Baymard Update: New UX Benchmark for Travel Accommodations Websites (OTAs, Hotels, Vacation Rentals)

At Baymard we’ve just released a new UX benchmark of 10 travel accommodations sites.

This follows from our large-scale user testing research on travel accommodations sites, and adds to our existing e-commerce UX benchmark.

10 Travel Accommodations UX Case Studies

The 10 sites have been manually assessed across 420+ research-based UX parameters relevant to travel accommodations sites, resulting in 4,500+ weighted UX performance scores and 3,000+ best-practice examples from travel accommodations sites.

  • OTAs:,, and
  • Large chain:,, and
  • Boutiques: and
  • Property rentals: and

You can explore our 10 in-depth OTA, rental, and hotel UX case studies using the below links:

Travel Accommodations UX Performance

The 10 Accommodation sites’ 4,500+ UX performance scores are summarized in the interactive scatterplot below — showing how they perform collectively and individually:


A publicly available overview of the research and benchmark can be found on our Travel Accommodations research overview page.

Additionally, over the coming months we will continue to release travel accommodations articles with some of our research highlights.

Getting access: all 4,500+ UX performance scores, 3,000+ best-practice examples, and the UX insights from researching the travel accommodations industry are available immediately and in full within Baymard Premium. (If you already have an account open the Travel Accommodations Study.)

Authored by Edward Scott on April 22, 2022

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