Facial expression analysis is a method that, while often mentioned, is rarely applied in marketing research literature. With the introduction of widely accessible AI tools, employing this method may provide valuable insights into the reception of a presented product. In this article, a commercial FEA tool was used to examine the emotional responses of respondents to 100 images of hotel rooms. The tool and method used are discussed in detail, evaluating their usefulness for this type of research without the need for specialized equipment. The method described in this study does not require personal contact, and the research can be conducted online. Based on the analysis of the results, it was determined which images of hotel rooms elicit positive emotions among the participants.