Leading Brands in Brazil's Accommodations & Lodging Category for Q1 2024

In the first quarter of 2024, the Accommodations & Lodging category in Brazil experienced notable engagement across digital platforms. This article examines the performance and strategic initiatives of three leading brands: Airbnb, Inc., VRBO, and Hostelworld.com. Leveraging data from Q4 2023 to Q1 2024, we highlight how these companies have successfully captured audiences through their websites and apps, supported by Sensor Tower's authoritative data insights.

Airbnb, Inc.

Airbnb is renowned for revolutionizing the travel industry with its platform that connects travelers with unique lodging experiences. Its digital presence includes the website airbnb.com and the Airbnb app.

• Audience Trends: The website consistently attracted a large audience, with monthly visits peaking at over 72M in January 2024. The monthly true audience remained stable above 5.7M throughout Q1 2024, showcasing a strong web presence.

• App Engagement: The app's monthly active users peaked in January 2024 at over 8.3M, before stabilizing at around 6.6M by March. The app-only visitors consistently surpassed web-only visitors, indicating a strong preference for mobile engagement.

• Ad Spend & Channels: Airbnb's monthly advertising spend saw a notable increase in January 2024, reaching over $1.6M, primarily through Facebook and Instagram channels. Impressions peaked at over 938M during the same period.

VRBO

VRBO, a leader in vacation rentals, engages users primarily through its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: The website saw fluctuating visitor numbers, with visits peaking in March 2024 at over 2.7M. Despite these changes, the monthly true audience remained relatively steady, staying above 150K throughout Q1 2024.

• App Engagement: The app's monthly active users showed a gradual decline, from over 94K in October 2023 to around 72K by March 2024, suggesting a shift in user preference towards the web platform.

• Ad Spend & Channels: VRBO's monthly ad spending was minimal, with a slight peak in November 2023 at just over $1K. Facebook was the primary channel for these limited ad efforts.

Hostelworld.com

Hostelworld.com, known for its focus on budget travel accommodations, engages users through its website, hostelworld.com, and the Hostelworld: Hostel Travel App.

• Audience Trends: The website maintained a stable presence, with visits exceeding 1.1M in March 2024. The monthly true audience consistently remained above 60K throughout the quarter.

• App Engagement: The app's monthly active users increased steadily, reaching over 27K by March 2024, indicating a growing interest in mobile channels.

• Ad Spend & Channels: Monthly ad spending was negligible, with only a small outlay on Instagram in March 2024, resulting in over 30K impressions.

Conclusion

The insights provided by Sensor Tower highlight the diverse strategies employed by leading brands in Brazil's Accommodations & Lodging category. Airbnb's robust app engagement and strategic ad spending contrast with VRBO's web-focused approach and minimal ad investment. Hostelworld.com demonstrates steady growth in app engagement, despite limited advertising efforts. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, deliver critical insights into these cross-platform dynamics, enabling brands to optimize their digital strategies effectively.

This article underscores the value of Sensor Tower's comprehensive analytics, empowering decision-makers with actionable intelligence in the competitive landscape of Brazil's accommodation industry.