In this study, the websites of hotels operating in Ayvalık were analyzed to evaluate the effectiveness of their digital marketing strategies. Considering the increasing role of digitalization in the tourism sector, the websites of hotels were examined based on various criteria such as user experience, reservation systems, content management, access information, and information about nearby tourist areas. Within the scope of the research, the websites of 23 hotels with a tourism operation certificate in Ayvalık were evaluated using content analysis. The findings indicate that the hotels have largely adopted digital services such as online reservations and secure payment systems, but they do not provide sufficient information on critical aspects such as reservation policies, cancellation conditions, and customer support services on their websites. Additionally, it was found that most hotels are successful in providing basic content such as hotel promotion, services, and transportation information, but there are shortcomings in features aimed at attracting customers, such as promotions, virtual tours, and loyalty programs.