Inn must take care of these cultural factors as it influence the customers behaviour and
attitude while deciding the place to stay. For example, if the Hotel will have different menu for
Chinese, Italian, Indian culture the company will able to positively influence the customers of
those areas as they will feel that Premier Inn recognise there needs and wants. Also the language
is the important cultural factor for Premier Inn hotel which company take care off. Therefore, the
hotel staff are trained for different languages in order to comfortably interact with guest as part
of god customer service.
1

Social factors: In context of hospitality industry the social factors are family size, customers
lifestyle, new social trends etc. all these factors creates the influence on consumers behaviour
while surfing hotels. The Premier Inn must improvise new luxury section with additional benefits
like personal pool, spa etc. in order to influence the customer with lavish and luxurious lifestyle.
The hotel must also design the rooms of all sizes as per the different family sizes as this makes
the customers comfortable in spending their price (Arsawan and et. al., 2021).
Personal factors: This factor includes age, income, occupation, nature of the consumers in the
hospitality industry. It very essential to develop the Premier Inn, structure, facilities, menu etc. as
per the different personal factors. The rooms should be priced for all income types, there should
be conference areas for different occupations. Also the age is important factors that Premier Inn
must keep in mind during menu creations are it is important to have food variety for kids, old age
and middle age people.
Psychological factors: different customers of the hospitality industry have different perception,
motivational factors, thinking about services etc. all these psychological factors do impact their
behaviour and attitude towards the Premier Inn. The Premier must gain deep insight about guest
preferences, their expectations towards the hotel service in exchange of money in order to
influence their behaviour positively towards hotel.
Explore how consumer trends are changing due to the impact of digital technology.
The digital technology is grasping the whole hospitality industry and its operations
through its features, advancements and ease of operating (Gardini, Ottenbacher and Schuckert,
2020). The consumer trends are also influenced by the digital technology in the hospitality
industry. The impact of digital technology on the consumer trends of Premier Inn Hotel are
discussed underneath:
 The digital technology includes social media channels like Facebook, Instagram, Twitter
etc. The customers of the Premier Inn are engaged into new trend of posting pictures of
food, venue, ambiance etc. over the social media of the hotel or restaurant they visit. This
trend is beneficial as this increases brand recognition.
 As an impact of Digital technology there is change in customers trends of booking the
hotel through gong and visiting place. As with the technology customers now search and
browse read review, see pictures and book a hotel. This trend is beneficial yet requires a
2

great concern for Premier as for this company must keep their websites updates and must
pay attention on online customer reviews.
TASK 2
Examine the stages of the consumer decision- making journey and map a path to the purchasing
for a given hospitality service
The consumer decision making journey or process is the series of stages with different
purpose that consumer goes through before the decision of an actual purchase. It the process by
which the Premier Inn can understand the consumer needs and also identify a path by which their
reach the final decision of actual purchasing (Santana, Thomas and Morwitz, 2020). The five
stages of the consumer decision making journey in context of the Premier Inn are discussed
below:
Problem (Need) Recognition: This stage is the first and crucial stage where the customers
recognise their aroused needs which may have arise due to the problem or a situation. In case of
the Premier Inn for the accommodation and food service of the hotel the customers recognise
when they are feeling to go out, stay in hotel, experience fun and relaxation. This problem is
essential to be identified by Premier Inn.
Information Search: The next stage in which consumers have already recognised their aroused
need and now require to search for valuable data in regard of the needs they require to fulfil. In
case of premier Inn hotel the customers of the hotel search different online sites, apps for the data
of different hotels. Therefore, for the company it is essential to keep their websites updates in
order to give the customers best information.
Evaluation of alternatives: the stage at which the consumers search for the alternatives in order
to choose best options. In case of hospitality industry, the Premier Inn consumers will search for
different hotels at the same price. Therefore the premier has a unique prices with the best quality
services.
Actual purchasing decisions: the stage in which consumer take final decision of purchase. The
customer of Premier Inn come and book the rooms or take the restaurant facilities. This stage is
profitable for the hotel.
Post purchase evaluation: the last stage where the customers evaluate their expereinec of using a
product or service in order to take the future decisions ragardiung the same purchase from same
3

place. In case of the Premier Inn the customers re view their experience in the hotel in order to
state their review and rating regarding the hotel.
Mapping of Path to purchase
The path to purchase is a process of 5 stages that needs a series of channels that is used
by an customer or exposed to customer by organisation in order to convert into a purchase. The
mapping of path of purchase of the Premier Inn Hotel is discussed below:
Awareness: At this stage the Premier Inn Hotel creates and awareness among the customers
about their hospitality services like food, accommodation etc. using the channels such as targeted
E- mails, Online advertisements etc.
Consideration: At this stage the Premier Inn use the Social Adverts, Word of Mouth, digital
coupons and TV adverts as an channel to communicate with customers so that customers can
consider their services in options while decision making.
Interest: The third stage where the websites, mobile apps and hotels are visited by the customers
in order to understand what different does the Premier Inn serves to their guest in their
hospitality services (Siebert and et. al., 2020). This stage is crucial for the Premier Inn as the
company can influence the customers through their services.
Preferences: The stage where Premier Inn will show their customers that what they prefer is
offered by the hotel in order to bring and attract the customers for the hotel. At this stage the
4

customers of the premier Inn will be approached through social networking sites and community
forums.
Purchase: The last stage where the purchase is done and Premier Inn will ask the customers
about the how much long they want to enjoy their hospitality service. The prices, the timings and
all the due procedure of the purchase will be conducted by the hotel.
Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector
Importance for marketers to map a path to purchase
 The mapping of path to purchase helps a marketer of a Premier Inn Hotel to step into the
shoes of their consumers and then analyse the business from the viewpoint of their
customers. This will help them in meeting the needs and wants of the customers easily.
 This also helps the marketer of a Premier Inn to know at which stage and through which
channel the customer is interactive with the business (Yu, Rothenberg and Moore,
2020).
 This also helps the marketer to gain the insights of the customers pain points and in what
manner the Premier Inn Hotel can improve their services in order to complete the
purchase of the customers or prospective customers.
Importance for marketers to understand consumer decision- making
 The consumer decision making process is useful for the marketers of the Premier Inn as
this will help them in understanding that at what stage and how the marketers can
influence their decisions in order to convert them into their actual customer's by
undergoing booking into hotel.
 The detailed and deep knowledge of the consumer decision making will helps the
marketer of Premier Inn in formulating appropriate strategies that can grab the customers
attention at the time of decision making process.
 The consumer decision making process will help the marketers to segregate their
marketing efforts as per the needs and also to understand at what period of time the
company should reach customers with offers and discounts in order to make up their
minds.
5

TASK 3
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples
Basis B2B B2C
Meaning The B2B refers to the buying
process in which there is
relationship between business
to business (Jesus and Alves,
2020). For example, Premier
Inn as an hotel has a business
with the different Online Food
delivery companies.
The B2C refers to the process
in which the business and
customer has relationship with
each other. For example, the
Premier Inn has all its
accommodation, restaurant,
spa, other facilities in hotel as
per the customer preferences.
Need recognition In B2B the needs of other
businesses is recognised. For
example, the Premier Inn
drives the need of the online
delivery companies and then
make the aware of new
opportunities to instigate their
needs.
In this stage the of B2C the
organisations try to understand
customers need. For example,
the Premier Inn create TV
adverts and social media
adverts to make their customer
s realize their needs.
Search for information At this the marketing
department of the Premier Inn
search for the different online
delivery companies and their
portfolio in order to prepare
the strategy to reach them
effectively. For example, the
company want to have hotel
that share extra profit margin
then Premier Inn will set the
In this stage the information is
searched by the customers
regarding the business. For
example is the customers of
the Premier Inn are looking for
the hotels in town then hotel
through their marketers give
them a best knowledge of hotel
services and facilities
6

contract accordingly. (Hollebeek and et. al., 2020).
Evaluation of alternatives At this stage the for example
the Premier Inn search for
other online delivery
companies and all develop
multiple plans to approach
them for a business that is
profitable.
At this stage the customers of
the B2C decision making
evaluate several options before
decision making. For example,
the customers of the Premier
will also look for the different
hotels and the competitors for
opting best services.
Purchase decision-making At this stage both the
businesses are ready to
purchase from each other. For
example, the Premier Inn has
decided to start the online food
service after the Covid-19.
At this stage the after all the
evaluation the customers take
final decision of purchase. For
example, when in Premier Inn
there are guest with booking
confirmation, customers at
restaurant table they have
reached this stage.
Post purchase decision-
making
The re- evaluation stage of the
B2B clients. For example the
Premier will reassure that all
the customers are receiving
their orders timely (Luri
Rodriguez, 2020). The drivers
picking up the order are well
mannered and keeping the
orders the safe.
The stage in which what
customer has experienced by
using the product of business
is re- evaluated. For example:
The Premier Inn provide their
customers with best experience
, customer service in order to
drive next booking in future.
7

Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.
When talking about consumer behaviour and insights the most important thing that all the
organisations must focus on is the appropriate market research. The market research as an
process helps the Premier Inn to understand the behavioural and attitude aspects of their guest
and prospect customers and also about their decision making. There are different types of
methods and approaches to conduct a market research that are discussed below:
Quantitative market research approaches
This market research approach refers to gathering and analysis of the data which is in the
form of facts and figures certainly graphical or numerical form of representations. Premier Inn
uses this form of market research approach in other to analyse the financial performance of other
businesses in the market which represents that this approach is more useful to the hotel in terms
of B2B decision making (Nikolskaya and et. al., 2020). Using this research approach the Premier
Inn also analyse their own position in market.
Methods of research
Surveys: Premier Inn use this method of research oftenly in order to analyse the perspective of
other business regarding the hospitality services of the Hotel. This helps the Premier Inn to
analyse the flaws in their services, food taste or quality etc. This method also used by Premier
Inn to recognise the market trends and to identify the view point of the buyers and suppliers
towards the quality of the service.
Qualitative approach of market research
According to the this approach of market research the theoretical data that does not have any
facts and figures or numerical data is analyse to recognise the market trends (Zuschke, 2020).
TASK 4
Evaluate how marketers can influence the different stages of the hospitality decision- making
process giving specific hospitality examples
With the detailed study of the decision making process of the consumers of the Premier
Inn it is analysed that marketers of the hotel has major influence at the each stage of the cycle of
decision making. The influence of marketers help the hotel to convert their lead consumers into
8

the actual buyers of their services bringing profitability to an organisation. Below is the detailed
study of how marketers of Premier Inn influence the different stages of decision making journey:
Needs recognition: At this stage the consumer try to recognise their needs. During this point the
Marketer's through their marketing campaigns, sales pitch, attractive offerings ignite the need in
consumers and also provide them solution to their problems (Kocziszky, Pererva and Pikhur,
2020). For example: Premier Inn marketers alluring advertisements and promotional campaign
with pictures of pool party, DJ nights, luxury rooms etc. influence the decision-making of
customer browsing over search engine for a place to stay and have fun during vacation.
Information search: At this stage the consumers look for multiple data related to their need
satisfaction. At this stage the role of marketer is to provide the prospect consumers with needful
information. For example: to gain the interest of the consumer towards the services of Premier
Inn the marketer at this stage will inform the consumer with different luxury facilities, discounts
on websites, music, food, spa, etc. to influence the consumer.
Evaluation of alternatives: At this stage the customer will evaluate the options. For example in
order to influence the customer the marketer of the Premier Inn will provide the consumer the
discounts or show what extra features, services and quality the hotel services has in compared to
the other hotels.
Actual purchasing decisions: At this stage the customer takes the final decision of booking the
services in Premier Inn hotel. For example the marketer at this point will try to convince the
customer to make the stay of two ore days in order to have combo offers this influencing helps
the Premier Inn to have more profit and also more stay of customer allow them to experience all
services of hotel (Mojumdar, A.K and et. al., 2021).
Post purchase evaluation: The last stage where the customer re- purchase the same service of
try a new one. In this stage the influencing power of the marketer of the Premier Inn plays a huge
part. For example the marketer of Premier Inn will regularly call or message the customer
regarding the special occasions at Premier Inn, new offers, holiday packages etc. in order to
robust the effective post purchase.
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector
Marketers of the Premier Inn closely analyse the process and perform some actions in
order to respond to the decision making of the consumers over their entire journey while
9

acquiring the hospitality services of the Premier Inn. Below is the discussion of how marketers
respond to the decision-making process:
Need Recognition: The stage in which wants and needs are identified. For example, the
marketers saw the consumers activity through search engine optimization and responded
through pops messages, adverts regarding booking in Premier Hotel, packages etc.
Information search: the stage data is searched regarding the need fulfilment. For example, the
marketer of the Premier Inn will highlight the hospitality services and will respond through
personal SMS and E- mails regarding the information of the company (Willcox, 2020).
Evaluating Alternatives: The stage at which customer evaluate different options. For example,
The marketer of the Premier Inn has recognised that the prospect customer is eliminating the
some options therefore, the marketer will keep showing the presence of the Premier Inn hotel in
the eyes of Consumer to stay in the count.
Actual purchasing decision: The stage where consumer buy the service of the organisation.
For example at this stage the marketer observed that consumer has passed all the above three
stages and has stuck here to gain the prospect consumer as actual customer of Premier Inn the
marketer will offer something unique to consumer as a response to such situation.
Post purchase evaluation: The last stage where the consumer has already experienced the
services of the Premier Inn and is evaluating the overall experience. For example any customer
of a Premier Inn that has a moderate experience at the stay. The Marketer will respond to such
customer through new offers and additional benefits to again reuse the services of the Premier
Inn (Zak and Hasprova, 2020).
CONCLUSION
From the above report it is concluded that for company's their consumers are the most
essential in order to have existence of the company. In hospitality industry in order to consumers
have mixed behaviour and reactions while booking a hotel, choosing a restaurant or any such
hospitality services. Therefore, the company must evaluate the deep consumer insights through
consumer decision making journey and also for a marketer of the company the mapping of path
of purchase is useful to analyse their prospect ad actual customer. Hence, marketer's of a
company has major influence at the each stage of consumer decision making.
10