A hotel tech website audit is a structured check of whether your website helps a hotel buyer move from "what is this?" to "let's talk" without help from your sales team. It is not a design review. It asks one question page by page: does this make it easier or harder for a hotelier to choose us?

That matters because most of the buying happens without you. Gartner's buying journey research found that B2B buyers spend only 17% of their purchase time meeting potential suppliers, and when comparing several suppliers the time with any one rep may be only 5% or 6%. The rest is research, and your website is where much of it lands. Use the checklist below once a year, and after any redesign, pricing change or drop in demo requests.

1. Speed and technical basics

Google's Core Web Vitals guidance sets good thresholds of Largest Contentful Paint within 2.5 seconds, Interaction to Next Paint of 200 milliseconds or less and Cumulative Layout Shift of 0.1 or less, measured at the 75th percentile of page loads. Google's 2016 research found that 53% of mobile visits are likely to be abandoned if pages take longer than 3 seconds to load. General managers and owners often first see your site on a phone between shifts.

• ☐ Homepage, pricing and demo pages pass Core Web Vitals on mobile in PageSpeed Insights.

• ☐ No layout jumps when cookie banners, chat widgets or hero videos load.

• ☐ Every form submits correctly on mobile and desktop, tested this month.

• ☐ No broken links or 404s from the main navigation, footer or top blog posts.

• ☐ Each key page has a unique title and meta description that names the product category.

• ☐ The site works without a login wall for anything a buyer needs before a demo.

2. Homepage message

A hotelier should be able to say what you sell, for which type of property and why it is better within a few seconds. Read your hero section aloud to someone outside the company and ask them to repeat it back.

• ☐ The headline names the category a hotelier would search for, such as PMS, channel manager or guest messaging.

• ☐ It is clear which properties you serve: independents, groups, management companies or brands.

• ☐ The main outcome is stated in hotel terms, such as direct bookings, labour hours or commission saved.

• ☐ One primary call to action, repeated, not four competing buttons.

• ☐ Integration partners that matter to the buyer, especially the PMS, are visible without scrolling far.

• ☐ No internal jargon or feature names a hotelier would not recognise.

3. Proof

Buyers check claims against other customers. TrustRadius's 2023 B2B Buying Disconnect report found that 54% of technology buyers consult user reviews, and that 51% were more likely to purchase a product they already know and have experience with. Proof is how a stranger borrows that experience.

• ☐ Customer logos or names that match the visitor's segment, not only your biggest brand.

• ☐ At least one case study per main segment with a named property and a measured result.

• ☐ Review site ratings shown where they are strong, with a link to the source.

• ☐ Quotes attributed to a named person and role, not "GM, Europe".

• ☐ Proof placed next to the claim it supports, not on a separate page nobody visits.

• ☐ Nothing older than two or three years presented as current.

If your case studies are not landing, our piece on why hotel tech case studies stop working covers the usual fixes.

4. Pricing

This is where many hotel tech sites lose buyers. In TrustRadius's 2022 report, 81% of buyers wanted to find pricing information on their own. In the 2023 report, pricing not being available on the website was the number one reason (54%) buyers would be less likely to purchase, and 72% said transparent pricing made them more likely to buy.

• ☐ A pricing page exists and is linked from the main navigation.

• ☐ It shows a starting price, a range or at least the pricing model, such as per room, per property or revenue share.

• ☐ One-off costs are named: setup, onboarding, migration and training.

• ☐ Contract length and payment terms are stated.

• ☐ The page answers what is included in each plan without a sales call.

• ☐ A clear next step sits on the pricing page itself.

For the detail of what a good page includes, see the hotel tech pricing page guide.

5. Demo and conversion paths

TrustRadius found that 38% of buyers said having to contact sales for a demo or free trial would make them less likely to purchase, and 49% named a vendor not being responsive to inquiries. The path from interest to conversation should be short and fast.

• ☐ The demo form asks for five fields or fewer.

• ☐ A recorded or interactive demo is available for visitors who are not ready to talk.

• ☐ Visitors can book a time directly after submitting, rather than waiting for an email.

• ☐ Demo requests get a human reply within one business day, checked with a test submission.

• ☐ The thank-you page says what happens next and who will be in touch.

• ☐ There is a lower-commitment option, such as a guide or calculator, for early-stage visitors.

6. Content for the whole buying group

Gartner describes a typical buying group for a complex B2B solution of six to 10 decision makers. In a hotel that might be the general manager, revenue manager, front office manager, owner and IT. Your site should give each of them something to take back to the group.

• ☐ A page or section for owners and asset managers written in money terms.

• ☐ Security and data protection information published, not only sent on request.

• ☐ Integration list searchable by system name.

• ☐ Implementation timeline and onboarding steps shown.

• ☐ A comparison or alternatives page for the competitor buyers most often weigh you against.

• ☐ Content that answers the questions sales hears most, written in the buyer's words.

A good software comparison page is often the highest-converting page a vendor has, because it meets buyers at the shortlist stage.

7. Tracking and follow-up

• ☐ Analytics records demo requests, pricing page views and form starts as events.

• ☐ Every form submission lands in the CRM with its source and page.

• ☐ You can see conversion rate from visit to demo request by month.

• ☐ Pages that get traffic but no next step are listed and reviewed.

• ☐ Search Console is connected and checked for indexing errors.

• ☐ Someone owns the website number and reviews it monthly with sales.

Scoring the audit

Score one point per ticked item. There are 42 checks across seven areas. Use the table to decide where to start.

A score below 30 usually means the website is acting as a brochure rather than part of the sales process. Fix the area closest to the money first: pricing and the demo path before the homepage, and the homepage before the blog. Then check whether your site shows up when buyers ask AI assistants, covered in AI answer visibility for hotel tech.

The website is one part of a wider system that the hotel tech GTM strategy guide lays out end to end. If you would rather have someone else run these checks, start with the free GTM leak audit, which looks at where your website loses buyers.

Frequently Asked Questions