A paramount goal of hospitality & hotel marketing is not only to understand the consumer path to booking, but also to gain a deeper comprehension of consumer browsing and deliberation before booking. A recent study out of Cornell University School of Hotel Administration, Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice, is shedding some light on this incredibly pertinent and interesting subject of human behavior.
This recent study has taken eye tracking paired with in-depth interviews to uncover precisely what probable guests look at and think about as they manage the browsing and deliberation process of booking a hotel.
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When individuals are online determining which hotel or resort they want to book with, they go through a set of congruent steps to reach that booking outcome: Continue reading