Welcome to the eleventh edition of Breaking Inbound, your weekly deep-dive into inbound numbers and form-to-demo conversion rates across industries.
The travel & hospitality industry is having a big moment.
The FIFA World Cup is happening this year, and is expected to drive 70 million plus international visits to the US. Moreover, corporate travel budgets are up 5% in 2026, with over half of the travel spend flowing into conferences and group events.
Hotels & restaurants are not browsing software demos for fun anymore. They’re paying to maximize their operational efficiency and manage growth that would otherwise break their teams. CRM platforms, event management systems, reservation tools, corporate travel software—anything that automates the work of three people and a spreadsheet.
If you’re in the travel & hospitality (T&H) tech space, you can’t survive with a mediocre demo page.
Right now, travel & hospitality buyers are showing up with budget, urgency, and intent. The companies converting them aren't spending more to bring them in—they're just not wasting the ones who already showed up.
We analyzed what our best T&H tech customers were doing, and we’ve shared three steps to build a killer demo page ⬇️
Building a killer T&H tech demo page 💪
RevenueHero’s T&H tech customers consistently hit above-average form-to-demo conversion rates in the past 4 weeks:
Here’s what differentiated the top performers in this category:
Step #1: Put the “book” in “bookings”
This is a no-brainer. In an industry where your buyer vocabulary is built around booking—rooms, table reservations, flights, events—adding “Request” in your CTA implies hesitation. Like I’ve pointed out in my previous editions, it signals uncertainty.
“Book” on the other hand mirrors the action word your buyers use. Mathematically, it outperformers “Request” by 26%.
So, if you’re still using “Request a Demo”, change it now. This is the fastest conversion win you’ll get.
Step #2: Follow the 8–9 form-field sweet spot
Now this can be a bit confusing: how can more fields mean more bookings?
Let me explain:
Using 2–3 fields captures only name (first name & last name) and email information. In this case, everyone “qualifies”, while only one-fifth converts.
Upon adding a few more fields (company name, region based in, no. of locations, job title), the qualifying slightly strengthens, as evidenced by the data. This reaches its optimum for both qualification and form-to-demo conversion at 8–9 fields.
Here, you’re asking:
- how they’re handling property management
- what’s their POS system like
- how many locations they’re operating in
These questions force buyers to pause and think: "Do I actually need this?" The ones who fill it out are telling you: Yes, I'm serious. Here's my setup. Now show me where you fit.
Once you cross the sweet spot, though, qualification turns into interrogation. Your prospects become skeptical, and abandonment spikes.
More fields is not the answer. Adding qualification layers within your forms, that’s the winning strategy.
Go back to your demo form and check if you have baked in 2–3 industry-specific qualifiers. If not, add them. And, if your fields are more than 10, focus on only those that matter for qualification.
Step #3: Show your customers’ love
Customer logos are essential for credibility. With 10 or more logos, you’re not just painting a coat of social proof, you’re displaying the range of your solution’s capabilities. There’s a mental shift from “Do they work with companies like mine?” to “Of course they do”.
Logos help in pattern recognition. Your prospects need to see proof that you’ve solved similar business use cases before, and under 10 logos, you’re forcing them to make that leap.
Pull up your demo page. If you’re sitting at 5–9 logos, make sure they fall into your ICP’s category. Best case: add a couple more logos.
Your to-do list:
- Replace “Request” with “Book” in your primary CTA.
- Add 2–3 qualifying fields in your demo forms
- Make sure you have 10 or more customer logos plastered on your demo page
While they may take an hour or two, they can boost your conversion rates by 26%.
Onto the regular weekly numbers now ⬇️
Weekly Highlights ✨
The best performer last week was a Series A-funded SMB Sales software company, who converted 95.5% of their qualified inbounds into booked meetings. Here’s what we learnt from their demo page:
- They use “Talk to an expert” as their CTA
- They use 12 fields in their demo form, 3 of which are dropdowns
- They have displayed 10 customer logos and 4 testimonials
Inbound Snapshot
Fewer people filled out demo forms last week, but conversions remained steady. While demo requests dipped 4.5%, meeting rates remained steady at 63.3%.
Segment Snapshot
Demo volumes were down across all segments this week, with SMBs struggling to convert despite strong qualification rates. Mid-market companies improved their form-to-demo conversion rates by 2.1%, while Enterprise maintained steady conversion rates, pushing qualification rates by 2.9%.
Funding Stage Analysis
Enterprise companies saw steady or better form-to-demo conversion rates across the board compared to the previous week. Seed-funded mid-market companies saw a 6.2% drop in form-to-demo conversion rates, despite getting 25% more demo requests last week. If you fall into this category, check your demo page to see what's stopping your prospect from booking a demo.
Industry-wise Meeting Rates
Support software stole the spotlight last week, skyrocketing form-to-demo conversion rates by 17.1% and grabbing the #4 spot—after weeks of struggle
Travel software surged 5%, landing comfortably above the 90th percentile and cementing its position as the second-best performer. FinTech, despite being in the top 5, saw the week's steepest drop at 5.9% in form-to-demo conversion.
Across the board, all industries except developer tools and data & analytics converted 50%+ of their qualified inbounds, with 53% of industries holding steady or improving week-over-week, a sign of stabilization after volatility.
Top Performers
Healthcare took back the #1 spot with a form-to-demo conversion rate of 74.9%
Key Observations
- Demand cooled, funnel efficiency stayed flat: demo requests fell 4.5% and qualified demos dropped 4.3%, but qualification (77.5%) and meeting rates (63.3%) were virtually unchanged.
- SMB softened slightly with demos down 4.8% and meeting rates dipping 2% despite strong qualification (79.7%).
- Mid-Market quietly improved, rising 2.1% in meeting conversion, even with 3.6% fewer demos.
- Enterprise remained steady with meeting rates holding at 64.2% and qualification improving 2.9%, despite 7.3% fewer demos.
- Biggest wins: Support Software (+17.1%), Travel (+5.1%) and Marketing (+3.1%).
- Biggest drops: Financial & Accounting (-5.9%), Real Estate (-5.2%), and Education (-5.0%).
- Healthcare (74.9%) and Travel (73.9%) led above the 90th percentile, with Financial & Accounting slipping but staying top-tier.
- SMB's Series B jumped 5.4% in form-to-demo conversion rates, while Series A saw the biggest decline of 4.9%.
- Mid-Market's Series B surged 9.9% in meetings despite lower volume, while Seed struggled on conversion despite 25% demo growth.
- Enterprise's Series C led with a 10% meeting rate jump, with all enterprise cohorts maintaining stable-to-improving conversion rates overall.
We’ll be back next week with a fresh batch ✨
Until then, keep those meetings flowing 📈
