Identifying precisely what consumers are looking at (and by implication what they are thinking) when they consider a web page, an image, or a hospitality environment could provide tremendous insights to the hospitality industry. By using eye tracking technology, one can almost literally see through the eyes of the customer to find out what information is examined at various points during the hotel search process or to assess which property design features attract guests’ attention. When eye tracking is immediately followed by interviews that review a graphical representation of the consumer’s eye movements, the thought processes behind consumers’ visual activity can be uncovered and explored. In this paper we explain how eye tracking works and how it could apply to hospitality research. Today’s eye tracking systems are easy for researchers to set up and use and are virtually transparent to the participant during use, making eye tracking a valuable method for examining consumer choice or facility design, or to develop employee training procedures. We argue that eye tracking would provide rich results and deserves to be considered for a wide range of hospitality applications.