Unpacking the digital experience of Hilton and Travelodge through our ANCHOR conversion model

In our most recent Travel and Hospitality optimisation webinar, we took a deep dive into the digital experiences of two well-known hotel brands—Hilton and Travelodge. By looking at the key stages of their booking funnels, our aim was we to identify areas where they could optimise their user journeys improve using the principles of our conversion framework, the ANCHOR model.

We discussed the ANCHOR framework in our previous blog Introducing Ratio Partners’ conversion framework, the ANCHOR model.

Hilton

1. Attention

Hilton sets the stage with a visually appealing homepage that uses large, clean images to communicate a sense of luxury and inspiration. This approach effectively captures the visitor’s attention, encouraging them to explore further. The prominent placement of the search bar at the top of the page also ensures that users can quickly start their booking.

Hilton’s booking page draws attention with key information prominently displayed at the top. The use of a map alongside the list of hotel options provides a visual element that can be particularly engaging for users. However, the design could benefit from a more vibrant colour scheme to make the page more visually appealing. On mobile, the map feature is understandably hidden behind a button due to limited screen space.

2. Navigation

The navigation on Hilton’s website caters to both decisive and exploratory users. While the search bar is the focal point, the homepage also offers various waypoints through inspirational content. However, an area for potential improvement is the geo-targeting of popular destinations. Currently, the popular destinations list is heavily skewed towards the US and Mexico, which may not be as relevant for international users. Implementing geo-location features to present more localised options could enhance user experience.

The search functionality is robust, with options to filter by brand, price, and other criteria. However, the presence of two distinct filter sections (one at the top and another suggested filter section) can be confusing. Simplifying this could enhance user experience. On mobile, the navigation experience remains intuitive, allowing users to scroll and filter with ease.

3. Confidence

Hilton builds confidence through the use of TripAdvisor ratings prominently displayed alongside each hotel listing. This social proof is crucial for new customers making booking decisions. However, the confidence-building elements could be improved by including more upfront information about the hotels’ amenities directly in the listings rather than requiring users to click through for details.

4. Hesitation

While the homepage is more focused on navigation, elements to alleviate user hesitation, such as security assurances or clear value propositions, could be more prominent. Highlighting the ease of the booking process and the security of transactions could help reduce any doubts potential customers may have.

One area where Hilton could improve significantly is in its presentation of pricing. Displaying prices as an average per night can be misleading, leading to potential customer frustration when they realise the total cost is higher. A clearer, more straightforward pricing display could reduce hesitation. Additionally, while the sale icons are present, they are not prominent enough to immediately catch the user’s eye.

5. Offers

Hilton’s homepage does a good job of showcasing offers and loyalty benefits through the “Save More, Do More” section. This effectively communicates the potential savings and additional perks available, encouraging users to book directly through the website.

Hilton’s booking page does a good job of highlighting the benefits of their loyalty programme, Hilton Honors. However, the integration of the loyalty programme into the booking process is somewhat clunky. When users try to join the programme, they are taken to a separate page that feels disconnected from their booking journey. Streamlining this process could enhance user experience and encourage more sign-ups.

6. Retention

For returning customers, Hilton does show the option to use loyalty points, but this feature could be made more prominent. Additionally, personalising the homepage for signed-in users by displaying personalised offers or messages could further improve repeat booking rates.

Travelodge

1. Attention

Travelodge’s booking page is straightforward and functional, reflecting the brand’s promise of providing a budget-friendly, no-frills accommodation. The search bar is prominently placed, with a map option available but not immediately in view, and the mobile version even highlights key benefits at the top of the page, a feature that could be beneficial if replicated on the desktop version.

2. Navigation

The navigation on Travelodge’s booking page is simple, with essential filters such as parking and bar/cafe highlighted. The absence of a more comprehensive filter section could be seen as a drawback for users with specific requirements, but it keeps the page uncluttered. The mobile experience, while functional, could benefit from a more streamlined design, particularly regarding the map functionality, which is currently quite fiddly.

3. Confidence

Travelodge also uses TripAdvisor ratings to build confidence, but the lack of additional confidence-building elements such as testimonials or awards might be a missed opportunity. However, for a brand as well established as Travelodge, this might not be as critical. However, the website could benefit from integrating more trust signals to reassure first-time visitors.

4. Hesitation

The pricing information on Travelodge’s booking page is clear and straightforward, which helps reduce hesitation. However, the “from” price tag can still cause some confusion. Unlike Hilton, Travelodge lists key amenities with icons upfront, which helps address hesitation regarding what is included in the booking.

Incorporating more upfront information about the booking process and security features could help mitigate any potential doubts users may have.

5. Offers

Travelodge’s offers are less prominent than Hilton’s, which makes sense given their budget focus. However, highlighting available deals or discounts more effectively could still attract budget-conscious travellers.

6. Retention

Travelodge does not appear to have a loyalty programme as prominent as Hilton’s, which could be a missed opportunity for retaining frequent customers. Implementing a simple rewards programme could encourage repeat bookings.

When comparing Hilton and Travelodge’s digital experiences, it is clear that both brands have strengths and areas for improvement. Hilton excels in creating an inspirational and visually appealing experience, but could benefit from clearer pricing and a more seamless loyalty programme integration. Travelodge, on the other hand, offers a straightforward and functional experience but could enhance user engagement by integrating more confidence-building elements and personalised features.

By applying the principles of the ANCHOR conversion framework, both brands can further optimise their digital journeys to meet the needs of their customer bases and drive higher conversions and retention.

You can watch webinar recording on Website takedown: the Travel edition webinar key takeaways [Hilton and Travelodge]