Leading Brands in Australia’s Travel Booking Services & Travel Agencies: Q2 2024 Analysis

The travel industry in Australia is witnessing dynamic shifts, with several leading brands emerging as frontrunners in the Travel Booking Services & Travel Agencies category. In this article, we delve into the performance of Booking.com, TripAdvisor, and Skyscanner Ltd, examining their audience trends, app engagement, and advertising strategies from Q1 to Q2 2024. This analysis is powered by the comprehensive data capabilities of Sensor Tower, offering unparalleled insights into cross-platform user behavior.

Booking.com

Booking.com’s digital footprint is robust, with its website, booking.com, and the Booking.com: Hotels & Travel app leading the charge.

• Audience Trends: The website saw a fluctuating trend, starting with over 122M visits in January, decreasing to around 81M by June. The monthly true audience remained above 4.9M throughout Q2, with a noticeable shift towards web-only visitors.

• App Engagement: Monthly active users on the app decreased from approximately 2.3M in January to about 1.9M in June, reflecting a slight decline in mobile engagement.

• Ad Spend & Channels: Booking.com’s monthly advertising peaked in March with a spend exceeding $2.8M. Facebook and Instagram were the primary channels, with Facebook consistently delivering over 139M monthly impressions.

TripAdvisor

TripAdvisor’s presence is notable with its website, tripadvisor.com, and the Tripadvisor: Plan & Book Trips app.

• Audience Trends: The website visits were stable, hovering around 10M visits by June. The monthly true audience consistently remained above 1.8M, with web-only visitors dominating the audience.

• App Engagement: The app maintained a steady monthly active user base, with users slightly increasing to over 105K by June.

• Ad Spend & Channels: TripAdvisor’s monthly advertising spend was modest, peaking at around $34K in March, with Facebook being the dominant channel, contributing significantly to impressions.

Skyscanner Ltd

Skyscanner Ltd is a key player with its website, skyscanner.com, and the Skyscanner Flights Hotels Cars app.

• Audience Trends: The website experienced a decline, from over 8.7M visits in January to about 6.4M by June. The monthly true audience remained stable, with a notable portion accessing via the app.

• App Engagement: The app showed consistent engagement, with monthly active users peaking at over 292K in May.

• Ad Spend & Channels: Skyscanner’s monthly advertising saw a significant increase in June, with a spend of approximately $29K, predominantly on Facebook and Instagram, achieving substantial impressions.

Conclusion

The data from Q1 to Q2 2024 highlights the dynamic landscape of travel booking services in Australia. Booking.com, TripAdvisor, and Skyscanner Ltd each showcase unique strengths across web and app platforms. Sensor Tower’s comprehensive data, including insights from Web Insights, App Performance Insights, and Pathmatics, provides a critical edge in understanding these trends, offering unparalleled cross-platform insights crucial for strategic decisions in the travel industry.

By leveraging these insights, decision-makers can harness actionable data to drive growth and innovation, ensuring sustained competitive advantage in the evolving travel landscape. Sensor Tower remains committed to empowering businesses with the analytics needed to thrive in this dynamic market.