Leading Brands in France’s Accommodations & Lodging Category: Q3 2024 Analysis

Introduction

France's Accommodations & Lodging sector in Q3 2024 witnessed impressive performances from several leading brands. Airbnb, Marriott International, and Hostelworld stood out with significant monthly audience engagement across their websites and apps. Leveraging Sensor Tower's comprehensive data, we explore the trends and insights for these brands, highlighting their digital presence and advertising strategies.

Airbnb, Inc.

Airbnb's digital footprint remained robust through Q3 2024, with its website, airbnb.com, and the Airbnb app leading the charge.

• Audience Trends:

  • Website visits slightly decreased from 76M in July and August to 58M in September.

  • Monthly true audience figures hovered above 5.9M, with a notable dip in September.

  • The web platform maintained a steady monthly audience, while app visits showed a slight decline in September.

• App Engagement:

  • Monthly active users on the Airbnb app rose from 8M in July to 8.5M in August, before dropping to 7.3M in September.

• Ad Spend & Channels:

  • Airbnb's monthly advertising expenditure peaked at nearly $1.75M in August, with significant impressions via Instagram and Facebook.

  • Instagram led in impressions, consistently surpassing 200M monthly.

Marriott International, Inc.

Marriott's online platforms, including marriott.com and the Marriott Bonvoy app, showed moderate engagement.

• Audience Trends:

  • Website visits exhibited variability, starting at 4.1M in July, dropping in August, and recovering slightly in September.

  • Monthly true audience remained around 200K, with web-only visitors dominating the traffic.

• App Engagement:

  • The Marriott Bonvoy app showed steady growth, with monthly active users increasing from 44K to 48K by September.

• Ad Spend & Channels:

  • Monthly ad spend was stable, with a peak in August at around $78K.

  • Facebook was the primary channel, contributing over half of the total impressions.

Hostelworld.com

With its website, hostelworld.com, and the Hostelworld Travel App, Hostelworld captured a niche audience.

• Audience Trends:

  • Website visits peaked in August at 1.9M before falling to 1.1M in September.

  • Monthly true audience figures were stable, averaging around 150K.

• App Engagement:

  • The app saw a decline in monthly active users from 77K in August to 55K in September.

• Ad Spend & Channels:

  • Monthly advertising spend was modest, with a focus on YouTube, where impressions consistently exceeded 2M monthly.

Conclusion

The Accommodations & Lodging category in France showcased diverse strategies by Airbnb, Marriott, and Hostelworld, with varying levels of engagement across digital platforms. Sensor Tower's unparalleled data insights reveal the intricate dynamics of web and app interactions, providing a critical edge for understanding cross-platform user behavior. As these brands continue to evolve, Sensor Tower remains at the forefront of delivering actionable insights through Web Insights, App Performance Insights, and Pathmatics.