Cornell Studies Demonstrate How Eye Tracking Creates a Window to Consumers' Thoughts

Oct 15, 2014

Contact: Carol Zhe, 607.254.4504, caz9@cornell.edu

FOR IMMEDIATE RELEASE:
Cornell Studies Demonstrate How Eye Tracking Creates a Window to Consumers' Thoughts

Ithaca, NY, October 15, 2014 - A recent exploratory study sponsored by the Center for Hospitality Research (CHR) at Cornell University sheds new light on how consumers choose hotels by demonstrating how to use eye tracking paired with in-depth interviews to uncover precisely what prospective guests look at—and think about—while they are searching for lodging online. Until now, the reports published about how people choose hotels online have mostly been based on surveys or on capturing clickstream data to map how users navigate from page to page. This new study, which is explained in a pair of reports by researchers Breffni M. Noone and Stephani K.A. Robson, demonstrates the eye tracking methods. The reports are available at no charge from the CHR.

"This work was a way of getting the 'lay of the land' during both the browsing and deliberation stages of the hotel choice process," says Noone, Associate Professor at the Pennsylvania State University School of Hospitality Management and co-author of the first study, "Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice." "We found that when people are browsing through search results, they tend to look more frequently at hotel names than any other feature, and that pictures of the hotel appear to be hugely influential during both stages of the search. Our next project will be to dig more deeply into what we uncovered in this initial study, looking at issues such as what kinds of images have the most impact on guests during their searches, or how users balance price with other factors when they make their choices."

In the second CHR Report, "Show Me What You See, Tell Me What You Think: Using Eye Tracking for Hospitality Research," co-authors Robson and Noone outline the principles of eye tracking research and identify several ways that this technology can be used to address hospitality problems. "For example, there is little empirical research on how guests actually experience hospitality environments," says Robson, Senior Lecturer at the School of Hotel Administration at Cornell University. "Eye tracking can let a designer or a hotel brand see whether a design captures guests' attention, or explore how to best present the hotel online or in print. Eye tracking is a powerful tool and deserves to be used much more frequently in our industry."

About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. To learn more about the center and its projects, visit chr.cornell.edu.

Center Senior Partners: Accenture, Carlson Rezidor Hotel Group, SAS, STR, and Taj Hotels Resorts and Palaces

Center Partners: Access Point Financial, Cvent, Inc., Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, Duetto, Four Seasons Hotels and Resorts, Fox Rothschild LLP, Hilton Worldwide, Host Hotels & Resorts, Inc., Hyatt Hotels Corporation, Intel Corporation, InterContinental Hotels Group, Jumeirah Group, Marriott International, Inc., priceline.com, PricewaterhouseCoopers, Proskauer, RateGain, Sabre Hospitality Solutions, SONIFI Solutions, Inc., Talent Plus, Inc., Tata Consultancy Services Ltd., TripAdvisor, Wipro EcoEnergy, and Wyndham Hotel Group

Center Friends: Cleverdis • DK Shifflet & Associates • EyeforTravel • Hospitality Technology Magazine • Hsyndicate • iPerceptions • J.D. Power and Associates • PKF Hospitality Research • Questex Hospitality Group