Leading Brands in Germany's Accommodations & Lodging Sector: Q2 2024 Analysis

Introduction

In the dynamic Accommodations & Lodging sector, Germany remains a pivotal market for top brands. This article delves into the performance of three industry leaders—Airbnb, Inc., HomeToGo, and Marriott International, Inc.—from Q1 to Q2 2024. Utilizing Sensor Tower’s comprehensive data, we explore web and app audience trends, user engagement, and advertising strategies.

Airbnb, Inc.

Airbnb maintains a strong digital presence with its website, airbnb.com, and the Airbnb app.

• Audience Trends: The website experienced a decrease in visits from over 32M in January to approximately 24M by June. The monthly true audience remained stable above 3M throughout the quarter.

• App Engagement: The app showed robust growth, with monthly active users increasing from around 3.5M in January to over 3.8M by June.

• Ad Spend & Channels: Airbnb's monthly advertising spend decreased significantly from over $2.2M in January to just over $1M in June. Instagram and YouTube were the top channels, delivering substantial impressions.

HomeToGo

HomeToGo captures a notable audience through its website, hometogo.com, and the Vacation Rentals - HomeToGo app.

• Audience Trends: The website experienced a decline in visits, from about 5.8M in January to approximately 4.1M in June. The monthly true audience hovered around 550K throughout the quarter.

• App Engagement: The app's monthly active users remained relatively stable, with numbers fluctuating around 230K to 240K.

• Ad Spend & Channels: HomeToGo's monthly advertising spend was minimal, with a notable drop from around $310K in January to below $7K in June. YouTube was the primary channel for their advertising efforts.

Marriott International, Inc.

Marriott leverages its website, marriott.com, and the Marriott Bonvoy: Book Hotels app to engage users.

• Audience Trends: The website saw a decrease in visits from over 2.2M in January to about 1.6M in June. The monthly true audience remained around 230K.

• App Engagement: The app showed a steady increase in monthly active users, reaching approximately 44K by June.

• Ad Spend & Channels: Marriott's monthly advertising spend showed variability, peaking at over $490K in February and settling around $200K in June. Facebook and Instagram were key channels, generating significant impressions.

Conclusion

Germany's Accommodations & Lodging sector is marked by dynamic shifts in digital engagement and advertising strategies. Airbnb, HomeToGo, and Marriott each demonstrate unique strengths across platforms. Sensor Tower's unparalleled insights provide a critical understanding of these trends, empowering brands to navigate the competitive landscape effectively.

For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.