Travel is a considered purchase. People compare, leave, and come back later to book, or at least that’s the hope. Diib’s data suggests travel websites win back slightly fewer of those visitors than websites in other industries do.<\/p>\n\n\n\n
A returning visitor is someone Google Analytics recognizes from an earlier visit to your site, usually through a browser cookie.<\/p>\n\n\n\n
Diib looked at websites with connected Google Analytics and at least 300 visits between June 30 and September 27, 2026:<\/p>\n\n\n\n
This is aggregated Diib data from websites with connected analytics. The gap is modest, but it held across more than 1,600 sites. Returning-visitor counts also undercount real repeat visits. People who switch devices, clear cookies or browse privately show up as new visitors.<\/p>\n\n\n\n
The pattern suggests travel websites are good at holding attention the first time and weaker at bringing people back. Many trips are researched across several sites and booked wherever the traveler ends up last, so an interested visitor who doesn’t return may be booking somewhere else.<\/p>\n","protected":false},"excerpt":{"rendered":"
Returning visitors made up 8.6% of daily visitors to the typical travel and transportation website in Diib’s data, compared with 10.1% for websites in other industries.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"insight_format":"Data point","insight_takeaway":"Travel websites hold first-time visitors about as well as other sites but bring back a slightly smaller share. In a purchase that people research across several visits and sites, winning the return visit can decide where the booking happens.","insight_action":"Give first-time visitors a reason to come back, such as an email signup for deals, a save-your-trip option or a follow-up offer, and track how many returning visitors you get each month.","insight_source_url":"","insight_read_time":"","insight_featured":"0"},"insight_industry":[52],"insight_topic":[48],"class_list":["post-307","insight","type-insight","status-publish","hentry","insight_industry-travel-transportation","insight_topic-analytics-measurement"],"acf":{"insight_format":"Data point","insight_takeaway":"Travel websites hold first-time visitors about as well as other sites but bring back a slightly smaller share. In a purchase that people research across several visits and sites, winning the return visit can decide where the booking happens.","insight_action":"Give first-time visitors a reason to come back, such as an email signup for deals, a save-your-trip option or a follow-up offer, and track how many returning visitors you get each month.","insight_source_url":"","insight_read_time":"","insight_featured":false},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t