Leading Travel Booking Services & Agencies in Australia: Q3 2023 Analysis

Introduction

In the dynamic world of travel booking services and agencies, understanding audience trends and engagement across platforms is crucial. In Q3 2023, leading brands such as Booking.com, TripAdvisor, and Skyscanner Ltd stood out in Australia with significant monthly deduplicated audience numbers across their websites and apps. This article delves into the performance and trends of these brands from Q2 to Q3 2023, utilizing comprehensive data provided by Sensor Tower.

Booking.com

Booking.com’s digital footprint is robust, featuring its website, booking.com, and the Booking.com: Hotels & Travel app.

• Audience Trends: During Q3 2023, booking.com maintained a stable monthly deduplicated audience, hovering around 6M. The website consistently attracted more visitors than the app, with monthly visits exceeding 79M.

• App Engagement: The app saw a peak in monthly active users in July with over 1.4M, before slightly declining to approximately 1.3M by September, indicating a sustained interest in mobile engagement.

• Ad Spend & Channels: Booking.com significantly increased its monthly ad spend in July, reaching nearly $1.8M, primarily through Facebook and Instagram, delivering impressions over 352M.

TripAdvisor

TripAdvisor's presence is marked by its website, tripadvisor.com, and the Tripadvisor: Plan & Book Trips app.

• Audience Trends: The website consistently attracted over 13M visits monthly, with a deduplicated audience remaining stable above 2.4M. The web platform far outperformed the app in terms of visitors.

• App Engagement: The app maintained a modest but steady monthly active user base, fluctuating around 34K throughout Q3 2023.

• Ad Spend & Channels: Notably, TripAdvisor's monthly ad spend surged in September to over $65K, predominantly on Facebook, achieving impressions exceeding 15M.

Skyscanner Ltd

Skyscanner Ltd’s digital reach includes skyscanner.com and the Skyscanner Flights Hotels Cars app.

• Audience Trends: The website maintained a consistent audience, with visits remaining around 8.6M monthly. The deduplicated audience was stable at just over 960K.

• App Engagement: The app's monthly active user count peaked at over 720K in July, showing a strong preference for mobile access among users.

• Ad Spend & Channels: Skyscanner's monthly ad expenditure was notable in July, reaching approximately $385K, largely through Instagram, garnering impressions over 83M.

Conclusion

The analysis of Q3 2023 highlights the varied strategies and performances of leading travel booking services in Australia. Booking.com, TripAdvisor, and Skyscanner Ltd all demonstrated unique strengths across web and app platforms, supported by strategic advertising efforts. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides an unparalleled view into these trends, offering critical insights into cross-platform user behavior.

For more detailed insights, visit Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.