( WEBSITE CONVERSION ANALYSIS )
ihg.com/holidayinn
( OVERVIEW )
Family oriented hotel site with strong brand imagery booking widget above fold and features sections to showcase amenities
( SCORES )
( DETAIL )
Crisp imagery and typography create professional look but policy banner distracts
Working: High quality imagery enhances perceived value
Gap: Cookie policy banner conflicts with site aesthetic
Insight: Consider elevating visual hierarchy to guide focus
Layout adapts across devices but horizontal carrousel could hinder mobile navigation
Working: Responsive search bar ensures key function remains accessible
Gap: Horizontal hotel list may be hard to swipe on mobile
Insight: Convert carrousel to vertical list on small screens
User can find booking widget quickly but lacks guiding elements for decision making
Working: Booking CTA is prominent and persistent
Gap: Lack of context for hotel highlights may confuse users
Insight: Add breadcrumbs or section labels to orient user
Headlines are engaging but body text feels verbose and could overwhelm
Working: Tagline Nuevo Dia Nueva Estadia is motivating
Gap: Paragraph copy is lengthy with no key phrase emphasis
Insight: Break paragraphs and use bullet points for skim reading
Design follows hotel industry patterns offering familiarity but lacks unique flair
Working: Alternating image text panels add visual rhythm
Gap: No signature interactive feature differentiates brand
Insight: Introduce interactive map or 360 view to stand out
Site lacks urgency triggers and social proof limiting conversion
Working: Clear call to action prompts booking now
Gap: No scarcity message on room availability
Insight: Display real time room availability counts
( OPPORTUNITIES )
The highest-impact changes we'd prioritize first.
Add customer reviews or star ratings nearHotelHighlights to build trust and guide choice
Show remaining room count or time limited offers on hotel cards to drive urgency
Change horizontal hotel list into vertical scroll on mobile for easier navigation
Rewrite descriptive paragraphs into bullet points and concise sentences to improve readability
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