Last week, Multiscope launched the second edition of the National Holiday Platform Benchmark . This is a large-scale study into advertising, brand awareness, visits, spending, NPS, and loyalty in the Dutch market for holiday platforms. For this study, the responses of nearly 5.200 respondents were analyzed.
Holiday platforms have experienced a stormy growth in the past decade and offer an answer to the growing need for information. The consumer arranges more and more himself, makes last-minute choices and benefits from the transparency in the offer thanks to these platforms. But which holiday platforms perform above average and know how to reach the consumer permanently and bind them to them?
The National Benchmark Holiday Platforms compares the largest holiday platforms in the Netherlands using no less than 14 performance indicators. Not only was the overall popularity measured, but also the performance on important indicators in the entire 'brand funnel' was compared.
A large number of holiday platforms are covered, including Agoda, Airbnb, Belvilla, Booking.com, BungalowSpecials, D-reizen, Dé Vakantiediscounter, Expedia, Hotels.com, HotelSpecials, Micazu, Natuurhuisje, Transavia Holidays, Treinreiswinkel, Tripadvisor, trivago, Vacansoleil, Voordeeluitjes.nl and Weekendjeweg.nl.
The report offers interesting insights for anyone in this market who wants to compare their own performance with that of the biggest players. It is valuable for international parties, national providers, established names, ambitious newcomers, specialists, entrepreneurs, investors and marketers. The report not only contains a complete overview of the market, but also a specific page for each holiday platform.
Some findings from the report
- Average NPS Dutch holiday platform is +56
- Almost a third of Dutch people base their choice on an 'offer'
- Nearly a third books via one platform
- Of all advertising channels, TV advertising has the largest reach
More information: Multiscope.nl