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Opinion Article Sales & Marketing

Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice

By: Breffni Noone Ph.D. and Stephani K. A. Robson

Executive Summary: Booking a hotel online involves two major stages, namely, browsing and deliberation (followed by booking a hotel). A study that tracked 32 individuals' eye movements as they worked on selecting a hotel to book found that during browsing, consumers quickly glance at many hotels (sometimes scrolling but often just taking the first screen) as they check the names and prices of available hotels.

Stephani Robson
By Stephani Robson, Senior Lecturer, CHR
United States

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Sales & Marketing USA & Canada United States
Stephani Robson
Stephani Robson
Senior Lecturer, CHR

Stephani Robson, senior lecturer, worked for several years in restaurants and retail food operations in her native Canada before deciding to pursue a college degree in the field. She graduated from the School of Hotel Administration in 1988, and began her career as a foodservice designer with Cini-Little International and subsequently with Marrack Watts in Toronto, Ontario.

CHR
School-University

The Cornell Institute for Hospitality Labor and Employment Relations was established in 2013 as a platform for students, employers, employees, unions, and their advocates involved in the hospitality industry. The institute's mission is to support educational programs, sponsor and disseminate research, and hold conferences and roundtables dedicated to modernizing labor and employment relations, analyzing labor and employment law, and improving...

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