Trust is the single most important currency in travel. Unlike retail, travellers can’t “try before they buy”. They are committing thousands of dollars to an experience they haven’t yet lived. And in most cases, their first impression comes from your website.
In this webinar, brand and website specialist Will Stogdale will unpack how travel brands can design websites that build trust, reduce doubt, and give travellers the confidence to book directly with you.
Key takeaways
By the end of this session, you will understand:
- Why trust is the ultimate conversion driver in travel: And how travellers decide within seconds if your website feels credible.
- The psychology of online trust: How UX principles like cognitive fluency, familiarity bias, and Hick’s Law shape first impressions.
- How to translate real-world reassurance into digital touchpoints: From professional branding and fast performance to clear navigation, transparent policies, and authentic storytelling.
- The role of reviews and user-generated content: Why social proof matters more than polished marketing, and how to effectively use testimonials, third-party validation, and behind-the-scenes content.
- What’s next for online trust: How conversational, AI-driven websites, chatbots, and personalised digital experiences will change the way travellers build confidence in your brand.
