Leading Brands in Brazil's Accommodations & Lodging Sector: Q1 2024 Analysis

In the dynamic world of accommodations and lodging, the first quarter of 2024 has seen significant activity among leading brands in Brazil. Through comprehensive data provided by Sensor Tower, we explore the performance of Airbnb, VRBO, and Hostelworld.com across web and app platforms, offering insights into audience trends, app engagement, and advertising strategies.

Airbnb, Inc.

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

• Audience Trends: From Q4 2023 to Q1 2024, airbnb.com experienced a noticeable increase in visits, peaking in January with over 71M. The monthly deduplicated audience remained stable above 5.7M throughout the quarter, with a significant portion accessing both the web and app platforms.

• App Engagement: The Airbnb app saw a peak in monthly active users in January, reaching over 2.5M, before declining slightly in February and March.

• Ad Spend & Channels: Airbnb significantly increased its monthly ad spend in January, reaching over $1.6M, primarily on Facebook and Instagram. Monthly impressions peaked at over 938M, with a notable presence on OTT platforms.

VRBO

VRBO's digital reach is centered around its website, vrbo.com, and the Vrbo Vacation Rentals app.

• Audience Trends: The website saw fluctuations with a peak in February at over 530K visits. The monthly deduplicated audience remained above 150K consistently, with a balanced mix of web and app visitors.

• App Engagement: The app's monthly active users showed a slight decline, remaining above 100K throughout the quarter, with a stable user base.

• Ad Spend & Channels: VRBO's monthly advertising was minimal, with sporadic spending on Facebook and Instagram, peaking at just over $1K in November.

Hostelworld.com

Hostelworld.com, with its website hostelworld.com and Hostelworld: Hostel Travel App, continues to attract a dedicated audience.

• Audience Trends: The website saw steady visits, with a peak in January at around 295K. The monthly deduplicated audience hovered above 60K, with a mix of web and app users.

• App Engagement: The app's monthly active users remained stable, slightly above 14K by March, indicating a niche but engaged user base.

• Ad Spend & Channels: Advertising efforts were minimal, with a small monthly spend on Instagram in March, resulting in over 30K impressions.

Conclusion

The Q1 2024 analysis reveals varied strategies and performances among Airbnb, VRBO, and Hostelworld.com in Brazil's accommodations and lodging sector. Sensor Tower's comprehensive data highlights the nuanced trends across web and app platforms, emphasizing the importance of cross-platform insights for understanding user behavior. As the market evolves, these insights will be crucial for brands to adapt and thrive.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.