What do consumers look for when booking a day out?

In September 2016, WUA conducted research into the online orientation behavior of parents with children looking for a day out during the autumn holidays. In this research, 200 respondents searched on their desktop for booking a day out.

Theme park Efteling achieves first place with a score of 63 points. DagjeWeg.nl ends in second place with the same score due to a small rounding difference. Between numbers one and two and the rest, there's a gap of no less than 8 to 10 points. This article covers two insights that emerged from the research and show that Efteling.com and WILDLANDS.nl score very well.

1. Experience, experience and more experience

A day out is fun and enjoyable! Websites that successfully convey this positive experience to website visitors have an advantage when it comes to first impressions.

Theme park Efteling.com and zoo WILDLANDS.nl go the furthest in this research when it comes to conveying a positive atmosphere. One respondent puts it as follows: "You immediately feel like you're in the park." Both websites start their homepage with a dazzling, full-screen video in which the website visitor is immediately taken at full speed into the park. The experience jumps off the screen!

Screenshot homepage Efteling.com

Elsewhere on Efteling.com, conveying atmosphere and experience is also central. The atmospheric photography, perfectly matching the season, plays a prominent role in this.

Or, in the words of a respondent: "Beautiful website, you immediately get the 'I want it now' feeling".

Screenshot Efteling.com

2. Clear presentation of the offering

Conveying a positive, pleasant atmosphere is step one. Next, it's important to present the offering as clearly and attractively as possible. This involves ensuring that website visitors can find all relevant information, have sufficient choices, and can easily make a suitable selection.

WILDLANDS.nl performs very well in this area in this research. The zoo from Emmen succeeds well in bringing the different expeditions and the many animals that the park is rich in to attention in a clear and organized way. In the words of a respondent: "clear and without surprises."

The three expeditions that WILDLANDS.nl offers are each highlighted in an identical manner, allowing website visitors to quickly get a clear picture of what the park has to offer. The expedition map available for download in advance and the presentation of the animals present in the park, enriched with many photos, are well received by the respondents.