Leading Travel Booking Services in Canada: Q1 2025 Insights

Introduction

In the dynamic landscape of travel booking services and travel agencies, certain brands have emerged as leaders in Canada, commanding significant audiences across their digital platforms. This article delves into the performances of Expedia, TripAdvisor, and Booking.com from Q4 2024 to Q1 2025. Using Sensor Tower’s comprehensive data, we explore audience trends, app engagement, and advertising strategies.

Expedia

Expedia's digital presence is robust, featuring its website, expedia.com, and the Expedia: Hotels, Flights, Cars app.

• Audience Trends: Expedia experienced notable growth in website visits, peaking in January 2025 with over 54M visits. The monthly unique visitor count also saw a rise, reaching above 3.4M. The monthly true audience consistently hovered around 4.7M.

• App Engagement: The app maintained a steady monthly active user base, peaking at over 1.8M in January, before stabilizing around 1.5M by March.

• Ad Spend & Channels: Expedia's advertising efforts were significant, with January 2025 seeing a monthly spend of over $3M, primarily through OTT and desktop video, delivering substantial impressions.

TripAdvisor

TripAdvisor's offerings include its website, tripadvisor.com, and the Tripadvisor: Plan & Book Trips app.

• Audience Trends: The website visits peaked in December 2024 with over 20M visits, though monthly unique visits fell to 2.1M by March 2025. Monthly true audience figures showed a decline, starting from over 3.4M in October 2024 to around 2.1M by the end of Q1 2025.

• App Engagement: The app's monthly active users remained relatively stable, fluctuating slightly but maintaining around 130K by March 2025.

• Ad Spend & Channels: TripAdvisor's monthly ad spend was modest, with a peak in October 2024 at over $23K, primarily utilizing Facebook for the majority of impressions.

Booking.com

Booking.com's strong presence is marked by its website, booking.com, and the Booking.com: Hotels & Travel app.

• Audience Trends: Booking.com displayed steady website traffic, with visits reaching over 38M in March 2025. Monthly unique visits remained stable, around 2.1M. The monthly true audience was consistent, maintaining over 2.9M.

• App Engagement: The app's monthly active users remained between 1M to 1.1M, showing a slight increase towards the end of Q1 2025.

• Ad Spend & Channels: Booking.com invested significantly in advertising, with October 2024 seeing a monthly spend of over $1.4M, utilizing Instagram and Facebook for extensive reach.

Conclusion

The travel booking services and travel agencies category in Canada is led by Expedia, TripAdvisor, and Booking.com, each exhibiting unique strengths across web and app platforms. Sensor Tower's unparalleled data offerings provide essential insights into cross-platform user behavior, ensuring brands can strategically navigate this competitive landscape. By leveraging these insights, decision-makers can optimize their strategies to maintain and grow their market presence. For more detailed analytics, explore Sensor Tower’s Web Insights and App Performance Insights.