Nearly nine in ten (88%) holiday platform customers plan to book through the same platform again in the next three years. In the past three years, customers of holiday platforms booked an average of 3,3 times with the same party. This is evident from the National Benchmark Holiday Platforms, a large-scale survey by Multiscope among more than 6.000 Dutch people.
Loyalty matrix
The booking frequency in the past three years and the booking intention in the next three years together predict the loyalty of holiday platform customers. These two variables are shown together in a loyalty matrix developed by Multiscope. This matrix provides a clear overview of the positions of different holiday platforms compared to each other in terms of loyalty.
Average book frequency is 3,3
On average, a holidaymaker booked 3,3 times via the same holiday platform in the past three years. The intention to book again with the same platform in the next three years is on average 88%. More than nine in ten (93%) Hotels.com customers plan to book a stay or transportation through this party again. Hotels.com therefore scores the highest booking intention of all platforms in the market.
Booking.com scores highest on frequency
Booking.com is the only party that scores higher than average on both booking frequency and booking intention. Booking.com customers booked a stay or transportation with this party an average of 5,2 times in the last three years. This means that Booking.com has the highest frequency of all platforms. More than nine in ten (91%) of the party's customers plan to book via Booking.com again within three years. Booking.com also scores well over others Performance Indicators.
Book intention Micazu is 77%
Micazu scores relatively low on both book frequency and book intention. On average, Micazu customers booked twice through the platform over the past three years. More than three in four (77%) customers intend to book a trip with this platform again in the next three years. Micazu focuses on holiday homes and villas. This concerns travel in a higher price range. It is therefore not surprising that customers make these trips less often.
Source and more information: www.multiscope.nl