Leading Brands in the U.S. Accommodations & Lodging Category: Q3 2023 Insights

Introduction

In the U.S. Accommodations & Lodging category, brands such as VRBO, Airbnb, Inc., and Hilton Hotels have demonstrated significant digital presence and engagement. This article delves into their performance trends from Q2 to Q3 2023, leveraging Sensor Tower's comprehensive data insights.

VRBO

Digital Presence: VRBO's digital landscape includes its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: From Q2 to Q3 2023, VRBO’s website visits showed a decline, dipping from over 282M visits in July to about 179M in September. The monthly true audience also decreased, moving from approximately 30M in July to around 24M in September.

• App Engagement: The app maintained a robust monthly active user base but saw a decline from 9.7M active users in July to roughly 7.4M by September.

• Ad Spend & Channels: VRBO’s monthly advertising spend decreased significantly, from about $8.2M in July to $4.6M in September. Facebook and YouTube were prominent channels, with impressions declining alongside spend.

Airbnb, Inc.

Digital Presence: Airbnb operates through its website, airbnb.com, and the Airbnb app.

• Audience Trends: The website’s unique visits remained stable, averaging around 12M monthly. The monthly true audience peaked in July at over 20M before falling to about 18M in September.

• App Engagement: The Airbnb app saw consistent engagement, with monthly active users peaking at 21M in July and slightly decreasing to 19.5M in September.

• Ad Spend & Channels: Airbnb’s monthly ad spend fluctuated, peaking at $23.6M in June and settling at $16M in September. Instagram and OTT channels were heavily utilized, delivering significant impressions.

Hilton Hotels

Digital Presence: Hilton’s digital footprint includes hilton.com and the Hilton Honors: Book Hotels app.

• Audience Trends: Hilton’s website visits saw a decline from 97M in July to 62M in September. The monthly true audience remained stable around 12M throughout the quarter.

• App Engagement: The app user base grew, with monthly active users increasing from 4.4M in July to 4.5M by September, indicating strong mobile engagement.

• Ad Spend & Channels: Hilton’s monthly ad spend decreased from $4.3M in July to $2.6M in September, with Facebook and OTT being primary channels for impressions.

Conclusion

The U.S. Accommodations & Lodging sector remains dynamic, with brands like VRBO, Airbnb, and Hilton Hotels adapting their digital strategies. Sensor Tower’s unparalleled data insights offer a comprehensive view of these shifts across web, app, and advertising platforms, crucial for understanding cross-platform user behavior. For more detailed insights, explore our Web Insights, Pathmatics, and App Performance Insights offerings.