ANWB
Dutch Royal Touring Club offering roadside assistance, travel planning, insurance, and automotive guidance.
ANWB at a glance
ANWB is a travel website and one of the most visited sites in Netherlands, currently ranked #52 in the country. It was founded in 1883 by Edo Johannes Bergsma and is headquartered in The Hague, Netherlands. Today ANWB is owned by Royal Dutch Touring Club ANWB. Our estimates put its audience at ≈ 16 million visits per month. The business earns money mainly through membership dues, insurance products, travel agency packages. Its closest rivals include route.nl, vliegwinkel.nl, fbto.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 15 million / month | +2% |
| Q2 | ≈ 15.5 million / month | +3% |
| Q3 | ≈ 16 million / month | +3% |
| Q4 | ≈ 17 million / month | +6% |
Traffic sources
- Direct43%
- Organic search32%
- Paid search16%
- Metasearch referral6%
- Social3%
Audience & demographics
- Men52%
- Women48%
- Age 25-3431%
- Age 35-4426%
- Age 45-5420%
The audience is concentrated in Netherlands, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Netherlands86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.8 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Netherlands
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| anwb | 1 | Very high | Dominant |
| cheap flights | Top 10 | High | — |
| hotel booking | Top 10 | High | — |
| train tickets | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Netherlands web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 71% mobile
- Position in country
- Among the leading travel apps in Netherlands
Company information
- Website
- anwb.nl
- Sector
- Travel
- Owner
- Royal Dutch Touring Club ANWB
- Owner type
- Non-profit association
- Founders
- Edo Johannes Bergsma
- Founded
- 1883
- Headquarters
- The Hague, Netherlands
- Employees
- 3,000+
- Ownership
- Royal Dutch Touring Club ANWB controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.4 billion annual revenue (est.)
- Languages
- Dutch
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1.4 billion annual revenue (est.)
- Ownership
- Non-profit association
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
ANWB operates a travel booking platform focused on Netherlands. Dutch Royal Touring Club offering roadside assistance, travel planning, insurance, and automotive guidance. Revenue comes mainly from membership dues, supported by the other lines listed below.
- Membership dues
- Insurance products
- Travel agency packages
- Retail sales
Products & services
International presence
- Primary market
- Netherlands
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Netherlands)
- #52 in this index
- Sector rank
- Leading travel site in Netherlands
- Global rank
- 3000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| route.nl | ≈ 9.6 million / month | #53 class competitor | — |
| vliegwinkel.nl | ≈ 7.2 million / month | #54 class competitor | — |
| fbto.nl | ≈ 4.8 million / month | #55 class competitor | — |
What is ANWB?
ANWB (anwb.nl) is a travel booking platform serving users in Netherlands. Dutch Royal Touring Club offering roadside assistance, travel planning, insurance, and automotive guidance. It ranks #52 among the most visited websites in the country in this index, within the travel category.
Who owns ANWB?
The site is operated by Royal Dutch Touring Club ANWB, founded by Edo Johannes Bergsma. The company was established in 1883 and is headquartered in The Hague, Netherlands. It employs around 3,000+.
Traffic and audience
Traffic estimates place ANWB at roughly 16 million visits per month, about 0.5 million per day. Around 71% mobile of sessions come from mobile devices, and visitors view about 7.8 pages per visit with an average session of 7 min.
How ANWB makes money
Revenue comes primarily from membership dues, alongside insurance products, travel agency packages, retail sales.
Competitors in Netherlands
Its closest rivals include route.nl, vliegwinkel.nl, fbto.nl.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1883
ANWB is founded in The Hague, Netherlands.
- Growth phase
Expands its travel offering and moves to a mobile-first product.
- Today
Ranks #52 among the most visited websites in Netherlands.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad inventory of routes, hotels or tickets
- Transparent price comparison across dates
- Local payment and installment support
- Mobile check-in and booking management
Cons
- Prices fluctuate quickly during peak seasons
- Change and cancellation rules are restrictive
- Add-on fees appear late in the funnel
- Support pressure during disruptions
Key statistics
Frequently asked questions
Who owns ANWB?
ANWB is operated by Royal Dutch Touring Club ANWB. Non-profit association structure, based on public filings and press reporting.
Where is ANWB headquartered?
ANWB is headquartered in The Hague, Netherlands.
When was ANWB founded?
ANWB was founded in 1883 by Edo Johannes Bergsma.
How many employees does ANWB have?
ANWB employs approximately 3,000+ people.
What is ANWB's revenue?
ANWB's revenue: ≈ $1.4 billion annual revenue (est.).
Who are ANWB's competitors?
Main competitors in Netherlands include route.nl, vliegwinkel.nl, fbto.nl.
How does ANWB make money?
Mainly membership dues, insurance products, travel agency packages, retail sales.
Is ANWB publicly traded?
No — ANWB is not listed as an independent public company; it is operated by Royal Dutch Touring Club ANWB.
How many visitors does ANWB get?
Third-party estimates place ANWB at roughly 16 million visits per month, mostly from Netherlands, with 71% mobile traffic.
Is ANWB safe?
ANWB is an established travel site founded in 1883 and ranked #52 in Netherlands; use the official domain anwb.nl and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsanwb.nl
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNetherlands and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos