Every year away from the pandemic appears to be a boon for the travel app industry, which suffered declines of up to 70 percent in revenue and usage in 2020. Travel apps, which were popular before the pandemic, have exploded in popularity with many first-time customers during the last four years.

For app marketers, this is a pivotal time in the travel app industry. The blessing of the end of Covid restrictions is over, but the changes in consumer behavior between 2019 and 2021 have remained largely intact, creating new ground for marketers to try new things.

Like most e-commerce sectors, the north star of travel apps is the purchase. With travel, this is a much larger investment than average, with customers spending hundreds or thousands of dollars on a specific item. This makes re-engagement a huge focus, as many would-be buyers switch between sites and take week-long breaks before the final sale.

– Advertisement –

For this reason, travel apps tend to have many systems in place to get a user thinking about vacation. A message reminding them of the booking, an email a few days later and retargeting campaigns that make them take advantage of limited time offers.

At the same time, active use is not as important, because most of the time people will only use a travel app when they plan to book somewhere. Very few people use travel apps every day.

We’ve collected data and statistics on travel app benchmarks. Read on below to find out more. If you want even more insights, check out our travel app report.

Key Travel App Benchmarks

• Travel apps had an 18% retention rate on day one, dropping to 2.8% on day 30
• Google Play travel apps have a much higher app store conversion rate than iOS
• Asia has the highest install rate of travel apps by region, North America has the lowest
• The number of abandoned travel apps has increased every year since the pandemic
• The average order value has also increased for travel apps every year since 2020

Travel app report 2024

Want to learn more about the travel app industry? This spring Travel app reportwe cover economics, usage, downloads and demographics by age and gender, along with market share and benchmarks.

Retention rate for travel apps

Retention for travel apps is slightly lower than the average on day one, but they retain more users on day 30 than the average for all app sectors.

Travel app retention rate day one to day 30 (%)

Travel App Retention Rate 2020 to 2023 (%)

Travelapp conversion rate

This is the conversion rate of the app’s pageviews to installs. Google Play apps have a much higher conversion rate than apps on the Apple App Store.

Travel app conversion rate by platform 2023 (%)

Travel app install rate

The global travel app install rate is 7.6%, with North America having the lowest rate and Asia having the highest rate.

Install rate of travel apps by region 2023 (%)

Departure frequency for travel app trolleys

The number of abandoned wagons has decreased in recent years. They are at their lowest during the holiday season and increased by three percentage points in March.

Departure rate for travel apps in 2023 (%)

Travel App Bounce Rate 2020 to 2023 (%)

Reseapps cart abandoned by type

Online travel agencies have a much higher rate of cart abandonment than direct bookings through airlines and hotels.

Travel app cancellation rate by booking type 2023 (%)

The Reseapp trolley is provided per unit

Mobile has a much higher cart abandonment rate than desktop. Desktop tends to be where users finish the order.

Abandoned travel app carts per unit 2023 (%)

Reseapp Average order value

The average order value has increased every year since the pandemic. The order value tends to increase during the winter holidays.

Travelapp Average Order Value 2023 ($)

Average order value for travel apps 2020 to 2023 ($)

Reseapp Average order value per unit

Average order value over desktop is much greater than mobile, which again shows that when it comes to large or important purchases people switch to desktop.

Reseapp average order value per unit 2023 ($)