While 2024 proved to be a standout year for Airbnb in the US, where it led in both advertising awareness and customer acquisition, the story in the UK market reveals a more complex picture. A comparative analysis of Airbnb, Booking.com and Premier Inn – using data from YouGov BrandIndex – highlights differing strengths across advertising, customer engagement, and broader brand health metrics.
Booking.com leads in Ad Awareness and Current Customer
In the UK, Booking.com emerged as the leader in advertising awareness in 2024, with 24.2% of Britons reporting they had seen an ad for the brand in the two weeks prior to being surveyed. In 2024, Booking.com rolled out its global campaign “Booking.yeah“, featuring actress and comedian Tina Fey. The campaign encouraged travellers to “book whoever you want to be” and was widely promoted across television, streaming platforms, and social media.
This heightened ad awareness appears to have had some effect on customer acquisition. Booking.com…
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