Drive retention on Travel & Hospitality sites with Contentsquare

In the Travel & Hospitality (T&H) industry, securing a booking is only the first step. The real challenge lies in creating digital touchpoints that are smooth, intuitive, and keep travelers coming back. Contentsquare is here to help you stay one step ahead, providing the clarity you need to identify friction, optimize touchpoints, and build lasting customer relationships.

Key retention data points in Travel & Hospitality 

Understanding how customers interact with your digital platforms is crucial for fostering loyalty. Here’s a look at the current retention landscape for Travel & Hospitality in Contentsquare’s 2025 Digital Experience Benchmarks report.

• While desktop users are less likely to return, mobile visitors show increasing loyalty. 30-day mobile web retention climbed from 4.6% to 5.6%, a significant +21.7% boost, highlighting mobile's growing importance in travel.

• Customer loyalty remains a challenge across T&H verticals, with 57.5% of Net Promoter Score® (NPS®) responses coming from ‘promoters’, the percentage of those who are loyal and enthusiastic customers.

• Retention rates are directly linked to the quality of experience. Sites across all industries with the highest retention rates experienced -17% fewer rage clicks per page and achieved +18% more page views per visit.

• Sites with the best NPS® scores (averaging 77%) fostered the deepest digital journeys, seeing, on average, 3 more mages per visit than sites with the lowest NPS® scores.

How Contentsquare helps you drive retention

The T&H industry thrives on repeat guests, but earning lasting loyalty is hard to earn. While attracting first-time bookers is important, retaining them requires consistent, personalized digital experiences. 

Here are 3 ways you can use Contentsquare’s experience intelligence platform to build trust, satisfaction, and long-term engagement.

1. Understanding the full customer journey

To truly boost customer loyalty, you need a complete view of your travelers, from their first visit to their return trips. Contentsquare's platform provides a suite of tools to help you understand your customers better.

The platform’s core product, Experience Analytics, is a comprehensive solution that captures every user action and movement on your site. It analyzes mouse movements, scrolls, hovers, and in-session journeys, showing you exactly why a user might abandon a booking or get stuck on a form. This gives you the insight to fix problems and automatically find new opportunities to improve your site.

Product Analytics (PA) goes a step further by focusing on the user's entire journey. It tracks behavior across multiple sessions and devices, helping you measure what keeps people coming back without a complex setup. You can easily see which content or features encourage repeat purchases—essential for building long-term value.

To see the big picture, Contentsquare’s Journey Analysis capability maps the entire customer path from start to finish. It uses a unique visual approach to show you exactly where people leave your site and lets you compare the journeys of visitors who convert with those who don't. This helps you figure out what makes a traveler confident in their booking decision. 

For a closer look, the User Lifecycle Extension lets you dive into the behavior of individual customers. You can see all of their sessions, the devices they used, and their overall activity. This is perfect for understanding your most loyal customers and their booking habits, so you can create targeted campaigns to keep them coming back.

When you need quick answers, Contentsquare’s AI, Sense, is your personal assistant. It processes massive amounts of data so you can ask natural language questions and get actionable answers in minutes, saving you hours of manual work. For example, Sense can tell you what's affecting your conversion rate or what a high-value customer's journey looks like. 

Curious to learn more about Sense?

Contentsquare’s Data Connect capability lets you automatically send all of your data to your data warehouse. That way, you can combine the platform’s rich behavioral data with other information, like booking history and customer service interactions. This creates a complete customer profile that you can then use for advanced analysis to predict churn and create highly personalized campaigns that bring guests back season after season.

2. Smoothing out the ride: reducing frustration

Contentsquare’s Experience Monitoring product is designed to help you quickly identify and solve obstacles that impact user experience. As we saw from the benchmarks report, reducing frustration can directly drive customer retention. The product provides a frustration score, which shows how much difficulty a user is having during their session, allowing you to prioritize areas where users experienced the most frustration.

In the T&H industry where frustration affects nearly half of all site visits (44.4%), this scoring system helps hotels and airlines focus on the sessions that matter most for preventing booking abandonment.

With Sense, you can even filter out false positives to ensure your team focuses on real issues. Sense processes massive amounts of travel data to answer questions like "what's affecting our conversion rate?" or "what does a high-value customer's journey look like?", saving travel teams hours of manual analysis. 

To see exactly what your customers experienced, use Session Replay, a capability that lets you watch video-like replays of their sessions, alongside its AI-powered summaries feature, which can quickly highlight key behaviors and frustrations, saving you time. For travel brands dealing with complex booking flows, session replays reveal critical friction points like broken date pickers or payment errors that cause travelers to abandon their bookings and switch to competitors. 

⚡️Success story: how Atlantis Dubai used Session Replay to identify pain points

Atlantis Dubai operates 2 resorts and 1 waterpark, all of which sit under the same domain, making understanding website users and their unique journeys challenging. The digital team decided to turn to Contentsquare for help, using Session Replay to get a deeper understanding of their customers' behavior. 

Instead of relying on data and numbers, the team watched replays of user sessions to see the full context of their online journey. This allowed them to pinpoint the exact source of a problem, such as a user struggling with a particular part of the website, by drilling down into details like the date, channel, and source of the session. 

By visually seeing the user's experience firsthand, they could better understand and address their customers' pain points.

Read the full case study here

Error Analysis allows you to easily find technical issues like JavaScript or API errors that are causing frustration and then jump directly to a related session replay to see how the error affected a user. 

For critical issues, real-time, AI-powered Alerts can detect unusual behavior, like excessive rage clicks, and notify you so your team can act fast. In the fast-paced travel industry where booking windows are often short, these alerts help prevent revenue loss by catching issues like checkout friction before they impact large numbers of potential travelers. 

Impact Quantification helps you put a monetary value on these problems, ensuring you prioritize fixes that’ll have the biggest positive effect on your business. Travel brands use this Contentsquare capability to identify and optimize booking flow improvements that’ll not only improve the customer experience, but also generate the most revenue.

3. Building lasting relationships: personalization & engagement

Once you understand where users struggle, you can tailor their experience to keep them engaged and coming back. With Heatmaps, you can visualize how users interact with your content, seeing what captures their attention and which images or links drive action. 

For travel and hospitality sites, heatmaps reveal critical booking journey insights, such as whether travelers are clicking on non-interactive elements like hotel images they expect to expand, or struggling with search filters and booking call-to-actions (CTAs) across different devices.

Zone-based heatmaps go beyond traditional click tracking to show how each page element contributes to conversions and revenue, making it easy to prioritize optimizations based on business impact. This data helps you make your pages more intuitive and understand which clicks are leading to repeat visits and loyalty. 

Contentsquare’s Voice-of-Customer (VoC) product allows you to collect and evaluate customer feedback at scale, seamlessly connecting what users say with what they do. You can seamlessly connect survey responses to Session Replays to get more context and understand the exact experience a user is referring to, bridging the gap between user feedback and user behavior. 

You can also get direct feedback for customers leaving your site with Exit-Intent Surveys, which provides valuable insights to help reduce bounce rates. In the travel industry, these surveys are particularly powerful for capturing feedback at critical booking moments when travelers are most likely to abandon their purchase due to complex multi-step processes, pricing concerns, or technical issues.

Contentsquare’s Sense can summarize user feedback and survey responses for you, spotting trends, categorizing sentiment, and even highlighting what to prioritize first, and put it all into an easy-to-read summary report. It can even generate surveys for you.

⚡️Success story: how customer surveys helps Ryanair improve their services 

Travel company Ryanair used a 3-step process to measure customer satisfaction and improve their customer experience. First, they use open-ended surveys with a segment of users to identify key pain points. Based on this feedback, they created closed-ended, multiple-choice surveys that were sent to 20% of their daily visitors at critical moments like after booking or checking in. When a customer gave a poor rating, an additional question was triggered to understand the reason.

Ryanair’s team was able to analyze satisfaction trends over time, compare data month-to-month, and use these insights to make data-driven decisions that directly improved their products and services.

Read the full case study here

With mobile traffic on the rise and 30-day mobile web retention climbing 21.7% in the travel and hospitality industry, optimizing the app experience has never been more important. Mobile Analytics helps travel brands convert their mobile audience into loyal users with features like tag-free auto-capture and AI-powered insights–delivering instant clarity on app usage patterns to drive bookings and retain customers.

Understand the bigger picture for mobile and desktop users by tracking customer lifetime value, a metric that represents the total revenue a business can expect from a customer over the course of their entire relationship. Focusing on customer lifetime value lets you prioritize the customer segments that bring in long-term profits. 

💡Pro tip: want to know more about customer lifetime value? Check out this guide dedicated to how to calculate and analyze customer lifetime value.

Another great metric to track is the multi-session purchase rate, which shows the percentage of users who transact in any session after viewing a page. This retention metric helps travel companies optimize for longer buying cycles where customers research for weeks before booking, helping you understand which content or features encourage repeat purchases, essential for building long-term value.

From first impressions to repeat guests

Creating better digital experiences is an ongoing process, especially in the dynamic Travel & Hospitality industry. By leveraging Contentsquare’s comprehensive experience intelligence platform, you can reduce frustration, ramp up conversions, and, most importantly, retain happy and loyal customers.