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The Top 10 Room Booking Sites in the U.S., UK and India for February 2016

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Skift Take

We’re surprised that U.S. hotel chains did not have a stronger global showing, but we’re not surprised by Trivago and Airbnb’s strength.

— Jason Clampet

When it comes to global accommodations brands, Airbnb and Trivago have an edge that their rivals likely envy.

In a compilation by analytics firm Similarweb of the most visited room booking sites in the U.S., UK, and India, the room-sharing site and hotel metasearch giant were the only two brands to make all three lists.

Note: This is focused on hotel and accommodation sites exclusively, and excludes OTAs that also book vacation packages, airfare, and more.

We have found Similarweb’s traffic stats to be a relatively good barometer of web activity and much more accurate than other traffic comparison sites — at least as far as proportional comparison goes.

Below are charts featuring the top 10s from each market. We’ve highlighted the brand with the highest mobile usage in each: Choicehotels.com, Travelodge.co.uk, and Trivago.in. For booking sites, mobile use is stronger in the U.S. than in the UK or India.

Look below each chart for takeaways for each market.

Top 10 U.S. Accommodations Booking Sites

# Site Combined Traffic Desktop Traffic Mobile Traffic Mobile Share
1 airbnb.com 25,329,000 16,162,000 9,167,000 36.19%
2 marriott.com 19,980,000 9,557,000 10,424,000 52.17%
3 vrbo.com 13,097,000 7,097,000 6,000,000 45.81%
4 ihg.com 10,156,000 4,564,000 5,592,000 55.06%
5 homeaway.com 9,776,000 4,749,000 5,027,000 51.42%
6 choicehotels.com 7,058,000 2,389,000 4,669,000 66.15%
7 trivago.com 6,222,000 2,485,000 3,737,000 60.06%
8 starwoodhotels.com 5,890,000 3,341,000 2,549,000 43.28%
9 hyatt.com 4,487,000 2,513,000 1,974,000 43.99%
10 flipkey.com 2,629,000 1,128,000 1,501,000 57.08%

U.S. Mobile and Desktop Data – Feb 2016

The Takeaway: Airbnb had the most pages per visit at 12.26, with fellow vacation and short-term rental sites VRBO, HomeAway, and Flipkey in second through fourth place. Choice Hotels had the highest share of visitors coming via mobile as well as the lowest pages per visit at 3.46.

Top 10 UK Accommodations Booking Sites

# Site Combined Traffic Desktop Traffic Mobile Traffic Mobile Share
1 airbnb.co.uk 6,295,000 4,010,000 2,285,000 36.30%
2 trivago.co.uk 3,786,000 1,565,000 2,221,000 58.66%
3 premierinn.com 3,206,000 1,375,000 1,830,000 57.10%
4 travelodge.co.uk 2,478,000 1,000,000 1,477,000 59.63%
5 laterooms.com 2,068,000 872,000 1,196,000 57.84%
6 holidaylettings.co.uk 1,589,000 771,000 818,000 51.48%
7 secretescapes.com 1,552,000 679,000 873,000 56.26%
8 ownersdirect.co.uk 1,333,000 762,000 571,000 42.85%
9 homeaway.co.uk 1,195,000 644,000 551,000 46.10%
10 ihg.com 1,160,000 607,000 554,000 47.73%

UK Mobile and Desktop Data – Feb 2016

The Takeaway: Airbnb again tops the list in number of visitors and, like the U.S., led with pages per visit, too. As in the U.S., a budget hotel operator was tops in mobile use, this time its homegrown Travelodge brand. The rest of the top 10 is a very UK brand-friendly list, with no international hotel chains based outside of the country making the list.

Top 10 India Accommodations Booking Sites

# Site Combined Traffic Desktop Traffic Mobile Traffic Mobile Share
1 oyorooms.com 2,079,000 1,262,000 817,000 39.28%
2 trivago.in 1,040,000 507,000 532,000 51.21%
3 agoda.com 902,000 574,000 327,000 36.30%
4 airbnb.co.in 743,000 564,000 179,000 24.12%
5 marriott.com 326,000 204,000 122,000 37.40%
6 tajhotels.com 278,000 186,000 92,000 33.08%
7 stayzilla.com 276,000 164,000 112,000 40.55%
8 hotelscombined.com 212,000 146,000 65,000 30.87%
9 couchsurfing.com 203,000 147,000 57,000 27.82%
10 roomorama.com 125,000 105,000 20,000 15.84%

India Mobile and Desktop Data – Feb 2016

The Takeaway: With a nearly 2 to 1 edge over its nearest rival, newcomer Oyorooms beats out older, more traditional booking sites as well as older chains. Trivago, though, has the highest mobile usage of any brand.

similarweb logoThis data is provided by Similarweb. Read more about Similarweb’s data and services on its blog.

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