Webinar: Hotel Industry UX Benchmark Study June 29th, 2010
Overview Introductions (2 min) Study Background (3 min) Methodology and Technology (3 min) Executive Summary (3 min) Findings and Opportunities (20 min) Questions and Comments (15 min)
Introductions Alfonso de la Nuez Partner & Chief Marketing Officer at UserZoom Ania Rodriguez Founder and CEO at Key Lime Interactive
About UserZoom Leading online (remote) user experience research software company 9 years experience in UX research & consulting Offices in Sunnyvale (CA), London (UK) and Barcelona (Spain) Created because traditional UX research methods are great but not enough
Today’s Session Goals What's the most popular hotel brand? Can users successfully find a room? What matters most to users searching for a hotel room? Can users successfully find a weekend deal? If they couldn't, why not? What needs to be improved? How is the overall user experience? Would they recommend the site to friends? What common patterns did we find out with regards to user behavior?
Tasks Find beach destination hotel: Your task is to find a hotel you would consider booking on the Hotel site for the 4th of July weekend. Make sure that the hotel is within 2 miles from the beach destination of your choice and that it has a fitness center, pool, and high-speed Internet. Your budget is $250/night. Find parking cost at specific hotel: Your task is to find out how much on-site parking cost at <hotel name> for one night.
Study structure Introduction: When planning for a vacation and booking for a hotel to stay at, what is the first hotel that comes to mind? What type of content do you need to see before making an online reservation? Based on your experience, how negative or positive is your perception of the following hotel brands? Are you part of any of the following rewards programs? Post-task: Self-reported success Ease of use Ease of navigation Clear where to start Satisfaction with amount of time to complete task What content is missing or would make it easier to find what you are looking for? Wrap-up: Likelihood to recommend : (Net Promoter Score ) Post-task brand image Screener N=200 Introduction Hilton Marriott IHG Sheraton Hyatt n-=50 n-=50 n-=50 n-=50 n-=50 Task 1 Task1: Task 1 Task 1 Task 1 Task 2 Task 2 Task 2 Task 2 Task 2 Wrap-up
Online Usability Testing Solution UZ Self-Serve Edition 100% on-demand, web-based software solution To manage & conduct various types of online UX research projects
How does UserZoom add value? By allowing you to see the BIG picture Testing large samples of geographically spread participants Combining statistically-significant usability + user behavior data Measuring Customer Experience cost-effectively Getting actionableinsights Behavior Usability Lab Studies Web Traffic Analysis Online UX Studies Attitudes Online Surveys Focus Groups Qualitative Quantitative
Executive Summary Hilton and Marriott are the top 2 most popular brands Hilton ranks #1 using the KLI UX Score Hilton, Marriott, Intercontinental, and Starwood provide the a significantly better search experience than Hyatt Hilton has the highest success rate (95%) for an open search for a beach destination Marriott leads in terms of ease of use (63%) and ease of navigation (64%) Intercontinental participants were most satisfied with the amount of time it took to find a beach destination that met the requirements and felt it was the most clear to know where to start Intercontinental had the highest success rate (73%) for finding the parking rate Intercontinental participants found the site easiest to use and easy to know where to start when looking for a hotel’s parking rate Marriott participants found it the easiest to navigate, however 72% of Marriott participants were unclear where to start Nonetheless, after spending about 10 minutes on the site, both brand perception and NPS were low Hilton leads with a -7% NPS. Hilton has the highest overall brand perception pre and post, however experienced a 12% drop pre to post experience
Price, style of room, deals and ratings are the most important content when making an online reservation.
93% typically compare specific dates rather than flexible dates when booking a hotel for a vacation. Hilton Marriott
Hilton and Marriott are the top 2 brands that are top of mind when users were asked unaided.
Net Promoter Score (NPS®) After spending about 10 minutes on the site, all hotels had a low NPS score indicating that the user experience for the given tasks adversely affected loyalty. Hilton leads with a -7% NPS. Detractors Promoters - = % of Promoters (9s and 10s) Detractors (0 through 6) NPS Copyright 2010. Key Lime Interactive and UserZoom. All Rights Reserved.
Hotel Brand Perception* All hotels had a drop in brand perception pre to post, indicating that none of the sites have optimized the experience to meet expectations for the given tasks. Nonetheless, Hilton and Marriott have a significantly better brand perception pre and post than Hyatt and Intercontinental at 90% CI 12% 10% 8% 12% 10%
Participants were asked to find parking for a Holiday Inn Express.
** A difference of 17% is significantly worse than Hilton or Marriott.
Task 1 Metrics Find a hotel given a beach theme on specific dates & budget Indicates top runner Indicates significantly worse than top runner
Task 1 Behavior and Time reveals users satisfaction with “perceived” time to completion Intercontinental (65% were satisfied with amount of time to completion) Hyatt (44% were satisfied with amount of time to completion)
Task 2 Metrics Find how much parking is at a specific hotel Indicates top runner Indicates significantly worse than top runner
Some IHG started by clicking on the Brand whereas <2% of Marriott participants filtered by Brand Task 2: Find Parking Details Task 2: Find Parking Details 15% 52% were clear where to start
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