Optimizing hotel selection during the pandemic
In 2020, The COVID crisis led to a collapse in domestic and international travel. According to the World Tourism Organization, international tourist arrivals declined globally by 73 percent in 2020. Globally, airlines and hotels saw a 50%+ decline in revenue.
Our goal was to instill confidence, trust and ease throughout the dream, browse, and booking process, ultimately increasing conversion. With constrained budgets, we identified UI/UX optimizations utilizing existing content, and requiring minimum dev effort.
I led a team of information architects and designers, partnering with product managers and developers throughout this effort. I participated in workshops, analyzed data, led design strategy and deliverables.
Customer deep dive
To better understand our customers’ needs during this time, we observed 60 participants selecting and booking a hotel.
- unmoderated interviews
- frequent online hotel bookers
- mainstream and luxury guests
From our research, we mapped out the customer journey and brainstormed opportunities for where we can provide most value to our users based on their existing needs. We conducted a series of workshops to analyse our data and find patterns in the decision-making process through the lens of multiple personas.
Based on our research and Adobe analytics, we prioritized 4 bodies of work across the booking flow customer journey:
Filter & sort prominence: How might we clearly display filter & sort capabilities so users can easily narrow down their search options?
New filter & sort capabilities: How might we provide users with additional filter options so that they’re able to find their most preferred hotel?
Map prominence: How might we make the map more accessible so users can find hotels in their desired location?
Amenity list optimization: How might we showcase relevant and appealing hotel information so users can easily decide on a hotel?
Narrowing the focus
As a result of the initial round of user tests, we were able to narrow the focus of the original ToN project list to prioritize projects that best improve the users’ ability to select a hotel based on Location, Price, and Ratings.
We created designs and built prototypes that addressed the following:
- Location: Improved Map / List Toggle design
- Price: Separate Sort from the filter menu. (sort by Price: Low to High was the number one requested filter or sort menu option) Also, improved visual design of the tool menu.
- Ratings: Add Cleanliness Rating to the hotel Card
We asked 22 participants to select a hotel in 2 different scenarios, to better understand how and when they may or may not use the map, filter, and sort features. Two desktop and two mobile prototypes were used in the unmoderated tests.
Results
Those who used the tools found them easy to use.
While use of the tools was still unpredictable and dependent on the behavior patterns, habits, and/or needs of the user, the tests did show that both of our designs were:
- Easy to use
- Clearly indicated their function
- Readily visible
- On desktop, the more prominent Map button was easier to find, and led to increased usage of other tools
- Half of desktop users engaged, most mobile users did not
- Small percentage didn’t notice the button.
- Those that did use it found the button clear and the tool helpful.
- The majority of desktop users did sort; most mobile users did not
- Distance, Ratings and Price: Low to High were the primary selections.
- Most desktop and mobile users did not filter
- Requested: price and ratings range filters.
- Users talked to the importance of filters but didn’t actually use them.
- Users prioritize Ratings very highly. Often eliminating hotels by ratings score and number of ratings then referring to Location then Price.
- Users in this test would spend more money on a hotel with better ratings.
Fine-tuning hotel content
Having focused on the structure of the page, we then looked the hotel cards:
How might we showcase relevant and appealing hotel information so users can easily and quickly evaluate multiple hotels and easily find their best-fit hotel?
To learn more about what is important to our guests, we conducted a card-sort activity.
Participants were shown an image of our search results page with a list of empty hotel containers. They were then asked to show us what information they would like to see in the empty hotel containers by choosing from a list of hotel information provided to them.
Results
Overall, the most frequently selected information users want to see in the hotel container are:
- Hotel name
- General guest ratings
- Free wi-fi
- Free breakfast
- Address
- Free parking
- Distance from destination
- Short hotel description
Leisure guests care more about:
- Free parking
- Proximity to POIs
- Pet friendly
Business guests care more about:
- Restaurant onsite
- Free shuttle bus
Map, breakfast, and the 3 P’s
We already knew that price and location were primary drivers in hotel selection, and that “breakfast included” was key. However, we learned that conversion was higher with filter use, the most selected being pets allowed, parking and pool.
This updated Search Results page continues to perform well, 3 years later. What began as a focused optimization for a specific situation became a lasting success.
