Retrospective and task-based study of 254 participants’ experiences using 5 popular hotel websites: Best Western, Hilton, Holiday Inn, Hyatt, and Marriott. After providing retrospective data, participants were asked to go to their assigned website and find a hotel in Orlando that met specific criteria.
This report contains UX benchmarks (SUPR-Q, Net Promoter Scores, and UX-Lite), Areas of Improvement and a variety of additional metrics for the task-based study (e.g., ease, success, confidence, time on task, total clicks), plus comparison of results with our 2017 report on the UX of hotel websites.
Table of Contents
- Executive Summary
- Study Design
- Retrospective Findings
- SUPR-Q & NPS
- Estimated SUS
- Platform Use
- Website Brand Attitude
- Overall Clutter
- Mobile SUPR-Qm & NPS
- Key Drivers of UX Quality
- Task Metrics
- Areas for Improvement (Usability Issues & Summarized Verbatim Comments)
- Task-Based Study-Level Metrics
- 2017 vs. 2023 Comparison
- Appendix (Demographics, Sample Selection)
Individual License: provides one person within an organization access to the license.
Site License: provides multiple people within the organization access to the license.