Leading Brands in France's Accommodations & Lodging Category in Q1 2025

In the first quarter of 2025, France's accommodations and lodging sector witnessed significant digital engagement. Airbnb, Marriott International, and Hostelworld.com emerged as key players, demonstrating impressive performance across websites and apps, as revealed by Sensor Tower’s comprehensive data.

Airbnb, Inc.

Airbnb's digital strategy is notably robust, with its website, airbnb.com, and the Airbnb app leading the charge.

• Audience Trends: From Q4 2024 to Q1 2025, airbnb.com experienced a steady increase in visits, peaking at over 71 million in March 2025. The monthly true audience consistently exceeded 5.2 million, with a notable rise to over 6.6 million by March.

• App Engagement: The Airbnb app showed strong monthly active user growth, reaching approximately 8.3 million by March 2025, highlighting a preference for mobile engagement.

• Ad Spend & Channels: Airbnb significantly increased its monthly ad spend, exceeding $2.6 million in March 2025, focusing on Facebook and Instagram, which delivered substantial impressions.

Marriott International, Inc.

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

• Audience Trends: Marriott.com maintained a stable number of visits, with a slight dip in February but recovering to nearly 2 million by March. The monthly true audience hovered around 200K throughout the period.

• App Engagement: The app saw a modest increase in monthly active users, reaching approximately 56K by March 2025.

• Ad Spend & Channels: Marriott's monthly ad spend was relatively stable, peaking in December 2024 at nearly $97K, primarily utilizing Instagram for impressions.

Hostelworld.com

Hostelworld.com operates through its website, hostelworld.com, and the Hostelworld: Hostel Travel App.

• Audience Trends: The website experienced fluctuating visits, peaking at over 1.7 million in February 2025. The monthly true audience was generally stable, with a slight increase to around 150K by March.

• App Engagement: The app's monthly active users plateaued around 59K by March, indicating a steady mobile user base.

• Ad Spend & Channels: Hostelworld's monthly ad spend peaked in February 2025 at over $135K, with YouTube being the primary channel for impressions.

Conclusion

In summary, France's accommodations and lodging market in early 2025 was characterized by diverse digital strategies and varying engagement levels across platforms. Sensor Tower's unparalleled data offerings provide critical insights into these trends, underscoring the importance of cross-referencing web, app, and advertising metrics for a comprehensive understanding of user behavior. For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics.