Utilizing Sensor Tower Website Data to Gauge Travel Company Performance Amidst Peak Demand Season

Key Takeaways:

• Using web data alongside mobile data yields unique insights on consumer interaction with travel services. Per Sensor Tower’s proprietary multi-device panel, users engaging with Booking.com via desktop (web) in the US increased 12% between Dec’23-Jan’24, compared to a decline of -7% for the Booking mobile app through that same period. This divergence in trends may have been driven by more consumers planning for travel via their home computers (or desktop devices) during the busy winter holiday season in lieu of their mobile devices

• ST’s multi-device panel data can also be leveraged to gauge the effectiveness of digital advertising promotions in driving consumer engagement and purchase volume. Southwest Airlines ramped its US ad spend on desktop display by 105% during the week of wow promo (1/9 - 1/11) vs the prior thirty days

  • Through this same comparison period, average time spent on the desktop site (southwest.com) in the US soared an average of 57%, which suggests consumers may have spent more time planning upcoming trips or (presumably) booking trips

  • Per ST data, page views for southwest.com/air/booking/confirmation (which is the page users arrive at once completing a purchase or upon revisiting a past purchase) during the week of wow sale (1/9 - 1/11) jumped an average of 140% vs the prior thirty days, which suggests that Southwest saw a flurry of potential transactions prompted by this promotion. It should be noted that Sensor Tower data can’t determine with absolute certainty that these were first time transactions

For more information, request the full report from reports@sensortower.com.