Leading Brands in Canada's Accommodations & Lodging Category: Q4 2023 Overview

Introduction

In the dynamic world of accommodations and lodging, brands such as Airbnb, Marriott, and VRBO have established significant digital presences in Canada. During Q4 2023, these brands continued to attract large monthly audiences across their websites and apps. Leveraging data from Sensor Tower, we delve into the performance and trends of these leading brands between Q3 and Q4 2023.

Airbnb, Inc.

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

• Audience Trends: From Q3 to Q4 2023, airbnb.com showed a downward trend in visits, decreasing from over 24M in August to approximately 16M by December. The monthly true audience also saw a decline, remaining above 1.6M throughout the quarter.

• App Engagement: The Airbnb app's monthly active users decreased from nearly 2.2M in August to around 1.7M in December, indicating a shift in user engagement.

• Ad Spend & Channels: Airbnb's monthly ad spend peaked in December at over $1M, with notable impressions via Facebook and Instagram. OTT platforms like Facebook and Instagram were key channels, delivering substantial reach.

Marriott International, Inc.

Marriott's digital ecosystem includes marriott.com and the Marriott Bonvoy: Book Hotels app.

• Audience Trends: Marriott's website visits were relatively stable, with a slight dip from over 6.2M in October to about 5.5M in December. The monthly true audience hovered above 660K across Q4.

• App Engagement: The app's monthly active users declined from nearly 220K in August to about 172K in December, reflecting a decrease in mobile engagement.

• Ad Spend & Channels: Marriott's monthly ad expenditure decreased from over $800K in September to around $450K in December, with Facebook and Instagram being primary channels for impressions.

VRBO

VRBO's presence is marked by its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: VRBO experienced fluctuations, with website visits stabilizing around 6.3M in December. The monthly true audience remained consistent above 730K during Q4.

• App Engagement: The app saw a modest increase in monthly active users, rising from about 247K in November to over 305K in December, suggesting a renewed interest in mobile usage.

• Ad Spend & Channels: VRBO's monthly ad spend was substantial, peaking at over $1.1M in July. YouTube and desktop video were key channels, contributing significantly to impressions.

Conclusion

The data from Sensor Tower highlights distinct trends and performances of Airbnb, Marriott, and VRBO in Canada's accommodations and lodging sector. Each brand displayed unique dynamics across web and app platforms, with varied engagement and advertising strategies. Sensor Tower's comprehensive insights, encompassing web, app, and advertising data, are invaluable for understanding these cross-platform behaviors. For detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings. These tools provide a strategic advantage for decision-makers in the industry.