The ultimate guide to optimizing digital experience on travel and hospitality (T&H) sites

Digital experience in the T&H industry

As customer acquisition costs climb and attention spans get shorter, the travel and hospitality (T&H) industry is under more pressure than ever. Winning, and holding, customer attention has become an always-on challenge. In this environment, your digital experience isn’t just a nice-to-have; it’s a core differentiator in an increasingly crowded market. And while many brands are investing heavily in customer experience, our data shows a clear performance gap: traffic to T&H sites dipped only -0.6% from Q4 2024 to Q4 2025, but conversions fell by -6.8% over the same period.

Earlier this year, we published our 2026 Digital Experience Benchmarks. Our T&H dataset covered:

• 71 countries

• 34+ billion page views

• 5+ billion sessions

• 700+ websites

• 4 sub-industeries

The insights from this report provide a comprehensive overview of the behavioral trends and challenges impacting the digital customer experience on travel and hospitality sites. This guide is your instruction manual for tackling these challenges. It’s built on insights from leading brands and leverages Contentsquare's comprehensive platform to help you decode user behavior, build better experiences, and drive tangible business outcomes.Whether you're a hotel manager, a UX lead, a growth marketer, or a product manager, this guide offers insights to empower your team.

🤝 Contentsquare: your ally in digital experience optimization

Contentsquare empowers you to improve digital experiences on travel and retail sites, helping you achieve your goals. In the next chapters of this guide, you’ll learn how to:

• 🔍 attract the right potential buyers: increase traffic and its quality quality

• ✨ engage your site visitors: boost engagement & interaction with your page

• ⚠️ unblock visitors willing to buy: reduce friction and drop-off

• 🛒 convert browsers into buyers: turn purchase intent into purchases

• 💌 retain your customers: keep customers coming back and increase CLV

Improving your T&H site's digital experience is like fine-tuning a symphony orchestra. Each section—traffic, engagement, frustration, conversion, and retention—must play in harmony. Contentsquare provides the conductor's score, allowing you to see every instrument's performance, identify dissonant notes, and bring them into perfect alignment, creating a beautiful and profitable customer experience.