Success in travel is defined by your website's ability to convert visitors

February23, 2017

Andey Speight

Your marketing efforts are only ever as good as your own-brand website – never a truer statement made in the travel sector. Whether you're an online travel agency (OTA), a hotel brand or an airline, you depend on your website for bookings.

You can spend as much time and money trying to get people to click-through to your website, but if your website isn't up to scratch, they'll drop any intent to book and head elsewhere.

Travel brands are up against it at the best of times, research suggests. EyeforTravel's new 'Understanding the Travel Consumer's Path to Purchase' white paper looked at real purchase data from more than a quarter of a million consumers across five countries and found that three quarters of consumers will visit and then leave a travel site, before coming back to it to complete their purchase.

The research looked at OTA, airline and hotel verticals, tracking how often paying customers visited a site prior to booking. OTA sites were visited between 73% and 78% of the time before conversion, airlines between 69% and 84%, and hotels between 69% and 70%.

Due to the nature of the purchase, of course, it's always going to be fairly likely that a travel customer will want a bit of time to think and weigh up their options before parting with their money. However, travel brands need to try harder to convert visitors first time, suggests Alex Hadwick, head of research at EyeforTravel.

He said: "Reportedly, travel purchases in Q4 2016 had an above average abandonment rate of 82 and I think that this research reinforces the importance of getting the fundamentals right so that rate reduces."

"Travel brands need to get their own-brand site right across all devices because this is one of the most cost-effective ways of driving better profitability, especially as, typically, half of users will abandon a site if it takes more than two or three seconds to load."

How Digital Trip can help

Our team of experts can sort you out with a website that your customers will visit again and again. Our intelligent platform automatically gives your customers the optimum experience, regardless of the device they are viewing your website on – mobile, tablet or desktop PC.

Every online solution we deliver includes our award-winning eVolve content management system (CMS) to make managing your website a breeze. With eVolve CMS, you can control almost every aspect of your site and take charge of your online business. Our aim is to give you the tools to create a website that customers see no reason to abandon as they move in to make a purchase.