SMS Benchmarks for Travel and Tourism

SMS benchmarks help travel and tourism teams better understand how messaging supports trip planning and guest experiences. This guide explores key SMS performance metrics that reveal engagement trends and communication patterns in this dynamic sector.

Average Response Rate

The average response rate in travel and tourism is 25 to 35 percent, reflecting how often travelers reply to text messages about their journeys.

Response rate represents the proportion of recipients who send a reply, calculated by dividing the number of responses by the total texts successfully delivered.

In this sector, it highlights how well tour operators, attractions, and transport providers connect with guests about itineraries, boarding updates, ticket changes, or local experiences.

When this metric stays strong, communication feels relevant and timely, supporting smoother trips, fewer misunderstandings, and a more reliable overall travel experience.

Average Opt-Out Rate

The average opt-out rate is 0.6–1.0 percent, which reflects a moderate level of subscriber turnover in travel and tourism.

The opt-out rate indicates the portion of travelers who reply STOP or otherwise remove themselves from your SMS list after receiving messages.

It is calculated by dividing the number of unique opt-outs by the total number of successfully delivered texts in a given period, then converting that figure into a percentage.

In travel and tourism, this metric highlights how travelers feel about alerts such as booking updates, gate changes, package offers, or local tips.

A stable opt-out rate helps brands understand message fatigue, refine timing and content, and maintain a list of genuinely engaged travelers.

Average Click-Through Rate

The average click-through rate in travel and tourism is 11–20% and shows how frequently travelers tap on links inside SMS messages they receive from brands.

This metric reveals how often delivered texts lead to engagement with tracked URLs.

To find click-through rate, divide the number of link clicks by the number of successfully delivered messages, then multiply by 100.

In travel and tourism, a strong click-through rate indicates that offers, trip updates, and destination content feel timely and relevant to travelers, helping brands make sure each message supports smoother journeys and better guest experiences.

Average Conversion Rate

The average conversion rate for travel and tourism is 1.5–3.0 percent, reflecting the share of people who complete a key action after receiving a message.

Conversion rate describes the percentage of recipients who move from initial interest to a defined outcome such as booking a flight, reserving a hotel room, or purchasing a tour.

It is calculated by dividing the number of successful bookings or purchases by the total volume of messages delivered and then multiplying by one hundred.

This metric is vital in travel and tourism because it reveals how effectively each message turns fleeting intent into real revenue and helps brands make sure their communication strategy supports sustainable growth.

Average Delivery Rate

The average delivery rate for travel and tourism is 98–99%, which means that almost every SMS actually arrives on the traveler’s phone as planned.

This high figure reflects strong reliability across airlines, tour operators, cruise lines, and online booking platforms.

Delivery rate is calculated by taking the number of messages that reach the handset and dividing it by all texts sent, while removing those that fail because of invalid contacts or mobile network filtering.

In travel and tourism this is crucial, since trips depend on dependable SMS for booking confirmations, gate and schedule updates, transfer details, voucher links, and urgent disruption alerts.

Average Open Rate

The average open rate is 98%, which means text messages almost always get seen in the travel and tourism space.

Travel and tourism brands rely on open rate to understand how many delivered texts are actually viewed by travelers.

It is worked out by taking the number of opened messages, dividing it by the number of successfully delivered texts, then multiplying that figure by 100.

This metric is crucial for airlines, tour operators, and agencies because flight alerts, schedule changes, and booking details must reach travelers quickly.

High open rates make sure time sensitive updates are noticed, helping trips run smoothly and reducing confusion on the move.

Average Time to Read

The average time to read an SMS in travel and tourism is 3 minutes.

Time to read describes how long it takes a traveler to open and view a message after it has been successfully delivered to their device.

This figure is calculated by tracking the time gap between delivery and first open for many messages, then averaging those results across a campaign.

It is important in travel and tourism because quick reading supports smooth check in coordination, last minute gate or platform changes, excursion reminders, transport updates, and capacity adjustments while keeping guests informed without confusion.

Average Response Time

The average response time for travel and tourism is 90 seconds, showing how quickly travelers usually answer after getting a text message from a brand or provider.

Response time is the period between a text being delivered and the first reply being sent.

It is calculated by taking all these time gaps across conversations and finding the average.

In travel and tourism, response time matters because swift replies keep booking details clear, support real time itinerary changes, and help staff make sure issues are handled before they disrupt a trip.

Average Bounce Rate

The average bounce rate is 1–2%, which means only a tiny portion of SMS messages in travel and tourism never reach their recipients.

This signals that mobile numbers are usually valid and that networks are handling traffic reliably.

Bounce rate is worked out by comparing the count of texts that fail to deliver with the total number sent, then converting that ratio into a percentage.

In travel and tourism, this metric matters because dependable messaging underpins booking confirmations, gate or terminal updates, itinerary changes, and urgent disruption alerts.

Why Are SMS Metrics Important?

SMS metrics matter a lot for businesses in travel and tourism because travelers depend on fast and reliable mobile communication.

From flight updates and check in links to last minute itinerary changes, messages have to arrive at the right moment for guests to feel confident and informed.

Delivery rate, open rate, and response rate reveal whether travelers are actually seeing and interacting with these updates.

Conversion and click through rates show how well texts inspire bookings, upgrades, or add on experiences.

By tracking these metrics, travel and tourism brands make sure each message supports smoother journeys and stronger customer loyalty.

Overview of Travel and Tourism

The travel and tourism sector relies on rapid, accurate communication to guide customers through every stage of their journey.

Travelers expect real time updates, clear instructions, and quick responses, often while on the move and with limited access to email or apps.

These expectations create pressure on providers to use channels that deliver information instantly and are accessible on virtually any device.

SMS is particularly valuable because it reaches customers almost anywhere, achieves open rates near 98 percent, and is typically read within minutes.

By using SMS, travel and tourism businesses make sure communication stays timely, reduce friction in daily operations, and strengthen overall customer confidence.

SMS Use Cases in Travel and Tourism

SMS delivers rapid, reliable touchpoints that keep travelers informed and operators responsive in travel and tourism.

It reduces friction across bookings, checkpoints, and on-the-go itinerary changes.

Send instant booking confirmations, mobile e-tickets, and real-time itinerary updates to make sure passengers and agents have current plans without phone calls.

Push alerts for gate changes, boarding windows, and delays to make sure ground staff can rebook passengers faster and reduce terminal congestion.

Send pre-arrival prompts for transfers, lounge access, and add-ons like tours or baggage upgrades to make sure travelers can opt in and increase ancillary revenue.

Provide two-way SMS for baggage tracking, lost-and-found coordination, and geofenced local help so teams can resolve issues quickly and keep trips on track.

FAQs About SMS Benchmarks for Travel and Tourism

How can travel agencies use SMS to improve trip planning for customers?

Travel agencies can send texts with booking confirmations, packing tips, and destination guidance to support travelers before departure. This makes trip planning feel smoother and gives customers quick access to essential information.

What kinds of SMS messages are most helpful during a tour or excursion?

During tours, SMS can deliver meet-up locations, schedule changes, and reminders about what to bring for activities. Guides can also send safety notices and local recommendations so travelers feel informed throughout the experience.

How can SMS support guests during airport transfers and local transportation?

SMS is useful for sharing driver details, vehicle descriptions, and pick-up instructions so guests know exactly where to go. It can also provide updates about traffic delays or alternative routes to reduce stress on travel days.

Why is SMS useful for gathering feedback in travel and tourism?

Travel companies can text guests shortly after their stay or activity to request quick feedback while memories are still fresh. This makes it easier for customers to respond and helps businesses spot issues and improve future experiences.