Does culture matter on global hotel websites? An uncertainty avoidance perspective

Purpose This study investigates whether and how global hotel websites reflect uncertainty avoidance tendencies amid increasing digital standardization in the hospitality industry. It addresses a gap in the literature by examining the relevance of culture in the digital strategies of global hotels. Design/methodology/approach A qualitative thematic content analysis was conducted on the homepage texts of the world’s best hotels, as selected from TripAdvisor’s Travelers’ Choice Awards between 2020 and 2025. Countries were classified as high-UA or low-UA based on Hofstede’s cultural dimensions framework. Findings Hotels in high-UA countries emphasized reassurance, trust and predictability, while those in low-UA contexts highlighted personalization and experiential luxury. Despite these differences, global usability features – such as spa and wellness offerings and luxury-oriented content – were common across all websites. These findings suggest a hybrid communication model shaped by both cultural preferences and global service norms, aligning with the concept of glocalization. Practical implications Rather than fully standardizing website content, hotels should embed subtle linguistic and semantic cues that align with cultural expectations to enhance user trust and engagement. Combining globally recognizable digital norms with locally resonant narratives can strengthen brand differentiation and improve digital performance across culturally diverse markets. Originality/value This study contributes to cross-cultural digital marketing theory by extending Hofstede’s model into the context of global hotel brands. It offers empirical evidence that national culture continues to influence hospitality communication but is increasingly mediated by platform conventions and global branding strategies.