Hotel Benchmarking Metrics

Hotel Benchmarking Metrics Presented by Tamara Gaffney

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Methodology • Analyzed 333.7 million visits to 31 hotel websites from October 1, 2012 through December 31, 2012 • Aggregated and anonymous • Averages taken from 5th through 95th percentile to lessen impact of outliers Adobe.com/go/digital_index Adobe.com/go/onlineshopping


2

Overview metric

Key:

industry distribution

Page Views per Day Average: 296,823

Unique Visitors per Day Average: 58,491

Bounce Rate Average: 43%


Min

Q1

Med

Q3

Max

Page Views and Visits

The average visitor does not visit a hotel website more than once per day

Tablet users view more pages per visit than any other device user (4.9)


Conversion Rates

Although page views per visit are highest with tablets, conversion rates are highest on PCs at 4.8%.


Bounce Rates

Tablets have the lowest bounce rates at 35%. Mobile phones have the highest bounces rates at 47%


Mobile

16.2% of visitors to hotel websites are on a mobile device

Of those mobile visitors, 58% are on tablets and 41% are on mobile phones

16.2% of total unique visitors are on a mobile device


Referrals

42% of traffic originates through search, 33% through direct (typed/bookmarked), and 24% through other websites

Social Media represents less than 1% of referral traffic (.71%)


Search Traffic

Google accounts for 76% of search traffic

Facebook accounts for 87% of social media traffic; Twitter accounts for 7%
