One of the most difficult tasks that most companies face today is acquiring loyal consumers and creating a widely recognized brand. A bigger problem than acquiring loyal consumers or attracting new ones is keeping them and finding ways to satisfy their wishes and needs constantly and in the best and most efficient way possible. In order to attract customers in the right way, it is first necessary to research the market where certain products or services will be offered to the target group of consumers. Market research is carried out in such a way that, with the help of certain information, consumers, that is, buyers and the public, are connected with the offer on the market. The information obtained is used to detect or define problems on the market, as well as to detect opportunities and potential solutions. They are also used to understand marketing as a process and to monitor all marketing activities and improve marketing activities. Research for marketing purposes determines the information needed to solve certain questions and prepares methods for collecting information, manages the process, analyzes and communicates the results and their implications. The term consumer behavior most often refers to the actions or behavior that a certain consumer displays during the search, purchase, use and evaluation of a product or service offered by the provider. It is necessary to constantly monitor the purchase process itself and determine all factors within the process so that companies can successfully and efficiently meet the needs of their users. So, the purpose of studying behavior is to understand or investigate how and in what way individuals will spend their money and time in order to buy a certain product or service, and this process is very demanding due to the existence of a large number of different customers with different needs. The purpose of writing the thesis is to investigate brand loyalty on the example of the Hilton hotel. Secondary data for the preparation of the thesis were collected from scientific and professional literature and from Internet sites, and primary data were collected through research. Therefore, the goal was to investigate how loyal consumers are to Hilton as a brand and how often they use it and how satisfied they are with the services provided to them. The research was conducted on a sample of 100 respondents who stayed at least once in one of the Hilton hotels. The research was conducted in the period from June 1. until August 28, 2022. The results of the research show that users of Hilton hotels are loyal to the brand, especially because of the quality of the service, which is always at the highest level, and that they will remain loyal to the Hilton brand regardless of the destination they travel to.