Leading Brands in Canada's Accommodations & Lodging Category: Q3 2023

Introduction

In the ever-evolving landscape of accommodations and lodging, digital presence and user engagement are key indicators of success. In Q3 2023, Airbnb, VRBO, and Marriott International emerged as leading brands in Canada. This article explores their performance across websites and apps, highlighting trends and insights derived from Sensor Tower's comprehensive data.

Airbnb, Inc.

Airbnb's digital presence is robust, featuring its website, airbnb.com, and the Airbnb app.

• Audience Trends: Throughout Q3, airbnb.com maintained stable visits, with 20M+ monthly visitors. The monthly true audience numbers showed a slight decline from 2.2M in July to 1.8M in September, indicating potential seasonal fluctuations.

• App Engagement: The Airbnb app saw monthly active users peak at 2.1M in August before dropping to 1.8M in September, suggesting a shift in user engagement preferences.

• Ad Spend & Channels: Airbnb's monthly advertising spend varied, with a notable decrease in August followed by a rise in September, reaching nearly $900K. Instagram and Facebook were dominant platforms, delivering the highest impressions.

VRBO

VRBO's digital ecosystem includes the website vrbo.com and the Vrbo Vacation Rentals app.

• Audience Trends: A noticeable decline in visits was observed, from 9.3M in July to 6.3M in September. The monthly true audience followed a similar trend, dropping from 1.1M to 0.7M.

• App Engagement: Monthly app users decreased steadily from 386K in July to 304K in September, indicating a preference for web over mobile platforms.

• Ad Spend & Channels: VRBO's monthly ad spend decreased from over $1.1M in July to $659K in September, with significant investments in YouTube and Facebook yielding substantial impressions.

Marriott International, Inc.

Marriott's digital offerings include marriott.com and the Marriott Bonvoy: Book Hotels app.

• Audience Trends: Marriott.com experienced fluctuating visits, peaking at 7.9M in August before dropping to 5.7M in September. The monthly true audience remained relatively stable, averaging around 800K.

• App Engagement: The Marriott Bonvoy app maintained a consistent monthly active user base, with active users hovering around 200K throughout the quarter.

• Ad Spend & Channels: Marriott increased its monthly advertising spend, reaching over $800K in September. Facebook and Instagram were key channels, delivering the majority of impressions.

Conclusion

In Q3 2023, Airbnb, VRBO, and Marriott International showcased diverse digital strategies to engage users across Canada. Sensor Tower's unparalleled data insights reveal key trends and user behaviors, empowering these brands to optimize their digital presence across platforms. For further details on web insights, app performance, and advertising data, explore Sensor Tower's offerings: Web Insights, App Performance Insights, and Pathmatics.