In its acid summation of the report Forrester notes that "in 2011, hotels will produce $27 billion in online sales from US leisure and unmanaged business travelers." And it goes on to ask "how much better could that be?" To gauge that Forrester developed the Travel Website Functionality Benchmark (WFB) and put the four largest four-star hotel chains — Hilton, Hyatt, Marriott, and Sheraton — through its 63-step benchmark. None passed. The research paper suggests that "to optimize selling performance, travel eBusiness pros should examine the relevancy, visibility, and usefulness of their sites’ basic functionality in areas like navigation, planning, and mobile and embrace innovative, relevant functionality in planning, purchasing, and social media that can contribute to greater growth." That storied hotel names like Marriott, Hilton and Sheraton and Hyatt could be so off-base bears some delving into. Forrester breaks down the report into four areas: firstly "A New Tool (the Travel Website Functionality Benchmark) To Help Travel eCommerce Become More Effective". Secondly, "Just Because They Generate Revenue Doesn't Mean Hotel Websites Do A Good Job; thirdly, and somewhat soothingly, "It's Not All Bad News: Multiple Strong Points Exist As Well" and ends expectedly with a prescription to "Re-Examine Basic Functionality While Pushing Relevant Innovation". Forrester's tool focused on the implementation and content of the hotel companies' websites in terms of "discovery opportunities in search and naviation that inspire the traveler to choose planned on unplanned options". After scoring and ranking the websites in a variety of areas from inspiration to brand clarity to loyalty program and international accessibility Forrester concluded that none of them got a passing grade. Get the full story at Customer Think