This report provides an in-depth analysis of consumer behaviour within the hospitality sector, focusing on the factors that influence consumer attitudes and decision-making processes. It examines cultural, social, personal, and psychological factors, highlighting the impact of digital technology on consumer trends. The report maps the consumer decision-making journey, from problem recognition to post-purchase evaluation, and explores the importance of marketers understanding this journey to effectively target and influence consumers. It also compares the differences in decision-making processes between B2B and B2C contexts within the hospitality industry, and discusses various market research approaches that aid in the decision-making process. Furthermore, the report evaluates how marketers respond to and influence different stages of the consumer decision-making process, providing examples from the Intercontinental Hotel Group (IHG) plc. The report concludes by emphasizing the importance of understanding consumer behaviour for hospitality businesses to succeed in a competitive market.