By observing the analysis of sales and promotion efficiency many experts agree that the majority of undertaken marketing activities have been largely ineffective although the offer based on numerous studies and creative ad campaigns has never been more intense than it is today. The question is why the most of these products do not reach out to customers. On the other hand, why do some achieve a desirable position in the market, although they are at first sight very similar to each other and created by being based on research which suggests that its results need to achieve success? The logical explanation is offered by “neuromarketing” – a new interdisciplinary field of social science. Neuromarketing represents a combination of marketing and medicine. By using neuromarketing methods it is possible to find out more and provide a new insight. We step in the subconscious part of the human mind and receive information about what happens to human bodies when they are exposed to certain stimuli. Neuromarketing offers an insight into a whole new dimension of the human concept of a product. By using neuromarketing it was confirmed that the former research did not give relevant data. Furthermore, the concept of neuromarketing is applicable to the tourism and hotel industry. Around the world every day millions of overnight stays are being created. The choice of a destination depends on many factors. Thus there is a question about the factors which will determine the choice of desired accommodation types. It is possible to detect whether a guest prefers a hotel accommodation or a private accommodation by creating a detailed profile, but it gives no answer to the question of factors inside the hotel industry that are relevant. Are the price, location and the type of hotel the only significant factors or are there other elements on a subconscious level that play a significant role in making a feeling of deep contentment and conveying favourable general impression?