Sergio Moreno Gil, lead researcher at TiDEs and former quality manager for TUI in Spain, brought a methodology from consumer research into the tourism sector. Instead of analyzing clicks or cookies, the project measures emotions in real time. Using sensors embedded in virtual reality headsets, the system detects unconscious physiological reactions when a user “visits” a hotel, museum, or attraction.

“We are pioneers in te systematic use of neuroscience in tourism research” Sergio Moreno Gil stated during his interview with FVW, sharing the expertise that has made TiDEs a pioneer in the field.

This ability to observe what travelers actually feel — beyond what they say in surveys — opens a new dimension for travel product design. Hotels, museums, theme parks, and entire destinations can be redesigned based on objective data about the visitor’s real‑time experience.

The project is coordinated by Emotur Lab at the University of Las Palmas de Gran Canaria (ULPGC) and involves 20 international universities and 500 travel agencies across Spain. Major industry players such as Amadeus and the Barceló hotel group have contributed to its technical development, recognizing the transformative potential of this approach.

Since January 2026, the TiDEs team has been analyzing data collected in both laboratory settings and participating travel agencies. The next step is to build a technology‑based company with a global reach. Several patents have already been filed to protect this pioneering methodology.

In an experience‑driven economy, knowing what a traveler truly feels in response to a tourism stimulus allows destinations, tour operators, and hoteliers to refine their offerings with unprecedented accuracy. The shift is profound: instead of asking “Did you like it?”, the industry can now measure, with objective data, the exact moment an emotion is sparked — or a subconscious reaction occurs.

TiDEs stands as the only research group in the world applying neuroscience to tourism in such an integrated way. The path forward is clear: translate academic knowledge into commercial solutions that raise the quality of tourism products and strengthen the competitiveness of destinations.