2024 half-year update: Airbnb, Hilton, and VRBO earn highest rates of ad penetration in the US
According to recent data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Airbnb, Hilton, and VRBO register the highest Ad Awareness scores amongst all accommodations brands in the US since the beginning of 2024. Ad Awareness asks consumers if they have seen an advertisement for the brand in the prior two weeks.
Sitting atop the top 10 list, Airbnb scored 22.8% between January 1 and June 30, 2024, followed by Hilton (17.7%), VRBO (13.9%), Marriott (13%) and Holiday Inn (11.7%).
Airbnb also registers the biggest gain in Ad Awareness, among hotels in the US, between the last six months of 2023 (i.e. July 1 – December 31, 2023) and the first six months of 2024 (i.e. January 1 – June 30, 2024). Its score increases by 4.1 percentage points from 18.7 in the second half of 2023 to 22.8 in the first half of 2024.
How has Airbnb’s Ad Awareness changed since the start of 2024?
Airbnb sees its Ad Awareness rise from 16.8% on January 5 (its lowest score in the six months) to 23.2% on February 18. Despite some minor dips, Airbnb’s score continues to see an upward trend over the next few months.
In a bid to re-brand and engage with new customers, Airbnb recently launched its new global marketing strategy centered around experiences rather than just accommodations. The brand's latest offering, "Icons", offers customers the chance to be hosted by leading names in the world of music, film, sports, and more. Audiences can currently choose from 11 unique experiences including viewing the 2024 Olympics opening ceremony from a room at the Musée d’Orsay, going on a weeklong tour with reggaeton superstar Feid and more.
The app also recently unveiled new features like shared wish lists and a redesigned messages tab to enhance the group booking experience.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in the US from July 1, 2023, to June 30, 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the scores at the beginning and end of the scoring period. Learn more about BrandIndex.