This report discusses the factors that influence consumer behaviour and attitudes within the hospitality industry. It also explores how consumer trends are changing due to the impact of digital technology. The report evaluates the stages of consumer decision-making and the importance of mapping a path to purchase. Additionally, it compares and contrasts the key differences of the hospitality decision-making process in the context of B2C and B2B. The report concludes with an evaluation of different approaches to market research and methods of research used for understanding the decision-making process.