Does your hotel website earn a guest's trust?
A site can look beautiful and still lose bookings through a broken link, a missing address, a slow page on a phone, or facts an AI assistant cannot read. A free Mystery Shop checks the things a redesign skips, then sends you a report with the evidence behind every finding.
We review each request and respond within one business day.
Your data is safe. We only look at your publicly accessible pages, the way a guest and an AI do.
What is a hotel website audit?
A hotel website audit is a structured review of whether a hotel's public website earns a guest's trust and works as intended. It differs from a design review, which judges how a site looks. An audit checks function and credibility: whether links resolve rather than error, whether trust signals such as a visible address and clear contact details are present and consistent, whether pages load quickly and remain stable on a phone, whether the structured data describing the hotel is complete rather than missing or left on placeholder values, and whether search engines and AI assistants can read the property correctly. The aim is to surface the small failures that quietly send bookings to a third-party channel, each with the evidence behind it, so a hotel can fix what matters first. Stiplo runs this as a free Mystery Shop on one property, working only from publicly accessible pages, the way a real guest and a real search engine would.
What the audit checks
We lead with credibility, the trust a site has to earn before a guest will book, then the visibility that gets them there in the first place.
Broken links and dead ends
We find the links that lead nowhere and the pages that error out, the kind of small breakage that makes a guest doubt the rest of the site and click away.
Trust signals
We check for the signals a guest looks for before they hand over a card: clear contact details, a visible address, and the on-site consistency that says this is a real, well-run property.
Technical and mobile health
We look at how your pages load and behave on a phone, where most hotel browsing happens, because a slow or jumpy page quietly loses the booking after search did the work of getting the guest there.
Structured data
We read the schema behind your pages, the machine-readable facts about your hotel, and flag the schema types that are missing, the required fields left empty, and identity fields still carrying placeholder values like TBC.
AI readability
We check whether assistants like ChatGPT, Gemini, and Claude can read your property and describe it correctly, so you are represented accurately when a guest asks one where to stay.
Content quality
We check whether your key pages say what a guest needs to know clearly and completely, rather than leaving them to guess or look elsewhere.
Sample finding
Your offers page links to a room that no longer exists
The headline package on your offers page links to a room type that returns an error. A guest ready to book hits a dead end on the page that was meant to convert them.
Link: /offers/spring-escape, button to /rooms/garden-suite
Result: 404, page not found
Evidence: the screenshot of the error, included in your report.
A broken link on a commercial page reads as a property that is not looked after, and a guest who hits one often leaves rather than hunting for the right page.
Illustrative example, not a real property.
In development
Coming soonWe are building a layer that follows your booking journey the way a guest does and checks that the prices and offers a guest is shown stay accurate from the first page to the final step. It is not part of the free audit yet, so the report today leads with the credibility and visibility checks above.
How it works
You request your audit
Enter your hotel URL and your email. The free audit covers one property.
We review and respond
We look at every request and reply within one business day, then run your Mystery Shop.
You get your report
A clear, evidence-backed read on what is undermining trust on your site and what to fix first.
Built by a former hotel CDO
Stiplo is built by Carlo Del Mistro, founder, and until January 2026 the Chief Digital Officer at Ennismore, the luxury and lifestyle division behind around 200 hotels. The audit reflects four years of seeing where hotel websites quietly lose a guest's trust, now built into something any operator can run on their own property.
See how the audit worksCommon questions
What is a hotel website audit?
A hotel website audit is a structured check of whether your site earns a guest's trust and works the way it should: are the links live, are the trust signals clear, do the pages load well on a phone, is the structured data complete rather than missing or left on placeholder values, and can search engines and AI assistants read you correctly. Stiplo runs it as a Mystery Shop, looking at your live, public site the way a real guest and a real search engine would.
How is this different from a design review?
A design review asks whether the site looks good. An audit asks whether it keeps its promises. A site can be beautiful and recently rebuilt and still lose bookings through a broken link, a missing address, a slow phone page, or facts that AI assistants cannot read. We check the things a redesign skips.
How much does it cost?
The audit on one property is free. There is no account to create and no card required. Paid plans cover more properties, the full set of findings, fixes, and ongoing monitoring, and are priced per property during a short conversation.
Do I need to install anything?
No. We work entirely from your public website, so there is nothing to install and no access to grant. Enter your URL and your email, and we take it from there.
How long does it take?
We reply to every request within one business day, and your report follows shortly after. You will hear from us quickly with the next step.
Run your free hotel website audit
See what a guest, a search engine, and an AI assistant find on your property. One property, free.
Request your free auditRelated reading
What a hotel website audit catches
The full, step-by-step guide: the six areas to check, what passing looks like, and what each one costs you when it fails.
Free hotel GEO audit
The same Mystery Shop, framed around whether ChatGPT, Gemini, and Claude can find your hotel and describe it correctly.
Compare the options
A free Mystery Shop next to a DIY audit and an SEO agency, compared by what you are trying to do.
Visibility glossary
Plain-language definitions of the terms behind the audit, from schema and trust signals to GEO and the local pack.