Leading Brands in the U.S. Accommodations & Lodging Sector: Q3 2024 Overview

The accommodations and lodging market in the United States continues to be dominated by key players, each showcasing unique trends and performance metrics in Q3 2024. This article delves into the data behind some of the leading brands: VRBO, Airbnb, Inc., and Marriott International, Inc., highlighting their digital footprints and advertising strategies.

VRBO

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

• Audience Trends: From Q2 to Q3 2024, vrbo.com experienced a noticeable decline in visits, dropping from over 272M in June to approximately 156M by September. The monthly true audience also decreased from over 31M to around 21M during this period.

• App Engagement: The app witnessed a peak in monthly active users in July with over 10M, but numbers fell to under 8.2M by September, indicating a seasonal shift in user activity.

• Ad Spend & Channels: VRBO's monthly advertising spend peaked in August at over $30M, with a significant focus on channels like Facebook and YouTube, which delivered substantial impressions.

Airbnb, Inc.

Airbnb's reach is evident through its website, airbnb.com, and the Airbnb app.

• Audience Trends: Airbnb maintained stable website visits, with numbers hovering around 230M in the summer months before declining to around 175M by September. The monthly true audience remained steady, averaging above 20M across Q3.

• App Engagement: The app consistently held a strong monthly active user base, peaking in July at over 25M before slightly dropping to around 22.6M in September.

• Ad Spend & Channels: Airbnb's monthly ad spend was highest in April at over $15M, with OTT channels contributing significantly to impressions.

Marriott International, Inc.

Marriott's digital strategy is supported by its website, marriott.com, and the Marriott Bonvoy: Book Hotels app.

• Audience Trends: Marriott.com saw steady traffic with visits peaking in July at approximately 84M. The monthly true audience remained relatively stable, hovering around 10M in September.

• App Engagement: The Marriott Bonvoy app showed consistent engagement with over 4.8M monthly active users in June, tapering off to around 3.9M by September.

• Ad Spend & Channels: Marriott's monthly ad spend peaked in June at over $12.6M, with a diverse channel strategy including Instagram and Pinterest yielding significant impressions.

Conclusion

The Q3 2024 data reveals dynamic trends across leading brands in the accommodations and lodging category. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into cross-platform user behavior, enabling brands to refine their digital strategies effectively. These insights are invaluable for decision-makers seeking to capitalize on market trends and optimize their digital presence.