expedia.comvsstarwoodhotels.com

Expedia edges out Starwoodhotels modestly on homepage messaging, 63 to 55. Here's where the gap comes from.

Expedia is clearer about what it does (46 vs 33 on clarity). Starwoodhotels has stronger CTAs (62 vs 37). Expedia is better at saying who it's for (ICP: 40 vs 15). Expedia's targeting is decent, while Starwoodhotels's is generic.

Expedia uses a "Price / Value Leader" positioning while Starwoodhotels goes with "Community / Movement" — fundamentally different approaches to winning the same buyer.