Online training course for hospitality professionals focussing on how guests make their decisions on where to stay during their booking journey. 

Research from Cornell University used-eye tracking software and interviews to analyse how consumers make their accommodation decisions, and the process involved. The results found that — far more than price —  imagery is a critical component. One of the study’s authors, Stephani K. A. Robson said: “What guests appear to be thinking about is how well all the pieces of information about the hotel—price, brand, photo, ratings, and so on — fit together. They used pictures to imagine themselves at the property and to see if the hotel was the right ‘fit’ for them, so images that provide some sense of the experience, not just what the hotel looks like from the outside, may be powerful, perhaps even more than reviews or ratings which get a lot of attention from the industry.”