What does the buying cycle refer to in the context of potential guests?

The buying cycle in the context of potential guests refers to the research process. This cycle encompasses the various stages that consumers go through when deciding to book a hotel stay, which typically includes awareness, consideration, evaluation, and then decision-making. During the research phase, potential guests search for information about different lodging options, compare prices, read reviews, and assess amenities to determine which hotel meets their needs.

Understanding the buying cycle is crucial for hotel and lodging managers because it allows them to tailor marketing strategies and engage with guests at each stage, from initial research to the point of booking. This effectively shapes their perception and experience even before they arrive, influencing their decision to choose a particular hotel over others based on the information and interactions they encounter.

Other options, such as the payment process, post-visit experience, and check-in procedure, represent different aspects of the guest experience but do not encapsulate the entire decision-making journey in the way that the research process does. Therefore, focusing on the research process highlights the importance of understanding potential guests' needs and behaviors in the context of their purchasing decisions.