Industry · Travel & hospitality
The booking page is optimised. The decision happens upstream of it, somewhere nobody is measuring.
Destination content is usually rich and descriptive. The logistics and comparison information that actually resolves a booking decision is usually somewhere else, or nowhere at all.
01
The recurring pattern
5 failures · sector-specificDescription without decisionRich destination copy, but none of the comparison or logistics information that actually resolves a booking decision.Common
Currency and locale duplicationThe same property represented across multiple currency or locale URLs with no clear canonical, splitting authority between them.Common
Seasonal packages that expireA package page is retired at season’s end instead of redirecting into the evergreen page that replaces it — the fashion pattern, in a different sector.Common
Policy questions left unansweredCancellation, check-in, pet policy: real question intent, rarely marked up as FAQPage or answered anywhere in extractable prose.Common
Aggregator dependence, unmeasuredVisibility on the brand’s own domain is invisible next to how much demand actually arrives through an OTA or metasearch aggregator.Common
These are patterns, not a diagnosis. Which of them applies to a specific site, and in what order they are worth fixing, is what a reading against the 100-point scale establishes.
02
Where the work sits
Two of five03
Build visibility
Seven questionsAtlas reads the site before the first conversation.