Leading Travel Booking Services in Spain: Q4 2023 Insights

Introduction

In the dynamic landscape of travel booking services and agencies in Spain, Q4 2023 witnessed significant activity among leading brands. Notably, Booking.com, TripAdvisor, and Skyscanner Ltd emerged as frontrunners, with substantial monthly true audience engagement across their websites and apps. Utilizing Sensor Tower’s comprehensive data, we provide a detailed overview of their performance and trends during this period.

Booking.com

Booking.com continues to be a dominant force in the travel booking sector with its website booking.com and the Booking.com: Hotels & Travel app.

• Audience Trends: From Q3 to Q4 2023, the monthly true audience on booking.com showed a gradual decline from over 12.8M in July to around 9.3M in December. The web-only visitors consistently surpassed app-only visitors, indicating a stronger web presence.

• App Engagement: The app’s monthly active users decreased from approximately 6.9M in July to about 5.4M by December, reflecting a shift in user engagement dynamics.

• Ad Spend & Channels: Booking.com maintained robust advertising efforts, peaking at over $1.5M in August. The majority of monthly ad spend was directed towards Facebook, with significant impressions generated, while Instagram also contributed notably to their advertising strategy.

TripAdvisor

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

• Audience Trends: Monthly true audience numbers showed a decline from over 4.4M in August to around 2.2M by December. The web-only visitors consistently outnumbered app-only visitors, highlighting a preference for web-based interactions.

• App Engagement: The app’s monthly active users decreased from approximately 680K in August to about 430K in December, mirroring the trend observed in web engagement.

• Ad Spend & Channels: TripAdvisor’s monthly ad spend was relatively modest, with the majority allocated to Facebook, resulting in consistent impressions throughout the quarter.

Skyscanner Ltd

Skyscanner Ltd, with its website skyscanner.com and the Skyscanner Flights Hotels Cars app, continues to attract a significant audience.

• Audience Trends: The monthly true audience remained relatively stable, fluctuating slightly around 2.3M to 2.6M from July to December. Interestingly, the web and app visitor numbers were closely matched, suggesting balanced usage across platforms.

• App Engagement: The app maintained steady monthly active users, hovering around 650K throughout Q4 2023.

• Ad Spend & Channels: Skyscanner’s monthly advertising expenditure increased towards the end of the year, with significant emphasis on Instagram, which saw a rise in impressions.

Conclusion

The travel booking landscape in Spain is defined by strong digital presence and strategic advertising, as evidenced by the activities of Booking.com, TripAdvisor, and Skyscanner Ltd. Sensor Tower’s unparalleled data offerings provide key insights into these brands’ cross-platform user behaviors, highlighting the importance of both web and app engagement. As the market evolves, such insights will be crucial for brands aiming to optimize their strategies and capture a larger audience share.

Explore more about Sensor Tower’s offerings in Web Insights, Pathmatics, and App Performance Insights.