Neuromarketing involves the scientific observation of brainwave activity, eye tracking, and skin response to determine how people's brains react to advertisements and other brand-related communications. The objective of this research paper is to study the significance of neuromarketing techniques in hotel industry from the perspective of employees working in star hotels in pune city. Researchers have collected the data from 120 respondents using survey method with the help of wellstructured questionnaire. The researcher identified that descriptive research design and Non probability convenience sampling method is suitable for the research study. The findings of this study will be useful to many companies to modify their neuromarketing techniques and to design the new techniques for customer retention and customer acquisition. The findings of the present study will be helpful to Star hotels to design marketing strategies for the company. This research will be useful to online hotel business portals, to research and advertising agencies which are associated with hotel industry, to international star hotels that are planning to set up their business in India, and to other service sectors also

Significance, Neuromarketing, Marketing Mix, Hotel industry, Service quality etc