Leading Brands in Spain's Accommodations & Lodging Sector: Q1 2025 Analysis

Introduction

In Q1 2025, the Accommodations & Lodging sector in Spain witnessed remarkable activity across various digital platforms. Leading brands such as Airbnb, VRBO, and Hostelworld.com demonstrated impressive digital engagement, supported by detailed data from Sensor Tower. This analysis delves into each brand's performance and trends from Q4 2024 to Q1 2025, highlighting their digital presence across websites and apps.

Airbnb, Inc.

Airbnb's digital footprint in Spain is substantial, with significant activity on both its website, airbnb.com, and the Airbnb app.

• Audience Trends:

  • The website maintained a steady flow of visits, peaking at over 21M in January and March 2025.

  • Monthly true audience figures remained robust, consistently above 2.1M across the quarter.

• App Engagement:

  • The Airbnb app saw monthly active user numbers fluctuate, starting the year with over 2.7M in January and stabilizing at around 2.7M by March.

• Ad Spend & Channels:

  • Monthly ad spend increased significantly, reaching over $1M in March, with a strong presence on Facebook and Instagram, generating substantial impressions.

VRBO

VRBO's digital strategy focuses on its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends:

  • The website experienced a notable increase in visits, reaching over 3.1M in March.

  • Monthly true audience figures showed a steady presence, with minor fluctuations, peaking at around 183K in February.

• App Engagement:

  • The app's monthly active users saw a slight decline, ending the quarter with approximately 57K users in March.

• Ad Spend & Channels:

  • Monthly ad spend remained modest, with Facebook being the dominant channel, although impressions slightly decreased over the months.

Hostelworld.com

Hostelworld.com leverages its website, hostelworld.com, alongside the Hostelworld: Hostel Travel App.

• Audience Trends:

  • Website visits showed a stable trajectory, reaching over 1.4M in March.

  • The monthly true audience saw a significant increase, with numbers rising to approximately 137K by March.

• App Engagement:

  • The app experienced growth in monthly active users, climbing to over 40K in March.

• Ad Spend & Channels:

  • Minimal monthly ad spend was recorded, with a brief campaign on Instagram in October.

Conclusion

The Accommodations & Lodging category in Spain is vibrant and competitive, with Airbnb, VRBO, and Hostelworld.com each demonstrating unique strengths. Sensor Tower's comprehensive data highlights these brands' strategic digital engagements across platforms, offering invaluable insights into user behavior. By utilizing Sensor Tower's Web Insights, App Performance Insights, and Pathmatics, businesses can gain critical perspectives on market trends and consumer engagement.

Explore Sensor Tower’s products and services to leverage these insights for informed decision-making and strategic growth in the digital landscape.