Overall UX Score: 68/100 – Fair

Emiliano Hotel Rio de Janeiro is a stylish, modern luxury property along Copacabana beach. While the physical space evokes elegance and exclusivity, the hotel’s digital presence leaves room for improvement—particularly on mobile and in booking functionality. Here's how it scored across our five key UX categories:

1. Website Design & Aesthetics

Score: 3/5

The site features pleasant colour choices and a minimalist layout that aligns with the brand’s luxury image. However, parts of the visual experience feel dated—some buttons and layout structures could benefit from modern refreshes. There’s clear effort in maintaining visual consistency and premium appeal, but the website lacks interactivity and could be more dynamic. The design gives a solid first impression but stops short of feeling fully immersive.

2. Navigation & Information Accessibility

Score: 4/5

Key information such as room types, dining, spa, and amenities are available, and the “Reservations” button remains visible at the bottom of the screen throughout browsing. That said, one usability issue is the absence of a “Booking” option in the main navigation menu—it’s a small but impactful oversight. Adding that would make it easier for users who prefer navigating from the top menu rather than the fixed bar. Overall, content is well-organized, though not exhaustive.

3. Booking Experience & Functionality

Score: 4/5

The booking flow is generally smooth. Users are presented with multiple room categories, rates, and clear descriptions. However, some room types are missing accompanying images—a critical lapse for high-end travellers who rely on visuals when choosing accommodations. Additionally, the lack of embedded PayPal or trusted international payment integrations could be off-putting, as the current checkout interface may appear less secure to some users.

4. Mobile Optimisation

Score: 2/5

The mobile version noticeably underperforms. During testing, switching the language caused the site to crash, and several elements felt laggy or unresponsive. The interface is slower to load on mobile devices, and that lack of reliability may alienate users booking on-the-go. In contrast to the refined desktop version, the mobile experience felt unpolished and in need of significant optimisation.

5. Content Quality & Storytelling

Score: 4/5

The website reflects a strong brand identity through cohesive visuals and well-chosen imagery. The hotel’s atmosphere, values, and offerings are hinted at, but the storytelling could be stronger. Many pages feel too sparse in detail, and some images appear outdated. Enhancing the narrative around guest experience, updating visuals, and refining the copy would help convey the unique character and emotional appeal of Emiliano Rio more effectively.

Final Comments

Emiliano Rio’s online presence succeeds in projecting sophistication and minimalism, yet falls short in several key digital touchpoints. While the booking process is solid and the overall navigation is intuitive, the lack of mobile polish and occasional content gaps limit its UX potential. With focused attention on mobile responsiveness, refreshed visuals, and more immersive storytelling, Emiliano Rio could elevate its online experience to match the elegance of its beachfront setting.