Reading Time: 5 minutes came out a winner, in one of the first researches that have been performed by WUA’s renewed Digital Sales Scan. This research, targeting at consumers looking for a day out was conducted among 200 consumers. They have been asked to orient themselves online through desktop with days out for children with an age range between 7 and 13. With a Digital Sales Score of 23, leaves both and in the dust.

  • Digital Sales Score
    Study: Day Trip
    Measurement date: September 2018
    Country: Netherlands
  • Total
  • 1 23
  • 2 21
  • 3 21
  • 4 18
  • 5 18
  • 6 17
  • 7 15
  • 8 14
  • 9 13
  • 10 13
  • 11 13
  • 12 11
  • 13 11
  • 14 11
  • 15 7
  • 16 7
  • 17 3
  • 18 1
  • 19 0
  • View full list
  • Highest total score
  • Highest score on device

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Download Now, and higher findability in 2018

In 2016, mostly and showed up when consumers oriented themselves with a day out. These companies were found online through no less than 72% of the interviewed consumers. is holding on to its high findability, for in 2016 its score came down to 41%, which has increased to 44% right now. This happened at the expense of, who’s findability has decreased to 28% compared to 31% in 2016. Providers such as and have also increased in findability compared to other years. reached a findability of 26%, which is a 10% increase compared to what they had in 2016.’s findability stays the same: 20%. However, this is an 8% increase compared to their score of two years ago.

Mostly ticket providers in the top 5

Despite’s high popularity, ticket providers claim the remaining spots from 2 to 6. Their offering of low prices is given to be one of the reasons they take over quite some spots. In the case of, members getting a discount is a contributing factor as well. In addition, is at the bottom of the line of ticket providers and is also one of the favorites. A consumer mentioners: ‘’Such a clear website structure! Whenever we visit or are on holiday in a different province, the website is a great place to look for activities. Also, the subdivision of nature, indoor, etc. as well as the subdivision of groups, families, etc.’’

Theme park and come out at spots seven and eight and are only found by 12% and 11% of the consumers. The lags in this research are and, which have only been found by 17% and 10% of the respondents. None of the consumers indicates they wish to purchase an entrance ticket at The question of what needs to do in order to beat provider X, the
consumer offers the following tip: “A clearer website design and more sufficient pictures will help to parallel with the number one choice.” vanished from the top 10

Compared to previous research, has vanished from the top 10 completely. The Emmen theme park reached the third spot in 2016 and its conversion (48%) was highest when compared to other providers. In 2018, does not show up anymore at all in the WUA top 10. Despite the fact that consumers do actually still find the website, none of them chooses to purchase a ticket from this Northern theme park.

New: The Digital CX-Score

The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.

  • Digital CX-Score | Desktop
    Study Day out
    Measurement date: September 2018
    Country: Netherlands
  • Score
  • 1 78
  • 2 71
  • 3 59, and offer the best online customer journey

The digital Customer Experience Score shows 3 providers. Here as well scores high; with a Digital CX-score of 78 the theme park is ahead of with no less than 7 points; scores 71. A safe distance from these two, follows with a score of 59. shows popularity shows its popularity amongst consumers. is a strong brand and finds its way to be top-of-mind with consumers quickly. Also, the beautifully designed website definitely helps consumers in their choice as well;’s website design gives a clear indication of how a day out in the actual park is going to be and look like. In the words of the consumer: ‘’The website matches the product – fairytale-like’’ and ‘’I imagine being in the Efteling already’’. Besides, knows its ways in pleasantly helping the website visitors making their choices. The following two positive reactions on the website design have been stated by a consumer: ‘’Clear tabs and clear home page’’.

Some Research Insights

  • In the research regarding a day out, 200 consumers have been asked to online, through desktop, orient themselves with days out for children with an age range between 7 and 13. With a Digital Sales Score of 23, leaves both as well as in the dust.

  • Looking at the market, recent research shows it is busier now compared to 2016. The increase in competition causes some of the popular providers to loose their stable position, which shows in the renewed top 3. has decreased in its conversion from 34% to 26%. Also, when it comes to preference, the provider has decreased from 14% to 12%.

  • Newby in the top 3 is This provider has reached the second spot.
  •’s Findability is 16 percentage points lower if compared to However, the ‘fairytale’ park knows best how to convert its visitors (41%), where comes behind with a score of 26%.
  • not only reached the highest Digital Sales Score, also its Digital CX-score is highest with 78 points. However, is not far behind with a score of 71. comes in third with a score of 59.

Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on a day trip. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.