If you’re running a travel agency and the bookings just aren’t coming in, it’s easy to blame the economy, seasonality, or even social media algorithms. But here’s the thing—sometimes the problem is closer to home. Like, your website.
You might think your site looks fine. It loads, and has your logo, some pretty pictures, and a contact form. But “fine” isn’t good enough anymore. People have high expectations when they visit a travel site. If your site doesn’t feel helpful, clear, or trustworthy, they’ll close the tab in seconds and go somewhere else.
So if bookings are low, your website could be what’s holding you back. Here’s what might be going wrong.
1. It’s too slow
Nobody wants to wait around for a page to load. If your homepage takes more than a few seconds, you’re already losing people.
Think about this: someone is looking for a last-minute vacation. They click your site. It spins. They wait. Still spinning. They leave. It’s that simple.
How to check:
Use Google PageSpeed Insights or GTmetrix. They’ll tell you what’s slowing things down—maybe it’s oversized images, too many scripts, or an outdated theme.
What to fix:
- Resize your images before uploading
- Use caching plugins if you’re on WordPress
- Switch to a better hosting provider if yours is dragging
A few seconds saved could mean way more bookings.
2. Your mobile experience sucks
More than half of people who look for trips online are doing it on their phones. If your site looks broken or weird on mobile, they’re out.
Common mobile problems:
- Tiny text
- Buttons too close together
- Popups that block the screen
- Booking forms that don’t work on smaller devices
What to do:
- Open your site on your own phone
- Pretend you’re a new visitor
- Try to book a tour
- See how far you get before you give up
If it’s frustrating for you, it’s worse for someone who doesn’t know where anything is.
3. It’s not clear what you offer
You know your business inside out. But most visitors are landing on your site for the first time. If it takes them more than a few seconds to figure out what kind of travel you do—adventure trips? luxury getaways? local tours?—they’ll move on.
Too many travel sites try to say everything at once. Or worse, say nothing specific at all.
Here’s a bad example:
“We provide unforgettable travel experiences for all types of travelers.”
That doesn’t tell me anything.
Here’s a better one:
“Small-group trekking tours in the Himalayas with local guides.”
Simple, clear, specific. Now I know what you do and who it’s for.
So ask yourself: Can someone figure out what you offer in 5 seconds or less? If not, rewrite your homepage headline.
4. No real trust signals
Booking travel online is a big deal. People are handing over their credit card info and trusting you with their vacation. They need to feel safe.
If your site looks sketchy, has no reviews, and doesn’t mention who’s behind the business, that’s a red flag.
What builds trust:
- Real reviews from past customers
- Photos of your team
- Clear contact info (not just a form)
- Links to your socials
- Secure checkout (HTTPS)
- If you’re certified or registered, show it
This stuff makes a difference. Even a short “About Us” page with your face and a quick backstory makes people feel more comfortable.
5. Your booking process is confusing
This one kills a lot of potential sales.
Here’s how it goes:
Someone is ready to book. They click “Book Now.”
And then… they land on a generic form asking 15 questions.
Or they have to email you. Or call. Or sign up for something first.
No thanks.
You have about 10 seconds from the moment someone decides to book to getting them into a clear flow. If your system adds friction, you’re losing money.
What to do:
- Use a booking system that works smoothly
- Show available dates upfront
- Keep forms short
- Let people pay or at least reserve online
- Send a confirmation instantly
Even better if your booking system works on mobile.
6. Your photos don’t make people want to go
Travel is visual. If your photos are blurry, outdated, or look like stock images, that’s a problem.
People want to feel what the trip will be like. Your photos are what help them imagine themselves there.
Photo tips:
- Use real images from past trips
- Show people having a good time, not just landscapes
- If you’re using stock images, pick ones that feel authentic
- Don’t over-edit—keep it natural
And don’t just stick to one photo per trip. Show multiple angles. Show the vibe.
7. You’re not answering common questions
People won’t book if they feel unsure. What’s included? What do I need to bring? Is it kid-friendly? How long is the hike?
If they can’t find answers easily, they’ll either leave or bug you with emails (if you’re lucky).
What helps:
- A simple FAQ page
- Details on every tour page
- Clear cancellation policy
- Info on meeting points, start times, group size, etc.
Even better—add quick answers below your tour listings. Don’t make people dig.
8. Your copy sounds like every other travel site
If your site says things like:
“Discover the wonders of the world with our passionate team of travel experts…”
That’s not helping you stand out. It just blends in with a million other agencies.
People connect with human-sounding words. Say what you actually do, in the way you’d say it out loud.
Example:
“We take small groups on food tours around Florence. No big buses, no boring guides—just good people and amazing pasta.”
Feels real, right? That’s what you want.
9. You’re not showing prices (or hiding them)
Hiding your prices doesn’t make people more likely to call. It just makes them bounce.
People are comparing. If they don’t see a price, they assume it’s out of budget.
Even if your trips are expensive, be upfront. You can still explain why they’re worth it. But skipping the price just creates doubt.
If you can’t show exact prices, at least give a range or starting price. Something like:
“7-day hiking trip – from $950 per person”
It sets expectations and keeps the conversation going.
10. You don’t have enough reviews or testimonials
People trust other people. Even if your tours are amazing, visitors want proof.
If your site doesn’t show any reviews, that’s a red flag. And if your reviews are generic like:
“Had a great time! Would recommend.”
That doesn’t help either.
What works:
- Specific reviews with names and photos (with permission)
- Screenshots of real Google or TripAdvisor reviews
- Videos if you can get them
- Stories about what people loved (the guide, the views, the food, etc.)
A wall of honest reviews builds more trust than anything else on your site.
11. No clear next step
You’ve convinced someone. They’re ready. But… what now?
If your call-to-action is buried at the bottom or too vague (“Contact us for more info”), you’re losing them.
Your buttons should be clear. “Book Now,” “Check Availability,” “Reserve Your Spot”—stuff that moves the visitor forward.
And don’t have ten different buttons that all do different things. Make the main action obvious.
12. No SEO, so nobody finds you
You could have the best site ever—but if no one sees it, it won’t matter.
If your site doesn’t show up in search results, that’s a problem. Especially for location-based searches like “trekking tours in Pokhara” or “wine tours in Spain.”
Start simple:
- Make sure every page has a unique title
- Use your destination and trip types in your headings
- Write helpful content (even just blog posts) that answer questions travelers ask
You don’t need to be an SEO pro. But you do need to show up where people are searching.
Final thought: You can’t fix what you don’t see
It’s hard to be objective about your own website. You’ve looked at it a hundred times. You know where everything is. You assume it makes sense to others.
But travelers are seeing it for the first time. They’re distracted. They’re skeptical. They have other tabs open.
So here’s what you can do right now:
- Ask a friend to test your site. Watch them use it. Don’t explain anything. See where they get stuck.
- Use screen recording tools (like Hotjar or Microsoft Clarity) to see how visitors behave.
- Simplify everything. Less is more when it comes to travel websites.
If your bookings are slow, your site might be the silent dealbreaker.
Fixing it won’t guarantee instant results. But it’s the foundation. And if your website actually helps people find what they need, feel confident, and book with ease—that’s when things start to shift.
Need help figuring out what’s wrong with your travel site? Sometimes an outside look makes all the difference. Reach out if you want a second pair of eyes.