Leading Brands in the UK Accommodations & Lodging Category: Q2 2024 Overview

Introduction

In Q2 2024, the UK accommodations and lodging sector exhibited substantial digital engagement and strategic advertising efforts among leading brands. This article delves into the performance metrics of top brands: Airbnb, Inc., VRBO, and Sykes Cottages Ltd, utilizing insights from Sensor Tower, the premier source for cross-platform user behavior data.

Airbnb, Inc.

Airbnb's digital presence is formidable, with its website, airbnb.com, and the Airbnb app contributing to its leading position.

• Audience Trends: Throughout Q2 2024, airbnb.com maintained strong visitor numbers, peaking at over 42M in April and slightly decreasing to around 37M by June. The monthly true audience remained stable above 4.1M, with a balanced mix of app-only and web-only visitors.

• App Engagement: The Airbnb app saw a steady increase in monthly active users, from over 4.3M in April to nearly 4.8M by June, reflecting a growing preference for mobile interactions.

• Ad Spend & Channels: Airbnb's monthly advertising spend showed variability, with a peak in April at approximately $2.7M and a dip in May. Instagram and YouTube were prominent channels, delivering substantial impressions, particularly in April, with Instagram generating over 159M impressions.

VRBO

VRBO's online engagement is driven by its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: The website saw a consistent monthly visit count, hovering around 5.5M. Monthly true audience figures rose slightly, reaching over 850K by June, with a noticeable proportion of web-only users.

• App Engagement: The Vrbo app's monthly active user base expanded from 288K in April to nearly 350K by June, indicating a solid upward trend in mobile usage.

• Ad Spend & Channels: VRBO increased its monthly ad spend significantly, from around $1M in April to over $2.8M in June, focusing heavily on YouTube, which accounted for the majority of impressions.

Sykes Cottages Ltd

Sykes Cottages leverages its website, sykescottages.co.uk, and the Sykes Holiday Cottages UK app to engage users.

• Audience Trends: The website's visits increased notably in May, reaching over 4.4M, before stabilizing in June. The monthly true audience consistently exceeded 700K, with a healthy mix of app and web visitors.

• App Engagement: The app maintained a steady monthly active user base, around 360K, suggesting stable engagement levels.

• Ad Spend & Channels: Sykes Cottages' monthly ad spend increased modestly from $255K in April to over $350K in June, with Facebook and Instagram being key channels, contributing significantly to their impressions.

Conclusion

The Q2 2024 analysis underscores the dynamic nature of the UK accommodations and lodging market, with each brand leveraging unique strategies to enhance digital engagement. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these market leaders' cross-platform strategies, essential for understanding consumer behavior across digital landscapes. This data is invaluable for decision-makers seeking to navigate and capitalize on market trends effectively.