8 tips for correctly optimizing a tourism website

  • CTA animated buttons, customization and discount-based overlays are some of this year’s top trends
  • Vector ITC Group reveals the keys to getting the most out of leisure and tourism websites

The use of smartphones has revolutionized tourism and leisure, sectors pioneering the development and implementation of a behavior model in which all phases of planning are mostly carried out through the smartphone: search, consultation, hiring and after-sales service.

This model has transcended tourism and has reached other sectors, such as retail or banking, which in turn have backed it up with their own user experiences. Vector ITC Group reflects on the behavior of the tourism sector and its evolution from the point of view of the user experience, and highlights eight points that the sector must take into account in order to achieve maximum customer satisfaction.


The massive use of social networks and especially Big Data, has made it necessary to personalize the information about destinations and products, in short, the services that we consume. The user no longer settles for seeing hotels or excuses in Cancun, but those hotels and excursions that cover their needs as a user, such as gastronomy, or nature

Animated CTAs

Buttons or Click To Action are looking to attract leads and turn them into end customers. Like any element that seeks a quick response and optimal conversion, the animated CTA should be the star of any web page. It’s not about getting attention off the website, but it’s about having the right animation to retain attention effectively


As a result of Big Data, the tourism sector has had to face dynamic and modulable content, with the opportunity to readjust the product or service based on the opinions generated: to put the focus on the customer rather than the business.

Using videos

We must forget the examples and diagrams in images. Instead, you should use real people, in videos, who make a sincere effort. That’s just one of the many ways you can use video to overcome barriers and get clicks where we want to put the focus.

Optimal processes

A quick, thoughtless, product-related, and adjacent search allows potential customers to open up the range of options on the usual holiday model

Discount-based overlays

A good strategy for knowing consumer feedback is to encourage feedback with discounts, free shipping, or other gifts that catch your eye. These offerings attract attention and increase conversions.

Safety and reliability

The purchase should be safe, fast, with no seemingly unexplained price changes and no return on purchase. At Vector ITC Group we implement a cybersecurity strategy that ensures the security of the end customer and the protection of their sensitive information against fraud.

Emotional value

The service must provide value, but not anyone, but an emotional value that the user can internalize through the experience offered to him. Because the user experience, it is not only the use of a portal or an app, it goes through entering and understanding the needs that are generated before the decision and accompanying you so that your decision is that best suits your desires and needs.

But the design of the service does not end with the contracting of the same, but the experience is a process that also encompasses post-purchase and continues to generate value in later phases and in future purchasing processes. Because a loyal customer is worth more than any vacation package contracted.

The digital revolution has created a new way to enjoy leisure and tourism. The advantages of this new era are unlimited: agility in booking management, increased promotion of services, speed in the creation of new products…. gives the traveler the opportunity to manage their tailor-made journey and the company to accompany them throughout the process“, says Aldara Sanchez, technically responsible for UX at Vector ITC Group.