Leading Travel Booking Services in Spain: Q4 2024 Highlights

In the ever-evolving landscape of travel booking services in Spain, several key players have established themselves as leaders in the industry. This article examines the performance of three major brands—Booking.com, TripAdvisor, and Skyscanner Ltd—during Q3 to Q4 2024. The data, sourced from Sensor Tower's comprehensive analytics, offers insights into audience trends, app engagement, and advertising strategies.

Booking.com: Steady Growth in a Competitive Market

Booking.com maintains a strong presence in Spain, both through its website booking.com and the Booking.com: Hotels & Travel app.

• Audience Trends: The website experienced a gradual decline from 185M visits in July to around 104M by December. The monthly true audience remained stable above 10M throughout Q4, with a fairly even split between app-only and web-only visitors.

• App Engagement: The app saw a decrease in monthly active users, starting at over 7.6M in July and ending with about 6.5M in December, reflecting a shift in user engagement patterns.

• Ad Spend & Channels: Booking.com invested significantly in advertising, with a peak monthly spend of over $3.1M in October. Facebook and Instagram were the primary channels, with notable impressions exceeding 680M in December.

TripAdvisor: Navigating Market Challenges

TripAdvisor continues to be a significant player with its website tripadvisor.com and the Tripadvisor: Plan & Book Trips app.

• Audience Trends: The website showed fluctuations, peaking at 25M visits in August before stabilizing around 14M by December. The monthly true audience hovered above 2.5M, with web-only users dominating.

• App Engagement: Monthly active app users decreased from about 598K in July to approximately 468K in December, indicating a decline in mobile engagement.

• Ad Spend & Channels: Monthly ad spend dropped significantly throughout the period, from nearly $39K in July to under $8K in December, focusing primarily on Facebook.

Skyscanner Ltd: Consistent Performance Amidst Change

Skyscanner's online presence is robust, with skyscanner.com and the Skyscanner Flights Hotels Cars app leading the charge.

• Audience Trends: The website maintained a steady flow, with visits ranging from 33M in July to 24M in December. The monthly true audience remained consistently around 2.7M, with a notable mix of web and app visitors.

• App Engagement: The app's monthly active users remained stable, fluctuating slightly around 800K throughout the quarter.

• Ad Spend & Channels: Skyscanner's monthly ad spend was modest, peaking at over $15K in September. Instagram was the dominant channel, with impressions reaching over 4.8M.

Conclusion

The travel booking services sector in Spain continues to be dynamic, with Booking.com, TripAdvisor, and Skyscanner Ltd showcasing varied performance trends. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides unparalleled insights into these brands' strategies and audience behaviors. For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.