Benchmark your hotel website against the industry

Compare bookings, visitors, revenue and more


Your Hotel



Market Average



Hotel Benchmark is a growing community of over 650 hotels in more than 60 countries.

Become part of the bigger picture. Join our growing community and gain valuable industry insights.

“What is a good hotel website conversion rate?”

Everyone wants to know exactly how many of their website visitors are actually booking direct. We can tell you that the industry average is between 1.7% and 2%, but when you're part of the benchmarking community you can compare your hotel conversion rate with lots of other hotels in your competitor set.

“Is our online paid advertising working?”

Hotel Benchmark allows you to compare the Return on Investment (ROI) for your Google Ad campaigns with other hotels. With insights like these, it's easy to see if your marketing strategy needs tweaking.


“How much traffic should our hotel website be getting each month?”

Stepping back and analysing the overall performance of your website is vital. Metrics like website traffic only start to tell a story when they are monitored over time or compared with others.

How it works


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Benchmark your website performance in exchange for sharing your anonymised data with our community.



your Google Analytics account

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Don't just take our word for it...

Great to finally have an intelligent benchmarking tool within the hospitality industry that focuses on digital marketing insights. The reports have helped to highlight areas of success within our properties and also potential growth opportunities.

Gemma Gilbert – Director of Marketing at Careys Manor Hotel

We use Hotel Benchmark to monitor our online performance and it helps to shape our digital strategy and determine areas of focus. It is really helpful to see all the important statistics in one place.

Natalia Rakowska – Head of Marketing at Royal Lancaster London

Hotel Benchmark is a really helpful tool to the team. It’s an innovative idea that’s been long-overdue in the industry. Having the ability to see how our digital marketing measures up has helped better steer our activity.

Roberto Pajares – General Manager at The Ampersand Hotel & Vintry & Mercer

Hotel Benchmark is a useful and long overdue tool that gives valuable benchmark comparisons specific to our industry and location. Measuring website performance in relation to competitors aids strategic decision making and provides solid justification for ongoing investment in our website.

Martine de Geus – Director of Marketing & PR at The Beaumont