In times of constant sensory overload, it is becoming increasingly important for companies to differentiate themselves and effectively market their products. The tourism industry, in particular, as a service sector, relies on continuous demand. Neuromarketing is an extension of traditional marketing that promises these innovations. Although the term "neuromarketing" is being used more frequently, it lacks a uniform definition. For this reason, a focus of this work is to illustrate the nuanced understanding of neuromarketing. To this end, nine experts were interviewed, distinguished by their depth and breadth of experience in neuromarketing. In this context, application examples are also explained, from which the hospitality industry can particularly benefit. A look into the future of neuromarketing.