An eye-tracking study of hotel search behaviour has revealed the attributes at the heart of decision making by leisure and business travellers. The research was carried out by online reputation management provider TrustYou in conjunction with the school of hospitality management at Pennsylvania State University. Respondents were asked to provide a snippet of hotel review on various websites and then select a property they would most likely buy based on the following factors: room, breakfast, service, wellness, WiFi, food, cleanliness, amenities and comfort. Based on their browsing behaviour, the report found that leisure travellers are mostly looking for indications of cleanliness and comfort in reviews, with comfort and amenities becoming more important to frequent trippers. Find out more.