<p>This paper examines consumer behaviour in the context of online travel booking systems using eye gaze monitoring technologies. As the limitations of traditional self-report procedures have become apparent, recent research has shifted towards neuroscience approaches, such as eye gaze tracking. The study utilized data from 171 users to gather insights into users’ attention through metrics like eye gaze fixation counts, first fixation statistics and heat maps. The study’s findings emphasize the significance of including user reviews, changing page layout and providing hotel location data to boost sales and enhance the effectiveness of advertising. The study also reveals that emotional arousal and user experience interpreted through gaze behaviour play a significant role in shaping user interaction on OTA interfaces, with attention to emotionally relevant elements such as ratings and price. These insights highlight the potential of eye gaze tracking to enhance user interface design and provide deeper understanding of emotional and cognitive processes influencing travel decision-making.</p>