Leading Brands in France's Travel & Tourism Category: Q3 2024 Insights

The Travel & Tourism sector in France continues to thrive, with key players like Google Maps, SNCF, and Waze leading the charge. In Q3 2024, these brands demonstrated substantial engagement across their websites and apps. This article delves into the performance and trends of these leading brands, highlighting their reach and impact.

Google Maps

Google Maps remains a dominant force in navigation and travel planning, with its presence firmly established across both web and mobile platforms.

• Audience Trends: The website, maps.google.com, saw visits fluctuate slightly from April to September, peaking at around 91K in September. The monthly deduplicated audience consistently stayed above 49M, with a strong preference for the app over the web.

• App Engagement: The Google Maps app maintained stable monthly active users, averaging around 8.5M during Q3.

• Advertising Insights: Notably, Google Maps initiated ad spending in September, focusing on YouTube, with a monthly spend of approximately $26K and generating over 3.6M impressions.

Société nationale des chemins de fer français (SNCF)

SNCF, a cornerstone in France's travel sector, showcased its robust digital footprint through multiple platforms.

• Audience Trends: The website ouigo.com experienced consistent visits, with peaks in July at approximately 12.9M. Similarly, sncf-connect.com and sncf.com maintained high visitor numbers, reaching 89M visits in July.

• App Engagement: The SNCF Connect: Trains & routes app saw monthly active users hovering around 9M. The OUIGO: TGV & trains pas cher app also showed stable engagement, with over 200K monthly users.

• Advertising Insights: SNCF's monthly ad spend was significant, averaging over $1.6M, predominantly through Facebook and Instagram, amassing billions of impressions.

Waze

Waze, known for its community-driven navigation, continued to engage users effectively across its digital platforms.

• Audience Trends: Waze.com saw a decrease in unique visits, with a low of 569K in September. The monthly deduplicated audience remained robust, exceeding 25M throughout the quarter.

• App Engagement: The Waze Navigation & Live Traffic app maintained a strong user base, with monthly active users peaking at over 8.1M in August.

• Advertising Insights: Waze's ad spend was minimal, with a notable spike in July, focusing mainly on Facebook and YouTube, resulting in over 3M impressions.

Conclusion

In Q3 2024, Google Maps, SNCF, and Waze demonstrated their leadership in France's Travel & Tourism category through consistent audience engagement and strategic advertising efforts. Sensor Tower's comprehensive data highlights the intricate dynamics of these brands across web and mobile platforms, providing unparalleled insights into user behavior. For a deeper dive into these trends, Sensor Tower's Web Insights and App Performance Insights offer detailed analyses, while Pathmatics sheds light on advertising strategies.