Today, we released the latest edition of our Mobile Experience Scorecard report on the 100 most visited travel destination and accommodation websites based on data from Hitwise. The results reveal that a lot of travel sites are still failing to optimize for smartphone devices. Only 8 of the 100 sites used responsive web design, compared to 67 that served dedicated mobile sites and the remaining 25 that continued to serve the desktop version of their sites.
The average load time for the 100 travel sites was 2.64 seconds, exceeding Google’s recommended time of 1 second. However, load times varied widely depending on the type of site format used, with dedicated mobile sites loading significantly faster than both desktop and responsive web design sites.
To come up with a score for each site, we evaluated each mobile homepage on a variety of features that improve the mobile experience. These included a search function, click-to-call, sign in, social media buttons, and app download buttons. While these elements require minimal effort to set up on a site, many of the sites failed to include them on their mobile pages.
Download the full report to see more data on the mobile sites of the top 100 most visited travel sites in the United States.