Leading Brands in CA's Accommodations & Lodging Category: Q4 2024 Overview

In the rapidly evolving landscape of accommodations and lodging, key players such as Airbnb, VRBO, and Marriott International continue to shape the industry. Sensor Tower's comprehensive data from Q3 to Q4 2024 provides a detailed look at these brands' performance across websites and apps, highlighting user engagement and advertising strategies.

Airbnb, Inc.

Airbnb is renowned for revolutionizing short-term rentals, offering unique stays and experiences globally. Their digital ecosystem includes its website airbnb.com and the Airbnb app.

• Audience Trends:

  • Website: Visits decreased from approximately 23M in July to around 16M in December, with unique visits following a similar trend.

  • True Audience: Stable at over 1.8M monthly in December, despite a notable drop from earlier months.

  • Web vs. App: The monthly deduplicated audience showed a mix of web-only and app-only visitors, with a slight edge towards web engagement.

• App Engagement:

  • Monthly active users on the app were stable, hovering around 950K in December.

• Ad Spend & Channels:

  • Total monthly ad spend increased towards the end of the year, peaking at over $1.1M in December, with significant impressions on Facebook and Instagram channels.

VRBO

VRBO, a leader in vacation rentals, is known for offering entire homes for family and group stays. Their presence is marked by its website vrbo.com and the Vrbo Vacation Rentals app.

• Audience Trends:

  • Website: Visits saw fluctuations, with a notable increase in October reaching over 8M visits.

  • True Audience: Dipped to around 900K monthly in November but rebounded in December.

• App Engagement:

  • Monthly active users on the app remained relatively stable, slightly declining to about 580K in December.

• Ad Spend & Channels:

  • Monthly advertising spend surged in December to over $1.7M, with high impressions particularly on YouTube and Instagram.

Marriott International, Inc.

Marriott International, a global hospitality leader, offers a wide range of accommodations through its marriott.com and the Marriott Bonvoy app.

• Audience Trends:

  • Website: Visits remained fairly steady, with a slight increase in December to over 4.2M.

  • True Audience: Consistently around 900K monthly, showing a robust web presence.

• App Engagement:

  • Monthly active users on the app were stable, averaging around 210K throughout Q4.

• Ad Spend & Channels:

  • Monthly ad spend was consistent, with peaks in November at over $1.1M, utilizing Facebook and Instagram for wide reach.

Conclusion

The Q4 2024 analysis of the accommodations and lodging category in California highlights the diverse strategies of Airbnb, VRBO, and Marriott. Each brand has demonstrated distinct strengths across web and mobile platforms. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide invaluable insights into these trends, allowing for a comprehensive understanding of cross-platform user behavior. Decision-makers can leverage these insights to drive strategic growth and competitive advantage in a dynamic market environment.

For more detailed analytics and strategic insights, explore our full range of products and services at Sensor Tower.