At the same time, we carry out an analysis of the competition to determine what the trends are within the sector, and what successes and mistakes our rivals are making.
Studies show that about 80 percent of e-commerce website visitors leave the booking page without finishing a transaction. It’s understandable, since the number of people who browse and compare is always bigger than those who buy right away. But don’t underestimate the extent to which badly executed search results affect a user’s experience

Here are some of the important tips to consider when providing comprehensive search results:

• Allow for photo preview without having to leave the search. Customers tend to look through the pics before reading the description. That way they don’t have to click on the search results if they don’t like what they’ve seen.
• Support easy editing. The search bar should stick to the top of the screen and always be available for editing.
• To uncover which features your target audience will find of most value, start with testing. Generally, the most important things for hotel visitors are: location, price, dining options, unique experiences, complimentary breakfast, Wi-Fi, parking, helpful concierges (and what languages they speak), spa services and recreation.
• Personalize search. You can either show users similar options to the ones they’ve already liked, or use machine learning to adjust relevant recommendations to different customer segments based on analysis of their behavior.
• According to MDG, 67 percent of users find images very important in e-commerce, more than product descriptions and ratings. However, while most travel portals make liberal use of attractive pictures, they often ignore the latest trends in impactful representation that make the audience not only click on the pic, but also get immediately inspired to consider the query.