Leading Brands in U.S. Accommodations & Lodging: Q1 2025 Overview

In the first quarter of 2025, the Accommodations & Lodging category in the United States witnessed significant activity among leading brands. Leveraging Sensor Tower's comprehensive analytics, we delve into the performance of VRBO, Airbnb, Inc., and Hilton Hotels. This analysis provides unique insights into website metrics, app usage data, and advertising strategies, showcasing the dynamic nature of the industry.

VRBO

VRBO stands out with its robust digital presence through its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: From Q4 2024 to Q1 2025, vrbo.com saw a noticeable increase in monthly visits, peaking in March with over 200M visits. The monthly true audience consistently remained above 24M, with significant engagement across both web and app platforms.

• App Engagement: The app's monthly active users exhibited growth, surpassing 11M in March 2025, indicating robust mobile engagement.

• Ad Spend & Channels: VRBO's advertising efforts were substantial, with monthly ad spend reaching over $36M in February 2025. Key channels included Facebook and YouTube, contributing to billions of impressions, particularly during the holiday season.

Airbnb, Inc.

Airbnb continues to be a key player with its platform, encompassing airbnb.com and the Airbnb app.

• Audience Trends: The website experienced increased visits, reaching nearly 200M by March 2025. Monthly true audience figures stayed stable above 21M, with a balanced distribution across web and app users.

• App Engagement: Monthly active users on the Airbnb app rose steadily, exceeding 24M by the end of Q1 2025, underscoring strong mobile user retention.

• Ad Spend & Channels: Airbnb's monthly ad spend increased to nearly $19M in March 2025. The brand leveraged OTT services and Instagram, achieving significant reach and engagement.

Hilton Hotels

Hilton's digital strategy is reflected in its website, hilton.com, and the Hilton Honors: Book Hotels app.

• Audience Trends: The website visits grew, reaching over 74M in March 2025. Monthly true audience figures increased significantly, passing 13M in the same month.

• App Engagement: The Hilton Honors app saw growth in monthly active users, with numbers rising to over 5M by March 2025, indicating a strengthening mobile presence.

• Ad Spend & Channels: Hilton's monthly advertising expenditure was robust, with March 2025 seeing nearly $9M in ad spend. Key channels included Instagram and Pinterest, delivering high impressions.

Conclusion

The first quarter of 2025 highlighted the competitive landscape of the Accommodations & Lodging category. VRBO, Airbnb, and Hilton Hotels demonstrated strong digital engagement across web and mobile platforms. Sensor Tower's unparalleled data offerings provide critical insights into these trends, enabling a deeper understanding of cross-platform user behavior. For more detailed insights, explore our Web Insights and Pathmatics products. Sensor Tower's data presents unique advantages for decision-makers seeking to navigate and capitalize on market opportunities effectively.