What are the top 40 UX improvements for your OTA, Hotel, or Vacation Rental travel site? How does your UX performance compare to sites like Booking.com, Expedia, Trip.com, Hyatt, Best Western, Shangri-La, or Airbnb?
Based on the findings from Baymard Institute’s 78,000+ hours of User Experience (UX) research, Baymard will conduct an Hotel & Property Rental UX audit of your travel website.
The in-depth Travel Accommodation UX audit will be based on 420+ weighted UX parameters uncovered during our large-scale UX testing specifically of Online Travel Agency, Hotel, & Vacation Property Rental websites. This will provide you with:
Learn more about our Hotel & Property Rental UX audit analysis, deliverables, and costs in the 5 sections below:
A ‘Full-Site Hotel & Property Rental UX audit’ includes:
A full UX analysis and assessment of your desktop and mobile websites UX, including the homepage, category navigation, recipe pages, on-site search, product listing pages, product details pages, shopping cart, and checkout process — conducted by lead researchers at Baymard Institute, utilizing our 78,000+ hours of large-scale UX research.
7 detailed UX scorecards with a total of 420+ UX performance scoring parameters, used for direct UX performance comparison against other travel websites (Booking.com, Expedia, Trip.com, Hyatt, Best Western, Shangri-La Hotels, Airbnb, Kid & Coe, Prince Akatoki London, EsmeHotel.com). In addition, you will also get a UX comparison to 149 top-grossing US and European e-commerce sites, to benchmark how your site stacks up to general user expectations.
The auditors will write a detailed 120+ page report with 40 suggestions for UX improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 2–4 best practice examples from other Hotel & Property Rental travel websites, and occationally examples outside the travel industry for cross-industry inspiration.
A 2-hour video conference where we go over the audit results with you and your team, to discuss the findings and suggestions for improvements.
3 follow-up calls with your UX auditor within four months of delivering the audit findings. Useful for feedback on any redesigns you create, a light review of prototypes, follow-up questions from your teams, etc.
A full-site UX audit includes 4 months of complimentary access to a Baymard Premium ‘Medium’ plan with full access to Baymard’s 78,000+ hours of UX research findings.
The audit will cover the following areas of your accommodation search and booking user experience:
Homepage — The homepage structure, design, carousels, personalization, and promotions.
Main Navigation — The main e-commerce navigation design, mega drop-down menus, product navigation and its visual hierarchy, courtesy non-product navigation, etc.
Site-Wide Layout — Site-wide layouts, footers, newsletter dialogs, ad positioning, and return policy links, etc.
Booking Search Form — Placement of the search feature on the homepage and in headers, datepicker UI and loegic, nightly rates, room selectors, guest selectors, misspellings, etc.
Destination Autocomplete — Searching for destinations, prioritizing and suggesting partial destination matches, autocomplete logic, autocomplete UI, etc.
Map Listing Layout — property listings in a list view vs map view vs hybrid, nightly rates and property info needed in map pins, map pin display logic, etc.
Results Layout — The layout and features of the search results page, such as dynamic list layouts, the search results information, search snippets, pagination, information needed for each property listing, etc.
Results Filtering & Sorting — Filtering and sorting of search results, including essential filtering types, faceted search, the design and logic for long lists of filters, filter naming, dynamic sorting, etc.
Product Page Layouts — “Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”, etc.
Property and Room Images and Videos — How users use property and room images in their evaluation, the different image types needed, video usage, etc. number of images, etc.
Image Gallery User Interface — Image gallery design, image navigation, methods of zoom, carousels, overlays, default image and size, video player controls, etc.
The “Book” Section — Design and position of elements such as “Book” button, prices and discounts, nightly rates, fees, etc.
Property and Room Description — room information and descriptions, the type of content needed, text styling, sub-titles, room rate desriptions and styling, etc.
Guest Ratings and Reviews — guest reviews, the review submission form, review filtering, sorting and navigation, rating distribution summaries, etc.
Cross-Sells & Cross-Navigation — Cross-sells design, placement, and logic, cross-navigation elements, etc.
Account Selection & Creation — Account selection designs and communication, guest checkout, “Delayed Account Creation”, social media accounts, password rules, etc.
Customer & Address Information — Privacy concerns, billing addresses, international addresses, phone fields, address auto-detection techniques, etc.
Payment Flow & Methods (includes Third-Party) — The payment methods interface, how to integrate and display third-party payment options, gift card redemption flows, international currencies, coupon codes, etc.
Credit Card Form — The credit card field design and its validation logic and formatting, along with the expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.
Checkout Page Design — Checkout process steps, “Enclosed Checkout” designs, one-page checkout and accordion layouts, booking summary, etc.
User Attention & Interactions — Load indicators, feedback on user actions, the use of overlays, feedback requests, introduction of site-specific features, and embedded content from third-parties.
Cross-Sells — Active vs. passive cross-selling, adapting cross-sells to user context, and pitfalls of specific placements and wording.
Form Design & Features — How to design and position the primary button, “Apply” buttons, minimizing form intimidation, multi-column layouts, tabbing flows, CAPTCHAs, back-button and enter-keystroke behavior.
Validation Errors & Data Persistence — How to design and position error messages, how to word them, and persisting data in non-secure and secure form fields, along with inline validation.
Field Labels & Microcopy — Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions.
Field Design & Features — How to match the type of interface with the input type, drop-downs and radio button implementations, input masks and character restrictions, custom designed input fields, etc.
‘My Account’ Sign-In — Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, and where users should be sent after signing in.
‘My Account’ Drop-Down — Placement of the “My Account” drop-down menu, account features to include, how the “My Account” drop-down should be structured and styled, personalization, and what “My Account” drop-down implementations should be avoided.
‘My Account’ Dashboard — Providing paths to all ‘My Account’ features, highlighting recent booking, limiting ads, and using icons; dashboard designs that use a sidebar or “Cards“ for navigation.
‘My Account’ Stored Addresses, Cards, and Newsletters — Credit card updating flow, default addresses, editing vs. adding a new address, newsletter frequency and “unsubscribe“, confirmations, and ‘Apply’ buttons.
Mobile Basics — Content and structure of mobile site vs. desktop site, size and spacing of of hit areas, multiple hit-areas within the same visual element, font-sizes, landscape mode, bugs and quirks vulnerable to the mobile platform, auto-zoom, etc.
Mobile Site Homepage & Main Navigation — Main navigation design and logic, double-hit area issues, homepage structure and design, auto-rotating carousels, etc.
Mobile Booking Search — Mobile search fields design, destination autocomplete, misspellings and synonyms, etc.
Mobile Property Listings — Listings on mobile, incl. map view, listings thumbnails, listings informatinos, nighlty rates, property filters, sorting, etc.
Mobile Property and Room Details Pages — Product page structure, guest ratings, property and room images, video, video players and image galleries, property and room descriptions, etc.
Mobile Booking Checkout UX — Incl. payment, order review, linear checkout flows, mobile process steps, optional vs. required fields, minimizing number of fields, form field label placement in smartphone portrait and landscape modes, inline labels, floating labels, grouping checkout info for mobile overview, field context, location detection, touch keyboard auto-correct, optimized keyboards, auto-capitalization, etc.
In addition to auditing your travel site UX and comparing it to both OTAs: Booking.com, Expedia, Trip.com, and Chain Hotels: Hyatt, Best Western, Shangri-La Hotels, and Vacation Home Rental: Airbnb, Kid & Coe, and Boutique Hotels: Prince Akatoki London, and EsmeHotel.com, we can also expand the project scope to include a custom competitive audit against any local or direct Hotel & Property Rental competitor(s) you’d like. This is available for sites in most countries and languages.
Most commonly, UX audit services are used by:
Even the smallest improvement in conversion rate for any site with significant sales will lead to a notable return on investment. For example, an improvement from 3.1% to 3.6% in conversion rate for a site with $50,000,000 annual sales will yield $8,060,000 extra sales every year.
A full-site Hotel & Property Rental desktop and mobile UX audit across all 7 audit focus areas costs $12,700 (USD) — this includes a volume discount of $5,200 compared to the rate for 7 individual “focused UX audits”.
A Hotel or Property Rental Website UX audit includes:
A full UX review and analysis by Baymard’s team of UX researchers of both your desktop and mobile websites.
A 120+ page audit report with 40 prioritized suggestions for UX improvements. Each explain the identified UX issue, the suggested change, and show 2–4 best practice implementation examples from other Hotel & Property Rental sites and leading e-commerce sites.
7 detailed UX performance scorecards with a total of 420+ review parameters, and with UX performance comparison against OTAs: Booking.com, Expedia, Trip.com, and Chain Hotels: Hyatt, Best Western, Shangri-La Hotels, and Vacation Home Rental: Airbnb, Kid & Coe, and Boutique Hotels: Prince Akatoki London, and EsmeHotel.com, along with a general comparison to 149 top-grossing US, European, and International e-commerce sites.
A 2-hour video conference with you and your team to discuss the audit results.
3 follow-up calls with your UX auditor. Useful for follow-up questions or feedback on your redesigns or prototypes.
Reach out below to discuss your needs or request a UX audit of your Hotel & Property Rental site. (PS client audits are strictly confidential and will not be included in Baymard’s public UX benchmark database).
Refund Policy: In the event that we’re unable to provide 40 suggestions for improvements we’ll still complete the audit and leave it up to you if you want a refund.
A typical full site audit takes around 17-25 work days - depending on time of year, project scope and auditor availability.
All client-specific audits and UX scorecards are strictly confidential; they are not included in Baymard’s public benchmark databases or shared with anyone else (NDA is possible).
As Baymard does not offer any kind of web design or programming services or sell e-commerce technology, the UX audit will always be a completely unbiased analysis of your site, and not an indirect “sales pitch” for other services. At Baymard our specialization is the UX audit.
“I’m an avid user of your reports and recommendations. I have leveraged your articles and findings for my previous B2B work at Grainger, B2C work at Ulta, and now I’m at Hyatt. Thanks”
“We like what we are reviewing from the audit - great analysis and feedback.”
“The Baymard team has been a delight to work with on the JohnLewis digital platform audit. They responded to the brief very well, have been very accessible for ongoing clarification and queries and Rebecca was excellent in the recent team share, articulately presenting findings in an engaging walk-through with the wider team which will really support driving engagement and a robust response. Many thanks for all the effort and focus folks.”
“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.”
“The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!”
“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.”
“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.”
“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.”
“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.”
“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it’s doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.”
“I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.”
“Thank you for the UX audit presentation, it was FANTASTIC. People here are quite pleased and amazed by the amount of work that was put into this.”
“Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources , and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally and the recommendations contain actionable and insightful information.”
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
“We’ve received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we’ve had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I’m really excited with all that we’re learning! You have an amazing platform, team and super helpful data base for us to work with.”
“We have recently tested some of your recommendations for the Avast checkout and got some great wins!”
“I’m reviewing the report this morning and I am delighted. The recommendations are detailed and our resulting actions are clear. I’m excited to share this with the rest of the team!”
“We are very excited to finally proceed with the UX improvements, and I truly believe your audit report will be super helpful to put us ahead of the wave. If you ever need a reference, please do not hesitate to share my contact.”
“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”
“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.”
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We’re very happy with the work Baymard has done for us so far, and I hope we’ll have the chance to work together again on future projects.”
“We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.”
“Let me say that it was exceptionally well done, and we are super excited to implement every one of the recommendations there. Everything you said has usually been a case of discussion in the past, but having them recommended in a deck like this will allow us to move forward.”
“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.”
“Within a very short time Baymard Institute provided 15 clear, useful improvement suggestions for our checkout process. We intend to implement all of them. It’s easy to find companies that offer website improvement suggestions. But, most companies don’t do their homework and don’t provide specific examples of how best to make the improvements. With Baymard Institute, the checkout process suggestions they made were intuitive, specific, and actionable. I highly recommend their audit service.”
“Wow, this is great! Just reviewed it with the team. It’s a huge help and we’re excited to fix these issues.”
“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.”
“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can’t wait to apply the changes to our checkout for a better user experience.”
“A great presentation, and the results were very eye-opening. It’s really helpful.”
“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.”
“Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.”
“I just wanted to thank you guys for all of the time that you’ve put into this, and for a great presentation. We don’t have anyone at the company that has formal UX/UI experience, so being able to tap into Baymard’s resources/expertise is an immediate win for us. Some of the things you pointed out, we’ve already identified as areas for improvement (which was validating), but a lot of the recommendations are things that we hadn’t identified and are for the most part immediately actionable.”
“I’m very impressed! Not about our site’s performance, quite the opposite, but about your work. Very detailed and packed with great and tangible advice. This was exactly what I dreamt about, but sometimes you just have to be careful dreaming.”
“A big thanks to you and the Baymard team for such an informative and valuable session. The Ace Hardware team truly appreciated the Baymard teams feedback, diligence and the overall presentation. We are looking forward to using the excellent information provided to improve the acehardware.com user journey.”
“Thanks for this audit and your good work. This was exactly what I was aiming for. Also thanks for the very, very professional presentation, and answering all our countless questions. Very good work.”
“First off, thank you. This was the most engrossed I’ve ever been in a 2-hour meeting. This [audit presentation] was incredibly insightful and very helpful. Many, many thanks.”