In April 2013, Change Sciences asked users to interact with leading sites that support booking a hotel room and share their experiences. Hotel sites lag behind online travel agencies.
Currently Expedia, Travelocity, and Orbitz outperform other sites supporting booking hotel rooms by a significant margin. Hotels.com, Hilton, Hyatt, Kayak, Oyster, Marriott, Intercontinental Hotels Group, Priceline, Starwood Hotels, Hipmunk, AirBnB, JetSetter.com all fall behind the top three online travel agencies.
The following figure compares the user experience scores for hotel and OTA web sites to a sample of other verticals in the Change Sciences Experience Cloud dataset.
Hotel booking sites, as a group, trail behind top sites for usability and engagement. There is also significant variation for user experience of hotel booking sites, with hotel sites lagging behind the OTA sites.
Task success rate is a key component of usability. The following chart compares the hotel site with the top success rate, Hyatt, with the site with the poorest success rate, Marriott.
Many participants found the Mariott site hard to navigate. According to one user, “The site had a strange flow and it was a little weird to work with. If you are in a hurry, then it is not the greatest time saver.”
Other metrics tracked by the Experience Cloud include time on task, perceived engagement, likelihood to recommend, and more than 15 others.
This research is based on our Experience Cloud™ platform. Our technology and process make it possible to compare a site's usability, engagement and conversion with competitive sites as well as the best sites on the web. Digital decision makers use our research to gain unmatched insight into their site's performance to move teams forward, confirm assumptions, and track performance over time. Get in touch today to learn more about our powerful and proprietary approach to benchmarking and optimizing user experience.
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- Detailed documentation of design patterns that drive engagement, usability, and conversion on hotel booking web sites
- A detailed site-level gap analysis, including annotated screenshots showing precisely where and why a site falls short for usability, engagement, and conversion
- Normalized metrics to track ease of use, engagement, and conversion over time
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Other research that may interest you: Flight Booking Web Site User Experience 2013