© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Chapter Seven Understanding Individual Customers

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Characteristics of Customers  Needs and wants –Behavior Primacy Theory –Maslow’s “hierarchy of needs”

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Buying Decision Process  Search process  Stimuli selection  Perceptions  Reality is perception  Beliefs  Needs, wants, and problems  Alternative evaluation  Attitudes  Alternative comparison  Expectations  Choice intentions  Behavior  Perception vs. reality  Outcomes

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers  The Business Traveler –One of the most desirable segments –First consideration: location –Second consideration: reputation and price –Know the price range for market conditions

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.)  The Pleasure Traveler –Travel for a non-business purpose –Powerful segment for restaurant industry –High growth potential market –Major segment: family travelers –Major segment: visiting friends and relatives

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.)  Resort Market –Need to fulfill the idea of vacation –2/3 pleasure, 1/3 business/conference attendees –Trend toward shorter, more frequent trips

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.)  The Package Market –Offering a room and amenities for one inclusive price –Developing packages  “Sum is cheaper than the individual parts”  Offer amenities the consumer might not purchase individually  Make it hassle-free –Club Med, Sandals

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.)  The Mature Traveler –Aged 55+ and a sub-segment of the pleasure market –A growth segment –Not a homogenous group –More flexible travel patterns

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.)  International Travelers –A growth segment –Bordering countries provide the most tourists –Complex and heterogeneous –Tour operators make up 70% of U.S. international travelers –Hospitality is a global market, regardless of intention

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.)  Free Independent Travelers (FIT) –All travelers that don’t fit into another category –Can be a substantial portion of a hotel’s customer base

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition