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A weekend in New York in November. That’s the task 200 respondents were given as they went online on desktop computers to find options for city trips to the USA. TUI.nl wins this online orientation with a Digital Sales Score of 38 – a comfortable distance away from VakantieDiscounter.nl (19) and Kras.nl (18).

>> Get free high level results in the Market Insights Update Citytrip New York July 2019

The best Customer Experience is for D-Reizen.nl. On Look & Feel, Offer, and Brand, this travel agency is seen as the best party. They achieve a Digital Customer Experience Score of 73. TUI.nl takes second place here, at 70 points.

  • Digital Sales Score
    Study: City Trip New York
    Measurement date: June 2019
    Country: Netherlands
  • Total
  • 1 TUI.nl 38
  • 2 VakantieDiscounter.nl 19
  • 3 Kras.nl 18
  • 4 KLM.com 17
  • 5 Expedia.com 17
  • 6 Booking.com 14
  • 7 JanDoets.nl 12
  • 8 ANWB.nl 12
  • 9 D-Reizen.nl 10
  • 10 DeJongIntra.nl 9
  • 11 Stedentrips.nl 8
  • 12 trivago.nl 8
  • 13 Neckermann.nl 6
  • 14 Vliegwinkel.nl 2
  • View full list
  • Highest total score
  • Highest score on device

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TUI.nl found by 76% of consumers

TUI.nl is found by three quarters of everyone who’s trying to find a city trip to New York, and it manages to get the Preference of 36% of its website visitors. The gap between TUI.nl and the rest of the market is wide. VakantieDiscounter.nl takes second place, being found by approximately half of all city trippers. It receives the Preference of about a quarter of them (23%). Respondents state the website seems “professional” and “informative”, and that “the website offers enough information about the trip, but also shows numerous other options.”

The best Conversion is achieved by airline KLM.com. Even though it’s ‘only’ found by 17% of the target group, it manages to convince no less than 41% of its visitors to book a city trip on the KLM.com website. Visitors say the airline excels in the clear overview the website provides. The offer is shown in a pleasant way.

Comparison website Booking.com in sixth place

Whereas in other studies (in the insurance market, for instance), comparison websites tend to rank quite high, this isn’t the case in the City Trip New York study. Comparison website Booking.com is found by 14% of respondents, and converts 36% of its visitors. This is mostly thanks to its large offer and its elaborate filter system.

At websites Kras.nl and Expedia.nl, we see the opposite happen. While the Booking.com website isn’t found very often, but does convert a large share of its visitors, the opposite is true for Kras.nl and Expedia.nl. Kras.nl, found by 45% of respondents, achieves a 22% Conversion; Expedia.nl has a 26% Conversion with a 36% Findability.

Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study City Trip New York
    Measurement date: June 2019
    Country: Netherlands
  • Score
  • 1 D-reizen.nl 73
  • 2 TUI.nl 70
  • 3 VakantieDiscounter.nl 67
  • 4 Kras.nl 67
  • 5 Expedia.com 66

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D-reizen.nl best Customer Experience Score

The Customer Experience Ranking is led by D-reizen.nl, with a score of 73. TUI.nl scores 70 points here; VakantieDiscounter.nl places third with a Digital Customer Experience Score of 67 points. D-reizen.nl is especially highly regarded in the First Impression, with the highest scores on the elements Look & Feel, Offer, and Brand (all theme elements within the Customer Experience Score).

The D-reizen.nl website is appreciated for its “broad offer”, which “can be adjusted as desired”.

Most travellers prefer to book city trips through comparison websites

The study also asked respondents about their preferences. 57% of respondents, for instance, say they prefer booking their city trips through comparison websites.

Furthermore, most respondents (32%) state that the price is the most important thing when booking a flight. Another 25% state the reliability of the provider is important, while 22% give most importance to the flight schedule.

Some Research Insights

  • TUI.nl wins this online orientation with a Digital Sales Score of 38 – a comfortable distance away from VakantieDiscounter.nl (19) and Kras.nl (18).
  • The best Customer Experience is for D-Reizen.nl. On Look & Feel, Offer, and Brand, this travel agency is seen as the best party. They achieve a Digital Customer Experience Score of 73. TUI.nl takes second place here, at 70 points.

  • TUI.nl is found by three-quarters of everyone who’s trying to find a city trip to New York, and it manages to get the Preference of 36% of its website visitors. The gap between TUI.nl and the rest of the market is wide.

  • The best Conversion is achieved by airline KLM.com. Even though it’s ‘only’ found by 17% of the target group, it manages to convince no less than 41% of its visitors to book a city trip on the KLM.com website.
  • The Customer Experience Ranking is led by D-reizen.nl, with a score of 73. TUI.nl scores 70 points here; VakantieDiscounter.nl places third with a Digital Customer Experience Score of 67 points.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on opening a city trip to New York online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.