Leading Brands in California's Accommodations & Lodging Category: Q4 2023 Insights

The accommodations and lodging sector in California witnessed dynamic shifts in Q4 2023. As leading brands like Airbnb, VRBO, and Marriott International continued to engage audiences across both web and app platforms, Sensor Tower's comprehensive data provides critical insights into these trends. This article delves into each brand's performance, highlighting the power of Sensor Tower's unmatched cross-platform analytics.

Airbnb, Inc.

Airbnb's digital presence is robust, with its website, airbnb.com, and the Airbnb app driving significant user engagement.

• Audience Trends: From Q3 to Q4 2023, airbnb.com experienced a gradual decline in visits, starting at over 21M in September and dropping to around 16M by December. The monthly deduplicated audience remained stable above 1.6M throughout the quarter.

• App Engagement: The Airbnb app saw a consistent monthly active user base, with users hovering near 900K by December, indicating a steady interest in mobile interactions.

• Ad Spend & Channels: Airbnb's monthly advertising spend fluctuated, peaking in December at approximately $1M. Key channels included Instagram and Facebook, which together accounted for significant impressions, especially through OTT platforms.

VRBO

VRBO's digital strategy includes its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: Despite a dip in September, vrbo.com maintained stable monthly visits around 5M by December. The unique visits per user remained consistent, showing a dedicated audience base.

• App Engagement: The app's monthly active users remained relatively stable, with a slight increase to over 600K by December, reflecting its sustained mobile appeal.

• Ad Spend & Channels: VRBO's monthly ad spend peaked in July, with desktop video and Facebook being primary channels, delivering substantial impressions.

Marriott International, Inc.

Marriott's digital landscape includes marriott.com and the Marriott Bonvoy: Book Hotels app.

• Audience Trends: Marriott.com saw a decline in visits from 6.2M in August to below 4.2M in December. The monthly deduplicated audience remained above 650K throughout the quarter.

• App Engagement: The app's monthly active users showed growth, reaching over 180K by December, highlighting increasing mobile engagement.

• Ad Spend & Channels: Marriott's advertising efforts were consistent, with significant investments in Facebook and Instagram channels, yielding extensive reach and impressions.

Conclusion

The Q4 2023 data reveals diverse trends across leading brands in California's accommodations and lodging category. Airbnb, VRBO, and Marriott International each demonstrated unique strengths across web and app platforms. Sensor Tower's unparalleled data insights provide a comprehensive view of these brands' performances, highlighting the critical role of cross-platform analytics in understanding user behavior. For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.