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Hotel websites

How will tracking and analytics change throughout 2023?

13 March 2023


Top 5 Hotel Website Analytics Trends for 2023

Not a day goes by that our roles in hotel marketing are not influenced by website analytics and tracking. While the move from Universal Analytics to GA4 is dominating a lot of the conversations, I want to step a bit further back from the day-to-day and look at some of the holistic changes that we expect to see.

Here are the trends and changes that may affect you and your hotel marketing strategy in 2023:

Privacy Regulations

Privacy regulations, such as GDPR and CCPA, are continuing to impact hotel website analytics. In response, web analytics platforms are introducing new features and tools to help website owners comply with these regulations; tools include more comprehensive cookie management systems (such as cookiebot), consent management with Google Tag Manager, data retention controls, and server-side tracking (this is a big one and we’ll have a post for you soon on that).

Recently, the government has re-introduced its proposed Data Protection and Digital Information (DPDI) Bill which aims to implement a ‘common-sense led’ approach to data protection and cut down on excessive and unnecessary paperwork. The bill will move us away from a ‘one-size fits all’ approach and hopefully, allow industry-specific implementations a lot clearer. Be sure to read up on this new proposed legislation because it will affect the data strategy at your hotel.

Increased Emphasis on First-Party Data

With the ongoing changes in privacy regulations, there is a growing emphasis on hotels collecting and analysing first-party data. First data is information that is collected directly from users by a company or organization that has a direct relationship with those users. This data is often collected through interactions with a hotel’s website, mobile app, or other digital touchpoints, and can include information such as website usage data, purchase history, and contact information.

Examples of first-party data include:

Website owners are now focusing on building direct relationships with their users to gather more data about their behaviour and preferences, rather than leaning exclusively on third-party tech providers and SaaS solutions to do this all for them.

Rise of Customer Data Platforms (CDPs)

Customer Data Platforms (CDPs) are becoming more popular as a way to consolidate customer data from various sources, including website analytics, CRM systems, and marketing automation platforms. They are still very much in their infancy in hotels however they have real potential to allow hotel marketers to gain a holistic view of their guests and make more informed decisions. Some key advantages of using a CDP will be:

Voice Search

With the increasing use of voice assistants, website analytics may need to adapt to the unique search behaviour of voice search users. This could involve tracking different metrics, such as the length of voice search queries or the number of times a user repeats a search.

Some of the key areas we see it affecting tracking on a hotel website are as follows:

Increasing Importance of Mobile Analytics

Mobile devices continue to be a dominant force in online browsing, and website analytics will need to continue to adapt to this trend. This includes tracking mobile-specific metrics such as app usage and mobile site speed. It is difficult to predict exactly where mobile analytics will go, but some trends we are seeing include:


In conclusion, hotel website analytics will continue to evolve in response to changing privacy regulations, shifting user behaviour, and advances in technology. Hotel marketers should stay up-to-date with these changes and adapt their analytics strategies accordingly to ensure they are gathering accurate and relevant data.

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