IMPORTANCE OF GUEST BEHAVIOUR IN HOTEL MARKETING

1. MR. RONIT RAJENDRA KHARADE
(ASSISTANT PROFESSOR & TPO)
IMPORTANCE OF GUEST BEHAVIOUR
IN HOTEL MARKETING

2. Importance Of Guest Behaviour In Hotel Marketing
•Cultural Factors
•Social Class
•Status And Role
•Personal Factors
•Psychological

3. Cultural Factors
Cultural diversity can have a significant influence on
the hospitality business. The study reveals
that cultural diversity is highly important
in hospitality business due to global customer-
related industry. However, this phenomenal benefit
has challenges as well, such as communication
barriers between employees.

4. Social Class
Social class is considered an external influence on
consumer behaviour because it is not a function of
feelings or knowledge. Usually, however, people are
grouped in social classes according to income,
wealth, education, or type of occupation.

5. Status And Role
In any business, a solid marketing strategy is critical
to building a brand, attracting new customers and
maintaining loyalty. These marketing efforts usually
include both print and digital collateral that target
former guests while also attracting new clientele.

6. Personal Factors
Needs, Wants and Motivation
Customer needs are the base of marketing and
satisfying them is the key to long-term success. If
there is a gap between what customers have and
what they would like to have, then a need will exist.
For example, flying business class and staying in
the most expensive resort hotel may be based on a
need for esteem.

7. Wants are the customers’ desire for specific
satisfiers of their needs. For each need, there can be
several wants. In order to satisfy the wants,
customers need to be motivated. Motives are
customers’ personal desires or drives to satisfy their
wants. Marketers have to suggest motives to
customers involving the use of objectives

8. Psychological
Psychology within the hospitality industry
markets hotels and restaurants in various ways,
including by making a personal appeal and offering
discounts. Managers in the hospitality industry must
understand the personality traits of customers and
employees as a step towards marketing the business.