Top travel websites offer improved mobile user experience 

A new report highlights that top travel brands are strengthening their multi-device offering, with 80% successfully optimising their websites for mobile.

The report, launched by digital user experience agency, Sigma, contains independent, expert testing of the user experience and accessibility of 10 of the top travel websites, including Skyscanner, AirBnb, LateRooms,, LastMinute, OnTheBeach, British Airways, Virgin Atlantic, Co-operative Travel, and Expedia.

Growth in online bookings from mobile and tablet devices

Between 2014 and 2015, 89% of holidaymakers booked a holiday online, and 40% booked a holiday via mobile or tablet in the same period – highlighting the potential returns for travel companies that invest in their offering across mobile and tablet devices.

Of the travel websites tested, eight out of 10 were mobile-friendly, and nine of the businesses had built their own dedicated mobile app, suggesting that they are investing in their multi-device strategies.

Optimising the user experience

The findings also discovered that all of the brands had taken steps to make their site either responsive or adaptive – meaning it will modify itself depending on the device it is opened on – which offers an improved experience for users across these mobile technologies.

However, only half of the websites were tablet-friendly, suggesting that these travel companies might have skipped this important step in favour of a tailored mobile app.

Consumers want a choice of devices

“It should be a given that all websites are usable across devices, particularly now we’re moving more and more online, meaning consumers are increasingly wanting to be able to access information and services on the move via a mobile or tablet,” said Hilary Stephenson, Managing Director at Sigma.

“Mobile apps give these travel businesses the freedom to provide a unique user experience for their customers on the move, and will provide a good return on investment. As a result, we think it’s just a matter of time before all travel companies have their own mobile app, but first, they need to make sure their websites are easy to use on tablet devices,” Stephenson added.


Edited from press release by Cecilia Rehn.