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

In Q3 2023, the travel booking services and travel agencies category experienced notable shifts in audience engagement across websites and apps. This article analyzes the performance of three leading brands: Booking.com, TripAdvisor, and Skyscanner Ltd. Using Sensor Tower's comprehensive data, we explore trends in audience, app engagement, and advertising efforts from Q2 to Q3 2023.

Booking.com

Booking.com stands out with its robust digital presence, featuring both its website, booking.com, and the Booking.com: Hotels & Travel app.

• Audience Trends: The website experienced a notable increase in visits, peaking in July with over 158M visits. The monthly deduplicated audience remained stable above 9.5M throughout the quarter, with a slight dominance in web-only visitors.

• App Engagement: Monthly active users on the app peaked in August with over 5.9M users, indicating strong mobile engagement.

• Ad Spend & Channels: Booking.com increased its monthly ad spend significantly from April to August, peaking at over $1.5M. The majority of impressions were driven by Facebook, followed by Instagram, with minimal investment in Snapchat and TikTok.

TripAdvisor

TripAdvisor's digital ecosystem includes its website, tripadvisor.com, and the Tripadvisor: Plan & Book Trips app.

• Audience Trends: The website saw a substantial spike in visits in July with 42M visits. The monthly deduplicated audience fluctuated, with a noticeable increase in August, reaching over 4.4M.

• App Engagement: The app's monthly active users peaked in August with approximately 134K users, showcasing moderate mobile interest.

• Ad Spend & Channels: TripAdvisor’s monthly ad spend spiked in July, reaching nearly $48K. Facebook was the primary channel, with Instagram contributing minimal impressions.

Skyscanner Ltd

Skyscanner Ltd maintains its digital presence through skyscanner.com and the Skyscanner Flights Hotels Cars app.

• Audience Trends: The website's visits peaked in July with nearly 30M visits. The monthly deduplicated audience remained consistent, hovering around 2.4M.

• App Engagement: The app's monthly active users reached a high in August with over 1M users, reflecting solid mobile engagement.

• Ad Spend & Channels: Skyscanner's monthly ad spend peaked in July at approximately $4.8K, with Facebook leading the impressions.

Conclusion

The travel booking services and travel agencies category demonstrated dynamic audience and advertising trends in Q3 2023. Booking.com, TripAdvisor, and Skyscanner Ltd each showcased unique strengths across web and app platforms. Sensor Tower's unparalleled data offerings provide crucial insights into these trends, enabling a comprehensive understanding of cross-platform user behavior.

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