2014 Keynote Competitive Ranking for Travel Hotel Booking Sites and Apps
By Josh Galde | September 14, 2014
Online channels have become the battlefield for winning the hearts and minds of consumers. The performance, usability and brand perception for online content owners are now closely tied, and can quickly influence a customer’s choice – positively or negatively. This is especially true in competitive verticals like Travel, especially within segments like hotel chains and online travel booking sites, where the difference between the top players often comes down to the quality of the initial customer touch-point. Having a way to accurately measure and benchmark the performance of your company’s digital platform against that of the competition is extremely important for internal audiences, and being able say that you were named # 1 by a trusted third party is extremely valuable from a marketing and brand perspective.
What are the Keynote Competitive Rankings for Travel Hotel Booking Sites and Apps?
The Keynote Competitive Rankings for Travel Hotel Booking Sites and Apps measures the travel industry’s major hotel and lodging booking sites to determine which are doing best in pivotal categories such as Performance, User Experience and Customer Satisfaction. The study also looks at how performance and user experience promote or detract from a company’s brand and help determine loyalty and future intent. In addition, the study looked at the mobile technology and social networking habits of study respondents to determine which sites are building the best multi-channel digital relationship, across Web, Mobile and Social. The rankings provide an objective barometer to compare industry leaders and help illustrate how user experience and a site performance have a direct link to business outcomes.
Keynote Competitive Rankings for Travel Hotel Booking Sites and Apps is the latest and most complete syndicated offering in a long line of popular performance and usability industry studies from Keynote.
To obtain a copy of the complete Study and see where your company placed, please see Competitive Intelligence.
Who was included in the 2014 Keynote Competitive Rankings for Travel Hotel Booking Sites and Apps?
Who were the top winners of the 2014 Keynote Competitive Rankings for Travel Hotel Booking Sites and Apps and how did they win?
Marriott excelled at Brand Impact and Future Intent. They won because they are a strong leader, particularly among suppliers. Marriott stands out as being associated with good quality, luxury, reliability, and having good service.
Hotels.com and Expedia lead among online travel agencies (OTAs) for User Experience. They outperformed others because the site experience is easy and fast and they are perceived as having a good value. Expedia was also in the top tier for site speed and performance. Booking.com lead the Mobile app Performance with the fastest Search Results within their downloadable app.
To obtain a copy of the complete report or find out how Keynote can help you improve your digital customer experience, go to Competitive Intelligence.
Competitive Rankings Methodology
Keynote Competitive Rankings measure performance, usability and overall brand effectiveness, across the top 10 leaders in an industry. Rankings for each industry are published twice annually for persistent, longitudinal monitoring. The analysis is custom packaged and delivered to subscribers, providing context within the industry with clear best practice and recommendations for improvement. The study includes an exhaustive list of the rankings across key performance, user experience, brand and conversion indices. Subscribers also get access to detailed metrics per site showing exactly what factors led to their aggregate rank as well as showcasing the most current online best practices, and pitfalls to avoid, based on the competition.
Keynote provides the Rankings in partnership with eVŌC Insights. eVŌC Insights is a customer experience consulting firm that provides expertise in Web- and Lab-based user experience research to help clients achieve higher returns on their digital investments.
The rankings reflect the fact that both performance and user experience contribute to site effectiveness and that neither is owned by an individual business group. Today it is a joint responsibility shared across multiple functions. These metrics are a comprehensive way for companies to measure how successfully cross-functional teams are delivering an optimum customer experience, and benchmark their websites and apps against competitors. The studies also provide a benchmark for others in the industry.
About Keynote Competitive Intelligence
Keynote Competitive Intelligence includes the Keynote Scorecards and Keynote Competitive Rankings. Keynote Competitive Rankings (KCR) benchmark the complete customer experience including site performance, usability and brand within the competitive context of a specific vertical. The studies include tasked-based usability research and performance measurements across multiple digital channels. ;This bi-annual study helps customers understand where they should focus to improve their customer experience and what top sites are doing to be the best. Verticals studied include financial services, travel, hospitality, and insurance.
Keynote Scorecards are fact-based, competitive benchmarking studies that measure and rank digital offerings based on 200 – 400 criteria reflecting industry best practices. The annual and bi-annual Scorecards are designed to help financial services companies identify their strengths and opportunities in acquiring and servicing consumers through their digital channels, and how they rank against their competitors in key categories and tasks.