Neurophysiological insights into hotel booking decisions: EEG evidence of cognitive and emotional responses on OTAs versus hotel websites

Purpose This study aims to examine whether booking interfaces differentially influence cognitive effort and attentional stability. Drawing on dual-process theory and the stimulus–organism–response (S–O–R) framework, it compares online travel agencies (OTAs) with direct hotel websites. Design/methodology/approach A pilot electroencephalography (EEG) experiment (n = 6) was conducted using the Emotiv EPOC+ while participants completed naturalistic booking tasks. Neural activity was analyzed as log-transformed spectral power for alpha and beta bands at parietal (P7) and temporal (T7, T8) sites. Mixed-effects models and rank-sum tests assessed channel differences. Findings OTAs elicited higher right-temporal beta power (T8ß), reflecting greater analytic effort, whereas hotel websites produced stronger parietal alpha suppression (P7a), consistent with steadier attentional engagement. Left-temporal beta (T7ß) increased selectively during procedural steps on hotel sites, reflecting linguistic or task structuring rather than emotional activation. Research limitations/implications As a pilot with a small, homogeneous sample and limited electrode coverage, the findings are illustrative rather than generalizable. Future research should use preregistered, adequately powered designs to validate these patterns. Practical implications The results highlight design principles for booking platforms: reduce unnecessary comparison density to lower cognitive effort, introduce assurance cues early and provide persistent summaries or stage indicators to stabilize attention. Originality/value To the best of the authors’ knowledge, this study is among the first to apply EEG to live hotel booking tasks. It advances hospitality research by integrating S–O–R and dual-process perspectives and provides neurophysiological evidence of effort (ß) and attention (a). It offers novel insights into both the cognitive underpinnings of booking decisions and design implications for digital platforms.