Airbnb Q4 Web Traffic Rose 9% Year Over Year

ABNB saw strong seasonal decline, with Q4 web traffic down 22% from Q3. January was strong, up 22% over December and up 16% over last year.

Looking at Similarweb data on web traffic to vacation rental site Airbnb in advance of Q4 earnings reports on 2/14, traffic seems to have strengthened on a year-over-year basis, though seasonally web traffic was weaker. January seems to have started out strong versus December and versus the prior year.

Key takeaways

• Q4 web traffic to Airbnb domains rose 9% over last year but was down 22% from Q3.
• January 2023 saw web traffic growth of 22% over December and 16% over January 2022.
• Converted visits (visits that result in a sale) in the United States rose 4.1% in Q4, year over year

ABNB fourth quarter strengthened, year over year

According to Similarweb Investor Intelligence, “The travel industry has been one of the stronger categories in our traffic flow data over the past few months. Airbnb’s traffic has been roughly in line with the industry average while other operators, like Hilton and Marriott, have seen pockets of acceleration, particularly into the holiday season”

A look at Airbnb’s Web traffic over time is below and shows Q4 up 9% over last year, but seeing a strong seasonal slowdown with Q4 down 22% from Q3.

United States conversion data strong for Q4

A look at converted visits in the U.S. shows that Q4 2022 saw converted visits rise 4.1% over 2021. Similarweb thinks that since the U.S. makes up the largest portion of ABNB’s traffic, U.S. conversion data is a good directional indicator of overall sales for the quarter.

Methodology

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