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 and experience UX guidelines
2,500+
Industry UX performance scores
1,500+
Industry best practice examples
Travel Tours & Experience Booking UX research
Turn interest in an experience into an informed choice
A tour can look appealing while leaving important questions unanswered. Travelers still need to understand what happens, where it starts and whether it suits them. Use research to present practical details, useful images and reviews alongside the information needed to choose and book an experience.
Explore research-backed guidelines, annotated examples and industry benchmarks to inform design reviews, briefs and the improvements your team wants to test.
Travel Tours & Experience Booking UX audit
Find the priorities for your tours and experiences experience
A tour and experience UX audit applies the research to your website through an expert review of activity discovery and booking.
Get prioritized findings, practical recommendations and implementation examples to help your team decide what to improve first. Discuss the journeys and any competitor comparisons you want included, and agree the scope with the audit team.
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.
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.”
Make the next booking decision easier
Explore tours and experiences research or discuss an audit of your discovery and booking journey.