This report provides a comprehensive analysis of consumer behavior within the hospitality industry, using The Ritz London as a case study. It examines the consumer decision-making journey, outlining the stages from problem recognition to evaluation, and emphasizes the importance of mapping this journey for effective marketing. The report explores various approaches to market research, comparing B2C and B2B decision-making processes, and evaluates how marketers can influence consumer choices at each stage, supported by specific hospitality examples. The study highlights key factors such as location, social media, service delivery, customer preferences, and pricing strategies, illustrating their impact on consumer decisions and the overall success of hospitality businesses. The conclusion stresses the importance of understanding consumer behavior for strategic marketing, and for the performance of hospitality businesses.