Leading Brands in U.S. Accommodations & Lodging: Q1 2024 Insights

In the competitive landscape of the U.S. accommodations and lodging sector, several brands have emerged as leaders, showcasing impressive digital presence across web and mobile platforms. This article explores the performance and trends of three leading brands: VRBO, Airbnb, Inc., and Hilton Honors, based on data from Q4 2023 to Q1 2024, as provided by Sensor Tower.

VRBO

VRBO's digital ecosystem is anchored by its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: From Q4 2023 to Q1 2024, VRBO experienced a notable increase in audience engagement. The website visits peaked in March 2024, with unique visits surpassing 21M. The monthly deduplicated audience remained stable, consistently above 28M during Q1 2024.

• App Engagement: The Vrbo app saw a steady rise in monthly active users, exceeding 7M by March 2024, indicating a strong mobile user base.

• Ad Spend & Channels: VRBO significantly increased its monthly ad spend in January 2024, reaching over $32M, with desktop display and OTT channels generating substantial impressions.

Airbnb, Inc.

Airbnb's digital footprint includes its website, airbnb.com, and the Airbnb app.

• Audience Trends: Airbnb's website maintained a robust presence, with unique visits climbing to over 12M in March 2024. The monthly true audience saw a consistent rise, surpassing 21M by the end of Q1 2024.

• App Engagement: The Airbnb app experienced a steady increase in monthly active users, reaching approximately 9.5M in March 2024.

• Ad Spend & Channels: Airbnb's advertising efforts peaked in January 2024, with monthly spending around $23M. The OTT channel was particularly effective, generating significant impressions.

Hilton Honors: Book Hotels

Hilton Honors' digital presence is defined by its website, hilton.com, and the Hilton Honors: Book Hotels app.

• Audience Trends: Hilton's website visits saw a gradual increase, with March 2024 unique visits exceeding 10M. The monthly deduplicated audience consistently hovered around 13M in Q1 2024.

• App Engagement: The Hilton Honors app's monthly active user base grew steadily, surpassing 1.3M by March 2024.

• Ad Spend & Channels: Hilton's monthly ad spend was modest, with Instagram being the primary channel, generating impressions in the hundreds of thousands.

Conclusion

The accommodations and lodging sector in the U.S. continues to thrive, with VRBO, Airbnb, and Hilton Honors leading the charge. Sensor Tower's comprehensive data, encompassing web, app, and advertising insights, provides invaluable perspectives on these brands' digital strategies. This data is accessible through Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics, offering unparalleled analysis of cross-platform user behavior.

As these brands continue to evolve, Sensor Tower remains the go-to source for understanding and leveraging digital market trends in the accommodations and lodging industry. This unique advantage empowers decision-makers to strategically align their digital initiatives with market dynamics.