This report analyzes consumer behavior within the hospitality industry, focusing on factors influencing consumer decisions, particularly within the context of the Malmaison Hotel. It examines the consumer decision-making journey, mapping the path to purchase and highlighting the impact of digital technology and marketing strategies. The report compares and contrasts the B2B and B2C decision-making processes in hospitality and explores various market research approaches and methodologies. Furthermore, it discusses how marketers can influence different stages of the hospitality decision-making process, providing insights into consumer trends and behaviors to help businesses optimize their strategies. The report covers aspects like consumer needs, information search, evaluation of alternatives, purchase and post-purchase stages and also factors influencing the decision making process such as marketing mix, technology and heuristic factors.