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Global Airline Conversion Optimization Survey and Benchmarks

Iztok Franko

First ever airline conversion optimization survey and benchmarks

We’ve always been fans of conversion rate optimization. And we love the airline industry. So, this project is very special for Diggintravel.

Diggintravel’s Global Airline Conversion Optimization Survey is the first-ever survey and benchmark of conversion rate optimization in the airline industry.

2020 NOTE: There is a newer, bigger, better version of this research available >> See 2020 Airline Digital Optimization Yearbook here

While this survey was the first, it certainly won’t be the last as Diggintravel will continue following the developments and evolution of this exciting e-commerce discipline.

The survey investigates the maturity of conversion rate optimization processes and key challenges airlines professionals face in their conversion optimization efforts.

During autumn of this year, 2017, our survey questionnaires were sent to more than 90 airline e-commerce and digital marketing senior executives.

The survey represents the views and insights of 28 carriers, providing an intriguing look into the state and development of conversion rate optimization for the airline industry.

In addition, we compared our results to the 2017 State of Conversion Optimization Report conducted by ConversionXL to see how airline industry CRO compares the overall industry.

Airline Conversion Optimization Survey – Respondent Profile

Below you can find the break down of the 28 airlines who participated in our conversion optimization survey:

Findings Preview—State Of Airline Conversion Optimization

Based on the Diggintravel Airline Conversion Optimization Maturity Model and survey results, we classified each participating airline in one of the four categories: Laggards, Challengers, Visionaries, and Leaders.

We used Gartner Magic Quadrant like visualization and methodology for results presentation and high-level summary. We grouped our seven maturity model areas into two major groups:

1 Completeness of vision—here we grouped areas that relate to understanding the importance of CRO (People, Skills, Organizational support)

2 Ability to execute—here we grouped areas that relate to ability to execute CRO process in practice (Activities, Test Quantity, Tools, Internet Booking Engine)


According to our benchmark, we detected:

  • 14 Laggards
  • 3 Challengers
  • 6 Visionaries
  • 5 Leaders

The graph below shows how these categories correlate with the size and type of airlines.

Summary of findings of Airline Conversion Optimization Survey

Get Your Copy of the Global Airline Conversion Optimization Survey and Increase Your Conversion

Click the link below and get the PDF version of our Airline Conversion Optimization Survey for free. With this download, you’ll get:

  • 47 pages of in-depth analyses, graphs and best-practice guidelines for immediate understanding of your opportunities in airline conversion optimization
  • An understanding of the factors that make airline conversion optimization leaders better than the rest
  • The hottest conversion optimization trends – suitable for the airline industry – that will help you increase your conversion rate

Get your Airline Conversion Optimization Survey PDF now »

Want More In-depth Conversion Optimization Content?

Download the biggest airline conversion optimization report ever published >> The 2020 Airline Digital Optimization Yearbook

Iztok Franko

I am passionate about digital marketing and ecommerce, with more than 10 years of experience as a CMO and CIO in travel and multinational companies. I work as a strategic digital marketing and ecommerce consultant for global online travel brands. Constant learning is my main motivation, and this is why I launched Diggintravel.com, a content platform for travel digital marketers to obtain and share knowledge. If you want to learn or work with me check our Academy (learning with me) and Services (working with me) pages in the main menu of our website.

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