This report delves into the multifaceted world of consumer behavior within the hospitality industry, using Radisson as a case study. It explores cultural and behavioral factors influencing consumer attitudes, examines changing consumer trends, and details the stages of the consumer decision-making process, from need recognition to post-purchase evaluation. The report also investigates the importance of market research in understanding consumer perceptions and mapping purchase paths, highlighting the role of marketers in influencing consumer choices. Furthermore, it differentiates between B2B and B2C business models in the hospitality sector, providing examples related to Radisson's operations and partnership. Finally, the report discusses various market research methods like surveys, focus groups, and observation, and examines how marketers employ these to influence consumer decision-making, concluding with an overview of the hospitality sector's significance and the impact of digital advancements on consumer behavior.