The travel industry operates in a highly competitive environment, where 60% of bookings are made on mobile and each customer visits an average of 38 websites before booking. The booking abandonment rate is close to 85% — a record high. In this saturated landscape, capturing attention has become increasingly difficult: traditional channels like email struggle to be read (20%), while a push notification achieves 90% visibility.
Faced with these challenges, the Web Push notification is the innovative lever for travel professionals: a clickable message sent via browser, with no personal data collection required. This fast-growing channel offers strategic advantages for re-engagement, price alerts and travel inspiration, with measurable results on conversion and customer retention.
As a pioneer of Web Push since 2018, we present its uses and benefits, backed by recent data.
Why Web Push Notifications are becoming strategic for travel agencies
More than just another tool in your arsenal, push notifications address several critical challenges in travel marketing today:
- Reaching mobile users effectively: travel agencies now prioritise mobile, where push notifications display an average open rate of 40 to 60%, compared to 15 to 25% for emails. Instant and visible directly on screen, they allow users to react quickly to urgent offers or information, with half of all clicks occurring within the hour following delivery. They represent a key advantage for reaching customers at the right moment.
- Staying present throughout a complex customer journey: the traveller’s decision cycle is long and fragmented, with many comparisons and interruptions. Push notifications maintain contact without depending on site visits or emails. For example, a well-targeted push message can bring back a prospect who has left your site. This channel keeps you visible despite the competition and ensures you are not forgotten.
- Reducing booking abandonment and recovering lost sales: as mentioned in our introduction, online travel experiences a cart abandonment rate of around 85%. Every unfinished basket represents a potential revenue loss. Push notifications allow you to quickly re-engage users with personalised messages, increasing the chances they return to complete their purchase. This lever is more effective than email and can convert up to 8 to 12% of abandonments into sales, generating significant additional revenue.
- Standing out from the media noise: travellers are overwhelmed by online advertising (banners, social media…) and are increasingly difficult to engage. Push notifications, by their very nature, stand out: they appear directly in the user interface, and their short, direct format gets straight to the point. The data shows that web pushes achieve click-through rates far superior to traditional media. For example, they generate on average 20 to 30 times more clicks than a standard display banner. This performance stems from the proactive nature of push (a message “pushed” to the user) as opposed to passive ads that are often ignored. In other words, web push offers excellent engagement rates, allowing travel agencies to deliver their key offers and messages where other channels risk being filtered or overlooked.
- A cost-effective channel for maximising marketing ROI: push notifications, whose delivery cost is very low or even free depending on the platform, allow you to re-engage visitors at a lower cost than paid advertising. Push marketing can cost up to 100 times less than advertising campaigns for the same conversion rate!
- Simplicity and compliance: subscribing to push notifications requires just one click, with no personal data collection, which encourages sign-ups (opt-in rates of 7 to 15% observed). This channel, based on the user’s explicit consent, allows travel professionals to engage users without third-party cookies or sensitive data exploitation, fostering a lasting relationship of trust.
Web push notifications offer travel agencies a direct, instant and effective channel to interact with their prospects and customers throughout the journey, as a complement to their website. As traffic acquisition becomes more costly and competition fiercer, capitalising on your existing audience through personalised push messages is a top ROI-driven lever. We will now illustrate these benefits through 4 concrete use cases tailored to the travel sector.
3 concrete use cases for Web Push notifications in travel agencies
What practical uses can be made of web push notifications in travel? From the traveller’s inspiration phase through to post-booking follow-up, the opportunities are plentiful. Here are some concrete scenarios inspired by best practices observed or emerging among travel agencies and tour operators.
1. Abandoned cart recovery: catching unfinished bookings
Situation: a user has started a booking (flight, hotel, tour…) on your site, added services to their cart, but did not complete the purchase. This is very common: more than 8 out of 10 carts are abandoned in online travel.
Objective: quickly re-engage this user to encourage them to complete their order, before they book elsewhere or forget their selection.
Web Push approach: set up an automated reminder notification that triggers shortly after abandonment (for example, 30 minutes or 1 hour later).
The message will be personalised based on the abandoned content: “You haven’t completed your booking for New York. Good news: seats are still available at {price}!”. You can add a reassuring element (“24/7 support if you need help”) or a scarcity argument (“Last availability tonight”). The idea is to gently remind the traveller of their pending cart and bring them back to the booking page with a single click.
Results: this type of push re-engagement shows significant effectiveness. First, the click-through rate for abandoned cart notifications is around 5% on average. More importantly, a significant proportion go on to complete their purchase: push re-engagement campaigns can convert up to 10% of abandonments into actual sales. In plain terms, out of 100 abandoned carts, 8 to 12 could be “saved” through well-crafted push messages.
That represents recovered revenue with no additional acquisition cost. For example, an OTA (online travel agency) that implemented this strategy saw an immediate increase in its overall conversion rate and 15 to 25% additional ROI in the very first month thanks to recovered bookings. Push re-engagement provides an instant response to a user behaviour (abandonment) that would otherwise represent a near-certain missed sale.
Adrena’tips: to maximise effectiveness, it is advisable not to wait too long (a few hours at most) before re-engaging, while purchase intent is still warm. Weekends and evenings tend to drive travel conversions — scheduling push messages accordingly can improve results. However, avoid harassing the customer: one or two follow-ups are enough; beyond that, they may become frustrated and unsubscribe. By measuring the recovery rate of these campaigns (e.g. number of bookings completed following the push / number of abandoned carts), you can accurately quantify the additional revenue generated.
2. Price alerts and flash offers: triggering the purchase at the right moment
Situation: price is a key trigger for standing out from other travel agencies. Users have often spotted a destination or a flight but are waiting for a price drop or a promotion before booking. Travel agencies regularly launch flash sales or update their prices based on availability. Catching the customer at exactly the right moment, when the offer becomes attractive, is a real challenge.
Objective: instantly inform prospects that a price opportunity matching their plans has just appeared, in order to drive an immediate booking before they miss the deal.
Web Push approach: focus on price-tracking notifications. For example, let your visitors know that your push alerts will keep them informed about the best travel deals! As soon as a significant price drop occurs or a promotional offer becomes available, a personalised push notification is sent: “🔥 Price drop: -£100 on your stay in Tokyo in May! Book before Friday midnight.” The sense of urgency and exclusivity in the wording is key. Other scenarios: a promotion ending alert (“Only 4 hours left to enjoy 30% off hotels in London”) or a back-in-stock alert for a previously sold-out flight or hotel.
Results: push price alerts significantly increase conversions by reaching customers at the right moment. They boost engagement and responsiveness to offers, generating immediate spikes in traffic and sales. For example, a flash sale by a travel agency using our Web Push collected up to 80% of bookings within 24 hours of the notification being sent — which would have been impossible without push!
Adrena’tips: segment your alerts according to user preferences (tracked itinerary, targeted travel categories) to maximise relevance. Make sure you deliver on your promises (avoid sending too many irrelevant alerts, as this risks irritating users). The price push must remain a useful, near-personalised service and not be perceived as spam. Finally, measure the post-notification conversion rate (for X notifications sent, how many bookings were made as a result) to demonstrate the ROI of these highly targeted, often very profitable actions.
3. Inspirational notifications: nurturing the dream and sustaining engagement
Situation: not all visitors to travel websites come with a defined project in mind. Many are in the early inspiration phase, browsing destinations, reading guides or articles, with no immediate conversion on the horizon. Others have searched for a trip but are delaying their decision, or haven’t found their dream offer yet. It is crucial for a travel brand to stay engaged with these cold or lukewarm prospects so that they think of it when their plans take shape.
Objective: maintain contact with undecided or browsing users by regularly providing them with value-added content and attractive travel ideas. The goal is to nurture their desire to travel while generating qualified traffic to the site.
Web Push approach: set up targeted inspirational push campaigns. For example: send a destination suggestion, a blog post or a travel tip every week or month. The message could take the form: “✈️ Need an escape? Discover 5 paradise destinations less than 3 hours away by plane”, or “🌄 Travel idea: what if you headed off this winter to see the Northern Lights?”. You can personalise according to browsing behaviour: if a prospect has shown interest in hiking, send them “Top 10 treks to do in 2026”. Or if they browsed stays in Réunion: “🏝️ Drawn to Réunion? Here are 3 experiences you can’t miss on the intense island…”. These notifications don’t directly sell a product — they inspire and inform, positioning your brand as a trusted advisor rather than just a retailer. Of course, they link back to your site (blog article, destination page, corresponding offers catalogue), generating additional traffic.
Results: content marketing via push generates strong engagement, with open rates of up to 65% on travel guide notifications, and up to 42% click-through rates for targeted activity suggestions. These returns drive a rise in recurring traffic to the site, as demonstrated by a +200% increase in engagement on blog posts after using push. This channel strengthens the customer relationship and increases the likelihood of booking.
Adrena’tips: be consistent but subtle: 1 inspirational notification per week or every two weeks is enough. Vary the formats (tips, quizzes, customer testimonials…) to surprise your audience. Adapt timing to your audience: for example, send in the evening or at weekends when your targets have time to read and dream. Finally, segment as much as possible: a backpacker and a family have very different content preferences. The more personalised your push messages are, the stronger the engagement: personalised notifications are estimated to generate 59% more engagement than generic messages. By following these principles, inspirational notifications will become a powerful brand content and lead nurturing tool in your strategy.
Measurable benefits of Web Push for travel agencies: traffic, conversions and ROI
After the concrete examples, let’s look at the quantified results you can expect from push notification campaigns. The key performance indicators (KPIs) to consider include engagement rates (opt-in, open, click), impact on traffic and conversions, and of course the overall ROI of this lever. Recent studies provide valuable benchmarks for the travel sector in 2025.
Record engagement rates for travel push notifications
Push notifications display open rates well above emails in travel, between 40% and 60%, and even 70 to 85% for urgent messages. The average click-through rate is 1 to 2%, close to email, but targeted campaigns reach up to 8%. Rich push notifications increase engagement by 33% compared to text-only messages. Engagement is fast: 50% of clicks occur within the hour following delivery. The opt-in rate ranges from 5 to 15% depending on the method used, highlighting the importance of presenting the push subscription well.
Rising recurring traffic and additional conversions
Push notifications play an important role in increasing traffic and conversions on travel websites. Up to 15% of visitors become subscribers through this tool, and 90% of these subscribers remain active. Each notification campaign can generate thousands of additional visits, reducing dependence on platforms such as Google or Facebook.
While the average conversion rate is 1%, it can be increased to 5% by adopting personalised automated strategies. Abandoned cart recovery scenarios, promotional alerts and push notification loyalty campaigns all directly contribute to revenue growth and a higher purchase frequency.
Their impact on business metrics is measurable: increase in qualified traffic, improved conversion rate, better customer retention and lower cost per acquisition. Push notifications are therefore a high-performing lever for optimising commercial results.
ROI and costs: a high-performing lever at low investment
For marketing directors, the cost-effectiveness of push campaigns is a major advantage. Web push notifications are inexpensive, with subscriptions that can be free depending on the volume of subscribers, and each message rarely costs more than €0.01. This makes them far more cost-effective than traditional acquisition channels such as Google Ads.
Return on investment grows quickly: it often reaches 15–25% in the first month, then 50–150% within three months, and up to +500% after six months with an advanced strategy. This low cost allows even small agencies to achieve excellent results through personalisation. Finally, the benefits go beyond direct sales, including improved customer satisfaction, increased brand awareness and a better understanding of the target audience.
In conclusion, web push notifications, when used well, offer an exemplary ROI in the travel sector. They combine a very low marginal cost, a relatively simple setup and a direct impact on revenue. It is no surprise that the push solutions market is booming: it is estimated to reach $35.4 billion in 2026 and up to $91 billion by 2030, representing growth of around 27% per year.
For travel agencies, now is the time to invest in this lever and reap the rewards in 2026 and beyond!
Bonus — editorial calendar: timing your push messages to travel seasonality
Just as with your social media or email campaigns, it is recommended to plan an annual push notification calendar aligned with the key milestones and booking peaks of the travel industry. Here is an example of a 2026 push planning schedule with highlights and message ideas to programme:
| Month | Seasonality / Theme | Push Ideas / Objectives |
|---|---|---|
| January | New Year, winter sales, early booking | 🎯Early Booking offers for summer 2026, personalised New Year greetings, top destinations for 2026 |
| February | Winter school holidays, Valentine’s Day | ⛷️Last-minute ski deals, romantic couples offers, practical checklists |
| April | Easter holidays, May bank holidays | 🌤️Family getaways, early booking for summer, spring escapes, May bank holiday teasers |
| June | Pre-peak season, summer sales | ✈️Last departures for July–August, luggage/accessories sales, last-minute offers |
| July–August | Peak season, ongoing stays | 🏖️Travel tips, local weather updates, dream inspiration, last-minute flash deals |
| September | Back to school, shoulder season | 🍁Low-season benefits, couples/retirees offers, early booking for winter (skiing, Christmas) |
| October | Half-term, winter launch | 🎃Half-term family trips, Christmas markets, wellness destination inspiration |
| November | Black Friday, private sales | 💥Exclusive Black Friday push, flash sales, VIP offers for push subscribers |
| December | Year-end festivities, loyalty | 🎄Relationship-building messages, early booking 2027, customer thank-yous, 2026 highlights |
What open and click-through rates can be expected from Web Push notifications in travel?
Push notifications often display open rates higher than email marketing. In travel, 40 to 60% open rates are frequently observed for push, compared to 15–25% for emails.
On the click side, a “generic” campaign (broad promotion) typically achieves around 1–2% CTR. However, targeted or automated push messages perform better: 5–8% clicks are frequently seen on segmented push messages (cart recovery, personalised recommendation), and the best campaigns can reach double-digit CTRs.
Finally, push reaches users who are already interested: in travel, you can aim for around ~1% direct conversion per notification sent depending on the case. The majority of responses are rapid (often 50% of clicks within the hour), ideal for capturing “hot” demand.
What is the push notification opt-in rate, and how can it be improved?
The opt-in rate varies significantly depending on how you present the subscription. On average, 5 to 10% is often cited for e-commerce sites. In travel, some achieve up to ~15% with optimised execution, while an intrusive request can drop to ~3% or less.
To increase opt-in rates:
- Choose the right moment: avoid immediate display — wait for a signal of interest (several pages viewed, click on an offer, etc.).
- Explain the value: clearly state the benefit (“Real-time promo alerts and exclusive deals”).
- Craft the copy carefully: specify what you will send (“Price alerts, exclusive offers, booking tracking…”).
- Incentivise where relevant: early access, private sales, premium content (without necessarily offering heavy discounts).
On mobile, the potential is strong, particularly since the support of web push on iOS (Safari) introduced in 2023, which can significantly increase the subscriber base by reaching iPhone users.
How often should push notifications be sent to travellers?
The right frequency is a balance: too many push messages leads to fatigue and unsubscribes; too few means an under-exploited channel. In travel, a healthy baseline often means targeting 1 to 2 push messages per week maximum for promotional sends.
Best practices:
- Offer preferences (last-minute deals, inspiration, trip tracking…) to naturally segment messaging pressure.
- Monitor unsubscribes: beyond ~2% on a campaign, this is a warning sign.
- Monitor CTR: if it drops (<1%), this is often a sign of over-frequency or lack of relevance.
In short: start conservatively, measure, adjust. And before each send, ask yourself: “Is this useful or interesting for the traveller?”
Do Web Push notifications work on mobile (iOS/Android) without an app?
Yes. This is one of the great advantages of Web Push: no app required — notifications are delivered via the browser.
- Android: Chrome, Firefox, Edge… have supported web push for a long time.
- iOS: since 2023, Safari supports web push notifications on iPhone/iPad 🎉.
For a travel agency, this is a powerful lever to reach customers on smartphones without asking them to install an app. On iPhone, some conditions may apply depending on the case (e.g. adding the site to the home screen), but the goal is a unified desktop + mobile channel once the user has subscribed.
What budget should be planned and what ROI can be expected from Web Push campaigns?
The budget is generally modest compared to other channels. Many solutions offer a tiered model (sometimes free up to a certain subscriber volume), then a few tens to hundreds of euros per month depending on the size of the base. The human workload remains reasonable, especially once automated scenarios are in place.
In terms of ROI, Web Push is often one of the most profitable channels as the marginal cost is low. The following are regularly observed:
- High ROI (often 10× to 30× depending on execution and offer), with campaigns that can exceed these levels on very hot segments.
- Low cost per conversion, sometimes far below traditional media buying, as you are reactivating an opt-in audience.
- Fast profitability: the ramp-up can happen within a few weeks or months if tracking is properly set up.
Recommendation: start with a freemium / low-cost offer, track over one quarter (UTMs, promo codes, events), then calculate your actual ROI on your audience.
