Leading Brands in Canada's Accommodations & Lodging Category: Q1 2024 Insights

Introduction

In the dynamic Accommodations & Lodging sector, understanding audience trends and digital engagement is crucial for brands to stay competitive. Sensor Tower provides unparalleled insights into these trends, allowing brands to analyze web, app, and advertising data comprehensively. This article explores the performance of leading brands in Canada, such as Airbnb, VRBO, and Marriott, highlighting their digital presence from Q4 2023 to Q1 2024.

Airbnb, Inc.

Airbnb maintains a strong digital presence through its website, airbnb.com, and the Airbnb app.

• Audience Trends: From Q4 2023 to Q1 2024, airbnb.com experienced a notable increase in visits, rising from around 16M in December to over 22M in March. The monthly true audience also grew, surpassing 2.1M by March, with both web and app visitors contributing significantly.

• App Engagement: The Airbnb app saw a consistent rise in monthly active users, reaching over 2M by March, suggesting a growing preference for mobile engagement.

• Ad Spend & Channels: Airbnb's monthly advertising spend peaked in January at approximately $1.6M, with significant impressions gained through Facebook and Instagram, highlighting a strategic focus on social media platforms.

VRBO

VRBO's digital strategy is anchored by its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: VRBO saw a significant spike in web visits in January, jumping to approximately 10M. The monthly true audience exceeded 1.2M by March, with web-only visitors dominating the interaction.

• App Engagement: The app's monthly active users showed steady growth, reaching nearly 400K in February, indicating robust mobile engagement.

• Ad Spend & Channels: VRBO's monthly ad spend peaked in January at about $1.9M, with desktop video and Facebook being major channels for their advertising efforts.

Marriott International, Inc.

Marriott leverages its website, marriott.com, and the Marriott Bonvoy app to connect with its audience.

• Audience Trends: Marriott.com maintained stable visits, averaging around 6M monthly. The monthly true audience remained consistent, with web-only visitors being the primary mode of engagement.

• App Engagement: The Marriott Bonvoy app saw a gradual increase in monthly active users, reaching approximately 200K by March, underscoring steady mobile engagement.

• Ad Spend & Channels: Marriott's monthly ad spend increased notably in February, hitting around $1.1M, with Facebook and Instagram delivering substantial impressions.

Conclusion

The digital landscape in Canada's Accommodations & Lodging category is evolving, with brands like Airbnb, VRBO, and Marriott leveraging both web and app platforms to engage audiences effectively. Sensor Tower's comprehensive data insights provide a critical understanding of these trends, enabling brands to optimize their digital strategies. By cross-referencing web, app, and advertising data, Sensor Tower remains a vital tool for brands aiming to understand and capitalize on cross-platform user behavior.

By leveraging Sensor Tower's insights, decision-makers can strategically align their digital efforts to maximize engagement and ensure sustained growth in a competitive market.