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

Introduction

The accommodations and lodging sector in Canada has experienced significant growth and heightened competition. In Q2 2024, industry leaders such as Airbnb, VRBO, and IHG ONE Rewards have captured substantial market attention. This article examines their performance and emerging trends, showcasing how these brands have successfully engaged audiences across their websites and apps. Sensor Tower's comprehensive data provides unparalleled insights into these developments.

Airbnb, Inc.

Airbnb is a global leader in peer-to-peer lodging, offering diverse accommodations through its website, airbnb.com, and the Airbnb app.

• Audience Trends: From Q1 to Q2 2024, airbnb.com exhibited consistent growth with visits peaking in May at over 25M. The monthly true audience remained stable above 2.3M in June, reflecting a balanced mix of app and web users.

• App Engagement: The Airbnb app observed a rise in monthly active users, reaching over 2.3M in May, indicating robust mobile engagement.

• Ad Spend & Channels: Monthly advertising expenditure decreased over the quarter, with Facebook and Instagram as the primary channels. Impressions remained substantial, peaking at over 373M in January.

VRBO

VRBO, known for its extensive vacation rental listings, anchors its digital strategy with vrbo.com and the Vrbo Vacation Rentals app.

• Audience Trends: VRBO experienced steady website traffic, with visits exceeding 10.5M in June. The monthly true audience grew to approximately 1.3M, with a noticeable increase in app users.

• App Engagement: The app's monthly active users climbed to about 476K in June, reflecting a continuous upward trend.

• Ad Spend & Channels: VRBO's monthly ad spend was consistently robust, with desktop video and Facebook as key channels. Impressions were highest in January at over 375M.

IHG ONE Rewards

IHG ONE Rewards, part of the InterContinental Hotels Group, integrates ihg.com and the IHG Hotels & Rewards app into its digital ecosystem.

• Audience Trends: IHG's website traffic remained stable, with visits around 2.2M in June. The monthly true audience was also steady, reaching approximately 260K.

• App Engagement: The app maintained a consistent monthly user base, with active users hovering around 38K.

• Ad Spend & Channels: IHG's advertising efforts were modest, with LinkedIn and Instagram as primary channels. Monthly impressions increased significantly in June, surpassing 1M.

Conclusion

Airbnb, VRBO, and IHG ONE Rewards have demonstrated impressive digital engagement in Canada's accommodations and lodging sector during Q2 2024. Sensor Tower's comprehensive cross-platform data underscores each brand's unique strengths and strategies. By leveraging Sensor Tower's Web Insights, App Performance Insights, and Pathmatics, businesses can gain critical insights into user behavior and optimize their digital strategies for success.