Leading Travel Booking Services & Agencies in Q1 2025: A Sensor Tower Analysis

Introduction

In the competitive landscape of travel booking services and agencies, brands like Booking.com, TripAdvisor, and Skyscanner Ltd are making significant strides in Germany. This article delves into their performance from Q4 2024 to Q1 2025, highlighting trends across their websites and apps. Sensor Tower's comprehensive data, which includes Web Insights, App Performance Insights, and Pathmatics, provides unique cross-referencing capabilities that offer invaluable insights into cross-platform user behavior.

Booking.com

Booking.com’s digital presence is robust, with its website and the Booking.com: Hotels & Travel app catering to a wide audience.

• Audience Trends: The website maintained a consistent visitor base, with unique visits peaking at over 9.8M in March 2025. The monthly deduplicated audience remained stable above 17M throughout Q1 2025.

• App Engagement: The app saw an increase in monthly active users, reaching over 10.5M by March 2025, indicating a strong preference for mobile experiences.

• Ad Spend & Channels: Booking.com significantly invested in advertising, with monthly ad spend peaking at around $9.5M in March 2025. Major channels included Facebook and Instagram, which together accounted for substantial impressions.

TripAdvisor

TripAdvisor’s platform includes its website and the Tripadvisor: Plan & Book Trips app.

• Audience Trends: The website experienced a rise in unique visits, surpassing 5.6M in March 2025. The monthly deduplicated audience also saw growth, reaching over 6.1M.

• App Engagement: The app maintained a steady monthly active user base, with numbers hovering around 178K by March 2025.

• Ad Spend & Channels: TripAdvisor’s ad spend was more conservative, yet strategic, with a focus on Facebook, which delivered the majority of impressions.

Skyscanner Ltd

Skyscanner Ltd’s digital offerings include its website and the Skyscanner Flights Hotels Cars app.

• Audience Trends: The website saw a significant increase in unique visits, reaching over 2.7M in March 2025. The monthly deduplicated audience maintained a steady rise, exceeding 3.6M.

• App Engagement: The app’s monthly active users grew, peaking at over 1.3M by March 2025, underscoring a strong mobile presence.

• Ad Spend & Channels: Skyscanner's ad spend was strategically allocated, with Facebook being the primary channel, resulting in significant impressions.

Conclusion

The travel booking sector in Germany continues to evolve, with Booking.com, TripAdvisor, and Skyscanner Ltd leading the charge. Each brand’s strategic use of web and mobile platforms, coupled with targeted advertising, has been pivotal. Sensor Tower’s unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these dynamics, helping brands refine their strategies and maintain their competitive edge.

By leveraging Sensor Tower’s comprehensive analytics, decision-makers can gain a deeper understanding of market trends, optimize their digital strategies, and drive sustainable growth. For more insights, explore our products and services.