Excerpt from Appcues
Few industries have to cater to as diverse needs as the travel industry does.
Nearly everyone likes to travel, but a backpacker on a shoestring wants very different things than a couple looking for a romantic getaway or an entrepreneur who needs to go on a business trip. Some people are ready to book everything in one sitting, others shop around for weeks before making plans.
Travel websites have to appeal to all while personalizing to individual needs before attention weans. At the same time, sites have to be conscientious about not overwhelming customers.
The best travel sites use a few combinations of UI patterns to drive immediate action and set the foundation for customer retention. Due to the flexibility of UI patterns, travel sites often use them to do a few things:
- Drive urgency. Many customers aren't sure of what they want yet and shop around before making a purchase. Travel sites can use urgency and scarcity to speed up the decision.
- Make contextual recommendations. It’s easy to get overwhelmed by the sheer amount of options. Travel sites can provide relevant recommendations to help users get the most for their budget.
- Provide options for customization. There’s a lot of logistics that go into a simple getaway. Most travel sites let people easily filter out their preferences from an endless sea of choices.
- Set the stage for repeat usage. While making an immediate sale is probably the most important goal for sites, it’s also in their best interest to encourage account creation for lifecycle marketing.
Here’s a look at how 6 popular travel sites use UI patterns to accomplish some of these goals and more.