Marriott Ranks First In Usability Report Of Top Hotels

Which hotel websites do you find most engaging?

A new Econsultancy report that looks into the digital performance of eight of the world´s best hotel brands has crowned Marriott as the best hotel in terms of brand awareness and onsite effectiveness.

American hospitality brand Marriott achieved a score of 83%, followed by Hilton at 81% and Accor at 78%. The average score that the surveyed hotels recorded was 64%, Econsultancy said.

Results were based on the hotels´ performances in various elements, including all stages of the purchase journey, mobile and personalisation. In the research stage of the purchase journey, Marriott came first with a score of 89%. Its homepage was very well designed and included top offers and an easy-to-spot customer support number. The site offered easy navigation but lacked a general search field, which was replaced by a search tool that helped users find a hotel.

In the second stage of the journey, where consumers selected a hotel, Marriott still outperformed its competitors. Its website provided a predictive search function that improved user experience, while its product pages were all well-structured and easy to navigate.

However, when it came to the last stage of the purchase journey – the payment process – Hilton Hotels came top with a score of 89%, followed by Accor (82%) and Marriott (81%). The best features included price details, information about rooms and a good summary page, Econsultancy explained. In general, all hotels presented users with a decent summary page, with the exception of Holiday Inn, which only gave users an estimated price.

Views: 59

Add a Comment

You need to be a member of UK Marketing Network to add comments!

Join UK Marketing Network

Follow Us

My Marketing Mentor App

Top Marketing Jobs

Looking to further your career?

Members

Marketing Network Site Partners

Badge

Loading…

© 2014 Edge Global Media Group   Created by Mark lennox.

Badges  |  Report an Issue  |  Terms of Service