Airbnb has more web traffic than any hotel brand or OTA

George Sell By George Sell
31 May 2017 | Updated 31 May 2017

US: Recent data from SimilarWeb has shown a significant rise in web traffic to Airbnb’s site.

In Q1 2017, Airbnb drew 106.9 million visits to its site, an increase of 31 per cent from the same period in 2016. The figure is higher than that of,, Marriott and Hilton.

SimilarWeb also found that Airbnb users spent a daily average of 11 minutes 31 seconds on the company's app, more time than was spent on's app, but not as high as the 14 minutes 56 seconds users spent on's app.

Research has also shown Airbnb's strong position with millennials users. According to a March 2017 Maru/Matchbox survey of internet users in North America, 30 per cent of respondents ages 18 to 34 used sharing economy services that gave them a space to stay, such as Airbnb, compared with just 11 per cent of those older than 35.

Editor's Comment

The latest stats showing that Airbnb now gets more web traffic than any hotel site or OTA are truly sobering for anybody in the hospitality industry.

I can still remember just a few years ago when the majority of a hotel conference audience, when asked for a show of hands, hadn't even heard of Airbnb. And even now I occasionally hear owners or operators saying that Airbnb isn't a threat to them. For those people I have just three words. Yes it is.

Airbnb now has more visitors to its site than,, Marriott or Hilton. And its visitor numbers for Q1 2017 were up 31 per cent - nearly a third - on the same period the previous year.

It is not sitting on its laurels either, constantly launching new initiatives to gain market share in every element of the travel sector, whether that be by beefing up its business travel offer or forming alliances with national tourist boards.

In my opinion, Airbnb has been the single biggest disruptive influence on the travel industry in the last 50 years and hoteliers need to get their heads out of the sand and look at how they can best work alongside the sharing economy platforms.

We'd like to hear from hoteliers with experience of listing rooms on Airbnb and similar for a future article on Boutique Hotel News. If you'd like to contribute, please email

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