Hotel website pages exhibit the hotel brand and impact customers’ browsing behaviour. Although the importance of quality attributes and its influences is obvious, it is in its infancy; specifically, regarding the role of website quality attributes in configuring customers’ feelings towards the brand, as well as the influence of those attributes on customer’s online engagement behaviour. Thus, this research provides a comprehensive understanding regarding website attributes influence and aims to investigate the influence of website quality attributes (appearance-related attributes and usability-related attributes) on customers’ brand engagement, brand love, and brand anthropomorphism. Experimental research design is adopted to achieve research objectives. 2×2 between-subjects factorial design experiments were designed to test the research’s conceptual model. 140 students participated in these experiments. Findings indicate that website quality attributes positively influence brand engagement, love, and anthropomorphism. However, the mediation role of brand engagement was not fully supported. This research directly contributes to the hospitality and tourism marketing literature and provides useful insights for both researchers and practitioners by addressing relationships that were not fully explored previously in literature (website quality attributes’ impact on customers’ brand love and brand anthropomorphism). Recommendations to marketing managers are provided to assure high quality user experience while browsing the hotel’s website. Keywords: Website quality attributes, brand engagement, brand love, brand anthropomorphism, hotel website.