User experience on hotel websites

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Regarding a post about user experiences and travel websites , I wanted to specifically look into what concerns hotel websites. I was wondering if, in the specific case of tourist accommodation, it is also necessary for the page to load quickly, the purchasing processes to be secure at all stages, and the design to be attractive to help make the offer concrete.

online reservation


Giselle della Mea points out in a post about the importance business owner data of offering a good user experience, several important items of which I highlight:

Prioritize everything that leads to booking the room, keeping the reservation system visible throughout the page or a link to it.
Do not divert the customer's attention during the booking process with information about the destination, weather or other content.
In a study carried out by the consultancy firm Xperience, several concepts were analysed in a test with 5 websites of renowned hotels in Barcelona. Among the variables analysed, those that received the highest favourable score were:

Speed ​​in page download speed
Information about the purchase/reservation process
Information about hotel features
Detailed information on services
Understanding options and menus (for online booking)
The above can then be summarized as: focus, speed, precision and simplicity . On a more general level, Tristán Elósegui, in his series of posts on User Experience, summarizes from the point of view of a user, what a website related to e-Commerce must meet. Four essential points:

1) Make me feel safe .

2) Make me feel calm .

3) Accompany me throughout the entire process.

4) Simplify it so that it is easier for me.

This includes the issue of security, which is key in online purchasing processes. Have you had positive experiences booking on hotel websites? What do you value most in a hotel website ? What makes it most difficult for you to make a purchase or make a purchase decision on them?