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
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Overview metric
Key:
industry distribution
Page Views per Day Average: 296,823
Unique Visitors per Day Average: 58,491
Bounce Rate Average: 43%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conversion Rates
Although page views per visit are highest with tablets, conversion rates are highest on PCs at 4.8%.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bounce Rates
Tablets have the lowest bounce rates at 35%. Mobile phones have the highest bounces rates at 47%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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%)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search Traffic
Google accounts for 76% of search traffic
Facebook accounts for 87% of social media traffic; Twitter accounts for 7%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 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
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Overview metric
Key:
industry distribution
Page Views per Day Average: 296,823
Unique Visitors per Day Average: 58,491
Bounce Rate Average: 43%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conversion Rates
Although page views per visit are highest with tablets, conversion rates are highest on PCs at 4.8%.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bounce Rates
Tablets have the lowest bounce rates at 35%. Mobile phones have the highest bounces rates at 47%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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%)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search Traffic
Google accounts for 76% of search traffic
Facebook accounts for 87% of social media traffic; Twitter accounts for 7%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
