“Eat Your Greens” Trend’s Consumer Knowledge Impact in the Hotel Industry

If you are a hotelier looking to attract an important today’s niche market, then consider investing your efforts in following the vegan/organic trend. Indeed, there has been a rising interest in vegan diets that are becoming very popular especially among millennials. Indeed, this generation is significantly driving the hotel industry. According to the organization The Hotel Network (Links to an external site.), millennials are recognized for being travel-demanding. They are also known for their fascination to explore the world and live unique experience following the new market tendencies. Thus, the vegan movement should definitely be considered in your hotel food and beverage departmental strategies. If your restaurants are dominated by meat-based specialties, it is time to reinvent your menus in order to attract a very profitable audience nowadays.

How is the Vegan Trend Defined?

The Vegan trend can be defined by a lifestyle people adopt aiming at avoiding animal products in their food consumption. In fact, vegans do not eat meats, dietary products, eggs and any substance derived from animals. This movement has boomed due to growing concerns about animal rights and environmental reasons.

Consumer Knowledge Propelling the Shift in Consumer Behavior

Consumers nowadays are becoming more and more conscious about issues related to animal welfare, sustainability, well-being and health. As a result, there is a growing interest in vegan-products helping customers to commit to these popular causes.

As there is an increasing guest’s awareness when it comes to sustainable food, hotel professionals predict higher demands in the coming years. As a response to these rising concerns among hotel guests, numerous properties have adapted to the new organic/vegan food trend in their kitchen to satisfy the mindful guests.

One of the most famous hotel corporations in the world Hilton has partnered with the World Resource Institute (Links to an external site.)which has allowed the hotel group to be recognized for its commitment to serve food that is climate-friendly. In addition, this has made the company become popular for offering food that has low impact on greenhouse gas emission. Indeed, Hilton that is the first hotel group in the world has understood the awareness of its guests about the impact of food on the environment. Thus, its properties’ leaders have effectively trained its team members to be up-to-date with menu strategies.

Besides, #EatForthePlanet is one of the most famous movement on social media which reaches millions of followers especially among millennials. This shows how people are embracing these dietary habits and that it is essential for hotel operators to understand it well.

Hotel Industry Adjusting to Rising “Eating Green” Consumer Behavior

As hotel guests are increasingly interested in ordering vegan/ organic dishes, chefs have been forced to craft new menus to follow the innovative pace in the hotel industry. According to an investigation conducted from Kimpton hotel chain, (Links to an external site.) sommeliers, chefs and managers agreed that menus have to include wider vegan/ organic options to satisfy many of their hotel guests.

As food and beverage accommodation is an essential part of a hotel service, many potential guests nowadays would be looking at if a particular property is vegan-friendly to influence their booking choice.

Just a couple of years ago, certain vegan ingredients would not have been particularly well-perceived by guests. For example, according to a 2020 trend report from Kimpton hotels, (Links to an external site.) medicinal herb incorporated into dishes were found to be the favorite ingredients on its restaurants menus. These likely would not have been accepted by many guests if implemented in the past.

According to Nathaniel Farrell (Links to an external site.), the chef from the Laureate restaurant at the Hyatt Regency in Manchester, “plant-based products are reaching levels and, in some cases, surpassing the quality and taste of non-plant based dishes”.

A changing demand has been recorded in the industry which allowed hotel administrators to elevate their menus. Through experimentation and innovation, hotel chefs have “wowed” hotel guests through creating dishes that appear and taste like meat. Hotel chefs have created unique specialties with Impossible Foods (Links to an external site.) that mix 17 ingredients to taste and look like a real piece of “meat”. Indeed, Impossible Meat includes as much protein as in real beef. They are a must to appear in menus as they are pioneers in the vegan market.

As vegan-dietary preferences have been coming to light in the recent years, it is becoming crucial for your hotel team to think about tasty plant-based specialties you could implement in your menus appealing to a wide target audience. Menus in hotel restaurants will likely have plant-based food options representing greater shares of it in the future ahead. If you are looking to gain an advantage over your competitive set, show the dynamism of your property adapting to the new vegan food trends. Follow the fashion and start acting now with your food and beverage team to drive more booking conversions to your property!

Building Brand Familiarity to Boost your Hotel Occupancy

Are you a hotel professional willing to have your target audience looking at your brand more favorably? Then, you have to think about developing marketing strategies aiming at having your potential customers repeatedly exposed to your brand so they develop a special affinity with your property. As people are more attracted by the known than the unknown, they will likely choose to book a stay at your hotel as they will unconsciously think it is the safest option. Building your brand’s familiarity will allow your hotel to direct the attention of your prospect guests towards your property rather than the one of the competitors. Be ready to gain a competitive advantage through developing a strong brand familiarity for your organization.

What is Familiarity Principle and How is it Defined in the Marketing Context?

The familiarity principle can be explained by the tendency of people to develop preference for anything they have repeated exposure to. In other words, humans are inclined to perceive in a better way what they recognize. In the marketing framework, people are likely attracted to a brand that they already know as it reduces risks and uncertainty in their minds. As a result, leveraging your hotel brand familiarity will highly contribute in the success of your marketing efforts.

How to Proceed to Develop your Hotel’s Brand Familiarity?

Brand familiarity can be furthered through having cohesive messaging across the various communication channels you use. As you will consistently repeat your value proposition in numerous promotional campaigns, your target audience will become more and more familiar with who you are as a hotel. The key is to create a simple, clear and powerful storytelling that is likely to be remembered by your potential guests. As you manage to favor repeated exposures of your brand among your customers, they will be inclined to your offer and will be tempted to book a stay at your property.

Retargeting – An Example of Technique Used to Grow Brand Familiarity

According to the marketing organization Mailchimp (Links to an external site.), retargeting is a famous digital marketing method aiming at reminding website users of certain products or services they demonstrated interest in when visiting a particular site. Those advertising campaigns usually appear in other websites with relevant text or visual ads that could be created through different platforms such as Google ads, Facebook ads or Linkedin ads. Below is an example of a hotel retargeting campaign:

Image taken from: https://www.pegs.com/resources/three-hotels-increase-return-on-ad-spend-by-150-with-facebook-travel-ads/ (Links to an external site.)

Retargeting has proved to be an efficient marketing technique to strengthen ties with customers and make brands resonate in people’s mind. Advertising your property through retargeting is a powerful way for your audience to build a positive association with your hotel brand. As a result, this method can allow your potential guests to have unique feelings of trust and recognition towards your hotel. Thus, this increases the chances of booking conversions as people will likely appreciate your brand more than ever and support your business.

To sum up, people will always have a preference on what is familiar to them. That is the reason why it is essential for you as a hotelier to start thinking about building brand familiarity. Indeed, people would rather stay at a hotel with which they already had some types of interactions with. People are likely relying on previous experience with a particular hotel brand before proceeding with a booking purchase decision. As you will allow steady exposures of your messaging to your target market, it will be on people’s top of mind when they are thinking about booking a hotel stay. It is time to think about the best strategies you could implement like retargeting to achieve the highest level of brand familiarity and boost your hotel room’s occupancy. Remember that it pays to be familiar!

Consumer Decision Making Process in the Mobile Phone Industry

The smartphone market has experienced drastic advancements as consumer needs and wants have been evolving with all the significant innovation particularly happening in this industry. In this new era, mobile phones have been the most important technology adopted in households. Smartphones have become an important component of people’s daily lives in terms of communication. In this highly competitive industry, manufacturers have to strive to design state-of-the-art mobile phones containing the most advanced features to be able to stand out and capture higher market shares. As the competition is wide, organization have to make sure to communicate well the elements making their products distinguish from the market. As a marketing professional, it is important to be familiar with the consumer decision making process. In this way, you will facilitate the marketing funnel when selling your phones.

How is the Consumer Decision Making Process Defined?

The consumer decision making process can be defined by the different stages people have to go through before deciding to purchase a product or service. In order to attract more customers and maximize your organization’s profits, it is crucial to have a good understanding of every single step of this process and not only the sale stage. Indeed, many different factors determine the consumer’s behavior before they move forward with a purchase. Below are the different steps of the consumer decision making process illustrated and the explanation of each stage:

Picture taken from: https://animasmarketing.com/consumer-decision-making-process/

Need Recognition: This is when a consumer realizes that there is a need requiring a solution.

Information search: At this stage, people are looking for what really fit their needs. Consumers here are looking for information about the different competitor’s offers.

Evaluation of Alternatives: After the consumers pursued research about the products or services that can help them solve their problem, they assess the different options and think about what is best for them.

Purchase Decision: After consumers pursued several research about what is existing in the market, they finally come up with their last decision and proceed with the purchase.

 Post-Purchase Evaluation: At this stage, the consumer analyzes the purchase decision and determine how delighted he/she is after buying the product or service.

Consumer Decision Process Insight in the Phone Industry

As the mobile phone industry is constantly innovating, people usually feel the need of changing their phones as theirs become quickly outdated compared to what is existent in the market.

According to the organization Virtuosity specialized in technology solutions (Links to an external site.), many people nowadays feel the need of buying the newest for a status symbol purpose and feel the sense of belonging to a society highly attracted by novelty nowadays. As a result, social influence has been at the center of marketing communications for smartphone companies.

Besides, a study conducted by Mesay Sata (Links to an external site.) found the different elements that consumers are mainly looking before taking the decision to buy a smartphone. Those are the determinant factors influencing the consumer decision making process according to this research: social factors, price, features, brand name, durability and after sales customer service.

As the smartphone market is huge and offers so many alternatives in terms of products offering, consumers are likely looking for a device that has the greatest value for the money they will pay. Indeed, the same research mentioned previously states how price is a main consideration when deciding to purchase a mobile phone. As a marketer, it is very important to distinguish in terms of price-quality benefits of the smartphones you are selling to attract customers in this very dense market.

Furthermore, features have been found to be one of the most important elements that people research when looking for different options according to several research. It is crucial for marketing professionals to focus on communicating the technological characteristics making their smartphones unique. In fact, in the information search stage, people are mainly comparing the different features that several phones offer before deciding which one best fit their needs. As a marketer, make sure to promote and describe well the features of your phones whether it is the screen, camera, bluetooth, battery, speaker etc which are the top-ranked features customers are looking for when searching different alternatives according to the technology organization Engadget. (Links to an external site.)

In this highly competitive market, it is important to develop a powerful branding. In fact, people are significantly looking for smartphones of high quality that have a strong brand reputation. Therefore, having an effective branding strategy is a must as people are likely moving forward with a purchase when the brand is known especially in this industry.

In order to favor a positive post-purchase evaluation, it is important to consider to communicate well the customer service that you have available after the purchase. Knowing that there is an existing customer support will likely reassure consumers at the time of the purchase who will likely have a positive assessment of your brand.

Now that you know the different stages of the consumer decision process, rethink your marketing strategies based on the tips suggested previously. You will be surprised how your understanding of this process will help you develop effective plans to attract more customers and convince them in taking actions by purchasing the smartphones offered by your company. As you will be thinking about the different stages while designing your promotional activities, you will be able to better reach your audience and converting them into valuable customers. As you have a good understanding of this process, you will be a more successful and result-oriented marketer significantly maximizing profit of your company.




What Convince People to Say Yes when Making a Purchase Decision ?

What Convince People to Say Yes when Making a Purchase Decision ?

Are you a marketing professional looking to persuade your customers to buy your products or

services ? Then, it is imperative to understand human psychology and what drive people in

the selling process. You should consider mastering the 6 elements of persuasion used by

marketers but also many experts in other sectors such as politicians. Those elements of

persuasion were suggested by Doctor Robert Cialdini, famous author and professor known as

the The Godfather of Influence “. Those persuasive principles are commonly applied in all

industries around the world and have demonstrated to be powerful to influence consumer

behavior. Below are the description of the 6 elements of persuasion and tips to apply them

effectively :

1. Reciprocity :

It is important to consider offering what you are expecting to receive. As people love favors,

they are likely to return these gestures to you. Indeed, by receiving special attention from you,

consumers will be more convinced to consume your products and be generous. As a marketer,

you should consider offering free samples to be successful with your sales. To apply the

principle of reciprocity, it is highly recommended to offer small gifts or show acts of

kindness. Furthermore, the more you are able to personalize your customer’s experience, the

more they will show appreciation to your products and services. In her article, the

entrepreneur Sarah Belyh suggests to make your customers look extraordinary or special. This

expert illustrates this idea with a research that was done in the past. The research found that

including a candy with the check in a restaurant would make customers give higher tips. The

results of this research show that women give 21% more tips and men were found to give

18% more tips when the server offers a candy at the end of the meal (Belyh, 2020). In that

way, they will likely be more receptive to your products or services as they will experience

this feeling of obligation according to Doctor Cialdini.

2. Scarcity:

The principle of scarcity depends on the law of supply and demand. It is all psychological and

and people are often attracted by products that are scarce and that are not widely available.

People are feeling so special when they buy a product or service that is not easily accessible as

it gives them this sense of exclusivity. A lot of companies use this strategy by describing the

products as rare to attract customers. It is a popular technique used by companies for

promoting their products or services. Indeed, the more you show your customers how your

products are unique, the more they appreciate it. As a marketer, it is important to use the right

verbiage to present your product or service as a one-of-a-kind. According to the expert Sarah

Belyh, people feel so privileged if they are able to purchase products that marketers present as

being difficult to get (Belyh, 2020).

3. Authority :

It is highly recommended to show expertise to your customers as previous studies found that

is very attractive. People will more rely on you and are likely to buy your products when they

know you have experience in your field. You are able to convince your customers that they

can trust you when showing them how highly knowledgeable you are about what you are

selling. It is important that you insist on your qualifications and skills during a conversation

with your customers as it makes you more credible. For example, displaying your certification

and diplomas in the office where you receive your customers can really influence them when

making a purchase decision as they are more likely to trust your words (Belyh, 2020).

Furthermore, a lot of businesses make their employees wear a uniform as it is a way to show

an image of professionalism and give authority. As an example, Doctor Cialdini mentions a

real estate company that increased its sales because of having their customer service agents

telling first about their expertise and credentials (Cialdini, 2012).

4. Consistency :

As people like to commit, it is important that your company works on making their guest

consistent. When companies succeed to commit their customers to a specific product or

service, it can be highly attractive. The journalist Marc Schenker illustrates this idea with the

following example. Indeed, when a company ask you to enter your email address in their

website, you will likely feel this sense of commitment to them as you will consider yourself

as a company’s customer (Schenker, 2019). This increase your chance in developing an

interest to buy the company’s products or services. For instance, another way to build

consistency could be to write down your offer and make your customers sign it.

5. Consensus :

People highly rely on what other people like. In the purpose of achieving social credibility,

people would use what others are using. Considering this, marketers can influence consumer’s

behavior through telling what other people are already doing. It is highly favorable to

companies to have reviews and testimonials from people to achieve consensus. It can be even

more attractive if influential people get to share their experience as people are more likely to

follow them. Many studies have shown that purchase decisions can be based on what other

people are doing. This principle is also called social proof suggesting that it is crucial for

companies to investigate what other like. In this way, they can sell products or services

contributing to social acceptance and be successful.

6. Liking :

It is crucial for marketers to build the liking process with their customers to be more

appealing to them. Doctor Cialdini present three elements that are important to consider to

understand this principle of persuasion. In fact, people consider others that are similar to

them. They also appreciate people who give them compliments and who are cooperative. He

mentions that it is important to exchange information about each other and finding similarities

in terms of likings as it can highly influence customers in the negotiation process. Doctor

Cialdini insists on the power of offering genuine compliments to your customers as people

will likely be appreciative and buy your products and services (Cialdini, 2012). Indeed,

people are likely to conclude business with someone they built a good connection with and

are likely to be flattered when receiving thoughtful and sincere compliments. Finally, it is

important to show that you are involved in their ambitions and goals (Belyh, 2020).

If you are willing to know more about elements of persuasion and want to look at examples,

the expert Brandon Gaille created an informative and interactive illustration that explain

those concepts. Now that you know those principles of persuasion, consider thinking about

them when trying to sell to your customers. In this way, you are likely to convince more

guests to purchase your products or services.