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Eye tracking method represents capturing of eye movements and converting this information into some form of analysable data. Eye tracking methods are more and more used not only for understanding what factors might influence consumers’ decision-making, including colour, amount of text, number of options, and the presence of images, but also for understanding affective reactions of users. That is essential to improve the design of (mainly web based) systems and to define interactive feedback or adaptation. This paper is focused on the use of eytracking for better understanding, why consumers choose a special hotel. As a consequence it might help to improve the booking engines, hotel web presentations, etc