The Search Agency's Mobile Experience Scorecard: Travel

How are the most visited travel sites doing on mobile?

Summer is back again and the travel industry is bracing itself for one of the busiest seasons of the year. But how prepared are travel companies when it comes to mobile? 

The Search Agency compiled a list of the 100 most visited travel destination and accommodation sites using data from Hitwise. Based on methodology from the previous mobile scorecard reports, The Search Agency evaluated the sites based on a set of criteria across seven categories to determine which were most closely aligned with established mobile best practices. 

The results were surprising:

  • The average load time for all companies was 2.64 seconds, which exceeds Google's recommended 1 second load time.
  • The average score was only 2.798 out of 5. The websites with the highest scores were those owned by Choice Hotels International, Best Western, and BookIt.com. 
  • Only 8 of the 100 sites used responsive web design, while 67 served dedicated mobile sites and the remaining 25 served the desktop version of the site.
  • Based on age data from Hitwise, a 60% majority of visitors to the 100 travel sites were over the age of 45.

Download the full report to see how all of the 100 most visited travel websites rank and to learn about the steps you can take to improve your mobile site experience.

 

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