The Partner
A premium tourism operator with strong demand and an established customer base. While bookings remained steady, a noticeable number of customers completed reservations through the reservations team rather than online, suggesting friction within the booking journey. Before committing to a full website rebuild, the business wanted evidence about where the digital experience could be improved.
Data Story Services
Analytics & Tracking
CRM Optimisation
Quick wins
Usability score for the redesigned booking journey
Users previously dropping off mid-booking
Journey validated before development investment
The Challenge
High-value tourism bookings require a clear and confident digital journey. Behavioural data indicated that the booking process may be creating hesitation for users, prompting them to abandon the online flow and complete their booking via phone instead. The business needed to understand whether the booking experience was supporting conversions or quietly introducing friction before investing in redevelopment.
A large proportion of users exited the booking page before completing their booking journey.
Users frequently navigated back and forth through availability options, suggesting confusion in the booking interface.
Multiple calls-to-action and the placement of Terms & Conditions disrupted the flow during critical booking stages.
The strategy
We conducted a behavioural audit of the booking journey, combining analytics data, session recordings and user flow analysis to identify friction points and develop strategic recommendations for a simplified booking experience.
What we did:
Using behavioural insights to improve booking clarity and reduce friction before redevelopment.
Analysed traffic behaviour, booking flow drop-off points and session recordings to identify hesitation and exit patterns within the booking process.
Reviewed booking interface structure, calls-to-action, calendar usability and information hierarchy to reduce cognitive load during the purchase journey.
Benchmarked the booking flow against best-in-class travel operators and developed strategic recommendations for a simplified, confidence-driven booking experience.
Analysed traffic behaviour, booking flow drop-off points and session recordings to identify hesitation and exit patterns within the booking process.
Reviewed booking interface structure, calls-to-action, calendar usability and information hierarchy to reduce cognitive load during the purchase journey.
Benchmarked the booking flow against best-in-class travel operators and developed strategic recommendations for a simplified, confidence-driven booking experience.
The results
Behavioural insights provided clear direction for improving the booking journey and informed the redesign before development investment.
Our strategic recommendations focused on simplifying the booking flow, improving availability selection, reducing visual complexity within the calendar interface and presenting key information more clearly throughout the process.
We validated the redesigned booking journey through moderated usability testing with real users, achieving an overall usability score of 8.4/10. Users were able to confidently complete bookings across both desktop and mobile devices, confirming that the updated structure addressed key friction points before redevelopment proceeded.
Key Takeaways
- Website rebuilds are expensive. Without understanding real user behaviour, it’s easy to carry existing friction into a new platform.
- In high-value booking journeys, guessing is costly. Validation before development protects both revenue and reputation.
- By grounding recommendations in behavioural data and validating the redesigned journey before development, the business reduced that risk before committing to build.
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