Leading Brands in Germany's Accommodations & Lodging Sector: Q3 2024 Insights

In Q3 2024, Germany's Accommodations & Lodging sector witnessed significant activity from leading brands such as Airbnb, Inc., Marriott International, Inc., and Hostelworld.com. Leveraging data from Sensor Tower, we delve into the performance and trends of these brands, highlighting the cross-platform user behavior and advertising dynamics.

Airbnb, Inc.

Airbnb continues to dominate the digital landscape with its website airbnb.com and the Airbnb app.

• Audience Trends: From Q2 to Q3 2024, airbnb.com showed robust activity, with visits peaking at over 29M in July. Monthly true audience figures were consistently above 3.4M, with a notable spike in August, reaching over 3.8M.

• App Engagement: The Airbnb app saw a strong increase in monthly active users, surpassing 4.5M in August, indicating a preference for mobile engagement.

• Ad Spend & Channels: Airbnb's monthly advertising expenditure rose significantly, topping $1.7M in August. Instagram emerged as the leading platform, delivering substantial impressions, particularly in the OTT landscape.

Marriott International, Inc.

Marriott's digital presence is anchored by its website marriott.com and the Marriott Bonvoy: Book Hotels app.

• Audience Trends: Visitors to marriott.com increased steadily, with a high of about 2.9M in August. The monthly true audience also saw growth, reaching nearly 317K in the same month.

• App Engagement: The Marriott Bonvoy app maintained a stable monthly active user base, with active users rising to over 50K by September.

• Ad Spend & Channels: Marriott's monthly ad spend peaked at around $433K in August, with Facebook and Instagram being the primary channels for reaching audiences.

Hostelworld.com

Hostelworld's digital platform, hostelworld.com, along with the Hostelworld: Hostel Travel App, showcased dynamic trends.

• Audience Trends: Hostelworld.com experienced fluctuating visits, peaking at approximately 1.6M in August. Monthly true audience numbers remained stable, hovering around 245K during the quarter.

• App Engagement: The Hostelworld app saw monthly active users consistently above 120K, reflecting steady mobile engagement.

• Ad Spend & Channels: Monthly ad spending was modest, with a peak of just over $12K in August, primarily on YouTube, which delivered the highest impressions.

Conclusion

Sensor Tower's comprehensive data provides critical insights into the Accommodations & Lodging sector, highlighting the interplay between web and app platforms. The ability to cross-reference web, app, and advertising data through Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings is unmatched, offering invaluable perspectives on user behavior and market dynamics. This consolidated data empowers decision-makers with the strategic insights needed to navigate and capitalize on market opportunities.