--- title: Is Europe ready to give an effective digital experience to travellers? description: The study highlights the level of digitalisation reached by the most visited European destinations before the pandemic image: https://blog.unguess.io/hubfs/AdobeStock_389596793-1.jpeg --- [![Vai alla homepage di UNGUESS](https://blog.unguess.io/hubfs/Imported%20images/unguess-logo.svg)](https://unguess.io/it) - PRODUCTS BY INDUSTRY - [Retail & Ecommerce](https://unguess.io/services/industry/retail-ecommerce/) - [Fast-Moving Consumer Goods](https://unguess.io/services/industry/fast-moving-consumer-goods/) - [Banking, Insurance & Financial Services](https://unguess.io/services/industry/banking-insurance-financial-services/) - [Travel & Hospitality](https://unguess.io/services/industry/travel-hospitality/) - [Utilities](https://unguess.io/services/industry/utilities/) - [Healthcare](https://unguess.io/services/industry/healthcare/) - [Media & Entertainment](https://unguess.io/services/industry/media-entertainment/) - [Automotive](https://unguess.io/services/industry/automotive/) - PRODUCTS BY USE CASE - [Ai Training](https://unguess.io/services/ai-training-testing/) - [User Experience](https://unguess.io/services/use-case/user-experience/) - [Software Quality](https://unguess.io/services/use-case/software-quality/) - [Cyber Security](https://unguess.io/services/use-case/cyber-security/) - [Accessibility](https://unguess.io/services/accessibility/) - [HOW IT WORKS](https://unguess.io/how-it-works/) - [OUR CROWD](https://unguess.io/our-crowd/) - COMPANY - [About us](https://unguess.io/about-us) - [Life at UNGUESS](https://unguess.io/life-at-unguess/) - [Partners](https://unguess.io/unguess-partners/) - [SHOWCASES](https://unguess.io/showcases/) - [Case Study](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:76/#readmore) - [Unguess Challenges](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:74/#readmore) - [White Paper](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:75/#readmore) - [BLOG](https://blog.unguess.io) - - - - - [PRODUCTS](https://unguess.io/services/) - BY INDUSTRY - [Retail & Ecommerce](https://unguess.io/services/industry/retail-ecommerce/) - [Fast-Moving Consumer Goods](https://unguess.io/services/industry/fast-moving-consumer-goods/) - [Banking, Insurance & Financial Services](https://unguess.io/services/industry/banking-insurance-financial-services/) - [Travel & Hospitality](https://unguess.io/services/industry/travel-hospitality/) - [Utilities](https://unguess.io/services/industry/utilities/) - [Healthcare](https://unguess.io/services/industry/healthcare/) - [Media & Entertainment](https://unguess.io/services/industry/media-entertainment/) - [Automotive](https://unguess.io/services/industry/automotive/) - BY USE CASE - [Ai Training](https://unguess.io/services/ai-training-testing/) - [User Experience](https://unguess.io/services/use-case/user-experience/) - [Software Quality](https://unguess.io/services/use-case/software-quality/) - [Cyber Security](https://unguess.io/services/use-case/cyber-security/) - [Accessibility](https://unguess.io/services/accessibility/) - [VIEW ALL PRODUCTS](https://unguess.io/services/) - [HOW IT WORKS](https://unguess.io/how-it-works/) - [OUR CROWD](https://unguess.io/our-crowd/) - COMPANY - [About us](https://unguess.io/about-us/) - [Life at UNGUESS](https://unguess.io/life-at-unguess/) - [Partners](https://unguess.io/partners/) - [SHOWCASES](https://unguess.io/showcases/) - [Case Study](https://unguess.io/showcases/case-study/) - [Unguess Challenges](https://unguess.io/showcases/unguess-challenges/) - [White Paper](https://unguess.io/showcases/white-paper/) - [Webinar](https://unguess.io/showcases/webinar/) - [BLOG](https://blog.unguess.io) - - - - [CONTACT US](https://unguess.io/it/inizia-ora/) [SIGN UP](https://app.unguess.io/) Click Challenge # Is Europe ready to give an effective digital experience to travellers? The study highlights the level of digitalisation reached by the most visited European destinations before the pandemic [Newsroom](https://blog.unguess.io/author/newsroom) Jan 25, 2022 --- ## Is Europe ready to offer an effective digital experience to travellers? UNGUESS enables users to test the websites of the main European cities *The study “The state of digitalisation of European tourism”, carried out by the innovative SME in collaboration with the research centre of the Politecnico di Milano School of Management, highlights the level of digitalisation reached by the most visited European destinations before the pandemic.* *Milan, 25 January 2022* The pandemic has indiscriminately affected the economy worldwide and, in particular, the travel sector where a change of pace in the way people travel has caused a drop in revenue of between 40% and 90%([source](https://www.osservatori.net/it/ricerche/osservatori-attivi/innovazione-digitale-nel-turismo)). To cope with this change, many tourist sites will have to reckon with and rethink their offer, starting with their online websites. To meet the needs of travellers,[UNGUESS](https://unguess.io/) conducted **the study** *“The state of digitalisation of European tourism: a challenge between destinations”*, in collaboration with **Osservatori** **Digital Innovation of the Politecnico di Milano School of Management**. The details: between June and July 2021, **UNGUESS** selected the **17 most visited European destination websites in 2019**([source](https://www.euromonitor.com/article/quattro-citta-italiane-tra-le-cento-piu-visitate-al-mondo-rivela-nuovo-studio-euromonitor)) and engaged members from its **community of users aged between 20 and 35 to discover the advantages and critical issues of each site** (download the full study[here](https://6087279.hubspotpreview-na1.com/_hcms/preview/content/57788532141?portalId=6087279&_preview=true&from_buffer=false&preview_key=aFnWXKzq&utm_source=referral&utm_medium=news&utm_campaign=pr)). **The study findings: we must start from the basics of design to improve website user experience.** - With excursions being the first information sought by the sample before booking, only 9 out of 17 cities offer the possibility to buy excursions online  - In 23% of cases, the purchasing website was not found, although it was present (UX issue) - The tourist card is the tool for strengthening the brand of the location, but only 9 out of 17 cities offer the possibility to buy a card on the destination website - All sites present information on local mobility, but only 20% of cities show information on sustainable mobility - The Net Promoter Score (NPS) goes up where more services are available but especially if the website offers an effective user experience - The study revealed the need to start from the design basics of the UX of the traveller’s first point of contact, especially that of a foreigner when deciding on a destination: the website. It is necessary to invest in the UI, and subsequently the UX, of the digital journey. To discover more results, [you can download the study here](https://6087279.hubspotpreview-na1.com/_hcms/preview/content/57788532141?portalId=6087279&_preview=true&from_buffer=false&preview_key=aFnWXKzq&utm_source=referral&utm_medium=news&utm_campaign=pr) free of charge. “*The search for information is a fundamental part of the user’s journey that influences both the choice of the destination and the activities to be carried out while travelling.* *The survey revealed the* ***need to start from the basics in the design of the user experience*** *at the first occasion of contact with the traveller,* ***the website****,”* says **Eleonora Lorenzini**, **director of the Osservatori Digital Innovation in Tourism of the Politecnico di Milano**. The study identified the information most sought after by users on tourist websites, but also highlighted how unintuitive it is to find it on websites. *“Richness of functionality and user-friendliness are the most powerful driving force for generating a positive visitor attitude and consequent economic revenue. The real challenge is to keep these two often conflicting elements together. The only link that can hold this union together is the interface, the first contact that users have with what they seek. Then it is important to invest in the User Experience. End users, like real people from our community involved in this study, browse websites according to their habits. This is crucial to understanding what leads them to return to a given website or look elsewhere. These are virtuous modes of behaviour that can make the difference in the success or failure of your digital product or service,”* concludes **Luca** **Manara**, CEO and co-founder of UNGUESS.   **UNGUESS’s profile ** *​​UNGUESS is the tech-platform to bring collective wisdom in your decision making processes, fast and at any time needed. Its three powerhouses are Technology (flexible and easy to use platform with integrated digital solutions), People (its community and the team) and Methodology (fast, effective and consistent solutions delivered successfully across different industries and geographies). Its services include Software Quality Assurance, UX Optimization, Customer Experience & Insights and Ethical Hacking.* [Click Challenge](https://blog.unguess.io/tag/click-challenge) [Press Release](https://blog.unguess.io/tag/press-release) [Share via Facebook](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fblog.unguess.io%2Fis-europe-ready-to-offer-an-effective-digital-experience-to-travellers) [Share via Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fblog.unguess.io%2Fis-europe-ready-to-offer-an-effective-digital-experience-to-travellers&text=Is+Europe+ready+to+give+an+effective+digital+experience+to+travellers%3F) [Share via Email](mailto:?subject=Is+Europe+ready+to+give+an+effective+digital+experience+to+travellers%3F&body=https%3A%2F%2Fblog.unguess.io%2Fis-europe-ready-to-offer-an-effective-digital-experience-to-travellers) [Share via LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.unguess.io%2Fis-europe-ready-to-offer-an-effective-digital-experience-to-travellers&title=Is+Europe+ready+to+give+an+effective+digital+experience+to+travellers%3F&summary=The+study+highlights+the+level+of+digitalisation+reached+by+the+most+visited+European+destinations+before+the+pandemic) ## Similar posts Press Release ### [Diego Devalle joins UNGUESS Board of Directors](https://blog.unguess.io/en/diego-devalle-joins-appquality-board-of-directors?hsLang=en) UNGUESS (ex AppQuality) has announced that Diego Devalle, Chief Product Development Officer at Guidewire, will join its Board of Directors. 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