UX & NPS Benchmark Report for Hotel Websites (2023)

UX & NPS Benchmark Report for Hotel Websites (2023)


Product Description

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
    • UX-Lite
    • 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.

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