Leading Brands in Spain's Travel Booking Services & Travel Agencies: Q1 2025 Insights

Introduction

In the ever-evolving landscape of travel booking services and travel agencies, certain brands have established themselves as leaders in Spain. This article explores the performance and trends of three prominent brands—Booking.com, Skyscanner Ltd, and TripAdvisor—during Q4 2024 to Q1 2025. Sensor Tower's comprehensive data, available through our Web Insights, App Performance Insights, and Pathmatics, provides a detailed look into their cross-platform user behavior.

Booking.com

Booking.com maintains a robust digital presence through its website booking.com and the Booking.com: Hotels & Travel app.

• Audience Trends:

  • The monthly true audience for Booking.com exhibited growth, rising from over 10M in late 2024 to over 11M by March 2025.

  • Monthly website visits increased significantly from about 99M in November 2024 to approximately 136M in March 2025.

• App Engagement:

  • The app saw a rise in monthly active users, reaching over 7M by March 2025, indicating a strong preference for mobile platforms among users.

• Ad Spend & Channels:

  • Booking.com increased its monthly advertising spend, peaking at over $3.7M in March 2025, with significant impressions across Facebook and Instagram channels.

Skyscanner Ltd

Skyscanner, with its website skyscanner.com and the Skyscanner Flights Hotels Cars app, showed consistent performance.

• Audience Trends:

  • Monthly true audience numbers rose from around 2.8M in October 2024 to over 3.3M in March 2025.

  • Monthly website visits also displayed a steady increase, reaching nearly 36M by March 2025.

• App Engagement:

  • The app's monthly active users grew to over 1M by March 2025, highlighting a gradual shift towards mobile usage.

• Ad Spend & Channels:

  • Skyscanner's monthly ad spend remained modest compared to competitors, with a focus on Facebook, resulting in impressions peaking around 3.6M.

TripAdvisor

TripAdvisor's digital footprint includes the website tripadvisor.com and the Tripadvisor: Plan & Book Trips app.

• Audience Trends:

  • The monthly true audience remained fairly stable, hovering around 2.7M throughout the period.

  • Monthly website visits fluctuated slightly, averaging around 13M.

• App Engagement:

  • App monthly active users saw a slight decline, with numbers settling around 433K by March 2025.

• Ad Spend & Channels:

  • TripAdvisor's monthly advertising efforts were concentrated on Facebook, with spend peaking at over $7.5K in December 2024.

Conclusion

The travel booking services and travel agencies sector in Spain is led by these three brands, each with distinct strategies and market approaches. Sensor Tower's unparalleled data provides critical insights into how these brands are navigating the digital landscape, highlighting the importance of cross-platform engagement and strategic advertising. As the market continues to evolve, these brands remain at the forefront, adapting to user preferences and technological advancements. For decision-makers, Sensor Tower's data offers unique advantages, supporting informed business strategies and investment decisions.

Explore more with our Web Insights, App Performance Insights, and Pathmatics to gain a competitive edge in the dynamic travel market.