Research commissioned by the online travel agency used special technology called electromyography (EMG) to gauge people’s eye gaze and facial expressions when browsing online for hotels. During the study, whenever there was an elevation in the EMG signal, indicating either delight or negative emotion, the shopper was quizzed on their reaction to the hotel image. Isabelle Pinson, Expedia Group’s senior director of market management for the UK and Ireland, said: “We know through our own data that hotels with good quality photography in their online brochure receive a conversion lift over those which have poorer images. Get the full story at Travolution