Leading Travel Booking Services in Germany: Q1 2025 Performance Overview

As the travel industry continues to evolve, certain brands stand out for their exceptional digital presence and user engagement. In Germany, Booking.com, TripAdvisor, and Skyscanner Ltd have emerged as leaders in the Travel Booking Services & Travel Agencies category for Q1 2025. This article delves into the performance trends of these brands, drawing on comprehensive data from Sensor Tower.

Booking.com

Booking.com maintains a strong digital footprint with its website booking.com and its app, Booking.com: Hotels & Travel.

• Audience Trends: From Q4 2024 to Q1 2025, Booking.com's website experienced a noticeable increase in visits, peaking at over 203M visits in March 2025. The monthly true audience consistently remained above 16M throughout Q1 2025, with a healthy mix of web and app users.

• App Engagement: The app's monthly active users rose steadily, surpassing 10M by March 2025, indicating robust mobile engagement.

• Ad Spend & Channels: Booking.com significantly increased its monthly ad spend in January 2025, with a focus on Facebook and Instagram, achieving impressions exceeding 1.8B in March 2025.

TripAdvisor

TripAdvisor's digital presence, through tripadvisor.com and the Tripadvisor: Plan & Book Trips app, shows a stable audience engagement.

• Audience Trends: The website saw a steady increase in visits, reaching nearly 27M in March 2025. The monthly true audience grew to over 6M by the end of Q1 2025, driven by strong web-only visitor numbers.

• App Engagement: The app's monthly active users remained stable, with a slight uptick, reaching approximately 720K in March 2025.

• Ad Spend & Channels: TripAdvisor's monthly ad spend was modest, with a focus on Facebook, resulting in impressions around 4.8M in March 2025.

Skyscanner Ltd

Skyscanner's presence is marked by its website skyscanner.com and the Skyscanner Flights Hotels Cars app.

• Audience Trends: Website visits saw a significant rise, peaking at over 40M in March 2025. The monthly true audience grew to around 3.5M, with a balanced distribution between web and app users.

• App Engagement: The app's monthly active users showed a healthy increase, surpassing 1.1M by March 2025.

• Ad Spend & Channels: Skyscanner's monthly ad spend was concentrated on Facebook, with impressions reaching approximately 7.1M in March 2025.

Conclusion

The Q1 2025 data highlights the dynamic nature of the travel booking sector in Germany. Booking.com, TripAdvisor, and Skyscanner Ltd have each demonstrated unique strengths through their digital platforms. Sensor Tower's comprehensive data, encompassing web, app, and advertising insights, provides an unparalleled view of these trends. For more detailed insights, visit Sensor Tower’s Web Insights and Pathmatics offerings.