Digital CX Defined: Hotels

Download our latest Digital CX Defined: Hotels report to discover benchmarks and insights from our assessment of the websites of 20 well-known UK and international hotel chains.

Complete the form below to receive a copy of our free hotels digital customer experience research.

We've built our scorecard for assessing hotel websites based on our experience working with luxury, mid-market and value hotel chains, and user research conducted for these projects. It's designed to reward websites which provide low-friction research and booking journeys; as well as those where the design, UX, content and proposition encourages customers to book direct.

2023 was the biggest year for the sector in terms of global spending on hotel stays, but hotel chains are placing greater emphasis on direct booking and building relationships with their customers in order to maximise lifetime customer value and profitability. Our report highlights how hotels are tackling these challenges through the digital CX delivered by their websites.

Download the Digital CX Defined: Hotels research to discover:

• How the top-scoring hotel chain achieved 76% in our digital experience benchmarking

• Why some larger and luxury chains are being beaten on digital experience by smaller and mid-market chains who have given equal weighting to UX and visual design

• What makes for a great property and room search experience

• Which brands provide great descriptions and imagery of their properties and rooms

• Added value features hotel chains are deploying to encourage direct booking such as loyalty schemes, business booker tools and ratings and reviews

• The criteria where many chains could improve their websites such as accessible web design, site speed, SEO and digital sustainability

Brands benchmarked in the research include: Accor Group (Novotel), Best Western, Hilton, Melia, One&Only, The Langham Hotels & Resorts, The Pig and Village Hotels.