Leading Brands in Canada's Accommodations & Lodging Category: Q4 2024 Analysis

The accommodations and lodging sector in Canada has seen significant trends in Q4 2024, with leading brands like Airbnb, Inc., VRBO, and Marriott International, Inc. capturing substantial monthly true audience numbers across their websites and apps. Sensor Tower's comprehensive data highlights the dynamic shifts within this category, offering unparalleled insights into cross-platform user behavior.

Airbnb, Inc.

Digital Presence

Airbnb maintains a robust digital presence through airbnb.com and the Airbnb app.

• Audience Trends: From Q3 to Q4 2024, airbnb.com experienced a decline in visits, dropping from over 20M in September to around 16.9M by December. Unique visits also saw a similar trend, with a slight increase in visits per unique visitor by December.

• App Engagement: The Airbnb app's monthly active users showed a dip from approximately 2.4M in September to around 2.2M by December, reflecting a slight recovery from November's numbers.

• Ad Spend & Channels: Airbnb's monthly ad spending increased significantly in November and December, reaching over $1.1M with impressions peaking at approximately 237M. The majority of spending was directed towards Facebook and Instagram.

VRBO

Digital Presence

VRBO's digital strategy is centered around vrbo.com and the Vrbo Vacation Rentals app.

• Audience Trends: VRBO saw an interesting surge in visits in October, reaching over 10M, before stabilizing around 8M by December. The monthly true audience showed a dip in November but rebounded in December.

• App Engagement: The Vrbo app's monthly active users declined from over 500K in September to approximately 340K in December, showing a trend of decreasing mobile engagement.

• Ad Spend & Channels: VRBO's monthly ad spend saw a significant increase in December, peaking at over $1.7M with impressions exceeding 232M. YouTube and Instagram were among the top channels for impressions.

Marriott International, Inc.

Digital Presence

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

• Audience Trends: Marriott.com maintained a relatively stable visitor count, with a slight dip in November but rebounding to over 4.5M in December.

• App Engagement: The Marriott Bonvoy app showed consistent monthly active user numbers, hovering around 240K throughout the quarter.

• Ad Spend & Channels: Marriott's monthly ad expenditure remained strong, with December's spend at over $1M and impressions around 227M. Facebook and Instagram were dominant channels, reflecting a strategic focus on social media.

Conclusion

In Q4 2024, leading brands in Canada's accommodations and lodging category demonstrated varied strategies across digital platforms. Airbnb, VRBO, and Marriott each leveraged their web and app presence to capture audience attention, with monthly ad spending reflecting strategic priorities. Sensor Tower's data, including Web Insights and Pathmatics, provided critical insights into these trends, underscoring the importance of cross-referencing data for a comprehensive market understanding. Sensor Tower remains an invaluable resource for decision-makers seeking to navigate the complexities of the digital landscape with precision and confidence.