Leisure and business travelers evinced widely different website loyalty patterns. Compared to leisure travelers, business travelers were more likely to have bookmarked or favorited the site (16% to 12%), demonstrating a level of brand loyalty not found in leisure travelers, who relied more heavily on paid and organic search engine results to funnel themselves through to the hotel sites. In fact, 25% of business travelers had visited the hotel site in question at least 5 times in the six months prior to taking the survey, while only 15% of leisure travelers had visited any one hotel site that frequently. Finally, close to 60% of business travelers were participants in a hotel rewards membership program, compared to only 41% of leisure travelers. Thirty percent of leisure travelers expressed uncertainty about their likelihood to ever join a rewards program, and 15% indicated that they were flat out not interested in signing up for membership. That's why it is critical, when optimizing a hotel website, to ensure that the diverse types of content align with the needs of each segment. Loyal business travelers will look for familiarity; saved membership information and saved searches, while leisure travelers should be provided with sticky, offer-driven landing pages that are relevant to their search terms and drive them more actively towards conversion through discounts and other incentives.