This may be a new or re-vamped website or even one that is constantly evolving to stay current and relevant, in both its approach and its content. It may be for a hotel, a group of hotels or even just one market segment e.g. weddings.
Judges will expect the website to provide an excellent user experience on all devices, preferably with evidence that this is regularly monitored. Data and analytics will demonstrate the performance of the website and its achievement of specific goals, especially with regard to bookings. There will be authentic, creative & engaging content to capture the visitor’s attention.
Consideration will also be given to the activities that drive traffic to the site, whether paid-for or organic.