Prompt attention to customer feedback has been identified as a best practice that drives e-business success (Barua et al., 2001). Prior research found that customer feedback systems were not widely incorporated into hotel web sites (Aksu and Tarcan, 2002). Results from the current study support this conclusion, with only one response mentioning customer feedback across all sites visited. This raises the question: was consumer feedback not important to the respondents, not prominently displayed on the web site during their evaluation of the site, or not yet a part of the consumer expectation? It is possible, given the emerging “technology literate” generation, that feedback on the site may not be as necessary for older, less tech savvy consumers.