Travel
Your Ticket to More Leads Might Be Social Channels
OVERVIEW
Key Insights for Travel
It was a quiet year, but businesses are gearing up for a travel boom. With almost triple the amount of form-fill pages over click-through pages, leads are a high priority right now—but you may be barking up the wrong traffic channel.
Eager travelers are scrolling through social.
The majority of traffic to travel form-fill pages comes from paid search—but social visitors seem to perform better. Are ads on platforms like Facebook and Instagram more worthy of your dollars?
Say “bon voyage” to simple copy.
(If you want to, anyways.) Last year there was a pretty clear correlation between easy-to-read copy and higher page performance. This year… eh, not so much. We always recommend simplicity, but don’t sweat it.
Avoid negative trains of thought.
Compared to the overall baseline, travel pages have far less words related to anger (-31.54%) and sadness (-20.1%). That’s great, since negative language often correlates with lower conversion rates.
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Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
Key Insight: Conversion Rate
Conversion rates above 4.8% are flying higher than the industry median.
Conversion Rate: 2020 vs. 2021
What’s this mean? This graph (called a “box plot”) shows how the conversion rates of landing pages are distributed. The dotted horizontal line is the median conversion rate, while the “box” shows where most pages sit. The vertical lines (or “whiskers”) represent the range of the remaining pages, excluding any extreme outliers.
Key Insight: Traffic
Take a vacation from paid search. Try social ads instead.
Search engines are the travel industry’s go-to for ad placements, currently driving over half the traffic to form-fill pages (63.7%). Compare that with social platforms like Instagram and Facebook, which account for less than a fifth of all visitors (15.9%).
But here’s something interesting: Despite sending way less traffic, the median conversion rate for social is nearly double that of paid search (5.7% over 3.4%). Maybe if you’ve just been scrolling through friends’ vacation photos, you’re more likely to book one yourself?
Whatever the reason, it looks like there’s an opportunity here for travel companies. Try spending more on social ads (and a lil’ less on search) in your next lead gen campaign, then see how the results compare.
Gear your next ad campaign towards social channels. (Remember that most social users are on mobile devices—so keep your ads and pages mobile-friendly.)
Optimizing for Form Conversions
On form pages in the travel industry, there seems to be a correlation between“name” fields and lower conversion rates. If you can, try asking for just their email instead.
Avoid negative sentiment and language associated with disgust, fear, and sadness. Our data shows they aren’t convincing visitors to fill out your form.
Travel
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