Achieving great user experience on your travel website is a very delicate balance, only a few have mastered the art. But with the right advice, from the right people, you can avoid these issues and deliver your travel customers a seamless booking experience and compete with some of the major players online.


Research shows that the abandonment rate for most travel websites online is a dizzying 80 – 85%, yet frustratingly, many travel agents still avoid optimising their website for conversions.

Wrong. Attention to detail is paramount, you need to be providing your travel customers with a booking experience that leaves them feeling secure and satisfied. If potential customers are confused using your site, they’re more likely to switch to a competitor’s in search for an easier experience.

When it comes to the design of your website, the user experience (UX) is just as important as the visual identity. You could have the best-looking site online, but if you haven’t taken user experience into consideration, that won’t count for much.

eVolve content management system

For more complicated sites, UX is crucial, as many potential customers need to understand how to use a site and navigate it properly. Remember that creating an interaction-rich-experience is what will ultimately drive traffic back to your site.

Start-ups and small businesses are those who are most likely to benefit from good UX, as their website will be the first impression a user receives of their brand.

In the end, UX is the key ingredient that will propel any travel website forward. The Usability Professionals Association defines the benefits of applying good UX in 6 points:

Increased sales, increased productivity, reduced development time and costs, decreased training and support costs, increased customer satisfaction and reduced maintenance costs.

let’s take a look at 3 brands who already understand the importance of UX.


With its clean, sharp and modern style, Airbnb has one of the very best websites online. The company employs a vast array of designers, working across a multitude of disciplines to co-author the app, website and anything else that contributes to the brand’s success.

Trapped in an endless battle between form and function, the team works tirelessly to achieve the best User Experience possible for their users, and they’ve nailed it. The transition from one page to another, the messages that are sent after payment or the way an icon animates, are all meticulously worked on by the team to ensure the very best experience for their users.


There are some great examples of good UX throughout the company’s website. Such examples include a visible search box that’s simple to use, including a sense of urgency generated through recommendations based on accommodation availability. The brand also works heavily around images, ensuring each and every one is presented well enough to urge users to book, and it works.


Distinguishable by their relentless dedication to understanding the mind of the modern traveller, Expedia has helped millions of travellers find their perfect holiday every month, largely due to their deep understanding of user experience. This dedication has helped them rack up $5.73 billion in revenue, almost $400 million in profit and a market cap of over $15 billion.

ebook travel website

The company uses a variety of tactics to engage users from a wide range of sources, including searches, social media, referrals and more. These tactics consist of many things from using highly visible and bright yellow CTAs, a deliberately non-intrusive navigation bar and information strategically placed above the fold, removing the need to scroll down the page for their customers.


Probably the most prominent and user focused aspect of Skyscanner’s website is the deal map. With this simple but effective tool, Skyscanner offer their users a seamless search function, enabling them to view destinations and prices all in one place, rather than having to individually view each deal through more traditional search methods.

The popular brand also won an award for best meta search flight comparison website for it’s easy to use interface, navigation, originality and design. The website’s calendar function was also recognised as the perfect tool for flexible travellers as it gives unprecedented pricing visibility.

Talk to the experts

With our smart, flexible travel technology solutions, you too can offer your customers a truly seamless booking experience on every screen and device, keeping you up to date with some of the major players on the market.

We’ll help you provide fast results with our streamlined booking engine, offer an unforgettable search experience with our deal map feature, sell your users the widest range of travel products from established suppliers worldwide and best of all, build an engaging website your customers won't forget.

Match your competition online, contact Digital Trip today