The basic marketing concept lies in the assumption that a provider should create a product that can be sold because it meets the needs of customers, and not sell the product that he created. Therefore, the desires and needs of consumers today are more than ever the primary subject of marketing analysis that should be based on answers to why and how consumers make their deci sions about what to buy. In an effort to get answers to the se questions, a new discipline emerged neuromarketing, as a combination of neuroscience, psychology and economics. The main purpose of this study is to point out the possibilities of using neuromarketing to measure consumer unconscious reactions and its integration in the hotel industry A n eye tracking study was conducted on the hote l website to better understand the effect of psychological factors and emotions on purchasing decisions and to pr ovide a more comprehensive insight when assessing the effectiveness of hotel marketing activities The paper theoretically presents the characteristics of neuromarketing and discusses the basic characteristics and possibilities of applying the eye tracking method. Also, psychological factors influencing the choice of the customer are presented with emphasis on the influence of colors and visual elements in the process of making a purchasing decision in the hotel industry. The primary research in the paper examined the conscious and unconscious perception of potential guests about the hotel facility and services based o n the content available on the hotel websi te. The results were determined on p referential and associative effects of colors in the hotel industry together with the visual image and textual description available on hotel websites that enjoy the dominance of visual attention