Make tours and experiences easier to explore and book
Help travelers understand an experience before they reserve a place. Baymard’s audit examines how your desktop and mobile website supports discovery, comparison, tour details, and booking. Turn those findings into clear priorities for the team responsible for making your tours and experiences easier to evaluate.
Your Tours & Experiences audit at a glance
A detailed assessment of tour discovery and booking
Assess the experience against 340+ weighted parameters relevant to tours and activity booking, including navigation, search, listings, tour information, imagery, and booking checkout.
Practical improvements from discovery through reservation
Get 40 prioritized recommendations that connect usability problems with suggested changes, supported by examples that help your team consider better ways to present and book experiences.
Audit report & presentation
The report explains each identified issue and recommended change, with implementation examples for discussion. A walkthrough and 4 advisory calls help your team work through its response.
4 advisory calls
Work with your Baymard auditor across four advisory calls to discuss the findings, review implementation questions, and support your team as it applies the recommendations.
Put your tours experience alongside industry benchmarks
Compare your UX with benchmarks such as Sea Paradise, Wild Rover Tours, Much Better Adventures, and Take Walks, identifying where your booking experience needs attention.
What to expect from your Baymard UX Audit
Work directly with a Baymard auditor to agree the scope, review the findings, and plan your next steps. Delivery timing is confirmed during scoping.
Kickoff: Meet your auditor
Discuss your goals, priority journeys, devices, and project requirements with your lead auditor. Agree the review scope and confirm delivery timing before the audit begins.
Audit: Expert analysis
Team presentation: Findings and recommendations
Implementation support: 4 advisory calls
Next steps: Put the findings to work
What your Tours & Experiences audit covers
Travelers need to understand what an activity involves and how it fits their trip. The audit follows their path through navigation, search, tour lists, and filtering into detailed information, maps, and imagery. It then examines the booking inputs and checkout interactions that connect choosing an experience with making a reservation.
Real results from Baymard-backed UX changes
See how teams turn research into measurable improvements.
$16M
Revenue increase reported by a premium apparel brand after implementing a product comparison recommendation from its Baymard audit.
2x
CVR increase after implementing our checkout usability standards
$1M+
reported value from implementing Baymard-backed UX changes
40%
growth in digital memberships after implementing Baymard insights.
What Our Clients Say
Baymard’s research is used by 29,000+ brands, agencies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 ecommerce companies.
“We like what we are reviewing from the audit - great analysis and feedback.”David Polanco UX Lead at Carnival Cruise Lines
“The Baymard UX audit has been a revelation for our organisation and will likely become a vital tool in our process moving forward.”Peter Fitzsimons Product Design Team Lead at CarTrawler
Tours & Experiences UX audit FAQs
What does the Tours & Experiences audit cover?
The audit reviews desktop and mobile tour discovery and booking, including listings, tour details, imagery, booking inputs, and checkout. Your team’s priorities and project timing are confirmed during scoping. Findings and scorecards remain confidential. Use 4 advisory calls to discuss the recommendations and get feedback on design responses.
When is an audit useful?
Can you compare us with direct competitors?
Can a redesign or prototype be included?
How long does the audit take?
Are the findings confidential?
How does the recommendations guarantee work?
How do we get a quote?
Find the next improvements to your tour booking experience
Talk with a Baymard expert about your tours, booking flows, and design priorities. Agree the audit scope and timing around the experience your customers need.