Leading Brands in Travel Booking Services & Travel Agencies: Q4 2024 Insights

In the rapidly evolving world of online travel booking and agency services, a select group of brands continues to capture significant audience shares across both web and app platforms. This article delves into the performance and trends of three leading brands in the Travel Booking Services & Travel Agencies category: Booking.com, Skyscanner Ltd, and TripAdvisor, during Q4 2024. The data presented is powered by Sensor Tower's comprehensive suite of tools, including Web Insights, App Performance Insights, and Pathmatics.

Booking.com

Booking.com, accessible via booking.com and its app, Booking.com: Hotels & Travel, remains a dominant player with a robust digital presence.

• Audience Trends: The monthly deduplicated audience remained stable above 9M throughout Q4 2024. The website experienced a decline from 9.7M unique visits in October to about 4.3M in December, indicating a seasonal trend typical for year-end travel planning.

• App Engagement: The app's monthly active user base showed resilience, starting at around 4.7M in October and maintaining this level through December, highlighting steady engagement.

• Ad Spend & Channels: Booking.com's monthly advertising expenditure varied, peaking in October at over $3.1M with significant impressions driven by Facebook and Instagram. TikTok saw a notable increase in impressions in October, indicating strategic channel diversification.

Skyscanner Ltd

Skyscanner, available at skyscanner.com and through its app, Skyscanner Flights Hotels Cars, continues to perform strongly.

• Audience Trends: The monthly deduplicated audience remained consistent at around 2.6M by December. The website's unique visits showed a slight dip towards the end of the year, from 2.2M in October to 2.0M in December.

• App Engagement: The app maintained a stable monthly active user base, hovering around 1M throughout Q4, showcasing steady user retention.

• Ad Spend & Channels: Skyscanner's modest monthly advertising expenditure, peaking at approximately $15K in September, was primarily focused on Facebook and Instagram, with minimal activity on TikTok.

TripAdvisor

TripAdvisor, accessible via tripadvisor.com and its app, Tripadvisor: Plan & Book Trips, remains a key player in the travel space.

• Audience Trends: The website's unique visits were relatively stable, ending the year with about 2.2M. The monthly deduplicated audience saw a slight decline from 3.1M in September to around 2.6M in December.

• App Engagement: The app's monthly active users decreased slightly, finishing the year with around 81K, reflecting a typical seasonal fluctuation.

• Ad Spend & Channels: TripAdvisor's monthly advertising expenditure decreased significantly over the quarter, from about $13K in August to just over $7K in December, with Facebook being the primary channel.

Conclusion

The data from Q3 to Q4 2024 highlights the dynamic nature of the travel booking industry, with each brand demonstrating unique strengths across web and app platforms. Sensor Tower's unparalleled data offerings provide critical insights into cross-platform user behavior, enabling brands to fine-tune their strategies and maintain a competitive edge in the market.

For more detailed insights and data, visit our Web Insights, App Performance Insights, and Pathmatics product pages.