Industry UX Research
A large-scale research study on how to optimize the online User Experience specifically for ‘Online Travel Agencies’, Hotels, and Whole Property Rental websites.
At Baymard Institute, we have a whole User Experience research topic devoted specifically to ‘Travel Accommodation’ websites.
This research study examines what users expect and how they behave online as they browse and book at online travel agencies (OTA), large-brand hotel chains, small boutique hotels, and whole property rental sites.
The study examines both what users think when they initially land on the homepage, how they perform their accommodation search query depending on their travel context, how they evaluate and compare the results and property listings, use map views, read up on property and room details, use image galleries – and, of course, what users think and where they get stuck during the booking and checkout flow itself.
Through our 88,000+ hours of large-scale UX research, we’ve identified 370+ in-depth User Experience guidelines that are particularly important to Accommodation websites.
The tested accommodation websites in our study include:
Baymard’s travel accommodation UX research is based on more than 300 qualitative subject/site usability test sessions following the “Think Aloud” protocol. During testing, the users encountered 1,000+ medium-to-severe usability issues on the travel agency, hotel, and property rental websites while searching for, comparing, and booking accommodation for their next trip.
This page provides you a brief overview of Baymard’s travel accommodation UX research. Full access to all of our accommodation UX research is available as part of Baymard Premium.
We’ve conducted a UX benchmark assessing 10 travel accommodation websites across the 370+ UX guidelines our research shows are most applicable to OTA, hotel, and property rental websites. The benchmarked sites includes: Booking.com, Expedia, Trip.com, Hyatt, Best Western, Shangri-La Hotels, Airbnb, Kid & Coe, Prince Akatoki London, and EsmeHotel.com. You can view the site’s desktop and mobile UX performance in the graph above, which summarizes 4,000+ weighted UX performance scores.
You can expand each theme and topic in the graph above for an in-depth view of the ‘current state’ of accommodation website UX performances. (scroll down to access the in-depth case-studies for each of the sites)
This is a sub-set of the full benchmark which includes 185 e-commerce sites.
Explore UX Benchmark
You can explore our in-depth UX case-studies of the below accommodation websites. In total, these contain 4,000+ UX performance scores and 3,000+ best practice examples from Online Travel Agency, hotel, and property rental websites.
We’ve released a small subset of the 370+ Premium UX research finding for OTA, Hotels, & Vacation Home rental sites for free in these articles: