Industries · services
Travel (Booking, Hotel, Airline) conversion rate benchmarks
OTAs (Expedia, Booking), airlines (direct sites), hotels (direct + OTA). Cart/booking abandonment is the dominant CVR pain point — often 75-90% of sessions abandon the booking page.
Business model
commission per booking (OTA), direct sales (hotel), per-ticket (airline)
Typical ACV
$500 avg booking (OTA commission $50-75), $1500 avg hotel stay
Sales cycle
~14 days
Top traffic sources
organic-search, meta-search, email
Cited benchmarks (3)
Each row links to its source study. Click a metric to open the full benchmark page for Travel (Booking, Hotel, Airline) with percentile bar and methodology.
| Metric | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Cart Abandonment Rate↓ (derived) | 76.0% | 87.0% | 92.0% | Baymard Institute 2024 |
| Visitor-to-Lead Rate↑ | 1.5% | 3.6% | 7.0% | WordStream 2024 |
| Bounce Rate↓ (derived) | 40.0% | 53.0% | 67.0% | Contentsquare DXB 2024 (derived for travel) |
Notes on this vertical
Device breakdown matters hugely here. Mobile CVR is typically half of desktop CVR because booking flows have too many fields for mobile. Some OTAs have purpose-built mobile flows that flip this.
Industry profile cited from SimilarWeb Travel Industry Benchmarks.