Online Travel Industry Report – CRO Review

published by on 23rd December 2015 under Conversion (CRO), Industry Reports

Travel booking CRO industry report blog title



According to an article from Contently, when it comes to website visits and the ‘look-to-book’ ratio, the travel industry’s average conversion rate is at about 0.3%. This is compared to an average 3% conversion rate for ecommerce and retail websites reported in 2013.

This means that most people who land on travel websites, searching for flights, airfare, travel deals and possibly accommodation, leave without completing the booking process. Given that, what can travel websites do to increase online bookings?


To increase online bookings or convert more visitors into customers, these travel websites or travel companies need to optimise the pages by including site page conversion elements that provide a seamless online customer experience and help move customers further along the buying process.


Online Travel Industry Report – CRO Review of travel websites


In order to help you optimise travel website pages, particularly, the main entry points of visitors – homepage and category page, we’ve created the sixth conversion rate optimisation (CRO) industry report on the online travel industry.

This report covers best practices for conversion elements on the homepage and category page as well as examples of online travel websites using these best practices. The aim is to provide a framework to help travel websites invest time and resources as effectively as possible by assessing which conversion elements are most likely to yield results.



  • Currently, Cheap Flights takes the lead in having most of the online conversion elements in its homepage. In the category page, Webjet holds the first place. House of Travel and Flight Centre are both consistently found in the top 3 places in the CXS rankings for both the homepage and category page.
  • Most sites have the elements under the Features and Booking Assist groups present for the homepage and the Design and Navigation groups for the category page. However, they lack the elements under the Credibility group for both pages.
  • Majority of the analysed online travel booking websites have CXS scores of below 75%.


travel homepage element score rankings

travel category page element score rankings





Online travel industry CRO report


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