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Question :
This assessment will cover the following questions:
- Evaluate the needs and expectations of market segments for the hotel service industry.
- Generate the customer experience map to create business opportunities and optimise relevant customer touch points.
- Hotel Holiday inn is a UK based hotel chain. Explain the value and generate importance of understanding the needs, wants and preferences of target customer groups for Hotel Holiday inn.
Answer :
INTRODUCTION
The hospitality industry is the broad category of various fields in service industry which includes the lodging, F&B, event planning, accommodation and many more. Respective report is based on the Hotel Holiday inn which is an British Owned American brand of hotels. Respective report is based on the value and importance of acknowledging consumers needs and wants. Further it includes factors drive and influence consumer engagement. At last it includes the consumer experience map with customer touch points to enhance customer base positively.
TASK 1 (The value and importance of understanding needs and preferences of target customer group for hospitality services)
P1 Elaborate significance of understanding the consumer needs and wants of target audience in service industry
For an organisation it is very essential to access the consumers needs and wants appropriately to provide great experience to them. In hospitality industry market segmentation is very much important that helps to divide people in different groups with similar needs and common buying behaviour (Barker, 2020). Respective basis helps to target segment to use appropriate marketing activities. The target market of Hotel holiday inn is the people who belong from the higher income group and always prefer innovation, technological advancement in services. They use market segmentation to serve the specified people in best manner. By dividing consumers on the basis of age, interest and purchasing power to provides services in the best manner.
By using different ways to profiled consumers as per the consumers needs and wants to offer services appropriately. So in the induction training pack it has to be instructed to use STP in order to choose consumer base to serve in best manner (Cheu, 2019).
With the help of STP model Hotel Holiday inn can be able to offer services as per the consumer needs that are as follows:
|
Prospective Customers |
Needs,wants and preferences |
|
Young Adults |
Fusion food, Bars and drinks, Good facility of staying, Wifi and music with arrangement of dance. |
|
Families |
Worth ful arrangements and facilities as per money offered, comfortable facility of staying and transportation, healthy food and valet parking. |
|
Business/ Premium Class |
For high profile consumer base they always demand the highly technological advance products such as digital check in and check out, luxury services and food, visualisation effects and many more. |
P2 Explore various factors which influence consumer engagement in regards of different target customer group
For an organisation consumer engagement plays very much important role to serve them in best manner (Grobman and Caughey, 2019). In context of Hotel Holiday inn they use different ways and strategies to connect with differ class of people.
Discount packages and use of social media:
In context of Hotel Holiday inn to engage with young people and economy class people provide discount packages as money matters for them. To acknowledge interest and choices they track youngsters on their social media to serve them accordingly. By providing discount vouchers enchant consumer attraction p
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