To gain ridership, bus services need to offer more than just high frequencies. An attractive system design for Bus Rapid Transit (BRT) is a result of various configurational choices concerning infrastructure, rolling stock and operations. To find out which configurations are preferred by potential and current passengers, a Discrete Choice Experiment was carried out in The Netherlands. For this study, eight BRT characteristics were included. Results (n = 1019) show that four characteristics are valued the most: frequency, service hours, reliability and stop spacing. The attractiveness of three different service formulas or configurations is evaluated. The more conventional bus configuration is preferred by the majority of the respondents. However, a considerable amount (25%) of respondents that prefer this configuration does not consider using this service formula. Configurations that either address offering more passenger comfort or higher capacity, do seem to be attractive to distinct passenger segments who are more likely to actually use the service. These appealing BRT configurations address different types of passenger segments and therefore could coexist on certain routes.