Hotel Industry UX Benchmark Study


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This is a slideshare of the Hotel Industry UX Benchmark Study, where you can see the webinar presentation, including highlight results of the study made by UserZoom

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Hotel Industry UX Benchmark Study

  1. 1. Webinar: <br />Hotel Industry UX Benchmark Study<br />June 29th, 2010<br />
  2. 2. Overview<br />Introductions (2 min)<br />Study Background (3 min)<br />Methodology and Technology (3 min)<br />Executive Summary (3 min)<br />Findings and Opportunities (20 min)<br />Questions and Comments (15 min)<br />
  3. 3. Introductions <br />Alfonso de la Nuez<br />Partner & Chief <br />Marketing Officer<br />at UserZoom<br />Ania Rodriguez<br />Founder and CEO at<br />Key Lime Interactive<br />
  4. 4. About UserZoom<br />Leading online (remote) user experience research software company<br />9 years experience in UX research & consulting<br />Offices in Sunnyvale (CA), London (UK) and Barcelona (Spain)<br />Created because traditional UX research methods are great but not enough<br />
  5. 5. About Key Lime Interactive<br /><ul><li>Experienced market research and usability professionals
  6. 6. Over 12 years of consulting experience testing Internet 500 websites and providing actionable results
  7. 7. Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
  8. 8. Cross-Industry Expertise
  9. 9. Ability to scorecard against competition
  10. 10. Ability to suggest cross-industry recommendations to improve ease of use
  11. 11. Independent Third Party
  12. 12. Impartial with no-hidden agenda
  13. 13. Ability to work with business team and developers to “get everyone onboard”</li></ul>Expert Reviews<br />
  14. 14. Study Background <br />
  15. 15. Study Background <br />
  16. 16. Today’s Session Goals<br />What's the most popular hotel brand?  <br />Can users successfully find a room?  What matters most to users searching for a hotel room?  <br />Can users successfully find a weekend deal?  If they couldn't, why not?  <br />What needs to be improved?  <br />How is the overall user experience?  <br />Would they recommend the site to friends? <br />What common patterns did we find out with regards to user behavior?  <br />
  17. 17. Tasks<br />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.<br />Find parking cost at specific hotel: Your task is to find out how much on-site parking cost at <hotel name> for one night.<br />
  18. 18. Study structure<br />Introduction:<br />When planning for a vacation and booking for a hotel to stay at, what is the first hotel that comes to mind?<br />What type of content do you need to see before making an online reservation?<br />Based on your experience, how negative or positive is your perception of the following hotel brands?<br />Are you part of any of the following rewards programs? <br />Post-task:<br />Self-reported success<br />Ease of use<br />Ease of navigation<br />Clear where to start<br />Satisfaction with amount of time to complete task<br />What content is missing or would make it easier to find what you are looking for?<br />Wrap-up:<br />Likelihood to recommend : (Net Promoter Score )<br />Post-task brand image<br />Screener<br />N=200<br />Introduction<br />Hilton<br />Marriott<br />IHG<br />Sheraton<br />Hyatt<br />n-=50<br />n-=50<br />n-=50<br />n-=50<br />n-=50<br />Task 1<br />Task1:<br />Task 1<br />Task 1<br />Task 1<br />Task 2<br />Task 2<br />Task 2<br />Task 2<br />Task 2<br />Wrap-up<br />
  19. 19. Methodology and Technology <br />
  20. 20. Online Usability Testing Solution<br />UZ Self-Serve Edition<br />100% on-demand, web-based software solution<br />To manage & conduct various types of online UX research projects<br />
  21. 21. How does UserZoom add value?<br />By allowing you to see the BIG picture<br />Testing large samples of geographically spread participants<br />Combining statistically-significant usability + user behavior data<br />Measuring Customer Experience cost-effectively<br />Getting actionableinsights<br />Behavior<br />Usability Lab Studies<br />Web Traffic Analysis<br />Online <br />UX<br />Studies<br />Attitudes<br />Online Surveys<br />Focus Groups<br />Qualitative<br />Quantitative<br />
  22. 22. How does UserZoom add value?<br />
  23. 23. Our method<br /><ul><li>Hundreds of users participate in a study
  24. 24. In their natural context
  25. 25. From geographically spread locations
  26. 26. Users try to complete tasks(or goals) + answer questions
  27. 27. No human moderation needed
  28. 28. Our browser bar connects users with our secure servers</li></li></ul><li>User recruitment options<br />Choose the user <br />recruitment yourself<br /> Panel*<br /> Intercept<br /> Private mailing list<br />*Partners of<br />
  29. 29. Participants<br />
  30. 30. Executive Summary <br />
  31. 31. Executive Summary <br />Hilton and Marriott are the top 2 most popular brands<br />Hilton ranks #1 using the KLI UX Score<br />Hilton, Marriott, Intercontinental, and Starwood provide the a significantly better search experience than Hyatt<br />Hilton has the highest success rate (95%) for an open search for a beach destination <br />Marriott leads in terms of ease of use (63%) and ease of navigation (64%)<br />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<br />Marriott had the highest success rate (71%) for finding the parking rate and participants found it the easiest to navigate, however 72% of Marriott participants were unclear where to start <br />Intercontinental participants found the site easiest to use and easy to know where to start when looking for a hotel’s parking rate<br />Nonetheless, after spending about 10 minutes on the site, both brand perception and NPS were low<br />Hilton leads with a -7% NPS. <br />Hilton has the highest overall brand perception pre and post, however experienced a 12% drop pre to post experience<br />
  32. 32. Findings and Opportunities <br />
  33. 33. Price, style of room, deals and ratings are the most important content when making an online reservation. <br />
  34. 34. 93% typically compare specific dates rather than flexible dates when booking a hotel for a vacation. <br />
  35. 35. Hilton and Marriott are the top 2 brands that are top of mind when users were asked unaided. <br />
  36. 36. Net Promoter Score (NPS®)<br />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. <br />Detractors<br />Promoters<br />-<br />=<br />% of Promoters<br />(9s and 10s)<br />Detractors<br />(0 through 6)<br />NPS<br />Copyright 2010. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
  37. 37. Hotel Brand Perception*<br />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. <br />Nonetheless, Hilton and Marriott have a significantly better brand perception pre and post than Hyatt and Intercontinental at 90% CI<br />12%<br />10%<br />8%<br />12%<br />10%<br /><ul><li>Participants were asked to find parking for a Holiday Inn Express. </li></ul>** A difference of 17% is significantly worse than Hilton or Marriott. <br />
  38. 38. Task 1 Metrics<br />Find a hotel given a beach theme on specific dates & budget<br />Indicates top runner<br />Indicates significantly worse than top runner<br />
  39. 39. Task 1 Behavior and Time reveals users satisfaction with “perceived” time to completion<br />Intercontinental (65% were satisfied with amount of time to completion) <br />Hyatt (44% were satisfied with amount of time to completion)<br />
  40. 40. Task 2 Metrics<br />Find how much parking is at a specific hotel <br />Indicates top runner<br />Indicates significantly worse than top runner<br />
  41. 41. Some IHG started by clicking on the Brand whereas <2% of Marriott participants filtered by Brand<br />Task 2: Find Parking Details<br />Task 2: Find Parking Details<br />15% <br />52% were clear where to start<br /><ul><li> 44% searched by City/Town
  42. 42. 15% searched by Brand</li></ul>28% were clear where to start<br /><ul><li> 58% searched by City
  43. 43. 19% searched by State</li></ul><2% searched by Brand<br />
  44. 44. Overall Ranking using KLI score<br />
  45. 45. Q&A<br />
  46. 46. Thanks so much for your time!<br />Check out our upcoming events at &<br />UserZoom (USA)<br />440 N. Wolfe Rd. Sunnyvale,<br />CA 94085 <br />Phone: +1 (408) 524 7445 <br />Contact: Alfonso de la Nuez<br /><br />Key Lime Interactive<br />1221 Brickell Avenue<br />Miami FL 33131<br />Phone: 1 (305) 804 2930 <br />Contact: Ania Rodriguez<br /><br />