Industry UX Research
A large-scale research study on how to optimize the online User Experience specifically for Travel Tours & Experience Booking websites.
At Baymard Institute, we have a whole User Experience research topic devoted specifically to Travel Tours & Experience Booking websites.
This research study examines what users expect and how they behave online as they explore, browse, evaluate, and book tickets at small- and medium-sized websites offering local tours and experiences.
The study examines both 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 – and, of course, what users think and where they get stuck during the booking and checkout flow itself.
Through our 130,000 hours of large-scale UX research, we’ve identified 280+ in-depth User Experience guidelines that are particularly important to Tours & Experience Booking websites. The majority of the UX research findings also apply to ticketing and event sites in general (outside the travel industry).
The tested Tours & Experience websites in our study include:
Baymard’s tours and experience UX research is based on more than 300 qualitative participant/site usability test sessions following the “Think Aloud” protocol. During testing, the participants encountered 1,200+ medium-to-severe usability issues on the Travel Tours & Experience Booking websites while searching for, comparing, and booking tours and experiences for their next trip.
This page provides you with a brief overview of Baymard’s Travel Tours & Experience Booking UX research. Full access to all of our Travel Tours & Experience Booking UX research is available as part of Baymard Premium.
We’ve conducted a UX benchmark assessing 7 Travel Tours & Experience Booking websites across 340+ research-based UX parameters relevant to Travel Tours & Experience Booking websites. The benchmarked sites includes: Sea Paradise, Extranomical Tours, Wild Rover Tours, Sea Saffron, Much Better Adventures, Ziptrek Ecotours, and Take Walks. You can view the sites’ desktop and mobile UX performance in the graph above, which summarizes 2,500+ weighted UX performance scores.
You can expand each theme and topic in the graph above for an in-depth view of the ‘current state’ of Travel Tours & Experience Booking website UX performances. (scroll down to access the in-depth case-studies for each of the sites)
This is a sub-set of the full benchmark which includes 214 e-commerce sites.
Explore UX Benchmark
You can explore our in-depth UX case-studies of the below Travel Tours & Experience Booking websites. In total, these contain 2,500+ UX performance scores and 1,500+ best practice examples from Travel Tours & Experience Booking websites.
We’ve released a small subset of the 280+ Premium UX research findings for Travel Tours & Experience Booking sites for free in these articles: