Leading Brands in the UK's Accommodations & Lodging Category: Q1 2025 Insights

Introduction

In the dynamic Accommodations & Lodging category in the UK, brands like Airbnb, Premier Inn, and VRBO continue to set the pace. This article delves into their performance from Q4 2024 to Q1 2025, highlighting key audience trends, app engagement, and advertising strategies. Data provided by Sensor Tower offers unparalleled insight into these brands' cross-platform user behaviors.

Airbnb, Inc.

Audience Trends

• Website: airbnb.com saw a notable increase in visits from 26M in December 2024 to over 39M by March 2025.

• Monthly True Audience: Remained stable above 4M throughout Q1 2025, with a balanced mix of web and app users.

App Engagement

• Airbnb App: Monthly active users rose from 4.1M in December 2024 to over 5M by March 2025.

Ad Spend & Channels

• Monthly Ad Spend: Increased significantly from $2.5M in December 2024 to over $4.5M by March 2025.

• Primary Channels: Focused on Facebook and Instagram, with each channel contributing over 300M impressions in March 2025.

Premier Inn

Audience Trends

• Website: premierinn.com visits were stable, averaging around 12M monthly in Q1 2025.

• Monthly True Audience: Consistently around 1.9M, with a predominant web user base.

App Engagement

• Premier Inn Hotels App: Monthly active users grew from 245K in December 2024 to nearly 290K by March 2025.

Ad Spend & Channels

• Monthly Ad Spend: Saw a peak in March 2025 at approximately $2.2M.

• Primary Channels: Strong presence on YouTube and Instagram, with impressions exceeding 150M in March 2025.

VRBO

Audience Trends

• Website: vrbo.com experienced a significant increase in visits, reaching over 8M in March 2025.

• Monthly True Audience: Surpassed 1M by March 2025, with a balanced user distribution between web and app.

App Engagement

• Vrbo Vacation Rentals App: Monthly active users grew from 316K in December 2024 to nearly 482K by March 2025.

Ad Spend & Channels

• Monthly Ad Spend: Peaked in January 2025 at approximately $1.3M.

• Primary Channels: Leveraged YouTube heavily, with impressions hitting over 70M in March 2025.

Conclusion

The UK's Accommodations & Lodging category demonstrates robust growth and engagement, driven by strategic digital presence and advertising. Sensor Tower's comprehensive data highlights these trends, offering a unique lens into cross-platform performance. For more in-depth insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.