During the 20th century, marketing managers, brand managers, and marketers have formed a classic marketing approach which defined consumers as rational, benefit-oriented decision makers. Today's consumer, however, has become a more emotional decision maker than a rational one. The relevance of the study is determined by the fact that consumers not only pay attention to the functional value of the product or service they provide, but also assign great importance to the pleasant feelings created by these products and services and the added value they form in their memory. In modern marketing, hotel companies are trying to establish this added value by creating experience for their clients. The purpose of the study is to identify the essence of empirical marketing in the hotel industry and to study the behavior of consumers in hotel marketing. The work is based on the methods of epistemology and gnoseology, logical analysis and synthesis, induction and deduction. In the study, the authors reveal the definition of empirical marketing, investigate its types, and discover the features of empirical marketing in the hotel industry. The authors concluded that the analysis of consumer behavior in the hotel industry is possible only with consideration of the meaning of products or services that guests of hotels see in the proposals of hotel enterprises, by determining factors that are effective in deciding on the purchase of hotel services. Along with the change in the economic situation, the development of the process from consumer to service, from service to experience, has led to the emergence of the concept of empirical marketing of hotel services. Hotel products and services, personalization and experience, in terms of the quality of the created experience in the context of economic relations, are among the leaders in the competition for the attention of consumers. This creates an important advantage in building customer loyalty, based on competent guidance and management of this process by hotel operators.