Understanding the Different Types of Customers in the Hospitality Industry

• Hospitality
• Further Education (Key Stage 5)

Understanding the Different Types of Customers in the Hospitality Industry

Unit 19:  

Week 6 

Amy Brown

Learning Objective

At the end of the lesson:

- You will be able to define different types of customers that hospitality businesses have/target 

- Explain why these customers decide to make purchases of specific products and services/businesses

List different types of customers that you already know purchase products/services in the hospitality industry?

What are the Different Types of Customers?

Customers in the hospitality industry can be categorised into various types, such as;

- Individuals 

- Groups 

- Business/business travellers

- Leisure travellers

- Families, and local residents.

Customer Profile

- Age

- Gender

- Cultural Background

- Lifestyle

- Disposable Income

- Social Class

- Special Needs 

- Special Interests 

- Needs & Wants

Business Travellers

Business travellers are individuals who travel for work purposes, such as attending conferences, meetings, or training sessions. They often prioritise convenience, efficiency, and quality service.

Can you think of products and services offered in a hotel that might attract a business customer specifically?

Leisure Travellers

Leisure travellers are individuals or families who travel for pleasure and relaxation. They seek experiences, entertainment, and value for money.

Can you think of products and services offered in a hotel or restaurant that might attract a leisure customer specifically?

Families

Families form a significant customer segment in the hospitality industry. They have unique needs, such as larger accommodation options, child-friendly facilities, and activities suitable for all ages.

Can you think of products and services offered in a hotel or restaurant that might attract families specifically?

Local Residents

Local residents are customers who live in the vicinity of hospitality businesses. 

They can be regular patrons of restaurants, cafes, or bars, and their loyalty is often driven by factors like convenience, familiarity, and quality.

Factors Influencing Customer Purchasing Decisions

Customers in the hospitality industry decide to purchase based on factors such as price, quality,  ability to purchase, convenience, customer loyalty, reputation, recommendations, and personal preferences.

Decision Process

- Recognition of 'need' or 'want'

- Identifying availability

- Evaluating alternatives

- Purchase decision made 

- Post Purchase Behaviour

Conclusion

By the end of this session you now have a better understanding of the different types of customers in the hospitality industry and why they decide to purchase. 

Remember to consider their needs and preferences when developing marketing strategies.

Write down 3 things you learned in this lesson.

Have students enter three things they learned in this lesson. With this they can indicate their own learning efficiency of this lesson.

Write down 2 things you want to know more about.

Here, students enter two things they would like to know more about. This not only increases involvement, but also gives them more ownership.

Ask 1 question about something you haven't quite understood yet.

The students indicate here (in question form) with which part of the material they still have difficulty. For the teacher, this not only provides insight into the extent to which the students understand/master the material, but also a good starting point for the next lesson.