The consumer is an important component of marketing. What defines any reason for buying? What encourages buying and why? It is important to know the behavior of consumers. It is an analysis of the consumer, analysis of their attention, needs, wants, when, where and why they are buying and how often. Each person is different and each person spends money in different ways and from different motives. Because of that, there are different behavior of consumers and different motives for buying. Attitudes can be positive, neutral and negative. Attitudes can be formed over a lifetime and are more resistant to change. Valamar is the largest tourism group in Croatia, which owns 10% categorized Croatian capacity. At the example of Valamar we made a research about the motives and consumers attitudes and customer service.This research is useful to get to know the attitudes and motives of customers service. A large number of respondents as the main motives prompting the food, the staff, but also additional services and on base of that created its position about hotel and hotel recommendation.