Leading Brands in the U.S. Accommodations & Lodging Category for Q2 2024

In Q2 2024, the Accommodations & Lodging category in the United States displayed significant activity, with top brands such as VRBO, Airbnb, Inc., and Hilton Hotels leading the charge. This article examines their performance and trends, drawing from Sensor Tower's comprehensive data.

VRBO

VRBO, known for its vacation rental services, operates through its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: From Q1 to Q2 2024, vrbo.com experienced fluctuations in visits, peaking at 297M in March and stabilizing at approximately 272M by June. The monthly true audience remained around 31M in June, reflecting a consistent user base across both web and app platforms.

• App Engagement: The Vrbo app saw an increase in monthly active users, rising from 9.1M in February to over 10.5M in June, indicating a growing preference for mobile access.

• Ad Spend & Channels: VRBO's monthly ad spend decreased over the quarter, from about $21M in February to $12M in June. Facebook and YouTube were primary channels, generating significant impressions.

Airbnb, Inc.

Airbnb, a leader in the home-sharing market, dominates its digital landscape with its website, airbnb.com, and the Airbnb app.

• Audience Trends: Airbnb.com maintained a stable monthly visitor count, with unique visits around 13M in June. The true audience grew steadily, reaching over 23M by the end of Q2.

• App Engagement: The Airbnb app saw a notable rise in monthly active users, from 21.7M in January to 24.6M in June, reflecting robust mobile engagement.

• Ad Spend & Channels: Although Airbnb's monthly ad spending decreased from $22M in January to $13M in June, OTT channels continued to deliver substantial impressions, underscoring their strategic focus on over-the-top media services.

Hilton Hotels

Hilton Hotels, known for its luxury accommodations, operates through its website, hilton.com, and the Hilton Honors: Book Hotels app.

• Audience Trends: Hilton.com saw visits ranging from 72M to 84M over the quarter. The monthly true audience showed a gradual increase, reaching over 12.5M in June.

• App Engagement: The Hilton Honors app experienced growth in monthly active users, increasing from 4.3M in January to over 5.1M by June, underscoring the app's popularity.

• Ad Spend & Channels: Hilton's monthly ad spend peaked in May at approximately $4.8M, with Facebook and Instagram being key platforms for impressions.

Conclusion

The data from Q1 to Q2 2024 highlights the dynamic landscape of the U.S. Accommodations & Lodging category, with each brand employing distinct strategies across web and app platforms. Sensor Tower’s unique insights into cross-platform user behavior provide invaluable data for understanding these trends, offering unparalleled detail through products like Web Insights, App Performance Insights, and Pathmatics. These tools empower decision-makers with the clarity needed to drive strategic growth.