Every year without the pandemic seems to be a blessing for the travel app industry, which was hit by up to a 70% drop in revenue and usage in 2020. Travel apps, which were popular before the pandemic, have exploded in popularity with many customers using them for the first time over the past four years.

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

As with most e-commerce industries, the primary metric for travel apps is 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 major priority, as many buyers change locations and take week-long breaks before the final sale.

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For this reason, travel apps tend to have many systems to keep the user thinking about their vacation. A notification reminding them of the reservation, an email a few days later and retargeting promotions allowing them to take advantage of limited time offers.

At the same time, active usage isn’t as important, because most people will only use a travel app when they’re considering booking somewhere. Very few people access travel apps on a daily basis.

We collected data and statistics on travel app benchmarks. Read below to find out more. If you would like even more information, check out our travel app report.

Key travel app benchmarks

• Travel apps had an 18% retention rate on day one, dropping to 2.8% by day 30.
• Google Play travel apps have a much higher App Store conversion rate than iOS.
• Asia has the highest travel app install rate by region, North America has the lowest rate
• Travel app cart abandonment rates have increased every year since the pandemic
• 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? In our Travel App Reportwe cover financials, usage, downloads and demographics by age and gender, as well as market share and referrals.

Travel app retention rate

Travel apps’ retention is slightly lower than average on day one, but they retain more users at day 30 than the average for all app industries.

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

Travel app retention rate from 2020 to 2023 (%)

Travel app conversion rates

This is the conversion rate of app page views to installs. Google Play apps have a much higher conversion rate than apps in the Apple App Store.

Travel app conversion rate by platform 2023 (%)

Travel app install rate

The global installation rate for travel apps is 7.6%, with North America having the lowest rate and Asia the highest.

Travel app installation rate by region 2023 (%)

Travel app cart abandonment rate

Cart abandonment rates have decreased over the past few years. They are at their lowest level during the holiday season, increasing by three percentage points in March.

Travel App Cart Abandonment Rate 2023 (%)

Travel App Cart Abandonment Rate 2020 to 2023 (%)

Travel app cart abandonment by type

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

Travel app cart abandonment rate by booking type 2023 (%)

Travel app cart abandonment by device

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

Travel app cart abandonment by device 2023 (%)

Travel app average order value

The average order value has increased every year since the pandemic. Order values ​​tend to increase during winter holidays.

Average travel app order value 2023 ($)

Average travel app order value from 2020 to 2023 ($)

Average travel app order value per device

The average order value on desktop is much higher than on mobile, which again shows when it comes to large or large purchases, people are switching to desktop.

Average travel app order value per device, 2023 ($)