Travel Industry

travel sector website audits

Travel Trends

Using tools like Google Trends to identify relevant trends in travel sector-related searches. 

Website Benchmarking

Reviewing over 400 industry websites for SEO best practices as well as ultimate customer experience/expectations for travel sites.

Highlight Report

That one-pager, all together summary of the data that you can use as a snapshot of the industry.


Here at Sleeping Giant Media, we’ve looked at over 400 travel and holiday-related websites, auditing them against industry and best practice standards for homepage functionality when it comes to SEO (Search Engine Optimisation).

Collating this data, we’ve been able to build a report that combines with the likes of Google Trend Data to provide insight into how the digital travel industry is changing, and the way websites can perform better.

If you are here, that’s because you are one of these audited businesses!

What does your website pack?

After auditing over 400 travel industry websites, looking for key performance metrics such as images, loading time, user experience and more, we found the following:

– only 41% of websites had HTTPS (a secure domain)

– 66% of sites lacked a search function on their homepage

– 89% of websites included links to their social media profiles


And that’s only a small taste of what’s included in the report. We wouldn’t want to spoil it for you, would we?!

How do you compare against the rest of the industry?

It’s no longer a case of preparing for ‘the digital world’ – we’re very much IN it right now. Now it’s a case of preparing your website for what users really want – ease of experience, trust and satisfaction. All of that and… you need to be visible online, which means showing up when people Google and use search engines. 

In this report we found that:

– only 18% of sites had quick accessibility/special assistance information

– 42% of sites didn’t include an option to find deals or low prices

– 20% of businesses didn’t have a Google My Business set up

– only 33% of websites listed awards or accolades on their homepage


This report reveals a big to-do list for some travel and holiday businesses – no shame, just a helping hand to point out when and where to help you awaken potential.

We can help!

If you read this report and go ‘Jesus Christ, I can’t do this all myself’ then don’t worry… that’s why we’re here.

A helping hand with years and years of experience working on some Giant travel and holiday brands be found online and improve their customer experience.

Don’t just take our word for it though, Tariq from Titan Travel knows what’s up…

So… want to have a nosey through the report?

We don’t blame you, it’s a good’un! Just pop in your details in the form and it will be ready for you to download. 

If you have any questions about the findings, or how you might improve your own digital presence, then please do get in touch!

If you want to start learning Digital Marketing a bit more, then check out our free digital how to guides.

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