Exclusive Feature: Hotel websites are important, aren’t they? As the old adage goes, there’s no second chance to make a good first impression.

Ideally, they serve as the travel consumer’s first and last point of contact between the planning and booking phases.

Booking direct has been the mantra ever since mighty competitors like Online Travel Agencies emerged. What does it take to entice a user to book directly and provide the hotel with priceless first-party data?

The answer is straightforward: A web presence that offers users the essential information they need, balanced with engaging emotional content, and a great user experience in an easy-to-navigate environment. Sounds simple, because it is!

After reviewing thousands of hotel websites, I conducted and published a hotel website study in early 2019. This study followed significant investments by industry leaders in launching cutting-edge websites that emphasized emotional engagement and social media connectivity.

After over five years, I decided it was time for an updated analysis. With the methodology largely unchanged–covering about 100 criteria related to the website and booking experience–the results were nearly identical. The top luxury brands, including Aman, Capella, Four Seasons, Mandarin Oriental, and Rosewood, scored between 72% and 81%, with an average score of 77%.

Some of the world’s highest-rated and acclaimed independent hotels, such as Passalacqua, La Mamounia, Le Sirenuse, Gleneagles, and The Siam, scored between 59% and 73%, averaging a score of 66%.

The obvious conclusion is that independent hotels have more upside potential than branded properties. However, scoring an average of 77% also suggests that there is still ample room for improvement.

This begs the question, what the 23% and 34% respectively were that they left on the table?

While the emotional content–especially the visual appeal–as well as ease of navigation and responsive design were typically at a high level, there was generally a notable oversight in factual content and details related to the booking engine.

Additionally, the content was sometimes organized in a slightly confusing and repetitive manner. Too often, excessive promotional language was time-consuming for viewers to sift through, while substantive content took a back seat. Even state-of-the-art communication options, such as chat facilities, were largely ignored.

My overall impression was that hotel websites are like room orientations–typically not particularly comprehensive.

The criteria I applied were adjusted according to the type of hotel, its primary purpose, and unique selling points. There is no one-size-fits-all solution, and there should never be one when aiming to convey a luxury experience.

The unique positioning of a place to stay should ideally be reflected in its online presence. In case of a disconnect, it’s important to determine whether the issue lies with the website or the onsite experience.

Expectations set by the website should be truthful and match reality.

Reviewing and assessing the user experience of websites has never been a mainstream approach, although ideally, this is where the guest experience begins, at least from the hotelier’s viewpoint. If hoteliers want this to happen, there’s only one way: Put your website to the test!

Are you open to improving and perfecting your hotel’s website by having it professionally tested, or do you believe it already accurately reflects the desired reality?

Jochen Ehrhardt (jochen.ehrhardt@true5stars.com) is a highly sensitive individual, driven by a profound passion for evaluating and elevating 5-star plus offerings, with a particular emphasis on the emotional aspect of human interactions.

As founder of TRUE 5 STARS, he provides the only online platform showcasing the world's top 1,000 hotels. He has personally visited and inspected over 2,000 of the finest hotels worldwide.

You can learn more about Jochen Ehrhardt and his work at: www.true5stars.com/advisory

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