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Travel Tours & Experience Booking
Tour & Experience Booking UX Research
Explore how travelers evaluate tours and experiences before booking. Baymard’s research provides guidelines, benchmark examples and usability findings for explaining an activity, presenting practical details and supporting the booking journey, helping teams connect an appealing experience with the information people need.
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.
Key UX challenges for tours and experiences
Make practical tour details easy to find
Help travelers assess duration, price, meeting points and other essential details before booking, using findings from usability testing across different tours and activities.
Show what the experience involves
Use meaningful photographs and maps to communicate an activity’s setting and itinerary, helping travelers connect the description with what they can expect on the day.
Connect travelers with relevant reviews
Help people evaluate the specific experience they are considering by making relevant reviews available and linking directly to the right third-party review information.
Tour and experience research, in numbers
These totals describe the current tour and experience booking research library.
280+
Tour and experience UX guidelines
2,500+
Industry UX performance scores
1,500+
Industry 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
Research across tours and activity bookings
Baymard’s tour and experience study involved more than 1,700 hours of research across 15 websites. The tested activities included New York helicopter tours, Chicago river trips, activities in Hawaii, London walking tours and Iceland adventures, allowing the research to examine different types of experience and booking decisions.
The findings cover how travelers discover activities, assess practical details and understand what an experience includes. Photographs, maps and reviews help them evaluate those details before booking. The research library brings the guidelines together with manually scored provider examples, giving teams a way to explore both recurring usability needs and concrete approaches to presenting an activity.
Explore tour and activity booking examples
Compare how tour providers describe experiences, present practical information and support booking through the industry benchmark case studies. Use the examples to ground design discussions, and book a demo to explore the guidelines and evidence behind those decisions.
How teams use Baymard’s research
Testimonials
“My team loves Baymard Premium and it has become a valuable tool for us. We consult with a number of large brands and manage their eComm (both DTC and eRetail) and your data is amazing, it gives us all the testing data without having to run the tests ourselves. Our clients appreciate us having the depth of knowledge Baymard provides, we’ve used Baymard data multiple times to defend our recommendations and to inform our designs.”
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.”
Looking for an expert review of your site?
A tour and experience UX audit applies the research to your website through an expert review of activity discovery and booking.
See the tour booking research in action
Book a demo to explore research for activity information, traveler confidence and clearer booking journeys.