HAK
Croatian Auto Club: traffic, road and ferry conditions.
HAK at a glance
HAK is a travel website and one of the most visited sites in Croatia, currently ranked #9 in the country. It was founded in 1906 and is headquartered in Zagreb, Croatia. Today HAK is owned by Hrvatski autoklub. Our estimates put its audience at ≈ 7 million visits per month. The business earns money mainly through membership fees, roadside assistance services, advertising. Its closest rivals include hac.hr, google.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 6.6 million / month | +2% |
| Q2 | ≈ 6.8 million / month | +3% |
| Q3 | ≈ 7 million / month | +3% |
| Q4 | ≈ 7.4 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 Croatia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Croatia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 2.1 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
- Croatia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| hak | 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 Croatia 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 Croatia
Company information
- Website
- hak.hr
- Sector
- Travel
- Owner
- Hrvatski autoklub
- Owner type
- Membership association
- Founded
- 1906
- Headquarters
- Zagreb, Croatia
- Ownership
- Hrvatski autoklub controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Croatian, English, German, Italian
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Membership association
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
HAK operates a travel booking platform focused on Croatia. Croatian Auto Club: traffic, road and ferry conditions. Revenue comes mainly from membership fees, supported by the other lines listed below.
- Membership fees
- Roadside assistance services
- Advertising
International presence
- Primary market
- Croatia
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Croatia)
- #9 in this index
- Sector rank
- Leading travel site in Croatia
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| hac.hr | ≈ 4.2 million / month | #10 class competitor | — |
| google.com | ≈ 3.1 million / month | #11 class competitor | — |
What is HAK?
HAK (hak.hr) is a travel booking platform serving users in Croatia. Croatian Auto Club: traffic, road and ferry conditions. It ranks #9 among the most visited websites in the country in this index, within the travel category.
Who owns HAK?
The site is operated by Hrvatski autoklub. The company was established in 1906 and is headquartered in Zagreb, Croatia.
Traffic and audience
Traffic estimates place HAK at roughly 7 million visits per month, about 0.2 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 HAK makes money
Revenue comes primarily from membership fees, alongside roadside assistance services, advertising.
Competitors in Croatia
Its closest rivals include hac.hr, google.com.
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
- 1906
HAK is founded in Zagreb, Croatia.
- Growth phase
Expands its travel offering and moves to a mobile-first product.
- Today
Ranks #9 among the most visited websites in Croatia.
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 HAK?
HAK is operated by Hrvatski autoklub. Membership association structure, based on public filings and press reporting.
Where is HAK headquartered?
HAK is headquartered in Zagreb, Croatia.
When was HAK founded?
HAK was founded in 1906.
What is HAK's revenue?
HAK does not publish standalone revenue; income comes from membership fees, roadside assistance services, advertising.
Who are HAK's competitors?
Main competitors in Croatia include hac.hr, google.com.
How does HAK make money?
Mainly membership fees, roadside assistance services, advertising.
Is HAK publicly traded?
No — HAK is not listed as an independent public company; it is operated by Hrvatski autoklub.
How many visitors does HAK get?
Third-party estimates place HAK at roughly 7 million visits per month, mostly from Croatia, with 71% mobile traffic.
Is HAK safe?
HAK is an established travel site founded in 1906 and ranked #9 in Croatia; use the official domain hak.hr and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementshak.hr
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageCroatia 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