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.