Compared to fuzzy numbers, intuitionistic fuzzy numbers provide greater opportunities for solving complex decision-making problems, especially when they are related to ambiguities, uncertainties and vagueness. However, their use is more complex, especially when it comes to ordinary users. Therefore, in this paper an approach adopted for evaluating alternatives on the basis of a smaller number of some more complex evaluation criteria is proposed. The approach is based on the use of linguistic variables, triangular intuitionistic fuzzy numbers, and the Hamming distance. At the end, a case study of hotels' websites evaluation is given to demonstrate the practicality and effectiveness of the proposed approach, together with its limitations and weaknesses. Additionally, a new procedure for ranking intuitionistic fuzzy numbers is proposed and its use is verified.