This report provides a comprehensive analysis of consumer behavior within the hospitality industry, focusing on factors influencing consumer decisions, including cultural, social, personal, and psychological aspects. It examines the consumer decision-making process, mapping the path to purchase and highlighting the importance for marketers to understand these stages to effectively cater to customer needs. The report also contrasts B2B and B2C models within the hospitality sector and investigates the impact of digital technology on consumer trends, such as product comparison, changing expectations, and privacy concerns. Emerging trends like digitization and mobile app usage are discussed, along with their implications for hospitality businesses like Premier Inn. The report emphasizes the importance of understanding consumer behavior to enhance customer experience and satisfaction.