The main purpose of the paper is to shed light on the possibilities and usefulness of the application of neuromarketing in the strategic development of the visual characteristics of the hotel, with emphasis on digital channels. Today, as we live in the pandemic times, the offer is much higher than demand, therefore it is crucial to find a way to get in front of the competition, get clients attention and their trust, which will finally result in their reservation of the accommodation. As one of the potential solutions is the use of neuromarketing tools, which includes facilities that were used only in medicinal purposes with basic principles of marketing. In the paper are explained the basic characteristic and tools of neuromarketing applications. In addition, the theory of colour properties in marketing environment with examples from digital marketing market. Besides that, social networks are systematized, their development through history, specifics and potential. Primary research in the paper was to explore and research conscious and unconscious perception of the potential guests in the field of social media use, colour preferences in everyday life and in tourist sector, as well as the detailed components of the visuals for the social media profile. The research has showed that the respondents are not fully aware of where their attention is focused, which can be a great start for hotels in defining a different strategy which will sin front of their competitors.