Always Link to Third-Party Sources of Reviews, Aggregate Ratings, Awards, and Endorsements on Tours and Experiences Sites

Users shopping for guided sightseeing tours and experiences are understandably interested in and heavily influenced by the opinions of others who’ve previously booked the particular tour they’re considering. During Baymard’s large-scale testing of Travel Tours and Experiences Booking sites, most of the test sites attempted to address this desire for “social proof” by featuring third-party reviews, aggregate ratings, awards, and endorsements.