Leading Brands in U.S. Accommodations & Lodging: Q4 2023 Insights

The U.S. accommodations and lodging sector witnessed significant shifts in audience engagement and advertising strategies during Q4 2023. Leading brands such as VRBO, Airbnb, and Hilton Hotels have continued to capture substantial market attention. This article delves into each brand's performance, highlighting trends and data insights from Q3 to Q4 2023, with exclusive data from Sensor Tower.

VRBO

VRBO's digital presence includes its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: From Q3 to Q4 2023, vrbo.com experienced a gradual decline in visits, stabilizing at around 172M in December. The monthly true audience remained above 21M throughout the quarter, with web-only visitors dominating the numbers.

• App Engagement: The app's monthly active users decreased slightly from over 9.7M in July to approximately 6.9M in December, indicating a shift towards web engagement.

• Ad Spend & Channels: VRBO's monthly advertising spend saw a notable increase in December, reaching over $12M, with significant impressions primarily through Facebook and desktop video channels.

Airbnb, Inc.

Airbnb maintains a robust presence via its website, airbnb.com, and the Airbnb app.

• Audience Trends: Airbnb's website visits remained stable, with December figures around 180M. The monthly true audience consistently surpassed 17M, with a balanced distribution between app and web visitors.

• App Engagement: The app maintained strong monthly active user figures, hovering around 19M in December, showcasing its continued mobile appeal.

• Ad Spend & Channels: December saw Airbnb's monthly ad spend peak at over $21M, with OTT channels playing a pivotal role, delivering substantial impressions.

Hilton Hotels

Hilton's digital strategy involves its website, hilton.com, and the Hilton Honors: Book Hotels app.

• Audience Trends: Hilton.com saw a steady increase in visits, reaching nearly 79M in December. The monthly true audience remained above 11M, with a notable web-only visitor presence.

• App Engagement: The Hilton Honors app showed a slight decline in monthly active users, settling around 4.1M in December, reflecting a trend towards web usage.

• Ad Spend & Channels: Hilton's monthly ad spend increased in December to approximately $3.8M, with Instagram and Facebook being key channels for impressions.

Conclusion

Sensor Tower’s data provides unparalleled insights into the accommodations and lodging sector, highlighting how brands like VRBO, Airbnb, and Hilton Hotels adapt to changing user behaviors across web and app platforms. This comprehensive analysis, powered by Sensor Tower's Web Insights, App Performance Insights, and Pathmatics, is crucial for understanding cross-platform user engagement and advertising strategies.

As the market evolves, these insights will continue to guide brands in optimizing their digital presence and advertising efforts. Sensor Tower's consolidated data offers unique advantages for decision-makers, providing the strategic edge needed in a competitive landscape. For more information, explore our products and services here.