This study investigates numerically and experimentally the effect of longitudinal ribbon reinforcement in conventional honeycomb structure on the various dynamic characteristics of a hybrid composite sandwich plate. Longitudinal strips are considered to be embedded along the transverse directions at various locations of a honeycomb core material without and with carbon nanotubes (CNT) reinforcement in a composite sandwich plate. The governing differential equations of motion of the various hybrid honeycomb composite sandwich plate configurations with strips inserted in conventional honeycomb structures as core layer having top and bottom face composite layers are derived using higher order shear deformation theory (HSDT) and solved numerically using a four noded rectangular finite element. Further, experimental investigations are performed by fabricating the various strips embedded hybrid honeycomb core material with and without CNT reinforcement to evaluate the shear and loss moduli using the alternative dynamic approach. The efficacy of the developed finite element formulation is demonstrated by comparing the experimental and numerical results obtained in terms of natural frequencies and loss factors for the various prototypes of honeycomb composite sandwich plates. Also, the effect of variation in CNT content and thickness of longitudinal ribbon reinforcement in conventional honeycomb core material and ply orientation of the face sheets on the various dynamic properties of hybrid composite structures are studied under various end conditions. This study proposes that the ribbon reinforcement location and the addition of CNTs in honeycomb core materials strongly influence the stiffness, damping and transverse vibration displacements of the ribbon reinforced hybrid composite sandwich plates. © 2019 Elsevier Ltd