Why Read This
The hotel industry features highly recognized brand names like Crowne Plaza, Hilton, Marriott, and Sheraton. But how good is the brand experience offered by major hotel brands' Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only Sheraton passed our Brand Image tests while no site passed our Brand Action tests. To make their sites more welcoming, hotel sites need to let their brand personality shine through by being specific about hotel features, providing links to photos in context, and focusing on high-quality visual design.