ABSTRACT
This chapter aims to define the proverbial consumer and explain the applicable terminology of a hospitality consumer. Furthermore, this chapter explains the differences among generations travelling within the hospitality market and discusses how to meet the needs and wants of diverse generations within a volatile hospitality market. Trends that are impacting the hospitality industry and potential threats, internally and externally, are discussed in detail. In this chapter, the needs of consumers and ways to meet and exceed those particular needs are discussed, together with the key factors needed to devise a strategic plan to sustain consumers and to attract new consumers. This chapter also provides a discussion on the importance of internal and external stakeholders and the role of these stakeholders. Finally, it provides specific stratagems needed for hospitality businesses to remain competitive in their target market.
