Testimonials
“We like what we are reviewing from the audit - great analysis and feedback.”
Tours & Experiences UX
Turn interest in an experience into a clearer booking decision
Help travelers discover tours, compare experiences, and understand the details before reserving a place. Baymard’s research follows the journey from the homepage and search through listings, imagery, and booking checkout. Use the findings to guide your team’s decisions, or get an expert audit of your own tours and experiences website.
Book a call with our team to explore tours & experiences UX insights.
Tours & Experiences UX research
Explore guidelines and examples covering tour discovery, search, filters, experience details, image galleries, and booking checkout to support your team’s design and evaluation work.
Tours & Experiences UX audits
Get a confidential assessment of your tours and experiences website, with prioritized improvements, industry examples, and UX performance analysis to guide your team’s next decisions.
Research from browsing an activity to booking it
The study examines how travel context influences search and comparison, how users evaluate experience details and imagery, and where booking flows cause difficulty. Its evidence spans varied tours and activities.
280+
tour booking UX guidelines
2,500+
UX performance scores
1,500+
best practice examples
Key UX challenges for Tours & Experiences
The study examines how travel context influences search and comparison, how users evaluate experience details and imagery, and where booking flows cause difficulty. Its evidence spans varied tours and activities.
Discovering tours and activities
Review the homepage, navigation, and search experience so people can explore activities in the context of their trip.
Comparing available experiences
Assess tour lists, filters, and map views as travelers move from a range of options toward a shortlist.
Evaluating experience details
Review tour details and image galleries to help people understand an experience before they enter the booking flow.
Completing the reservation
Examine the booking checkout process and the points where travelers encounter difficulty completing their purchase.
The evidence behind Tours & Experiences UX
0+hours across Baymard’s full UX research catalog
0+tour booking UX guidelines
0+UX performance scores
0+best practice examples
Travel Tours & Experience Booking
The findings from Baymard’s large-scale testing of Travel Tours & Experience Booking sites provide you with 280+ UX guidelines, along with 2,500+ UX performance scores and 1,500+ best practice examples from Travel Tours & Experience Booking sites.
The UX research covers the entire browsing, selection, and booking process, including:
- What users think when they initially land on the homepage
- How they perform their tours and experience search queries depending on their travel context
- How they evaluate and compare the results and listings, use map views, read up on tour and experience details, use image galleries
- What users think and where they get stuck during the booking and checkout flow itself.
HeliNY Sightseeing, New York Helicopter Tours, Zip Aviation, Shoreline Sightseeing, Tall Ship Windy, Wendella,
6 × Themes
The wider research foundation behind the guidance
0qualitative testing rounds across Baymard’s research catalog
0+participant/site sessions across the research catalog
0quantitative studies across the research catalog
0participants in the catalog’s quantitative studies
Explore research across tours and experiences
See the scope of research spanning helicopter tours, sightseeing cruises, walking tours, and guided adventures, alongside examples from specialist experience operators.
A tours and experiences audit applies the research to your own website, with prioritized findings and comparisons to other industry experiences.
Related industries
Explore research for related industries and customer journeys.
Tours & Experiences UX questions
Which types of experiences are included?
The research includes helicopter tours, river and lake tours, guided activities, group walking tours, and guided adventures across several travel markets.
What parts of booking are covered?
Does the study consider travelers’ context?
What does an expert audit provide?
Can our team use the research during a redesign?
What Baymard clients have to say
Testimonials
“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”
Testimonials
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
Testimonials
“Baymard’s training provides the proper language and sound evidence to understand what it means to create a truly usable interface in the ecommerce business.”
Testimonials
“We’ve used Baymard as a structured evaluation framework when auditing parts of our digital experience… This approach gave us a strong foundational overview of where the experience deviated from established UX best practices and helped prioritize improvements.”
Make the next booking decision easier
Explore tours and experiences research or discuss an audit of your discovery and booking journey.