The Competitive UX Benchmark Study

UserZoom ran a quick competitive UX benchmark study between Hilton and Marriott, some of the largest hotel brands on the planet, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.

The Study

We ran an unmoderated remote benchmark study with 60 in-the-wild users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.

Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.

We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.

Here is a sample of the benchmark where we gathered participants’ first impressions of the sites:

First impressions are lasting impressions

We showed all 60 participants static images of Hilton’s and Marriott’s homepage and asked them to choose which site they associated with several UX attributes.

Hilton was seen as being more Welcoming (58%), Easy (53%) and Trustworthy (52%).

Marriott was seen as being Informational (67%) and Helpful (57%) but also Overwhelming (62%).

Want to see the rest? Download the battle to find out who won!


Show me who won!