Lodging Industry Website Benchmarks

 In Benchmark Reports, Lodging

How does your lodging (Hotel, Inn, B&B or Vacation Rental) website perform? Compare yourself to these 24 key online marketing benchmarks for the lodging industry to find out. Soon, we will break this data down into three lodging sub-categories: hotels, inns and vacation rentals.

BE SMART: feel free to examine this data, but if you login and add your own website, you will instantly see YOUR data charted against this growing industry average! More relevant and more powerful.

As I publish this post, our initial data set is small: 23 websites. They average 9500 visitors per month.  These charts will change in real time so please bear with us, they take a bit of extra time to load. Hopefully we will increase our website data set and the results below will become more statistically significant.

If you’d like to register your website on Z-Tracker for free and benchmark your website against this lodging industry data set, all you need to do is get connected here!

#1: Visitor Sessions (by month)
#2: Average Session Duration (seconds)
#3: Bounce Rate
#4: Search Engine Sessions

Channels

The next five reports are benchmarks of “Channels.”  Channels are broad source categories of traffic: Direct type-in, Organic Search, Referrals, Email and Social.  These are only from Lodging industry websites.

#5: Channel: Sessions sourced to Organic Search (as % by month)
#6: Channel: Sessions sourced to Direct Type-in (as % by month)
#7: Channel: Sessions sourced to Referrals (as % by month)
#8: Channel: Sessions sourced to Email (as % by month)
#9: Channel: Sessions sourced to Social (as % by month)

Device Types

The next three reports are benchmarks of Device Types that website users use to access lodging websites.   Login to BlizzardMetrics for much more detailed data on devices usage.

#10: Device Insights - Percentage of Traffic from Mobile Devices
#11: Device Insights - Percentage of Traffic from Tablet Devices
#12: Device Insights - Percentage of Traffic from Desktop Devices

Spammy Referral Sources

The next three reports are about Spam Referrals. Spam referrals are a big problem that over-inflate your referral traffic and also increase your bounce rate and decrease time on site and average page views.

#13: Total Number of Domains Referring Traffic by Month
#14: Total Number of Referring Domains Classified as Spam
#15: Percentage of your Referral Traffic that comes from Spam Referrals

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Linking Benchmarks

The next three reports come from Mozscape, which provides a 3rd party evaluation of the importance of your website/webpage. It represents a link popularity score and reflects the importance of any given web page on the Internet. Pages earn MozRank by the number and quality of other pages that link to them. The higher the quality of the incoming links, the higher the MozRank. Learn more at https://moz.com/learn/seo/mozrank

#16: Domain Authority
#17: MozRank for Homepage
#18: Number of External Equity Links

Google Page Speed Insights

The next three reports come from Google Page Speed Insights. Please note: The most recent month is the most accurate.  (when new sites are added, this information is not updated into the past, like most other reports)

#19: Desktop Speed Score (by Google PageSpeed Insights)
#20: Mobile Speed Score (by Google PageSpeed Insights)
#21: Mobile Usability Score (by Google PageSpeed Insights)

Facebook Insights

The next three reports come from Facebook Insights. Please note: The most recent month is the most accurate.  (when new sites are added, this information is not updated into the past, like most other reports)

#22: Facebook Fans (most recent month only)
#23: Facebook Fans (most recent month only)
#24: Facebook New Posts by Month (most recent month only is accurate for the stated dataset)
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Showing 2 comments
  • Ben Day
    Reply

    Conversion rate of the booking engine?
    Number of e commerce searches in relation to site visits
    We will complete but these two metrics are critical

  • Trent Blizzard
    Reply

    Ben, I agree. So is some good pay-per-click / adwords data. Those are easy reports to add, and I will!! But… we need more participants. Right now only a few do ecormmerce tracking and the dataset would be too small.

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