This report provides an analysis of consumer behavior and decision-making within the hospitality industry, focusing on Heaven Holiday, a popular UK-based organization. It explores various factors influencing consumer attitudes, including cultural, social, personal, and psychological aspects, and examines how digital technologies are reshaping consumer trends. The report maps the consumer decision-making journey, highlighting the importance of understanding each stage for effective marketing. It also differentiates between B2B and B2C decision-making processes, providing examples and discussing different market research approaches. Furthermore, it critically analyses how marketers can influence each stage of the decision-making process, applying relevant theories and concepts to enhance understanding. The report concludes by summarizing the key findings and their implications for the hospitality sector.