Leading Brands in Canada's Accommodations & Lodging Category: Q1 2025 Insights

Canada's Accommodations & Lodging sector has exhibited dynamic growth trends in Q1 2025. Leveraging Sensor Tower's comprehensive analytics, we delve into the performance of three leading brands: Airbnb, Inc., VRBO, and Marriott International, Inc. This report examines their digital presence, focusing on audience trends, app engagement, and advertising strategies.

Airbnb, Inc.

Airbnb is renowned for revolutionizing travel accommodations through its digital platforms, including its website, airbnb.com, and the Airbnb app.

• Audience Trends: From Q4 2024 to Q1 2025, airbnb.com experienced a steady increase in visits, peaking at over 21M monthly in January. The monthly true audience remained stable above 2M, with a notable balance between web and app users.

• App Engagement: The Airbnb app maintained a robust presence, with monthly active users consistently exceeding 2M. January marked a peak with over 2.3M monthly active users.

• Ad Spend & Channels: Airbnb's advertising efforts surged, with monthly ad spend exceeding $1.2M in February. Facebook and Instagram were dominant channels, delivering substantial impressions.

VRBO

VRBO, a prominent player in vacation rentals, operates through its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: Vrbo.com showed a significant rise in visits, reaching over 12M monthly in January 2025. The monthly true audience consistently surpassed 1.3M by March, with a noticeable increase in app users.

• App Engagement: The Vrbo app experienced steady growth, with monthly active users climbing to over 430K by March, indicating a rising preference for mobile interactions.

• Ad Spend & Channels: VRBO increased its monthly ad spending, peaking at over $1.7M in December. YouTube and Instagram were key channels, contributing to a high volume of impressions.

Marriott International, Inc.

Marriott, a global leader in hospitality, showcases its offerings through its website, marriott.com, and the Marriott Bonvoy app.

• Audience Trends: Marriott.com experienced a surge in visits, reaching approximately 7.8M monthly in January. The monthly true audience showed fluctuations, stabilizing at over 897K by March.

• App Engagement: The Marriott Bonvoy app maintained a consistent monthly active user base, with users hovering around 250K in Q4 2024 but slightly declining in Q1 2025.

• Ad Spend & Channels: Marriott's monthly advertising expenditure varied, peaking in March at over $1.1M. Facebook and Instagram were primary channels, generating significant engagement.

Conclusion

The Accommodations & Lodging brands in Canada demonstrated diverse digital strategies in Q1 2025. Sensor Tower's unparalleled data insights reveal the intricate dynamics of web and app usage, advertising channels, and user engagement across these leading brands. For more detailed cross-platform behavior insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics. These tools offer unique advantages for decision-makers, enabling informed strategic planning in the competitive market landscape.

Stay ahead with Sensor Tower's data-driven insights, empowering your business to thrive in the digital age.