Leading Brands in Australia’s Travel & Tourism Sector: Q4 2023 Analysis

Introduction

In the dynamic realm of travel and tourism, certain brands have distinguished themselves within Australia’s digital landscape. This article examines the performance of Booking.com, Ride with Uber, and TripAdvisor, focusing on their audience trends and advertising strategies from Q3 to Q4 2023. Sensor Tower’s comprehensive data provides unparalleled insights into these brands’ cross-platform user behaviors.

Booking.com

Booking.com maintains a robust digital presence with its website, booking.com, and the Booking.com: Hotels & Travel app.

• Audience Trends: The website experienced a consistent increase in visits, peaking in December with over 93M visits. Unique visits remained stable above 4.9M monthly, indicating a high engagement rate. The monthly deduplicated audience hovered around 6.1M, with web-only visitors consistently surpassing app-only users.

• App Engagement: The app's monthly active users showed a slight decline, stabilizing at around 1.3M in December, suggesting a steady interest in mobile access.

• Ad Spend & Channels: Booking.com's monthly advertising expenditure fluctuated, with a notable decrease in December to under $1M. The primary channels were Facebook and Instagram, with substantial monthly impressions from both platforms.

Ride with Uber

Uber’s presence is anchored by its website, uber.com, and the Uber - Request a ride app.

• Audience Trends: Uber's website visits increased, reaching over 3.5M in December. Unique visits also rose, suggesting growing interest. The monthly deduplicated audience surpassed 4.5M, with the app dominating in user numbers.

• App Engagement: The app experienced growth, with monthly active users climbing to over 2M by December, reflecting its key role in user engagement.

• Ad Spend & Channels: Uber's monthly ad spend increased significantly, peaking at around $688K in December. YouTube and TikTok were major channels, delivering high monthly impressions.

TripAdvisor

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

• Audience Trends: The website experienced a surge in visits in December, reaching over 16.5M. Unique visits also increased, indicating heightened interest. The monthly deduplicated audience was around 2.8M, with web-only users being the majority.

• App Engagement: The app's monthly active user base remained stable, hovering around 34K, showing consistent engagement.

• Ad Spend & Channels: Monthly ad spend saw a slight uptick in December to over $42K, with Facebook being the primary channel for impressions.

Conclusion

The travel and tourism sector in Australia continues to evolve, with Booking.com, Ride with Uber, and TripAdvisor leading the charge. Sensor Tower’s consolidated data, including Web Insights, App Performance Insights, and Pathmatics, offers critical insights into these brands’ strategies and market positioning. As the industry progresses, these insights will be invaluable for understanding cross-platform user dynamics.

For further detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics offerings.