Leading Brands in Brazil's Accommodations & Lodging Sector: A Q2 2024 Analysis

Introduction

In Q2 2024, Brazil's Accommodations & Lodging market demonstrated significant activity, with leading brands such as Airbnb, VRBO, and Hostelworld.com making notable strides. Sensor Tower's comprehensive data provides detailed insights into these brands' digital presence across websites and apps, as well as their advertising strategies.

Airbnb, Inc.

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

• Audience Trends: From Q1 to Q2 2024, airbnb.com experienced a decline in visits from 72M in January to around 43M in June. Monthly true audience hovered above 5.5M throughout the quarter, with both web and app visitors showing stable engagement.

• App Engagement: The Airbnb app saw steady monthly active users, starting at 8.3M in January and stabilizing around 7.4M by June, indicating a strong preference for mobile experiences.

• Ad Spend & Channels: Airbnb's monthly ad spend reduced significantly from over $1.6M in January to just above $260K by June. Facebook and Instagram were the dominant channels, with Facebook capturing the majority of impressions.

VRBO

VRBO maintains a focused digital presence through vrbo.com and the Vrbo Vacation Rentals app.

• Audience Trends: The website saw a fluctuating visitor pattern, peaking at 2.7M visits in March, before dropping to about 1.3M in June. Monthly true audience remained relatively stable, with a slight increase to 153K in June.

• App Engagement: The Vrbo app maintained a consistent monthly active user base, with users slightly above 72K in June, showcasing a steady mobile audience.

• Ad Spend & Channels: VRBO's monthly advertising spend was minimal, with a slight uptick in June to nearly $93, primarily on Facebook.

Hostelworld.com

Hostelworld.com leverages both its website, hostelworld.com, and the Hostelworld: Hostel Travel App.

• Audience Trends: Hostelworld.com witnessed a decline in visits from 1.4M in April to about 850K in June. Monthly true audience saw a modest increase, reaching over 73K by the end of Q2.

• App Engagement: The app showed growth in monthly active users, climbing to nearly 29K in June, indicating a gradual shift towards mobile usage.

• Ad Spend & Channels: Hostelworld.com had minimal advertising activity, with a brief campaign on Instagram in March.

Conclusion

Sensor Tower's data highlights the dynamic nature of Brazil's Accommodations & Lodging sector. Airbnb leads with a significant digital presence, while VRBO and Hostelworld.com maintain steady engagement. Sensor Tower's unparalleled data insights, including web, app, and advertising metrics, are essential for understanding cross-platform user behavior in this competitive market. By leveraging these insights, decision-makers can strategically navigate and capitalize on opportunities in the accommodations sector.