Now more than ever, Travel websites face some tough challenges. They must convince today’s rare and wary voyager that it’s safe to venture into the world by plane, train, or automobile — and to stay in a motel, hotel, hostel, or tavern once they reach their destination. And given everyone’s current hesitation to venture far from home, these sites should make it fall off a lounge chair easy for users to find and book flights, rental cars, and accommodations before they decide instead to spend their vacation at home.

But how easy do Travel sites actually make it for visitors to plan that bucket list trip to Bali?

We Studied Our Options

To find out, the siteIQ team decided to add the Travel industry to the 2020 Usability Index to identify and evaluate leading sites in this sector. As is usually the case, we researched top-ranking Fortune 500 businesses within the segment. We then conducted preliminary evaluations of their websites to identify candidates for inclusion on the final list.

We Made a Short List

After reviewing the initial results, we decided that 34 sites across three segments would be added to the Usability Index Roster. This list includes fifteen sites in the Hotel segment, ten sites in the Booking sector, and nine Airline websites. Specifically, these sites include:

We Put the Finalists to the Test

The evaluation team is currently conducting their inaugural review of these sites using the Travel version of the siteIQ Usability Benchmark, which includes 198 questions that measure website usability from the visitor’s point of view. A second review recategorizes these questions into 16 Usability Dimensions that illustrate how well each website is aligned to common user activities and expectations.

We’re Waiting for the Results

Truth be told, we have high hopes for Travel industry sites. After all, their parent companies manage some pretty complicated backend systems and functionality to coordinate all their options, deals, offers, and bundles. So developing a website that makes it easy for users to find and book flights, rental cars, and accommodations should be a relatively easy task.

Next Up

We’ll be publishing overall Travel results then results for the Hotel, Booking, and Airline sectors. …And stay tuned for our Higher Education industry results…

About the siteIQ Usability Index

siteIQ evaluated the thirty-four Travel Websites listed on the 2020 siteIQ Usability Index. These Websites are categorized into three industry-specific segments including:

  • Hotel (,,,,,,,,,,,,,
  • Booking (,,,,,,,,,
  • Airline (,,,,,,,,,

These in-depth evaluations were conducted using the 2020 edition of the siteIQ Usability Index Best Practices Benchmark, which tracks results in 9 sub-categories and 16 Usability Dimensions.

The 2020 evaluations were performed during the third quarter of 2020.

Category: Index Rankings

Class: Website Reviews and Rankings

Websites Profiled: siteIQ Usability Index Websites – Travel Industry

Related Research:

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