Leading Travel Booking Services & Agencies in Australia: Q4 2024 Overview

In the dynamic landscape of travel booking services and travel agencies in Australia, Q4 2024 witnessed significant performances from top brands like Booking.com, TripAdvisor, and Skyscanner Ltd. Sensor Tower's comprehensive data provides an unparalleled view into the trends and audience behaviors across these platforms, highlighting their web and app presence, user engagement, and advertising strategies.

Booking.com

Digital Presence: Booking.com maintains a robust digital footprint through its website booking.com and the Booking.com: Hotels & Travel app.

• Audience Trends: From Q3 to Q4 2024, booking.com saw a slight fluctuation in visits, peaking in December with over 72M visits. Unique visits remained stable, hovering around 3.5M monthly. The monthly true audience exceeded 5M consistently, with a notable increase in app users in December.

• App Engagement: The app experienced a steady rise in monthly active users, reaching over 2.6M by December, indicating growing mobile engagement.

• Ad Spend & Channels: Booking.com's monthly advertising spend varied, with a peak in December at approximately $2.8M, primarily focusing on Facebook and Instagram, which delivered substantial impressions.

TripAdvisor

Digital Presence: TripAdvisor's reach spans its website tripadvisor.com and the Tripadvisor: Plan & Book Trips app.

• Audience Trends: The website maintained steady visits, culminating in December with over 12M. Monthly true audience figures were stable, around 1.8M, with the web dominating the audience.

• App Engagement: The app's monthly active users saw an increase, closing the year at 122K, reflecting a modest rise in mobile usage.

• Ad Spend & Channels: TripAdvisor's monthly ad spend was modest compared to its peers, with a peak in November at about $42K, focusing heavily on Facebook.

Skyscanner Ltd

Digital Presence: Skyscanner operates through its website skyscanner.com and the Skyscanner Flights Hotels Cars app.

• Audience Trends: Skyscanner's website visits fluctuated, peaking in November with over 7M visits. The monthly true audience steadily increased, surpassing 800K by December.

• App Engagement: The app maintained a stable monthly active user base, with users nearing 284K in December, showing consistent mobile engagement.

• Ad Spend & Channels: Skyscanner's monthly ad spend spiked dramatically in December to nearly $2.8M, with significant impressions generated on YouTube, highlighting a strategic shift in advertising focus.

Conclusion

Q4 2024 demonstrated varied strategies and performances among leading travel booking services and agencies in Australia. Booking.com, TripAdvisor, and Skyscanner each leveraged unique approaches to engage their audiences across web and mobile platforms. Sensor Tower's data, through its Web Insights, App Performance Insights, and Pathmatics offerings, provides invaluable insights into these cross-platform behaviors, underscoring its critical role in understanding the digital travel landscape. Sensor Tower’s consolidated data offers unique advantages for decision-makers, empowering them with the insights needed to navigate and excel in the competitive travel industry.