“…In 2019 the services sector had encouraging figures, as for 2017 Colombia's services exports reached USD 9,536 million, for 2018 they were USD 10,617 million, and USD 10,589 million in 2019; however, in 2020 due to the COVID-19 contingency travel decreased drastically, and the hotel occupancy rate was 7.9% being lower by 43.7 percentage points with respect to May 2019 (World Bank, 2020). It is not only important for the hotel sector the valuation of consumers, but also for the different existing offers in the consumer market, therefore, Shigaki et al, (2017) mention that if customers are dissatisfied with the good or service offered, they will not only stop buying it, but they will discredit it in front of others; Hence, an effective practice to recognise the true needs and desires and try to meet these perspectives would be implementing neuroscience technologies to marketing, considering that satisfying the customer and the value he gives to the product is essential to manage and maintain relationships with the consumer (Kotler & Armstrong, 2012). Considering the above, the following question arises: What is the impact of the use of neuromarketing activities in the commercial development of organisations that internationalise hotel services in Bogotá Colombia?…”