Leading Brands in the UK Accommodations & Lodging Sector: Q3 2023 Insights

Introduction

In the bustling UK accommodations and lodging market, several brands have distinguished themselves with robust online presences and significant audience engagement. This article delves into the performance trends of three leading brands: Airbnb, Inc., Premier Inn, and VRBO during Q3 2023. Utilizing Sensor Tower’s comprehensive data offerings, we explore their digital footprints across websites and apps, providing insights into audience behavior and advertising strategies.

Airbnb, Inc.

Airbnb's digital ecosystem is anchored by its website, airbnb.com, and its Airbnb app.

• Audience Trends: Throughout Q3 2023, airbnb.com experienced a gradual decline in visits, with numbers dropping from approximately 47M in July to about 36M in September. The monthly true audience remained stable above 3.6M during this period, with a noticeable shift towards a balanced mix of web-only and app-only visitors.

• App Engagement: The Airbnb app maintained strong engagement, though monthly active users decreased from over 4.2M in July to around 3.9M by September, reflecting a seasonal trend.

• Ad Spend & Channels: Airbnb's monthly advertising spend saw a downward trend, reducing from over $3.9M in July to just under $3M in September. Instagram and Facebook were dominant channels, collectively delivering substantial impressions, while TikTok and YouTube also contributed notably.

Premier Inn

Premier Inn's online presence is built around premierinn.com and the Premier Inn Hotels app.

• Audience Trends: Premier Inn's website visits showed a slight decline, moving from approximately 13M in July to about 11M in September. The monthly true audience remained above 1.5M, with a more significant web-only visitor base.

• App Engagement: The Premier Inn Hotels app saw a decrease in monthly active users, from over 220K in July to just under 200K by September, indicating a stable yet slightly shrinking mobile engagement.

• Ad Spend & Channels: Interestingly, Premier Inn increased its monthly advertising spend in September to over $840K, with Facebook and Instagram serving as primary channels, alongside significant activity on YouTube.

VRBO

VRBO's digital strategy includes vrbo.com and the Vrbo Vacation Rentals app.

• Audience Trends: VRBO's website visits remained relatively stable, hovering around 5M throughout Q3 2023. The monthly true audience saw a decline from over 860K in July to about 680K in September, predominantly driven by web-only visitors.

• App Engagement: The Vrbo app witnessed a decline in monthly active users, decreasing from approximately 360K in July to around 265K by September, reflecting a consistent downward trend.

• Ad Spend & Channels: VRBO significantly reduced its monthly advertising spend from over $1.3M in July to under $420K in September, with a notable decrease in YouTube and desktop video channels.

Conclusion

The data from Q3 2023 underscores the dynamic nature of the UK accommodations and lodging market. Airbnb, Premier Inn, and VRBO each exhibit unique audience engagement patterns and advertising strategies, influenced by both seasonal trends and platform preferences. Sensor Tower's unparalleled data offerings provide critical insights into these cross-platform behaviors, supporting brands in optimizing their digital strategies.

For decision-makers, leveraging Sensor Tower’s comprehensive analytics can offer a competitive edge, enabling data-driven decisions that align with market dynamics. Explore Sensor Tower’s offerings to stay ahead in the rapidly evolving digital landscape.