Only 7% of Hotel Websites Meet Google’s Page-Load Benchmark

Hotel websites are built to sell a feeling: big photos, video banners, booking widgets. In Diib’s data, that comes at a cost that guests feel before they see a single room.

Largest Contentful Paint (LCP) measures how long it takes for the biggest thing on a page, usually the hero image, to show up. Google treats 2.5 seconds or less as “good” and more than 4 seconds as “poor.”

What the data shows

Diib looked at the most recent page-speed test for each website it tested between July 1 and September 28, 2026:

• Among 2,507 hotel and accommodation websites, median LCP was 8.7 seconds, compared with 6.5 seconds across roughly 325,000 websites in other industries.
• Only 7% of hotel websites hit the 2.5-second “good” mark, half the 14% rate elsewhere. 83% landed in the “poor” range.
• The median tested hotel page weighed 3.3 MB, versus 2.1 MB for other websites.
• Vacation rental websites (859 sites) fared slightly worse: 4% met the “good” mark.

What this does and doesn’t tell you

These are automated lab tests of each site’s page, aggregated across Diib’s website data. They’re a consistent yardstick, but they aren’t the same as timing every real visitor’s experience. Heavier pages tend to load more slowly, but this data doesn’t prove that page weight alone explains the gap, and it doesn’t measure lost bookings.

What it does show is that slow first impressions are the norm for this industry, not the exception. A hotel whose photos appear quickly already stands out from most of its competitors.