Leading Travel & Tourism Brands in Spain: Q1 2025 Insights

Introduction

In the ever-evolving landscape of travel and tourism, brands like Google Maps, Booking.com, and Ride with Uber have become indispensable tools for travelers in Spain. As of Q1 2025, these brands continue to lead the category with substantial monthly audiences across their websites and apps. Sensor Tower's comprehensive data provides an in-depth look at their performance trends from Q4 2024 to Q1 2025.

Google Maps

Google Maps, accessible via maps.google.com and the Google Maps app, remains a cornerstone for navigation and travel planning.

• Audience Trends: The monthly true audience for Google Maps stabilized above 37M throughout the quarter. The app consistently dominated with over 37M app-only visitors monthly, while web-only visitors hovered around 20K.

• App Engagement: The app maintained a steady monthly active user base of around 37M, indicating strong engagement.

• Ad Spend & Channels: Google Maps showed minimal advertising activity in the travel and tourism category, with a notable monthly spend only in October 2024 on Instagram, which did not continue into 2025.

Booking.com

Booking.com, through booking.com and the Booking.com: Hotels & Travel app, remains a powerhouse for accommodation bookings.

• Audience Trends: The monthly true audience saw growth, reaching nearly 12M by March 2025. The app-only visitors were consistently over 6M, while web-only visitors grew to about 4.5M.

• App Engagement: Monthly active users increased steadily, surpassing 7M by March 2025, reflecting a strong mobile presence.

• Ad Spend & Channels: Booking.com invested heavily in advertising, with monthly spending peaking at over $3.7M in March 2025. The primary channels included Facebook and Instagram, with significant impressions.

Ride with Uber

Ride with Uber, accessible via uber.com and the Uber - Request a ride app, continues to facilitate convenient transportation solutions.

• Audience Trends: The monthly true audience saw a notable increase to over 4.2M by March 2025. App-only visitors consistently surpassed 3.8M, with web-only visitors around 300K.

• App Engagement: The app's monthly active user base grew to nearly 4M by March 2025, indicating robust engagement.

• Ad Spend & Channels: Uber's monthly ad spend saw a decrease over the quarter, with spending focused on Facebook and Instagram, achieving substantial impressions.

Conclusion

As Q1 2025 concludes, Google Maps, Booking.com, and Ride with Uber demonstrate strong performances in Spain's travel and tourism sector. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these brands' cross-platform strategies. This data is essential for understanding consumer behavior and optimizing digital presence in the competitive travel landscape.

By leveraging Sensor Tower’s comprehensive analytics, decision-makers can gain a competitive edge, ensuring strategic growth and enhanced market presence in the travel and tourism industry.