Testimonials
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Flight Booking & Airlines
Flight Booking & Airline UX Research
Understand how travelers search for flights, compare fares and complete a booking. Baymard’s airline research brings together tested guidelines, industry benchmarks and implementation examples to help teams make flight selection and passenger information easier to navigate across the booking journey.
Make the route from flight search to booking clearer
Flight booking brings several decisions into a single journey: where and when to travel, which itinerary to choose and what a fare includes. Use industry research to understand those decisions, support useful comparisons and help travelers move through booking forms with the information they need.
Key UX challenges for flight booking and airlines
Understand flight shopping behavior
Explore how travelers approach flight research and booking across airline websites, apps and travel agencies, providing context for the journey your team designs.
Support search and fare selection
See how airline sites present flight results and fare choices, and use benchmark examples to discuss the information travelers need while comparing options.
Keep booking forms manageable
Passenger and payment forms need clear, purposeful fields. Explore broader checkout research on reducing the information users must enter to complete a transaction.
Airline research, in numbers
These totals describe the current flight booking and airline research library.
120+
Flight booking and airline UX guidelines
2,500+
Industry UX performance scores
1,900+
Industry implementation examples
Flight Booking & Airlines
The findings from Baymard’s large-scale testing of Flight Booking & Airlines sites provide you with 120+ UX guidelines, along with 2,500+ UX performance scores and 1,900+ implementation examples (incl. best practices) from Flight Booking & Airlines sites.
The research includes flight booking and airline websites such as:American Airlines, Air Canada, Delta Airlines, Emirates, Lufthansa, Ryanair,
6 × Themes
Research across the flight booking journey
Baymard’s flight booking research examines how people use airline websites, from entering a search to selecting fares and completing passenger and payment information. The research library includes implementations from airlines such as American Airlines, Emirates, Ryanair and United Airlines, bringing different booking approaches into the same research framework.
Qualitative usability research informs the guidelines, while manual benchmarking shows how those principles appear on current airline sites. A separate 2026 quantitative study of 3,125 US shoppers adds context about travel research and booking behavior. Together, these resources help teams connect observed usability issues with design examples and the decisions travelers make.
Explore airline booking examples
Browse airline case studies to compare search, fare selection and booking implementations. The examples give your team practical reference points for design discussions; book a demo to see how the guidelines and benchmark evidence work together in the research library.
How teams use Baymard’s research
Testimonials
“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.”
Testimonials
“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.”
Looking for an expert review of your site?
A flight booking UX audit applies the research to your airline website through an expert review and prioritized recommendations.
See the airline research in action
Book a demo to explore guidance and examples for flight search, fare comparisons and the booking journey.