Travel & Hospitality benchmarks · 2026

Airlines, hotels, OTAs, cruise, tour operators. Highly seasonal. Last-minute and planned-ahead segments require different funnels.

Snapshot

Airlines, hotels, OTAs, cruise, tour operators. Highly seasonal. Last-minute and planned-ahead segments require different funnels.

Key benchmarks · 2026

Avg CVR (look-to-book)

1.5–4.0%

AOV

$180–2,800

Target CAC

$25–145

Avg booking window

14–90 days

Repeat-booking rate (24 mo)

28–55%

Channel mix notes

Look-to-book windows have extended post-COVID; measurement must run 60–90 days. Loyalty program members convert 3–5x cold prospects.

Primary channels for this industry

Meta (Facebook & Instagram)Platform benchmarks Google SearchPlatform benchmarks Google Performance MaxPlatform benchmarks YouTubePlatform benchmarks

Build a media plan for this industry: Use the budget allocator, CAC payback calculator, and LTV:CAC calculator.

How to read these benchmarks

Treat these Travel & Hospitality figures as a diagnostic range, not a goal. With avg cvr (look-to-book) reaching 1.5–4.0%, a result inside the range usually means the constraint is elsewhere - offer, landing experience, or measurement - while a result well outside it points straight at targeting, creative, or bid strategy. Compare like with like - same funnel stage, same objective, same season - because a top-of-funnel number judged against a bottom-of-funnel benchmark will always mislead.

How to use this page. Find the funnel stage you are buying, read the range, and calculate the gap to your live numbers. Model the revenue impact of closing that gap with the break-even ROAS and CAC payback calculators, then pressure-test the plan against the full 2026 benchmarks compendium.

Sourcing. Ranges are RGM's 2026 synthesis of platform-reported figures and aggregated account data, expressed as medians and typical spreads rather than single points. They move with season, auction pressure, and creative quality, so re-check them each quarter.