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For eBusiness & Channel Strategy Professionals

Travel Website Functionality Benchmark 2011: Four-Star Hotel Chains

May 13, 2011

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  • By Henry H. Harteveldt
  • with Patti Freeman Evans,
  • Benjamin Zeidler,
  • Amelia Martland,
  • Douglas Roberge

Why Read This Report

Forrester estimates that, in 2011, hotels will produce $27 billion in online sales from US leisure and unmanaged business travelers. Not bad, but how much better could that be? To help travel firms understand the selling effectiveness of their websites, Forrester developed the Travel Website Functionality Benchmark (WFB). Forrester put the four largest four-star hotel chains — Hilton, Hyatt, Marriott, and Sheraton — through the 63-step travel WFB. None passed. To optimize selling performance, travel eBusiness pros should examine the relevancy, visibility, and usefulness of their sites' basic functionality in areas like navigation, planning, and mobile and embrace innovative, relevant functionality in planning, purchasing, and social media that can contribute to greater growth.

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Tools And Templates

Best Practice Assessments

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  • Forrester's Travel Website Functionality Benchmark

Models and Calculators

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  • Although Marriott Earns The Highest Score, It Is Not Enough To Be Considered "Passing"

Table of Contents

  • A New Tool To Help Travel eCommerce Become More Effective
  • Just Because They Generate Revenue Doesn't Mean Hotel Websites Do A Good Job
  • It's Not All Bad News: Multiple Strong Points Exist As Well

  • Re-Examine Basic Functionality While Pushing Relevant Innovation
  • Related Research Documents